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Marketing to Millennials Within the Airline and Finance Industries Across Cultures

Description

Millennials are the group of people that make up the newer generation of the world's population and they are constantly surrounded by technology, as well as known for having different values than the previous generations. Marketers have to adapt to newer ways to appeal to millennials and secure their loyalty…

Millennials are the group of people that make up the newer generation of the world's population and they are constantly surrounded by technology, as well as known for having different values than the previous generations. Marketers have to adapt to newer ways to appeal to millennials and secure their loyalty since millennials are always on the lookout for the next best thing and will "trade up for brands that matter, but trade down when brand value is weak", it poses a challenge for the marketing departments of companies (Fromm, J. & Parks, J.). The airline industry is one of the fastest growing sectors as "the total number of people flying on U.S. airlines will increase from 745.5 million in 2014 and grow to 1.15 billion in 2034," which shows that airlines have a wider population to market to, and will need to improve their marketing strategies to differentiate from competitors (Power). The financial sector also has a difficult time reaching out to millennials because "millennials are hesitant to take financial risks," as well as downing in college debt, while not making as much money as previous generations (Fromm, J. & Parks, J.). By looking into the marketing strategies, specifically using social media platforms, of the two industries, an understanding can be gathered of what millennials are attracted to. Along with looking at the marketing strategies of financial and airline industries, I looked at the perspectives of these industries in different countries, which is important to look at because then we can see if the values of millennials vary across different cultures. Countries chosen for research to further examine their cultural differences in terms of marketing practices are the United States and England. The main form of marketing that was used for this research were social media accounts of the companies, and seeing how they used the social networking platforms to reach and engage with their consumers, especially with those of the millennial generation. The companies chosen for further research for the airline industry from England were British Airways, EasyJet, and Virgin Atlantic, while for the U.S. Delta Airlines, Inc., Southwest Airlines, and United were chosen. The companies chosen to further examine within the finance industry from England include Barclay's, HSBC, and Lloyd's Bank, while for the U.S. the banks selected were Bank of America, JPMorgan Chase, and Wells Fargo. The companies for this study were chosen because they are among the top five in their industry, as well as all companies that I have had previous interactions with. It was meant to see what the companies at the top of the industry were doing that set them apart from their competitors in terms of social media marketing content and see if there were features they lacked that could be changed or improvements they could make. A survey was also conducted to get a better idea of the attitudes and behaviors of millennials when it comes to the airline and finance industries, as well as towards social media marketing practices.

ContributorsPathak, Krisha Hemanshu (Author) / Kumar, Ajith (Thesis director) / Arora, Hina (Committee member) / W. P. Carey School of Business (Contributor) / Department of Information Systems (Contributor) / Department of Marketing (Contributor) / Hugh Downs School of Human Communication (Contributor) / Barrett, The Honors College (Contributor)

Created2016-05

A comparative study of four factors of fan attendance for the three Arizona sports teams

Description

Sports teams are an integral part of a city. They attract revenue to the area around the stadium and they also give a city a sense of pride. The aim of this study was to determine what makes a team successful in the area of attendance using four factors (Bernthal…

Sports teams are an integral part of a city. They attract revenue to the area around the stadium and they also give a city a sense of pride. The aim of this study was to determine what makes a team successful in the area of attendance using four factors (Bernthal & Graham; Jensen; Kim, Trail & Magnusen; Edensor & Millington; Clowes & Tapp; Greenhalgh & Greenwell; Denaux & Yalcin; Paul & Weinbach & Robbins; Levin & McDonald; Lee & Kang; Drayer; L'Etang; McDonald & Rascher; Armstrong; Ross): the history of the team, the location and population of the city where the team plays, the social media following of the team and the promotional giveaways the team uses to attract fans. Using these four factors, a comparison was made among the Arizona teams and the top performing team in attendance in the respective leagues during the 2013 season. The Arizona Diamondbacks are compared with the Los Angeles Dodgers. The Diamondbacks were not as equipped as the Dodgers in any of the categories. There is a more storied history for the Dodgers, the Dodgers play in Los Angeles - a significantly larger city that Phoenix, where the Arizona Diamondbacks play, they use social media more frequently and more effectively, and they offer more promotional giveaways than the Diamondbacks. The Phoenix Suns are compared to the Chicago Bulls. The Suns history competes with the Bulls, but they lack in the other three categories. The Bulls have a better location in Chicago, their stadium is located in the downtown area; they have a massive social media following and their promotional giveaways are more substantial. The Phoenix Coyotes are compared to the Chicago Blackhawks. The Blackhawks exceeded in all of the categories, while the Coyotes were poor performers in each of the four factors. The Blackhawks have a storied history, they share a stadium with the Bulls, they have a great social media following and they give promotional items away 30 of the 41 home games. The overall recommendations for the teams are to win, in order to help build their locations and make it fun to be near the downtown area, to use social media effectively and engage with their audience, and finally to provide more promotional giveaways to attract people to the games.

