Chapter 18: Sales Promotion

Umbro rarely has any promotions throughout the year. The most they would do is give out a free pair of cleats or soccer ball at venues to a winner of a competition hosted by Umbro. Joga Bonito, a soccer clan that was expanding and eventually got deals with Nike and other sports brand, is a group of people to host soccer venues and competition, 3v3, to interact with the people. Umbro was represented by the Joga Bonito clan first than any other brand and as a result, Umbro decided to give out free soccer apparel and footwear to the highest competitors.

Their plan on selling and communicating with customers is very simple; begin the interaction, ask if they need any assistance, thank them for their patience, and wish them a great they with a smile.

Umbro is promoting its brand and products through a new international football tournament in London for under-16 players, which starts July 14.Experiential agency RPM was appointed to co-ordinate the Destination Wembley event which sees six international teams play in a tournament, including the UK, Canada, China, Italy and Scotland.

Each team of boys will get the chance to receive professional coaching and try out the latest Umbro football performance products, before playing the round-robin tournament.

They will also have an opportunity to be involved with local activities and see the sights of London. The tournament culminates this Saturday with a final match at Wembley Stadium, followed by an awards ceremony held on a Thames cruise boat.

The football teams were recruited through various consumer promotions worldwide. In China for example, they ran a retail promotion linked to the sales of Umbro football performance products. On purchase, consumers were offered the chance to enter a local talent day, where players were then selected for the Destination Wembley tournament.

During the tournament, the players will be staying at Kingston University campus, where a marquee will be installed providing entertainment for the player’s leisure time. Here, a gaming console will be available for a friendly interactive tournament, Destination Wembley Gaming, which will conclude on the boat during its journey from Putney to the London Eye.