SPORTS MARKETINGSPORTS MARKETING

Presented By:Presented By:Aakriti VohraAakriti Vohra

Beulah AbrahamBeulah AbrahamNeeti JainNeeti Jain

Somdatta BiswasSomdatta Biswas

ContentContent…… SituationSituation Macro EnvironmentMacro Environment Sports in West BengalSports in West Bengal Demographic EnvironmentDemographic Environment Economic EnvironmentEconomic Environment Political EnvironmentPolitical Environment Social-Cultural EnvironmentSocial-Cultural Environment Legal EnvironmentLegal Environment Technological EnvironmentTechnological Environment Natural EnvironmentNatural Environment ConclusionConclusion

SITUATIONSITUATIONAs a newly recruited manager the sports event management company, As a newly recruited manager the sports event management company,

critically discuss the marketing environment of West Bengalcritically discuss the marketing environment of West Bengal

COMPANY’SMARKETING

ENVIRONMENT

MACRO ENVIRONMENT

Technology

Politicallegal

forces

Social- culturalforces

Demo-graphics

Economicconditions

Natural

factors

Natural

factors

Technology

Natural

factors

Politicallegal

forces

Technology

Natural

factors

Natural

factors

Technology

Natural

factors

Politicallegal

forces

Technology

Natural

factors

Social- culturalforces

Politicallegal

forces

Technology

Natural

factors

Demo-graphics

Social- culturalforces

Politicallegal

forces

Technology

Natural

factors

Economicfactors

Demo-graphics

Social- culturalforces

Politicallegal

forces

Technology

Natural

factors

Economicfactors

Demo-graphics

Natural

factors

Economicfactors

Demo-graphics

SPORTS IN WEST BENGALSPORTS IN WEST BENGAL

PREMIUM SPORTSPREMIUM SPORTS FootballFootball CricketCricket

OTHER SPORTSOTHER SPORTS BadmintonBadminton TennisTennis GolfGolf ArcheryArchery Kho KhoKho Kho

DEMOGRAPHIC ENVIRONMENTDEMOGRAPHIC ENVIRONMENT

Population of West Bengal : 80,221,171Population of West Bengal : 80,221,171 7.6 % of the country’s population7.6 % of the country’s population Geographical area: 89,000 sq kmGeographical area: 89,000 sq km 2.7% of the country2.7% of the country Capital of the state: KolkataCapital of the state: Kolkata State has 19 districtsState has 19 districts Major drawback: Kolkata is the only developed city as compared Major drawback: Kolkata is the only developed city as compared

to other states like Gujarat, Delhi etc. to other states like Gujarat, Delhi etc. Per Capita Income: 15001 – 20,000Per Capita Income: 15001 – 20,000 Mixture of Culture : Bengalis, North Indians, South Indians, Mixture of Culture : Bengalis, North Indians, South Indians,

AdivasiAdivasi Educational Groups: illiterates, high school dropouts, high school Educational Groups: illiterates, high school dropouts, high school

diplomas, college degrees,professional degreesdiplomas, college degrees,professional degrees Literacy rate of West Bengal: 69.22%Literacy rate of West Bengal: 69.22% Household Pattern: Traditional joint family, nuclear joint familyHousehold Pattern: Traditional joint family, nuclear joint family

ECONOMIC ENVIRONMENTECONOMIC ENVIRONMENT

Budget proposal of Rs. 71,86,9000 for the current financial year Budget proposal of Rs. 71,86,9000 for the current financial year 2008-20092008-2009

Largest contributor to the state GDP, the service sector with Largest contributor to the state GDP, the service sector with 51%51%

Women’s purchasing power at par with menWomen’s purchasing power at par with men Kolkata has the highest purchasing power- Rs.1822/personKolkata has the highest purchasing power- Rs.1822/person Rural part of west Bengal are economically backwardRural part of west Bengal are economically backward Economic Worth of Organizing a Tournament:Economic Worth of Organizing a Tournament:

Creating opportunities for other industriesCreating opportunities for other industries