ContributorsDugan, Abby Leigh (Author) / Wu, Xu (Thesis director) / Matera, Fran (Committee member) / Barrett, The Honors College (Contributor) / Hugh Downs School of Human Communication (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor)

Created2014-05

Sign Below

Description

The gendered pay gap is a phenomenon experienced by many within the workplace. Title IX is presented because of its significance in aiding women to get fair and equal treatment, particularly in sports. Intersectionality is a research lens used to examine how the various aspects that make up an individual…

The gendered pay gap is a phenomenon experienced by many within the workplace. Title IX is presented because of its significance in aiding women to get fair and equal treatment, particularly in sports. Intersectionality is a research lens used to examine how the various aspects that make up an individual (e.g. race, class, sexuality, or gender) impact their life experiences, and is utilized to examine the experiences of athletes in the United States and overseas. The field of professional sports possess salary disparities and in order to analyze them between men and women in professional sports, case studies are presented. Case studies of basketball and soccer, along with interviews and secondary research, are utilized and analyzed to understand how the gendered pay gap continues to persist. In comparison to the United States, women are being paid significantly more in other nations. Women continue to go overseas because of money and the treatment athletes get from local fans. Fans in other nations love their athletes and view them as an expression of pride in their nation. Women in sports currently experience salary disparities and will continue to do so because of various factors.

ContributorsWeiler, Erika Morgan (Author) / Holman, Christine (Thesis director) / Koblitz, Ann (Committee member) / Barrett, The Honors College (Contributor) / School of Social Transformation (Contributor) / Hugh Downs School of Human Communication (Contributor)

Created2015-05

The Search for Semi-Professionalism

Description

The progression of men's basketball and football players' careers through the means of colleges and universities has become the beaten path as of late. The problem with this path is that it is full of corruption. Players on men's collegiate basketball and football teams suffer the consequences of the many…

The progression of men's basketball and football players' careers through the means of colleges and universities has become the beaten path as of late. The problem with this path is that it is full of corruption. Players on men's collegiate basketball and football teams suffer the consequences of the many issues surrounding the current collegiate systems including recruiting violations, financial injustices, disregard of proper educations, and much more. Rather than attempt to tackle the many problems within the NCAA and its schools head on, the solution may be to provide an alternative route for players coming out of high school, who wish to pursue a professional career in their respective sport. By analyzing the current structure of baseball's major league and minor league, some aspects may be taken and implemented into new leagues for basketball and football, or potentially the National Basketball Association's existing Developmental League. After analyzing the economical impacts these proposed leagues could have on communities throughout the United States, reasonable changes to the structures of basketball and football can be made. The results show that it would be most beneficial to pursue the implementation of certain aspects stemming from baseball's minor league into the NBA D-League, rather than attempt to formulate new leagues at this time. The results of these changes to the NBA D-League would then be further analyzed to determine the steps worth pursuing further in the sport of football.

ContributorsWhitmore, David Arthur (Author) / Mendez, Jose (Thesis director) / Jarvie, Brittney (Committee member) / Barrett, The Honors College (Contributor) / Department of Management (Contributor) / Hugh Downs School of Human Communication (Contributor)

Created2014-05

P.A.T.H. to Traditions

Description

Traditions come about in a variety of ways varying from school to school and sport to sport. Fans in the NCAA have the most connection to their team’s traditions when they follow one or multiple dimensions of the P.A.T.H. framework. Traditions that are Passionate, Authentic, Tribal, and Historical help fans…

