Professional Documents
Culture Documents
MARKETING MANAGEMENT
2016IPG-066
EXECUTIVE SUMMARY
FutLoose Sports is a hypothetical sports development start-up originating from Gwalior,
Madhya Pradesh. It is set up by two entrepreneurs who were inspired by the dearth of
football playing facilities in the city of Gwalior. The owner-directors, both aficionados of
sports, recognized this void in sporting facilities. Further research revealed staggering
The solution - a world class sports facility within the city overcoming the commercial,
infrastructural, real estate, and legal limitations that is open for all.
Founders of HotFut, a well established sports infrastructure company, are our angel
investors as well as dear friends. Upon successful deployment of the first futsal arena in
TABLE OF CONTENTS
1. Situation Analysis
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1.1. Customers
1.2. Competitors
1.3. Company
1.4. Context
2. SWOT Analysis
3. Mission
5. Objectives)
6. Marketing Strategy
7. Positioning
8. Marketing Mix
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SITUATIONAL ANALYSIS
The following table showcases population of Gwalior district and its distribution*:
1. CUSTOMERS: FLS is entering its first year of operation. Our potential customers are
of target audience. This highlighted the absence of dedicated sports facilities for
local commune. Children and teenagers are expected to be more enthusiastic and
participative compared to working class as the latter could play primarily during
weekends.
Arm’s length price can be neglected. As a result, our competitive advantage is our
unique service to the society and assured access to pleasant adobe of futsal where
3. COMPANY: FLS is a partnership venture and has total investment of INR 50,00,000
(INR 35,00,000 from angel investors and INR 15,00,000 from personal Savings). Our
angel investors are big players in the game and have well established futsal arenas
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market and subsequently expand our reach and target remaining tier II cities of the
state.
4. CONTEXT: India is a country where every household has a cricket fan. No wonder it
is considered as a religion. On the bright side, continuous efforts have been made to
uplift other sports by raising the bar higher with every initiative taken by financially
strong brands. Irrespective of being the first edition of the ‘Premier Futsal’, a
international celebrities, it was watched by 1.3 crore viewers. This ongoing craze of
SWOT ANALYSIS
Strengths Weaknesses
● Strong budget ● High risk
● Guidance from experienced players ● FLS holds lack of experience in the
of the market field of sports infrastructure and
● Surplus of financial resources development
● Negligible competition ● The city greatly lacks IT hubs and
● High competitive advantage business parks
Opportunities Threats
● First futsal arena of Gwalior ● New entrants to the market
● Significantly increase brand ● Cost of initial investments
recognition market share at state- ● In case things go south, all expenses
level go down the drain
● Attract sponsors for any future ● Possibility of working class not
competitions organised by FLS considering it as a recreational
● Fairly obvious need of lavish sports activity
facilities ● Mediocre engagement
MISSION
“Our mission is to educate, empower and uplift people through high-quality and world-class
sports facilities”
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PRACTICALITIES AND ISSUES
Considering a highly populated nation like India where the population is approximated to
be more than 1.3 billion, only a mere strength of 15 million to 20 million people have
We may be world famous for tourism but are lagging behind in sports infrastructure and
facilities, specially in tier II cities. Although, huge funding and talent have helped in boosting
Futsal is one of the fastest growing indoor sports nationally, while over the past 10 years
the game has been one of the fastest expanding in the world and holds major
competitions. Participation among women is increasing every year. This eases the task of
Compared to remaining Tier II cities (Bhopal, Indore, Jabalpur), Gwalior lacks sophisticated
and civilised aura for football players. Although an institute dedicated to physical education
is already there, its primary focus is to facilitate the struggle of enrolled sportsmen and
sportswomen rather than the local community. Such circumstances: help in value
exploration; provide a tremendous growth opportunity for the business; will assist FLS in
becoming a brand.
Key success factors are: provision of comforting sports abode to enthusiasts; dedicated
rewards for appreciating customer loyalty; reasonable charges for playing on the turf.
OBJECTIVE(S)
1. Provide local urban commune with the luxury of futsal arena
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2. Achieve a footfall of 1600, 1800 and 2000 for first quarter of operation (May, June,
July)
3. Achieve an average growth in footfall of about 12.5% per month for first three
months
4. Earn ~60% revenue compared to expenses before completing first year of operation
5. Achieve the image of a ‘brand line’ by introducing additional products and services
MARKETING STRATEGY
Customer focus: with best-quality services and product differentiation;by rewarding
POSITIONING
FLS will position itself as a brand that provides world-class sports aura and infrastructure
for the grassroot level public. Customer involvement will help in portraying the idea of “just
play, forget rest”. Our USP is “we’re BEST in quality, because you’re a BEAST on field”.
