MARKETING

RESEARCH
PHASE I

Submitted By : Group 5
G005 – Sahil Arora
G015 – Soumya Chakraborty
G025 – Dhruvi Jamda
G035 – Harshit Mulchandani
G045 – Shruti Punn
G055 – Priyanka Satija ATOMIC ANGELS
G065 – Rashi Vajani
 Defining MRP and MDP
MRP: Marketing Research Problem

• Study the lifestyle and going-out patterns prospective target group

• Research around inclination towards different sports and their live screening
• Analyse the consumer reaction with respect to the PODs being offered
• Consider different parameters that influence the decisions of the customers

MDP: Management Decision Problem

• Define the Marketing Mix for the sports bar and finalise it’s go to market
strategy with respect to the point of differences being offered.
DEMOGRAPHICS : Knowing your ‘TG’
Gender Age Bracket

Female 18-24 years

Male 25-30 years
Prefer not to say 31-40 years
Above years

Which category do you fall under?

Student
Working Professional
Business Owner
Homemaker
 LIFESTYLE & GOING-OUT
PREFERENCES
Pick your style How often do you go out in a week

Minimalist living Every other day

Luxury and Comfort Twice/Thrice a week
Mix of the above Weekly
options Monthly
Infrequently

What do you think is the most desired company for going to What would be your preferred aura if you go out
a lounge or bar? for drinks?

Friends Calm and silent, with soft

music playing
Partner
Peppy and energetic ,
Family with lively music playing
Colleagues
Dark and dim, with loud
Alone music playing
 LIFESTYLE & GOING-OUT
PREFERENCES
How important are the below aspects to you, on a scale of 1-5?( 1 being the lowest, 5 being the highest)
35

30

25

20

15

10

0
Vibrant ambience Qualityof Variety of Prompt services Location Accessibility
food/beverages food/beverages

1 2 3 4 5
 INCLINATION TOWARDS SPORTS
Which of the following games would you like to play at a Would you consider taking you live screening
sports bar? experience a notch higher via stadium like
experience?
Table games 1
None, I wouldn't prefer to play 1 Yes
Bowling 1 No
VR based games 29
Airhockey 25
Foosball 31
Pool 26
Snooker 15

Which sports would you prefer to watch at the

sports bar? Would you be okay with paying additional
charges for the service?
32
Cricket 38
18
Hockey 0
1 Yes
Tennis 14 No
9
None 3
1
Swimming 1
1
Badminton 1
1
Table Tennis 1
INTRODUCING CHAMPIONSHIP LEAGUES

Would you prefer playing or watching the above games Does the idea of receiving attractive rewards on
in the form of a championship league? winning the league act as a motivation for you to play?

Prefer playing
Prefer watching Yes
Both No
None
 RESEARCH INSIGHTS
Correlation Analysis:
Vibrant Quality of Variety of Locational
  ambience food/beverages food/beverages Prompt service Accessibility
Vibrant ambience 1       
Quality of food/beverages 0.807850123 1     
Variety of food/beverages 0.460279714 0.544676127 1   
Prompt service 0.537481532 0.492971953 0.520772684 1 
Locational Accessibility 0.141793928 0.246631474 0.323253206 0.301547758 1

Regression Analysis:
  Coefficients Standard Error t Stat P-value
Intercept 0.07355787 0.505837968 0.145417849 0.884954187
Quality of food/beverages 0.84170003 0.111370215 7.55767628 7.18022E-10
Variety of food/beverages -0.02629139 0.12162778 -0.216162743 0.829723177
Prompt service 0.24805186 0.112061097 2.213541277 0.031359536
Locational Accessibility -0.11481625 0.098448445 -1.166257588 0.248935259
 RESEARCH INSIGHTS
Cross tabulation:
Taking your live screening experience a notch higher
Paying additional
charges No Yes Grand Total
No 90% 43% 52%
Yes 10% 57% 48%
Grand Total 100% 100% 100%

Are you a sports enthusiast?

