A Report by:

Almalik Rajpari and Janice D’souza.

MES college of Arts and Commerce.

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Acknowledgement
We would like to thank Mr. Lyndon Miranda, the marketing and
media manager of Salgaocar sports club for extending his
unending help and support. We would also like to thank our
professors and colleagues for helping us. Last but not the least we
would like to thank the organizers for entertaining us and
supporting us at every step.

Thanking you,

Almalik Rajpari and Janice D’souza

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Index.

Sr. no. Topic Pg. nos.

1. Football in India 4

2. Football in Goa 5

3. About Salgaocar sports club 6

4. Main Motive behind Promoting Salgaocar 7

Sports Club
5. Target Market 8

6. Strategies For Promotion 9-12

7. Budget Allocation 13-21

8. Reserves and surplus 22

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Football in India

Football in India had started and gaining fame right from the days of the British Empire.
Many football clubs in India took birth during this time. Many organizations’ and clubs;
such as FIFA, are predominant in the game today. Association football is one of India's
most popular sports, and ranked second behind cricket in popularity. It is also said to be
the top sport in the states of Goa, Kerala, Manipur, West Bengal, Mizoram and Sikkim.

In India, the game is administered by the All India Football Federation (AIFF), which is
affiliated to the regional Asian Football Confederation, as well as to the worldwide body
FIFA. The governmental Sports Authority of India administers youth football. The Indian
national team has played several tournaments, like the Asian Cup, the World Cup, etc.
The Indian women's national team has also played in various tournaments.

Indian football is still struggling to meet the standards of international football. This is
due to lack of opportunities for proper training and development of players in the
country.

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Football in Goa

Goa, despite of its small area, raises some of the finest players and
teams in India. The fan following is supportive enough to lift the game
and restore it to the pre-eminent position it once enjoyed.

Goan football gained recognition at a later stage since Goa became a part of the Indian
state after liberation from Portuguese rule in 1961. Goa has a well-organized professional
league, with clubs having their own junior age group teams. Goan clubs are now
increasing their national presence and the major share of credit should go to their
coaches. In times when Indian football is in the process of going professional, Goa has
already stolen a march.

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About Salgaocar Sports Club

Sheer love for the game by late Vasudev M. Salgaocar was the main reason for the birth
of Salgaocar Sports Club as Vimson in 1955. It is located at Vasco da Gama, a
cosmopolitan city in South Goa District. The late Vasudev Salgaocar was a great
enthusiast of sports and he took special interest in football. His dynamic entrepreneurship
in the House of Salgaocar made a significant contribution to the Goan economy. His
main objective was to bring about systematic development in the game. Salgaocar Sports
Club contributed immeasurably towards the enlistment of the game in Goa.

The tradition continues until date by his sons, Shivanand and Dattaraj, and under their
mantle, Salgaocar has been able to win many laurels in football. The club has won
several titles including the Millennium Cup, Edward V Carvalho Memorial Cup, Taca
Goa Trophy, Sait Nagjee Cup, Nehru Gold Cup, Nagpur Rovers Cup, Goa FA
Champions Trophy, Goa Governor's Cup, Durand Cup, Salgaocar Gold Cup, Bandodkar
Gold Cup and Federation Cup.

As the industrial empire of the Salgaocar Group spread, it was the thinking of the group,
that the rewards of business should be ploughed back into the community by way of
helping the youth of the state, to take to the coveted game of football. Above all the
strong commitment to discipline, devotion and fair play - a policy that is keenly followed
even today.

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Main Motive behind Promoting Salgaocar Sports
Club

The main motive behind promoting Salgaocar Sports Club is that a strong brand image is
created in the minds of Goans about this club. Also to build strong brand equity for
Salgaocar as a whole.

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Target Market

• Aggressive marketing (With cost control measures).

• The target market will be the youth and the school-going students.

 Under school going students, the focus will be on students studying in

the primary and secondary section.

 The youth will be the students studying in the higher secondary and
other youth from different villages.

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Strategies for Promotion

1. Adoption of school
Here the club will adopt four schools. The club will provide all financial help to these
schools; it will sponsor them with a ground, buses, jerseys, balls etc. The club will not
provide them with coaches. Whenever there is a match played by Salgaocar, some of
these students will be taken on the ground to the watch the match. In the future, we will
increase the number of schools.

2. Students interactive sessions with the Players

Here the students will have interactive sessions with the players. The senior players will
be sent to a school every month. Here the players will interact with the students play
some games with them, if the students have any queries about football they can ask them;
the players could play a match with the boys just to boost their morale.

Each student will be provided with a jersey and balls will be provided to the school at the
end of the session.

The schools can have Physical Education classes in which they can teach football to the
students. They can have lectures for them wherein the players can have sessions with
them. The students will develop interest in football.

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3. Promotion of the website

The official website of Salgaocar Sports Club will be launched very soon. This web site
will have the E- Member facility. There will be a database directly connected to the press
that will keep them updated about the current happenings and the latest articles. The club
will not call the press every time when they have something new to be published about
the club.

Updating the web site

The web site will be updated to keep their E-members and other visitors well informed
about the current events taking place. The forth-coming events and activities planned by
the club will be displayed on the web site.

4. Mass Media Promotion

a. Radio Jingle

The radio jingle will played on local Radio stations during prime time.

b. Hoardings

Hoardings will be displayed on major junction and convenient places to

attract people.

