Sports Villa Live Project

Product and Brand

Management

Deepanshu Purwar M081-18

Prathmesh Joshi M134-18
Ramani Raut M035-18
Revant Kalra M171-18
Samrat Datta M040-18
 About Sports Villa
Apparel company specializing in providing customized apparel in both sports and general wear and they
have diversified the business to include retailing of sports equipment

Product Portfolio

Sports Apparels Regular Apparels

- Dry fit, moisture absorbing - Polo, Jackets, Hoodies, round
- 100% customizable neck tees

Sports Equipment
Accessories - Cricket gear, swimming wear,
- Caps, Duffle bags, socks
Badminton, gym equipment
such as Treadmill and Dumbles
 Company
› Faster delivery
› Outcome based delivery

Context Collaborator
› PEST analysis › New partnerships for supply chain
› Suggested- Laguna clothing,
Garment Camp

5C
Competitors Customers
› Major firm level- Labket, Shiv- Analysis › Behavioral- Sports enthusiast,
Naresh, VistaPrint, TYKA college fests
› Industry level- Nike › Demographic- 12-60 years
› Generic level- Levis, Zara › Psychographic- Healthy lifestyle,
› Budget level- video games, sports fitness freaks
biography › Geographic- Indian market
PESTEL Analysis
Technological
Economic
- Info. Flow on new trends,
- Economic growth, interest rate
immediate responses

Political and Legal Environmental

- Govt. policy, political stability -Climate, carbon footprint,
Social
- Population, health env. Friendly practices
consciousness
Positioning statement

Sports apparel that boost

“For leading institutions across the performance, customizable,
country covering professional multiple fabrics
sports teams, academia,
corporate, start-ups and non-
profits, Sports Villa is the only
brand among all companies Focus on
‘How the product meets
specializing in providing
the customer’s goals’
customized apparels in sports and
general category that work on the
philosophy of ‘outcome based
buying’ with design and support Assistance on every step of
teams available at every step to the customer decision
develop a product that helps you making
meet your purpose of buying it.”
Mental Map Brand Mantra
Tag line

Choose-Customize-Perform
Company Name Emotional Modifier Descriptive Modifier Brand Function
Sport Villa Choice Customize Performance

1. Brand Function: it describes the nature of the

product or service or benefits the brand provides to
its consumers.

2. Descriptive Modifier : It further clarifies its nature.

Ex: Entertainment from Disney is not merely for
kids its family oriented.

3. Emotional Modifier : It specifies how exactly does

the brand provide benefits & in what ways.
 Assignment 2
Brand Awareness Brand Elements
• Website Landing Page • Logo
• E-mail Campaign • Tagline
Choose-Customize-Perform

Perceptual Mapping

Parameters Sports Villa Competitor

Sports Villa currently is not considered as a
1. Value for money value for money brand due to the quality of
2. Service quality the fabric and service, hence it should
improve in that aspect while maintaining a
3. Fabric quality point of differentiation in terms of its design
4. Design customization & availability customization ability and availability of
various different design options.
5. Apparel fit
 Estimated Market Size (Sports Enthusiasts)
Number of
Average students Students desiring Average price per Penetration rate based
Institutions in
per institute a sports jersey apparel on competitors
Jharkhand

Your text here

Catering to Market Size

Jharkhand for Sports Villa

• Rs 750 • 5 prominent
• 50% • Acquired by the client Competitors
• ~17.1 Lacs
• 650 • Including all the • Rate : 20%
• Acquired the sports team
number from members and the
Online database of enthusiasts
the universities
• 35 Institutes of higher
education.
This can be extrapolated to different zones of the
• Assuming schools country by multiplying the market size with no. of states
and colleges mostly
have their own sports that resemble the student population of Jharkhand
uniforms
Long Term Effects
Brand Awareness:
With proper brand elements in
place unlike before, the company
will have a firm identity in the
market and will drive in the
evoked set of the audience Preference:
By working on their Quality of
Brand Engagement: Service and improved web
With a more interactive webpage infrastructure, Sports Villa will
and an Email Campaign in place, gain significant share of voice
Sports Villa’s two-way among its target audience
communication can increase
significantly leading to developing
a strong foundation for future
diversification The net long-term effect would
be enhanced Brand Equity
 Marketing Plan

Experiential Marketing

Relationship Marketing
Leveraging secondary associations

Product Strategy
Pricing Strategy
Channel Strategy
Experiential Marketing

Campaigns
- College club partnerships Marque event
- Open tournament sponsorships screening
- collab. With sports
bar to screen
marquee sports
events
- Merchandise
showcasing

College sports events

- Use of products in
activities
- Winner given special Kiosk
merchandise - Sports based events
- Special day fests (republic day)
Relationship Marketing

Mass customization One to one marketing

- Key product feature - Customization according

- E.g: Writing a to wants of each
personalized message customer
on products such as t- - Sharing on digital
shirts, jackets, sports platforms for more
equipment awareness
- Ensure that all types of - Build a community
audience can use the -Create customer forums
products where regular customers
- Help in greater product can give new ideas and
usage amongst the other people can demand
audience a similar item
Leveraging Secondary Associations
Flagship Brands tie ups
- Offer branded products of
tier 1 sports brands such as
Puma and Adidas with
customization
- Improve brand image and
lead to positive perception
Campus Ambassador
Program
- Increase awareness about
products
- Incentives such as
certificates, goodies, cash
reward
Licensing elements of other
brands
- Selling a merchandise of a
well known brand
- E.g.: Souled store selling
Marvel merchandise
- Explore similar opportunities
at a lower level such as a
domestic football club
Sponsorships
- Apparel for fests at a low
price
- Help in maintaining long term
relationship with the
college/school.
Product service Strategy

Customer Service Loyalty Programs

initiatives
- Loyalty points can be
- Develop a dedicated awarded based on the
team so as to ensure that purchase which can later
there is post purchase be redeemed on other
concerns handling products

- Diversification- - Increase the customer

Equipment can have retention
specific caretaker who
know about their working - Special offers can be
and can help the introduced for the loyal
customers in providing customers such as
training on it bundled products
 Pricing Strategy
- Avail a premium price for
high customization and
Design support
- Communicate price along
with quality of raw material
used, design and delivery
efficiency so as to justify the
price
- Promotion and discounts
only on bulk purchases
- Promotional marketing such
as referral bonus or festive
offers to be preferred over
discounts
Channel Strategy
- Sells through online
channel, email, phone and
direct selling
- It should appoint
ambassadors who help in
both marketing and selling
- Build a community by
merchandizing specifically
for an audience E.g.: IIM
Ranchi centric Team India
jersey
- Push strategy in the nascent
stage followed by more pull
strategies
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