- Università: SDA Bocconi Asia Center
- Docenti:
Sandro Castaldo
- Studenti:
Jai Nagayach | Kalash Vaishnav, Kevin Mehta, Krati Morandani, Lovely Smita Mishra, Preksha Jain, Simran Arora
Crown strives to be the premier sports bar in Mumbai. Our goal is to be a step ahead of the competition. We want our customers to have more fun during their leisure time. We provide the best viewing experience with your friends and other supporters by showcasing sporting events than anywhere else in the region. Also included for your entertainment is the gaming arena where you can participate and compete in a variety of premium games. We combine menu selection, atmosphere, ambience, and service to create a sense of "place" to reach our goal of overall value in an entertainment experience.
Market & Industry
Crown is a local gathering place where customers can eat food and drink both alcoholic and non-alcoholic drinks. Historically, Crown can build relationship with certain vendors or suppliers to market or increase awareness of specific brands. These sports bar are casual environments generally containing bar stools and tables. There can be entertainment which includes music, live streaming of different sports and playing area which consist of different Games like Pool, Bowling, PlayStation, and Foosball.
According to the reports, 80% of Indians are sports lovers and love to watch sports. Out of that, 30% like to visit clubs for live streaming of matches and 1 out of 4 loves to play in sports bar while watching the live streaming. Special discounts may be offered to increase attendance or draw certain audiences.
Positioning & Targeting
Crown Sports Bar positions itself as a unique concept for all the sports lovers providing services and the best in house experience a sports lover could ask for. We place all our products and services in a premium price segment. Our tagline is battle of champions: We will showcase live streaming of all the major sports along with the merchandises to buy and support you favorite teams and in-house experience of different games like Pool, Foosball, Bowling to bring back your joy, fun and self-love. Our bar will provide you all the entertainment that you need while watching the live streaming. We will turn your game watching experience into positive and sensational one.
Our customers are mainly men, students, or professionals, aged from 19 to 45 years old, who are willing to spend money to have an adventurous experience while watching the sports. They mostly have an average to high income (₹ 10,00,000 to ₹ 40,00, 000 annually) and reside in urban areas. Accessing the bar is easy and enable our customers to discover the different atmospheres, moods, products, and services of Crown.
The store
Crown will be located in the Mumbai suburbs. Mumbai suburbs is chosen as that is in the middle of three districts namely Mumbai, Thane & Raigad. The area has purchasing power and a huge number of sports enthusiasts. Thus, this location is a consistent choice regarding our positioning, targeting, and pricing strategies. The competition is low, as no such concept is present in the area.
Our store layout will stimulate our customers to walk around the different departments by following the free flow concept with glass displays all around. Inside the store, information is given to the customers thanks to fun, aesthetic colors and designs, original displays, and our reliable staff members.
Communication
To build brand awareness, we will market about our bar by both online and offline marketing channels. In offline marketing we will be showing advertisements in the movie theatres, banners and hoardings at different locations, tie ups with the major alcohol brands in India and sponsorship with certain brands.
Following our online strategy where we will be showing advertisements on different platform like Google, Facebook, and Instagram. We will be showing different user experience, offerings along with the trending hashtags to become more visible to users.
Financials
Our main source of revenue will be from the sale of food and beverages followed by merchandise and casual gaming. Total revenues earned from operations in the first year is Rs. 4,76,18,540 which goes on increasing over the next 4 years. We assume a growth of 20% in Food & Beverages and 10% in other revenue streams.
Our operating expenses include Salaries, Marketing, License & Professional Fees, Insurance Costs, Rent, Utilities and Interior Costs Apportioned over 5 years. All the costs have been considered after conducting a thorough research and inquiries for the same. Depreciation is charged at 10% via straight line method. Taxes of 25% are levied on EBIT.
