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Phase 1: The Pre-Purchase: Digital Advertisements

1. The document provides estimates of the population sizes and viewership/players of soccer in the USA and Europe. It estimates that in the USA there are 32.82 million total population, with 24.3 million viewers and 4.2 million registered players, of which 1.7 million are female and 2.5 million are male. In Europe, the population is estimated at 74.14 million with 54.8 million viewers and 17.3 million registered players, and the male to female ratio for viewership and players is estimated to be higher for males. 2. The document outlines the customer touchpoints and phases of pre-purchase, during purchase, and post-purchase. It provides examples of digital advertisements,

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ARPAN DHAR
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50 views1 page

Phase 1: The Pre-Purchase: Digital Advertisements

1. The document provides estimates of the population sizes and viewership/players of soccer in the USA and Europe. It estimates that in the USA there are 32.82 million total population, with 24.3 million viewers and 4.2 million registered players, of which 1.7 million are female and 2.5 million are male. In Europe, the population is estimated at 74.14 million with 54.8 million viewers and 17.3 million registered players, and the male to female ratio for viewership and players is estimated to be higher for males. 2. The document outlines the customer touchpoints and phases of pre-purchase, during purchase, and post-purchase. It provides examples of digital advertisements,

Uploaded by

ARPAN DHAR
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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1.

  Arriving at guesstimates:  USA & Europe | 17- 35 Yrs | M & F |


a. USA - Population 32.82m > 24.3m viewers > 4.2m registered players > 1.7m female and 2.5m
male > 7% of population loyalists (2.3m)
b. Europe - Population 74.14m > 54.8m viewers > 17.3m registered players > Male: Female ratio
for viewership 3:1, for players even greater > More involvement with the sport here
2. Customer touch points, metrics and consumer journey:
We divided our customer touchpoints into 3 Purchase phases – PRE | DURING | POST
 PHASE 1: The PRE-PURCHASE (Enhance Brand image, popularize products and brand, increase
visibility and mind-space).
Digital advertisements – “Never Give Up!” 30 Sec clips of -> 1. USA Women’s Team (inclusivity) | 2. Man
getting off a wheelchair and putting on shin-pads | 3. Video ads featuring older tales of legends in their
prime (Landon Donovan, Rio Ferdinand, Cafu, Iker Casillas, Dennis Bergkamp, Pablo Maldini etc.)
Phygital – AI enabled Vending Machine stocked with 5 locations (3 Europe, 2 USA) | 5 Machines |
Infinite excitement -> Stand in the circle mark in front of the machine > Scan the QR Code displayed on
the Machine screen with your Instagram camera > Kick the Ball attached, if the power level recorded is
above a threshold level they could win some free goodies (like designer face masks etc). The best video
reactions will feature on our page. 
SEO and SEM
 PHASE 2: THE DURING-PURCHASE (Fully assisted, fast delivery, CRM, flexible services of return, repair)
-> Website | Sales team interactions (over any medium) | Reviews and ratings on e-commerce portals
| Physical store interactions | Newsletter | Social Media Engagement (lucky contest).
 PHASE 3: THE POST-PURCHASE TOUCHPOINTS -
Community Engagement – Sponsoring Education of made-from scratch hidden talents,
Repeat Purchase - The product itself, Our QR code scanner campaign, Warranty and offer reminder
emails, Loyalty points, customer feedback.
3. The Expense sheet – We are saving 6%
4. What the Future Beholds 
Our consumer journey:

Our metrics:
Impressions, Reach per post, Engagement rate, Click-through-rate, Bounce rate, Cost-per-Click, Cost-per-
thousand-impressions, String of actions of customer on our website, Store footfall (Only if stores are working),
Cost-of-Conversion: These metrics give standard views of which segment of the ads are working and which
half is not. Also gives relevancy and ROI parameters.

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