Vancouver Whitecaps Marketing Plan Marketing Plan by Nicky

A marketing plan for the Vancouver Whitecaps soccer club.
# 151592 | 4,352 words | 3 sources | APA | 2012 | US
Published on Jun 27, 2012 in Business (Marketing) , Sport (General)

$19.95 Buy and instantly download this paper now


The paper addresses the challenging facing the Vancouver Whitecaps in their launch of a new Major League Soccer (MLS) club. The paper explores the marketing strategy, including the environment, objectives, price, place, product, people, promotion, and use of guerilla marketing campaigns. Finally, the paper addresses the budget and control measures.

Marketing Strategy - Environment
Marketing Objectives
Marketing Strategy
Guerilla Marketing
Measurement and Control

From the Paper:

"To help achieve these objectives, the marketing mix needs to be carefully considered. Pricing is the first consideration. Prices points need to be set for both tickets and for merchandise. The ticket prices need to be set at the optimal point on the demand curve. This is the point where the price of the tickets results in the highest amount of revenues, not the highest amount of fans. If prices are too low, the stadium will sell out but the team will not make enough money. If the prices are too high, the revenue per fan will be high but the team will not have enough fans. Current average ticket prices for the Canucks are $63 (Forbes, 2009). The BC Lions average just over $35 for playoff games, with regular seasons prices being even lower. The Lions have 9 home games during the regular season, compared with around 16 for MLS clubs. The average MLS ticket price was $22.47 in 2007. It is recommended that the Whitecaps average in the upper $20s for a ticket.
"This price point serves multiple purposes. It signals to the market that the new club is a premium product, a significant improvement over the previous minor league club. The price point is higher than the MLS average, which signals not only that Vancouver is a stronger soccer market than many MLS markets, but also hedges somewhat against currency exchange rate fluctuation."

Sample of Sources Used:

  • Walker, I. (2009). Soccer's Whitecaps tap Tottenham executive Paul Barber as new CEO. Vancouver Sun. Retrieved November 26, 2009 from
  • Gilchrist, K. (2009). Lions can't afford to ignore MLS, Whitecaps. Vancouver Province. Retrieved November 26, 2009 from
  • No author. (2009). NHL team valuations: Vancouver Canucks. Forbes Magazine. Retrieved November 26, 2009 from

Cite this Marketing Plan:

APA Format

Vancouver Whitecaps Marketing Plan (2012, June 27) Retrieved May 18, 2021, from

MLA Format

"Vancouver Whitecaps Marketing Plan" 27 June 2012. Web. 18 May. 2021. <>