Marketing
UFC History and Definition
-MMA: Mixed Martial Arts -UFC: Ultimate Fighting Championship, also a MMA promotion company -UFC: 1993 UFC Introduced by SEG (Semaphore Entertainment Group) -2001 Zuffa Inc. Purchased UFC from SEG for 2 million CLICK!
ZUFFA Promotion Approach
"NEW UFC" Present -Repackages the UFC with a new image -promoted as a legitimate sport -branding logo, octagon, consistency -focused on athleticism and competition against each other and not violence -emphasized safety for fighters, no dangerous strikes -established 8 weight classes,more competitive match-ups -uniformed look, only shorts, gloves. no shoes, gis, etc CLICK!
SEC Promotion Approach
"OLD UFC" -Brutal, Primal and Dangerous sport -Tough -Unclear rules and regulations -no uniformity, in weight class matches, or dress codes CLICK!
Outline
I will discuss briefly about the history of the UFC from past to present How marketing can dictate the failure or success of the UFC. CLICK!
Conclusion
Conclusion: Following the four p's of marketing especially Promotion lead to its success. And deliver a quality product that the consumers demand domestically and globally
Controversy and reform
Controversy and Reform: -Worked closely with Athletic Commissions, to comply with state rules and regulations -Even Sen McCain: recanted his stance "no longer human cock fighting" -managed to flip ban, and went from being banned in 36 states to now sanctioned in 45 states -now being viewed more as a legitimate sport -evidenced in Fox Network -Real sponsores: Nike, Under Armor, Bud Light, Harley Davidson, Gatorade... CLICK!
Demographics
DEMOGRAPHICS: ages: 18-34 years old MALES gender : 75% males, 25% females: although gap is closing with more female interest CLICK!
ZUFFA Future Goals
Future GOALS! -Shown only on Networks: More mainstream -Introduce Women's Division: Expand Product Depth -Children's League: train new fan base, potential stars -Expand in global markets focus on ASIA: Huge potential fan base, next events in Macau and Singapore CLICK!
Introduction
Good Morning, My name is George Vo. The topic I would like to share with you is UFC And how the UFC applied Marketing Principles to turn things around
UFC Poster
Note Stark Difference from the original Poster: -No statements of of violence -States facts, information about event -Blue color, neutral, moves away from RED: blood -Fighters look uniform -lack of violent images -Now on FOX network, Free event CLICK!
UFC Poster
POSTER - Original Note statements such as: -"most controversial event ever" -"unrated: contains violent material" -"there are no rules" -color red is splashed throughout, Blood -violent images -furthers the stigma of a brutal sport CLICK!
Zuffa Success : Place
Place: -PPV, Fox Network, 45 States, global markets -Even stream preliminary fights on Facebook -Global markets Brazil, Canada, Japan, China, Philippines, England, Germany... SWIPE!
SEG Short falls : Place
Place: -failed to secure distribution channels -such as PPV, Showtime, mainstream networks (NBC,ABC, Fox) and various States -lack of global presence SWIPE!
SEG Short falls: Price
Price: -focused very little on added value -no added value, failed to create excitement and interest for future events, repeat business SWIPE!
Zuffa Success: Price
Price: -surveyed consumers generally believe ppv is priced fairly -added value to product -deliver exciting events and memorable experiences SWIPE!
SEG Short falls : Product
Product : -did not appeal to mainstream markets, because it was largely misunderstood and had stigma -people assumed that this was more of a spectacle rather than a sport -events were not family friendly -did not diversify their product line SWIPE!
Zuffa Success : Product
Product: -TUF: the ultimate fighter, t.v. series (allowed it to spring into the main stream) -UFC Fight Night: free fight cards to introduce upcoming stars/fighters, allowing potential fans to watch without paying for a PPV event SWIPE!
Zuffa Success : Promotion
Promotion: -UFC fan expo: fans meet fighters, new products, exposure, education of sport to fans -non fighting fighters in audience, creates excitement, allows fans to meet fighters, helps promote the next upcoming events 2-3 cards away -celebraties: shows commonality between fans and celebrities that enjoy UFC... such as Mandy Moore if a harmless pop/folk singer is a fan-cant be all that bad! -Promotion is Key to the new UFC CLICK!
SEG Short falls : Promotion
Promotion: promoted as a violent sport, dangerous & blood bath death can occur lack of focus of martial arts, and competition, focused on shock and curiosity factor CLICK!
ZUFFA OUTLOOK
Shows a consistent growing fan base Changes in ALL Sports fans: -UFC Fan base is constantly growing as, NFL, MLB, NBA are declining slowly Changes in Fan Base: 15% increase in fan base 30% increase in avid fan base CLICK!
ASK! What is the best way a company can fend of bankruptcy? Tap!!!
TAP!!! Why turning to marketing of course! -Specifically PROMOTION
SEC Controversy
Which leads to CONTROVERSY -violent promotion, drew a lot of criticism and scrutiny - one of which is Sen. McCain called it "human cockfighting" -he led a campaign to ban "MMA" in 36 states -Failed to comply with Athletic Sports Commissions -Result UFC/MMA remained underground, and not a legitimate sport -lacked quality sponsors, due to its violent nature CLICK!