Traditions come about in a variety of ways varying from school to school and sport to sport. Fans in the NCAA have the most connection to their team’s traditions when they follow one or multiple dimensions of the P.A.T.H. framework. Traditions that are Passionate, Authentic, Tribal, and Historical help fans have a sacred, emotional bond between themselves and their favorite team. Most of the time, this bond makes people behave in a way that they do not normally. The best traditions create an atmosphere that allows someone to come back decades later and feel like they never left. When fans feel strongly toward the tradition, it creates a passion unlike any other. The fans will go through great lengths to keep the tradition happening. When a tradition comes about organically and is not forced on the fanbase, it follows the authentic dimension. Fanbases will not be willing to keep a tradition going if they feel like it was manufactured; it needs to be something that they want to do. The tribal dimension is created by the desire people have to be a part of a group because of a shared belief. People have a need to fit in and belong, so if a tradition is able to create this feeling, it will be more likely to stick. The historical dimension explains itself; a tradition that has been around for many years has a much better chance of being around for years to come because of the history associated with it. Traditions that encompass one or all of the dimensions of P.A.T.H. have a better chance of sticking and becoming a tradition that is recognized nationally. Traditions should eventually become something that completes the game day experience. At the end of the day, people will not remember exact plays that happened, but they will remember the experiences they shared with everyone else in the stands.

ContributorsWeller, Allison Jo (Author) / Eaton, John (Thesis director) / Lee, Christopher (Committee member) / Department of Management and Entrepreneurship (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)

Created2019-05

Attendance Elasticity of Win Percentage in the NBA: An Exploration of the Effects of Team Performance on Home Game Attendance

Description

In the wide world of sports, not all fan bases are created equally—especially in the NBA. Differences in factors like tradition, history, team performance amongst teams make each fan base distinctly unique. This paper will analyze how team performance effects one component of fan behavior: home game attendance. Using win-loss…

In the wide world of sports, not all fan bases are created equally—especially in the NBA. Differences in factors like tradition, history, team performance amongst teams make each fan base distinctly unique. This paper will analyze how team performance effects one component of fan behavior: home game attendance. Using win-loss data and home game attendance data for each NBA team from 2001 to 2017, I will construct statistical models to estimate how great of an impact team performance has on each team’s home game attendance. I expect each team’s fan base to respond differently to changes in their team’s win-loss record. This paper will also attempt to quantify other facts that impact attendance at NBA games, including year-to-year changes in team salary expenditures, regional income, and the number of star players playing for the team. Finally, this paper will explore the factors that affect home game attendance for specific games within a given season—things like weather, strength of opponent, and win streaks. Ultimately, the goal of this paper will be to provide NBA business analysts with resources to more precisely anticipate their team’s home game attendance. The ability to understand what motivates the behavior of a fan base is invaluable in creating a marketing strategy that drives fans to the arena. This paper will help to identify teams that are most susceptible to significant fluctuations in attendance and outline alternative strategies to positioning their product offering effectively to fans.

ContributorsSloan, Jacob Marlow (Author) / Lee, Christopher (Thesis director) / Eaton, John (Committee member) / Department of Marketing (Contributor) / Department of Information Systems (Contributor) / Barrett, The Honors College (Contributor)

Created2018-05

RYZE: The Next Generation’s at Home Sports Viewing Experience

Description

The sports universe has been around for over a century and yet the at home sports viewing experience has seen little change. Even though our society has seen monumental innovative, technological advances, watching sports at home has not undergone any changes and may soon find itself a thing of the…

The sports universe has been around for over a century and yet the at home sports viewing experience has seen little change. Even though our society has seen monumental innovative, technological advances, watching sports at home has not undergone any changes and may soon find itself a thing of the past unless something changes. When the COVID-19 pandemic arose, a problem surfaced of revenue loss and decreasing fan retention leaving teams and leagues stumbling for solutions. RYZE offers a never before seen product that can revolutionize how sports fans watch and engage in sporting events. By taking the lucrative concept of “battle passes” from the video game industry and placing it in the sports industry, RYZE hopes to increase overall fan revenue, retention, and engagement. A clear market size and wide range of potential customers, RYZE looks to help fans stay engaged while also earning prizes. With competition ranging from fantasy sports to virtual reality, RYZE has competitive advantages that give it potential to become a sports fan’s go to product when thinking about their favorite team. RYZE has gone from a propelling question to a bright idea and then to a prototype along with a full pitch deck and hopes to engrain itself in college athletics, MLB, and other professional sports leagues.

