Marketing Management Assignment

Futsal Arena @ GWL

Submitted by:-
Ayush Rajoriya (IPG2016-024)
Oshin Malviya (IPG2016-066)
The Strategic
Planning,
Implementation
and Control
Processes
 Situational Analysis
S.No. Particulars Value
1. Area (in sq. Km.) 4,560.00
2. Total Households 383,845
3. Average Household size 5
4. Total Population of 20,32,036
Gwalior district
5. Total Gwalior UA 11,17,740
population

*District Census Handbook: Gwalior (2011), http://www.census2011.co.in/census/metropolitan/245-gwalior.html

Owner-directors of FLS analyzed the situation using
4C framework:
1. Customers
2. Competitors
3. Company
4. Context
SWOT Analysis
Internal Environment
Strength Weakness
1. Strong budget 1. High risk
2. Guidance from experienced players 2. FLS holds lack of experience in the
of the market field of sports infrastructure and
3. Surplus of financial resources development
4. Negligible competition 3. The city greatly lacks IT hubs and
5. High competitive advantage business parks
External Environment
Opportunity
1. First futsal arena of Gwalior
2. Significantly increase brand
recognition market share at state-
level
3. Attract sponsors for any future
competitions organised by FLS
4. Fairly obvious need of lavish sports
facilities
Threat
1. New entrants to the market
2. Cost of initial investments
3. In case things go south, all expenses
go down the drain
4. Possibility of working class not
considering it as a recreational
activity
5. Mediocre engagement
 Business mission statement
“Our mission is to educate, empower and uplift people through high-quality and world-
class sports facilities”
Objective(s)
1. Provide local urban commune with the luxury of futsal arena
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
(basketball half court, merchandise and gymnasium).
 Marketing Strategy
Customer focus: with best-quality services and product differentiation;by rewarding
customer loyalty; and by delivering world-class ambience.
 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
7Ps of service marketing:-

1. Product
2. Price
3. Place
4. Promotion
5. People
6. Process
7. Physical evidence
Budgeting and Financial Projections
Assumptions:

1. Arenas will be open everyday from 0900-2100 hrs

2. Average footfall per month after july will be 1300*
3. Ratio of new customer to loyal customer will be 7:3
*Footfall may increase/decrease due to unavoidable external forces (examinations of students, holiday trips of working class, vacations etc.)
1. Footfall forecast 2. Total Expenses Breakdown for
single arena
Cost of single turf slab (grade II
artificial turf) : INR 110 per sq ft By the end of April 2021, i e first
year of operation, revenue earned
Dimensions of arena will be:
: 100 ft x 60 ft
1,60,000 + 1,80,000 + 2,00,000 +
Total expenses* (910 x 100 x 9) + (390 x 80 x 9)* =
: INR 28,00,000 (both 16,39,800
arenas)
*Memberships will start from August
*Salary of Arena Manager is not considered
Monitoring and Evaluation
1. Customers may take time to adapt to new services. Thus, pressure on price is
anticipated. Although, maintenance costs are negligible and marketing campaigns are
trustworthy. Therefore, we expect potential consumers to seize the opportunity
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
2. Tournaments
3. Basketball Hoops
4. Merchandising
5. Football Camp
6. Social Marketing
THANK YOU