Report on Sport Camp Australia

1
Applied
Research
ProjectAUGUST 7, 2015
By,
Kush Pandey GJAN15CMM007 Kush.gjan15@spjain.org
Nayan Kumar GJAN15CMM008 NayanKumar.gjan15@spjain.org
Pawan Gurnani GJAN15CMM010 Pawan.gjan15@spjain.org

2
APPLIED RESEACH PRJECT
ON
SPORTS CAMPS AUSTRALIA
Submitted in the partial fulfilment of the requirement of
Global Master of Business Administration (Global MBA)
Contemporary Marketing Management
Term 2
Period of Study: May 2015 to August 2015
Submitted By:
Kush Pandey GJAN15CMM007 Kush.gjan15@spjain.org
Nayan Kumar GJAN15CMM008 NayanKumar.gjan15@spjain.org
Pawan Gurnani GJAN15CMM010 Pawan.gjan15@spjain.org
Under The Guidance Of:
Dr. Park Thaichon
Assistant Professor of Marketing
SP Jain School of Global Management

3
Acknowledgement
On the occasion of completion and submission of project, we would like to take this
opportunity to express our deep sense of gratitude to SP Jain School of Global
Management for providing us an opportunity to work on the project of our interest.
We owe a great many thanks to a great many people who helped and supported us
during the planning and finalizing project idea.
We wish to express our deep sense of gratitude to our Professor and Guide, Mr. Park
Thaichon, Assistant Professor of Marketing, SP Jain School of Global Management for
his able guidance and useful suggestions, which helped us in completing the project
work, in time.
Needless to mention that Mr. Srinivas Phani, Director, Industry Interface, SP Jain
School of Global Management, who has been a source of inspiration for our project
work and we thank him for his timely guidance in the conduct of our project work.
Words are inadequate in offering our heartfelt thanks to the P2E staff, Dr. Bhanu
Ranjan, Assistant Professor – Communications, SP Jain School of Global Management
and Dr. Adele Zhang, Assistant Professor – Communications, SP Jain School of Global
Management for their encouragement to make us believe in ourselves and perform to the
best of our ability.
Finally, yet importantly, we would like to express our gratitude to our beloved parents for
their blessings, our friends/classmates for their help and wishes for the successful
completion of this project.

4
Contents
Acknowledgement..................................................................................................................................................3
Executive Summary ...............................................................................................................................................5
Introduction ............................................................................................................................................................6
History of Industry ...........................................................................................................................................6
Demographics – Where and What.................................................................................................................7
Market Potential............................................................................................................................................. 10
Population growth.................................................................................................................................... 10
Growth of disposable income ................................................................................................................ 11
Health benefits associated with sports.................................................................................................. 12
Competition Landscape................................................................................................................................ 13
SWOT Analysis.............................................................................................................................................. 14
Project Scope............................................................................................................................................. 15
Research Methodology....................................................................................................................................... 16
Approach......................................................................................................................................................... 16
Consumer Insights......................................................................................................................................... 18
Survey............................................................................................................................................................... 19
Data Analysis........................................................................................................................................................ 20
Quantitative Data........................................................................................................................................... 20
Qualitative Data.............................................................................................................................................. 34
Most Liked by Customers ....................................................................................................................... 34
Least Liked by Customer......................................................................................................................... 35
Recommendations............................................................................................................................................... 36
Enhancing Value............................................................................................................................................ 36
Social Media.................................................................................................................................................... 39
Sports Camps Australia Website ................................................................................................................. 40
Mobile App..................................................................................................................................................... 41
Screen Shots............................................................................................................................................... 41
Features ...................................................................................................................................................... 41
Key Benefits............................................................................................................................................... 41
REFERENCES................................................................................................................................................... 42
Appendix .............................................................................................................................................................. 45
Survey............................................................................................................................................................... 45

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Executive Summary
This report provides an in depth analysis of consumer behaviour or customer preference
while selecting sports and particularly towards Sports Camp Australia for their children.
The process of identifying and analysing consumer behaviour includes problem definition,
methodology to get relevant data, analysis of the data to bring out the factors. The data
was collected by carrying out surveys both online & offline, by conducting personal
interviews and doing a competitor analysis. Results of the finding and the data collected
are shared and discussed in details with relevant cause, effect and recommendations. With
regards to findings, it can be said that Sports Camp Australia is performing way above the
competitor’s market strategy and by tweaking few aspects of marketing communication,
promotion, and higher customer engagement it can be the market leader of the subject
industry. The report finds the prospects of SCA in the current market segment are highly
regarded and appreciated by parents (customers). However certain areas of promotional
development and customer engagement have been identified and necessary
recommendations have been incorporated in the report.
Our top Three Recommendations are relating to the following:
1. Things Sports Camps Australia can do to enhance Customer Experience
2. Marketing Communications
3. Mobile App for Sports Camps Australia
Although, the report is comprehensive in nature and covers various aspects of customer
retention and consumer behaviour, however, the data analysis and recommendations are
based on the response of 75 existing customers and hence is one of the limitation as more
information or responses will allow a higher scatter plot and more confidence level while
concluding on the recommendations.

