This is a Brand Strategy I developed in 2021 for The Sharks Rugby as part of my Postgraduate in Marketing:
Executive Summary
The Sharks are South African’s most innovative and recognised rugby teams. They are consistently ranked amongst the best rugby clubs in the world. MVM Holdings has recently purchased the major stake in The Sharks.
Recent global events have had a large effect on the world sporting industry and the Sharks season ticket holders have been the most affected by the strike no supporters at sporting events regulations.
The Sharks have a protected monopoly when it comes to professional rugby in Durban, South Africa. Their major competitors are the Bulls, Lions, and Stormers. As most sports fans are loyal to a team threat of losing customers to other teams is not a factor. What is important to the Sharks is gaining new supporters not only in Durban but around the world.
The rugby industry has been shaken up during the recent pandemic with SA Rugby withdrawing South African rugby teams from the prestigious Super Rugby competition and moving them to compete in the Pro14 competition in Europe. The Sharks season ticket holder have traditionally been located within proximity of King Park Stadium in Durban.
The recent pandemic has highlighted the need for the Sharks to engage most with customers outside of this region. Even during these difficult times, the Sharks have managed to retain great staff, management, coaches, and players. They have been consistent and effective with the use of the brand. However, new seasons bring with them new opportunities.
Going forward it’s the vision of the Sharks to inspire people to come together to achieve greatness, to overcome challenges, and succeed. Not just the team but also the supporters. Together We Rise™. The Sharks will take this message around the world, and inspiring new rugby supporters. The sharks will not be a successful rugby team but will be a successful rugby community.
Season tickets have traditionally been limited to people who live close to Kings Park. We are going to change that. The Sharks are developing a mobile application that allows supporters to become members and join The Sharks Frenzy. The Sharks Frenzy app will allow supports to customise their member to get the benefit they desire. The cost of this membership will adjust based on the benefits chosen. The program will be rolled out across all the Sharks digital platforms. By allowing supporters to become members it will allow more supporters to engage with the brand and bring in my financial resources thereby creating great shareholder value.
Introduction
The Sharks (Pty) Ltd was formed in 1995 by the Kwa-Zulu Natal Rugby Union (KZNRU),
which played rugby in Durban, South Africa. The new company was due to the franchising
requirements that the South Africa Rugby Union (SARU) had created for the new Super 12
competition between teams in Australia, New Zealand, and South Africa. Previously the
team was known as Natal formally however the nickname was the Banana Boys. The
rebranding from the Banana Boys to The Sharks was a strategic marketing effort that has
widely been praised as a huge success and has been used in many marketing case
studies.
During the early years, there was a clear distinction between the Sharks, which played in
the Super Rugby competition, and the Natal Sharks, which played in local rugby competitions
like the Currie Cup. Eventually, the Sharks was adopted as the brand for all rugby that fell
under the Kwa-Zulu Natal Rugby Union, and the KZNRU eventually just became the
holding union. The Sharks Brand (2021).
The Sharks (PTY) LTD was a joint venture between KZNRU (60%) and Supersport (40%).
In 2016, due to financial constraints, KZNRU sold 9% of its shares to Supersport. KZNRU,
therefore, held 51% with Supersport holding 49%.
In January 2021, The Sharks announced that they had reached an agreement with MVM
Holdings which would see MVM Holdings become the majority shareholder. MVM Holdings
would hold 51% of the shares with KZNRU holding 26% and Supersport having 23%.
What does it take to invest in a SA franchise (2021)
The Sharks have been one of South Africa’s most consistent rugby side and good results
in Super Rugby and the Currie Cup. The Sharks most successful campaign in Super
Rugby was in 2007 when the first regular season at the top of the log. They went on to
host the final against The Bull Bulls from Pretoria. The Bulls managed to snatch history
from the Sharks in the dying minutes of the game.
Since the rebranding, the Sharks brand has grown in leaps and bounds on and off the
field. The Sharks brand is recognised around the world and is considered the leader when
it comes to sports marketing. Outside of the 80 minutes of rugby the Sharks also host
events throughout the year including a very popular Ladies Breakfast, golf days, business
breakfasts in which all people from all different spheres of life engage with the brand.
The Sharks play all their home fixtures at King’s Park in Durban which hosts world-famous
braai’s on the fields outside of the stadium on game day. This allows fans to interact,
socialise and provides plenty of opportunity for the Sharks Brand to engage with fans with
live music, competitions, and player experiences. King’s Park is also famous for the
players from both teams wandering around the fields engaging with fans.
