By: Brody Stevens, Cam Robichaud, Colin Burns, and Tom Dolan

Marketing Research Plan – Parmar Sports Training

Our plan for Parmar Sports Training:Establish brand loyalty with other companies

that are associated with soccerCreate incentives which will have older

players mentor the younger playersEstablish more partnerships with other

soccer coaches in the areaExpand the business (Through new products,

additional facilities, staff, word of mouth, etc.)

Executive Summary

Parmar Sports Training was started in 2003

Started with speed training for all sports but, as it now has developed into only a soccer academy

The academy offers various programs such as; speed training, ball mastery, summer camps, season programs, a girls academy, a company team combined with the Ottawa Royals (which is a club team in Ottawa), and many more.

Sponsors include; Addidas, Gatorade, Disalvo Sports, etc.

Background

Product and ServicesProducts:

Training Apparel Parmar half zip training top, Sillicone training watches, Futuro rain jacket, Training jersey

Player Exposure Soccer in Motion (video

analysis for recruiting) Showcases

CampsSoccer Academy- (teams)Development

program/league Speed, Strength, and

ConditioningBall MasteryPlus 20 Elite

Training: Individual, Team, and

Preseason, Goalkeeper

Futuro Soccer Academy Competitive Teams

BoysU9, U10, U11, U12

GirlsU9

Junior Academy (non-competitive developmental year-round program) Boys/Girls

U5/6, U7/8

STRENGTHS Sangeev well known and decorated coach. Programs offered. Qualification for each programSponsorsInvolvement in the communityProvide 4 seasons of programs (fall, winter,

spring, and summer)

Strengths

WEAKNESSLack of Facility times. Difficulty finding quality assistant coaches. WebsitePrimary source of advertising (word of mouth-

doesn’t reach out to maximum potential target market)

Lack of staff

WEAKNESS

OPPORTUNITIESAdded age groups.Involvement with more female teams.Growth/Room for expansionGrowing business/market (Participation double

over 7 yrs making most widely participated sport in the city and nation

OPPORTUNITIES

THREATSLonger winter months forces the need for

indoor facility use.Competition (other clubs, programs, leagues,

and other sports with same or similar target market).

Competition provides more resources/benefits to consumers Ex: Facility, More, New, Better, Advanced Programs

(allowing competitors to edge out Parmar)

THREATS

How is it impacting/changing the sport companies products and market?

Social Medias:Facebook, YouTube, Twitter, and Skype

To reach out to consumers inside and outside of Canada. Soccer in Motion-

Company that uses video analysis for recruiting purposes.

Personal Website-To provide detailed information regarding what Parmar

Sports Training offers to consumers, while promoting the business

Technological Trends

Direct CompetitorsCompanies in the

area or in Canada within the same league, or other soccer clubs with the same business.

Similar companies or programs, but those that are involved in other sports like hockey for example who target’s same market of consumers that influence decision making to play other sports instead of soccer.

Competitor AnalysisIndirect competitors

Specific Consumers Ages of 5-18years old. Individuals work to improve on personal skill

developmentEX:

Foot Speed/ExplosivenessAgilityStrengthConditioning.

Works with teams to improve TeamworkTeam chemistryTeam systems.

MICRO SPECIFIC-CONSUMER

Qualification of Parmar, and using that to promote training programs are stronger and better compared to competition, by going through Parmar Sports Training to appeal to a large target market in an expanding business, providing a better choice for children’s future in soccer.

Positioning:

Reach out to segments and consumer Open houseGet involved with local

town/school teamsAdvertisements

through local facilities/organizations

Trying to create opportunities with local pro organizations

Intermission PromotionsCreate

organizations showcase teams

Offer showcase events

How will you segment your consumers?

Example:

500+ annual children participate in Parmar Sports Trainingof existing or once participated in Parmar Sports Training

Growing with the increase of programs offered each yearAdding new age group for boys and girls team until both

have teams at each age group U9-17.Higher level of participation in Ottawa then hockey

showing demand double for participation numbers for soccer.

The more soccer programs expand and interest level continues to grow the demand from players will increase in order to filling programs.

Market Size:

Age, level of interest, and dedication, defines level of usage by targeted market.

Target Market Usage:

Heavy- participates involved in all 4

season and most potential programs a consumer can access, fulfilling maximum involvement. Repeated consumer.

