As discussed over previous weeks, Celtic offers a number of products to customers. Perhaps the most important product which the business offers is the on-field team of players and their performance. A successful team easily generates income through competition prize money and the high ticket sales which are sure to follow as fans flock to see an in-form team.
The success of Celtic on-field has a large effect on the success of other aspects of the club’s product offering, particularly the area of merchandise. A winning team contributes to full cash registers. Celtic offers an extensive selection of products with both considerable product mix width and product line depth.
An example of this product line depth is the Celtic replica football shirts available. The Celtic superstore website provides no less than 18 options for purchase as displayed in the following images:
This seems like a excessive amount of options for a simple purchase but many of the products are offered for a particular age/size group that the club would be foolish to ignore. As tacky as it may be, Scottish, Irish and English infants are regularly seen sporting the clothing of their parents' favorite football team.
This particular product offering, however, barely scratches the surface of potential purchases from the online superstore. There are a further 12 categories (13 including the clearance section) and 65 sub categories of products; whilst some of these will of course be big sellers, there are others such as a Celtic branded Monopoly game that could perhaps be cut.
Delving deeper into the many products offered it is clear that whilst Celtic are looking to provide an item for all customers and occasions, some product line contraction may be a productive exercise. It is worth noting, however, that Celtic are one of the most successful clubs in Europe in terms of income generated from merchandise sales. On this basis it is difficult to criticize the many product concepts too much.
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