Marketing Management Project Report

Right To Play
Program & Batch: PGDM 2017-2019
Term: 1
Course Name: Marketing Management 1
Name of the faculty: Professor Rakesh Singh
Topic/ Title : Right To Play
Original or Revised Write-up: Original
Group Number: 10
Contact No. and email of Group Coordinator:
Group Members: Sl. Roll No. Name
1 170102009 Achyut Murarka

2 170103097 Kartik Ganesh

3 170102085 Latika Chopra

4 170102121 Rishab Pandey

5 170103195 Samta Arora

6 170103229 Shubham Singh

Right to Play is entering the services segment for providing services for football enthusiasts
by developing the local playgrounds and parks and installing artificial turf. Football, as we all
know, is the most popular sport in the world. Football is encouraged as an active sport in many
schools of our country. In India, Football is famous in Goa, West Bengal, Meghalaya, Sikkim,
Assam, Manipur, Odisha, Kerala and Tamil Nadu too.

Football, as a game, began in India amid the nineteenth century. English Soldiers presented
Football as a recreational game between Army Teams. Afterward, clubs were set up which
additionally began playing Football as a professional sport. For India, the overseeing
assemblage of Football is the All India Football Federation, which was formed in the year 1937.
All India Football Federation joined FIFA in the year 1948. Amid the coming of the Federation
and 10 years from that point forward Indian Football Team earned a ton of acknowledgment,
it resembled a brilliant time. Presently, in our nation, where cricket has been the most prevalent
game, there is a test for football as a game. But with the advent of Indian Super League (ISL)
in and the 2017 FIFA World Cup in India, there is already a great market for this sport.

VISION
To Provide World-Class Sports facility to Sports lovers lacking opportunities to live and
breathe sports there by spreading happiness, good health, empowering talents, create
opportunities and lasting joy across grassroot, school to college levels and enthusiasts.
MISSION
Reach to every sports enthusiast and enable them to enjoy playing and contribute in creating
and nurturing the best football talent pool across age groups.
MOTTO
Sports for all, all for sports.
Market Needs:

Right to Play needs give every user an experience of the professional football field by providing
world class football turf, floodlights and football accessories.

Quality Craftsmanship:

To fulfil the requirements for world class amenities the turf should be of superior quality. For
this sole purpose, we will install turf which passes the benchmark of the professional turfs that
is approved by the international governing body of football, FIFA (Federation de Football
Association). Standard football field dimensions should be set as benchmarks. Maintenance of
turf and providing prompt services is of prime importance once the service is live, which will
make sure the business has loyal customer base.

Well-thought-out designs:

The design/layout will be such that, there is provision for both 5a Side football turf and 8a side
football turf. Two adjacent 5a side football turfs can be clubbed together to make it one huge
8a side football turfs. By this we would attract a larger group who want to play a relatively
bigger format of the sport. This would also cater to the professional players who will use this
turf for club training, drills and practice games.

Customer Service:

To retain a loyal customer base, exemplary service is required. Providing sports equipment
such as goal posts (different sizes), bibs, extra footballs, separate area to warm up before the
game and cool down after the game etc.

One major service provided for the users is the ease of booking the field. We will create an app
and the users can check for the availability of the ground and book accordingly.

Connecting players: It so happens that when a group of friends decide for a game, they might
be short of a single player and they are compelled to cancel the plan for this sole reason. This
is also taken care by the app wherein, players can post details of their game and interested
players can contact the host of the game and join in with them.
Pestle Analysis

While doing the market analysis of our business proposition, we interviewed a lot of people
near parks, playing spaces and stadiums. We talked to the manager of Mahamaya Stadium,
Mr. Pankaj Srivastava. We found out the market situation and came to the following analysis:

• Political Factors

• FIFA World Cup 2017 in India in November: India is going to host the U-17
FIFA world Cup in India, where 16 teams from different parts of the world are
coming to India. Needless to say, the government have been pushing on various
events to increase the visibility of football as a sport in India.
• ISL and other football tournaments: Futsal world-cup, wherein 5-a-side football
team plays against each other was organized in India last year. Other than that,
India’s own football leagues like ISL and I-league have been growing in
popularity and have prompted the kids to take up football as a sport or at least as
a serious hobby or a past-time.