The Shark’s also created “Sharkie” the mascot in 1995. Sharkie is a huge attraction for
children as he provides comical entertainment on game day and also connects with
children on school visits or at birthday parties.
The Sharks have always been ahead of the game so to speak when it comes to creating
an engaging experience at the stadium on game day. They were the first rugby team in
South Africa to install a swimming pool within the stadium. Most recently they developed a
kids play area including slides, a pool, a beach play area and jumping castles for the
younger kids to be entertained during the game.
With the recent investment by MVM Holdings, there is bound to be lots of change. The
Sharks, along with the Bulls, Stormers, and Lions, under SARU, have left the Super Rugby
competition and will be joining in the Pro Rugby competition with Wales, Scotland, and
Italy.
Season ticket has been a key to the success of the Sharks brand. Season ticket holders
are the most loyal fans and loyal fans spend significantly more than other fans. (F.
Reichheld & R.Markey, 2011)
With all the changes happening around the Sharks brand, the brand must have a clear
brand and communication strategy going forward. We will take a close look at the
environment that the Sharks operate in, in South Africa and then go a bit deeper into
analysing the competitors, industry, customers, and internal environment. We will then look
closer at the brand and its Strengths, Weaknesses, Opportunities, and Threats.
After that, we will develop a future brand strategy, target market, positioning, and how we
will communicate that to our fans. Finally, we will conclude how this will all create brand
value for the Sharks.
Situational Analysis
Macro-environmental Analysis
Political Situation – South Africa is currently a stable political environment, although it has
been through some unstable times pre 1994. The current ruling party, the ANC, has been
in power since 1994. Although there is uncertainty surrounding the ANC’s policies and its
ability to execute them, this has little effect that these policies would have on the Sharks
rugby team. The Sharks, as a professional rugby team was only formed in 1996 under the
new South Africa, however, the Sharks were created from the Kwa-Zulu Natal Rugby
Union which was formed in1890. The Kwa-Zulu Natal Rugby Union survived through the
apartheid years and the political landscape have little effect on the company.
Economic Situation – The South African GDP has been relatively stable post-apartheid.
However, from 2010 till 2020 South Africa has experienced very little growth compared to
other emerging economies. The COVID-19 pandemic had a significant negative effect on
South Africa’s economic growth especially considering the prior 10 years of low growth.
The economic factors affect the Sharks but could also be a positive as the Sharks aren’t
necessarily limited to investment within South Africa.
Technological – The world we live in is in the middle of a huge technological change from
physical to digital. Everything we own is becoming more digital. Music is no longer on CD,
we buy it on the internet and download it to our computer, then put it on our iPod or
cellphone. The same thing is happening with sporting events become less popular to
watch live but rather on TV. There is also the recent upsurge in e-sport. E-Sports is a form
of competing in Sporting events using video games.
Technology has changed the way we connect with our friends and favourite brands. The
advent of Social Media has allowed us to engage more with our favourite sports
personalities.
Social/Cultural Situation – South Africans are passionate about sport. Although rugby is
not South Africa’s most popular sport, it has been the sport South Africa has had the most
success in. However, rugby has traditionally been seen as a “white” person’s sport due to
the regulations during apartheid which didn’t allow players of colour to play. The South
Africa Rugby Union has been working hard to make rugby a more inclusive sport and
reach people from all cultures. The Sharks have been leading the charge in creating an inclusive culture and has produced the most players of colour when compared to other franchise in South Africa.
Environmental Situation – The “green” movement is growing throughout the world as we
need to look after the planet. Environmentally friendly products are being developed every
day. The Sharks as a rugby team are not affected by environmental issues.
Legal Factors – Legal factors have a large effect on the Sharks. From Player’s
complicated employment contracts, Trademarking of branding and marketing efforts,
Travel requires like Visas and vaccines, Competition regulations, National rugby union
regulations, Licensing agreements with broadcasters and sponsors.
Market Analysis
Competitor Analysis
Due to the recent COVID-19 pandemic, South Africa Rugby’s withdrawal from Super Rugby, and little clarity going forward, The Sharks are in the decline stages of the product life cycle. The potential of joining a European competition and the investment from MVM Holdings should help the Sharks reinvent itself and begin a new growth phase. US Consortium to take Majority Ownership in the Sharks (2021). The Sharks operate on a global stage with fans all around the world. However, the large majority of their fan base is from Durban and their most direct competitors would be within South Africa. The Bulls, Stormers, and Lions are the Sharks most direct competitors.
