Independiente del Valle completed its social work carried out in the 2016 earthquake, with a commercial strategy. Presented a new product: IDV Café. The idea combined a social and a strategic purpose. The first is to help an Association of coffee producers in Manabí; and the second, promote the brand of the institution. To carry out this action, the team together with the United Nations Development Program (UNDP) and the Asociación Aprocafé teamed up to present the IDV Arabic coffee. The resources donated by the equipment of the Copa Libertadores 2016 box office were used to promote this production. The coffee was presented several days ago in Sangolquí, but it is not the only promotional action that the Valle box undertakes: coffee, soccer balls, socks, notebooks, rulers, T-shirts and all kinds of ‘souvenirs’ are part of the initiative commercial that has the runner-up of America 2016.
“We want to reach children and adolescents. The ‘merchandising’ is focused on that audience. The graphic line we have is designed like this “, explained Andrés Larriva, Marketing Manager of the club. One of the last products was a small ball known as Hover Soccer, the ball has a price of USD 35. But Independiente is not the only team that decided to expand its brand. Liga, which historically has promoted its marketing, presented last week a bracelet as part of the products that drives the marketing area. It has a price of USD 20 and is available in three colors: red, black and white. These accessories are sold in the online store of the team and according to the leaders albos has had a good acceptance among fans of the ‘King of Cups’.
The teams also make alliances to diversify their brand through various articles. Barcelona, for example, has 15 products, according to Robert Navarrete, of the marketing department. The last companies to join were Alimentos Yupi, Unilever and Agro Gruled. Yupi presented a line of snacks El Golpe y Tatos, which feature the image of the Barcelona players.
Damián Díaz, Xavier Arreaga, Segundo Castillo, Gabriel Marques appear on the wrappings of the product. Santiago Rosero, manager of the company, said that the club receives a percentage of the sale of each package. However, he did not give figures. The company delivered an advance of USD 30,000, for the agreement. He did it in the subscription of the contract. The firm carries out promotions on its Facebook account.
Through trivia and contests, he gives away tickets for the tournament matches and products. Unilever, through Pingüino, presented the ‘Sánduche Barcelona’ this year. The dessert, flavored with raisin was put on sale and presented during the ‘Noche Amarilla’. Recently came the Barcelona rice, which is produced by Agro Gruled. It is sold in supermarkets, in presentations of one and two kilos.
“There are brands that do not have the money or do not seek to sponsor in the uniform or stadium and seek licenses. We do a study, we request the projection of sales and profitability, “said Navarrete. The Canarian representative explained that the minimum amounts to deliver a license, vary depending on the product. He added that the benefit of all involved is sought. Barcelona’s movements generated USD 11.4 million last year. (I)