The following post is used as an example of a student submission for the coursework in the module «Marketing and branding in the digital age» at B.H.M.S. Business and Hospitality Management School, Switzerland. My students’ task is to write a brief marketing plan for a company, brand, or product of their choice in approximately 3,000 words. Because of the limited word count, the plan only includes the following parts: (1) executive summary, (2) situation analysis, incl. SWOT analysis and target audience analysis, (3) objectives, (4) strategy, (5) tactics, (6) controls, i.e. measurement metrics, and (7) references. As access to business data is usually not easily accessible in the time we have, the marketing plan focuses on achieving communicative goals and neglects financial goals; arguably, the plan becomes more a marketing communications plan. If you are one of my students, please read to the official assignment brief for detailed information.

1 Executive Summary

DAZN is a global, leading sports streaming service that offers live and on-demand coverage of various sporting events and competitions. Its main strengths lie in providing a user-friendly, convenient and affordable digital platform, and main drawbacks include a limited on-demand library, making it less adequate for casual viewers. DAZN can potentially grow by expanding into untapped markets and differentiating itself through exclusive and original content. Nevertheless, threats include traditional broadcasters entering the sports broadcasting arena, escalating rights costs, and streaming piracy. 

DAZN’s target audience comprises passionate sports enthusiasts, primarily males aged 18 to 44, and the service tailors its content for different global regions while emphasizing convenience, flexibility, and on-demand access to a wide range of sports content for tech-savvy viewers. 

DAZN employs a marketing mix strategy, encompassing online ads for product awareness, website information for process management, social media to build brand personality, public relations (PR) to foster trust, events for emotional connections, email for productivity, and an overall digital brand experience to instil loyalty, while also leveraging social media to create a sports community among users. 

The company does a good job at accompanying current and potential customers through the customer life-cycle with appropriate marketing communication tactics, but could improve its tactics with a more thorough PR approach that emphasises a stronger relation to media outlets to build trust with its target audience, with email marketing to inspire action through customized information, and by fostering customer engagement that connects current and potential users on social media. 

To measure the proposed tactics, DAZN should utilize metrics, including ad engagement, website performance, social media, media coverage quality, brand sentiment, and email marketing; and, specifically, on the platform, the company should assess returning user usage, user sentiments, satisfaction levels, and social interaction during DAZN X Watch Party events to assess the success and effectiveness of the brand experience.

All in all, DAZN built a strong foundation upon which the proposed high-level marketing plan can be executed.

2 Situation Analysis

The following situation analysis introduces the strengths, weaknesses, opportunities, and threats (SWOT) of DAZN, a global sports streaming service, in comparison to similar services and traditional sports broadcasters, and describes DAZN’s target audience.

2.1 SWOT

Strengths

DAZN offers an extensive library of live sports events and on-demand content catering to various sports enthusiast; unlike cable or satellite subscriptions, DAZN allows users to stream sports on various devices, anytime, anywhere (DAZN, 2023). Such perceived ease of use and usefulness improves the overall attitude towards the service and strengthens the willingness to use it (Chen et al., 2023). DAZN’s user-friendly interface and intuitive navigation enhance the viewing experience (Menon, 2022). With a clean and organized layout, users can easily find and access their desired content, eliminating the frustration of sifting through numerous channels or schedules (Hutchins et al., 2019). Unlike traditional pay-per-view (PPV) models, DAZN offers a paid-subscription service, granting access to various content without the need for cable packages (Hutchins et al., 2019). This affordability combined with the absence of long-term contracts makes DAZN an attractive option for sports fans (Menon, 2022).

Weaknesses

A drawback of DAZN’s service is its limited availability in certain regions, as it may not offer the same range of sports or events in every location (DAZN, 2023). This can be frustrating for fans who are unable to access specific content in their geographical area, but know in other regions it’s available (Sigismondi, 2012). Furthermore, DAZN’s on-demand content library may not be as comprehensive as other broadcasting services (cf. DAZN, 2023). While it provides access to live events, the availability of replays or highlights can be limited. This may disappoint viewers who prefer to catch up on missed games or relive memorable moments (Chen et al., 2023). Also, DAZN’s subscription model means that it may not be the best option for casual viewers who want to occasionally watch matches or specific events (Manon, 2022). Hence, those who are less dedicated to following multiple sports may find the subscription fee an inappropriate cost-model for their needs (Mulla, 2022).