Going out to watch
live screenings No Yes Grand Total
No 90% 43% 52%
Yes 10% 57% 48%
Grand Total 100% 100% 100%

Playing/Watching the games as championships

Attracted by rewards Both None Prefer playing Prefer watching Grand Total
No 11% 40% 17% 33% 20%
Yes 89% 60% 83% 67% 80%
Grand Total 100% 100% 100% 100% 100%
 INTERVIEW INSIGHTS
- Music (especially Bollywood) and dance floor are the major attractions of the club

- Rush hours are mostly 10 pm -1 am, mornings are also busy due to people coming in for
breakfast and brunch

- Location near beach is appealing to the customer as people like to enjoy going to the beach
after drinking

- Many customers like to play Foosball and Pool table and it also takes less space. But most
of them prefer live screening

- Feedbacks from customers really help in improving the services and deciding what to
continue or not

- Since the quality of the drinks is almost same everywhere, good food is the differentiating
factor for customer. Emphasis on quality, taste and variety of menu can attract people
 SECONDARY RESEARCH
Area Insights for JUHU
- Upmarket neighbourhood of Mumbai - Space crunch and related costs
- Average population of 3,20,000 - High cost of operations and resources
- Over 23 colleges and universities - Competitive landscape
- Home to celebrities and Mumbai's business elite - High customer expectations
- Ideal for setting up a sports bar

> Prominent Target Audience cohorts : Primarily 18-30 years TARGET SEGMENTS
College Students White Collar
• Middle class White collar : Working class people who are drawn to the bar after Weekend Connoisseurs
office hours to relax
10
• College Students: Adult college going students who are sports enthusiasts, enjoy
lounging, or both. 30

• Late nighters and weekend partiers : These folks drop by and stay for many hours
drinking and watching sports.
• Brew Connoisseurs: The main appeal to this segment will be the large number of 40

hard-to-find beers and wines 20

 STRIDING TOWARDS SUCCESS

Large Screen Perfect Location Bar Games Quality Offerings Ambience

- A large screen - Presence of sports fans - Innovative bar - Supreme quality - It should manifest
having the perfect and young people in games for visitors of food and its true nature from
width the vicinity to enjoy alongside beverages. the moment the
their drinks customer enters
- Ease of watching - Places near college and - Exceptional and
from every angle university campuses - For times when prompt service - Representative of a
are preferable there is nothing lively and happy
substantial that can
- Demographic be screened
indicators are out to
consideration
 MARKETING PLAN AND STRATEGIES
Sports events sponsorship: Offer to be a sponsor for Sports talk shows: Hosting live sports talk shows
local sports events, and do giveaway. from the sports bar and inviting food influencers
to generate buzz.

Association with celebrities: if people Advertising and social media presence:

see local sports celebrities in the sports Sending out traditional and online
bar, then fans will follow. social media releases.

Excellent ambience: The walls to be Well developed website: To update

filled with sports collectibles, customers with all the required
posters, autographed pictures and information and upcoming events.
jerseys with lively atmosphere.
 Sports events sponsorship Sports talk shows

Association with celebrities

Excellent ambience
Well developed website
 PORTER’S 5 FORCES
High barriers to entry, licensing
issues, high cost of operations and THREAT OF NEW
locational factors ENTERANTS : LOW

BARGAINING POWER OF
SUPPLIERS : LOW
Kitchen equipment, furnishings,
Clubs, speciality bars, breweries and raw materials, service suppliers,
gaming zones, and other lounging THREAT OF SUBSTITUTE : etc. The number of suppliers is
options HIGH high, thus bargaining power is low

BARGAINING POWER OF
CUSTOMERS : MEDIUM
The customers can resort to other sports
Around 5 sports bar alternatives in COMPETITIVE RIVALARY : bars and/or other substitutes available at
and around Juhu with competitive similar pricing. However, our offerings are a
MEDIUM TO HIGH
pricing and premium offerings distinguishing factor.
ATOMIC ANGELS: Premium Offerings

- Stadium like seating - Sports inspired food and drinks

Extensively
- Championship leagues - Score prediction prospects Preferred
Games
TO BE CONTINUED..
In PHASE II

THANK YOU!

ATOMIC ANGELS