Final really final

HSBC ASIAN 5 NATION (A5N) Rugby Tournament

For the field trip, I have chosen to attend two games of the HSBC Asian 5 rugby tournament. Both of the games are held at Yio Chu Kang Stadium, namely Singapore Vs Kazakhstan, and Singapore Vs Japan. The games were played on 9^th may and 23^rd may respectively.

Marketing strategy and marketing mix

HSBC Asian 5 rugby tournament is the Asia’s version of many rugby tournament found in the world, e.g. RBS Six nations. Just like the other rugby tournaments, the HSBC Asian 5 provides an adrenaline rush, and of course an unforgettable experience for all. The HSBC Asian 5 rugby tournament is launched by HSBC Asia-Pacific CEO Sandy Flockhart, ARFU President Choi Won Tae and Rory Underwood. It is to allow Asia Rugby’s Standards to grow and a chance for us to find which team is the Strongest in Asia.

I am going to use RBS six nation as a basis of comparison, as it’s a similar tournament that finds out which team is the best in Europe.

1) Product

It is anything that can be offered to a market for attention, use or consumption that satisfies one’s need or want.

The big hits and amazing breakthroughs make the rugby Game the core product of HSBC Asian 5 rugby tournament, and as well for the RBS six nations Rugby Tournament. Although it’s the first time Singapore ever played at such high standard in Rugby league and its truly a eye opener for us to see how huge players of higher standard were, but the games Singapore played in was mostly a one sided game. No matter how hard Singapore tried, they couldn’t break through the hard defense of Japan and Kazakhstan, which leads them to the end of their Asian 5 tournament.

However, the level of excitement is higher in game of the RBS Six nation, as teams are equally strong and they are of international “A” class standards. People will definitely be more willing to pay and watch a match between England and Ireland, then to pay the same amount and watch a game between Singapore and Japan.

2) Price

It is the total sum of value customers exchange for owning a product or using a service.

For the HSBC Asian 5 rugby tournament, there are two different tickets, The Adult ticket which costs $25, and the Student ticket which costs $10. If you were to buy it as a bundle under clubs or schools, the ticket will only cost you $4. The prices are kept the same for both matches, but during half time of the Singapore vs. Kazakhstan game, it became free entry for all. Food and beverage are sold in the stadium itself too; there are ramily burgers which cost $3 per burger, and also Guinness Stout which cost $8 per can. Merchandises like the Singapore rugby union shirts, and Singapore rugby Jersey can be purchased there as well.

As for RBS six nation, prices of the ticket vary with the match, if its two powerhouses against each other, price of tickets can rise up to 300 pounds, and as for normal games, tickets are about 150 – 200 pounds.

3) Place

It is the physical place and how it is created through programming and designing.

Both the games are held at Yio Chu Kang Stadium. Tents were set up for the merchandise and food and beverages stations. Yio Chu Kang Stadium is located just behind Yio Chu Kang Mrt station, so it can be easily assessed. However, no other attractions or malls are located near the stadium.

RBS Six nation’s games are similar to the HSBC Asian five ones, as they have games in several stadiums over the continent. Sizes of those stadiums are at least two times larger then Yio Chu Kang stadium and some even have a mall in it.

4) Promotion

It refers to the full range of “communication mix” including: advertising, Public Relation, personal selling, direct marketing and sales promotions. The communication mix requires ongoing management and relationship building, not just one-off efforts.

HSBC Asian 5 was advertised over radio channels such as 98.7 fm, one of the most popular radio channels in Singapore, its official website http://www.a5nrugby.com , and not forgetting a very powerful tool, word of mouth. Singapore Rugby union gave special priced ticket for Schools and clubs, and that allowed them to attract almost every rugby player in Singapore.

RBS Six Nation’s website is already updated with 2010 fixtures and tickets are already up for booking, and there is several rugby websites already counting down for the next six nations to begin.

5) Packaging

Destination can package events with other attractions and services, or events can offer their own. The distribution network is important when selling tickets. Intermediaries of various types will be required. Good relationships must be captivated with packaging partners and intermediaries

HSBC Asian 5 is organized by Asian Rugby football Union which connected well with its intermediaries, in this case Singapore Rugby union (SRU). Being the Biggest Rugby event yet to happen in Singapore, SRU did a great job in setting up the event, in charge of ticketing and even had one of the games on live telecast despite not having a high panel to station the video cameras at Yio Chu Kang Stadium.

6) Partnership

In order to make the festival successful, we need different partners to work together towards the objective, and when packages are jointly marketed, event managers might have to modify their price and even their products to make the packages more attractive.

There are several other partnerships working closely with ARFU and HSBC to make the HSBC Asian 5 happen. One of the biggest partners that made the game held in Singapore a success would be Singapore Rugby Union.

7) People

The interactions between customers, the setting, and the staff volunteers constitute a large part of the event experience.