Opportunities

While DAZN has already made its mark in multiple countries, there are still untapped markets where it can establish a presence (Yahoo Finance, 2023). By expanding its reach to new regions, DAZN can attract a wider audience and offer localized content tailored to specific markets, thereby increasing its user base and revenue potential (Sigismondi, 2012). With the advancement of immersive technologies, there is room for DAZN to enhance viewer engagement (Kotler et al., 2021). Immersive elements can provide fans with unique perspectives, in-depth analysis, and interactive viewing experiences that go beyond traditional broadcasting (Lee et al., 2021). By acquiring exclusive broadcasting rights to anticipated events or establishing partnerships with various sports franchises, DAZN can differentiate itself from competitors and attract a dedicated fan base (cf. Sportcal, 2023). Through strategic partnerships and sponsorships, DAZN could expand its offerings to include original programming, documentaries, or behind-the-scenes content, creating additional value for subscribers (Iordache et al., 2023).

Threats

Traditional broadcasters may adapt to the changing landscape by enhancing their digital offerings or forming partnerships with streaming services, posing a challenge to DAZN’s market share; other streaming platforms may also venture into sports broadcasting, leveraging their existing user base and resources to compete with DAZN (Hutchins et al., 2019). Another threat is the rising cost of sports broadcasting rights, making it challenging to maintain an extensive content library without substantially increasing subscription fees (Front Office Sports, 2022; cf. Menon, 2022). Thus, if DAZN fails to secure key broadcasting rights or faces intense bidding wars, it risks losing valuable content to competitors, diminishing its appeal to sports fans (cf. Iordache et al., 2023). Lastly, piracy and illegal streaming pose a threat to DAZN’s revenue streams (DAZN Group, 2023; Front Office Sports, 2023). The company must invest in digital rights management and anti-piracy measures to protect its content and maintain a competitive edge (Rotger, 2021).

2.2 Target audience

DAZN caters to a passionate audience of sports enthusiasts, primarily male aged 18 to 44, with a skew towards the younger end of this spectrum, as they are more likely to be open to digital streaming platforms (Ampere Analysis, 2019; Similarweb, 2023). Geographically, DAZN’s reach extends worldwide, focusing on both urban and suburban areas with high internet penetration, where sports fans can access its content seamlessly (DAZN, 2020; Datareportal, 2023). In terms of geodemographics, DAZN tailors its offerings for various regions and cultures adapting its content for key sports markets like the United States, Europe, and Asia to feature popular local sports alongside international favourites (cf. Business Research Company, 2023; DAZN, 2023). 

The typical DAZN user is arguably characterised by a deep passion for sports, valuing convenience, and flexibility in their viewing experience (cf. Lee Ludvigsen & Petersen-Wagner, 2023), while seeking immersive, on-demand access to a wide variety of sports content from mainstream to niche sports (Hutchins & Rowe, 2012). Product-related behaviour is a crucial aspect of DAZN’s target audience, as viewers can be cord-cutters or cord-nevers, eschewing traditional cable or satellite TV subscriptions in favour of streaming platforms; they are tech-savvy, often consuming content on multiple devices such as smartphones, tablets, and smart TVs, emphasizing the importance of a user-friendly and cross-platform streaming experience (Burroughs, 2019). DAZN’s audience might also more inclined to subscribe to the service during peak sporting seasons or for specific events, reflecting their commitment to following their favourite sports and teams (Hutchins et al., 2019).

