MIS PRESENTATION
LONDON JETS ASSIGNMENT
Presented by Group 10
A Kevin Silvacus - 23P064
Abhishek Srivastava - 23P068
Astha Mishra - 23P078
Bhavya Bansal - 23P081
Harshul Jain - 23P089
Sagaram Pranav - 23P105
Srivatsa Patnaik - 23P118
AGENDA
Method of Analysis
Identified Customer Segments
Marketing Strategy for ‘True Fans’
Marketing Strategy for ‘Champions’
Marketing Strategy for ‘Loyalists’
Marketing Strategy for ‘Enthusiasts’
STEPS OF ANALYSIS
Created a pivot table having all the 70 combination of RFM values from the given input data
Calculated the total customer count, no. of transactions per year (num_games) and Total Sales for each of the RFM Combinations
Considered R= 4 or 5 based on the above definition to identify the valuable customer segments for London Jets
Calculated the 80th Percentile of the total num_games (220) and considered the RFM combinations whose total num_games is greater
than 220
Calculated the total sales per customer for each of the RFM combinations in order to identify the RFM combinations whose customers
have spent the most money
RESULTS OF ANALYSIS
Recen Frequ Monet
Segment Name % Sales
cy ency ary
4 4 3 Enthusiasts
4 5 3 Loyalist
5 4 3 Champions
5 5 3 True Fans
MARKETING STRATEGY FOR TRUE FANS (R=5,F=5,M=3)
Ticket Package:
A loyalty card that accumulates points for every purchase that can
be redeemed for discounts or free tickets.
Opportunity to purchase tickets in a 'True Fans' section at a
discounted rate.
Bundle deals that might include merchandise or concession stand
vouchers with ticket purchases.
Exclusive early bird specials for renewing season tickets.
Medium:
Community-focused platforms, like the team's official forums or
social media groups, to foster a sense of belonging.
Email newsletters that include fan stories, team news, and
exclusive fan offers.
Mobile app notifications tailored to their interests and previous
engagement with the team.
Message to the customers:
“As a valued supporter, we’re thrilled to offer you first access to
our best packages and events. Thank you for your loyalty!”
MARKETING STRATEGY FOR CHAMPIONS (R=5,F=4,M=3)
Ticket Package:
Exclusive lifetime or multi-year season ticket offers with the best seats in
the house.
Personalized jerseys or memorabilia that are not available for sale to the
general public.
Invitations to private events with the team, such as meet-and-greet
sessions with players or coaches.
Medium:
High-end, personalized communication such as phone calls or face-to-
face meetings for the most valuable customers.
Exclusive updates and behind-the-scenes content delivered through a
premium section of the team’s app or website.
Message to the customers:
“Your unmatched support has made a significant impact on our team's spirit.
In recognition of your loyalty, we’ve crafted an exceptional package just for
you, offering unparalleled access and experiences that match your
commitment to our team.”
MARKETING STRATEGY FOR LOYALISTS (R=4,F=5,M=3)
Ticket Package:
Season pass with a slight discount to acknowledge their loyalty.
Priority booking for special events and playoff games.
Exclusive access to a loyalty lounge or other in-stadium
benefits.
Medium:
Personalized emails as they have shown a higher engagement
level.
Access to a 'loyal fans' portal on the team's website where they
can manage their tickets and view special offers.
Direct mail with a personal touch, like a brochure of the
season's highlights and a handwritten note.
Message to the customers:
“Your unwavering support has not gone unnoticed, and we want to
thank you for being one of our most dedicated fans. We've tailored
special packages just for you, with all the perks you deserve. Come
and be part of another thrilling season with us!”
MARKETING STRATEGY FOR ENTHUSIASTS (R=4,F=4,M=3)
Ticket Package:
Multi-game ticket packs with a discount to incentivize and
reward their frequent attendance.
Early access to playoff tickets and special events.
Options to upgrade their seats for a certain number of games.
Special edition merchandise bundled with ticket purchases.
Medium:
Personalized email campaigns highlighting their status as top
fans with access to special deals.
Push notifications via a dedicated app if they have shown
engagement with digital platforms.
Social media engagement for those who actively follow and
interact with the team online.
Message to the customers:
“We’ve seen your passion and we love it! To show our appreciation,
we’ve put together a special ticket package just for fans like you.
Don’t miss out on the best seats and exclusive deals designed for
our most enthusiastic supporters.”
THANK YOU