Marketing Planning Consultancy Report for Fairview International

During the late nineteen nineties, a thorough strategic review of the British Junior Chamber of Commerce was conducted. It is a kind of parties and charity events Junior Rotary that has a intelligibly retro wagesl to it, one of the reasons why it had lost 80% of its members (or customers and market place sh be) over the previous 20 stratums. Its members were usu wholey in their 30s, so it was no longer junior at all alkali approach was taken by the officers of the said group while an separate(prenominal)s scarce rearranged the chairs on the deck of the titanic as the ship continued to go deck. One of the features of this organization was international twinning where the members visit friends in a foreign chamber bi-annually and vice-versa. It was proposed that the organization become a travel comp some(prenominal) primarily to instruct bands like Robbie Williams, Cold pretend and James Blunt play in other countries.Low equal flights were becoming general and if you could s tay at your twin organization members home (and they yours) you then had a very low cost international travel model with a purpose the big gig. This de passred to a rude(a)born somebodys mavin of having a good time having traveled outlying(prenominal) to rock festivals in my youth. entirely this was revolution for this retro organization whereas the more conservative members of the organization proposed an evolutionary model that was accepted. Perhaps predictably it continues to decline and I and others remain convinced that my prescription was an effective oneThe aims of the organization give way been delimit in the widest possible terms in effect fissure a service to young peck containing unfeigned features and benefits that they would instantly perceive to have value and relevance in return for a fee. It is surely obvious that any service offer has to change with the times. Welfare state spending whitethorn reduce the need for charity or terrorism the appeal of travel, never mind that, new young adult generations bequeath always expression to find new ways to irritate older nation. digital Technology has revolutionized this landscape (Generation X, 2000).In this short piece of work, I, as the consultant, challenge Fairview to look at their carrefour religious offering in the broadest possible terms too. When they use the term drama, it should simply mean fee generating play. For instance, I depend many young men (and women) in the join Kingdom would like to play for the slope soccer team.It should be fault littlely possible to design and offer a paid for interactive selective information Technology spicy where you join a team, play considerably and are transferred while you play against other teams with team members located all over the country on your mobile phone, timing runs, tackling, and making passes and shots in real time on the screen. It is this soccer offering where the United Kingdom has the scoop merchandise in the world I have focused on, as United Kingdom consumers pay to receive live soccer currently. It is both then the dominant market segment for gaming potency as well as the easiest to charge a fee for.This then should be the aim for Fairview. To understand what young tidy sum want and harness the technology to deliver a new c formerlypt that will sweep the market. This is all some distance from the traditional bookies. Fairview uses the name chain to describe this market entry. cosmic string is the right term, plainly non as in the old a chain of bookies but by building customer databases linked by profitable repeat fee base gaming interests for rapid team game building. This is as near to a mission statement as my proposal needs.ProposalWhile on the one side the United Kingdom seems a perfect place to offer gaming services as a wealthy secular modern smart secure with no overt proscriptions, the reality is that this protestant country has some of the same staff offices at play as t he puritan founders of the United States of America that influences proscriptions against gaming there. Millions of British used to admit to only gambling once a year on The National the Grand National Steeplechase.Bookies were scruffy warmer filled pits of dysfunctional people all too often Catholic immigrants from Ireland. Relatively well educated, if you look ated the British why they didnt gamble theyd say its a mugs game and get moneyed quick schemes only work for the amoral founders of the idea. They would prefer to gamble if that is the appropriate term on the stock market where legitimate gains could be made by using the tercets party services of good corporate focal point to ensure a comfortable retirement.If you look for further evidence of this, it is well known that no gambling casino will open in the United Kingdom, unless there are large numbers of potential pagan Chinese gamers living nearby. They will not get rich on United Kingdom consumers, thus whitethorn not even break even (The Independents Britains new cultural entrepreneurs, 1999)..But times change, and on the dot as the stock market now offers a diverse range of derivative instruments, so does gaming. The popularity of the side of meat autopsy League has lead to the spread betting phenomenon. If the top teams usually win, the margin of victory is far less certain and this also has lead to greater volatility and margins of gains and losses or in other word exciting risky behavior.The United States legislation against on line gaming was an initial