Lions
The Lions were historically the strongest South Africa team and were the first to rebrand away from the then Transvaal Rugby Unit (TRU). They changed from Transvaal to the Lions in 1993. Since 1994 the lions have had little success having only won 4 titles in the domestic competition, (Lions Rugby 2021). Since the ’90s the lions have largely been a mediocre team and have been filled with lots of controversy off the field within the Golden Lion Rugby Union (GLRU). During 2019 the lion experienced an exodus of talent (SA Rugby Magazine 2019). This means that the lions will struggle to be competitive again the Sharks in the comes few years. The Lions will have to work with younger talent and build a new team and culture. This will also all be dependant on the management from the GLRU and the staff of the lions. The Lions have been in a tough position with management being under pressure, a team that doesn’t perform, and a location that is not favourable to drawing crowds. However, they have a strong supporter base and could use their location to attract more players and supporters from Soweto. With their poor performance, they are at the risk of being relegated to make way for the Cheetahs or Kings. The proximity to the Bulls puts them both at a constant threat of being joined or separated into different competitions.
Stormers/Western Province
Unlike the Lions, Sharks, and Bulls, the Stormers have never managed to have their teams play under one brand. During Super Rugby competitions they play as the Stormers however during the domestic competitions they compete as Western Province. Most recently this has had a significant loss for the union as MVM Holdings had first made an offer to acquire a 51% stake in the Stormers/Western Province rugby (The South African 2021). While the Stormers have been a strong team on the field their brand and management have left a lot to be desired. The Stormers seem to be in disarray at the moment and need to develop a clear strategy going forward. The Stormers have always put up strong teams and have a very loyal fan base in Cape Town. However, their management structures are ineffective which has recently been exposed. With a lack of good management, they have failed to build a strong brand. The WPRU has recently moved venues from Newlands to Cape Town Stadium which is a large opportunity for the Stormers to create a spectacular experience with Cape Town Stadium’s proximity to the V&A Waterfront and surrounds. Poor management and financials are the Stormers’ greatest threat at the moment.
Bulls
The Bulls are the Sharks most direct competition with strong success on the field and a well-developed brand. After the rebranding of the Lion and the Sharks, the Northern Transvaal Rugby Union (NTRU) decided to rebrand to the Bulls in 1998. The Bulls have been very successful on the field winning 3 Super Rugby titles and have amassed a large loyal fan base. However, the Bulls experienced a slump in 2017, 2018, and 2019. In 2019, South African businessman, Patrice Motsepe purchased 37% of the Blue Bulls Company. Johan Ruper’s company reduced their shareholding to 37% with Blue Blue Rugby Union going down to 26%. Billionaire Motsepe Buy Major Stake In Bulls (2019). They decided to take action and signed former Springbok Rugby World Cup-winning coach, Jake White in 2020. Former Springbok coach Jake White Joins Blue Bulls As Director Of Rugby (2020). Jake White got to work very quickly recruiting some high-profile players and the gamble paid off very quickly with the Bulls winning the 2020 Super Rugby Unlocked and Currie Cup Competitions. The Bulls are building a strong management and team structure along with an already strong brand. The Bulls have a stigma of being Afrikaans, which poses a problem to reach a large portion of South Africans and international fans.
Industry Analysis
Supplier Power: The Sharks rugby team’s suppliers would be the staff and players that are contracted to the team. The Sharks for the most part can pick and choose the players, coaching staff, and management staff and the cost involved in each person. Individual players can be selected based on the values, goals, and playing style chosen by management. While high-profile players can drive the price up the team can easily contract a player at a more affordable price.
Buyer Power: We consider the season ticket holders to be the buyer in this case. Although the buyers do have the potential to drive the price down the income from spectators is not significant enough to affect the company. Switching to support another team is highly unlikely. Location plays a large factor in season ticket holders’ decision to purchase.
Competitive Rivalry: Competition for season ticket holders in Kwa-Zulu Natal is zero as no other team can be based in the region and therefore there is no competition for season ticket holders. On a larger scale, there is competition for supporters within South Africa and around the world. However, this competitive rivalry has little effect and influence on the Sharks brand.
