Download Graduate Trainee Programme 2015 Customer and Marketing

Graduate Trainee Programme 2015
Customer and Marketing
Information Technology & Sustainability Division
Three Core Business Pillars
Sports & Betting
Entertainment
Club
Membership
Charity
Three Core Business Pillars
Sports & Betting
Entertainment
Customers &
Marketing
Division
Club
Membership
Charity
Customer and Marketing Division (C&M)
• Provide quality marketing, CRM & betting services to
the businesses of HKJC
• Drive wagering business results through 3 products:
Racing, Football and Mark 6
• Provide customers with an impressive total
customer experience
• Sustain turnover growth in a responsible manner
• Combat illegal betting
Customer & Marketing Division
Product and Marketing
•
•
•
Racing Marketing
Football & Lottery
Marketing
Football Trading
Segments and Experience
•
•
•
•
•
Member & Premier
Segment
New Segment
Public Segment
Racecourse Customer
Experience
Customer Digital
Experience
Development
Operation-Oriented
•
•
•
Betting Systems and
Betting Control
Customer Service
Broadcasting
Services
Product and Marketing
Design, operate, package & promote different
products
• Racing & Race day Experience
• Football & Lottery
• Football Products
6
Product and Marketing – Racing Marketing
Racing news
Customers
PR coverage
Goodwill
Out-Of-Home
Media
Off-course
racing branches
Bloggers
WeChat
Sponsor partners
Facebook
Members’ Magazine
Badges
Direct Mailing
TV Commercial
Spokesperson
Social media
Leaflet
Racecourses’ venues
Performance of
horses
Build the Racing
Brand
Print
Creative visual
Merchandise
Jockeys
Trainers
Logo
Product and Marketing – Racing Marketing
Objectives
RC Experience
Promote Racing
as a Sport and
Social
Entertainment
thru…
Racing
Sponsorship
Merchandise
Happy
Wednesday
Major Race
days
Product and Marketing – Racing Marketing
11 Major Racedays in Sha Tin
9 Nov
Sa Sa
Ladies’
Purse Day
1 Oct
National
Day
14 Sep
Season
Opening
14 Dec
LONGINES
Hong Kong
International
Races
15 Mar
BMW Hong
Kong Derby
26 Apr
Audemars
Piguet QEII
Cup
10 Jan
130th
anniversary
1 Jan
New Year
Race Day
21 Feb
CNY Race
Day
3 May
Champions
Mile
12 July
Season
Finale
Product and Marketing – Racing Marketing
Pre-event Events to generate PR coverage and
create exciting on-course events
Product and Marketing – Racing Marketing
TV Commercials to generate mass coverage
@ terrestorial, paid & digital channels
Product and Marketing – Racing Marketing
Media partnership to leverage on media word of month
Product and Marketing – Racing Marketing
Digital & Social media platform
Viral video in YouTube
Popular Mobile media
coverage
Thematic website
Key Opinion Leader (KOL)
Facebook post
Product and Marketing – Racing Marketing
Themed merchandise to build brand loyalty
Product and Marketing – Racing Marketing
Branding
projects
2014/15
HW
Party
Calendar
New
15
Our Vision
Transforming Racing Experience into Social Entertainment
Create a
“Young, Trendy, Vibrant,
Worldly Racing Experience”
for the young affluent target segment through
Happy Wednesday
Product and Marketing – Racing Marketing
Broaden the appeal of horse racing through strategic alliance with
selected brands
Product and Marketing – Racing Marketing
Digital Marketing Focus and Content Driven
Product and Marketing – Racing Marketing
Digital Marketing Focus and Content Driven
Product and Marketing – Racing Marketing
Digital Marketing Focus and Content Driven
Product and Marketing – Racing Marketing
Self-financing marketing lever to drive loyalty and
awareness of racing brand
Merchandise
Product and Marketing – Racing Marketing
Shops and Branch Showcases
Product and Marketing – Sports Trading
Sports Trading
Trading Solutions
Provide algorithmic and statistical
solutions to Trading to drive business
performance
Trading
Pricing – Compile accurate prices of sports events
Risk Management – Effective trading practice and
customer management
Football
Trading Team
Fixed Odds Racing
Trading Team
2-year
Academy Program
for fresh graduates
Junior
Trader
Trader
Senior
Trader
Trading
Manager
Senior
Trading
Manager
Executive
Manager,
Trading
Operations
Head
Director
of
of
Trading
Trading
Product and Marketing – Sports Trading
Strong Growth in Trading Business
2003
2014
1
3
10+
60+
2,700+
Up to 10,000
Football Turnover
HK$ 16.1 B
HK$ 62.2 B
Betting Duty Contribution
HK$ 0.8 B
HK$ 4.9 B
Teams in Trading Department
Members in Trading
Department
Number of Matches Offered
We are growing &
Our teams are expanding…
Product and Marketing – Sports Trading
Key Member in Global Lottery & Sports Community
The HKJC
As a key member of:
- World Lottery Association
- Asian Lottery Association
- Asian Racing Federation
- European Security System
Association (FIFA)
Segment and Experience
• Segmentation of customers
• Design and Operate CRM programs
• Design and Operate Loyalty programs
• Design and shape racecourse customer
experience
26
Digital Customer Experience Development
• Designing customer digital interfaces in Mobile Apps (IOS & Android)
• Designing content on web & digital devices
• Customer digital innovation
Operation -oriented Departments
• Betting Systems and Betting Control
• Customer Service Teams
• Broadcasting Services
28
Why HKJC
Successful entity with
unique business model
that you can’t find else
where in the world
A force for good in
society with charitable
donations to HK
community
Huge resources and
sufficient internal
support
Offering top-class
sporting
entertainment
Set high standard
with numerous of
on-job trainings for
staff
Customer-centric to
offer excellence
services
Career Path of Trainee in C&M
Graduate
Trainee
Completion of
Programme with
Satisfactory
Performance
Assistant
Manager or
equivalent
Additional
Exposure
&
Experience
Manager /
Project Manager
30
Being a Marketer
Be passionate about
your brand
Be curious
about what’s
happened in the
market
Be creative
to explore new ideas
Be analytical
to measure the
effectiveness
Being a Sports Trader
• Passion
• Articulate and decisive
• Dynamic and adaptive to
multi-cultural
environment
• Sensitive to numbers