MARKETING

MANAGEMENT
ASSIGNMENT
Topic: Marketing plan of gel-enabled cricket pads produced by Sansperills
Greenlands

SUBMITTED BY,
Amal George Jose (p19168)
PGDM B
 SANSPERILLS GREENLANDS

GELL-ENABLED CRICKET PADS

EXECUTIVE SUMMARY

Generally, most of the cricket pads manufactured by sporting brands all around
the globe is made with a mixture of rubber and leather. These pads are very
heavy and thus it causes difficulty for the batsman to run and also if the batsman
falls down, he can get injured seriously. The product that we intend to bring in
the market is gell-enabled cricket pads which are scientifically manufactured
and is very lighter than other pads and thus it is a pure batsman friendly pads as
it enables the batsman to run quickly between the wickets with ease and also
avoids injury. Our plan is to make the product and the benefits of the product to
be known all over the world and we foresee this product to go to greater heights
in coming years.

CUSTOMERS

The target audience for SG are professional and amateur cricketers ranging
from 5 years to 40 years. We prefer to have all domestic circuit cricket players
and thus we can market our product productively in the Indian market thereby
expanding our production to other parts of the globe

FUTURE OF THE COMPANY

Although the cricket gear manufacturing business is highly competitive, we

believe that there is a place for high-quality, attractive, durable, and affordable
toys. Our goal is to build and market cricket gears that will entertain
professional cricketers to use our product.
 COMPANY PROFILE – SANSPERILLS GREENLANDS

Sanspareils Greenlands, commonly known by the abbreviation SG, is a cricket

equipment manufacturer. Its balls are used in Test cricket and in the Ranji
Trophy in India. They have a more prominent seam and are closer together than
the Kookaburra balls used for Test matches, used in rest of the world apart from
England and West Indies (which use Duke), resulting from the thicker thread
used for stitching. The balls are also completely hand-crafted. Brothers
Kedarnath and Dwarakanath Anand established Sanspareils Co. in Sialkot in
1931. They were originally from Lahore where they apprenticed in their uncle's
sports shop RICHIE Sports. In 1940 they established a company named
Greenlands to facilitate export of their products. After the partition of India, the
family moved to Agra and then settled in Meerut in 1950. Its factory has been in
Meerut, Uttar Pradesh since 1950.

SG has been exporting bats manufactured in Meerut to the UK and Australia for
most of the international cricket brands. The company has been the market
leader in India with legends like Sunil Gavaskar, Mohammad Azharuddin and
Rahul Dravid endorsing the brand. In 2008, Virender Sehwag became an SG
brand ambassador. Since 1994, all Test Matches played in India have been
played with SG balls. SG Test balls are handmade and at Rs 1149 each are said
to be 20% of the price of Kookaburra balls.

PRODUCT DESCRIPTION – GELL-ENABLED CRICKET PADS

The pads that we offer is of premium quality and protects the batsman from
injury. It has the following features

 Full Whiteout branding makes this a completely neutral option to

compliment any kit
  Upgraded for 2018 with contemporary debossed leather straps (padded
and towelled)
 Highest grade 8 cane construction with the additional cane bar integrated
into oversized wing for greater protection and wrap-around
 Shorter tophat for a better fit against upper thigh protection/ quilted inside
detailing
 Deeper instep with added protection for lower seating over foot
 Split knee locator with GELXONE protection and internal knee cup for
ultimate protection
 Additional buckle padding for maximum comfort
 Highly durable leather instep
 Embossed Carbon Fibre detailing

STRATEGIC FOCUS AND PLAN

VISION

Sansperills Greenlands provides one of the best quality Cricket equipment for
all ages and sizes. We focus on the safety and reliability of our products to
protect and have the most comfortable fittings for uninterrupted fun in your
game time. Our equipment is tested for reliability and durability in all weather
condition. Equipment from SG is all in export quality and doesn’t compromise
on the safety of our customer who is wearing our equipment while having fun
playing.

