Chapter 1: Introduction to the study. 1

Transcription

1 TABLE OF CONTENTS Chapter 1: Introduction to the study Introduction Background sketch Branding Brand equity Branding in South African rugby Reason for the study Formulation of the problem Contribution of the study Objectives of the study Research method Secondary research Primary research Population of the study Sampling method Data gathering Data processing Limitations of the study Orientation of the study. 14 Chapter 2: The South African rugby industry Introduction The South African rugby industry South African Investments Limited (SAIL) v

2 SAIL Sports Brands SAIL Sport and Entertainment SAIL Capitol SAIL Global SuperSport International South African Rugby Football Union (SARFU) The Bulls Rugby Union Boland Rugby Union Border Rugby Union Eastern Province Rugby Union Falcons Rugby Union Free State Rugby Union Golden Lions Rugby Union Griffons Rugby Union Griqualand West Rugby Union Leopards Rugby Union Mpumalanga Rugby Union Natal Rugby Union South Western Districts Rugby Football Union Western Province Rugby Union The South African competitions Provincial competitions The ABSA Currie Cup The Vodacom Cup National Under-20 Tournament Regional tournament: the Super South African national rugby teams Conclusion Chapter 3: Sports marketing Introduction The nature of sports marketing. 65 vi

3 3.2.1 Consumers Loyalty Competition Promotion Price Distribution Product Management The sports industry Sports consumers Spectators as consumers Participants as consumers Sports producers and intermediaries Sports products Sponsorship Sports consumer behaviour Consumer decision making Individual factors that influence consumer decision making Group factors that influence consumer decision making Level 0: Nonconsumers or indirect consumers Level 1: Nonpattern attenders Level 2: Attenders Level 3: Frequent attenders Sports participant consumer behaviour Situational factors Spectator consumer behaviour Initial stage Identification stage Optimal internalisation stage The sports marketing strategy Market segmentation and targeting Marketing mix decisions Sports product. 107 vii

4 Distribution Pricing Promotion Conclusion 112 Chapter 4: Branding and brand equity Introduction Fundamentals of branding Brand elements Branding decision Brand-sponsor decision Brand-name decision Brand-strategy decision The benefits of branding Brand equity Brand awareness Perceived quality Brand loyalty Brand associations Brand management Identifying and establishing brand positioning and values Customer- based brand equity (CBBE) Brand positioning and values Planning and implementing brand marketing programmes Decisions relating to brand elements Marketing activities Measuring and interpreting brand performance Developing a brand equity measurement and management system Measuring sources of brand equity Growing and sustaining brand equity Conclusion 160 viii

5 Chapter 5: Research methodology Introduction Marketing research The marketing research process Step 1: Identifying and formulating the problem or opportunity Step 2: Formulating the research objectives Step 3: Developing a research design Step 4: Conducting secondary research Step 5: Selecting a primary research method Observational research Experimental research Survey research Step 6: Determining the research frame Sample frame Sample size Selecting the sampling method Step 7: Gathering the data Step 8: Processing the data Descriptive statistics Inferential statistics Determination of brand equity Reliability and validity Step 9: Reporting the research Conclusion Chapter 6: Research Results Introduction Profile of the sample Demographic profile Gender composition of respondents Average age of respondents ix

6 Race distribution of respondents Rugby supporter profile Scale of support Rugby team personally supported Period of support Team most admired Amount of rugby games respondents watch Average price for a rugby ticket and rugby jersey Attitudes towards the industry Awareness of rugby teams Awareness of the regional rugby teams Awareness of the provincial rugby teams Awareness of the South African national rugby teams Awareness of the regional rugby team s brands The Bulls The Cats The Sharks The Stormers Awareness of the provincial teams brands The Blue Bulls The Boland Cavaliers The Border Bulldogs The Cheetahs The Eagles The Falcons The Golden Lions The Griffons The Griquas The Leopards The Mighty Elephants The Mpumalanga Pumas The Natal Sharks Western Province 245 x

