MARKETING PLAN

VASCO SPORTS CLUB

Prepared bySyna Soares Suraj Hirani

Contents

1. 2. 3. 4. 5. 6. 7. 8.
9.

THE CLUB OBJECTIVE COMPETITORS MARKET STUDY SWOT ANALYSIS TARGET MARKET POSITIONING MARKETING STRATEGY FINANCIAL BREAK-UP (MARKETING)

1.THE CLUB

VASCO SPORTS CLUB The Vasco Sports Club is a football (soccer) club from Goa, India. In 1951, residents from the port town of Vasco da Gama, Goa, including the Portuguese garrison stationed there formed a football club called Clube de Desportos Vasco da Gama. It was named after the famous Brazilian club, and similar colours were adopted by it. The open fields where the present Tilak stadium is built, were the practice grounds for the players. Later a club house was built near by, which still stands today. During the last five decades the club participated in most of the major tournaments in India. The sixties and seventies were the most productive years for the club and they won some of the major tournaments during that time like the Kerala Trophy, Stafford Cup, Bandodkar Gold Trophy, Chakola Gold Trophy and Sait-Nagjee Trophy. It failed to stamp its mark in other tournaments like the Rovers Cup, Bordoloi Shield, Nehru Memorial Tournament, having lost out in the final. As far as honours at home go, the club won the Goa Football Association league title on six different occasions starting in 1954 until 1969 and is the oldest registered Club still participating in the State's top League competition, never once having been demoted in the Club's history. After two decades of major victories, the 80's saw a decline in the efficacy of the Club in terms of All India and State Tournaments. However, it retained a prominent position among the top five Clubs in Goa. The decline started when the Bandekar group withdrew support and there were no new white knights to fund the increasing cost of top class players. Over the last five decades the club has received a lot of financial help from many philanthropic benefactors not only from the port town of Vasco, but from different parts of Goa and Goans residing abroad.

Undaunted, from the mid 90's the Club, under the leadership of Nel da Lima Leito, took the help of Zeca Miglietti from Portugal, former Benfica defender, as coach for its training programme. His hard work saw the Club reach the quarterfinal phase of the KBL Federation Cup and among the contenders for qualification to the Premier Division National League.

Presently the new management is headed by Mario Leito as the President, Mario De Souza as Secretary and Stanley Pereira as Treasurer. The membership drive undertaken by the new management has begun to yield results and the general response from the fans has been encouraging.

Full name Vasco Sports Club Founded 1951 Fatorda Stadium, Tilak Maidan Stadium Ground Goa, India (Capacity: 35,000, 15,000) Chairman Mario Leito Coach Robert Fernandes League I-League 1sr Division 2008 4th place

2. OBJECTIVE

To market Vasco Sports Club with an aggressive & extensive marketing approach and to make it a club with maximum and increasing fan base. To promote Vasco Sports Club to the maximum with maximum utilization of funds. To make the team stand out from the rest and to carve a niche of its own.

3.COMPETITORS Dempo Salgaocar Churchill Brothers Sporting Clube de Goa

4.MARKET STUDYGoa has been associated with football since ages. Major clubs are Goan which dominate the football scene in India. Vasco football club is one of the top 5 teams in India. In India, Football is not as big as cricket so the scope for marketing is wider. Not many teams follow a strategic marketing plan. The fan following in fan following in Goa is greatly influenced by the region one is staying in. Through the marketing plan we plan to take Vasco Sports Club to all parts of Goa and make the clubs presence felt. Goans being major fanatics of football promoting the club is a feasible idea. Market Growth/trendsFootball is the most popular sport in the entire world. People follow football like a religion. Since the Portuguese influence has been in Goa they also have inculcated the sport of football in the Goan blood. With the influx of international sports clubs coming to India and more specifically Goa like Manchester United & Arsenal to pick up young talent the Goan sports scenario has hit a new high. Potential in Goa is being tapped and there is a need to put Goan talent on the international podium.

5.SWOT ANALYSIS:STRENGTHS Crowd attraction is immense in the goan football scene. Goan community is immensely enthusiastic of football and any relation to it would be an attraction. Vasco Sports Club enjoys being one of the top clubs in Goa. Vasco S.C has carved a position for them in the football scene in Goa. They have a series of awards and accolades behind them and fan support. WEAKNESSESSports clubs lose out on a wide range on supporters as sometimes the people support the clubs on geographic basis. Online website can give more information of the club at all times. There is no effective online marketing done so far. OPPORTUNITIESGoan football is immensely growing. There hasnt been effective marketing done for clubs. So the scope for marketing is quite large. Appeal is growing more. The football association with a major brand like Vodafone have opened the stage for all kind of marketing and have an immense potential to expanding this field. THREATSOther sports clubs like Dempo , Churchill Brothers & Salgaocar are backed with industries so they do not face shortage of funds.

6. TARGET MARKETWide audience of youth and adults. Target segment is wide as football has a huge fan following

7.POSITIONING-

Through our marketing plan we want to position Vasco sports club as one of the major clubs and give it a fun element & entertainment.

8.MARKETING STRATEGY: Outdoor advertisements-advertising the club and club activities on major ad boards , billboards, poster etc. Scholarships- tie-ups with clubs in Portugal offering scholarships for students to train in football schools.

Cheerleaders- cheerleader to motivate the team and also through this we will be doing something different because this concept hasnt touched Indian football

Mascot- having a mascot would give the team an identity to identify with and build on that.

Having competition and giving prizes would increase the appeal of the brand and make it more popular.

Specialty advertising- consists of useful low cost item bearing the club s names & the message examplescoasters / keychains/notepad/pens Local fairs- sponsor at local fair or have local matches during the fairs in villages.

Merchandising- distribution of merchandised items customized with club name & logo Having tie- up with different organizations.

Sports drive ins- setting up of screens on mobile vans in parts of villages airing matches. Radio- having ads on radio, competitions on radio etc. Television- advertising with local channels and use the platform of television, reaching out to a wider audience

9.FINANCIAL ACTIVITIES)

BREAK UP (MARKETING

Outdoor Advertisements (billboards, posters) . 3 lakhs Scholarships..7 lakhs Cheerleader ..4 lakhs Mascot..70,000 Competitions. 1.5 lakhs Specialty advertising.1 lakh Local fairs.80,000 Merchandising..4 lakhs Tie-ups10 lakhs Sport drive-ins..8 lakhs Radio 3 lakhs Television...7 lakhs Total 50 lakhs