6
Introduction
History of Industry
Sports form an integral part of the Australian culture. Since 1900’s till date, the sports
industry in Australia has been growing and has been promoted by all the ruling political
parties. The mild temperate climate and the popularity of sports in Australia have been the
driving force in bringing revolutionary changes to the sports industry in Australia. From
cricket, Sir Donald Bradman to the racehorse Phar Lap, people associated the respective
sports with the various star figures and look up to be one of them. The enthusiasm for
sports and physical fitness can be seen by both the sexes and the participation levels in the
major sporting events across the globe proves this. With the growing demand, popularity
and benefits associated with sports in the Australian context people started shifting from
playing sports to being a professional player. In the early twentieth century the weekend
casual sporting activities progressed to professional full time training. With the inception
of Australian Sports Commission (AIS) in 1985, sports industry has been growing at the
rate of 3.0% annually with revenue generation of $3bn. While there was a surge in
participation rates in the conventional organized sporting events, the personalized sports
and fitness activities have been increasing and pose a threat to professional sports camps
across Australia. Cost per camp also plays a vital role with Australian economy not growing
as per the predicted rate which is influencing parents to take into consideration the trade-
off factors like, family outing, traditional sporting activities, camps organized by schools
etc. Based on the above factors, it is important and imperative for Sports Camp Australia
to device both marketing and operation strategies to attract customers and yet deliver
service as per their expectation.
40
43 41 42 40
75
70
73 74
78
2010 2011 2012 2013 2014
Rise of Unorganised Sporting
Activities
Organized Sports Un-organised Sports
%ofPeopleparticipating

7
Demographics – Where and What
Where are the most customers or probable customer coming from? This section highlights
the demographics of customer base, both new and repeat. The following data was collected
from Google Analytics – Sports Camp Australia from June 2015 & July 2015. As per
demographic map analysis, it is seen that majority of customers are mostly located in the
New South Wales region followed by Brisbane, Melbourne and Perth respectively. Map
explanation – The darker the area indicates more the customer base, Taking forward with
the above explanation of map and the detailed analysis of the google analytics report it can
be inferred that Sports Camp Australia presence is most prominent in the NSW region
and is growing its presence and prominence in the rest of the Australian region.

8
The above table indicates the number of new users who have visited SCA website over the
period of June2015 & July 2015. Highest number of new users were recorded from Sydney
with a bounce rate of 52%. During the course of our study there were all in all 11,000
sessions on the website. The above pattern of data is further explained below and can be
due the following influencing factors. As per the report number 6302.0 published by
Australian Bureau of Statistics dated Nov 2014, the average weekly earnings by a working
full time by an adult has increased from $1300 in May 2010 to $1500 in May 2014, an
increase of 14% this in turn has resulted in higher level of disposable income by individuals
and families. The cost of living and the levels of income differs from region to region.
The higher income levels are mostly localized to the NSW, WA, ACT regions and could
be considered as one of the important factors that influence the decision making of the
parent. The income level of females or working mothers are not at par with the region
trend. Nevertheless, they contribute majorly towards the development of their children.
1685
732
658
186
177
52
36
24
0 200 400 600 800 1000 1200 1400 1600 1800
Sydney
Brisbane
Melbourne
Perth
Adelaide
Canberra
Gold Coast
Newcastle
New Users
New Users

9
Another important factor which drives the high number of customers from the specific
regions is the percentage population of kids under the age of 15 year and the male to female
sex ratio. As per the demographics map given below, it can been concluded that highest
number of kids under the age of 15 years are from the following 3 regions – New South
Wales, Southern Australia and Western Australia. Since most number of end users of the
services are under the age of 16 years it becomes more important for us to consider the
above aspect of sex ration. More numbers of males are currently enrolled with SCA and
the major reason behind such great diversification is due to the fact that most sports
require high level of stamina, energy and associate themselves with rigorous activities.
Hence demographics by age, sex, income level and the level of interest in the outdoor
sports activities are the major influencing factors for selecting a sports camp
Male: Female Sex Ratio Percentage of Population – By Age

10
Market Potential
Sports industry in Australia has been growing at a steady pace of 3.6% annually from 2011
till date. The market potential in terms of the revenue associated with sports industry is
estimated to be at $16 billion as per the IBIS report dated July 2015. The factors which
have significantly influenced the growth of sports industry mainly are as below:-
 Population growth and population concentration in certain regions
 Increase in average earnings per adult and thus increased level of disposable
income
 Awareness about health benefits associated with sports.
The above four factors will respectively be detailed below in terms of market potential that
they create for sports industry and in particular Sports Camp Australia.
Population growth
Australia experienced a population growth of about 1.4% and within that the majority
growth was observed by NSW, Queensland, Victoria and Western Australia. Given the
percentage increase in the population at the above locations these are and can be
considered as the potential market for Sport Camp Australia. The segmentation by
population considering the kids were identified and it was observed that there are 5.2
million children who are currently under the age of 15 years of age in Australia and account
for 19% of the total population. The Northern Territory contributes to the majority of
proportion of population of children that is 22% of the total population while on the other
side South Australia had the lowest (18%).Further study revealed that out of the 22%
population of children from Northern territory came from the following regions
Queensland - Outback (24%) , Outback (25%),and Sydney - Blacktown (23%).
1.4
1.8
1.4
0.9
1.6
0.4
1.1
0
0.5
1
1.5
2
% Increase
22%
22%
23%
9%
11%
13%
% population of kids under
15 Year
Blacktown Outback
Queensland Sydney-city
Melbourne Inner Brisbane -Inner city

11
Growth of disposable income
With the rise in income levels of individuals and reduced cost of living, Australians are
now left with more disposable personal income. The level of this disposable income has
been increasing and is now at its peak. Parents now face the dilemma of investing the
disposable income either in leisure, education, property or entertainment. This provides
an opportunity to promote SCA services and camps and encourage the young parents to
invest part of their disposable income in their child/s skill development. The above pattern
clearly indicates and supports our analysis and thus can be concluded that cost of camp
and amount of disposable income have a correlation and can be considered as the major
factor that influences parents decision.