7 6.4.6 Awareness of the national teams brands The Springboks Brand association The Bulls The Cats The Sharks The Stormers The Blue Bulls The Border Bulldogs The Boland Cavaliers The Cheetahs The Eagles The Falcons The Golden Lions The Griffons The Griquas The Leopards The Mighty Elephants The Mpumalanga Pumas The Natal Sharks Western Province The Springboks Brand loyalty Perceived quality (Trust and confidence) The Bulls The Cats The Sharks The Stormers The Blue Bulls The Border Bulldogs The Boland Cavaliers The Cheetahs The Eagles. 283 xi

8 The Falcons The Golden Lions The Griffons The Griquas The Leopards The Mighty Elephants The Mpumalanga Pumas The Natal Sharks Western Province The Springboks Determination of the brand equity Conclusion 293 Chapter 7: Conclusion and recommendation Introduction Conclusions Demographic profile and attitude towards the industry Rugby support profile Brand equity of the provincial, regional and national rugby teams of South Africa Awareness of rugby teams Brand equity of rugby teams Recommendations Provincial rugby brands Regional rugby brands National rugby brands Reconciliation of the objectives of the study Areas of future research Conclusion 330 BIBLIOGRAPHY. 332 ANNEXURE A xii

9 LIST OF FIGURES Figure 1.1 Branding and brand equity. 2 Figure 2.1 The main role players in the South African rugby industry Figure 2.2 South African Investments Limited Figure 2.3 SAIL Sports Brands Figure 2.4 SAIL Sport and Entertainment Figure 2.5 SAIL Capitol Figure 2.6 SAIL Global Figure 2.7 SuperSport rugby brands Figure 2.8 Structure of SARFU Figure 2.9 SARFU s revenue sources for Figure 2.10 Blue Bulls rugby brand Figure 2.11 Cavaliers rugby brand Figure 2.12 Bulldogs rugby brand Figure 2.13 Mighty Elephants rugby brand Figure 2.14 Falcons rugby brand Figure 2.15 Cheetahs rugby brand Figure 2.16 Lions rugby brand Figure 2.17 Griffons rugby brand Figure 2.18 Griqualand West rugby brand Figure 2.19 Leopards rugby brand Figure 2.20 Pumas rugby brand Figure 2.21 Natal Sharks rugby brand Figure 2.22 Eagles rugby brand xiii

10 Figure 2.23 Western Province rugby brand Figure 2.24 The Bulls brand Figure 2.25 The Cats brand Figure 2.26 The Sharks brand Figure 2.27 The Stormers brand Figure 2.28 The development of the Springbok logo Figure 2.29 Springbok Sevens brand Figure 2.30 Rugby brand of other South African national rugby teams. 62 Figure 3.1 The nature of sports marketing versus traditional marketing. 66 Figure 3.2 Role players in the sports industry Figure 3.3 Classification of spectators Figure 3.4 Classification of participant consumers Figure 3.5 Sports products Figure 3.6 Range of sports products Figure 3.7 The sports product map Figure 3.8 Consumer behaviour in sport Figure 3.9 The escalator approach to sports marketing Figure 3.10 Model of participant consumption behaviour Figure 3.11 Spectator consumer behaviour Figure 3.12 Fan identification process Figure 4.1 Fundamentals of branding Figure 4.2 Branding decisions Figure 4.3 The benefits of branding Figure 4.4 Brand valuation model Figure 4.5 The sources of brand equity Figure 4.6 The strategic brand management process Figure 4.7 Identifying and establishing brand position and values Figure 4.8 Possible Springbok Rugby associations Figure 4.9 The brand value chain Figure 5.1 Classification of research data Figure 5.2 The marketing research process Figure 5.3 Observational research Figure 5.4 Classification of experiments xiv

