Graduate Trainee Programme Customer and Marketing. Information Technology & Sustainability Division
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1 Graduate Trainee Programme 2015 Customer and Marketing Information Technology & Sustainability Division
2 Three Core Business Pillars Sports & Betting Entertainment Club Membership Charity
3 Three Core Business Pillars Sports & Betting Entertainment Club Membership Charity Customers & Marketing Division
4 Customer and Marketing Division (C&M) Provide quality marketing, CRM & betting services to the businesses of HKJC Drive wagering business results through 3 products: Racing, Football and Mark 6 Provide customers with an impressive total customer experience Sustain turnover growth in a responsible manner Combat illegal betting
5 Customer & Marketing Division Product and Marketing Racing Marketing Football & Lottery Marketing Football Trading Segments and Experience Member & Premier Segment New Segment Public Segment Racecourse Customer Experience Customer Digital Experience Development Operation-Oriented Betting Systems and Betting Control Customer Service Broadcasting Services
6 Product and Marketing Design, operate, package & promote different products Racing & Race day Experience Football & Lottery Football Products 6
7 Product and Marketing Racing Marketing Customers Off-course racing branches Racing news Sponsor partners Out-Of-Home Media PR coverage Bloggers WeChat Facebook Goodwill Direct Mailing TV Commercial Members Magazine Badges Spokesperson Social media Leaflet Build the Racing Brand Print Creative visual Racecourses venues Jockeys Merchandise Performance of horses Trainers Logo
8 Product and Marketing Racing Marketing Objectives RC Experience Promote Racing as a Sport and Social Entertainment thru Merchandise Racing Sponsorship Major Race days Happy Wednesday
9 Product and Marketing Racing Marketing 11 Major Racedays in Sha Tin 14 Sep Season Opening 14 Dec LONGINES Hong Kong International Races 1 Oct National Day 1 Jan New Year Race Day 9 Nov Sa Sa Ladies Purse Day 10 Jan 130 th anniversary 15 Mar BMW Hong Kong Derby 21 Feb CNY Race Day 26 Apr Audemars Piguet QEII Cup 3 May Champions Mile 12 July Season Finale
10 Product and Marketing Racing Marketing Pre-event Events to generate PR coverage and create exciting on-course events
11 Product and Marketing Racing Marketing TV Commercials to generate mass terrestorial, paid & digital channels
12 Product and Marketing Racing Marketing Media partnership to leverage on media word of month
13 Product and Marketing Racing Marketing Digital & Social media platform Viral video in YouTube Popular Mobile media coverage Key Opinion Leader (KOL) Facebook post Thematic website
14 Product and Marketing Racing Marketing Themed merchandise to build brand loyalty
15 Product and Marketing Racing Marketing Branding projects 2014/15 HW Party Calendar New 15
16 Our Vision Transforming Racing Experience into Social Entertainment Create a Young, Trendy, Vibrant, Worldly Racing Experience for the young affluent target segment through Happy Wednesday
17 Product and Marketing Racing Marketing Broaden the appeal of horse racing through strategic alliance with selected brands
18 Product and Marketing Racing Marketing Digital Marketing Focus and Content Driven
19 Product and Marketing Racing Marketing Digital Marketing Focus and Content Driven
20 Product and Marketing Racing Marketing Digital Marketing Focus and Content Driven
21 Product and Marketing Racing Marketing Self-financing marketing lever to drive loyalty and awareness of racing brand Merchandise
22 Product and Marketing Racing Marketing Shops and Branch Showcases
23 Product and Marketing Sports Trading Sports Trading Trading Solutions Provide algorithmic and statistical solutions to Trading to drive business performance Trading Pricing Compile accurate prices of sports events Risk Management Effective trading practice and customer management 2-year Academy Program for fresh graduates Football Trading Team Fixed Odds Racing Trading Team Junior Trader Trader Senior Trader Trading Manager Senior Trading Manager Executive Manager, Trading Operations Head of Trading Director of Trading
24 Product and Marketing Sports Trading Strong Growth in Trading Business Teams in Trading Department 1 3 Members in Trading Department Number of Matches Offered 2,700+ Up to 10,000 Football Turnover HK$ 16.1 B HK$ 62.2 B Betting Duty Contribution HK$ 0.8 B HK$ 4.9 B We are growing & Our teams are expanding
25 Product and Marketing Sports Trading Key Member in Global Lottery & Sports Community The HKJC As a key member of: - World Lottery Association - Asian Lottery Association - Asian Racing Federation - European Security System Association (FIFA)
26 Segment and Experience Segmentation of customers Design and Operate CRM programs Design and Operate Loyalty programs Design and shape racecourse customer experience 26
27 Digital Customer Experience Development Designing customer digital interfaces in Mobile Apps (IOS & Android) Designing content on web & digital devices Customer digital innovation
28 Operation -oriented Departments Betting Systems and Betting Control Customer Service Teams Broadcasting Services 28
29 Why HKJC Successful entity with unique business model that you can t find else where in the world Huge resources and sufficient internal support A force for good in society with charitable donations to HK community Customer-centric to offer excellence services Offering top-class sporting entertainment Set high standard with numerous of on-job trainings for staff
30 Career Path of Trainee in C&M Graduate Trainee Completion of Programme with Satisfactory Performance Assistant Manager or equivalent Additional Exposure & Experience Manager / Project Manager 30
31 Being a Marketer Be passionate about your brand Be curious about what s happened in the market Be creative to explore new ideas Be analytical to measure the effectiveness
32 Being a Sports Trader Passion Articulate and decisive Dynamic and adaptive to multi-cultural environment Sensitive to numbers
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