MARKETING PLAN

VASCO SPORTS CLUB

Prepared by-
Syna Soares
Suraj Hirani

Contents
1. THE CLUB
2. OBJECTIVE
3. COMPETITORS
4. MARKET STUDY
5. SWOT ANALYSIS
6. TARGET MARKET
7. POSITIONING
8. MARKETING STRATEGY
9. FINANCIAL BREAK-UP (MARKETING)

1.THE CLUB
VASCO SPORTS CLUB

The Vasco Sports Club is a football (soccer) club from Goa, India.

In 1951, residents from the port town of Vasco da Gama, Goa, including the
Portuguese garrison stationed there formed a football club called Clube de
Desportos Vasco da Gama.

It was named after the famous Brazilian club, and similar colours were adopted
by it. The open fields where the present Tilak stadium is built, were the practice
grounds for the players. Later a club house was built near by, which still stands
today.

During the last five decades the club participated in most of the major
tournaments in India. The sixties and seventies were the most productive years
for the club and they won some of the major tournaments during that time like
the Kerala Trophy, Stafford Cup, Bandodkar Gold Trophy, Chakola Gold
Trophy and Sait-Nagjee Trophy. It failed to stamp its mark in other
tournaments like the Rovers Cup, Bordoloi Shield, Nehru Memorial
Tournament, having lost out in the final.

As far as honours at home go, the club won the Goa Football Association
league title on six different occasions starting in 1954 until 1969 and is the
oldest registered Club still participating in the State's top League competition,
never once having been demoted in the Club's history.

After two decades of major victories, the 80's saw a decline in the efficacy of
the Club in terms of All India and State Tournaments. However, it retained a
prominent position among the top five Clubs in Goa. The decline started when
the Bandekar group withdrew support and there were no new white knights to
fund the increasing cost of top class players.

Over the last five decades the club has received a lot of financial help from
many philanthropic benefactors not only from the port town of Vasco, but from
different parts of Goa and Goans residing abroad.
Undaunted, from the mid 90's the Club, under the leadership of Nõel da Lima
Leitão, took the help of Zeca Miglietti from Portugal, former Benfica defender,
as coach for its training programme. His hard work saw the Club reach the
quarterfinal phase of the KBL Federation Cup and among the contenders for
qualification to the Premier Division National League.

Presently the new management is headed by Mario Leitão as the President,

Mario De Souza as Secretary and Stanley Pereira as Treasurer. The
membership drive undertaken by the new management has begun to yield
results and the general response from the fans has been encouraging.

Full name Vasco Sports Club

Founded 1951
Fatorda Stadium, Tilak Maidan
Stadium
Ground
Goa, India
(Capacity: 35,000, 15,000)
Chairman Mario Leitão
Coach Robert Fernandes
League I-League 1sr Division
2008 4th place
2. OBJECTIVE-

• To market Vasco Sports Club with an aggressive & extensive marketing

approach and to make it a club with maximum and increasing fan base.
• To promote Vasco Sports Club to the maximum with maximum
utilization of funds.
• To make the team stand out from the rest and to carve a niche of its own.

3.COMPETITORS-
• Dempo
• Salgaocar
• Churchill Brothers
• Sporting Clube de Goa

4.MARKET STUDY-
Goa has been associated with football since ages. Major clubs are Goan
which dominate the football scene in India. Vasco football club is one of the
top 5 teams in India. In India, Football
is not as big as cricket so the scope for marketing is wider. Not many teams
follow a strategic marketing plan. The fan following in fan following in Goa
is greatly influenced by the region one is staying in. Through the marketing
plan we plan to take Vasco Sports Club to all parts of Goa and make the
club’s presence felt. Goans being major fanatics of football promoting the
club is a feasible idea.

Market Growth/trends-
Football is the most popular sport in the entire world. People follow football
like a religion. Since the Portuguese influence has been in Goa they also
have inculcated the sport of football in the Goan blood. With the influx of
international sports clubs coming to India and more specifically Goa like
Manchester United & Arsenal to pick up young talent the Goan sports
scenario has hit a new high. Potential in Goa is being tapped and there is a
need to put Goan talent on the international podium.
5.SWOT ANALYSIS:-
STRENGTHS-

• Crowd attraction is immense in the goan football scene.

• Goan community is immensely enthusiastic of football and any relation to it
would be an attraction.
• Vasco Sports Club enjoys being one of the top clubs in Goa.
• Vasco S.C has carved a position for them in the football scene in Goa.
• They have a series of awards and accolades behind them and fan support.

WEAKNESSES-

Sports clubs lose out on a wide range on supporters as sometimes the people
support the clubs on geographic basis.
Online website can give more information of the club at all times.
There is no effective online marketing done so far.

OPPORTUNITIES-

Goan football is immensely growing.

There hasn’t been effective marketing done for clubs. So the scope for
marketing is quite large. Appeal is growing more. The football association with
a major brand like Vodafone have opened the stage for all kind of marketing
and have an immense potential to expanding this field.

THREATS-
Other sports clubs like Dempo , Churchill Brothers & Salgaocar are backed
with industries so they do not face shortage of funds.

6. TARGET MARKET-
Wide audience of youth and adults. Target segment is wide as football has a
huge fan following

7.POSITIONING-
Through our marketing plan we want to position Vasco sports club as one of
the major clubs and give it a fun element & entertainment.
8.MARKETING STRATEGY:-
• Outdoor advertisements-advertising the club and club activities on major
ad boards , billboards, poster etc.

• Scholarships- tie-ups with clubs in Portugal offering scholarships for

students to train in football schools.

• Cheerleaders- cheerleader to motivate the team and also through this we

will be doing something different because this concept hasn’t touched
Indian football

• Mascot- having a mascot would give the team an identity to identify with
and build on that.

• Having competition and giving prizes would increase the appeal of the
brand and make it more popular.

• Specialty advertising- consists of useful low cost item bearing the club ‘s
names & the message examples…coasters / keychains/notepad/pens

• Local fairs- sponsor at local fair or have local matches during the fairs in
villages.

• Merchandising- distribution of merchandised items customized with club

name & logo

• Having tie- up with different organizations.

• Sports drive ins- setting up of screens on mobile vans in parts of villages

airing matches.

• Radio- having ads on radio, competitions on radio etc.

• Television- advertising with local channels and use the platform of
television, reaching out to a wider audience
9.FINANCIAL BREAK UP (MARKETING
ACTIVITIES)
Outdoor Advertisements (billboards, posters)
………………………………………. 3 lakhs

Scholarships…………………………………..7 lakhs

Cheerleader …………………………………..4 lakhs

Mascot………………………………………..70,000

Competitions………………………………. 1.5 lakhs

Specialty advertising………………………….1 lakh

Local fairs…………………………………….80,000

Merchandising…………..……………………4 lakhs

Tie-ups………………………………………10 lakhs

Sport drive-ins………………………………..8 lakhs

Radio …………………………………………3 lakhs

Television……………………………………...7 lakhs

Total 50 lakhs