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The value creation wheel applied to a football club: futebol clube de Arouca and the low number of paying members
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Orientador(es)
Resumo(s)
Futebol Clube de Arouca achieved one of the most amazing accomplishments in the history of Portuguese Football by ascending from the lower regional divisions to the First Portuguese Football Division in just seven seasons. However, the number of paying members in the club did not follow the club’s growth, and so, this project intended to solve this problem by understanding the reasons behind it and presenting solutions that can tackle the challenge proposed. This project was addressed using the Value Creation Wheel (Lages, 2016) which was a crucial framework to reach the final solution of creating a Family Pack for members of Futebol Clube de Arouca. This pack gives families the possibility of having different benefits including discounted annual membership fees and lower prices on tickets and club related products.
Descrição
Palavras-chave
Marketing Value creation Football Digital marketing