Abstract :
This report is about the influence of the historic evolution
of the ice hockey within a territory and thus the construction of a culture of
hockey within a target population in marketing strategies. So, it was
determined to study the cases of the Montreal Canadiens, a historic
franchise of the North American ice hockey, and Les Phénix de
Reims, the substitute of Les Flammes Bleues de Reims, former big
French club which has the desire of rising up from the ashes.
First of all, it was necessary to study the history of the
hockey for these two teams, obtruding that ice hockey had known various
evolutions at the world level. Each country has not the same culture
of hockey. For France and Canada, the culture of hockey is
really different and it has an impact on the interest for this game and its
possibilities of development.
Then, a study of the marketing strategies of these two clubs
allowed to realize that the Montreal Canadiens take advantage of the
strong craze of the Quebeckers for hockey but also their strong financial
capital, whereas for Les Phénix de Reims, they have to conceive
their marketing strategy with financial and material means which are very weak
and which do not favor the implementation of large-scale actions.
To conclude, the influence of the historic evolution and the
culture of a target population is very important within the framework of the
formulation of marketing strategies because this culture must be respected by
the club with the aim to meet fans' expectations and thus to build customers
loyalty.
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Mots clefs: Hockey; Marketing; Culture; Canada;
France;
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