12
Health benefits associated with sports
Australian population has been associated with sports for past four decades and the
benefits of playing outdoor or indoor sports have been explored to its peak. Few of the
many benefits of children participating in sports activities are as follows:-
 Reduced obesity risk
 Increased fitness
 Healthy growth of bones, muscles, ligaments and tendons
 Better reflexes and coordination
 Physical and mental relaxation and thus can avoid serious muscular tension
 Boosts child’s confidence, social and person skills.
As per the Australian Bureau of Statistics, children between the ages of 5 to 14 years
have participated in at least one sport during vacation and outside the school hours. They
have been associated with outdoor sports that had been organized by private clubs,
association and camps. More number of boys (949, 00) participated in comparison to
that of girls (727,000). Out of the total number of children participation in sports 66% of
them were most likely to be in the age group of 9 to 12 years. Among the variety of
sports available the top three or the most liked sports by boys are Soccer, swimming, and
basketball while for girls are swimming, netball and gymnastics.

13
Competition Landscape
Few competitors in the industry are:-
Sydney Uni
NSW Office of sport & recreation
Super sports camps
A comparative study on competitor strategies and promotions as compared to SCA
Criteria
evaluated
Sydney Uni NSW Office
of Sports &
recreation
Super Sports
Camps
Sports
Camp
Number of
sports
10 15 3 20
Duration of
camps
3 days 3 days 3 days 3 days
Cost of
camps
Variable pricing per
child ( otherwise
$198)
Not available $150 $280
From the above comparative study, we can infer that the biggest competitor to Sports
Camp Australia is NSW office of sports & recreation. The other reasons for considering
NSW Office as the major competitor are:-
 Government supported
 Runs elite programs for carrier building in sports
 Provides training outside school working hours and special camps during vacation
 Recruits new coaches and holds stakes at various sports clubs, grounds and
stadiums
 Major player in the industry

14
SWOT Analysis
STRENGTHS
•Excellent coaching
• Association with Nike
•Covers over 20 different sports
•Satisfied customer base
WEAKNESSES
•Indequate arrangements for food
•Inadequate communication with parents'
•Infrastructure issues
•Seating arrangements
•Washrooms
OPPORTUNITIES
•Sports fanatic Australian population
•Increasing disposable income of people
•Effective marketing communications channels
to reach out to the target market
THREATS
•High competition from similar competitors and
other school camps
•Vacation plans with families
•Other recreational and learning activities such
as learning music, dance etc
SWOT Analysis

15
Project Scope
After meeting the team at SCA and brainstorming with the mentors, the team decided to
come up with specific research questions to be addressed in the project. This approach
was followed to ensure that all the efforts put in by the team was focused and yielded the
required result. Accordingly, the questions that the team undertook to find the answers
to are as follows:
1. Why do kids join Sports Camps in Australia?
• With this question, the team tried to investigate the factors that influence
the intention to purchase the services provided by Sports Camps
Australia. Also, after getting to know these factors, the team intended to
study if all these factors form a part of services offered by SCA and at to
what intensity.
2. Primary Factors that enhance Customer Retention and Attract new Customers to
Sports Camps Australia (SCA)?
• To begin with, the team intended to investigate if there exists Customer
Retention element in SCA’s business model. Next, the team decided to
come up with suggestions for SCA to improve the customer retention
and attract new customers.
Apart from this, the team also decided to extensively study the current Marketing
Communications Strategy of SCA and come up with some innovative ideas and
recommendations to make it more effective.

16
Research Methodology
Approach
The below flowchart depicts the steps undertaken in order to address the scope of the
project.
Once the research objective (research questions) was finalized, after narrowing down a
broader objective previously defined by the Clients, a Survey was designed and circulated
to random people and to existing Sports Camps Australia customer database. Before
moving on to the survey, interviews with random families having children aged between
6 to 16 were conducted to find out what they look for in an sports camp before enrolling
their child to the sports camp. While in the interviewing process the team found that
many families were never associated with sports camps, the insights given by these
families were categorized as insights from prospective clients. In order to get better
insights from the existing clients, the team visited the soccer camp held by Sports Camps
Australia in Earlwood area of Sydney.

17
After getting insights from Prospective and Existing Clients of Sports Camps Australia,
the survey was strategically designed to understand the respondent’s rational and logical
behaviour along with their emotions and concern about their children and sports camps
respectively.
Sports Camps Australia sent across the Survey to their existing customer database and
the responses were collected and categorized as qualitative and quantitative data. These
data were then analysed practically and mathematically and helped us to come up with
recommendations.