• Authority’s reluctance to maintain grounds and stadiums: While the bigger

stadiums are maintained from time to time, the smaller stadiums in India and the
parks don’t see the light of the day when it comes to maintaining and upkeep.
Our business proposition will help in maintaining these stadiums while at the
same time the authorities’ job would be half done
• Economic Factors

• Rise in Number of IT professionals: Data suggests that the number of persons

working in the IT industry is pegged at 2.8 million. (Source:
http://www.nasscom.in/indian-itbpo-industry) These professionals are mostly
located at Bangalore and Delhi-NCR, which is the location of our idea. We
believe, and found out during our interaction with the target customer that the
employees bond over games, but they lack good playing grounds in an around
the area. Most of the good grounds are already booked, most of the times.

• High Cost of maintenance: The maintenance of the stadium is a costly affair and
hence the reluctance of authorities to maintain them. However, our idea has
timely upgrades and maintenance of the stadium, that’ll bring down the cost.
• Social and Cultural Factors

• Focus on Healthy Lifestyle: There has been a lot of focus on the healthcare in
the last few decades, with focus on healthy food and drinks. Hence, the
consumer is now aware of the fact that a healthy way of life is absolutely
necessary and sports is a great way to keep the health in check. For the
children, sports is absolutely necessary for the overall development and the
parents of this generation know that too.
 • Acceptance of sports as an integral part of life: There has been a paradigm shift in
the way sports is perceived here in India. Unlike the days of old, where proverbs
like “Padhoge likhoge toh banoge nawab, kheloge kudoge to banoge kharab”
were prevalent in India, with the growing awareness and media coverage of
sports like Kabaddi, has bought about a change where people are not afraid to
follow sports as a serious profession.

• Recreation and Leisure on Weekends and Holidays: More people are looking to
go out on weekends than ever before, but the same problem strikes them- where
to play.
• Technological factors

• Best Facilities and Equipment to Play: Every person, whether it is a serious

professional or a hobbyist, looks for the best facilities to play- be it equipment,
turf or stadia. However, rarely one would get a combination of all three. Our
idea puts all these concerns to rest as we will be providing the customers with
the best of the turf and the facilities.
• Legal factors

• Permission from Concerned Authorities: The authorities will be unwilling to let

go of their land or stadiums as they rent out these stadiums for events like
concerts, award shows, sports event. For that, an MOU with the authorities
would be signed, which will enable the authorities to get the stadiums as and
when they require it.
• Environmental Factors

• Lack of Parks and Stadiums to Play: As has been already mentioned, there is a
dearth of playing fields in India right now with even big stadiums turning into
breeding ground for a lot of diseases. When they’ll be maintained properly, we
can eradicate all these diseases and at the same time achieve proper
infrastructure management.

SEGMENTATION

Before positioning its market offering, a product or service needs to divide the market into
segments which have overlapping, similar or homogeneous needs and wants. Segmenting the
market helps the brand in identifying the most profitable segments that it can target.
Segmentation of the markets for the service offered by Right To Play can be done on the
following basis
1.Geographic Segmentation
2.Demographic Segmentation
3.Consumer Behavioural Segmentation.
 DEMOGRAPHIC SEGMENTATION:

Demographic Segmentation is one of the key factors that help us in deciding our other two
key Market Segments. It includes division of the entire Consumer market based on Age,
Race, Religion, Gender, income, ethnicity etc.
However our primary focus and analysis is specifically on:
· AGE:
Our primary goal is to capture the attention of students (budding talents ) attending
school, college going students , IT professionals who need to blow off steam
(especially post work and on weekends) and avid sportspersons who love to play
but lack availability of good services. This makes us target and audience specifically
within the age of 12 to 40.
This is set to cover all possible consumers that have been mentioned as our target
audience in the above point.
· GENDER: Currently despite female sportspersons coming up and already
dominating, initially our key focus would be on Male segment. This is based on the
interview that we had with one of the biggest players in this segment in Bangalore
(Play Arena) where discussions on Demographics led to an understanding that more
than 90% involvement and participation ; especially involving repeat and loyal
customers came from the male segment. Hence initial focus would be on the Male
Segment.
· PROFESSION: As discussed in the decision making related to age as a factor we
saw that Professionally we are looking at the portion of customers typically that are
part of:
1. Students (Both schools and colleges)
2. IT Professionals
3. Professional Sportsmen
Apart from this specific target audience designed there would be definite participation from
other segments in the market but seeing as how this would be the key and realistic Demographic
expectation for our service we have decided that the above are the key influencing factors for
our service.

