Stephen DuffySean BrennanConor GrehanIan DuncanShane Feury

November 2014

Marketing Plan

Strategic Plan

Open a shop in Hammersmith, UK.

Expand beyond online

Bookmaker shop and Punters Corner

(Same concept as Online Betting exchange except in a shop)

IndustryN

umbe

r of P

eopl

e (In

Mill

ions

)

Year

2003 - 2014

Competitors* Online Market

Betfair 22%Bet 365 19%William Hill 15%Paddy Power 12%Ladbrokes 7.5%Sky Bet 4%Bet Victor 4%Others 16.5%

Others

Online Betting and Gaming Market Share %

USP’S 20% better value than competitors

Redefining the boundaries:

Marcom toolsDigital Marketing

WebsiteBetfair.com

Sponsorship

Marcom tools (cont.)

Advertising

T.V. Newspapers Radio

Customer Profile

UK and Ireland

Gender: Male

Age: 25-40

Online

Strategic Plan Open a shop - Hammersmith, London.

Target market Punters Corner Gender: Males Age: 40+ Retired Unemployed Mature Students No specific Income

Action Plan

1. Meet board2. Set objectives3. Allocate budget (Price)4. Identify building (Place)5. Promotion6. Allocate staff7. Open Shop (Place)8. Review after 12 months

Budget

Revenue 1.6

Gross profit 1.5Expenses (.93)

Profit before tax .57

Profit/loss year .45

Presenting and Meeting the plan

S.W.O.T.

Strengths – Offers more options to bet

Weaknesses – Small scale

Opportunities – Expansion

Threats - Competition

The Future

Gain a competitive advantage

Objectives and Timeframes Specific Measureable Achievable Relevant Time bound