PowerPoint Presentation
FANS THE LIFE BLOOD FAN PROGRESSIONIGNORANTCASUALEYE
BALLEROVERLY ATTACHEDDIE HARDSTALKERIGNORANTThey would rather do
something else than watch or playThis group requires high
investment to be converted as fansCASUALFans who follow the game
occasionally but never visits live gameThis group typically follows
the team through TV, News, Internet etc. and forms the largest
chunkEYE BALLERGood level of fan commitment They buy team
merchandise and believe that the team projects a part of their
identitySTALKERHigh level of fan commitment and wants to interact
with teamThey can be kept involved by the team through inexpensive
modes such as blogs, social media, small events etc.OVERLY
ATTACHEDHigh level of fan commitment and spends money on teamThey
buy the best tickets, make investments in teams and donate money to
youth program etc.DIE HARDMost involved of all fans & want to
be part of team identityThey believe that their fandom has a
positive impact on the team and thus become an added fan
attractionINSIGHTS FROM SURVEYHow a fan engages with a Football
Club?Age profile of the
fansPROGRESSIONPerformancePlayersMarketingHistoryGroundsMerchandiseINSIGHTSimportant
attributes affecting fan followingTEAM NAME: THE MYSTICS OF
MAWPHLANGCAMPUS: IIM SHILLONGMEMBERS: KARTHICK SHARMA PRADEEP
KUMARENGAGING THE FANS A good atmosphere at a sports stadium can
make the difference for both the players on the pitch and the
spectators in the standsLucky draw fans will be selected from the
stands to have a penalty kick against keeper
MerchandisesMerchandises to engage the fans during off games
AtmosphereStadium atmosphere to be made electric with fans to
create the 12th Man effect through loud environmentRoyal Anthem an
anthem to get the spirits of the crowd and the players highFans
ChoiceChoose Player of the Week duringI-League Season
Merchandise OptionsENGAGEMENTACTION
PLANA WAY TO CONNECT ACROSS Think global, act localOBJECTIVETo
increase the club visibility and fan engagement across
IndiaFormationMembershipPromotionDatabase CreationExpansionNE
FOCUSPhase 1CORE FAN ENGAGEMENT
Phase 2TIER 1 CITY EXPANSIONPhase 3STRATEGIC TIE UPSPhase 4SELF
SUSTENANCEPhase 5ENGAGEMENTIMPLEMENTATIONSOCIAL MEDIA STRATEGY
CHALLENGESOUR
APPROACH
LOYALISTS:Die hard fans who participate actively in social media
promotion done by the clubPROMOTERS:Will promote the Club
merchandises to fellow fans and will have a positive
influenceGENERAL FANS:Will generally discuss about the club
activities but not necessarily advocate the clubBRAND
AMBASSADORS:Will bring in a celebrity factor to the clubAssociation
with the brand is mutually beneficialPROFESSIONALS:Will provide
content regarding match analysis, preview and post match
reviewsWill add more authenticityLeveraging on brandStrong growth
in the NE region Targeting grass root fansLeveraging on the
sponsorship deals
Enhancing BrandConnecting with fans Enhancing the experience
through merchandise promotions Increasing word of mouth spread
through content
Maximising ReachPrioritizing markets based on requirementsUsage
of social media to grow club membership and increase ticket
sales
PRIORITIESDIGITAL INFLUENCERSSocial media is an effective way of
reaching out to fans and increasing the fan base in a cost
effective mannerTeams and clubs across a variety of different
sports have used blogging as a great way to showcase more of a
human and real side to the trials and tribulations of supporting a
particular team or clubIn addition to forums and chartrooms, many
dedicated and die-hard fans set up and populate their own blogs
with relevant and engaging materialSEO is used to enhance exposure
and generate additional traffic to websitesContent development
about the team and players will enable more visibility on the
digital forumSocial media is the perfect forum for clubs to engage
with fans and whats interesting is how some clubs, such as Chelsea
and Liverpool have embraced newer networks such as Google +ROYAL
ONLINE TV Corner KickRoyal Online TV is an online YouTube channel
featuring contents that attracts the younger audience base and the
casualsCorner Kick will be the weekly flagship program which will
be hosted on the Royal TVFormat: 10 min durationProgram will be
hosted by one of the players every weekThe program will also
provide a sneak peek into the life of a professional footballer
with some fun elements added
Player interviews after matches and previews will be featured in
the Royal TVThese contents are popular among die hard and the