The Threat of Substitution: This is a very real issue for the Sharks and rugby in general as every game is broadcast live on TV. This means that spectators have to choose between being in the stadium and enjoying the atmosphere and watching on TV and getting the best possible viewing experience. There is also the threat of other alternatives and watching the game later. Viewership of the Super Rugby competition has been in decline for many years now as there are other alternatives. Super Rugby TV, Fan Viewership Plummets (2016).
The threat of New Entry: There is no threat of new entrants into the professional rugby market for season ticket holders in Kwa-Zulu Natal. The Sharks have a protected monopoly for professional rugby in Kwa-Zulu Natal.
Customer Analysis
Who are the current and potential customers?
The customer with the purchasing power is predominantly males. Females and children influence purchasing decisions. Over the age of 30 years. Live within 100 kilometres of Kings Park Stadium in Durban. A change in strategy is unlikely to change the customers and it is mostly location-based.
What do current and potential customers do with the product or service?
Customers attend rugby matches at Kings Park Stadium in Durban as well as engage with the added benefits included in purchasing season tickets.
Where do current and potential customers purchase the product or service?
The purchase of season tickets can take place at the Sharks offices at Kings Park Stadium or over digital means like telephone, email, and internet.
When do current and potential customers purchase the product or service?
The season tickets are purchased before the start of a new season which historically has been from around November/December the year before as the Season started towards the end of January beginning of February. This may change depending on the inclusion of the Sharks in the Pro16 competition in Europe.
Why do people buy from the company?
People purchase tickets because they want to watch rugby being present at the stadium. They enjoy that atmosphere and entertainment before and during the game. People also buy because they enjoy the “after-party” that Kings Park is famous for.
Why don’t people buy from the company?
People don’t buy because the option of watching on TV gives a better and closer perspective of the game, as well as the commentary and professional analysis. People can also have the friends and family as a social gathering at their house and watch the game so enjoy a similar “after-party” environment.
Internal Analysis
The Sharks vision is to dominate Rugby and put the brand at the forefront of rugby globally. The Sharks mission is to be the international sporting brand of choice. To achieve this the Sharks goal is to win the major competitions they compete in as well maintaining the family and entertainment value created at Kings Park.
Over the years the Sharks have built a powerful network of resources with Sharks Kids, training children under 9 years old the skills of rugby, The Sharks Schools, working with teenagers under 16 and 18 age groups with the professional aspects of rugby, The Sharks Academy, creating professional rugby players, the Sharks Medical centre, providing sports medical care to the public as well as their network of professional players. The investment from MVM Holdings will also add significant financial resources as they seek to achieve the Sharks goal of dominating rugby globally. With this large network, the Sharks have all the skills they require to meet their current goals and have a strong management component.
Eduard Coetzee as the CEO of the Sharks has introduced several initiatives that have helped develop the Sharks brand as being inclusive and diverse.
The Sharks values are Community, Family, Diversity, and Fun.
The Sharks have many different product offerings and received income from a wide range of sources for this Brand Strategy will are focusing on the season ticket holders. The Sharks currently have 7 different season tickets categories based on location within the stadium, Gold Zone (R2950), Silver Zone (R2600), Bronze Zone (R1950), White Zone (R1050), Red Zone (R1050), Scholars Zone (R520), and Disabled Zone (R520). These products are sold over digital mediums like telephone, or the internet as well as at the Sharks offices at King Park Stadium. Marketing of season tickets is done through digital channels like social media, on the Sharks website, and via emails to previous season ticket holders. 2020 Season Tickets (2020)
Brand Audit
Brand Inventory
The Sharks brand, name, and logo are well established and have not changed since inception in 1995. Because the logo has not changed since 1995, brand recognition will be high. Brand Elements: The Sharks logo features a shark dressing the traditional Sharks rugby uniform with a rugby ball in one hand and the other hand stretched out in front. The text “The Sharks” is underneath with their signature font. The logo is Black and White, the primary colours of the Sharks. Red and Grey have been used as complementary colours over the years in marketing material.
Regarding the season tickets, the Sharks have not branded this product in any way. The overall brand is used to good effect and is consistent in the printing of tickets, brochures, and letters. There is not packaging as season tickets are presented to season ticket holder in an unbranded envelope.
The current slogan used by the Sharks when marketing season tickets is: “Pledge your pride”. This association with a pride of lions confuses the identity of the Sharks with its competitor, the Lions.
The different season ticket categories are shown in Figure 2.1 above and are categorised by different colours.
Brand Exploratory
We will specifically focus on season ticket holders during this section as a sporting team has many complicated structures that affect brand equity and revenue.
