i brand | Course Paper

i – Brand

NEW YORK

INSTITUTE OF

TECHNOLOGY

Name: Balaji Sundaram

Student #: 0864092

FALL 2014

1. Statement of Mission

In India where population is touching or more than 10 Billion, the value of the sports goods used

by the Indian sportspersons and Teenagers exceeds nearly 100 Billion and it is increasing at a

rapid rate every year passing by. In India, manufacturing of these Sports is in the hands of few

multinational companies, which is a discouraging factor. The machinery set and tools used are

very expensive and the cost of each set is running into Millions/Billions. Most of the raw

materials used are also imported. Even the middle class people find it very difficult to

comprehend with the expenditure on these sports goods. My products are sports goods which can

be provided at low cost and make it as a brand known as RUNFAST.

“Every Indian Can Win Gold Medal”

For That, I am being a Tennis player who has come up from a middle class family going to brand

myself for this company of mine. The Idea behind branding me is to show how middle class

families can achieve in sports to win a gold medal in Olympics like me.

2. Goals and Objectives

 With me and my brand as a role model, I want at least 10 sportsperson to win a Gold

medal for India in Olympics.

 Every Indian should buy at least one of my products once in a year

 Earn profit for the investors.

 Achieve a significant position in the Sports Good market

 Develop a website to take customized orders

 Define the scope of RUNFAST broadly so as to break into new products and new

markets

 Strategize new promotions to better position the product into the market

2.1 Strength

 India’s majority of populations are middle class families. It is easy for me to attract them.

 At present, there’s no Indian company manufacturing Sports Goods.

 Indian Government has started to provide subsidiaries for Indian Sportsperson to startup a

business related to sports.

2.2 Weakness

 Even though India has a large population, people into sports are very less.

 It might take more years for me brand myself; people of Indian will not take anyone as

role model that easily especially from sports.

2.3 Opportunities

 Once I capture the Indian market, I can enter into other neighborhood companies like Sri

Lanka, Bhutan, Bangladesh, Pakistan and Indonesia.

 Once I brand myself for sports goods, I can start making sports clothing and setup sports

academies with my name.

 I can even setup a Sports drink company

2.4 Threat

 Brands which were started by Indian cricketers in the past haven’t done well.

3. MARKETING STRATEGY