Download unit 1 – se mktg, case studies

UNIT 2 – SE MKTG, CASE STUDIES
#1 -- “Worldwide Buzzing”
They frequently stake out their subjects while lurking around a corner, hunkering down in a car,
or perching in a tree. They’re not the police—they’re freelance photographers, called paparazzi.
Often traveling in groups, they track celebrities for candid snapshots and quick cash. The word
“paparazzi” – Italian for “buzzing insects”—comes from the 1959 film LaDolce Vita (“The Good
Life”). An annoying photographer in the movie was named Signor Paparazzo. You don’t have
to be Italian to be a paparazzo, but you do have to be quick, aggressive, and patient. Some
paparazzi make a career out of following a single celebrity. These avid photographers often
bother entertainers and sports figures, whose pictures are sold to the highest bidder. Privacy
laws do little good. The tabloid market is big, and consumers are eager to have the latest
unauthorized photos of Madonna, Shaq, or DeNiro.
#2 – “Fantasy Sports Go High Tech”
Fantasy sports began as a low-tech hobby. Sports fans scanned newspapers for statistics and
created virtual teams of real-world athletes. The successes of the fantasy teams depended upon
those players’ actual performances. Now fans are paying big money to companies that offer
participation in online fantasy-sports leagues. According to a study commissioned by the
Fantasy Sports Trade Association, revenues from fantasy sports subscriptions are expected to
reach $300 million by 2006.
#3 – “Fan Clubs Grow On-line”
Fan clubs for athletes and celebrities make good marketing tools. Thanks to the Internet,
thousands of official and unofficial clubs are formed. They are run by fans, corporations, and
celebrities. Some fan clubs charge fees, such as Tiger Woods’ online fan club at $30. Other
Web sites are free. For example, fanemporium.com, which operates for a group of musical
celebrities, charges no dues. Sites offer newsletters, merchandise, contests, event updates, and
more.
#4 – “Beyond the Gridiron”
Once upon a time, the Super Bowl was a sports contest, pitting the newly formed National
Football League and American League against each other. That was in 1967. Since then the
Super Bowl has become much more than a football championship.
Today the Super Bowl is a media event that makes millions of dollars for stadiums, advertisers,
television networks, and record companies. Even entertainment trade magazines such as Daily
Variety analyze ratings and marketing strategies, as well as game plays, to track profit potential.
Beginning in 1982, the Super Bowl has consistently pulled television audiences of over 70 million
viewers—and sometimes over 90 million. The network that broadcasts the game profits by
charging high rates for advertisers to reach those viewers. In 2004, companies paid CBS an
average of $2.25 million for 30 seconds of commercial time. The high cost of purchasing time
raises the stakes for producing commercials. Some sponsors debut new commercials at the
Super Bowl.
In addition to innovative ads and corporate sponsorships, the Super Bowl features performers
from the recording industry in pre-game, halftime, and post-game shows. Stars such as U2,
Sting, Aerosmith, and Shania Twain are included to attract a broader audience than the football
game could draw by itself. That means higher ratings for the network and higher profits for
advertising sponsors.