18
Consumer Insights
Following are the consumer insights that were captured when we interviewed families
with children aged from 6 to 16 in Burwood neighbourhood and parents who came to
register and drop off their kids to the camp at Earlwood.
 Competence Building: Is the sports camp helping children to develop skills and
competencies in the enrolled sport.
 Physical Exercise and Training Quality: To what extent is the physical exercise
pushing the kid and the training provided by the coaches.
 Safety Requirements and Equipments: Are adequate safety measures taken during
the activity and during any accidents.
 Mental Health and Confidence: Is the sports camp helping children build
confidence and helping them in their academics as well.
 Enjoyment Quotient: Are the kids really enjoying the camp – training, coaching
and socializing with other kids
 Location of the Camp: Distance between camp and house, also time taken to
travel.
 Individual Attention: Was individual focus given or not, was it a mass level
training or training based on children current performance.
 Social Factors: How are the children coming to the sports camp, will all gel well
and will the children get to know how to socialize with other children.
 Is the kid willing to re-join: Reasons for customer retention can be kids will and
wish, the factors influencing kids can be training, sport, and other camp
environment.
 Competition Events and Recognition: Is the sports camp encouraging kids to
participate in the other events or competitions.
 Or any other Motivational Factors.

19
Survey
The team decided to come up with a survey as a tool to collect quantitative as well as
qualitative data, which would further be analysed extensively to come up with useful
insights and recommendations for Sports Camps Australia.
Survey was designed specifically to answer the research questions and the consumer
insights. The survey was sent out to Sports Camps Australia’s existing customer
databases in order to understand whether or not Sports Camps Australia is currently
meeting the expectations of the consumers and to understand where the camps stand in
addressing the factors that ensures customer retention.

20
Data Analysis
Quantitative Data
Based on the survey response (52 Nos from online & 20 at Earlwood camp), each survey
question which was asked has been analysed and the findings associated with each of the
questions have been detailed below. Data gathered from the survey was extensively
analysed to understand the current consumer behaviour and driving factors for intention
to purchase as well as customer retention for Sports Camps Australia. A few key insights
were as follows:
 Customer Attitudinal Loyalty and Word of Mouth
 This question was designed to map the attitudinal loyalty i.e. willingness to
recommend. of the sample and whether or not the sample would say positive
things about SCA
 On this factor, SCA performed well as around 85% of the sample said that they
would definitely recommend SCA to someone who seeks their advice.
Approximately the same number of people in the sample mentioned that they
will be saying positive things about SCA to others. Only 3% said that they were
unlikely to say good or bad things about SCA whereas 14% said that they were
least likely to recommend and say positive things about SCA to anyone.
84%
2%
14%
0% 20% 40% 60% 80% 100%
Customer Loyalty and Word of Mouth
Low Medium High

21
 Customer Behavioural Loyalty
 This question was designed to understand how much willing were parents to
send back their kids to SCA based on their experience
 As can be seen in the graph, over 75% of the parents in the sample were willing
to send back their kids to SCA, 10 % were neutral and 14% were least likely to
send back their kids to SCA. The team went through the individual responses to
understand the reasons behind the dissatisfaction and these would be covered in
detail in the section ‘Least liked by the customers
 Customer Retention
 With this question, the team tried to investigate how much were the kids willing
to come back to SCA for future camps
 This question also addresses the customer retention element, which was one of
the key questions that the team tried to investigate.
 A decent majority of the kids said that they would definitely want to get back to
SCA for future camps, which highlights the fact there this does exist customer
retention in the business
76%
10%
14%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Behavioural Loyalty
Low Medium High
61%
25%
14%
0% 10% 20% 30% 40% 50% 60% 70%
Customer Retention
Low Medium High

22
 Was the camp challenging enough?
 One of the important insight that the team got after interviewing the parents of
the prospective as well as existing SCA kids was that the overall experience of the
camp should be challenging. The team thus went ahead to see if the existing
customer base felt that the camp was challenging
 70% of the customers said that they found all the camp challenging enough. 20%
said that the experience was somewhat challenging and around 10% of the
respondents said that they didn’t find the camp challenging
 To understand the reason for low and medium scores in this question, the team
went through the individual responses and found out that the higher age
segment, especially the above 12 years category, found out the experience to not
be very challenging
70%
20%
11%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Challenging quotient?

23
 Did the kids felt involved during the camp?
 Another important factor that the parents think about when it comes to their
kids experience in a sports camp is the level of involvement of their kids in the
camp
 Higher level of involvement means that high level of engagement during the
camp which in turn means high satisfaction levels
 Around 85% of the kids who were a part of SCA said that they felt very involved
during the camp. 8% said that they felt somewhat involved.
84%
8%
8%
0% 20% 40% 60% 80% 100%
Level of involvement

24
 Was the training quality up to the mark?
 Training quality is closely related to customer satisfaction and SCA is known to
deliver good training quality to the kids
 This can also be seen in the results derived from the survey. Close to 80% of the
respondents felt that SCA delivered good on training quality
 12% were neutral i.e. neither happy nor unhappy with the training quality
whereas 12% of the respondents said that they were dissatisfied with the training
quality
 The team then went through the individual responses to understand the reasons
of why was there dissatisfaction amongst the customer. Analysis of the individual
responses revealed that the section of the respondents who come in the
advanced player category felt that they overall training quality was not that good.
It makes logical sense too because since these players already have an advanced
skillset, their purpose to go to the camps is having more practice of their skillset
with very limited addition to the new skills acquired during the camp
78%
10%
12%
0% 20% 40% 60% 80% 100%
Customer Satisfaction - Training
Quality
Low Medium High