According to Clark, J. S. (2001), the longer a customer remains a season ticket holder the less on-field success and value the product has on the renewal of season tickets. The longer a customer is a season ticket holder the more trust and product experience affect the intent to renew. John Stephen’s result also showed that the higher the season ticket package the more loyal the customer is, and the lower the season ticket package is the more the team needs to implement relationship marketing strategies.
The Sharks only use direct marketing efforts in selling season tickets. Purchasing season tickets is done online, by email, or at the Sharks offices. Very little promotion is done to expand the sales of season tickets.
Because of the very limited promotion of season tickets awareness of the product and its benefits is low. Most people believe they are required to purchase tickets for each game or that season tickets are very expensive. Sharks supports believe that being a season ticket holder is a prestigious status and something they aspire to.
SWOT Analysis
Strengths:
Strong Brand: The Sharks have built a strong brand since its inception. This can be seen in the strong attendance figures at a game at King Park Stadium and the fact that they have almost half a million likes on Facebook. For comparison, the next largest amount from the competitors is the Stormers with just over three hundred thousand. The Springboks have 1,2 million likes on Facebook.
Community Engagement: While the key to the success of a rugby team is on-field performance the Sharks have managed to do this while engaging with fans in the community and doing charity work. This came to light during the recent pandemic where the Sharks completion remained silent or focused only on rugby, the Sharks were reaching out to the community around them by purchasing groceries, and providing support to people in need. The Sharks select a charity to work with every year. This has set them apart from their competitors who have not done this and the fans have taken notice.
Sharks Academy: The Sharks Academy is arguable the most successful rugby academy in South Africa and has developed some of the most successful rugby players to play for the Sharks, Bulls, Stormers, Lions, and Springboks. The Bulls, Stormers, and Lions have all attempted to run academies however none has been as successful and consistent as the Sharks Academy.
Weaknesses:
Rugby Success: While the Sharks have been a strong rugby team their inability to win Super Rugby after several attempts at finals has left them with a large competition accolade. This has given the Sharks the label of “chockers’ and the perception that the Sharks are unable to deliver when it matters most in the big matches. The Sharks have had success at the Currie Cup level however most supported view this competition as inferior as most springboks players are unable to compete in this competition and the lack of competition again high profile teams from Australia and New Zealand.
Lack of clear values: While the Sharks have been able to build a strong brand with lots of brand value they seem to have no been able to communicate a clear set of values. Values that describe what it means to be a Sharks supporter are lacking. While trying to create an environment focused on the family and entertainment the Sharks still have the ‘Flasher Girls/ which flash in linguine before matches with letters on the stomach spelling ‘Sharks’. This tradition started before the Sharks brand was created and became a famous feature of watching rugby at Kings Park. The Sharks however have not been able to distance themselves from this portrait of sexism.
Opportunities:
European Competition: With South Africa rugby exiting the Super Rugby competition and joining the European Pro14 competition this allows the Sharks to increase their brand exposure in Europe, a continent they have never competed in, and well as a new opportunity to add international competition victories to their success story.
Gamification: The pandemic has seen no rugby being played in front of a crowd in South Africa for over a year now. This has given supporters so much time away from the live game experience and they will be looking forward to experiencing the atmosphere again when conditions allow. This creates an opportunity for the Sharks to rethink some of their live-day experiences and connect with customers who are unable to attend in a new and unique way. According to Team Linchpin (2021), trends in sports events include: More women are fans, increase in gamification, fans want more engaging and immersive entertainment, becoming more inclusive.
Threats:
Pandemic: The global COVID-19 pandemic has seen stadium empty and games played without fans. This may have caused many season ticket holders to disconnect completely from engaging with the brand and may be difficult for the Sharks to draw back into the live experience as they could have found alternatives. The pandemic has also seen many things change, the withdrawal of South Africa from Super Rugby, Players moving teams, schedules of games being changed or canceled with little notice. This may have disconnected fans and made them feel like they don’t know who the Sharks are anymore.
Technology: With the increased use of technology in sports, the Sharks could lose potential season ticket holders because they would prefer to watch the game on TV where they can get close camera angles and the use of technology, like video replays and Television Match Officials’ decisions.
Potential season ticket holders can use digital media to engage with other people during the game to share their thoughts and experiences.
The ability to pause and rewind to rewatch a particular moment on TV is a threat to the Sharks attracting spectators to the stadium that has a single small screen.