set back as the United Kingdom found organizations were generating lot of business in for instance interactive Poker games ( flock before structures, 2000). B. But clear there now offers the same kind of opportunity for Fairview that theme cell researchers enjoy in the United Kingdoms less judgmental society in other ways, so familiar to the Ameri lots, but what exactly is it?.Technology has changed consumer markets especially for young people fundamentally. quick in a poor third world town in a poor third world country there are dozens of net income shops catering for young males who want to play on line. The cell phone here predominates and conversations have to be broken mid sentence to kick downstairs the phone its precedence. These are new networks just waiting to be more completely, competently and commercially exploited.In the United Kingdom, most homes have internet cable bundled with telephony too and children dominate their use. For those who think that the internet is a marvelous utility for expanding the mind with information, the reality is that it is pornography that dominates commercial trans runs on the web. People are quite happy to sign up to a site that suits their switch onual taste and this has hastened the dying of the printed word if pornographic magazines were more likely to venerate the picture rather than the accompanying narrative. This all simply demonstrates that people will pay a fee to use IT if you give them what they really want, in this instance, sexTo refer back to my opening, I realized that the Junior Chamber had other problems too in gaining new young members. People often didnt want to send away or so to get together any more, given the twin threats of urbanization traffic clog and personal security threats. At their office was the specimen tool to blog instead.Tools like Microsoft Messenger meant that you could now have an interactive real time conversation. hyperkinetic syndrome a web cam and this is the modern equivalent of the whist drive or poker games my parents generation but enjoyed without the need for a meeting place. Property in the rich and crowded island that is the United Kingdom is notoriously expensive to buy or rent. How very convenientThe question then to ask is, given this new digital societies range of extensive interactive tools, what will the young people go onto once they tire of their mostly violent and speedy game s? Gaming defined as a challenger where you place a stake and back your skill has to be the obvious move once these kids are working and have more money in their pocket. The opportunity is obvious. But will Fairview be sufficiently visionary to spend marketing resources on creating this market?To do this, their initial key goals will acknowledge setting up the soft infrastructure. They will have to work with key influencers (for instance game designers) and agents (like MySpace) and the Premier Football League as well as build a formidable technical offering, but they will be pushing against an open door in terms of consumer desires.They must design a proprietary brand and a tightly drawn patent to protect themselves at least at the outset for competition, unless they are not prepared to spend enough marketing funds on this to go it alone and would rather share the burden with competitors in the hope that there is enough business to bear everyone happy.Observe the slope soccer o n Star Sports in Asia. It will be noticed that they influence customer to use their cell phones to make score predictions and so of bank line can build up a data base of cell phone numbers that send the predictions in. Many of these Asian English soccer fans have never been to a real English game. They are a perfect channelise to form virtual soccer team similarly with the virtual manager games. In a sense Star Sports and its competitors are ahead of the game but they dont recognize what theyve got yet nor how best they can leverage it.When the term clicks and mortar was first coined in the nineteen nineties it seemed pretentious, but in fact it was right on the money. It seemed that consumers wouldnt buy some things unless theyd seen them first. The feel of something is important. It transpired that amazon were very good at selling Information Technology, books and records all not particularly visual or tactile and we would buy holidays and flights on the net for the same reaso ns, but when for instance it came to clothes, a regional superstore may be needed to view the goods closer at hand.Since that time memory has got cheaper and virtual reality less virtual, and this has become a little less of an obstacle. What about the social environment though?. People will be free to play these games in public arenas with adjacent fellow players. It just need not be that way.Of range, younger people have sometimes never even thought about this although malls around the world seem to still be full of them. There is evidence too that many people gravitate towards social situations such as the bookies provides. Where then in the product offering should we place these components? It seems to me that an internet gaming company should product test a real life regular(a) forum for their customers.An organization was set up by Tony Blair, the former United Kingdom Prime take cares advisor on future policy trends called DEMOS. It was a centre left policy think tank. Mos t of the action was in far away London but once a year they would hold an event in the north in Liverpool. It is this kind of customer sensitivity that internet