overly attachedCommunity works carried out by the team and the
supporting staffs will be posted online to generate goodwillPost
match analysis of the games will be done and will be featuring in
the Royal TVThis can be done by bringing in professionals to have
authenticityPlayer InterviewCommunity WorksPost match
analysisCORNER KICKOTHERCONTENTThe main objective of the Royal TV
is to engage the fans in the online mode and also to attract more
fans who are in the Ignorant and Casual segments which forms the
majorityThe increased fan following will also help in obtaining
better sponsorship dealACADEMY COMMUNITY ENGAGEMENTThe player who
has passed through academy and progressing through the ranks offer
something different to the restIt ingrains a sense of loyalty and
also passion among the followers to see one of their own don the
clubs crestThe club's core values, culture and philosophy will be
ingrained right from the bottom of the club to the topHome grown
players also help to have a better reach across the north east
region which is very vital for increasing the stadium turnout
rateRoyal Wahingdoh can associate with schools and many football
academies in the city to develop a fan base Events:Funding part
expensesFootball tournaments ( girls and boys )Summer
CampsScholarship for outstanding sportspersonSchool and College
Scouting systemsADVANTAGESSCOUTING
AcademySustainable approachContinuous Talent streamLocal
EngagementFierce loyalty and passionThe Royal Trophy can be
conducted for the schools in Shillong The tournament serves two
purposes To increase the club visibility among the younger audience
there by developing a strong relationship with them at the grass
root levelIdentification of young talent which the club can
recruitFan initiation process at grass root levelSPONSORS Sponsor
visibility through matches covered in media such as Ten Sports,
Goal.com and othersThe most popular sport in the North East opens a
gateway to the entire North Eastern state marketsHave logos spread
across blogs & every contest on Facebook ACQUISITIONValue
propositionAcquisitionRetentionLogo on the signage over the
perimeter of the ground, score board, tickets and billboardsUse of
public addresal system during breaks to advertise of the latest
offers of products by sponsorsLogo on the jerseys and
ticketsSeparate sponsors for training kit and match day kitJersey
of the players bear the sponsor logo bringing in immense visibility
to brand Access to give regular news updates, interviews with
players and coachLogo on media back dropA partnership with TNT with
respect to exclusive interviews and photo shootsFood and beverages
partner to supply refreshments within the stadium during match dayA
value for money atmosphere in the stadiumAccess to carry out
promotions in the local region i.e. within the city Value
propositionWhat Royal Wahingdoh offers?Potential Investors in North
East may include Telecom, FMCG, Beverage, Oil, Cement, Retail
etcIT/ITeS companies who source talent from North Eastern states
can also be approached for SponsorshipsClearly try and project the
kind of revenue opportunities which the client can exploit through
the associationSponsor acquisitionENGAGEMENTMEMBERSHIPRoyal
Wahingdoh Membership BenefitsRoyal MembershipJunior Membership Full
MembershipSilver Wahingdoh(0 2 years)Gold Wahingdoh(3 5
years)Platinum Wahingdoh(6 7 years)Official Membership card
(stadium access for new members)Member Welcome pack with exclusive
MerchandisePriority ticket access for home games in the member
ticket salesExclusive ticket or late availability for Members for
home gamesNo extra fees when buying tickets online in member ticket
salesSeasonal 10% discount on sponsorship stores and online
purchaseAccess to member areas online for exclusive contents,
offers and competitionsRoyal Wahingdoh Birthday and Christmas
cardsChance to attend Royal Wahingdoh training centersDiscounts and
offers in stores in ShillongOffers and competitions from Club
partnersChance to be a mascot and lead the players out of the
tunnel on match dayREVENUE REQUIREMENT AND SOURCESAverage
TurnoutMinMax1670019500StandTicket Price per SeatNo. of
SeatsPercentage distributionMax revenueVIP
Stand4003001.12%120000Stand (Covered Chair)20025009.33%500000Upper
Stand125400014.93%500000Lower
Stand802000074.63%1600000Total26800100.00%2720000Stand wise Revenue
calculation based on Min and Max UtilizationPriceMinimum
CapacityUtilizationRevenueMaximum