11 Figure 5.5 Classification of survey methods Figure 5.6 Multistage sampling process followed in this study Figure 5.7 Aaker s Brand Equity Ten Model Figure 6.1 Gender composition of respondents Figure 6.2 Percentage of respondents in each age group (n = 496) 204 Figure 6.3 Race distribution (n = 501) Figure 6.4 Boxplot of the claimed rugby support by different race groups 209 Figure 6.5 Distribution of prices respondents were willing to pay for a rugby ticket (n = 343) Figure 6.6 Distribution of prices respondents will pay for a rugby jersey (n = 402) Figure 6.7 Trust and confidence in the Bulls (n = 286) Figure 6.8 Trust and confidence in the Cats (n = 204) Figure 6.9 Trust and confidence in the Sharks (n = 354) Figure 6.10 Trust and confidence in the Stormers (n = 384) Figure 6.11 Trust and confidence in the Blue Bulls (n = 162) Figure 6.12 Trust and confidence in the Cheetahs (n = 76) Figure 6.13 Trust and confidence in the Golden Lions (n = 86) Figure 6.14 Trust and confidence in the Natal Sharks (n = 56) Figure 6.15 Trust and confidence in Western Province (n = 193) Figure 6.16 Trust and confidence in the Springboks (n = 439) Figure 7.1 Springboks associations Figure 7.2 Stormers associations Figure 7.3 Bulls associations Figure 7.4 Sharks associations Figure 7.5 Blue Bulls associations Figure 7.6 Western Province associations Figure 7.7 Natal Sharks association Figure 7.8 Cheetahs associations Figure 7.9 Cats associations Figure 7.10 Golden Lions associations Figure 7.11 Mpumalanga Pumas associations Figure 7.12 Boland Cavaliers associations xv

12 Figure 7.13 Mighty Elephants associations Figure 7.14 Border Bulldogs associations Figure 7.15 Leopards associations Figure 7.16 Positioning map of the various South African rugby teams according to their winning performance and brand equity score 321 xvi

13 LIST OF TABLES Table1.1 Provincial, regional and national rugby teams of South Africa 6 Table 2.1 Currie Cup attendance figures for 2000 to Table 2.2 Super 12 attendance figures for 2000 to Table 2.3 Attendance figures for the 2000 to 2003 Tri-Nations played in South Africa Table 2.4 Attendance figures for rugby tests played in South Africa in 2000 to Table 5.1 Summary of questionnaire Table 5.2 Number of respondents selected in each rugby province Table 5.3 Relevant statistical test Table 6.1 Number of respondents in each rugby province Table 6.2 Cross-tabulation of gender by rugby area Table 6.3 Descriptive information of age distribution (n = 496) Table 6.4 Comparison of the average age within rugby areas : ANOVA 205 Table 6.5 Degree of rugby support (n = 510) Table 6.6 Correlation between degree of rugby support and age Table 6.7 Comparison of males and females regarding degree of rugby support: T-test for differences in means Table 6.8 Teams personally supported (N = 507) Table 6.9 Percentage support for teams in each area Table 6.10 How long supporters have supported their teams Table 6.11 Most admired rugby teams in South Africa Table 6.12 Cross-tabulation between the most admired rugby teams and the eight most supported rugby teams Table 6.13 Descriptive information of number of games watched (n = 508) xvii

