International Polo Club
International Polo Club is a luxury place for spending time with family and enjoying one of the aristocratic games – Polo. It is situated in the middle of the South Florida, in Willington. This club was created by professional polo players for polo players, their families and for becoming IPC’s member you will need to have an invitation from an existing member. This club has its own excellent facilities for playing this game and many of world championships are held there. International Polo Club also has high class on site and off site catering and it’s recognized as one of the best places for family rest.
The main portion of International Polo Club’s revenue comes from sponsors, advertising their products and services while polo tournaments, from selling tickets and from membership fees that are paid by members of the club. They are also issuing their own polo magazine and streaming polo TV channel, which glues all polo lovers to the screens at the time of high-class tournaments.
Now let’s discuss International Polo Club’s targeting strategy. Targeting is marketing technique which enables to outline the target audience throughout the whole audience and deliver the needed message directly to them. As we mentioned before, their main target segment is rich part of the population which is attracted by this famous and aristocratic game. They successfully contact their target audience with their polo tournaments taking plane on their own facilities. First of all they, all these tournaments have a lot of viewers and most of them are potential members of this club. The second fact impacting IPC’s income is that by such targeting they are attracting sponsors who want to attract attention of the same target audience and decorate IPS’s facilities with their advertisements. Among such sponsors are: Ferrari, Royal Salute, Veuve Clicqote and others.
Before evaluating International Polo Club’s positioning techniques, let’s first define the term positioning. Positioning is process of creation Companies image in minds of their customers. For example, when we think about Ferrari we are imagining expensive, luxury and fast Italian supercar with astonishing exhaust sound and aggressive design. The same was aimed by IPC and in my opinion they successfully accomplished their goal. This club has an image of closed circle of rich, famous and aristocratic people and everyone who wants to have the same reputation aims to become a part of it. One of the main reasons defining such market position is that they do not accept everyone in their club, even if this potential club member has enough wealth. Maybe it is hard to become member of this club, but after gaining this privileged status, management team, headed by the President of Club Operations – John A. Walsh, will do everything to ensure enjoyable membership and all benefits of becoming club member. For implementation of its targeting technique International Polo Club also uses their own TV streaming and Magazines dedicated to this sport.
In conclusion I can add that International Polo Club has successfully achieved all its goals and became an up market company providing luxury entertainment and place for rest for the whole families. It is beloved by its members and has a good reputation among all lovers of this game.