MARKETING MIX
Considering the 7 P’s of service marketing:
introducing two futsal arenas where the players get a chance to play and showcase
their skills on high quality turfs for 90 minutes. These arenas will have netted
premises, drinking water and locker facilities, lights and stands for seating
arrangement of visitors. A maximum of ten players are allowed at once inside the
arena. In addition to this, our aim is to extend the services provided by introducing a
mixed bundling
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2. PRICE: General per head cost is INR 100. Regular customers may apply for
membership at INR 2,400/month and be a part of ‘FLS Club’. FLS Club will be open
from the month of August. With the launch of additional services, a bundled pricing
3. PLACE: Initially our targeted coverage area is Gwalior where locations have been
decided by keeping the target audience in mind. First arena will be located near
Gulmohar City, New Collectorate which is a thoroughly growing urban locality and at
a mere distance of 3 kms from City Centre. Second arena will be located at
Jayendraganj, close to Deen Dayal Mall and is crowded with working class people
4. PROMOTION: Basic promotional route will be outdoor advertising. This will include
several distribution channels like point of sales display at malls, street furniture and
digital billboards. FLS is in touch with some big players of the Sports Blog industry
like Sportskeeda and Indian Football Network. Social media marketing will be
adopted to: promote the services, obtain feedback, inform customers about any
5. PEOPLE: Human resources are not a problematic issue during the initial phase (first
three months) of operation. Each arena will be taken care of by an ‘Arena Manager’
who will be provided a uniform by FLS. Players will pay under the supervision of the
Arena Manager
6. PROCESSES: All the processes will be carried out under the guidance of our angel
investors, HotFut. These include: purchase of turf slabs; installation of turf slabs;
netting the arena premises; setting up lights; installing goal posts, lockers, water
7. PHYSICAL EVIDENCE: A futsal arena has a jaunty, sporty and stimulating ambience
which no one can defy. Players who play on dry lands, dusty grounds and concrete
roads get an unexpected adrenaline rush while playing on turf under the lights. FLS
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promises to match these expectations and provide a hands-on experience of what it
*Footfall may increase/decrease due to unavoidable external forces (examinations of students, holiday trips of working class, vacations etc.)
Footfall Forecast
Cost of single turf slab (grade II artificial turf) : INR 110 per sq ft
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Cost of lights 50,000
Installation cost (turf, net, goal post, lights, pillars, arena) 2,20,000
Total 14,00,000
By the end of April 2021, i e first year of operation, revenue earned will be:
If a company enters this industry and targets a tier I city, probability is higher to achieve
of IT parks and business hubs; denser urban population; more commercial buildings
(arenas at rooftops).
Even after operating in a tier II city, we expect to achieve a break even before the end of
second year of operation and won’t face any operational issue due to financial surplus.
Marketing will be looked after by our marketing team under the supervision of both owner-
directors
Total 5,00,000
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1. Customers may take time to adapt to new services. Thus, pressure on price is
2. CCTV cameras will be installed in order to keep an eye in case any mishappening
takes place
3. Monthly footfall will be monitored and revenue will be evaluated. After six months,
the arena having lower revenue will be considered for introducing additional
facilities
FUTURE IMPROVEMENTS
1. WEBSITE: Initially bookings will be monitored by Arena Manager. By the end of this
year the official website of FLS will be launched. Further bookings will be done
online.
groups, colleges, schools, offices, colonies etc. Such events will help in catching the
3. BASKETBALL HOOP: A half court basketball court will be introduced at the lower-
revenue-generating arena site with synthetic turf flooring where customers can play
3-on-3 and even dunk on each other!!! Basket will be movable with adjustable height
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4. MERCHANDISING: FLS will be launching t merchandise including t-shirts, bracelets,
key chains, bands, football kits etc. FLS club members will become a part of FLS
5. FOOTBALL CAMP: In the long run, FLS aims at organizing football camps to impart
wisdom and knowledge of the game to people of all ages as ‘you are never too old
to learn’.
6. SOCIAL MARKETING: FLS will be helping local NGOs to spread awareness about the
importance of physical health, sports and teamwork in life. We will be visiting local
orphanages and provide free mentoring to children. Members of FLS Club will be
their mentors and help them train and develop their game. Our aim is to form ‘FLS
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