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ModestSports
4
ModestSports
ModestSports
Gaelic sports
Irish culture
Hijab--> modest (symbolic rules)
Our company
Sports for everyone
Clothing suitable for sports and the religion
Company logo
Background information
Islam
Gaelic
Jersey
Shorts
Socks and boots
Aligned outfits
No jewelery
Hair slides
Background
Cover skin
Hair
Modest
Cross dressing
Looseness
Think materials
Vision
- Motivate and inspire muslim girls to do sports (a very limited amount of muslims are participating in the Irish national sports)
- To create communities and connections between cultures
- To include all religions, beliefs and cultures
- To integrate
Vision
Product
Muslim clothing--> Gaelic sports
Sports for everyone --> no barriers
Integration opportunities + strong communities
Product
Product one:
The Gaelic kit:
- Hijab
- Body suit
- Shorts with skirt in cooperated
Product 1
Cheapest for the consumer this why
Product two:
The items individually:
- Hijab
- Body suit
- Shorts with skirt in cooperated
Product 2
More expensive this way
Pricing initiatives
Pricing
- Value propositions:
- Everyone has the right to do sports
- No price barrier
- Value for money
- Affordable
- Good materials = represented in the prices
- Produced in Poland = shipping expenses, environment
Pricing
Pricing
The Gaelic Kit: 79 euros
- Body suit
- Hijab
- Shorts with skirt incorporated
Production Price:
- 33.5 euro for the whole Gaelic Kit
Packaging
Packaging
- Clean and modest
- Discreet- not interfering with religion or the sports
- Simple- represented in our logo
- Sustainable packaging
- Addressing world problems
- Repack- B2C
- Cut out plastic- using paper instead
- Increase costs=CSR profile
Target market
Source: https://www.cso.ie/en/releasesandpublications/ep/p-cp8iter/p8iter/p8rnc/ (central statistics office)
- Muslims has increased by 1990s
- Increased with 95% since 2006
- Third largest religion
- Fastest growing religion
- 2016: 63,443 (10,884 children)
- 47.3% live in Dublin county
- 15.5% in Dublin city
- 13.1% in South Dublin
- Limited amount playing sports
- Niche market
Promotion
Persona
Our SoMe campaign:
SoMe
Our promotion channels
SoMe Campaign, social media and company website. Branding in primary and secondary schools
Promotion channel
Our choice goal
Our choice: SoMe Campaign, promotion through social media platforms and our company website
SoMe Campaign, promotion through social media platforms and our company website
Irelandstatistics.ie
Our future oppurtunity: Youtube content
- Target group on Youtube
- New segments
- Relevant content for youngsters
Future with Youtube
Irelandstatistics.ie
Campaign video:
https://biteable.com/watch/modestsports-2454908
Video
Promotional tools
- Emotional appeal "every
one has the right to do
sports"
- Uniting people
- Digital advertisement
- Personal selling (relationships)
Thoughts on promotion
Promotion budget
Objective & task method
Budget figure
- Determining the tasks we need to achieve
- Estimating the costs of preforming each tasks
- Specifying the promotion towards the segments
Finance
Budget for our first 3 years
Finance
Percentage of sales
Y1: 200 60%
Y2:341 20%
Y3:684 10%
Distribution plan
Conventional marketing system
Producer --> wholesaler --> retailer --> consumer
Poland
Own website
Advantages
Selected retailers
- Intersport Elverys
- JD sports
- SportsDirect
- Credibility
- Authority
- Awareness
Distribution
Cost/margin breakdown
Selling through website
Selling through retailers
Retail price: €79
Production cost: €33,5
Retail price: €79
Production cost: €33,5
Retailers earning: €20
Cost/margin breakdown
Profit margin: €45,5
Profit margin: €25,5
Short term
Push & pull strategy
Long term
Future growth
Future growth
Expansion
- MP: Customized
- PD: Socks and shoes
- MD: Rest of Europe (soccer, tennis)
- D: Modern sports clothing for men