Strategic Planning
Future Corporate Identity
Vision, Mission, Values
The Sharks new vision is to inspire people to never give and, to never give in. To Rise above any challenge they face in life.
This makes the Sharks Frenzy program about more than Rugby, it’s about a lifestyle, a reason to live, a purpose to be the best you can be.
The Sharks new mission is:
- To be the most successful team in the new Pro14 and Currie Cup rugby competition. According to Centaur Media USA inc (2006), Winning is the only factor in Sports Branding.
- Actively involved in community work (Outreach).
- Actively involved in the community (Public events).
- Engage with Sharks supports more.
- Offer world-class entertainment experiences on game days.
The Sharks new values are:
- Respect: Respect the game, respect the referee, respect the opposition.
- Perseverance: Never give up, keep going, you can overcome.
- Integrity: Character triumphs over talent.
- Empathy: Let someone else praise your virtues. When you succeed don’t forget the feeling your opponents have.
- Legacy: Your role is to leave the jersey in a better place.
- Diversity: Correcting the injustices of the past.
Corporate Image Associations
Attributes:
The Sharks will focus on delivering a quality product to season ticket holders by combining winning rugby and a phenomenal entertainment experience.
Currently, season ticket holder receives their tickets in an unbranded envelope. The Sharks will develop a premium packaging experience to create a premium association as well as develop a new members app that will allow members to engage with the sharks in a new way and innovative way.
Benefits:
This new members application will connect supporters to like mind supporters and their favourite players. This will create a sense of community and belonging.
Corporate Credibility
The Sharks are capable of winning rugby and creating a safe family environment and offer world-class entertainment at Kings Park. Consumers trust the Sharks brand and the Sharks brand is loved by fans around the world. Sharks supporters believe the Sharks can be successful at winning and providing a world-class entertainment experience.
Manage Brand Image
Central to the Sharks brand is creating a team that is filled with diversity. South Africa has had a bad history and needs to take steps to correct the injustices of the past. The Sharks have always fielded the most diverse team in South Africa and will continue to do so. While racial ‘quotas’ will not be enforced the coaching staff and management must work towards fielding a team with more than 50% of players of colour.
Corporate Image Campaigns will be run to inspire people to join the Sharks community and work together to overcome anxiety, depression, and difficult situations in life. These campaigns to be marketing the Brand Values of the sharks that can be used to attract new members to join the Sharks community. By overcoming the stigma of ‘chokers’ the Sharks will inspire people to overcome to challenges they face and reinforce the brand image.
Future Target Market
The current target market for season ticket holders is primarily focused on males over the age of 30 years old with women and children being influencers in the buying process. Currently, the target market is limited to people within 100km of Kings Park Stadium.
We suggest:
- People interested in rugby around the world with access to a smartphone or a Smart TV.
- Attracting new fans to rugby from unreached markets like the United States of America, South America, the Middle East, and Asia.
- Motivated to make a difference in the world.
- Identify with the Sharks Values.
- Aiming to capture people from age 12 – 15. This younger generation is the up-and-coming season ticket holders and allowing them to become members will ensure Brand Loyalty for a much earlier age than the Sharks have done before and much younger than the Sharks competitors.
Instead of being limited to offering season tickets to people located within the vicinity of Kings Park Stadium in Durban, we suggest creating a membership platform for fans to engage with around the world. This could allow them to watch games within an app, get discounted merchandise, access to tickets, and premium content. This means the Sharks can have a much broader target market and inspire more people around the world.
Future Brand Positioning
Approaches
The Product Descriptor approach to posting will be used. The collective noun for a group of sharks is a frenzy. By calling the product Sharks Frenzy it will imply that it is a community of Sharks supporters.
Points-of-parity: Playing rugby
Points-of-difference: Engaging in community
Positioning Statement
Together we can do more than win at rugby, we can win at life.
Positioning Map
Brand Mantra
Together We Rise™
Brand resonance Model
Future Brand Elements
For season ticket holders an app will be developed and customers can become members of the Sharks. The App will allow people to chose different options based on their needs. The app will give members access to live broadcasts of the Sharks games, early access to Sharks tickets, season tickets, exclusive behind the Sharks content, and discounts on branded merchandise. Members can tailor make the package they would like by adding each option. A collection of Sharks supporters will be referred to as a Sharks Frenzy.
The Shark Tank: Refers to Kings Park Stadium.
The Shark Cage: Refers to the Sharks merchandise shop.
