GameIncorp - Sports Marketing

7/17/2019 GameIncorp - Sports Marketing

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GameIncorp is a sportswear and equipment retail chain in India. It was establishedGameIncorp took the market b! storm in 2007. It rapidl! e$panded across the counfrst decline in sales. /urthermore% 20,& too appears to be bleak as per the #orecastGameIncorp had conducted an instore surve!. he objective was to understand theGameIncorp has scheduled a meetin" the #ollowin" Monda! with !our team at theirPer#orm a detailed anal!sis with the data provided b! the compan!.

GameIncorp

Campus Maveric



Industry data:

Regional data:

Competitor data

*evenue spilt b! re"ion o# top pla!ers in : ;20,&<

orth =outh >ast ?est @verall ()G*

(omp , 2, 2A 2, +2 9

(omp 2 ,2 27 2+ +9 ,7

(omp + +A ,7 +2 ,& B

(omp - 2, 2+ ,+ -+ 2+

GameIncorp -2 27 ,2 ,B ,2

=ales breakup b! sport o# top pla!ers in :

(omp , (omp 2 (omp + (omp -

(ricket -0 27 +9 -&

/ootball 2& 20 ,9 ,&

MerchandiCe ,0 ,+ ,7 ,2

Gol# 20 22 ,+ ,&

@thers & ,9 ,- ,+

Company data:

elow is a snapshot o# the customer demo"raphics o# GameIncorp.

GameIncorp customer ;brick and mortar store< demo"raphics

Gender )"e I ncome ; I* per Doc ati on >

Male /emale ,92B 2B+B +B-B E20F E+0F E-0F Grban *ural Grad

A0: -0: A0: +0: ,0: ,&: 90: &: B0: ,0: -0:

Communication channel data:

(ost o# communication channel% audience and increased cost

(ommunicati

on channel

(ostH)dd in 20,& Pro jected

increase in cost

: per annum

)udience reach /

a

incre

Print 20000 ,9 ,000000

=ocial Media 9000 -0 ,00000

+A000 ,A ,&00000

=ponsorship -000 ,2 ,0000

2 Campus M*ound , 3

=port equipment industr! "rowth rate ;:()G*< and Proft Mar"in ;PM< in : ;20,&<

=port Projected Growth PM ?est PM >ast PM =outh PM orth

(ricket B ,2 ,B 22 20

/ootball 2, 2- ,+ ,B 27

MerchandiCe ,- 2A 2& 22 +,

Gol# 2+ +- 22 2- 2,

@thers ,2 ,9 ,9 ,7 2,

=port equipment industr! sales b! quarter in : ;20,&<

=port 1, 12 1+ 1-

(ricket 20 20 +2 29

/ootball 22 29 20 +0

MerchandiCe ,9 2+ 2- +&

Gol# 2+ ,B 2A +2

@thers 22 2& 27 2A

=port market popularit! b! re"ion20,& b! :

=port orth =outh >ast ?est

(ricket +& 2& +0 +2

/ootball +0 -0 +& 20

MerchandiCe 20 ,0 ,& ,+

Gol# ,0 ,A ,7 ,B

@thers & B + ,A

=port market popularit! b! re"ion20,& b! :

=port orth =outh >ast ?est

(ricket 2+ 22 ,& -0?

/ootball 29 2& ,0 +7

Gol# 20 +0 ,- +A



2-.-

20.2

,,.,

A.,&.&

2.-

0.B 0.A

9%200

-%A00

2%&00

,%B00

900

700

22:

,7:

9:

7:

-:

+:

,0

+0

&

,-&

,, 9

*eplies *e#errals *eviews (omments @ther

2

,2

2

+2

,2

Social media data:

8etailed anal!sis o# common social media activities carried out b!#requent purchasers in the north re"ion. he research frm also

anal!Ced the strate"ies adopted b! GameIncorp's ke! competitors #rom

this re"ion.

he summar! o# their ke! fndin"sJ

(ustomer reach across channels

(ustomers across various social media channelsJ

Who uses social media and ho it in!uences them"

8emo"raphicsJ

=ocial

Media

Gender )"e Income ;I* per

Male /emale ,92B 2B+B +B-B E20F E+0F E-0F

=ocial Media , &0: &0: 90: ,9: 2: ,0: 90: ,0: 7

=ocial Media 2 A0: -0: +0: +0: ,0: 20: A0: 20: -

=ocial Media + A0: -0: 20: 20: A0: +0: -0: +0: 9

=ocial Media - 90: 20: ,0: ,0: 90: ,0: ,0: 90: B

Competitor analysis:

Averageresponse time (in hours)

30 10,000

Social Media—Engagement

25

8,000

20

6,000

15

4,000

Social media costs

(osts #or each social media channel ;)ccount #ees% labor costs% andsundr! costs% etc.<J

10

2,000

5

0

Competitor 1 Competitor 2 Competitor 3 Competitor 4 Competitor 5 Competitor 6 Competitor 7 Competitor 8

0Competitor1 Competitor 2 Competitor 3 Competitor 4 Competitor 5 Competitor6

T ota l E ngagement E ngagemen t as% ofF

90

80

70

60

50

40

30

20

10

0

C om pe ti to r 1 C om pe ti to r 2

=oci al Med ia cha nnel s (us tomers ;Mi lli on <

=ocial Media , 2,7-

=ocial Media 2 &B0

=ocial Media + 209

=ocial Media - 200

)dditional

in#ormation

, in ever! ,0 visitors makes a sale.

)vera"e li#e time value percustomer is 200 I*.

=ocial Media /ees ;I7*< Dabor hours

=ocial Media , -00 +00

=ocial Media 2 ,+0 -00

=ocial Media + 0 &0

=ocial Media - 0 200

)dditional Dabor costs are 20 I* per

4 18

2 9 7

10 2 4

5

20

3

2

6

4

15 15 6 3

4 5

C ompetitor 3 C ompetitor 4 Competitor 5 C ompetitor 6

C om pe ti to r 7



# Campus M*ound , $



Case %uestions:

,. GameIncorp is predominantl! inclined toward the retailin" o# cricket% #ootball% and "ol#products. )rrive at the most proftable re"ion #or each o# these products in 20,7.

2. /orecast the proftabilit! o# cricket% #ootball% and "ol# products in 1+ o# 20,9.

+. I# GameIncorp wants to increase its customer reach in the east% su""est the most cost

e5ective communication channel that the compan! can levera"e in 20,9.

-. Per#orm a comparative anal!sis o# GameIncorp as a"ainst (ompetitor , and (ompetitor 2 in

all product cate"ories across re"ions.

GameIncorp can no lon"er ride the 3a5ordabilit!4 wave i# it wants to sta! competitive in the

north. he compan! appears to be the market leader in the re"ion. owever in order to

sustain this market position the compan! has to look toward movin" #rom brick to clicks and

#urthermore inte"rate social media to en"a"e better with the tar"et market. In this conte$t

and with the data around social mediaJ

&. )nal!Ce potential social media adoption channels #or GameIncorpJ

a< I# GameIncorp tar"ets to reach a"e "roups ,9+B throu"h social media% which would be themost viable channelK

b< 8etermine the most proftable medium o# communication and awareness #or GameIncorp.

c< ased on data provided% determine the competitor with the most robust social media

practice.d< ?hat would be the associated risks i# GameIncorp were to adopt o# ecommerce and

social media into their business modelK

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GameIncorp - Sports Marketing

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