3 Objectives

The following section refers to the communicative objectives suggested by Batra and Keller (2016) in the context of DAZN’s main product, i.e. access to various sports content through a monthly or yearly subscription. Although a marketing plan typically addresses corporate, marketing, and communicative objectives, this marketing plan focuses only on communicative objectives, as not enough quantitative data was available to define meaningful corporate and marketing goals for the case at hand.

Create awareness through online ads

DAZN can utilize targeted online ads, i.e. advertisements delivered to users based on their demographics and interests, e.g. sports enthusiasts in a specific market, and create awareness for its product (Ryan, 2020). These ads can be strategically placed on sports-related websites, social media platforms, and popular sports apps (Fetchko et al., 2018). They should emphasize key selling points like exclusive content, live events, and convenience by incorporating eye-catching visuals and compelling calls to action to attract potential subscribers (Yocco, 2016).

Convey detailed information through the website

DAZN’s website, i.e. an online platform displaying information, products or services, should have a user-friendly, informative page dedicated to its main product, highlighting the subscription’s benefits, including access to respective content, live events, and multi-device compatibility (cf. Ryan, 2020). Visitors should receive relevant information they need to make an informed decision through clear and concise text, along with infographics or videos, which can explain features, pricing details, payment options, etc. (Garett et al., 2016). 

Create brand imagery and personality on social media

DAZN can create brand imagery and personality on social media, i.e. online platforms for sharing content and connecting with others, by consistently sharing engaging content related to sports, such as highlights, behind-the-scenes footage, and athlete interviews (Newman et al., 2014). Interacting with followers in a friendly and passionate manner, using relevant hashtags, and encouraging user-generated content can foster a sense of community (Ryan, 2020). Posting timely updates and leveraging trending topics can also showcase DAZN’s relevance and expertise in the sports world, ultimately shaping a dynamic and approachable brand identity (Kietzmann et al., 2011).

Build trust through public relations

DAZN can build trust through public relations (PR), i.e. the strategic management of communication and relationships with various stakeholders (Schwartz et al., 2013). This can be achieved by actively engaging with sports industry media outlets, influencers and experts, securing positive media coverage, and sharing user testimonials (Fetchko et al., 2018). Mentions in third-party media outlets are viewed as impartial and distinct from the way people perceive advertisements (Karg et al., 2022).

Elicit emotions through events

DAZN can evoke emotions by connecting physical sporting events with interactive virtual fan experiences––basically, hosting virtual watch parties (Sutera, 2013). By creating opportunities for fans to connect emotionally with the sports content and engage with like-minded others, DAZN can generate excitement, loyalty, and a sense of belonging among subscribers (Fetchko et al., 2018). This can make the paid subscription more enticing and emotionally appealing to current and new subscribers (Yocco, 2016).

Inspire action through email marketing

DAZN can promote their offering through a marketing email by offering exclusive promotions, early access to live events, and personalized content recommendations with consideration to the customer-journey to inspire current subscribers to renew their subscriptions or non-users that receive the newsletter to sign up (Fetchko et al., 2018). Compelling visuals, enticing subject lines, and clear calls to action can encourage readers to undertake the desired behaviour (Hudak et al., 2017). To maximize effectiveness, the delivery, content, and timing of the email needs to match with the needs and wants of the target audience (Ryan, 2020).

Instil loyalty through overall digital brand experience

DAZN can foster loyalty with a digital brand experience, virtual interactions shaping users’ perception and engagement, by consistently offering top-tier, exclusive sports content that keeps users engaged (Hutchins et al., 2019; Pine & Gilmore, 2019). Personalized recommendations conveyed via, e.g. notifications, cater to individual preferences, enhancing the experience (Kotler et al., 2021). Moreover, providing a seamless, user-friendly interface across various devices ensures convenience (Menon, 2022). 

Connect people through social media

DAZN can connect people through social media by fostering an online sports community (Sutera, 2013). Regularly sharing engaging content, facilitating discussions, and encouraging user-generated content can create a sense of belonging among sports enthusiasts (Ryan, 2020). Organizing contests, giveaways, and interactive challenges can incentivize sharing and promotion, harnessing the power of social media to extend the reach of their product and connect users with similar interests (Kietzmann et al., 2011).

