'Again' Lotte
Since 2000, The Baseball team, Lotte Giants which based on Busan has been seen at the bottom of the ranking list. Of course, the popularity of the Lotte got desperate. As a matter of fact, the Lotte baseball team was so popular back in the days and they even won the Korean series in 1984 and 1992. As popularity went down, the number of people who visit Lotte baseball stadium also rapidly decreased. In the weekends, many people visited Lotte baseball stadium to see their playing. The problem is that 
the stadium became almost all the time empty in the week day.
In this situation, the marketing department of Lotte came up with very creative idea. They named it “Again”. In the week day, they create Lotte stadium as it is 1984 and 1992. They played old song which played in their age and even charge the entrance fee as much as 1984. As a result of this, they sold 16,000 tickets out in 2 days earlier than the day actual game began.
My opinion
In my perception, Busan is the second largest and very successful harbor city. In the 1980’s and 1990’s, as a center of logistics and trading, Pusan attained the highest stage of prosperity. However, since 2000, economically and culturally Busan has been falling behind in comparison with Seoul. Their baseball team was also very strong in 1980’s and 1990’s but in 2000’s they are always at the bottom of the ranking list. Pusan people might be missing their glorious age and Lotte marketing team found this needs (to want to see or repeat their glorious age) and applied this fact in a very successful way. I especially like the fact that they applied this idea to fill the empty seats.
In service industry, it is very important to maximize the facilities or given resources. Family restaurants give a discount to customers who come to have a lunch to fill the empty. Disney sells annual ticket which is only available for week day in very cheap price to utilize the facility during week days. However, in sports marketing business, they almost gave up to offer empty seat during week day concerning hardworking Korean people. They rather squeeze the profit only during the weekends than make good use of their resources in the other 5 days. In this sense, Lotte’s marketing team approached in very practical way which never happened before in sports marketing. I hope it would inspire the other marketing area which is inefficient to innovate their business more efficiently.
the stadium became almost all the time empty in the week day.In this situation, the marketing department of Lotte came up with very creative idea. They named it “Again”. In the week day, they create Lotte stadium as it is 1984 and 1992. They played old song which played in their age and even charge the entrance fee as much as 1984. As a result of this, they sold 16,000 tickets out in 2 days earlier than the day actual game began.
My opinion
In my perception, Busan is the second largest and very successful harbor city. In the 1980’s and 1990’s, as a center of logistics and trading, Pusan attained the highest stage of prosperity. However, since 2000, economically and culturally Busan has been falling behind in comparison with Seoul. Their baseball team was also very strong in 1980’s and 1990’s but in 2000’s they are always at the bottom of the ranking list. Pusan people might be missing their glorious age and Lotte marketing team found this needs (to want to see or repeat their glorious age) and applied this fact in a very successful way. I especially like the fact that they applied this idea to fill the empty seats.
In service industry, it is very important to maximize the facilities or given resources. Family restaurants give a discount to customers who come to have a lunch to fill the empty. Disney sells annual ticket which is only available for week day in very cheap price to utilize the facility during week days. However, in sports marketing business, they almost gave up to offer empty seat during week day concerning hardworking Korean people. They rather squeeze the profit only during the weekends than make good use of their resources in the other 5 days. In this sense, Lotte’s marketing team approached in very practical way which never happened before in sports marketing. I hope it would inspire the other marketing area which is inefficient to innovate their business more efficiently.
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