Manchester United
description
Transcript of Manchester United
INTRODUCTION• Founded in 1878
• Plays in the English Premier League
• Most Valuable Football Brand in the world
• Champions of the EPL for the year 2010 – 11
• 19 times champions
Why• No need or want
• Demand only by UNITED Fan
• Feel Connected
Value and Satisfaction• To provide the Psychological Value
• The merchandise provides that a satisfaction that I have a piece of the Club
Segmentation• Geographic Stores will be opened in Mumbai , Bengaluru and
Hyderabad
• Demographic Age Group : 13 – 35 Income Group : High income group
• Psychographic Lifestyle
• Behavioral Loyalty Status
TargetingConcentrated Market
• 330 Millons Fan world
• Almost 20 millons in India
• Fans concentrated in Metros
Positioning
RED DEVILS are in Town
Consumer Behavior
1.Objects of Purchasing ( What does market buy)
To support their respective teams & feel connected with the team while their team is playing
2.Objective of Purchasing (Why does one buys it)
To support their respective teams & feel connected with their teams while their team is playing
3.Organization of Purchasing ( Who buys it)Manchester United Supporters
Consumer Behavior
4.Operation of Purchasing Organization ( How does it buy)
Cash , Credit Card and Online 5.Occasion of Purchase ( When does one buy) Whenever the supporter wants to feel
connected 6.Outlets of Purchase ( Where does one buy) Through Manchester United Megastore
SWOT AnalysisStrengths
Best Manager in the businessStrong brand awareness & globally knownLoyal fan base Huge cash reservesStrong focus on the Youth system
Weakness
Huge debt
No brand recognition apart from UNITED fans
Ageing squad
Opportunities
1st entry advantage in the country
Winning consistently and improving the fan base in the country
Developing & discovering new talents
Threats
Liverpool’s entry in the Indian market
Not winning consistently may lure away fringe supporters
4 P’s • PRODUCT : Various products offering in Megastore like
Jerseys, Footballs, T-Shirts, Flags
• PRICE : The pricing will be high as Manchester United
is a premium brand e.g. A home jersey will cost around Rs 2999
4 P’s• PLACE : The first store will be opened in Mumbai
followed by Kolkata & Benguluru
• PROMOTION :
Teaser campaigns will be run 1st in Print and Television . Then ads will be run after opening of the stores .
Advertising Plan
• Initially Teaser campaigns will be in Print and Television media
• Then when the Stores will be launched , Ads will be run in both above media’s
• “RED DEVILS are in Town” will be tagline used to let know the Red Devils that the Megastore has finally been opened in India.
Pricing and Growth Strategy
• Perceived Value Pricing will be used
• Intensive Growth Strategy will be used
United products for United fans
High
9 Price – Quality Stragies
Medium
Low
High Medium LowPRICE
QUALITY
Future Plans• After initial launch in Mumbai , stores will be
opened in other Metros like Bengaluru and Hyderabad
• A museum will be opened in the stores to increase the footfalls of UNITED fans in the Megastore.
• If the response is good in the Metros and demand from other cities is high through online order , opening the stores in these may be considered.
MarketING ProjectPresented To : Prof MahajanPresented By : Abhishek JainE-MBA Div – ARoll No : 5