betfair presentation
TRANSCRIPT
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Stephen DuffySean BrennanConor GrehanIan DuncanShane Feury
November 2014
Marketing Plan
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Strategic Plan
Open a shop in Hammersmith, UK.
Expand beyond online
Bookmaker shop and Punters Corner
(Same concept as Online Betting exchange except in a shop)
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IndustryN
umbe
r of P
eopl
e (In
Mill
ions
)
Year
2003 - 2014
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Competitors* Online Market
Betfair 22%Bet 365 19%William Hill 15%Paddy Power 12%Ladbrokes 7.5%Sky Bet 4%Bet Victor 4%Others 16.5%
Others
Online Betting and Gaming Market Share %
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USP’S 20% better value than competitors
Redefining the boundaries:
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Marcom toolsDigital Marketing
WebsiteBetfair.com
Sponsorship
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Marcom tools (cont.)
Advertising
T.V. Newspapers Radio
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Customer Profile
UK and Ireland
Gender: Male
Age: 25-40
Online
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Strategic Plan Open a shop - Hammersmith, London.
Target market Punters Corner Gender: Males Age: 40+ Retired Unemployed Mature Students No specific Income
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Action Plan
1. Meet board2. Set objectives3. Allocate budget (Price)4. Identify building (Place)5. Promotion6. Allocate staff7. Open Shop (Place)8. Review after 12 months
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Budget
Revenue 1.6
Gross profit 1.5Expenses (.93)
Profit before tax .57
Profit/loss year .45
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Presenting and Meeting the plan
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S.W.O.T.
Strengths – Offers more options to bet
Weaknesses – Small scale
Opportunities – Expansion
Threats - Competition
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The Future
Gain a competitive advantage
Objectives and Timeframes Specific Measureable Achievable Relevant Time bound