GEOGRAPHIC SEGMENTATION:

· Geographic segmentation involves division of the entire set of consumers of any product or
service based on cities, countries, counties, regions be in international or domestic.
· The other possible ways of such segmentation particularly applicable to the Indian context
would be Urban, Sub-urban and Rural.
· For our service being offered we have found based on data that Metropolitan Cities are the best
possible location currently and further expansion can be looked into TIER 2 cities later.
Currently based on research Bangalore and Delhi are the best possible Metropolitan Cities for
us to step into with more opportunities to capitalize on.
· Further classification would be done based on the location of the service offered once our
target cities have been identified. This would include finding out how locations within the cities
that are apt and suited for highest profitability and best customer engagement and response.
· Based on this above mentioned point the best solution that we have come up with based on
availability of land and grounds that can be used for our service would include areas around
1. Schools and Colleges such as New Horizon in Bangalore
2. IT Tech Parks, such as Prestige and RMZ in Bangalore
3. Residential Complexes, such as Vaswani and Sobha Complexes in Bangalore
· This would not only increase visibility but would also save our target audience quite a bit
of time commuting. Moreover, the nearby locations are the best incentive after tiring work days
and relaxed holidays as well.

CONSUMER BEHAVIOURAL SEGMENTATION:

A subsequent factor but a significant one none the less the market for our service would be
classified based on the Frequency of consumption and the Purpose of Consumption as well.

Primarily Frequency of Usage of Service would be classified as :

· Regular and Recurring Customers.
· Occasional or Recreational Customers.
Service and strategy to target recurring and Loyal Customers is a key necessity for bringing up
the Brand Right To Play and hence special offers and services for Repeat customers is key to
sustain and retain customers for continuous growth.
Following this would be the Purpose of Usage of the Service which is closely inter-linked with
the Frequency of Usage.
· Training
· Recreation
· Fitness
The above segmentation is necessary to check for subsets or outliers between the Frequency
and the Purpose of Usage of service. This would better help design a strategy for customer
retention and better improve service.
 CONSUMER BEHAVIOUR ANALYSIS :

Understanding Consumer Behaviour is a major factor affecting the validity of the target
segment in the market. Moreover, it is a great influence on the feasibility and the future stability
of any service provided.
Marketing actions without a prior understanding of the Consumer Behaviour is moot and would
be a waste of time, money and resources.
Hence based on primary and secondary research along with long and deep conversations with
already established arenas and competitors we have come to the conclusion that the following
are the major questions that need to be answered and faced when deciding what exactly would
be the range and spread of our audience and the extent to which Marketing would be fruitful
and will show results.
· Who are our Consumers?
The fundamental question that has already been answered clearly by our segmentation process.
This is a key factor influencing growth and marketing of our service. A clear case of failure
was also seen when IBlitz arena in Bangalore decided to open up an arena that was set up with
top class services and products but could not meet the consumers demand for accessibility.
· What do they want and how often do they use it?
A clear understanding of customer requirement is essential. Based on ground work in Yamuna
Sports Complex in Delhi and Play Arena in Bangalore we have found out that the final goal
for long standing sustenance is to generate loyal and repeat customers.
This can only be achieved by constructive feedback from customers and visible implementation
of the same. Moreover, understanding of consumer usage patterns such as price determination
at frequently demanded hours and at non-frequently used hours of any day would also play a
huge role in consumer attraction.
· Where, when and how are consumers exposed to our service?
The biggest challenge is to spread knowledge of existence and attract customers to either shift
from existing service providers or to join afresh.
This would involve great deal of marketing especially on the digital front. Based on the
interviews and discussions with PlayArena we found that on ground marketing using
advertisements does not really prove fruitful as much as digital marketing and a visual
availability of the services provided.
This was a key insight that was found and a need to scale on the digital front was identified.
The other important marketing strategy that has proved to be most useful is Word of Mouth.
Simplistic enough but based on research in our segment it is seen that Word of Mouth is still
has one of the strongest impact when it comes to bringing in customers.
· How much effort is the consumer willing to put in to use the service ?
A very key factor when it comes to expansion is to continuously increase the target audience ,
which brings up the above question and how far will the consumer go to use our service both
literally and figuratively.
It is important to understand this as it is directly related with the quality of service provided.
The biggest hindrance for our service is limited area of customers which can only be eliminated
 by providing superior facilities that make people want to leave lower quality existing
competition and join us as long term customers.
· How does this service make the consumer feel physically and emotionally ?
A very qualitative and quantitative assessment of consumer self-satisfaction is necessary. This
also does point majorly towards the quality of service provided but includes a key aspect
without which any controlled system would fail. The feedback mechanism and implementation
of the feedback constructively with high quality consumer engagement is the way to go for on
ground and promotional marketing.
Needless to say the above questions seem basic and borderline basic . Covering solid ground
on these fronts would eliminate major competition given the lax and under-maintained existing
service providers.