offerings have to master, designed as they all too often are by tech geeks who are rarely people persons. An annual conference of soccer gamers could be highly viable and entertaining for them off season.In one article by Demos, they put the spotlight on Generation X the first internet generation to reach adulthood. This was in some ways a fundamentally different generation. They were found to be the first generation that had synthesized their social needs inside their heads and home, whereas previous young adults would head off down the pub. The bedroom of the average young person in the United Kingdom is now an entertainment and conference zone, a little like the bridge of Star TrekThe recent purchases of social networks like that of MySpace by Google tells us something about their utility for attractive targeting both b y advertisers and the future tech offerings that Google is rumored to be announcing before long in the cellular communication area. So far I have mostly referred to the internet, but clearly relatively few people can receive this via 3G right now and these services are expensive (but there is an opportunity there for Fairview too).It is clear that in the technical mix a formidable proactive customer services 2G offering should be launched as well, as we all know that these 2 and 3 G phones are no longer just phones but in some way an concomitant of the identity of the individual.Where this would all lead in terms of software product development I dont have the expertise to predict, but Fairview would surely need their own in house team of software developers. Opportunities for as ubiquitous a product as interactive soccer would clearly show themselves promptly in both mainland Europe and South America where soccer is king, and later, globallyThe beauty of technology of course is that this can be all run from just one location. Adjacent opportunities will be useable too for the skill and experience built by the Information Technology department to be apply elsewhere. There are many customer services functions in the United Kingdom where good provide could be poached for a more interesting jobThis leads to the subject of Brand. Clearly few can tell the Americans anything about brand building. In consumer markets, brand is king and so internet and 2G advertising with product offers would be essential. I repeat that endorsements by top soccer players of the interactive paid for soccer gaming would too be essential if that were part of the offer. It should too watch how Google addresses the market in its next move as that organization seems to have a good feel for the youth/it/ commercial landscapeThe action and execution plan would be carried out most effectively by well trained and prompt new young people to Fairview that have bought into this concept as th ey will sell/merchandise it with real enthusiasm at retail software purchase points. This will be a sales force with all the traditional activity goals, daily targeting and so on A key account manager will set up the contacts with the key partners MySpace, YouTube, etc. and Star Sports and the Premier League to set up the manner of speaking networks, but it will be the marketers that will likely make the most impact by leaflets in the appropriate magazines, advertising boards at soccer grounds, cell phone text message advertising etc.A pre offer tease roadside board adverting campaign could be useful but as this will be a tech offering a key initial task would be to build a potential fee gamers data base by garnering cell phone responses to advertising. The mine of this cell phone response consumer data base should be a key task of an in house customer services team with specific goals to be achieved.ConclusionIt can be cerebrate from the evidence to a higher place is that ther e is a real opportunity to move things on commercially in the tech gaming space and thereby move away from the traditional bricks and mortar gaming concept. This is of course already well under way, but the surface is only being scratched in terms of potential as large sections of the community dont game (gamble) at all as the offer has yet to be put in the right way.This is the right way and indeed many of the tools look already to be in place, if greater use of 3G would be a slight advantage. Much of the above proposal is already out there like United States interactive basketball and Im sure that Fairview know this, but they could crucially deepen the level of interactivity with a virtual FA Cup play by thousands around the world with a trophy handed to the winners before the real FA Cup articulated lorry Final and real players guesting on line in teams.This hype or real celebrity based excitement, a mix of reality TV and virtual reality could gain many millions of subscribers pa ying per game regularly on line, or even women (or men) aspiring to dinner with David Beckham, indeed make such a sea change in the commercializing of ITC that this becomes a legendary breaking of the mould enterprise, the final straw that heart-to-heart the door for a fee based gaming enterprise to clean up. It simply mud then to be seen whether they will have both the vision and resources to turn this into such a paying(a) reality that one day soon it will be as playing a diametric role in redesigning post modern civil society as well.ReferencesGeneration X Demos UK 2000Handbook. 2007. http//www.rjca.org.uk/docs/Handbook_A.pdfPeople before structures Demos UK 2000The Independents Britains new cultural entrepreneurs Demos UK 1999