Sports Villa Live Project Product and Brand Management

Sports Villa Live Project
Product and Brand

Management
Deepanshu Purwar M081-18

Prathmesh Joshi M134-18
Ramani Raut M035-18
Revant Kalra M171-18
Samrat Datta M040-18
About Sports Villa
Apparel company specializing in providing customized apparel in both sports and general wear and they
have diversified the business to include retailing of sports equipment
Product Portfolio
Sports Apparels Regular Apparels

- Dry fit, moisture absorbing - Polo, Jackets, Hoodies, round
- 100% customizable neck tees
Sports Equipment
Accessories - Cricket gear, swimming wear,
- Caps, Duffle bags, socks
Badminton, gym equipment
such as Treadmill and Dumbles
Company
› Faster delivery
› Outcome based delivery
Context Collaborator
› PEST analysis › New partnerships for supply chain
› Suggested- Laguna clothing,
Garment Camp
5C
Competitors Customers
› Major firm level- Labket, Shiv- Analysis › Behavioral- Sports enthusiast,
Naresh, VistaPrint, TYKA college fests
› Industry level- Nike › Demographic- 12-60 years
› Generic level- Levis, Zara › Psychographic- Healthy lifestyle,
› Budget level- video games, sports fitness freaks
biography › Geographic- Indian market
PESTEL Analysis
Technological
Economic
- Info. Flow on new trends,
- Economic growth, interest rate
immediate responses
Political and Legal Environmental

- Govt. policy, political stability -Climate, carbon footprint,
Social
- Population, health env. Friendly practices
consciousness
Positioning statement
Sports apparel that boost

“For leading institutions across the performance, customizable,
country covering professional multiple fabrics
sports teams, academia,
corporate, start-ups and non-
profits, Sports Villa is the only
brand among all companies Focus on
‘How the product meets
specializing in providing
the customer’s goals’
customized apparels in sports and
general category that work on the
philosophy of ‘outcome based
buying’ with design and support Assistance on every step of
teams available at every step to the customer decision
develop a product that helps you making
meet your purpose of buying it.”
Mental Map Brand Mantra
Tag line
Choose-Customize-Perform
Company Name Emotional Modifier Descriptive Modifier Brand Function
Sport Villa Choice Customize Performance
1. Brand Function: it describes the nature of the

product or service or benefits the brand provides to
its consumers.
2. Descriptive Modifier : It further clarifies its nature.

Ex: Entertainment from Disney is not merely for
kids its family oriented.
3. Emotional Modifier : It specifies how exactly does

the brand provide benefits & in what ways.
Assignment 2
Brand Awareness Brand Elements
• Website Landing Page • Logo
• E-mail Campaign • Tagline
Choose-Customize-Perform
Perceptual Mapping
Parameters Sports Villa Competitor

Sports Villa currently is not considered as a
1. Value for money value for money brand due to the quality of
2. Service quality the fabric and service, hence it should
improve in that aspect while maintaining a
3. Fabric quality point of differentiation in terms of its design
4. Design customization & availability customization ability and availability of
various different design options.
5. Apparel fit
Estimated Market Size (Sports Enthusiasts)
Number of
Average students Students desiring Average price per Penetration rate based
Institutions in
per institute a sports jersey apparel on competitors
Jharkhand
Your text here
Catering to Market Size

Jharkhand for Sports Villa
• Rs 750 • 5 prominent
• 50% • Acquired by the client Competitors
• ~17.1 Lacs
• 650 • Including all the • Rate : 20%
• Acquired the sports team
number from members and the
Online database of enthusiasts
the universities
• 35 Institutes of higher
education.
This can be extrapolated to different zones of the
• Assuming schools country by multiplying the market size with no. of states
and colleges mostly
have their own sports that resemble the student population of Jharkhand
uniforms
Long Term Effects
Brand Awareness:
With proper brand elements in
place unlike before, the company
will have a firm identity in the
market and will drive in the
evoked set of the audience Preference:
By working on their Quality of
Brand Engagement: Service and improved web
With a more interactive webpage infrastructure, Sports Villa will
and an Email Campaign in place, gain significant share of voice
Sports Villa’s two-way among its target audience
communication can increase
significantly leading to developing
a strong foundation for future
diversification The net long-term effect would
be enhanced Brand Equity
Marketing Plan
Experiential Marketing
Relationship Marketing
Leveraging secondary associations
Product Strategy
Pricing Strategy
Channel Strategy
Experiential Marketing
Campaigns
- College club partnerships Marque event
- Open tournament sponsorships screening
- collab. With sports
bar to screen
marquee sports
events
- Merchandise
showcasing
College sports events

- Use of products in
activities
- Winner given special Kiosk
merchandise - Sports based events
- Special day fests (republic day)
Relationship Marketing
Mass customization One to one marketing
- Key product feature - Customization according

- E.g: Writing a to wants of each
personalized message customer
on products such as t- - Sharing on digital
shirts, jackets, sports platforms for more
equipment awareness
- Ensure that all types of - Build a community
audience can use the -Create customer forums
products where regular customers
- Help in greater product can give new ideas and
usage amongst the other people can demand
audience a similar item
Leveraging Secondary Associations
Flagship Brands tie ups Licensing elements of other

- Offer branded products of brands
tier 1 sports brands such as - Selling a merchandise of a
Puma and Adidas with well known brand
customization - E.g.: Souled store selling
- Improve brand image and Marvel merchandise
lead to positive perception - Explore similar opportunities
at a lower level such as a
domestic football club
Campus Ambassador
Sponsorships
Program - Apparel for fests at a low
- Increase awareness about price
products - Help in maintaining long term
- Incentives such as relationship with the
certificates, goodies, cash college/school.
reward
Product service Strategy
Customer Service Loyalty Programs

initiatives
- Loyalty points can be
- Develop a dedicated awarded based on the
team so as to ensure that purchase which can later
there is post purchase be redeemed on other
concerns handling products
- Diversification- - Increase the customer

Equipment can have retention
specific caretaker who
know about their working - Special offers can be
and can help the introduced for the loyal
customers in providing customers such as
training on it bundled products
Pricing Strategy Channel Strategy
- Avail a premium price for - Sells through online

high customization and channel, email, phone and
Design support direct selling
- Communicate price along - It should appoint

with quality of raw material ambassadors who help in
used, design and delivery both marketing and selling
efficiency so as to justify the
price - Build a community by
merchandizing specifically
- Promotion and discounts for an audience E.g.: IIM
only on bulk purchases Ranchi centric Team India
jersey
- Promotional marketing such
as referral bonus or festive - Push strategy in the nascent
offers to be preferred over stage followed by more pull
discounts strategies
TESTIMONIAL
FOR MORE SUCH
LESSONS
WATCH
SACRED GAMES 2

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Sports Villa Live Project Product and Brand Management

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Sports Villa Live Project

Product and Brand

Deepanshu Purwar M081-18

Sports Apparels Regular Apparels

Political and Legal Environmental

Sports apparel that boost

1. Brand Function: it describes the nature of the

2. Descriptive Modifier : It further clarifies its nature.

3. Emotional Modifier : It specifies how exactly does

Parameters Sports Villa Competitor

Your text here

Catering to Market Size

College sports events

Mass customization One to one marketing

- Key product feature - Customization according

Flagship Brands tie ups Licensing elements of other

Customer Service Loyalty Programs

- Diversification- - Increase the customer

- Avail a premium price for - Sells through online

- Communicate price along - It should appoint

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