Target Markets:

 IT professionals: Our primary focus is to target this crowd as they would want a break
from their monotonous 9-5 jobs and are willing to pay for it too. There are a lot of
corporate events that are organized by IT companies and hence the employees would
use this turf on a regular basis for their practice sessions.

Recreational: There are a lot of amateur players who want to enjoy a game of football with
their group of friends. They not been experienced to professional football and the professional
footballing turfs. There are a lot of such amateur players who have shown interest in these turfs
wherein they get a exact professional game experience

 Fitness: Football is a physical sport and fitness is of prime importance. There are a lot
of fitness enthusiasts who would prefer active sports rather than going to the gym.
 Professional footballers: Professional footballers would book this ground as they will
get the exact professional standards turf. They will use it for their practice games and
do practice drills.
 School and College students: this is the most loyal and regular customer base for the
business. Children nowadays do not have ample space to play sports. They are regular
as they have time in the evening after school and college is done.
Positioning Strategy:

In today’s time where people do not have the time to invest in organizing sports events.
‘Right to Play’ which is the company’s name as well as its mission, will be positioning by
providing a playground with standard turf and standard amenities which they have never
experienced before. There is no place left around residential houses for kids to enjoy a game
of football. When this service is provided in residential areas, children will become a loyal
customer base as they have free time after school every day.

Providing services like organizing football tournaments for schools and colleges, corporate
tournaments for IT Companies and conducting Open football tournaments for professionals.

There would be amenities like – changing rooms, toilets, showers.

We plan on opening a refreshment canteen and a sports store where the users can buy sports
gears as per their requirements and thereby also generating revenue for the business.

The single objective is to provide sports for all and all for sports.

Financial Projections:

Day Usage/week (hours) Usage/month (hours)

Monday-
Thursday 20 80
Friday 10 40
Saturday 15 60
Sunday 12 48
Total 57 228

Size of 5a side Football Field: 45 x 75 square feet

Approximate cost of setting up turf: Rs.400/SqFt

Total Cost of Turf = Rs.13,50,000/-

Hourly charge of the field – Rs.800/-

Net Revenue generated (monthly) – 800*228 = Rs.182400/-

Wages – Rs. 25,000/-

Utility Bills – Rs. 20,000/-

Maintenance (annually): Rs.50/SqFt - 3375*50 = Rs.1,68,750/-

Miscellaneous (annually) : 1,20,000/-

Net Income (monthly): Rs.113338/-

Competitors Analysis:

The market that we are focusing on has a many top level players, but the number is quite
limited. Some of them offer services which are specifically targeted towards people aspiring
to be professional footballers, others use their resources, which is the ground, for non-sports
activities such as event venues. The charm of the product we are working towards gets lost
due to such nonspecific usage. The table below depicts the different aspects of comparison
for our prime competitors. As of now, the largest player in the market is “Playarena”, but the
disadvantage they have is their existence in just one city. With our product we are trying to
capture the market in both Bangalore and Delhi and use that as advantage by covering a
larger consumer base. In this regard we are going in direct competition with “Magnum
Arena”, because “Kicksongrass” is not yet a well established player. We plan to compete
with “Magnum Arena” on competitive pricing, and acquiring better locations from available
grounds. “Magnum Arena” grounds are located far away from prime locations, while this
gives them an opportunity to have large available space for development of the ground, it
poses to be a hindrance to non-regular players to spend time on travelling to use the amenity.
This is the aspect where we want to improve over the competition. By providing easy access
to the consumers, even if the scope for redevelopment of the ground is limited. Another
aspect, as mentioned above, would be competitive pricing, we wish to provide people an
affordable sporting facility as close to their homes, as possible. Over a period of time, when
we create enough enthusiasm about our brand, we can start charging our consumers higher
fees in return of upgraded facilities.
Overall, our strategy is to use the power of social media to penetrate the market in order to
generate enough traction for our brand. The name “Right to Play” will be used as a strong
connect to the consumer market which lies between professionals and amateur players. This
market is a very big one, it has the required financial capability, but doesn’t have access to
good facilities at nonprofessional level. This is where we come in, and provide something
that our competitors are currently not offering. The ground would not be used as an event
location because we want to keep the charm of “Right to play” intact.