Manchester United

INTRODUCTION• Founded in 1878

• Plays in the English Premier League

• Most Valuable Football Brand in the world

• Champions of the EPL for the year 2010 – 11

• 19 times champions

Why• No need or want

• Demand only by UNITED Fan

• Feel Connected

Value and Satisfaction• To provide the Psychological Value

• The merchandise provides that a satisfaction that I have a piece of the Club

Segmentation• Geographic Stores will be opened in Mumbai , Bengaluru and

Hyderabad

• Demographic Age Group : 13 – 35 Income Group : High income group

• Psychographic Lifestyle

• Behavioral Loyalty Status

TargetingConcentrated Market

• 330 Millons Fan world

• Almost 20 millons in India

• Fans concentrated in Metros

Positioning

RED DEVILS are in Town

Consumer Behavior

1.Objects of Purchasing ( What does market buy)

To support their respective teams & feel connected with the team while their team is playing

2.Objective of Purchasing (Why does one buys it)

To support their respective teams & feel connected with their teams while their team is playing

3.Organization of Purchasing ( Who buys it)Manchester United Supporters

Consumer Behavior

4.Operation of Purchasing Organization ( How does it buy)

Cash , Credit Card and Online 5.Occasion of Purchase ( When does one buy) Whenever the supporter wants to feel

connected 6.Outlets of Purchase ( Where does one buy) Through Manchester United Megastore

SWOT AnalysisStrengths

Best Manager in the businessStrong brand awareness & globally knownLoyal fan base Huge cash reservesStrong focus on the Youth system

Weakness

Huge debt

No brand recognition apart from UNITED fans

Ageing squad

Opportunities

1st entry advantage in the country

Winning consistently and improving the fan base in the country

Developing & discovering new talents

Threats

Liverpool’s entry in the Indian market

Not winning consistently may lure away fringe supporters

4 P’s • PRODUCT : Various products offering in Megastore like

Jerseys, Footballs, T-Shirts, Flags

• PRICE : The pricing will be high as Manchester United

is a premium brand e.g. A home jersey will cost around Rs 2999

4 P’s• PLACE : The first store will be opened in Mumbai

followed by Kolkata & Benguluru

• PROMOTION :

Teaser campaigns will be run 1st in Print and Television . Then ads will be run after opening of the stores .

Advertising Plan

• Initially Teaser campaigns will be in Print and Television media

• Then when the Stores will be launched , Ads will be run in both above media’s

• “RED DEVILS are in Town” will be tagline used to let know the Red Devils that the Megastore has finally been opened in India.

Pricing and Growth Strategy

• Perceived Value Pricing will be used

• Intensive Growth Strategy will be used

United products for United fans

High

9 Price – Quality Stragies

Medium

Low

High Medium LowPRICE

QUALITY

Future Plans• After initial launch in Mumbai , stores will be

opened in other Metros like Bengaluru and Hyderabad

• A museum will be opened in the stores to increase the footfalls of UNITED fans in the Megastore.

• If the response is good in the Metros and demand from other cities is high through online order , opening the stores in these may be considered.

MarketING ProjectPresented To : Prof MahajanPresented By : Abhishek JainE-MBA Div – ARoll No : 5