Medium- newly repeated consumer, in at

least 2 seasons of programs and in the Futuro Soccer Academy, participate in training programs.

Light- new consumer, 1 season of

involvement, only participate in a few training programs.

Market ResearchCompare with similar

programs, or competition with high involvement, demographics, for secondary information about target market and consumers. What works for and doesn’t to influence decision making for potential consumers, and whether marketing can expand.

Primary information can be gathered from past, current and repeated consumers, why the consumers choose PST and what could apply to consumers more.

http://www.youtube.com/watch?v=GiUXzCTA2oU

Example of Product Development

First, Parmar must contact and attract new coaches.These coaches should start with a specific age group

and stay the coach of that team through the age groups until they advance out of the program.

Second, Parmar should work to expand financially to secure their own permanent space or join a partnership with a facility. Finding a permanent location will show and secure

more of a sense of belonging to the customer.A facility will give Parmar a leg up on competition,

opportunity to increase the number of year-around programs increase the number of participants.

How?

Expanding as a club means creating loyalty at a young age so additional focus should be put on the younger clubs to secure happiness and loyalty into the program.

Players and members need to be focused on not just the team they belong to (age group) but the brand as a whole.

Loyalty

Older players should work with the younger aged kids to develop closeness as a club and showing the loyalty all members have. Younger players always learn more from older

kids than coaches or adults, its human nature and something that should be taken advantage of.

Offer the older players incentives to help out with the younger players (free equipment or apparel, make it a competition; anything that will create a spark to push the older players).

Loyalty Examples

Parmar needs to activate a multi-year plan, growth of this company will not happen overnight.

Goals must be set, short-term and long-term for the organization to competitively thrive.

The Plan

First, all teams will not happen at once: Start with the middle age group and work backwardsFocus on brand loyalty (the tendency of some

consumers to continue buying the same brand of goods rather than competing brands) and building the team and as the years progress your oldest teams will be the most loyal as the most energy is spent making sure the younger kids will follow the same paths.

The Steps:

Focus should be set now to the 12-14 age group as that is the middle and the support of being a role model for the members playing on teams aged 9-11 while also following after the loyalty of the 15-17 year old teams and continuing to build the “rep” of Parmar Academy:

3 Specific Age Groups

Ages 9-11: Focus on skills and team play and hopefully locking up premier teams for years to come

NEXT SEASON:(Skills, team play, interest, loyalty)

Ages 9-11

Ages 12-14: Focus on brand loyalty, that Parmar sports will get your individual skills and team play to the competitive yet elite level all are focused on achieving

NEXT SEASON: Upcoming of the brand, loyalty, team-play, improving competitively as a team and as individuals

Ages 12-14

Ages 15-17: Focus on advanced skills, these members are the star players and idols which will attract younger talent to the program. Focus must be made to make these teams as elite and competitive as possible while still creating idolization and attraction to the players representing this program and age group.

NEXT SEASON: Brand loyalty, individual/team attributes, representation of brand

Ages 15-17

Parmar Academy is growing as a company right now, it is expanding in membership, interest and known quality of the brand so the time to promote, market, grow and scout is now and is a window of opportunity that requires attention and action immediately, change in interest and the economy could all play substantial roles affecting the growth of Parmar Sports Academy and all of the intended goals Parmar Academy is set out to accomplish.

Expand while rising, take an initiative to expand on the way to the top and achieve multiple goals at once.

Expansion

3-5 Years: Parmar’s top age group will be the first group

where the brand loyalty was overly exaggerated. All members must feel that Parmar Academy is

more of a brotherhood or club wide family than representing individual teams or age groups that just “belong” to Parmar Sports.

This will make teams play better together on the field and showing that Parmar Academy is making a name for its’ self to become a premier soccer club.

Short Term Goals

10 Years:Parmar or Futuro Academy should be expanded in

membership to fill all ages’ groups and teams that were targeted when the company was created.

Parmar Academy should be a prestigious club that appeals to parents to not only have an impact on soccer skills but to develop model soccer players and idolized members of society.

This will be appealing to players as a gateway to higher levels of soccer or the missing piece to an individual that will push them to the next level in soccer while giving them the satisfaction of belonging to one of the most widely-known brands of soccer clubs around.

Long Term Goals