case no4 eslsca samerdaghash

8/17/2019 Case No4 Eslsca SamerDaghash

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Case No. 4: MIGHTY REDS GO FOR IT!

Name: Samer Mohamed Daghash Date: 19/7/2013

Place: Eslsca –

Mohandessen

Under supervision of: Prof. Dr. Ahmed Shalaby

1) How do you think the Mighty Reds might be considered members of a

reference group? A brand community? A consumer tribe?

Might reds are considered as reference group posses referent power as

copying behaviors of a prominent person they admire (The Liverpool team)and same is with the Egyptian Team – El-Ahly fan club. Both club’s fans

were proud of wearing red clothes with name of the club or logo on it to

express their belonging to those clubs. They do this mainly in game day, or

during participating in social activities belonging to the club.

In 1996, a group of El-Ahly Club supporters started an

online forum that connects El-Ahly fans from all over

the world. They was called ALU (Ahly Lovers Union),

showed its real spirit in the Real Madrid vs. Ahly

game in 2001, when they carried a 40-meter long

Ahly flag. Then AFC (Ahly Fans Club) was established

that sat behind the goalkeeper and wore red shirts. However, when the

fans traveled with El-Ahly club abroad for support, they faced Ultras groups

for other teams and saw the way they cheered for their clubs; they knew

they needed to change.

El-Ahly Ultras (UA07) fan club was launched in November 2006 by members

from ALU and AFC. They worked on the idea of becoming an independent

fan club and to take the Curva Nord (North Stand) section as their place in

the stadium.


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The fan club traveled with their team for the first time for the Ahly vs.

Ismaili game in Ismailia in 2007, where they made flare show celebration,

which added to their financial burden. Therefore, they started selling

products, such as shirts and caps, to provide more funding for the group.

El Ahly Ultras has a division that comes up with the songs, such as “El Nadi

El Ahly Da Ghali Alina” (El-Ahly Club is precious to us). They recently

released the music album “Greatest Club in the Universe” that includes

many of their songs; the group insisted on making the album free to

download online because they believe that all the fans should be able to

memorize their songs. The album received 150,000 download hits in the

first three days alone.

El-Ahly Ultras doesn’t only support El-Ahly football teams, but all Ahly

teams in other sports as well. El-Ahly basketball games are known to be a

regular place for El-Ahly Ultras.

Liverpool fans club and El-Ahly fans share also in building up a brand

community for sport wear and gifts with club logo, some stores help in

financing El-Ahly Ultras and most make use of the likeliness of people to

Ahly club and consequently will purchase products carry its logo.

http://www.google.com.eg/url?sa=i&rct=j&q=ahly+store&source=images&cd=&cad=rja&docid=na4pfA1x_RdFtM&tbnid=k1qZUExHzLGL_M:&ved=0CAUQjRw&url=http%3A%2F%2Fwww.ahlynews.com%2Fnew%2Fcontent%2F23565.html&ei=FIToUZ6cNMboOuSFgcgI&bvm=bv.49478099,d.ZWU&psig=AFQjCNH5SJKwqcL1skAm-NDk9mAWXsclRQ&ust=1374271594617244http://www.google.com.eg/url?sa=i&rct=j&q=ahly+store&source=images&cd=&cad=rja&docid=du9IGddtVMa8XM&tbnid=LLEB77HsB2ea1M:&ved=0CAUQjRw&url=http%3A%2F%2Fforum.el-ahly.com%2Fshowthread.php%3Ft%3D5569&ei=eIPoUeboBcO7PeG1gcAH&bvm=bv.49478099,d.ZWU&psig=AFQjCNH5SJKwqcL1skAm-NDk9mAWXsclRQ&ust=1374271594617244


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So, El-Ahly can also be referred to as a brand community and a lot of

companies are trying to make a benefit of

its large community by sponsoring of El-Ahlyand to relate their logo with El-Ahly logo to

gain marketing benefits. An example of

those companies is Etisalat.

Also, El-Ahly is considered as a consumer tribe. After the revolution in

January 2011, several clashes occurred in area of Kasr El Aini Street with

army that resulted in the death of many protestors, among whom 19-year-

old Mohamed Mostafa, an El-Ahly Ultras member, the group showed their

solidarity. They accompanied Mostafa’s family to the morgue and his

funeral. They also organized five buses to transfer people from the morgueto the mosque where a prayer was held for Mostafa. During the game that

followed Mostafa’s death, El-Ahly Ultras cheered and the game’s

choreography consisted of a triangle referring to Mostafa’s engineering

studies, and a tennis racket referring to Mostafa’s favorite sport.

They were dealing with each other like one big family and this occurred also

in several protests against capturing of some of its members after many

games or during the revolution activities.

El-Ahly established El-Ahly academy with 9 branches in different

governorates across Egypt. These clubs takes care of the new players and

train them and organize regular competitions between the various

branches, and is organized by the age stages. They produces a range of


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talented players in the small age stages and Participate in games with

teams from other clubs and academies.

2) What kind of opportunities does the existence of the Mighty Reds

present to marketers? Develop a list of specific marketing andpromotional tactics.

1. Use the website of the club and their fan website and also their social

networks pages (Facebook) to make advertising through banners and adds

in a website you knew how much fans use it, e.g Cocacola had a big red add

on El-Ahly fans website says to be one, why not.

