Rugby survey analysis
AprpmTue, 25 Apr 2006 14:53:29 +00002006-04-25T14:53:29+00:0002 9, 2006 at 6:00 p04 | Posted in projects | Leave a comment
Havre Athletic Club Rugby
Rugby survey analysis
Executive summary
After an acknowledgement of HAC Rugby club failures, a few players have decided to change some club organisation points. Its hard work should start by a survey about the club's image, and more generally rugby's image. In fact our main objective is to make the club more attractive for new players and supporters; so we have to know what people think about rugby and how much they would spend to see a match or buy rugby wear…
In order to be sure that our results would be interesting we have intentionally sent our survey to people likely to be of interested in rugby. We have called our survey:"Let’s find out what you think about rugby…"
Introduction
This report will look at:
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survey results
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results analysis
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main points
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recommendations for action
Findings
1 Our survey should show us the main points to change in order to improve our actions. It’s why we have chosen to send it only to people who seem to be interested by rugby: 95% of the people polled like rugby. We have also tried to apply the survey to rugby players in majority in order to have the best answers possible because we think people who live in a rugby atmosphere should have the best advice about it : 45% of the people asked play rugby in a club and only 25% don’t play rugby. Among rugby players, 33% of them have played it for less than 1 year, 20% between 1 and 5 years and 46% play rugby for more than 10 years. We can notice that 65% of respondants are interested in starting rugby.
2 Several ways are possible to make the club earn more money: more partners and sponsors (which is the best way but not in relation with our survey), price of the licences, price of the entrance tickets, merchandising sale… Survey results show clearly that to increase the licence prices is not a good solution because it will make the recruitment more difficult: 38,5% of the people polled would pay 100€ and 16,7% 160€ which is about our prices. To increase entrance tickets could be a good way but we think the price should be very cheap: 65% of the people asked wouldn’t pay to see a match of federal division (our playing level) but 25% could pay 5€. Finally the merchandising sale could be interesting : 55% of the people asked would pay between 10 and 15€ for a t-shirt, 35% would pay 30€ for a sweat-shirt and 47% would pay between 20 and 30€ for a track suit.
3 Last, we would like to know how to improve our appeal, what are the main points on which we have to base our image and our communication policy, and where we have to recruit new players. Results should help us: when we asked people what are the 3 words which best qualify rugby for them, the 3 most named are fair-play, friendly and fight. In another question, we have asked people what are their preferred factors to play in a rugby club instead of another; 63% named the atmosphere first and 33% named the playing level second. We could also notice that the price of the licence is the fourth factor which is the most named (39%). Finally the people polled had to name the best places to communicate in order to recruit rugby players, the most named places are school, university and bar and night-club. An interesting idea could be adopted: internet and specialized magazines.
Conclusion
Several points can be made: it’s not necessary to increase our licence price because we would risk a decrease in our appeal and we could see that the licence price is appoint important in the choice of the club; we can study the sale of different marchandising like t-shirt, track suit…emphasizing images and points which best represente HAC Rugby; the entrance tickets sale could be applied if they are very cheap (about 3€). Last, we have to work on our recruitment policy, focusing our communications in strategic places like schools, university…
Recommendation
We should have a meeting with members as soon as possible to discuss these results and to build a constructive project for our club.
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