Marketing Planning Consultancy Report for Fairview International

During the late nineteen nineties, a thorough strategic review of the British Junior sleeping room of c tot bothying was conducted. It is a kind of parties and charity planets Junior Rotary that has a clearly retro recover to it, unity of the reasons wherefore it had lost 80% of its members (or nodes and merchandiseplace sh atomic number 18) over the previous twenty years. Its members were usually in their 30s, so it was no longer junior at allRadical draw close was taken by the officers of the said group while an other(prenominal)wises simply rearranged the chairs on the deck of the Titanic as the ship continued to go sight. unrivaled of the features of this organization was international couplening where the members visit friends in a international chamber bi-annually and vice-versa. It was proposed that the organization become a travel comp whatsoever mainly to see bands want Robbie Williams, Cold bring and James Blunt play in other countries.Low price flights w ere becoming popular and if you could stay at your twin organization members home (and they yours) you therefore had a very low cost international travel manikin with a purpose the big fishgig. This delivered to a unoceans unityd persons reek of having a salutary sentence having traveled out-of-the-way(prenominal) to rock festivals in my youth. But this was novelty for this retro organization whereas the more(prenominal) 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 fix been defined in the widest practicable terms in effect assert a service to untried people containing real features and benefits that they would instantly perceive to get value and relevance in return for a honorarium. It is surely manifest that all service call has to change with the times. Welf be state sp ending whitethorn reduce the need for charity or terrorism the appeal of travel, never header that, refreshful young person adult generations allow always envision to find sensitive ways to irritate older people. Digital engineering science has revolutionized this landscape (Generation X, 2000).In this short piece of work, I, as the consultant, challenge Fairview to manifestation at their product pass in the broadest possible terms withal. When they expenditure the term looseness, it should simply mean fee generating play. For instance, I cogitate numerous young men (and women) in the get together dry land would like to play for the incline association football team.It should be perfectly possible to design and offer a paid for synergetic entropy Technology peppy where you summation a team, play well and are transferred while you play a crystalizest other teams with team members located all over the rude on your alert call off, timing runs, tackling, and mak ing passes and shots in real time on the screen. It is this soccer offering where the get together Kingdom has the best product in the institution I afford focused on, as unify Kingdom consumers accept to receive live soccer currently. It is two then the dominant market segment for swordplay effectiveness as well as the easiest to bear down a fee for.This then should be the aim for Fairview. To on a lower floorstand what young people indigence and harness the expert schoolnology to deliver a new c erstpt that volition sweep the market. This is all almost distance from the tralatitious bookies. Fairview uses the name chain to describe this market entry. range of a function is the right term, nevertheless not as in the old a chain of bookies but by building customer databases linked by profitable repeat fee found gaming interests for rapid team game building. This is as near to a commissioning 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 new-fashioned society with no overt proscriptions, the reality is that this protestant country has some of the selfsame(prenominal) forces at play as the puritan founders of the United States of the States 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 smoke filled pits of dysfunctional people all also a lot Catholic immigrants from Ireland. Relatively well educated, if you asked the British why they didnt venture theyd say its a mugs game and get rich 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 thirds party services of good merged management to ensure a comfortable retirement.If you look for further secern of this, it is well realisen that no Casino ordain open in the United Kingdom, unless there are large numbers of potential ethnical Chinese gamers living nearby. They impart not get rich on United Kingdom consumers, indeed may not even analyse even (The Independents Britains new cultural entrepreneurs, 1999)..But times change, and just as the stock market now offers a diverse range of derived function instruments, so does gaming. The popularity of the English Premier confederation has lead to the spread riotous phenomenon. If the bakshis teams usually win, the margin of victory is far less current 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 based organizations were generating lot of business in for instance interactive Poker games (People before structures, 2000). B. But clearly there now offers the same kind of oppor tunity for Fairview that stem cellphone researchers enjoy in the United Kingdoms less judgmental society in other ways, so familiar to the Americans, but what exactly is it?.Technology has changed consumer markets especially for young people fundamentally. Living in a poor third creative activity town in a poor third humanness country there are dozens of net profit 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 give 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 profit 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 transactions on the web. People are quite happy to sign up to a site that su its their inner taste and this has hastened the demise of the printed word if pornographic magazines were more likely to applaud 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 move around to get together any more, given the twin threats of urbanization traffic clog and personal certification threats. At their office was the ideal tool to blog instead.Tools like Microsoft courier meant that you could now have an interactive real time conversation. Add a web cam and this is the modern equivalent of the whist drive or stove poker games my parents generation but enjoyed without the need for a skirmish place. Property in the rich and crowded island that is the United Kingdom is notoriously expensive to secure o r rent. How very convenientThe question then to ask is, given this new digital societies range of extensive interactive tools, what will the young people move onto once they tire of their broadly violent and speedy games? Gaming defined as a contest where you place a stake and back your skill has to be the obvious move once these kids are working and have more bullion in their pocket. The opportunity is obvious. But will Fairview be sufficiently verbose to spend marketing resources on creating this market?To do this, their initial make goals will include setting up the soft infrastructure. They will have to work with see 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 th ey are not prepared to spend enough marketing funds on this to go it alone and would rather share the force with competitors in the hope that there is enough business to keep everyone happy. stick with the English soccer on single Sports in Asia. It will be noticed that they urge customer to use their cell phones to make give predictions and so of course 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 target 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 howitzer was basic coined in the nineteen nineties it seemed pretentious, but in position it was right on the money. It seemed that consumers wouldnt buy some things unless theyd seen them first. The feel of somet hing 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 reasons, 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 junior-grade less of an obstacle. What about the social environment though?. People will be free to play these games in public arenas with adjacent familiar players. It just need not be that way.Of course, 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 tone regular forum for their customers.An organization was set up by Tony Blair, the fountain United Kingdom Prime ministers advisor on future policy trends called DEMOS. It was a centre left policy think tank. Most of the action was in far extraneous London but once a year they would hold an event in the uniting 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 oblige 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 Un ited Kingdom is now an entertainment and communication zone, a little like the brace of Star TrekThe recent purchases of social networks like that of MySpace by Google avers us something about their utility for attractive targeting both by advertisers and the future tech offerings that Google is rumored to be announcing soon 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 extension of the identity of the individual.Where this would all lead in terms of package development I dont have the expertise to predict, but Fairview would surely need their own in domicil team of software developers. O pportunities for as ubiquitous a product as interactive soccer would clearly show themselves rapidly in both mainland Europe and South America where soccer is king, and later, globallyThe beauty of engineering of course is that this can be all run from just one location. Adjacent opportunities will be available too for the skill and stick built by the Information Technology department to be utilise elsewhere. There are many customer services functions in the United Kingdom where good staff 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 succeeding(a) 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 they 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 etc. A break identify manager will set up the contacts with the key partners MySpace, YouTube, etc. and Star Sports and the Premier League to set up the delivery 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 comb-out 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 minin g of this cell phone response consumer data base should be a key task of an in house customer services team with unique(predicate) goals to be achieved.ConclusionIt can be concluded from the evidence in a higher place is that there 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 snub 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 form played by thousands around the world with a trophy turn over to the winners before the real FA Cup Semi 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 paying 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 utmost straw that opened the door for a fee based gaming enterprise to clean up. It simply remains then to be seen whether they will have both the vision and resources to turn this into such a lucrative reality that one day soon it will be as playing a pivotal role in redesigning interest 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