Month: November 2010

Axcess Sport Consulting is a consulting agency specialized in the management of athletes’ carriers in the development of sports marketing projects. Focusing mostly on soccer (football) and rugby, Axcess has been able to help soccer players in expanding their career and is already sponsoring the Rubgy team in Curitiba, Brazil. It is important to notice that Rubgy in Brazil is increasing in popularity. In a country like Brazil, who has the best soccer players in the world, it might make more sense to focus on this sport. However Axcess is thinking ahead by being one of the first sponsors of the CRC (Curitiba Rugby Clube) which has the potential to grow significantly in the upcoming years. The agency is preparing itself for the FIFA World Cup of 2010, and the Olympics of 2016, which will both be in Brazil during those years. Since it is a great opportunity for Axcess to increase both its brand image and its profit, Jean Claude Malgarini (the founder) is taking the risks necessary to make  Axcess a stronger agency. With their website, their blog, their twitter and facebook accounts, Axcess is ready to be viewed as a powerful sport consulting company. Having two divisions: one of sponsoring sport events and one sponsoring players, Axcess follow the model of most Sport Marketing agencies, allowing them to expand not only on one area of sport sponsorship. As seen in case 3 and class 23, companies such as Bell used sport marketing and sponsorship during the Winter Olympics of 2010 to increase their brand image and their market share using a worldwide sporting event. With the Wolrd Cup and the Olympics approaching in Brazil, Axcess has started to prepare the field for a great success in promoting sport and its sponsors.

w w w . A x c e s s -S p o r t s . c o m

U M  N O V O  I N C E N T I V O  A O  E S P O R T E !

At the age of 20 years old my mom drove her Mini Cooper, today, I want it as my future car. BMW’s Mini Coopers are what we can call vintage innovations. They have been redesigned to fit the latest automobile technology, while keeping their cute model and design. The production of the new Mini Coopers has been a great success; I honestly see them around a lot. BMW, the German automobile and engine manufacturing company, took the risk of redesigning Mini Coopers and put them back in the market again. Such a great idea would not have been made if the company didn’t have the characteristics that describe entrepreneurial. Innovations and risks are key words that BMW certainly understand and not only implement but master. It is also known for its great performance and its luxury vehicle. Entrepreneurship is not only about creating a new product and taking the risks necessary to make the opportunity actually happen, it is also about knowing how to make a substantial wealth rapidly. It is about making a company more alive, making it stand out in this business world. BWM was able to show its entrepreneurial abilities, with its wide market ranging from formula 1 cars, motorcycles, luxury cars, to its latest success: Mini Coopers.

Usually change occurs when something is not going well. At least that’s what most of us think when we think of change. We associate it to a negative source/reason. Two articles in the Harvard Business Review have illustrated different kinds of change in an organization. The first kind I have encountered is the one is “motivated by misery”. The need for creation of a new structure, a new product or even a whole new company comes from the lack of an important factor. The first article uses Mark Zuckerberg and the creation of Facebook as an example. Because of his lack of friendship, Mark was driven to create an easy way to make friends everywhere. This idea could be applied in the organizations as a new strategy(class 9): “To motivate employees, managers could look for what’s missing in someone’s life and steer him or her toward activities that help them fill the void.” Dissatisfaction will lead to innovation. Changes will want to be made.( http://blogs.hbr.org/kanter/2010/11/mark-zuckerberg-and-misery-as.html)

The second article showed that even when nothing is going wrong, changes are needed. Changing the structure of the organization will make the company even better. A company may fear change, but   “restructuring gets people to start forming new networks, making the organization as a whole more creative. It also disrupts all the routines in an organization that collectively stifle innovation and adaptability.”(http://hbr.org/2010/06/change-for-changes-sake/ar/1)

Rather it is from positive or negative reasons, change can increase the motivation and productivity of employees and result in a stronger company. So why not change? Take the risk, do what you need to do and what you want to do.

Why do you buy this product instead of this other? Rather you are shopping for clothes, food, or IT products; you will have to decide on which brand to choose from.  But how does this affect the companies selling the products? Does it mean that if the brand is not well positioned, as we have seen in class, or not strong enough, it won’t sell? Well, kind of. And Rogers understood that. The article in the Financial Post here, illustrated the company’s goal: “Keep customers faced with a growing array of choices glued to Rogers media.”  They want to offer what customers want.  And most of us want BRANDS. We want the quality at a good price. We want what was seen recently on TV or commented as the most popular.

With media assets, Rogers is able to “catch” its customers with the use of “shining” brands. Therefore just as we have seen with Zara’s marketing and supply chain, the way they move fast, produce less but produce frequently is what attracts consumers. Customers want differentiators, Roger’s HD TV channels, or the newest phones at their stores! They feel confident about what they are selling, and it is working. Indeed it may be all about brands, but mostly, on how good they are at getting customers to choose them.

Read more: http://www.financialpost.com/news/about+brands/3760914/story.html#ixzz14ICvItIY

Check out those 2 Rogers commercial: How are they influencing people’s choice?

Rogers Wireless

On the go