ContributorsMeyer, Sarah Elizabeth (Co-author) / Diaz, Daniel (Co-author) / Timmerman, Justin (Co-author) / Byrne, Jared (Thesis director) / Lee, Christopher (Committee member) / Kunowski, Jeffrey (Committee member) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)

Created2021-05

RYZE: The Next Generation's at Home Sports Viewing Experience

Description

The sports universe has been around for over a century and yet the at home sports viewing experience has seen little change. Even though our society has seen monumental innovative, technological advances, watching sports at home has not undergone any changes and may soon find itself a thing of the…

The sports universe has been around for over a century and yet the at home sports viewing experience has seen little change. Even though our society has seen monumental innovative, technological advances, watching sports at home has not undergone any changes and may soon find itself a thing of the past unless something changes. When the COVID-19 pandemic arose, a problem surfaced of revenue loss and decreasing fan retention leaving teams and leagues stumbling for solutions. RYZE offers a never before seen product that can revolutionize how sports fans watch and engage in sporting events. By taking the lucrative concept of “battle passes” from the video game industry and placing it in the sports industry, RYZE hopes to increase overall fan revenue, retention, and engagement. A clear market size and wide range of potential customers, RYZE looks to help fans stay engaged while also earning prizes. With competition ranging from fantasy sports to virtual reality, RYZE has competitive advantages that give it potential to become a sports fan’s go to product when thinking about their favorite team. RYZE has gone from a propelling question to a bright idea and then to a prototype along with a full pitch deck and hopes to engrain itself in college athletics, MLB, and other professional sports leagues.

ContributorsDiaz, Daniel (Co-author) / Meyer, Sarah (Co-author) / Timmermann, Justin (Co-author) / Byrne, Jared (Thesis director) / Lee, Christopher (Committee member) / Kunowski, Jeffrey (Committee member) / School of Life Sciences (Contributor) / Department of Psychology (Contributor) / Barrett, The Honors College (Contributor)

Created2021-05

Return to Play: Analyzing COVID-19 Safety Measures for High School Athletics and Preparing Student Athletes to Play in a Pandemic

Description

A look at COVID-19 as a disease and how it affected the United States and Arizona in 2020. An analysis of decisions by surrounding states and health and government officials is used to comprise a return to play plan for Arizona high school athletics.

ContributorsHite, Mackenzie Elizabeth (Author) / McIntosh, Daniel (Thesis director) / Lee, Christopher (Committee member) / Department of Marketing (Contributor) / School of Community Resources and Development (Contributor) / Barrett, The Honors College (Contributor)

Created2021-05

SustainSports - "Green": On and Off the Field

Description

This project dives into the journey of our entrepreneurial startup with the Founders Lab Thesis Program. In the global sports business industry, we knew that there was something missing. While conducting market research, there was little data and information about sustainability initiatives that engaged sports fans, especially in college sports.…

This project dives into the journey of our entrepreneurial startup with the Founders Lab Thesis Program. In the global sports business industry, we knew that there was something missing. While conducting market research, there was little data and information about sustainability initiatives that engaged sports fans, especially in college sports. Not to mention, there was no sustainability information provided on any existing platforms that sporting teams use for ticketing and advertising. So, for our startup, we decided to create a website called SustainSports which gives fans the opportunity to inform themselves about sustainability initiatives at sports events (https://sustainsports.webflow.io/). These fans can also earn points and rewards for practicing sustainability activities at home. In short, SustainSports serves as an educational, interactive, and informative website that connects users to sustainability initiatives, community activities, and exciting rewards, while encouraging users to continue such environmentally-friendly practices in their daily lives. In chronological order, this thesis paper will examine the process we took to create SustainSports and demonstrate our efforts that properly allowed us to defend it one academic year later. From meetings with renowned sports enthusiasts and professors to interviews with ASU students and sports fans, we have listened to and taken in diverse perspectives to understand the perceptions of sustainability in the global sports industry. When we realized that there was a significant gap between sports and sustainability - both important elements of American society and culture - we knew a change needed to be made. Hence, SustainSports came to life, offering users a fresh opportunity to be more aware of their sustainability surroundings, while simultaneously enjoying the sports they know and love.

ContributorsStanisic, Yelena (Co-author) / Bruce, Daniel (Co-author) / Thirunagari, Samay (Co-author) / Byrne, Jared (Thesis director) / Lee, Christopher (Committee member) / Kunowski, Jeff (Committee member) / Dean, W.P. Carey School of Business (Contributor) / School of International Letters and Cultures (Contributor) / Barrett, The Honors College (Contributor)

Created2021-05

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