GPS Service Provider- Performance Analysis for Soccer, Rugby and GAA
Develop a customer and market-focused marketing plan for a new product or service in the Sports Sector
Assessment Objectives
1. Develop a marketing plan for a new product innovationwhich demonstrates an ability to apply principles of marketing and, in particular is:
a. Customer focused
b. Based on sound market analysis
c. Supported by appropriate market research
d. Creative
2. Demonstrate an awareness of branding and current marketing practice
3. Use appropriate presentation methods & materials
4. Work as part of a team
5. Use appropriate citation and referencing methods Assessment Criteria
• The project will be assessed on the basis of the Assessment Objectives listed to the left.
• The project will be assessed on the written report submitted and the oral presentation delivered.
Assessment Weighting
Report Word Count
Oral Presentation 30%
3000 words (+/- 10%)
10 minutes per team
Deliverables:
• Team – WRITTEN REPORT
• Team – ORAL PRESENTATION
• Typed, font size 12, 1.5 line spacing – Print on one side of the page only
• Please familiarise yourself with the IT Carlow Academic Integrity & Anti-Plagiarism Policy (available on Blackboard in the TLC Learning Development course).
• Harvard Referencing to be applied to all assignments – see TLC Learning Development course on Blackboard for referencing guides.
• Each group must prepare a 10 minute presentation and submit a hardcopy of slides. A hard copy of slides to be attached to submission. Minor modifications can be made prior to presentation
• The document is worth 80% of overall marks and the presentation is worth 20%. The presentation is graded individually. The project is worth 30% of the module
• All students must be present for the presentation to receive marks
Assessment Brief:
In teams of 3 or 4 you are required to prepare a marketing plan for a new product in the sports sector. This can be a product or service. It can be major or minor innovation. It should solve a customer problem
The plan must be underpinned by sound market research, evidence of this in appendix
Outline Marketing Plan Marking Scheme
Cover Page
Executive Summary 5%
Table of Contents
Introduction; The new product idea 10%
Research Key Findings/Conclusions 10%
Market Analyses
a. Profile of the marketing environment within which the brand operates.
b. Industry &Competitor analyses
10%
Market Segmentation/Customer Analysis
a. Customer’s Needs & Segments ( describe why people buy this category of product, needs they wish to fulfil, common problems experienced, attempt to segment the market)
10%
Positioning Statement/ Brand Values 5%
Define Target Market 5%
Marketing Objectives 5%
Products Marketing Strategy (key)
• Product
• Price
• Place
• Promotion 40%
Appendix
Research Methodology
Primary Research Findings
• Survey Results and analysis. Focus group(s) results. In-depth/ Expert interview(s) findings.
• Sample questionnaire used
Deliverables:
• Team – WRITTEN REPORT
• Team – ORAL PRESENTATION
• Typed, font size 12, 1.5 line spacing – Print on one side of the page only
• Please familiarise yourself with the IT Carlow Academic Integrity & Anti-Plagiarism Policy (available on Blackboard in the TLC Learning Development course).
• Harvard Referencing to be applied to all assignments – see TLC Learning Development course on Blackboard for referencing guides.
• Each group must prepare a 10minute presentation and submit a hardcopy of slides. A hard copy of slides to be attached to submission. Minor modifications can be made prior to presentation
• The document is worth 80% of overall marks and the presentation is worth 20%. The presentation is graded individually. The project is worth 30% of the module
• All students must be present for the presentation to receive marks
Notes: Focus on: Research Market, Research Customers (Exploratory Research) Marketing Strategy 7’Pc, PESTEL, SWOT, Brand Name, Strategy- were we sale product, Segment, Customer-WHO, WHAT NEEDS, Competitors also, Business report.
Marketing Project
Using the existing Playertek/Statssport GPS product, our new service will provide football clubs with interpretation and application of the data produced by the GPS units. Using our industry knowledge, experience and expertise, we will analysis all relevant data and prepare a report and recommendations for the coaches and managers of these football clubs.
Previously, these GPS units and insights were beyond the reach and affordability of sub elite football clubs in Ireland.