25
 Were the kids properly supervised during the camp?
 This is one of the important parameters of customer satisfaction. High level of
supervision would mean that the parents would be happy that their kids are being
supervised during the camp.
 During the Earlwood camp visit, the team observed that for a good level of
supervision, SCA divided the kids into groups based on the age and supervised
all of them accordingly
 SCA has performed well in this section as well with over 75% of the respondents
feeling that their kids were very well supervised during the camp
 Were the kids given individual attention during the camp?
 Although Supervision is an parameter for Customer Satisfaction, Individual
Attention is a parameter for Customer Delight
 Individual attention translates to customized services provided to the kids
 A decent majority of the sample agreed that their kids were given individual
attention during the camp and they were really happy about this fact
 This insight is particularly important because customer delight leads to customer
loyalty and retention.
76%
18%
6%
0% 20% 40% 60% 80%
Supervision
Low Medium High
63%
22%
14%
0% 10% 20% 30% 40% 50% 60% 70%
Individual Attention
Disagree Neutral Agree

26
 Competition Participation
 This question was included in the survey to check if Sports Camps Australia
encourages children to participate in the competition and events. This is an
influencing factor for the customers’ retention as found from the consumer
insight.
 From the data, it can be seen that approximately 75% of the respondents agree
that Sports Camps Australia encourages children to participate in competitions,
where as in the remaining 25%, 20% respondents chose to stay neutral and 5%
were disappointed by the fact that Sports Camps Australia did not help kids in
participating in competitions.
75%
20%
5%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Competition Participation
Low Medium High

27
 Good Safety Arrangements
 Another important question which is an influencing factor for customer
retention is good safety arrangements. Safety arrangements vary from the
physical protective gear worn during the play and safety aids available during an
accident or major injury.
 Safety was one of the major concerns for the parents enrolling their kid to sports
camps and from the data available we can see that 80% of Sports Camps
Australia customers were happy with the safety measures provided by the camp
and less than 15% were neutral with 6% being dissatisfied.
80%
14%
6%
0% 20% 40% 60% 80% 100%
Good Safety Arrangements

28
 Sport Competence
 This question was for the existing customers who had already sent their children
to Sports Camps Australia and intended measuring the kids’ skill development. It
basically tried to see that after attending the Sports Camps, how much did the kid
develop the competence in that particular sport
 From the responses, it can be seen that over 75% have agreed that there has been
skill development and approximately 10% have neutral opinion about the same
and the rest 10% have bad experience with the training and feel there has not
been much skill development after attending the camp. The reasons can be many
ranging from, a kid not liking the sport to kid already reaching an advanced level.
78%
12%
10%
0% 20% 40% 60% 80% 100%
1
Sport Competence
Low Medium High

29
 Fun Quotient
 This is an important parameter when it comes to customer retention, the biggest
influencing factor for re-joining a camp can be kids interest and kids interest is
mainly based on the fun or enjoyment he/she had in the camp previously
attended.
 From the results it is very evident that most of the kids are enjoying the sports
camps, 8% are neutral and remaining 8% said that they did not enjoy the sport.
The reason for being neutral and not enjoying can be many, mostly being either
gender or not liking the sport.
84%
8%
8%
0% 20% 40% 60% 80% 100%
1
Fun Quotient
Low Medium High

30
 Overall Satisfaction
 The overall satisfaction rating is the consolidated experience of kids and parents.
This is an ultimate measure of customer retention.
 From the responses recorded by the existing customers of Sports Camps
Australia, it is evident that more than 80% have are completely satisfied by the
service offered by the camp, 6% of respondents feel neutral about the
satisfaction and 12% of respondents are dissatisfied. The reasons can vary widely
for the below average satisfaction level.
 Value for Money
 This question was included to find out whether the customers are feeling worth
the amount they paid for the camp. Value for money encompasses all the
influencing factors for the new joiners and returning customers.
 The results say that 74% of the respondents agreed that they received services
worth the amount they paid and overall the camp was value for money. 8%
remain silent and 18% feel that the camp was not value for the money.
82%
6%
12%
0% 20% 40% 60% 80% 100%
Overall Satisfaction
Dissatisfied Neutral Satisfied
74%
8%
18%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Value for money

31
How did you come to know
about SCA?
Most customers came to SCA via
Social Media (Facebook page),
however the other striking fact
which came out of response to
the above question was that 19%
of them were informed about
SCA by a friend. The above fact
clearly indicates that SCA is
generating positive word of
mouth among the existing
customers by delivering quality
services. Nevertheless SCA
should leverage their presence on
social media platforms to build
brand and customer base.
Distribution of information channels
Why did you chose Sports
Camps Australia for your kid?
Based on the responses received
from customers the major
reasons for selecting SCA are
building physical endurance and
confidence level. But the other
reasons which accounted for 38%
of the responses are more
relevant for SCA. The 38% of
other reason comprises of Skill
development which accounted
for 70% while the rest 30% are
miscellaneous and consists of
mixed response. Hence the USP
of SCA in the eyes of the
customer is highly skilled coaches
for skill development.
Distribution of reasons to join the camp
Social
Media
21%
Google
17%
Filers
6%
Website
15%
Friend
19%
Club
10%
School
4%
Coach
2%
Misc
6%
Other
22%
48%
44%
39%
35%
23%
0%
10%
20%
30%
40%
50%
60%
For physical
endurance
and
confidence
building
I wanted him
to remain
engaged
during the
vacation
I wanted him
to learn this
sport
If for some
other reason,
please state
here
I wanted him
to get
involved in
outdoor
activities