MISSION STATEMENT

“To provide the best quality Cricket equipment for the ones who loves
playing it and protecting them from the possible harm through no compromise
in safety features and reliability of all the equipment.”
GOALS

 To protect the batsman from injuries while batting

 To enable full comfort for the batsman while batting
 To help the batsman to bat more flexibly with ease
 To take Cricket to a whole new level for the undying fans of it
 To try to create safe environment for the lovers of Cricket and to protect
them.

CORE COMPETENCIES

 Innovative products produced at reasonable prices

 Products are manufactured with modern technology

SITUATION ANALYSIS

The product that we introduce in the market can make a revolution in the cricket
gear manufacturing industry. This can open up eyes of many others as these
pads are of higher quality and is available at a reasonable price. The main threat
that the product faces is the competition created by other brands. The consumers
might also be in a dilemma whether to purchase the product as it is an
innovation made to an existing product. By conducting demonstrations and
proper advertising techniques we will be able to get rid of this problem. We are
also planning to make famous cricketers as brand ambassadors so that we can
have a wider reach for our product. The weakness of the product that we see is
that, since all the players around the globe are familiarized with the ordinary
batting pads, A huge effort should be made from our part to change their buying
behavior. The entrance many new cricketing brands is also a threat as it will
lead to options and also it can affect the pricing strategy of our products. The
opportunity that we sees is that, since this product is not yet launched by other
brands, it is an advantage for us over others in such a way that if marketed
properly we will be able to build a good image among the consumers.

MARKET PRODUCT FOCUS

Market product focus describes the marketing and product objectives for
Sansperills Greenlands. It includes a description of our target markets, product
positioning and differentiation strategies.

MARKETING AND PRODUCT OBJECTIVES

The following are the market objectives that Sansperills Greenlands hopes to
achieve through its gell-enabled cricket pads:

1) Non-financial goals
 Encourage teenagers to take up cricket as a career.
 Providing support to the cricketers from financially backward class of the
society.
 To convey the importance and benefits of sports.
 Sell a minimum of 10000 units in the market.
 Attain a 10 percent market share in the sports manufacturing industry.
 Expand the production units to all parts of the world.
2) Financial Goals
 Generate atleast $1 Million profit in the first year and increase the profit
margin in the coming years
 Increase revenue growth by 5% in the subsequent years

Our specific market strategy will be that of “market development.” The sports
manufacturing industry is crowded with many different manufacturers all
striving to make their products successful. The company is determined to
continue our growth in the market place and believe that our development and
distribution in the country will provide us with the potential to substantially
increase our earnings.
The following figures shows the path at which the company is growing in the
coming years and the position of our company in the sports manufacturing
market.

MARKET ATTRACTIVENESS

Attribute Weight *Rating =Value

Overall Market Size .05 5 .25
Market Growth Rate .05 1 .05
Historical Profit .10 3 .30
Margin
Competitive .15 4 .60
Intensity
Technological .20 4 .80
Requirements
Environmental .25 5 1.25
Impact
Social/Political/Lega .20 3 .60
l Environment
1.00 3.85

BUSINESS STRENGTH

Attribute Weight *Rating =Value

Market Share .05 2 .10
Share Growth .05 2 .10
Product Quality .15 5 .75
Brand Reputation .10 5 .50
Distribution .05 5 .25
Network
Promotional .05 3 .15
Expenses
Production .10 4 .40
Capacity
 Production .10 4 .40
Efficiency
Unit Costs .05 3 .15
Material Costs .05 3 .15
R&D .20 5 1.00
Performance
Managerial .05 5 .25
Experience
1.00 4.20

TARGETING STARTEGY

SG’s target market falls within the 15 to a 40 year-old age group who are
cricketers or are passionate about cricket and this segment is considered as the
strongest consumer market. Our company is focused on targeting and
strengthening its brand with the next generation of cricketers in the 14- to 19-
year-old age group. We believes this target group is the most influential
consumer group in the world. Our company offers different cricket Pads with
gell for different age groups. They mainly target on amateur cricketers who one
day will become professionals and thus they can increase their brand value. GS
targets mostly all of the cricket players in the Indian domestic circuit regardless
of their age.