Applied
Identity:
Considering Season ticket holders, the debt and breadth of brand awareness are high. Customers can easily identify the brand and can clarify that the Sharks are a rugby team. As season tickets are generally purchased by the most loyal customer brand recall for both the existing and new target market is high.
A slight change it name will bring the product more in line with the brand and brand image. Instead of being referred to season ticket holders, they will now be referred to The Sharks Frenzy. Customers will be asked to join the Sharks Frenzy. This also means that a person is not just getting tickets but that they are joining a community.
The development of an app will also mean that customers will see the brand more often as it will be on their phones. Joining the Sharks Frenzy can also be done at any time as it is not linked directly to ticket sales. Currently, the season tickets are sold before the season beings in January which only leaves about 2-3 months for sales.
Meaning:
Performance: As the whole Sharks Frenzy program will be built on a mobile application, the application needs to be reliable and work correctly. It should also provide more information than the Sharks website. The app showcases exclusive content, behind-the-sense content as well as allows member’s to engage with Sharks players directly. For people that purchase season tickets, they will receive an NFC enable card that needs to last the whole year. Durability is vital for this product. The starting price should be R350 and include: Access to behind-the-sense content and exclusive news within the Sharks Frenzy App, Discounts at the Shark Cage, Special offers from sponsors, and a sharks branded hat, Player engagement, engage in charity work with the Sharks. Customers can then add additional benefits as they require such as season tickets, supporters jersey, travel with the Sharks packages, watch the Sharks practice, etc.
Imagery: Winning is vital to the whole brand experience. However, the Sharks can’t create brand resonance by constantly reinforcing their values to create a Brand Personality to inspire members.
Response:
Judgments: The Sharks brand is considered good quality, is seen as credible, and potential customers will consider the member program because they are already Sharks Fans. Sharks fans naturally believe the Sharks brand is superior to all other rugby brands.
Feelings: The Sharks want Sharks Frenzy members to feel: Excitement and Fun when engaging with the Brand.
Relationship:
Brand Resonance will be created by creating a sense of community within the Sharks Frenzy program and allowing members to engage with players. They will encourage people to continue to be a part of the program. By providing the member will merchandise they will be proud to wear the brand. Members will also engage with the Sharks in community outreach to inspire people to rise by lifting others which reenforces the mantra: Together we Rise™
Integrated Marketing Communication Strategy
Message
The key message that will be is that together we rise. By joining together the Sharks can be the best, together we can make a difference in our communities, together me can make a difference in the world. The Sharks will not give up on the field or in life, The Sharks will address the injustices of the past. The Sharks are not a team of individuals by a Frenzy of supporters wanting to inspire people to not give up. To inspire people to reach for their dreams. The Sharks show empathy to their opponents, their fellow men/women. The Sharks will communicate that together we can be more than just a rugby team.
This message will be communicated through a range of different advertising mediums. Through the Sharks social media channels, the newly developed Sharks Frenzy app, and through entertainment offering on match days at Kings Park as well as through special events design to inspire people to rise.
Tone of voice
The Sharks Frenzy will use the following tone of voice:
- Optimistic
- Encouraging
- Empathetic
Digital communication strategy
The Sharks Frenzy program will be a completely in-house digital owned platform. The platform will be linked with the Sharks website. The Sharks have a very strong social media presence and we won’t want to dilute that by creating new social media accounts. The Sharks Frenzy program will use The Sharks main social media channels to promote its offering. As the Sharks Frenzy program is aimed at the most loyal Sharks supporters making use of paid promotions would be unnecessary as the Sharks loyal supporters are most engaged with the brand and its social media platforms. The Sharks website will be leverage to promote the Sharks Frenzy program. Email marketing will be used to promote this new program to the existing Sharks season ticket holders. All digital communication must drive customers to download the app. Once in the app, they will be given the option to become members or make use of the free content.
External focus
The promotion of the Sharks Frenzy program will need to adhere to the Sharks branding guidelines. The external agency will need to design social media posts, email marketing campaigns, and web pages. They will need to ensure the message is consistent, information is accurate and effective.
Internal brand strategy
Creating excitement internally is vital and the excitement can be leaked out to supporters. It will be important to get buy-in from all the staff, management, coaches, and players. The best form of marketing is word of mouth marketing and word of mouth marketing starts with staff talking and being positive about the program. Staff, coaches, and players will need to be trained to engage with members of the Sharks Frenzy app, and also technics to interact and ensure the brand message to consistent. The support staff will need to be trained to resolve technical issues.