32
How would you rate
the coach who
conducted the camp?
The most critical and
highly appreciated factor
for SCA- the coaches,
have been the key
performing and highly
appreciated by
customers. The key
finding from the above
exercise or survey
question is, that better
coaches lead to higher
customer retention and
satisfaction. Hence SCA
should continue
associating with
professional coaches.
How would you rate the coach who
conducted the camp?
Age of Kid
The insights which we
got out from the survey
response will help SCA
to identity which sports
to come up with and
which sports camps to be
conducted at a higher
frequency based on
segmenting the market
by Age. It has been
clearly identified that
children between the age
of 8 to 12 years ( 55.8%)
are the major consumers
of the services, followed
by children between the
age of 12 to 16 year
Distribution of the age of participants at
the camp
Excellent
47%
Very Good
29%
Good
16%
Average
4% Poor
4%
Less than 8
years, 9.6%
8 - 12 years,
55.8%
12 - 16 years,
28.8%
16 - 18 years,
5.8%

33
Your relation with the
kid
Undoubtedly mothers
are the one who are the
decision makers while
selecting Sports Camps
during vacation. As
brought out from the
survey 71% of the people
who responded to the
survey are mothers who
did the registration
process with SCA.
Hence, SCA marketing
promotion activities
should encompass the
above factor and target
the consumers’ decision
maker which is this case
are mothers.
Decision maker for selection of camp
How far is your house
from the stadium/
Camp area?
As per survey result, it can
been comprehended that
49% of parents are willing
to travel more than 10
KMs to reach sports camp
location. Hence SCA can
consider conducting
camps at locations which
can be located at a
minimum distance of 20
KMs, hence has a better
opportunity to cover larger
areas and bigger customer
base.
Distribution of distance to camp
Less than
5 kms
29%
5 – 8 kms
14%
8 – 10 kms
8%
More than
10 kms
49%
Mother
71%
Father
21%
Others
8%

34
Qualitative Data
Most Liked by Customers
What customer like about
SCA?
Customer prefer SCA due to the
following factors in the
preferential order :-
1. Coaching
2. Camp location
3. Element of fun
4. Others Include
5. Well Structured
6. Managed Camp
7. Skill Development
8. Small Groups
Key strengths of SCA are
coaching/coaches followed by
camp location. Distribution of SCA strengths
Coaching
39%
Location
19%
Small
Groups
6%
Fun
15%
well
structured
12%
skill
development
9%

35
Least Liked by Customer
Below are the consolidated factors that are least liked by the Sports Camps Australia
customers. These responses were collected by talking to parents who came to drop their
children to the sports camp and by the existing customer database of Sports Camps
Australia. The responses were also recorded from the open ended questions asked for
the least liked factors in the camp. Some of these factors are shared below:
 Competency Building
o No advance level training for kids who play above average than training
provided.
o No individual focus given to kids, only 2 groups are made based on age
and not on difficulty level.
 Lack of Basic Necessities
o Food and water should be provided by Sports Camps Australia
o Sun cream should be available at the camp and should be recommended
in the information guide.
 No Awards and Appreciation
o Acknowledgment of kid’s performance, trainers should provide
information to parents about how their children play.
o Trophies should be awarded rather than gifts to kids who have played
best in the camp.
 Bad Infrastructure
o Waiting area for parents, proper seating arrangements were not available
for parents or guardians who came to drop children.
o Restroom for males/females
 Discrepancy on Camp Details
o Location
o Requirements
 Sports equipments to be carried
 Attire for the sport
 Accessories (additional) to bring.

36
Recommendations
Enhancing Value
It is evident from the survey that Sports Camps Australia performs very well in its core
service delivery i.e. conducting excellent sports camps. There are, however, a few
suggestions that the team would like to recommend that might help SCA to go from
good to great. These recommendations are derived from the survey responses and from
the observations the team made during their Earlwood camp visit. Some of the
recommendations are also as a result of the teams’ analysis of the current SCA strategies.
The recommendations can be summarized as follows:
 Communication –
o SCA needs to proactively communicate with its customers. It could be
inferred from the survey that the customers felt that there was a
communication gap as the required information didn’t reach them at the
right place at the right time. Also, SCA should avoid last minute sharing
of information as this was a problem point that could be gathered from
the survey. Finally, there has to be clarity on requirements during the
camp in terms of whether or not food/ canteen services are available, the
type of sports gears required etc.
o Crisis management – We recommend SCA to brief the coaches
conducting the camp to handle the crisis situation in a proper way. For
instance, a kid might get an injury during the camp. Depending on the
situation, SCA should not only arrange for appropriate medical aid but
also inform the parents about such incident and assure that appropriate
aid was given and that special care will be given to the kids until the
parents arrive.
o Banners to be put on time – many parents expressed the inconvenience
of locating the exact ground where the camps were to be conducted.
Even the team observed during its Earlwood camp visit that the banners
were put up after the camp coaching had already begun for the day.
Putting up the SCA banner well before the first parents’ arrival will
ensure that the process of conveniently locating the camp is simplified
and much more convenient.
o Connect with existing customers and communicate about existing camps
– we recommend SCA to touch base with its existing customer base for
camps that will be conducted in the nearby areas as the customers wish to
come back to SCA for future camps