POSITIONING STRATEGY

 Positioned itself as one of the best cricket gear producers in the world.
 One factor which differs our brand from other brands is that it has products
of different quality and size.
 Competitive point of SG is that it almost targets and all the domestic Indian
cricketers.
 Positioning statement of SG is “GO BIG OR GO HOME”. Many of the
Indian amateur level cricketers are attracted towards SG because of the
quality of their products.
 Almost all of the SG Gears are named in relation with the names of famous
cricketers.
 Gell-enabled cricket pads attracts all the cricketers as it will help them tackle
injuries that may arise while batting
 Our product is positioned as one of the best innovative sports product
produced to this date

PRODUCT DIFFERENTIATION

Most of the cricket gear manufacturers follow the conventional method of

producing and manufacturing. Thus, questions may arise with respect to the
quality of the gears offered by other brands. But the cricket pad manufactured
by our company is scientifically manufactured and the gell in these pads protect
the players from injuries. The innovative idea that we have propounded will be
a positive factor as through proper marketing plans we can build a positive
intend in the minds of the customers thereby persuading them to purchase our
product.

MARKETING PROGRAM

The marketing program will describe how SG plans to utilize the four
components of the marketing mix in the gel-enabled cricket pads:
  Product strategy

Our product strategy for gel-enabled cricket pads is the product differentiation.
Products manufactured by our competitors are manufactured using the
conventional process and thus it is not innovative. But ours is an innovative idea
of adding gel to the existing cricket pads which provide additional safety for the
batsman. The product is of high quality and is available at reasonable price and
thus it will stimulate consumers to consume the product.

 Pricing strategy

In-order to attain the attention for the product, we are trying to offer in a
moderate price. Since the product is not yet launched by any of our competitors,
we would be offering at a range of $80. The main strategy is to penetrate the
market with an innovative product at a reasonable price in a view to attain the
maximum market share. The benefits offered by the product is more than its
cost which in turn makes the consumer interested to purchase the product.

 Place strategy

Our customers can purchase our products mainly through two channels. The
first one is through the departmental stores and recognized sports stores all over
the country. There will be offers and discounts at selective days. The other
channel is through our official website were the customer can visit our site and
select the variant they want and can make the payment and purchase the product
and it will be delivered to them at their doorstep. The main strategy is to
concentrate more on cities where the sport is very popular. This enables ease in
selling as there will be high demand for cricket equipments.

 Promotional strategy

In order to gain market share for our product, we will have to implement a
strong promotional effort, advertising externally, in store, as well as on our
website. We implement a pull strategy for the gel-enabled pads, directing the
promotional mix at ultimate customers to encourage them to purchase. We are
planning to conduct campaigns during world cup and other tournaments which
enables our product to make the product familiarized to the customers. The
company is also planning to make famous cricketers as brand ambassadors
which in turn add value to the company as their involvement adds the trust
factor to the customers.

EVALUATION AND CONTROL

Through this market plan, SG is trying to make a huge impact in the cricket gear
manufacturing industry. We believe that this product can make a huge turn
around in the market as our company is the first to introduce this product. Our
corporate and product missions and goals have been projected and methods for
achieving these goals are well defined. To guarantee success, we will need to
re-evaluate our progress towards these goals each quarter to determine if our
marketing mix is working properly and profitably. For this, we will access the
growth in the revenue generation capability and profit making capacity. If it
appears we are not meeting our goals each quarter, we will need to analyze our
marketing plan and make adjustments if we determine that we have set
unreasonable goals. The final authority for implementation and evaluation of
this marketing plan is the Project Marketing Director.