2. Advertising in Magazines and newspapers and street billboards for

sponsorship of the club and relating the marketed product with the club

logo like communication companie and sportwear companies.

http://www.google.com.eg/url?sa=i&rct=j&q=adidas%20ahly&source=images&cd=&cad=rja&docid=WqyI36f_eiEOrM&tbnid=EsZPF_l70b10FM:&ved=0CAUQjRw&url=http%3A%2F%2Fwww.filgoal.com%2Farabic%2Fnews.aspx%3FNewsID%3D58746&ei=vpboUcPmGYPKOOvKgIgN&psig=AFQjCNG_0bWKEyp6cVK1AE0LZFNx9RdAkg&ust=1374283818753532http://www.google.com.eg/url?sa=i&rct=j&q=sponsorship+ahly&source=images&cd=&cad=rja&docid=VV6B8EhGbPTxHM&tbnid=6F_Etr-VtmwkEM:&ved=0CAUQjRw&url=http%3A%2F%2Fahmed-nabil.com%2Fetisalat-al-ahly-print-campaign%2F&ei=0Y_oUa-NAcmhO-STgPgP&bvm=bv.49478099,d.ZWU&psig=AFQjCNEMCbgoKshxMEGrYxOkMaau3GBuPg&ust=1374281987152283


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3. Sponsoring events and fans gathering to either by distributing free

samples of the product in the event or helping in transferring of the

gathered people to the event place, this will raise the image of the

company or the product being sponsoring doing this:

a. gives people free minutes in that day to connect with each other, will

make people like this company more.

b. Provide buses to help in transfer and put the company and product logos

on the bus.

c. distribute free refreshments on the fans (Mineral water, sodas, juices)/

4. If you are marketing for charity purpose or hospital, you can make use of

the team players in photos and TV adds to encourage people to donate to

that place

5. TV and radio adds showing the relation of the product with the club

either supporting a program in it or sponsorship and take the opportunity

of marketing your product. Also try to make those adds during the time of

game or during half time to make maximum watches and hearing.

6. Sales promotion by taking the opportunity of making something relatedto the club winning like: We are celebrating the winning of El-Ahly club

today, our company is offering 10% discount on…. Or we are giving free

minutes for …

http://www.google.com.eg/url?sa=i&rct=j&q=children%20sick%20ahly&source=images&cd=&cad=rja&docid=V83jmIc3P5UN9M&tbnid=5uCe5Td9I_BtiM:&ved=&url=http%3A%2F%2Fahly-123.ahlamontada.com%2Ft28099-topic&ei=tZPoUZOLHYKLOYeRgeAB&bvm=bv.49478099,d.ZWU&psig=AFQjCNEgGG3rutjh2CE7VCDHj8cwumKIWQ&ust=1374283015063900http://www.google.com.eg/url?sa=i&rct=j&q=cancer%20ahly&source=images&cd=&cad=rja&docid=V83jmIc3P5UN9M&tbnid=5uCe5Td9I_BtiM:&ved=0CAUQjRw&url=http%3A%2F%2Fwww.proudlyafrican.info%2FEgypt%2F57357-Top-Healthcare.aspx&ei=8JHoUbeQEYjBOMnrgdgH&bvm=bv.49478099,d.ZWU&psig=AFQjCNHq8N93YyRAdn3u7g0jIgpZE9W1xg&ust=1374282588051742


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7. Printing logo on the player’s shirt will help in marketing the brand.

8. Relate your product with El-Ahly club logo to increase its sales among El-

Ahly fans and community like mugs, shirts,

9. Use El-Ahly mobile application: AKHBAR ALAHLY (most of El-Ahly fans

and most of football fans installed it on their smart phones) for advertising.

Dear Dr. Ahmed

I hope I was near to what you requested from us in this case.

I am attaching also a pdf version to avoid photos wondering across the word file.
http://www.google.com.eg/url?sa=i&source=images&cd=&cad=rja&docid=THGuGnGFXKXOSM&tbnid=3NKmshi4yfyqJM:&ved=0CAgQjRwwADgR&url=http%3A%2F%2Fwww.cafepress.com%2F%2Bal-ahly%2Bgifts&ei=Q5roUf66JoHMPb2fgMgG&psig=AFQjCNFaojJfmeZwO6nTfr1JP3Ylexk-_A&ust=1374284739667021http://www.google.com.eg/url?sa=i&source=images&cd=&cad=rja&docid=THGuGnGFXKXOSM&tbnid=ciLAIXCjI9jgeM:&ved=0CAgQjRwwADgR&url=http%3A%2F%2Fwww.cafepress.com%2F%2Bal-ahly%2Bgifts&ei=NJroUfj7K4fYOeu6gcAB&psig=AFQjCNGzWZVs7amlw4HkoJ_Y7Uu_nbR5Bg&ust=1374284724751075http://www.google.com.eg/url?sa=i&rct=j&q=ahly+souvenir&source=images&cd=&cad=rja&docid=cJIz0CdJlLfxvM&tbnid=yG0gnMs-Px4d0M:&ved=0CAUQjRw&url=http%3A%2F%2Fwww.cafepress.com%2F%2Bcountries-regions-cities%2Bmugs&ei=7ZnoUai9PIvYPPbhgaAP&bvm=bv.49478099,d.ZWU&psig=AFQjCNGgM44FTqoSl1GAOHib8GwwiujdWA&ust=1374284529301435http://www.google.com.eg/url?sa=i&rct=j&q=adidas%20ahly%20add&source=images&cd=&cad=rja&docid=681CUKBHGEQQnM&tbnid=-IpyQalZ-cbbVM:&ved=0CAUQjRw&url=http%3A%2F%2Fterataksayurbundle.blogspot.com%2F2012_12_01_archive.html&ei=N5boUYT5IYPBO-f3gfAD&psig=AFQjCNF-7yps1oNiGxH_K7sbmbvKtEkGJg&ust=1374283642589491

case no4 eslsca samerdaghash

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