37
• Younger audience vs Elder audience – it could be inferred from the survey that
the elder section of the customers i.e. 12 years and above felt that the camp was very
intense whereas the kids below the age 12 felt that the camp was very demanding.
Treating these kids differently based on the age is an important criteria for enhancing
camp experience of the kids.
• Feedback on performance – SCA should start giving the kids performance to the
parents. If done the right way, this can add on to the Customer Delight element
• Camp clothing – for the outdoor sports, SCA should come up with full sleeve
clothing for the kids as the parents are concerned about the harmful effects of
prolonged exposure of their children to the sunlight
• Brand Awareness – SCA should take up initiatives to promote the brand and
increase the visibility. Some of the respondents in the survey felt that
• Loyalty Program – 24% of the sample in the survey were repeat customers. The
survey analysis also revealed that customer retention exists in the SCA business
model. Also, some of the customers with whom the team interacted expressed a need
for some loyalty benefits. SCA, should
• Referral schemes – Refer a friend and get a good discount. One of the challenges
faced by SCA is getting the numbers for its sports camps. Referral scheme will not
only give the existing customers an incentive to refer a friend and get a discount but
also get more customers for SCA. So it’s a win-win for both, the customers as well as
SCA.
• AdWords campaigns – taking ahead the insight that Moms are almost always
involved in the decision making process to send their kids to SCA, Facebook and
Google AdWords campaigns can be run to target these Moms and provide them
with a touch point to reach the website where SCA gets an opportunity to convert
the prospective customer to an existing actual customer.
• Promotions on Groupon –
o There are a lot of advantages of advertising and promoting SCA on
Groupon. It will help not only in getting numbers but also in creating
awareness about the brand.
Also, we recommend that SCA promotes only those sports on Groupon in which
getting good number of participants is difficult.

38
• Email Marketing –
We recommend SCA to explore the potential of this highly effective tool. As per an
extensive study conducted, for every $1 spent on email marketing investment, the
average return is $44.25. (Forbes, 2014)
o For New Customers – Paid databases available for a defined sample. There
are popular websites that provide authentic databases of a defined sample.
We recommend SCA to purchase databases of people in the age bracket 30 –
45 years as these are the people who have maximum likelihood of having a
young child, who is the final consumer for SCA. Also, the survey analysis
revealed that in most of the cases, Mom’s used to either be directly or
indirectly involved in the decision making process of sending their children to
SCA. We, thus, recommend that SCA can purchase paid databases of
Women in the age 30 – 45 years for a highly targeted e-mail campaign.
o For Existing Customers – For Existing customer base too should be targeted
but with the location constraint. We recommend so because of two
important insights. First, the existing customers want to hear back from SCA
whenever there is a camp conducted by SCA again. Second, it’s very
important to send relevant emails so that the customers don’t block SCA
emails because of receiving excessive and irrelevant emails. We, thus,
recommend that SCA does this using the location constraint. For instance, it
there’s a camp that’s about to happen in the Olympic park, mails should be
sent to the customers who stay say in the ten km radius of Olympic park.

39
Social Media
Uses of social media are tremendous. The popularity of social media as a medium to
promote an organization is increasing continuously. In Australia, the most common
reported use of Social Media are developing company image or market products (79%),
followed by communicating with the customers. (Statistics, 2013-14)
Going by these trends, we recommend that SCA does more Social Media Activities for
customer acquisition and engagement. One more supporting premise for this argument is
the fact that there is a spike in the number of website visits of SCA whenever there is an
activity on its Social Media accounts, as per the Google Analytics report. Moreover, there
a lot of activities that SCA could undertake ensure constant presence on the social media.
Some of those are shared below:
• Early bird discount
• Sharing pictures and experiences with the use of “#SCA” and other #trending
#hashtags for gaining visibility
• Guest star coaches – share the stories of celebrity guest appearances
• Run contests and give away small prizes
• Regular health/sport updates and inspirational posts for the customer base to just
increase the perception points regularly
• Share success stories and stories of high performing kids – many kids who join the
camps have a high skill level. SCA can click pictures and share videos of these kids
performing well during the sports camps and share it on the social media pages.
We also recommend SCA to fully use the potential of other social media platforms such
as Twitter, YouTube and Instagram. An integrated approach to all these social media
platforms will go a long way to help SCA get the best out of these mediums.