Travel & Tourism Travel & Tourism

Hotel IndustryHotel Industry

Sports manufacturing Industry Sports manufacturing Industry

POLITICAL ENVIRONMENTPOLITICAL ENVIRONMENT

Ruling party: CPMRuling party: CPM Oppositon Party: TMCOppositon Party: TMC The opposition and the government at loggerheads over any The opposition and the government at loggerheads over any

developmental issuedevelopmental issue Maoist AttackMaoist Attack Frequent strikes, bandhs- party sponsoredFrequent strikes, bandhs- party sponsored Nano pull out from Singur, Political deadlock in Nandigram and Nano pull out from Singur, Political deadlock in Nandigram and

Partition issue in the north have dented West Bengal’s image.Partition issue in the north have dented West Bengal’s image.

SOCIAL-CULTURAL SOCIAL-CULTURAL ENVIRONMENTENVIRONMENT

People of West Bengal are social, love sports, are passionate People of West Bengal are social, love sports, are passionate about football, cricket and other sports.about football, cricket and other sports.

The Famous “ADDA” sessionThe Famous “ADDA” session It’s every Dad’s dream to make their son Sourav GangulyIt’s every Dad’s dream to make their son Sourav Ganguly West bengal has produced Champions like Leander Peas, West bengal has produced Champions like Leander Peas,

Poulami Ghatak,S.S.P Chowrasia,subhas chakraborty etc.Poulami Ghatak,S.S.P Chowrasia,subhas chakraborty etc. Sport trancends all religion and acts as a binding forceSport trancends all religion and acts as a binding force Recent visit of Diego MaradonaRecent visit of Diego Maradona Corporate football matchesCorporate football matches Cricket and football have their own league of fan following Cricket and football have their own league of fan following

LEGAL ENVIRONMENTLEGAL ENVIRONMENT

Police permission for securityPolice permission for security Pollution control lawsPollution control laws Entertainment TaxEntertainment Tax Fire department permissionFire department permission Permission from the international and national state Permission from the international and national state

associationassociation Media and broadcasting rightsMedia and broadcasting rights Permission for hiring stadiumsPermission for hiring stadiums Safety and Health regulations of the players.Safety and Health regulations of the players.

TECHNOLOGICAL ENVIRONMENTTECHNOLOGICAL ENVIRONMENT

The state has been well developed The state has been well developed Communication networkCommunication network Extensive railwaysExtensive railways Domestic/ International airportsDomestic/ International airports Modern portsModern ports National highwaysNational highways Stadiums like eden gardens, salt lake stadium, Netaji Stadiums like eden gardens, salt lake stadium, Netaji

indoor stadiums etc.indoor stadiums etc. Ailing old stadium is major negative factor Ailing old stadium is major negative factor

NATURAL ENVIRONMENTNATURAL ENVIRONMENT

West Bengal is prone to floodsWest Bengal is prone to floodsFor cricket rainy season is harmfulFor cricket rainy season is harmfulIncreased pollution level is harmful for all sportsIncreased pollution level is harmful for all sportsHumid climatic conditionHumid climatic conditionEpidemicsEpidemics

CONCLUSIONCONCLUSION

West Bengal has the potential to hold major sports eventsWest Bengal has the potential to hold major sports events It is a sports crazy state and watching cricket and football It is a sports crazy state and watching cricket and football

matches are consuming passions among all sections of people in matches are consuming passions among all sections of people in the state the state

kho kho and kabaddi are also widely played in the rural West kho kho and kabaddi are also widely played in the rural West Bengal and golf is quite popular among the elite echelons of the Bengal and golf is quite popular among the elite echelons of the society. society.

Kolkata is home to many famous stadiums and sports clubs Kolkata is home to many famous stadiums and sports clubs which show the inherent sporting culture of its peoplewhich show the inherent sporting culture of its people

The state has to maximize the potential, increase the abilities,to The state has to maximize the potential, increase the abilities,to enhance, and Organize to give their highest performance in enhance, and Organize to give their highest performance in sportssports eventsevents