GROUP 11

Sanspareils

Sports Industry
The sports good industry is over a century old and continues to flourish
Punjab and Uttar Pradesh are the major centres in India
Jalandhar in Punjab and Meerut in Uttar Pradesh account for over 75% of total production in
India
Indian manufacturers export about 60 percent of their total production.
The sports goods industry in India is growing rapidly at a rate of about 35-40% and is expected
to cross US$ 3.6 million by 2015.
Cricket is the most popular game in India and is becoming increasingly popular
Entry of multinational brands
Existing players like SG ,SS continue to lead.

ABOUT Sanspareils Greenlands:

Sir Donald Bradman scores a 100 in just three overs...the year 1931. The same year that
another cricketing legend is born in India. Sanspareils Greenlands. Or SG.
Initial manufacturing unit was based out of Lahore
Started its setup in India in the year 1947 at Meerut
1982: Sanspareils Greenlands starts marketing its branded cricket gear under the name
SG
Sunil Gavaskar becomes the brand ambassador for the SG range of cricket gear
2011: SG undergoes an identity makeover- Diversifies its product portfolio to premium
shoes, clothing, eyewear etc

SG, for when you believe, you

become

Product Portfolio
WIDTH
Products

DEPTH

Bat

Balls

Helmets

Gloves

English Willows

Leather

Aero Player

Batting Gloves

Reliant Xtreme

Test White

Carbo Fab

Hilite

King Cobra

Club

Aero Super

Maxilite

Sunny Tonny

League

Aerotech

W.K Gloves

Kashmir Willows

Synthetic

T20i Select

Supakeep

Boundary Extreme

Prosoft

Polyfab

Super Club

RSD plus

Endura

Optipro

Inner Gloves

Nexus Plus

Everlast

Test

offers all the sports equipment related to cricket. It has a large number of variety
h category, and under a wide price range.

MARKETING MIX (4
Ps)
PRODUCT

Bats: English Willow, Kashmir

Willow
Balls: Syntehtic, Leather
Helmets: 30 day return
policy
Life Time Exchange Policy
Gloves: Batting gloves, Inline
gloves

PROMOTION
Mass media Marketing :
Ad campaigns
Magazines Sportstar,
Sports World

PRICE

Wide Price Range

- Kashmir willow bats and
synthetic
balls sold
at low prices
- English willows and leather
balls sold at high price

PLACE
E-commerce through
retailers and sellers
Locations - retail shops
almost in all major cities and
towns

DISTRIBUTION
Direct Distribution Channel
Goods are shipped via courier, through road
via trucks, or through trains
Cost of transport borne by the retailers
Choice of mode depends on urgency of the
order, size of the shipment
Eliminates risk of pirated goods
Reduces cost for the retailers as there are no
intermediaries
Credit Lines are offered only to the selected
retailers

Promotion

Sales Promotion
Sales team of SG visits its dealers once in two months offered by the firm
The sales team visiting also takes notes of the stock that is not selling or
which has more demand over others to know the trend in the market.

Advertising
It majorly concentrates on advertising through the player through his
sports gear during a cricket match
The success of this approach is directly related to the players performance
in the match.

Public Relations: SG predominantly uses PR when there is an important change in the design
of any sports equipment (especially Cricket Bats)
One more important activity of Public relations that SG undertook in
promotion the brand is its launch of SG Cricket School in Kochi.

Major Competitors of SG
SG andSareensports located in Meerut are the biggest suppliers of cricket equipment
SG began in 1932 and focused mainly on experts; in 1982 it started selling in India
SG is the only authorized supplier of balls to BCCI in theRanjicircuit
Bats endorsed by legends such as SunilGavaskarand RahulDravid
Brands such asAdidas, Puma and the like are madein Meerut by contracting to domestic players
SareenSports established in 1969; Main stream player by 1985
Brand ambassadors include Captain Cool MSDhoni
50% of SS bats manufactured is exported
Few domestic companies do not take up contracts from MNCs BDM bats for example