Stephen Duffy Sean Brennan Conor Grehan Ian Duncan Shane Feury November 2014 Marketing Plan
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Stephen DuffySean BrennanConor GrehanIan DuncanShane Feury
November 2014
Marketing Plan
Strategic Plan
Open a shop in Hammersmith, UK.
Expand beyond online
Bookmaker shop and Punters Corner
(Same concept as Online Betting exchange except in a shop)
IndustryN
umbe
r of P
eopl
e (In
Mill
ions
)
Year
2003 - 2014
Competitors* Online Market
Betfair 22%Bet 365 19%William Hill 15%Paddy Power 12%Ladbrokes 7.5%Sky Bet 4%Bet Victor 4%Others 16.5%
Others
Online Betting and Gaming Market Share %
USP’S 20% better value than competitors
Redefining the boundaries:
Marcom toolsDigital Marketing
WebsiteBetfair.com
Sponsorship
Marcom tools (cont.)
Advertising
T.V. Newspapers Radio
Customer Profile
UK and Ireland
Gender: Male
Age: 25-40
Online
Strategic Plan Open a shop - Hammersmith, London.
Target market Punters Corner Gender: Males Age: 40+ Retired Unemployed Mature Students No specific Income
Action Plan
1. Meet board2. Set objectives3. Allocate budget (Price)4. Identify building (Place)5. Promotion6. Allocate staff7. Open Shop (Place)8. Review after 12 months
Budget
Revenue 1.6
Gross profit 1.5Expenses (.93)
Profit before tax .57
Profit/loss year .45
Presenting and Meeting the plan
S.W.O.T.
Strengths – Offers more options to bet
Weaknesses – Small scale
Opportunities – Expansion
Threats - Competition
The Future
Gain a competitive advantage
Objectives and Timeframes Specific Measureable Achievable Relevant Time bound
Related Documents
