TARGET MARKET

Primary Market

• All people living in the communities of Ennerdale, Finetown, Kanana Park, Vlakfontein, Lawley & Poortjie and those living within a radius of an hour’s traveling distance of the team’s home ground.
• All corporate entities within our region.
• All stakeholders within our region.
  • Niche Markets within the primary market:
  • Rugby community (schools, crèches etc.)
  • Sports and outdoor lovers.
  • Corporates seeking brand exposure or hospitality opportunities through sports events.

 Secondary Markets

• Youth in our region.
• The mass market within our region
• National and International markets.
  • Niche markets within the secondary market:
  • Future rugby players.
  • New markets situated in proximity of schools.
  • International Rugby Unions.
  • International Corporates.
  • International Distributors.

THE MESSAGE

• We are great fun to be associated with – we love life and we love you!
• We want to win - nothing less.
• We are playing a new and exciting brand of rugby.
• We represent every single person in our region/community.
• We want to be the best Club in the province.
• We, the people and the place we represent, are the best in the world.
• You can count on us. We’re here for you
• We want to uplift our community
• We want to expose our youth to career opportunities in sport
• Come and watch us play, you won’t be disappointed.

THE BRAND CHARACTER

• Our positioning is such that it represents not only one segment (Coloureds, Afrikaans speaking etc.) but all people in our region (JOZI).
• Winners
• We identify with a tough city.
• Controlled and focused.
• We are tough until the end. We don’t give up.
• Streetwise.
• We aspire to being sophisticated and self reliant.
• Phantoms have a unique culture.
• Healthy.
• Integrity.
• To be a Phantom means “You never have to go it alone” – we are a team, and you are a part of it.

POSITIONING

• Our positioning will mainly focus on our product “The Club” and the customers’ experience “Live Rugby Action”.
• Representative of all the people in our region.
• JOZI – Our Town.
• Multi positioning for quality rugby – Local and Provincial.
• Tougher than nails.

STRATEGIC MARKETING PLAN

An integrated marketing plan focused on return on investment.

Above-the-line

• Radio
• Print
• Electronic – website, e-mail & sms
• Outdoor

Below-the-line

“Putting the players among the People” to promote the Brand, community involvement and to locally bred hero’s of our players.

• Community road shows.
• School visits and rugby clinics.
• Visit charities, underprivileged and community centres.
• Attend fundraising events.
• Sponsors’ events
• Corporate functions.
• Guest speakers (public appearances).
• Media appearances.
• Phantom rugby festival days.

Additional

• Internet
• Promotions
• Forums
• Customer Relationship Management
• In-house Magazines
• Newsletters
• Printed matter
• Research
• Awards Functions
• Corporate functions
• Golf Days