4 Strategy

A strategy explains an approach designed to achieve specific objectives (Chaffey & Smith, 2022). The following section explores how DAZN can apply the marketing mix to reach the objectives defined in the previous section. 

Create awareness through online ads: product

The core benefit of a DAZN subscription is the exclusive access to a wide range of sports content (DAZN, 2023). DAZN can offer additional functional value through multi-device streaming, customizable content preferences, and interactive viewing options (Menon, 2022). Affective value can be added by creating a sense of community through live chats, access to behind-the-scenes content, and exclusive interviews with athletes, enhancing subscribers’ emotional connection to the platform and sports (Hutchins & Rowe, 2012; Sutera, 2013). These features can be beneficial in raising awareness for the product through online ads.

Convey detailed information through the website: process management

DAZN creates mental stimuli by providing a diverse range of sports content, engaging users with exciting events, stats, and live commentary (DAZN, 2023; Lovelock et al., 2008). The anticipation of accessing exclusive games and highlights keeps users mentally engaged, fostering a sense of excitement and connection to the sports world, enhancing their overall entertainment experience (Fetchko et al., 2018). A dedicated page should detail how the service is delivered to viewers to ensure they understand how digital spectator sports experiences can be absorbed (Pine & Gilmore, 2019).

Create brand imagery and personality on social media: people

DAZN can build brand imagery and personality on social media by showcasing the human side of its service (Kietzmann et al., 2011). Featuring athletes, commentators, and employees in behind-the-scenes content, interviews, and personal stories humanizes the brand (Fetchko et al., 2018). It highlights passion, dedication, and expertise, creating a relatable and trustworthy image (Sokolova & Kefi, 2020). This approach fosters a sense of community among sports fans (Sutera, 2013), reinforcing DAZN as a platform that values its stakeholders and shares their enthusiasm for sports.

Build trust through public relations: promotion, price

DAZN can foster trust through PR by regularly sharing unbiased and informative content, with reputable sports media outlets that transparently report news about DAZN and its products, and showcase DAZN’s commitment to providing high-quality sports content at an affordable price (Fetchko et al., 2018). Building upon its brand image and personality, DAZN could involve notable brands and personalities in sports to enhance reliability, credibility, and a customer-centric approach (Sokolova & Kefi, 2020). 

Elicit emotions through events: physical evidence

DAZN can connect online and offline events for and with its users to highlight a sensory experience that positively influences the affective experience (Pine & Gilmore, 2019). Bringing the DAZN brand closer to its users through, for example, virtual watch parties in an immersive online fan event can strengthen users’ emotional bond with the brand (Schmitt, 1999; Kotler et al., 2021). 

Inspire action through email marketing: productivity and quality

A marketing email can inspire the renewal of a DAZN subscription, promote a new feature, or lead non-users to sign-up to the DAZN service. A personalization will address the wants and needs of the recipient, which is done by developing dedicated emails based on the available customer data (Ryan, 2020). It further heightens the effectiveness of the message (Hudak, 2017). Moreover, the email should highlight product customization possibilities for users, i.e. sports or leagues a user can subscribe to or refrain from subscribing to, to sign up for the most appropriate product (cf. Hutchins et al., 2019). This can reduce the risk that a subscriber may not be satisfied with the service due to the service not being exactly what they want (Lovelock et al., 2008). 

Instil loyalty through overall digital brand experience: place

Place, commonly known as distribution in marketing, also encompasses consumers’ considerations regarding the ease of acquiring or accessing a product or service (Mullins et al., 2016). DAZN provides a convenient digital spectator sports experience by offering a vast library of sports content accessible on various devices, allowing users to watch live or on-demand matches at their convenience (Hutchins et al., 2019). Its user-friendly interface, personalized content recommendations, and flexible subscription options enhance ease of access, ensuring sports enthusiasts can enjoy their favourite events effortlessly anytime, anywhere (Menon, 2022). Thus, a high-quality digital brand experience shall be upheld to keep users loyal.