14 Table 6.14 Descriptive information of number of games watched at a stadium (n = 497) Table 6.15 Descriptive information on the amount respondents were prepared to pay for a ticket (n = 343) Table 6.16 Average amount a team supporter was willing to pay for a ticket Table 6.17 Descriptive information on the amount respondents were willing to pay for a rugby jersey (n = 402) Table 6.18 Average amount a team supporter was willing to pay for a jersey 223 Table 6.19 Descriptive information on attitudes towards the industry (508 n 511) Table 6.20 Comparison of males and females on their attitudes towards the industry: independent t-test Table 6.21 Correlation between age and attitude towards the industry Table 6.22 Top-of-mind awareness of the regional rugby teams Table 6.23 Top-of-mind awareness of the provincial rugby teams Table 6.24 Top-of-mind awareness of the national teams Table 6.25 Awareness of the colours and logo of the Bulls Table 6.26 Awareness of the colours and logo of the Cats Table 6.27 Awareness of the colours and logo of the Sharks Table 6.28 Awareness of the colours and logo of the Stormers Table 6.29 Awareness of the colours and logo of the Blue Bulls Table 6.30 Awareness of the colours and logo of the Cheetahs Table 6.31 Awareness of the colours and logo of the Golden Lions Table 6.32 Awareness of the colours and logo of the Natal Sharks Table 6.33 Awareness of the colours and logo of Western Province Table 6.34 Awareness of the colours and logo of the Springboks Table 6.35 What is the first thing that comes to mind when you think of the Bulls? Table 6.36 Complete the sentence: The Bulls are Table 6.37 What is most unique about the Bulls? Table 6.38 What is the first thing that comes to mind when you think of the Cats? xviii

15 Table 6.39 Complete the sentence: The Cats are Table 6.40 What is most unique about the Cats? Table 6.41 What is the first thing that comes to mind when you think of the Sharks? Table 6.42 Complete the sentence: The Sharks are Table 6.43 What is most unique about the Sharks? Table 6.44 What is the first thing that comes to mind when you think of the Stormers? Table 6.45 Complete the sentence: The Stormers are Table 6.46 What is most unique about the Stormers? Table 6.47 What is the first thing that comes to mind when you think of the Blue Bulls? Table 6.48 Complete the sentence: The Blue Bulls are Table 6.49 What is most unique about the Blue Bulls? Table 6.50 Brand association of the Border Bulldogs Table 6.51 What is most unique about the Border Bulldogs? Table 6.52 Brand association of the Boland Cavaliers Table 6.53 What is most unique about the Boland Cavaliers? Table 6.54 What is the first thing that comes to mind when you think of the Cheetahs? Table 6.55 Complete the sentence: The Cheetahs are Table 6.56 What is most unique about the Cheetahs? Table 6.57 What is the first thing that comes to mind when you think of the Golden Lions? Table 6.58 Complete the sentence: The Golden Lions are Table 6.59 What is most unique about the Golden Lions? Table 6.60 Brand association of the Leopards Table 6.61 What is most unique about the Leopards? Table 6.62 Brand association of the Mighty Elephants Table 6.63 What is most unique about the Mighty Elephants? Table 6.64 What is the first thing that comes to mind when you think of the Natal Sharks? Table 6.65 Complete the sentence: The Natal Sharks are xix

16 Table 6.66 What is most unique about the Natal Sharks? Table 6.67 What is the first thing that comes to mind when you think of Western Province? Table 6.68 Complete the sentence: Western Province is Table 6.69 What is most unique about Western Province? Table 6.70 What is the first thing that comes to mind when you think of the Springboks? Table 6.71 Complete the sentence: The Springboks are Table 6.72 What is most unique about the Springboks? Table 6.73 Descriptive information about statements referring to loyalty (506 n 511) Table 6.74 Mean loyalty scores of each team Table 6.75 Trust and confidence in the Border Bulldogs Table 6.76 Trust and confidence in the Cavaliers Table 6.77 Trust and confidence in the Eagles Table 6.78 Trust and confidence in the Falcons Table 6.79 Trust and confidence in the Griffons Table 6.80 Trust and confidence in the Griquas Table 6.81 Trust and confidence in the Leopards Table 6.82 Trust and confidence in the Mighty Elephants Table 6.83 Trust and confidence in the Mpumalanga Pumas Table 6.84 Brand equity of the provincial, regional and national teams of South Africa Table 7.1 Brand equity and winning performances of the provincial, regional and national rugby teams of South Africa xx