By:Lauren Baker

Marin DellThomas HaugenRobert Messer

AUSTRALIAN RUGBY UNION LIMITED

Get Ready to Rumble!

1. Increase ARU's global opportunities.

2. Penetrate the US market and create growth opportunity.

3. Expand and Enhance the Australian experience.

OBJECTIVES

MISSION STATEMENT

The Mission of the Australian Rugby Union Limited is to manage, serve, and promote The Game of Rugby globally, at all levels of play; to assist member teams and participants in their various forms of involvement with The Game; to adhere to all The Laws of The Game; and to encourage and facilitate the involvement of as many people as possible in Rugby activities.

1. Strong Global Brand. 2. Balanced Product and Services Portfolio. 3. Global Presence. 4. Established Global Sales Organization. 5. Integrated Supply Chain and Sourcing Organizations. 6. Innovative Research and Product Development. 7. Positioned to Benefit from Long-term Demographic Trends.

KEYS TO SUCCESS

Australian Rugby Union Limited operates as a governing body of Rugby Union in Australia. Its primary activities include promotion, efficiency, progress, development, and general control of the game of rugby.

PRODUCT & SERVICE SUMMARY

Ron GrahamPresident

Dick McGruther

Vice President

Peter McGrathChairman

Matt BrandHead of

Marketing

Management

WEB-PLAN

Butterflies

MARKETING

•Australia Description:o Heavily saturatedo Competed in all of the six Rugby World Cupso Rugby is one of the nation's favorite pastimeso Seven former players have been inducted into the International Rugby Hall of Fame; one of which has been

inducted into the International Rugby Board Hall of Fame •United States Description:

o US won the gold medal in 1924 at the Paris Olympicso US can qualify for 2016 Olympics in Rio de Janeiroo USA Rugby is the main governing body of rugby activities for players and fans www.usarugby.org

•Global Description:o Rugby is well established in over 120 countries worldwideo The main countries include Australia, Argentina, Cook Islands, England, Fiji, France, Georgia, Ireland, Italy, Japan,

Madagascar, New Zealand, Niue, Namibia, Romania, Samoa, Scotland, South Africa, Tonga, and Wales, Andorra, Barbados, Belgium, Bermuda, Brazil, Canada, Chile, Côte d'Ivoire, Czech Republic, Germany, Hong Kong, India, Kenya, Malaysia, Moldova, Morocco, The Netherlands, Pakistan, Papua New Guinea, Paraguay, Poland, Portugal, Russia, Singapore, South Korea, Spain, Sri Lanka, Tunisia, Uganda, Ukraine, Uruguay, United States, Zambia, and Zimbabwe

o Japan will host the 2019 World Cup first country outside of traditional playing areas to host the event viewed by the IRB as an opportunity for rugby union to extend its reach

o International Rugby Board (IRB) currently 95 full members and eight associate member countries rugby union is played in over 100 countries spanning six continents by men and women of all ages

PRODUCT/SERVICE DESCRIPTION

COMPETITION1

International

6 Continental + 1 extra

NumerousNational

•Main competitor is Football•Market Rugby with football not against•Market the inherent advantages that rugby has over football:• Pace• Hard hits• Game is humanized• High scoring ability• Rules are easy to

learn

COMPETITION?

SWOT ANALYSIS

Strengths Weaknesses

Opportunities Threats

•huge potential market in the US•state of the art facilities •clear vision of the market need•Sponsorship•Culture•Heritage•Pride•unity

STRENGTHS

•uncertainty of US acceptance of rugby•costs associated with entering the US market•individualistic nature of the US market•difficulty associated with trying to penetrate a highly saturated sports industry

WEAKNESSES

OPPORTUNITIES

•GLOBALIZATION•EASE OF TRAVEL AND ACCESS TO NEW MARKETS

THREATS

•Competition with other global sports like soccer•Competition with other US sports• NASCAR• Basketball• Baseball• Ice Hockey• Football

GLOBAL EXPANSIONHow to expand ARU globally?

• Sydney Wikitravel• 25-65 million people

pass through Sydney every year

• World Flights Into Sydney 24 hour interval

AIRPORT PROMOTIONS

•25-65 million people pass through Sydney Int’l Airport annually•Ticket promotions and giveaways•Marketing in terminals

GRASSROOTS CAMPAIGNS

•Developing Countries•Good Faith•Teach local children

USA EXPANSION

4 Strategies for how to tap into USA1. Beer Sponsorship2. Youth Initiative3. Event4. Olympics

WE DRINK ALMOST AS MUCH BEER AS AUSTRALIA!!!

•Product giveaways•Commentators at the event•ARU teams –vs.- USA Rugby teams

SPONSORSHIP

•Partner with USA Rugby•Help provide basic equipment•Social campaigns to help teach kids about rugby

YOUTH INITIATIVE

EVENT•Teams: • International

• 2 rivals• Excellent match

• Ireland –vs.- UK• NZ –vs.- OZ

•Location: • Chicago

• Make-up for loss of 2016 Olympics• Sport fanatic city• Not partial to one sport • Obama can attend and condone rugby

•Sponsor: • Airline

• International carrier• Package deals for fans

•Date: • Before next World Cup, but before the 2016 Olympics

• Introduce the sport to US on an international level• Prepare US for Olympics

OLYMPICS"Football is a gentlemen's game played by thugs and rugby is a thug's game played by gentlemen"

•Exploit US pride in sports•Partner with USA Rugby to maintain a long lasting relationship and to participate in matches regularly

USA winning the gold at the last Olympic Rugby match in Antwerp at the Paris 1924 Olympic Games

PARIS OLYMPICS

RIO DE JANEIRO

REGIONAL EXPANSION

How to expand and enhance in Australia?

STADIUM EXPERIENCE

1. Get people to the stadium through lower ticket prices and giveaways

2. Create lifetime fans from a great stadium experience

3. Exploit technology usage by stadium watchers

• 1 billion people own smartphones

• "I want an app for my union!“• Rugby Game for iPhone

WE’RE NOT PISSING IN YOUR POCKET…THIS CAN

WORK!!!