CapacityUtilizationRevenue400186.94029850.70%74776.11942180.81%87313.432842001557.8358215.81%311567.164218196.79%363805.97011252492.5373139.30%311567.1642291010.86%363805.97018012462.6865746.50%997014.92541455254.30%1164179.104Total167001694925.373195001979104.478Increasing
the Capacity Utilization (Turnout) to 90% while offering
discountsTotal Capacity Utilization when minimum turnout 62.31%
Total Capacity Utilization increased to 90.00% Total Capacity
Utilization when Maximum turnout 72.76% Maximum Discount that can
be offered retaining 50% Revenue = 12%PriceMinimum
CapacityUtilizationRevenueMaximum
CapacityUtilizationRevenue4001870.70%74776.11942701.01%10800020015585.81%311567.164222508.40%45000012524939.30%311567.1642360013.43%450000801246346.50%997014.92541800067.16%1440000Total167001694925.373241202448000Change
in Revenue468895.5Retaining 50% Revenue234447.8Total Stadium
Capacity Utilization and Revenue Generated
Revenue analysisPrint advertisements in Newspapers and Magazines
Community EngagementAdvertisement at eventsMerchandisesPrint
advertisements in Newspapers and MagazinesMarketing Communications
activitiesDigital marketingRoyal TVPrintOutdoorOthers
Promotions
Merchandises
PRJanFebMarAprMayJunJulAugSepOctNovDecWebsite optimizationSocial
media content generation, SEO, Online promotionsCorner KickSummer
Training camp videosCorner KickNE Chapter Establishment 500000
150000 300000 Cost (Rs)Year 2015 total: 10 lakh RsPlanning and
Pre-testing before the launch of ad campaign IMPLEMENTATION
PLANYear 2015Cost (Lakh Rs)1310132THANK YOUSurveyAgeMedium of
following the
teamPerformancePlayersGroundsMarketingHistoryMerchandise4 to
14TV63245115 to 24Internet5436214 to 14TV65213425 to
34Internet543621Above 35Friends54613225 to 34TV56342125 to
34Internet6543214 to 14TV65423115 to 24Friends64532125 to
34TV53642125 to 34Internet643512AgePercentageAbove
35Newspaper5642314 to 14515 to 24TV56423115 to 241315 to
24Internet64451225 to 3413Above 35Friends635421Above 35815 to
24TV56431215 to 24Internet65432125 to 34Internet564321Above
35Newspaper56432125 to 34TV643512Above
35Newspaper645321MediumPercentage25 to 34Internet653412TV15Above
35Friends653421Internet114 to 14TV564312Newspaper5Above
35Newspaper645321Friends515 to 24TV653412Others325 to
34Others65342115 to 24Internet65234125 to 34Others56241315 to
24TV653421Above 35TV65142315 to 24Others56243115 to
24Friends65432125 to 34Internet34562125 to 34TV65423125 to
34Newspaper65324115 to 24TV5643214 to 14TV65324115 to
24Internet564231
Revenue EstimateStandTicket Price per SeatNo. of SeatsPercentage
distributionMax revenueVIP Stand4003001.12%120000Stand (Covered
Chair)20025009.33%500000Upper Stand125400014.93%500000Lower
Stand802000074.63%1600000Total26800100.00%27200002176000PriceMinimum
CapacityUtilizationRevenueMaximum
CapacityUtilizationRevenue4001870.70%74776.11940298512701.01%1080002180.81%87313.432835820920015585.81%311567.16417910422508.40%45000018196.79%363805.97014925412524939.30%311567.164179104360013.43%450000291010.86%363805.970149254801246346.50%997014.9253731341800067.16%14400001455254.30%1164179.10447761Total167001694925.37313433241202448000195001979104.47761194Total
Capacity Utilization62.31%Total Capacity
Utilization90.00%72.76%Change in Revenue468895.52238806Max
DiscountPriceMinimum CapacityUtilizationRevenueMaximum
CapacityUtilizationRevenueRetaining 50%
Revenue234447.7611940312%400186.94029850750.70%74776.11940298512180.81%87313.43283582092001557.83582089555.81%311567.16417910418196.79%363805.9701492541252492.53731343289.30%311567.164179104291010.86%363805.9701492548012462.686567164246.50%997014.9253731341455254.30%1164179.10447761Total167001694925.37313433195001979104.47761194Total
Capacity Utilization72.76%
MembershipRoyal Wahingdoh Membership BenefitsRoyal
MembershipJunior Membership Full MembershipSilver WahingdohGold
WahingdohPlatinum WahingdohOfficial Membership card (stadium access
for new members)Member Welcome pack with exclusive
MerchandisePrioirty ticket access for home games in the member
ticket salesExclusive ticket or late availability for Members for
home gamesNo extra fees when buying tickets online in member ticket
salesSeasonal 10% discount on sponsorship stores and online
purchaseAccess to member areas online for exclusive contents,
offers and competitionsRoyal Wahingdoh Birthday and Christmas
cardsChance to attend Royal Wahingdoh training centresDiscounts and
offers in stores in ShillongOffers and competitions from Club
partnersChance to be a mascot and lead the players out of the
tunnel on match day