Manchester United is launching its first official merchandise store in India. The store will be located in Mumbai and will target high-income male fans aged 13-35 through merchandise like jerseys, shirts, and balls. While Manchester United has a huge global fan base and brand recognition, it has no presence in India's growing football market. The store aims to make fans feel more connected to the team and support its consistent success on the field to expand its fan base. Pricing will be on the higher side due to United's premium brand status. Initial promotion will use teaser ads, and the store launch will be advertised as "Red Devils are in Town". Future plans include opening additional stores in Delhi and Bangalore

2. INTRODUCTION
• Founded in 1878
• Plays in the English Premier League
• Most Valuable Football Brand in the world
• Champions of the EPL for the year 2010 – 11
• 19 times champions

5. Why
• No need or want
• Demand only by UNITED Fan
• Feel Connected

6. Value and Satisfaction
• To provide the Psychological Value
• The merchandise provides that a
satisfaction that I have a piece of the
Club

7. Segmentation
• Geographic
Stores will be opened in Mumbai , Bengaluru and
Hyderabad
• Demographic
Age Group : 13 – 35
Income Group : High income group
• Psychographic
Lifestyle
• Behavioral
Loyalty Status

8. Targeting
Concentrated Market
• 330 Millons Fan world
• Almost 20 millons in India
• Fans concentrated in Metros

9. Positioning
RED DEVILS are in
Town

10. Consumer Behavior
1.Objects of Purchasing ( What does market
buy)
To support their respective teams & feel connected with the
team while their team is playing
2.Objective of Purchasing (Why does one buys
it)
To support their respective teams & feel connected with their
teams while their team is playing
3.Organization of Purchasing ( Who buys it)
Manchester United Supporters

11. Consumer Behavior
4.Operation of Purchasing Organization ( How
does it buy)
Cash , Credit Card and Online
5.Occasion of Purchase ( When does one buy)
Whenever the supporter wants to feel
connected
6.Outlets of Purchase ( Where does one buy)
Through Manchester United Megastore

12. SWOT Analysis
Strengths
 Best Manager in the business
Strong brand awareness & globally known
Loyal fan base
 Huge cash reserves
Strong focus on the Youth system

13. Weakness
 Huge debt
No brand recognition apart from UNITED fans
Ageing squad

14. Opportunities
1st entry advantage in the country
Winning consistently and improving the fan
base in the country
Developing & discovering new talents

15. Threats
 Liverpool’s entry in the Indian market
Not winning consistently may lure away fringe
supporters

16. 4 P’s
• PRODUCT :
Various products offering in Megastore like
Jerseys, Footballs, T-Shirts, Flags
• PRICE :
The pricing will be high as Manchester United
is a premium brand
e.g. A home jersey will cost around Rs 2999

17. 4 P’s
• PLACE :
The first store will be opened in Mumbai
followed by Kolkata & Benguluru
• PROMOTION :
Teaser campaigns will be run 1st in Print and
Television . Then ads will be run after opening
of the stores .

18. Advertising Plan
• Initially Teaser campaigns will be in Print and
Television media
• Then when the Stores will be launched , Ads
will be run in both above media’s
• “RED DEVILS are in Town” will be
tagline used to let know the Red Devils that
the Megastore has finally been opened in
India.

19. Pricing and Growth
Strategy
• Perceived Value Pricing will be used
• Intensive Growth Strategy will be
used

20. 9 Price – Quality Stragies
PRICE
High Medium Low
QUALITY United
products
High for United
fans
Medium
Low

21. Future Plans
• After initial launch in Mumbai , stores will be
opened in other Metros like Bengaluru and
Hyderabad
• A museum will be opened in the stores to
increase the footfalls of UNITED fans in the
Megastore.
• If the response is good in the Metros and
demand from other cities is high through
online order , opening the stores in these may
be considered.

22. MarketING Project
Presented To : Prof Mahajan
Presented By : Abhishek Jain
E-MBA Div – A
Roll No : 5