40
Sports Camps Australia Website
Since most of the customers come to SCA website via social media, it is important for
SCA to have a strong communications channel using the social media. However the
bounce rate of the website in an average is around 58%, which is on the higher side as per
google analytics suggestive report. This implies that probable customer are attracted
towards the services offered by SCA while the promotion is on the social media but once
these probable customers visit the website they find it either too difficult to navigate or are
not getting sufficient information which they seek on visiting the website.
On analysing consumer behaviour while customers are on the SCA website, it has been
observed that customers are looking for information about the camps which were held
and the upcoming camp dates with location. In view of the above pattern and other
observation which were identified while conducting surveys, interviews and by studying
consumer behaviour we suggest the following to be included / modified to the website.
Include a section of testimonial where-in the existing customer are invited to write about
their experience with SCA. Creation of this section will enhance positive vibe which will
be created when a mother writes about SCA good quality services and how well managed
was the camp. Any new customer’s apprehensions about registering with SCA may also be
addressed by one of the testimonial. Hence having a testimonial section on the website
will have two fold advantage, first SCA will get to know about how they have performed
or delivered in the previous camps by getting customers insight and secondly these insights
will create far better value for SCA by encouraging new customer to join SCA.
Another recommendation for the website is to have a blog. Having a blog increasing the
chances of encountering new tag words which when searched online can link to SCA
website hence increasing the chances of customers coming to SCA website. The blog may
contain details about the camps which were successfully held across Australia.
Finally it is highly recommended to include a search for camp feature based on location,
date and sport as the categories of filters. This will influence customer decision as they will
be more eager to look for camps around their location or nearest accessible location.
Hence increases the probability of registering for the camp in the first or the consequent
visit.

41
Mobile App
The benefits of having a mobile application are enormous. Moreover, building a mobile
application is a onetime investment with higher returns making this a very lucrative
option.
Screen Shots
Features
 News Feeds: Latest updates on sport news, upcoming camp details, new
testimonials, photos of the on-going camp and other related updates.
 Camp Details: Details about the ongoing sports camps – location (embed with
google maps), timings, maps, and other related information about the camp.
 Kids Details: Every mobile app will be registered with owner’s children details,
by this feature parents can track their kid’s skills, competency level, sports camps
attended and several similar details.
 Health Tips
 Registration to upcoming sports camp
 Social Media Plugins: Login with facebook or google account.
Key Benefits
 Easier and Faster communication
 Upload details of the camps
 Implement engagement activities

42
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Mar%202015&num=&view=

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45
Appendix
Survey
A study by SCA for understanding your experience and making
it better.
1. How did you hear about us?
o Social Media
o Google
o Fliers
o Website
o Friend
o If from some other source, please specify _____________
2. Why did you chose SCA for your kid? (You may select multiple)
o I wanted him/her to learn this sport
o I wanted him/her to remain engaged during the vacation
o I wanted him/her to get involved in outdoor activities
o For physical endurance and confidence building
o If for some other reason, please state here ________________________
3. What does your kid do when there are no sports camps during the vacations?
o Join some other training
o Play games at home
o Do nothing
o Study
o All of the above
o Other __________________
4. Is your kid a part of an ongoing sport training?
o Yes
o No
o If yes, please state which ___________________
5. Has your kid attended a sports camp before?
o Yes
o No
o If yes, please share the details ________________
6. Is your kid interested in playing and enjoying sports?
o Yes
o No
o If no, please share why ______________________

46
7. How would you rate the coach who conducted the camp
a. Excellent
b. Very Good
c. Good
d. Average
e. Poor
8. Please indicate by selecting one number, the extent to which you agree with the
statements listed below. Selecting 1 means that you strongly disagree and
selecting 5 means that you strongly agree. You may select any of the numbers
in between to indicate the strength of your agreement.
I would recommend SCA to someone who seeks my
advice
1 2 3 4 5
I would say positive things about this SCA to other
people
1 2 3 4 5
I would send my kid to SCA again for future camps 1 2 3 4 5
My kid insists that he wants to go to SCA for future
camps
1 2 3 4 5
The kids were well supervised during the coaching camp 1 2 3 4 5
My kid was happy with the training quality provided
during the camp
1 2 3 4 5
My kid felt involved during the camp 1 2 3 4 5
My kid was motivated to perform to the best of his
capabilities during the camp
1 2 3 4 5
My kid was challenged frequently to perform the best 1 2 3 4 5
My kid was given individual attention during the camp 1 2 3 4 5
I like the fact that SCA encourages and invites my kid to
be a part of sports competitions and events
1 2 3 4 5
My kid would like to attend more camps conducted by
SCA in the future
1 2 3 4 5
There were adequate safety arrangements during the
camp
1 2 3 4 5
I am happy with the overall quality of the service
provided during the camp
1 2 3 4 5
My kid has gained competence in the sport and is now
more confident about playing it
1 2 3 4 5
My kid had a lot of fun during the camp 1 2 3 4 5
I think we got the right value for the fees spent for the
camp
1 2 3 4 5

47
Demographics
9. Kids Gender
o Male
o Female
10. Your relation with the kid
o Parent
o Sibling
o Guardian
o Other ____________
11. Age of the kid _______________
 Less than 8 years
 8 – 12 years
 12 – 16 years
 16 – 18 years
12. How far is your house from the stadium/ Camp area?
o Less than 5 kms
o 5 – 8 kms
o 8 – 10 kms
o More than 10 kms
13. What did you like the most about the camp? ( At least 3)
14. What did you like the least about the camp? ( At least 3)
15. Please share with us a few things that , according to you, SCA could do better
………………………………………………………………………………………
………………………………………………………………………………………
………………………………………………………………………………………
………………………………………………………………………………………
………………………………………………………………………………………
…………………………………………………
Thank you for your time

Report on Sport Camp Australia

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