THE WORLD

IS JUST
A KICK AWAY
 GROUP MEMBERS
 
KRUNAL SHAH 08064
MOHAK KULKARNI 08077
NIKHIL SONETA 08082
NIRAV PATEL 08083
NISHANT RAJPUT 08085
NISHIT PAREKH 08086
NITESH RATHOD 08087
RAHUL NARSINGHPURA 08109
 Environmental Scan

The European Perspective

The Development Of Football

– Forerunners of football
– Establishment of football as a proper sport
 Top Competition In Europe

English Premier League

German Bundesliga

French Ligue 1
The Italian Serie A

The Spanish La Liga

 Market Size

European football market has grown to €12.6

billion in 2006/07

Revenue from the

big five’ European
leagues grew by
more than
€0.4 billion (6%)
to exceed €6.4 billion
 Market Size (contd..)

EPL clubs generated the highest revenue in

matchday, broadcast and commercial

German Bundesliga and Spain’s La Liga

achieved year-on-year revenue growth of 15%,
helping these two leagues to overtake Italy’s
Serie A in revenue terms
 Market Estimation
2500

2000

1500 England
Italy
German
1000 Spain
France
500

0
2004-05 2005-06 2006-07 2007-08 2008-09 2009-10
 Big Guns of Europe

Real Madrid FC
 
Full name : Real Madrid Club de futbol
Nickname : “los Blancos” (The Whites)
“Los Merengues” (The Merengues)
Founded : 6 March 1902.
Grounds : Madrid, Santiago Bernabeu.
Head coach : Bernd Schuster.
League : La Liga
 Manchester United FC

  Fullname : Manchester United Football Club

Nickname : The Red Devils
Founded : 1878 as Newton Heath L&YR F C
Ground : Old Trafford, Greater Manchester
Manager : Alex Ferguson
League : Premier League
 AC Milan FC

Fullname : Associazione Calico Milan.

Nickname : Rossoneri.
Founded : December 16, 1899.
Ground : San Siro.
Head coach : Carlo Ancelotti.
League : Italian Seria A.
 Cost Structure
 
Revenues

Matchday Broadcast Commercial

 Latest Top 6 Richest Football Club
COMMER- BROAD- MATCH-
VALUE 2007
SR No. BRAND CIAL CASTING DAY
(£m)
REVENUE REVENUE REVENUE

1 Real Madrid 236 39% 38% 23%

Manchester
2 212.1 27% 29% 44%
United

3 Barcelona 195.3 36% 54% 10%

4 Chelsea 106.1 30% 31% 39%

5 Arsenal 177.6 24% 25% 51%

6 AC Milan 153.0 20% 68% 12%

 Real Madrid
Total Revenues
Revenues Sources
(Million Euros)
Matchday Broadcasting
Commercial
400

350

300
23%
39%
250

200

150
38%
100

50

0
2003 2004 2005 2006 2007
 Manchester United
Total Revenues
(Million Euros) Revenue sources
Matchday Broadcasting
Commercial
350

300
27%
250
44%
200

150
29%
100

50

0
2003 2004 2005 2006 2007
 AC Milan
Total Revenues
(Million Euros) Revenue sources
Matchday Broadcasting
Commercial
300

13%
250 20%

200

150

100
68%
50

0
2003 2004 2005 2006 2007
 S-T-P for European Football
Segmentation

Geographical- Asia, South America,

Europe, North America & Africa.
Growth potential & Market Share (Retention
& Acquiring new customers.)
Football Culture
Demographics - Age, Gender, & Income levels
Segmentation of members.
 Targeting
Basic Infrastructure.
People who love football
Passion, Entertainment or Betting.
Age group- Dependent & Independent.
Income level – 1000 pounds and above.
Institutes, Schools, Colleges & Local Clubs.
 Positioning

Position as a high quality club with the best

players of the world.

Have a lot history attached to it.

Makes superstars out of ordinary people

International Marketing Planning
Saudi Telecom Inks 5-Year Sponsorship Deal
with Manchester United
Budweiser and Manchester United
Portugal Telecom’s Meo ties up with football
clubs
Citic Guoan and Real Madrid agreement
Manchester United Seeks To Boost Profile In
India (Jump games, AIFF & MUSS)
 Marketing Mix

Product

Football Team

Football Players

Merchandise Sales
 Price

Merchandise sales

Club revenues
Price (contd..)
 Place

Home matches

Away Matches

Physical store

Virtual store
 Promotion
Television and Cinema commercials, Radio
Internet advertising and Print media
Promotion Tours
Word of mouth
Promotional products
Public relations
Player Branding. Eg- David Beckham
 PEOPLE

INTERNAL EXTERNAL

1.CLUB EMPLOYEES 4. MANAGEMENT EMPLOYEES

2.FIFA AUTHORITIES
3. PLAYERS 5.CLUB MANAGERS FOOTBALL
FANS
 History Of Football In India:

Emerged during the period of the British

Empire
Initially played among the army officials
First football club set up was the Mohun
Bagan Athletic Club
 Current improvement in
Indian Football

India’s National football league is getting new

boost from TV
Football coverage is now being done by 13
cameras instead of 4 cameras done earlier
Grass Root initiatives taken by Adidas
More corporate are coming as sponsors
Ex-players coming to India to see the matches in
sports bar
 Risk Analysis

Transfer of players

Ticket price

Teams not playing exciting football

 Risk Analysis (India)

Pitches
Sponsorship
No quality foreign players
Unawareness
Cricket killing football
Thank you…