Strategic Bolton Wanderers

BACKGROUND

Bolton Wanderers Football Club is an English professional football club based in the area of Horwich in the Metropolitan Borough of Bolton, Greater Manchester, England. They began their current spell in the Premier League in 2001. Founder members of the Football League, Bolton were a successful cup side in the 1920s, winning the FA Cup three times. The club won the cup a fourth time in 1958 thanks to two Nat Lofthouse goals. A leaner spell followed, reaching a nadir in 1987 when the club spent a season in the Fourth Division. The club regained top-flight status in 1995 after a 15-year absence; their current spell in the top division started in 2001. In 2005–06 they participated in European competition for the first time, reaching the last 32 of the UEFA Cup. Bolton qualified for the 2007–2008 tournament by finishing 7th in the 2006–07 Premier League season and this time they managed to reach the last 16 of the competition. Bolton Wanderers moved to the Reebok Stadium in 1997. Their former home was Burnden Park, where they played for 102 years.

BACKGROUND

Bolton have spent the highest number of seasons in the top flight without winning the title (the 2010–2011 season was their 72nd, non-consecutive, year in the top flight). The highest position they have achieved in the top flight is third in the Football League First Division on three occasions (1891–1892, 1920–1921 and 1924–1925).

BACKGROUND

BADGE UNIFORM

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PRODUCT• Football Premier League Ranking Number 19

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PRODUCT• HonorsSecond Division/First Division

Champions: 1908–09, 1977–78, 1996–97Runners-up: 1899–1900, 1904–05, 1910–11, 1934–35Play-off Winners: 1995, 2001Play-off Runners-up: 1999Play-off Semi-finalists: 2000

Third Division/Second DivisionChampions: 1972–73Runners-up: 1992–93Play-off Runners-up: 1991Play-off Semi-finalists: 1990

Fourth Division/Second DivisionThird: 1987–88

FA CupWinners: 1923, 1926, 1929, 1958Runners-up: 1894, 1904, 1953Semi-finalists: 1889, 1896, 1915, 1935, 1946, 2000, 2011

Football League CupRunners-up: 1995, 2004Semi-finalists: 1977, 2000

FA Charity ShieldWinners: 1958

Football League TrophyChampions: 1989Runners-up: 1986

Reserves and OthersFootball League War Cup Winners (1) – 1945Football League War Cup North Winners (1) – 1945FA Premier League Asia Trophy Winners (1) – 2005Peace Cup Runners up (1) – 2007Lancashire Cup Winners (11) – 1886, 1891, 1912, 1922, 1925, 1927, 1932, 1934, 1948, 1988, 1990Central League Champions – 1955, 1995Premier Reserve League North Champions – 2007

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PRODUCT• Souvenir and shopping store

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PRICE• Hospitality

• Tickets• Souvenir Price• Shopping Store• Player Price for Sell• Player Price for Buy

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PLACE• Reebok Stadium

• Bolton Central and Online Superstore

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PROMOTION• Club Membership scheme for the 2011/12 season• Package for seasonal

SPONSORSHIP

SHIRT SPONSOR:• 1874–1980: No sponsor.• 1980–1981: Knight Security.• 1981–1982: Bolton Evening News.• 1982–1983: TSB• 1983–1986: HB Electronics.• 1986–1990: Normid Superstore.• 1990–2009: Reebok.• 2009–present: 188BET.

KIT MANUFACTURER:• 1874–1975: Unknown• 1975–1976: Bukta• 1976–1988: Umbro• 1988–1993: Matchwinner• 1993–present: Reebok

SPONSORSHIP

PRINCIPAL CLUB PARTNER: 188BET

www.188BET.com

SPONSORSHIP

OFFICIAL KIT PROVIDER: REEBOK

www.reebok.com

SPONSORSHIP

OFFICIAL HOTEL PARTNER: DE-VERE GROUP

www.devere.co.uk

SPONSORSHIP

OFFICIAL BEER PARTNER: CARLING

www.carling.com

SPONSORSHIP

OFFICIAL SPORTS ENERGY DRINK PARTNER: LUCOZADE

www.lucozade.com

SPONSORSHIP

OFFICIAL RECRUITMENT PARTNER: PRIME TIME RECRUITMENT

www.primetime.co.uk

SPONSORSHIP

OFFICIAL CREDIT CARD PARTNER: MBNA EUROPE

www.mbna.com

SPONSORSHIP

OFFICIAL LOYALTY PARTNER: TEAMCARD

www.teamcard.co.uk

SPONSORSHIP

OFFICIAL PARTNER OF BOLTON WANDERERS: LASSA TYRES

www.lassa.com

SPONSORSHIP

OFFICIAL SOLAR ENERGY PARTNER: HANWHA SOLAR

www.hanwhasolar.com/

STADIUM

From now on, the stadium is at Horwich where is a town and civil parish within the Metropolitan Borough of Bolton, in Greater Manchester, England. It is a modern, all-seater stadium with a capacity of 28,723. The Reebok Stadium is named for long-time team sponsor, Reebok.

STRATEGIC BRAND

SWOT

S- Have good players for selling and buying- Have a big stadium

W- Have a lot of changing player- Lower level Club of Premier League

O- It has more and more Channels to communicate

T- Have a lot of famous Club in England- Fan Club compete their need

BRAND IDENTITY

Visual

Verbal

MOTTO: Your Club, Your Opinion

BRAND IDENTITY

Behavioral