Connect people through social media: people

Interactions in a commercial context happen in a social setting, which indicates a shared co-creation of the brand experience involving both the company and its users (Schmitt, 1999). As mentioned in the objectives section, DAZN should therefore cultivate an online sports community, promoting social interaction among its users through social media (Sutera, 2013). DAZN can utilize material from its sports content library and post captivating images, foster dialogues, and promote user-generated content that connects like-minded sports viewers (cf. Yocco, 2016; Ryan, 2020). 

5 Tactics

Tactics are specific actions employed to achieve a broader goal or objective (Chaffey & Smith, 2022). The following section describes and depicts applied and potential tactics for the DAZN to reach the defined objectives. 

Create awareness through online ads: product

Figure 1 depicts how DAZN creates awareness about their product with online video ads, specifically on social media. Functional value is highlighted with the ad promoting the NFL Game Pass as a customizable option to the service (Menon, 2022). Affective value is given by showing moments from NFL games and different spectators enjoying the media product, but could be strengthened by highlighting the sense of community in the copy or the video (Sutera, 2013; Yocco, 2016).

Convey detailed information through the website: process management

Figure 2 displays how DAZN offers relevant information on their website to create mental stimuli with relevant information about the NFL Game Pass within the DAZN service. The website emphasises functional utility and convenience by detailing how the service can be used, how much it costs, and who it is meant for (DAZN NFL Game Pass, 2023; Lovelock et al., 2008). This helps potential subscribers to better understand the offered service (Fetchko et al., 2018). 

Create brand imagery and personality on social media: people

Figure 3 shows how DAZN shares a post of an employee to its LinkedIn followers thanking them for their hard work (LinkedIn, 2023a). Similarly, Figure 4 shows another LinkedIn post that promotes a DAZN hiring and networking event that features two DAZN personalities, i.e. former athlete Tony Bellew and sports broadcaster Ade Oladipo (LinkedIn, 2023b). This humanizes the story and the event strengthening a sense of community (Kietzmann et al., 2011; Sutera, 2013).

Build trust through public relations: promotion, price

Figure 5 displays an article from SportsPro (2023), a British sports media company, that reports and contextualises the changes in DAZN’s subscription packages and price increase for its premium tier in one of their main markets. An established media outlet can deliver possibly difficult news more objectively to current subscribers and ease negative emotions (Karg et al., 2022). A different perspective is offered in Figure 6. Forbes (2023), a renowned American business magazine and online media company, places DAZN in a positive light by reporting how “Dazn’s coverage of the UEFA Women’s Champions League has stimulated significant growth not only in the competition itself but throughout the women’s game”. This adds brand equity and justifies a perceived higher price (Fullerton, 2010).

Elicit emotions through events: physical evidence

Figure 7 shows how DAZN’s Watch Party platform offers DAZN viewers a distinctive experience, enabling them to converse and interact with others while watching the main event simultaneously (LinkedIn, 2023c). This bridges the virtual and the real world (cf. Kotler et al., 2021). Furthermore, the platform fosters user satisfaction through respective brand visuals, emotions evoked from the entertaining factor of the platform, and the resulting escapist behaviour, culminating in a holistic brand experience (Pine & Gilmore, 2019).

Inspire action through email marketing: productivity and quality

DAZN does not seem to send out marketing emails, hence, a mock-up of such a possible email is shown in Figure 8. The email is personalised with the recipient’s name and addresses their possible interest in engaging with other users through a web feature on the DAZN platform, i.e. DAZN X Watch Party; the possible interest is drawn from user data available to the service (cf. Ryan, 2020). The included video situated above the fold highlights functional and affective values by showing how Watch Party can be used, reducing the risk that users may not understand or like the feature (Lovelock et al., 2008).