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 c. Leaflet

Not all people will have access to the internet everyday. We will have a
leaflet published so that these people won’t loose track of what is
happening. They too will be well informed about all the current events.
This leaflet will be published fortnightly and will be given to people free
of cost. This leaflet will contain latest articles and forth-coming events and
activities that the club will organize

5. Adoption of clubs

Clubs of other villages will be adopted and Salgaocar Sports Club will organize various
activities through them. Here the village clubs will be given some players playing under
the Youth Development Program who will be then promoted to the main team. The club
will provide them with all financial help needed by them. Salgaocar Sports Club will
provide them with jerseys, footballs, kits etc. The sports club will sponsor the events they
organized by them.

6. Corporate Social Responsibility

Under Corporate Social Responsibility, Salgaocar Sports Club along with their parent
company will organize:

a. Health camps

b. Blood donation camps

Make people feel as a part of the club.

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7. Youth Development Program

The Football League Youth Development department was established in 1998 to

administer and support the Football League Clubs and to provide a holistic approach in
the development of young elite football players with the potential of achieving a
professional career in football.

The department has developed, progressed and grown over the years to become a strong
dedicated team of staff who strive to provide high quality service and advice to Clubs and
players. The Department's overall purpose is to support and assist its Clubs in raising
standards at Schoolboy and Youth level for the Football League Academy and Centre of
Excellence Programmers. The core values and objectives of the Youth Department are to
provide a comprehensive monitoring and inspection structure based on agreed quality
standards. We seek to provide fair and consistent consideration in all areas relating to
Youth Development.

The Department's overall purpose is to support and assist its Clubs in raising standards at
Schoolboy and Youth level for the Football League Academy and Centre of Excellence
Programmers.

8. Foreign Tours

The club can have friendly matches with foreign clubs in gulf countries. This will
increase the awareness about the brand Salgaocars and could be a good market for their
merchandise etc.

Another advantage could be that the NRI fans or others provide some sort of financial
help for the Youth Development Program carried out in Goa.

9. Fan Clubs

The club is going to have Fan Clubs that will hold regular meetings with the members
who join the fan club and they will get the feed back about the Sports Clubs performance,
the areas they need to improve and what else is to be done.

The people joining in the Fan Club will get special offers and discounts on the tickets.

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Budget Allocation

1. Adoption of schools.

Four schools: One team from each school (15 players)

Total 60 players

Rate of jerseys: Rs 120 X 60 players = Rs 7200.

Footballs: Rs 250 X 80 footballs = Rs 20000 *

*each school 20 footballs

Shoes: Rs 300 X 60 pairs = Rs 18000.

Total = Rs 45200

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2. Students interactive sessions with the Players

12 schools approximately 300 students per school.

Each month players will visit one school

Total number of students to be interacted within the first year:

300 students X 12 schools = 3600 students

Merchandise (caps, bags etc)

Cost of caps: Rs 50 X 3600 students = Rs 180000.

Cost of bags: Rs 100 X 3600 students = Rs 360000.

Total = Rs 5, 40,000

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3. Promotion of the website

Building of the website Rs 15000.

Up gradation and maintenance Rs 25,000

Total = 40,000.

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4. Mass Media Promotion

• Leaflet
Printing and distribution = 50,000

• Hoardings
20,000 per hoarding for one month

12,000 for the design

20,000 x 6 = 1, 20,000

Total= 1, 32,000

Therefore for 2 hoardings total= 1, 32,000 x 2 = 2, 64,000

• Radio Jingle
Tie up with local radio stations, which will broadcast the jingle during prime time.

The club will pay the radio station an amount of rs.1, 50,000. This will be divided
in three parts i.e. rs50, 000. The entire year will be divided into 3 parts (i.e. 4
months each).

The radio station can spend Rs50, 000 for 4 months

50,000 x 3= Rs 1, 50,000

Each season of 4 months will have at least 16 insertions during prime time
broadcast.

16 x 3= 48 insertions for the entire year

Total for radio jingle = Rs 1, 50,000

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5. Adoption of clubs

Adopt two existing village clubs

Financial assistant Rs 2, 50,000 per club

Total = Rs 5, 00,000

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6. Corporate Social Responsibility

Spending at Health camps = Rs 1, 00,000.

Spending at Blood donation camps = Rs 1, 00,000.

Total = Rs 2, 00,000

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7. Youth Development Program

75 young players

Rate of jerseys: Rs 120 X 75 players = Rs9, 000.

Footballs: Rs 250 X 50 footballs = Rs 12,500

Shoes: Rs 300 X 75 pairs = Rs 22,500.

Pads: Rs 100 (per pair) X 75 = Rs 7,500

Two Coaches for 5 months, Rs 30,000.

Total cost of payments for coaches = Rs 3, 00,000.

Ground charges Rs 8000 per month hence 5 months = Rs 40,000

Extra reserves Rs 28,500

Total = Rs 4, 20,000

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8. Foreign Tours

Travelling and staying cost = approximately Rs 7, 00,000

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9. Fan Clubs

Meetings = Rs 5,000.

Rallies = Rs 2,000.

Food = Rs 3,000.

Reserves = Rs 5,000.

Total = 15,000

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Reserves and surplus

Total amount remaining from the budget allocation = Rs 20, 75,800.

The reserves and surplus will be used for the next two years for further promotion of the
club.

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Salgaocar sports club will surely be successful in the near future.

Hoping the best for them!

THANK YOU!!!!!!!!!!!!!!!!!!!

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