Despite the large number of products Celtic offers, as previously discussed in previous weeks, it is my belief that the organization has a considerably easier time maintaining integrated marketing communications (IMC) than those in other industries.
IMC is defined as the careful coordination of all promotional messages for a product or a service to assure the consistency of messages at every contact point where the company meets the consumer. Celtic’s two main products, match tickets and merchandise are offered hugely from the club itself and from limited sources within the organizations.
Tickets
Match day tickets, season tickets and corporate hospitality packages may be purchased with by calling the club directly or by purchasing through the Celtic website. Information regarding prices and product features comes directly from the headquarters of Celtic allowing all aspects of advertising and sales promotion to be consistent and clear.
A promotional video for Celtic's hospitality packages can be seen by clicking here.
A promotional video for Celtic's hospitality packages can be seen by clicking here.
Merchandise
The majority of merchandising sales are through Celtic’s stores within Scotland & Ireland or through the online superstore. The products offered from both channels are identical and any changes in product offering or price is adjusted quickly and efficiently. Perhaps one aspect where IMC may become cloudy is with merchandise offered through external retail partnerships; often prices in a non-affiliated sports store can differ considerably from prices offered by the club itself.
Public relations and publicity
These are extremely important for the business as they attempt to grow the Celtic brand globally. Often these aspects of the promotional mix are of added importance as sports teams must regularly handle the controversy and media hype that surrounds popular sports. Over recent years Celtic has been involved in a number of public disputes with both rivals Rangers and the governing body of Scottish football, the SFA. The following link displays Celtic’s PR in response to an attempted ban of manager Neil Lennon:
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