Marketing plan of Ingravid Sports 2018.

Abstract

The purpose of this end of degree project is to create a marketing plan for a newcreation business. This will be an online shop based on the sale of ski and snowboarding products as well as climbing equipment, especially bouldering. Ingravid Sports will be an online business selling only high quality products from major manufacturers of the three sports we are keen to sale. Having contacted brands such as La Sportiva, Five Ten, Mad Rock, So Ill, etcetera, from the climbing world and Volkl, K2, Burton, Armada, Jones, Bataleon, Libtech, etcetera, from the skiing and snowboarding world we can definitely say that we are only selling top brands at Ingravid Sports. We have proceeded with a deep cost-analysis in order to create a real image of what the business situation will be. Numbers reveal themselves to be really encouraging as we can see on the Excel document attached. Being an online business reduces cost enormously and so makes it easier to arrive to a breakeven point. Sales needed to cover costs are by no means crazy figures. Being a climber, a skier and a snowboarder I am in real contact with people who practice this sport and have relevant information that has been really useful for this project. Climbers tend to change their climbing shoes 2-3 times a year meanwhile skiers tend to do this once a year maybe once every two years. Being “co-owner” of a private climbing gym that counts with 28 members and having a great relationship of another ones that count with 50 or more members, climbing shoes sales are promising as only by counting this climbers we can expect around 150 sales. Furthermore,Ingravid Sports main strengths are, as we explain on this marketing plan, offering a unique free-shipping service within the European Union, offering a really wide range of products [including So Ill climbing products (new in Spain)] and being the only shop offering free-day-skiing passes for a certain amount of purchase. This is a unique selling-point with which Ingravid Sports counts that no other online business in Spain has. This has been achieved after negotiations with the biggest group of skiing resorts in Spain, Aramon, by which we may offer freeskiing passes to our customers for their purchases. Additionally negotiations are taking place with the highest ski resort in Andorra, Vallnord trying to achieve the same conditions as we have with Aramon. The deep market analysis produced shows this year’s evolution regarding skiing and climbing in Europe. The positive evolution of skiing and snowboarding as well as climbing (increasing in both number of climbers and clubs) at a European and at a national level show figures extremely favourable towards the opening of Ingravid Sports. This idea becomes even more relevant when you see customer and monetary-spending increase. Furthermore, the reality of climbing in the Olympics in 2020 makes it even more interesting, opening the market widely and attracting people to the practice of this sport and so the existence of new clients who want to spend their money. Finally, knowing the importance of social websites on the actual society we are going to invest quite a lot of money by means of an expert company on SEO and SEM in order to achieve a big audience and set ourselves within the first three google-search positions.