Marketing mix

In order to make our concept successful, we will base our marketing mix on the 4C’s marketing framework. It seems to be the optimal solution, because the 4C’s put the costumer in the centre of the marketing strategy. Our concept would not be realisable if it did not address their needs.

The 4C’s are based on four pillars which are Client, Cost, Communication and Convenience.

Marketing mix

Client

Unique selling proposition

Our mantra: “We provide you with flexible schedules to learn and enjoy team sports”.

Thanks to our market analysis and survey, we found out what people are looking for in a sport club nowadays is flexibility.

Our innovative sport club will thus combine courses for a large variety of team sports with convenient time-slots and within a large age bracket.

The concept will be made possible thanks to a brand new sport complex, located in Brussels, the capital and most populated city of Belgium. It will be equipped with top-end infrastructures and fields for several team sports (mini-football, basketball, volleyball, hockey and handball) along with an entire team of qualified and level-adapted coaches, selected according to strict skill criteria, that will be put at disposal of the members.

Our main goal is to give an opportunity to practice or to start learning a team sport with people of their level and highly qualified coaches, with unprecedented schedule flexibility and a large variety of sports. Moreover, when sport fields are not being used for courses, it will be possible for members and non-members to rent them, with a more advantageous prices for members.

Positioning

“Team Up!” is an innovative sport club concept that will base its functioning off 4 main values:

Flexibility: A time-slot-matching system will allow people to practice team sports with other members that have similar time schedules, whether it is for learning or fun purposes.

Opportunity: People will be given the chance to practice or start learning the team sport they want.

Simplicity: Team sport sessions have never been so easy to organise thanks to our innovative system.

Quality: Our sport facility will be equipped with high-end infrastructures and qualified coaches, providing an optimal sport experience.

Our brand new sport club concept is one-of-a-kind, given the fact it offers team sport lessons at unprecedented schedules and for all levels, including beginners who have passed a certain age.

In fact, it is often difficult for people over 19 years old to integrate a club. They lack skill and experience and are most of the time assigned to “bench warming”, meaning they do not participate in official games. It tends to make them feel they don’t really belong to the group and does not help them building up their self-confidence and skills. They often find themselves surrounded with well-experienced members that are sometimes even younger than them, resulting in a short club experience for those “late beginners” that will mostly eventually give up on organised sports.

No team sport club is currently able to reach the flexibility we will offer to our members. Thanks to a simple app, they will be able to find other people with similar time schedules and possibly make new friends.

Organising games or training sessions has never been this easy, especially for team sports, as they require an important number of players. Contrarily to other sports, the desire to practice them is thus not sufficient to be able to play them or to train oneself. Making it easy to find other motivated people nearby is a game changer, allowing the practice of fun team sports in a really simple and convenient way.

Eventually, quality courses will be given by highly qualified coaches selected according to strict criteria. An innovation of our club will be the possibility to rate coaches and to give them suggestions through the app, in order for them to get even better at teaching. After a certain amount of bad ratings, members will be offered to opt for another mentor, after they justify the reason of their dissatisfaction.

To conclude, our product is unique thanks to the problem it solves, flexibility, the simplicity it offers and the innovative concept of its app. It will target a wide segment of the population by satisfying its needs with a ground-breaking and unprecedented convenient concept.

Branding

The name of our sport club will be “Team Up!”. We chose it for several reasons. First of all, we wanted to directly promote our concept, which is to give the opportunity to practice a new team sport regardless of schedule and experience. It must thus be fun for them, without a spirit of hard competition, which is often present in other clubs. That is what “Team Up!” is made for.

Besides, it is a catchy name that directly refers to our concept of doing sport with friends. “Team up” simply means making teams and the expression belongs to the sports universe.

Another reason is that the name is quite easily understandable by everyone. In fact, we want to implement our infrastructures in Brussels where people speak French and Dutch. Even though many people speak a correct English in that area, it is important to choose a name that everyone will directly comprehend.

The slogan will be “At any time, let’s sport together”. We chose it for the same reasons as we did for the name “Team Up!”. That motto directly refers to our concept. People will get it easily and it sounds good.

Regarding the logo, we wanted it to be friendly. We chose blue and orange for the brand name and the slogan because those colours have no gender and are quite classical. On this image, the balls and hockey sticks represent the team sports that we offer.

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