The GPS units are wearable devices. They are shaped like a modern digital car key and slip into a lyra light weight tight fitting vest and sit between the shoulder blades. In training the vest can be worn over their training top for ease of access, and in games the vest and device are worn under the match day jersey. – we can bring a vest and pod for presentation
The main metrics provided are Total distance covered, Duration, Top speed, average speed, number of sprints, average recovery opportunities and contacts. We will collate this data for each individual player.
The data will be interpreted and we will be able to tailor training programmes for the needs of the individuals and teams.
Clubs at the sub elite level have until now had to rely on the coach or managers “eyeball” test, to determine player performance and requirements. This is obviously a subjective analysis. Our service will provides an objective analysis of performance, based on “hard facts” and actual figures. Data is uploaded after the game directly from the GPS pods and reports created – we can have one of these for the presentation and also include examples in appendix
Clubs are always striving for that extra edge over their competitors.
At the elite level, data analytics and sport science may provide clubs with a marginal gain. However at a sub elite level, the potential gains of our service may indeed be substantial considering that other clubs in the same environment are currently not taking advantage of this technology in any capacity.
We are assisting clubs in having players in at optimum condition for matchday and competition. By tailoring training schedules to replicate matchday demands, players are better conditioned to excel and perform when it matters most.
By knowing the exact workload of each player we can anticipate when they are approaching an over-worked threshold, avoid fatigue, and adapt training schedules or game time to minimise the risk of injury. Having your best players on the pitch more often
40 units/pods – allows us operate with 2 teams at same time from day 1
Novelty factor for clubs
Placebo effect
May stretch careers of ageing players – but knowing their limitations in real terms and tailoring training and recovery for them
Market Analysis – Profile of market environment within which brand operates
Positioning Statement/Brand Values
Value – we add value
Passion – all sport is passion and we are passionate
Reliability – rely on us, rely on our data and analysis
Confidentiality – discreet
Innovative – new service, solving problems,
Define Target Market
Football clubs – we have expertise in football and contacts – considered other team sports but, our understanding of the demands of their games is not at sufficient level to be experts
Cork, Carlow, Kilkenny, Galway, Waterford, Wexford – we either live, work, coach or play in these areas, either currently or in the past – meaning we have contacts and on the ground experience and knowledge
Schoolboy/girl clubs u12 – u18
League Representative teams at these age groups
Emerging Talent Centres/ Academys
Junior/Senior clubs
Representative teams for these leagues
LOI underage teams – 13s new next yr – 15s, 17s, 19s
Marketing Objectives
Launch brand
Creating awareness of our brand and build contacts
Leverage existing contacts
Show/demo benefits of the technology
Show demo our knowledge and expertise interpreting
Gain sales
Strategy
Product/ Service
• Match day – every match over month
• Training sessions – 2 sessions per week over a month
• Duel – Match and Training – 2 sessions, all matches over month
• We need flesh out pros and cons, benefits etc of the different service offerings
• Different offerings in theory make us an option to all interested parties
Price –
• Must be profitable
• Different price points/options (see above)
• Tiered approach
Place
• Website essential as a way for potential customers to contact us
• As is Social Media FB and Twitter and Insta
Promotion
• Initial offer to IT Carlow Soccer course for player development or team games – all students are players or coaches or both – create awareness among them of our service – see what it can do – offer intro offer to students or course or their clubs – large potential customer base all in one location
• Kennedy Cup is an annual all Ireland competitions, 32 teams at u14 level run by sfai in Limerick each June – have a stand at this, flyers etc – another target rich environment – have one team competing at tournament using our service for the duration of the tournament
• FAI Coaching Conference – annual event in IT Carlow – have a stand at this – perhaps ask to be given a 30 minute slot also
• Word of mouth will be massive – use all existing contacts
• Sponsorship of one of the teams we are involved with – jersey sponser, or a partnership/endorsement/joint ventures with one of clubs we are involved with
• Pre season shield event – sponser – 8 teams compete
• Advertising? Limit to facebook, twitter, website – competition?
People
• Our culture – reflect our brand values
Company/service name?
Improvement, advancement, higher level, increase performance, step forward, take control, step up, set apart, travel, take the next step, stand out from crowd, achieve,
Great Performance Specialists ?
Next Level Soccer/Football
Good to Great
“Distinguish Yourself”