Brand Value Chain
Marketing Program Investment:
The Change from season tickets to The Sharks Frenzy the marketing program has increased the target market to meet Sharks fans around the globe’s needs to be a part of the Sharks community. This investment will increase sales as more customers will be able to join The Sharks Frenzy as it will not be limited to geographical location. The additional benefits of receiving merchandise as part of The Sharks Frenzy will allow members to wear the brand with pride and create brand resonance.
Program Quality Multiplier:
This is a unique and innovative product to South African rugby and is relevant. The Sharks Frenzy program will increase fan’s engagement and spend with the Sharks. The customer can customise the value they desire and will build brand equity and increase sales. The Sharks Frenzy will be of the highest standards to match the current Sharks brand standards.
Customer Mind Set:
Brand Awareness will increase as customers join The Sharks Frenzy and wear the brand with pride. More people around the world will be exposed to the brand identity and create greater brand recall.
The new Sharks Frenzy program will give fans benefits and value as they can customise the offer to suit their needs. If I customer doesn’t see value in a particular offering they can exclude it.
This new and improved program will allow customers to engage more with the brand and enforce brand loyalty.
Marketplace Condition Multiplier:
The Sharks Frenzy will set the Sharks apart from all other rugby teams. The brand will also now be front and centre on member’s mobile devices creating brand reinforcement. The increase target market increase the size of the market and most of the Sharks Frenzy member will already be Sharks fans which previously spent little money with the Sharks. The Sharks will be the distributor of their product so will be able to control the experience from beginning to end.
Market Performance:
The customer is willing to pay more compared to competitors if the Sharks team is winning. If the team is losing the customers will be less willing. The same can be said for how much the customer will demand. However, with the increased target market, the market share will increase as customers that were previously excluded can now be included. As the product is now a digital product the marketing efforts are more cost-effective. Customer retention will have little to no cost and acquiring new customers will largely depend on the success of the team.
Investor Sentiment Multiplier:
Being able to reach new customers outside of South Africa means the Sharks financial situation will not be linked completely to the economy of South Africa. The Sharks Frenzy will allow the Sharks to reach new customers around the world and continue to grow the success of the brand. This newly developed product will also mean that the Sharks will reduce their risk from South Africa’s economic conditions and other conditions like COVID-19 which has effectively cut the season ticket holder’s income from the Sharks during the duration of the pandemic. With The Sharks Frenzy program, they would not have been as affected.
Shareholder Value:
The Sharks Frenzy program will retain the existing customers with the same income and potentially more as they increase the benefits they can gain from the new program. With the increased target market, income will increase as current fans can now become Sharks Frenzy members. This increases the value of the share price with will increase the Brand value because of the higher stock price.
Conclusion
The Sharks have always been at the forefront of innovation in the rugby industry. Building on the facilities around Kings Park the Sharks have created a world-class entertainment offering and should continue to improve on this with their new shareholder MVM Holdings and their partnership with Rocnation.
The global pandemic has seen the sports community rocked and left wondering how they can survive without spectators. The Sharks season ticket holders have been unable to attend a game in over a year now and are left wonder what they paid for. There is also a large disconnect with fans who don’t live within the geographical vicinity of Kings Park. This leaves a great opportunity for the Sharks to be innovative and change the way we look at loyal fans.
The Sharks Frenzy app will allow Sharks fans to sign up to become members and receive benefits and rewards based on their membership subscription. Sharks fans can customise the benefits they receive compared to the cost as they add items they want to be included in their membership. Starting with a basic membership that gives fans the opportunity to engage more regularly with the brand and the Sharks players. This will increase brand awareness and brand loyalty.
The Sharks Frenzy app will allow the Sharks to become a global rugby brand as people all over the world can become members.
This will increase the number of supporters who actively engage with the Sharks. It will increase the amount the average supporter spends with the Sharks. It will increase the Brand loyalty and pride the Sharks supporters have in the Sharks. It will reduce the Sharks dependency on the South African economy and reach a broader more diverse audience.
All these factors will increase brand equity and shareholder value. This will set the Sharks apart from every other rugby brand around the world and ensure that the Sharks dominate global rugby all while inspiring people to believe that if they never give up and rise above their difficult circumstances they can achieve great things.
All of these factors will not be done alone by individuals but by a large Frenzy of Sharks supporters.
Together We Rise™.
*Together We Rise is a registered trademark and has been used with permission.
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