Instil loyalty through overall digital brand experience: place

DAZN should ensure that the subscribed content is easily accessible via users’ preferred devices and user-friendly navigation, and convenient timing (Mullins et al., 2016). Figure 9 shows the simplicity of the platform on a desktop computer (up left), the devices supported to access the service (bottom right), and the sports media products available in Switzerland (bottom left), i.e. the geographical area through which the website was accessed (Sigismondi, 2012; Hutchins et al., 2019). These are just a few elements that strengthen user satisfaction and, consequently, reinforce the loyalty towards the DAZN service (cf. Schmitt, 1999). 

Connect people through social media: people

DAZN has the opportunity to foster a sports community surrounding their media offerings by encouraging active social interaction among its user base on various social media platforms (Sutera, 2013). Figure 10 depicts how DAZN asks their followers on X (formerly Twitter), who they want to see in a future fight with William Zepeda, directly including them into the story of their product and inciting conversations about the potential product (Newman et al., 2014).

6 Controls

The following section discusses how to measure the proposed tactics, addressing applied metrics and their potential success.

Create awareness through online ads

Online ad-driven awareness can be measured through metrics like ad engagement, website traffic, social media mentions, and surveys (Ryan, 2020). Figure 1, specifically, shows the video ad has been viewed 603 times, received 405 comments and 756 reactions (retrieved 10 days after its publishing), which reflects high engagement despite low view count.

Convey detailed information through the website

Measuring user engagement on a website is crucial for understanding how well the site performs and how satisfied visitors are. Relevant key metrics in the case of Figure 2 include: pageviews, i.e. total number of pages viewed by visitors; unique visitors, i.e. number of individual users visiting the website within a given time frame; average session duration, i.e. the average amount of time visitors spend on the website during a single session; social shares, i.e. the number of times content is shared on social media platforms (Garett et al., 2016; Ryan, 2020).

Create brand imagery and personality on social media

Metrics such as engagement rates, sentiment analysis, follower growth, and content shares can indicate if social media activities effectively shape a brand’s imagery and personality (Newman et al., 2014). Figure 3 shows how the post recorded more positive reactions than the post in Figure 4, suggesting that DAZN should continue to emphasise praising employees openly.

Build trust through public relations

DAZN’s brand trust can be measured through metrics like the amount and quality of media coverage, the resulting brand sentiments, and consumer surveys on trust perceptions (Fetchko et al., 2018; Karg et al., 2022). For example, SportsPro (2023) objectively reports about pricing changes, although with a negative framing, i.e. “…package no longer includes…” (see Figure 5). A Google search on 16 September 2023 for “DAZN price” results in three negative headlines, in a sample of 20 articles, on the first two pages regarding their 2023 price increase, suggesting a generally neutral attitude towards the price increase.

Elicit emotions through events

DAZN Watch Party is an interactive part of its service (see Figure 7), similar to social media, hence, similar metrics should be measured. Given the entertainment nature of the app, the fun factor metric might be the most valuable to measure (cf. Pine & Gilmore, 2019). This includes measuring engagement between users, their sentiments in the comments, resulting in a stronger sense of community by bridging the real and virtual world (Kietzmann et al., 2011).

Inspire action through email marketing

Metrics like email open rate, click-through rate, conversion rate, and unsubscribe rate should be measured in the email proposed in Figure 8 to assess the campaign’s effectiveness (Ryan, 2020). In the case at hand, the most important metric is arguably the conversion from email recipient to watch party participant, as that is the action inspired in the email. 

Instil loyalty through overall digital brand experience

Measuring the usage of returning users in a specific time-frame offers a good foundation to assess their loyalty to the service (Ryan, 2020). More depth can be added to the analysis by assessing sentiments of users towards the service via online reactions, comments, and conversations (Sutera, 2013). Users’ levels of satisfaction can provide valuable insights into how much they enjoy the experience and plan to keep using the service (Schmitt, 1999).

Connect people through social media

The tweet in Figure 10 aims to engage and connect the community. Thus, the first metrics to consider are any related to interactions, while emphasising metrics that measure directly the connection between people, such as mentions and shares (Newman et al., 2014). In the case at hand, those metrics are rather low given the wide reach of the post.

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