Most of staffs that worked in HSBC Asian 5 are appointed by Singapore rugby Union (SRU). All the staffs that participated in the event were very cheerful and approachable, and they took care of difficult situations well. Some of the staff even helps explain the rules to people who had no clue what is going on in the field. They kept the event from troublemakers and kept the event running smoothly, and they are also able to prevent traffic congestion from occurring; this increase customer’s satisfactory as they will not have to wait.

In RBS Six nation, staffs are supposed to be alert as they are handling a very large crowds and anything can happen.

8) Programming

Programming within the event is also a marketing strategy, especially by way of creating targeted benefits.

Although the game between Singapore and Japan or Kazakhstan is the main product, but before that takes place, there will be game between clubs or schools to keep the crowd warmed up. On both days the event will start around 1 and the games for Singapore would start at 5, so mini challenges and games will be in place from 1- 5. Fortunately I got to take part and play in the Onishi cup right before Singapore takes on Japan.

RBS Six nations also have aged group game before the men’s teams take the field.

Best Practices

For the HSBC Asian 5 I would say the Product would be the best practice. This is the1st time Singapore 15 aside men’s team qualify for the HSBC Asian 5 rugby tournament, and this have indeed ranked Rugby a “B-“(Standard) Sport. It is also very rare for Singapore rugby team to have a paid event other then IRB Singapore sevens. HSBC Asian 5 allows us to see how the Singapore rugby team plays, as rugby is one of the more uncommon sports in Singapore unlike Soccer. Although both the games was one sided, but it will still be a better option as we finally can see our country’s rugby team in action.

As for IRB Six nation, I would say the place would be the best practice. The Stadiums that is used for the six nations would be estimated 3-5 times bigger then Yio Chu Kang Stadium, and that alone will definitely attract visitors all over the world just to be in the crowd cheering with almost forty thousand other fans.

Reflect on the main purpose of the event

I think other then finding out which team is the best in Asia, HSBC Asian 5 rugby tournament want to increase public awareness about Rugby. The main purposes would be to promote and increase standards of Rugby in Asia, as apparently rugby is not a popular sport in Asia, unlike Soccer and basketball. And on top of that this event also allowed Singaporean to see our local rugby team in action, and also a golden opportunity for Singapore’s players to shine and showcase their skills in front of their love ones. This can definitely be said as “killing four birds with one stone”.

Stakeholders

Without stakeholders, the event would never even happen. And from what I learn from lecture one, Stakeholder includes:

Host organization: HSBC and ARFU

Host Community: Singapore Rugby Union, Singapore sports council

Sponsors: Guinness, Kukri, and Gilbert.

Media: Euro Sports, 98.7Fm

Co-workers: Singapore Rugby Union Staffs

Participants: Kazakhstan Rugby team, Japan Rugby team, Bedok Kings, Japanese association, Singapore Cricket club old boys, Singapore legends, Audiences.

Tourism benefit

I don’t that this event has brought a huge amount of tourism benefits as the event’s main purpose itself is to promote Rugby to Asia, make rugby a popular sport to Asians, and with the size of Yio Chu Kang Stadium, it can barely fit 10,000 spectators, so this event was surely not created to generate huge amount of revenue.

However fans of Kazakhstan or Japan’s rugby team may tour to Singapore just to not miss out any matches played by them, and this will generate some revenue for Singapore. In addition, Kazakhstan and Japan players arrive a few days before the game and are allowed to tour around Singapore on their own, some attractions in Singapore might interest them, therefore when they return to their country they might spread by word of mouth, and this may benefit by promoting Singapore.

Place Marketing

This event/tournament helped Singaporean to know more about rugby and maybe in the future interest them to even try the sport itself. This may lead to an expansion in the Singapore Rugby league, as more people will join clubs and pay membership fees allowing clubs to expand.

Tourist attraction

This may attract hardcore fans of rugby in Asia to attend. Although the tournament is a yearly event, but it is not confirmed that Singapore is able to qualify to be in the top 5 again, but this time Singapore had made themselves one of the Favorites in tournament.

Image maker

It may create a different image of Singapore to the people, who visited Singapore for the games, and probably return next time for Singapore’s attractions.

Catalyst
this tournament may be a catalyst for an improvement in infrastructure of stadiums, or maybe a new stadium just for rugby.

Animator

Being able to stun them with our service provided here, they might return next time purely for the attractions of Singapore, maybe a longer stay,

In conclusion, I feel that the organizers did a great job for creating such a huge rugby tournament across Asia, and they have indeed reached their goal of promoting rugby as a sport in Asia. Although the games held in Singapore wasn’t able to attract large number of spectators, but they were able to promote this sports and made a number of people to gain interest in this sport.

Pictures

Lifters for the video cameras

Tents set up for merchandises and F&B stations

HSBC Asian 5, Singapore Vs japan

SORRY ABOUT THE PICTURES

:) HI teacher or whoever reading it I am sorry i cant get the pictures in. i did it on words then copied over so it is kinda having alot of error.

hi