Executive Summary

On these present days, football jersey is considered more than just a jersey. It is also
symbol of pride and love towards the club for the football enthusiasts. Some people
do collect football jerseys for their hobby. As the time goes by, collecting football
jersey is not only considered hobby, but also passion, even business opportunity for
some people. Football jersey collectors collect the vintage jerseys that have historical
value behind it, and then re-sell it later at higher price.

It was found that the demand of football jersey is high, and it is getting higher these
past two years (Andi 2009), but there is only one shop in Jakarta that specialized in
selling football jersey and accessories. Ironically, the existing shop could not satisfy
the demand of the football enthusiasts and the football jersey collectors. The
customers were disappointed on their overall service. On this time around, the football
jersey collectors and the football enthusiasts who are seeking for original jersey thus
depend on the online forums and E-Bay. They are also looking for a one stop football
shop that not only provides football jerseys and its services, but also the place to bond
the relationship between football enthusiasts.

On this research, I will determine the demand of football jersey in Indonesia,

especially Jakarta, then address some issue regarding the business opportunity related
with football jersey. There will be several market differentiations with the existing
shop, Toko Sepakbola, to distinguish the business better. The research objective was
addressed using combination of surveys and interview with specific target audiences.
Then, for the final outcome, I would like to distinguish new venture based on football
jersey and the services related to it as its main product, with football accessories as the
secondary business, to cope with demand of football enthusiasts and football jersey
collectors in Jakarta, Indonesia.

1
 Table of Contents

Executive Summary…………………………………………………………………...1
Table of Contents……………………………………………………………………...2
1. Introduction………………………………………………………………………..4
1.1 Case Study of Research…………………………………………………...5
1.2 Research Objectives……………………………………………………….5
1.3 Methodology of Research…………………………………………………6
1.4 Outline of the Research……………………………………………………6
1.5 Limitations………………………………………………………………...6
2. Orientation…………………………………………………………………………6
2.1 New Venture Creation and Entrepreneurship Defined……………………6
2.2 Demand for Sporting Goods………………………………………………7
2.3 Marketing………………………………………………………………….8
2.3.1 Marketing Definition……………………………………………8
2.3.2 Core Marketing Concepts……………………………………….9
2.4 History of Football Jersey………………………………………………..11
2.4.1 The Victorian Period (1857-1899)……………………………..12
2.4.2 The Twentieth Century (1900-1939)…………………………...13
2.4.3 The Post War Period (1946-1962)……………………………..16
2.4.4 The Sixties and The Seventies (1962-1979)……………………
16
2.4.5 The Eighties – The Market Rules (1980-1989)………………...18
2.4.6 The Nineties (1990-2000)……………………………………...19
2.4.7 Present Days (2000-now)………………………………………21
2.5 Classifications of Football Jerseys……………………………………….22
2.5.1 How to Differentiate Fake Jersey and Original Jersey…………24
2.5.2 How to Differentiate Player Issued Jersey and Replica Jersey...27

3. Data Collection and Analysis……………………………………………………30

3.1 First Method: Interview…………………………………………………..30
3.2 Second Method: Survey………………………………………………….32
3.3 Survey Results 1 …………………………………………………………32

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 3.4 Survey Results 2………………………………………………………….37
3.5 Data Analysis…………………………………………………………….43
3.5.1 Analysis on Consumer Markets………………………………..43
3.5.2 Analysis on Target Market and Segmentation…………………44
3.5.3 Analysis on Setting Product Strategy…………………………..45
3.5.4 Analysis on Designing and Managing Services………………..47

4. Key Activities, Processes, and Events…………………………………………...48

5. Key Learnings…………………………………………………………………….49
5.1 Main Learning from The Findings……………………………………….49
5.2 Recommendations for The New Venture on Football Jersey Business….50
5.3 Implementations for The New Venture on Football Jersey Business……51
5.4 Limitations for The New Venture on Football Jersey Business…………52

6. Conclusion………………………………………………………………………...53
References……………………………………………………………………………54
Appendix A…………………………………………………………………………..57
Appendix B…………………………………………………………………………..61

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 1. Introduction

New venture creation is related with entrepreneurship. It is a tool for people to create
their own economic opportunity, and also social mobility. It is the innovation that
holds the key to success, and also creativity on searching opportunities on business.
Entrepreneurs need to take risks, both financially and personally, and smart
entrepreneurs might be able to reduce the risks with calculations and planning.
(Timmons & Spinelli Jr. 2008)

Football, which in Australia or U.S. called as soccer, is the most popular sports in the
world, (Quinn, 2009) and also very popular in Indonesia. People will sit and watch
together many football games across Europe, and cheer for their favourite teams. One
important football accessories that quite matters for the football fans in Indonesia is
the jersey.

Basically, jersey is somehow what the players wear on the pitch. But, at these present
days, football jersey is more than just jersey. It is a symbol of pride and love for the
fans towards their beloved club. Eventually, some people see football jerseys as
collectibles. Jersey collectors will collect their favourite teams’ jersey from time to
time if possible, to show their love towards the club. Some people collect the jersey
not just from their favourite teams (Andi 2009). They also collect jerseys from various
clubs and from various nations. The value of the jersey will rise significantly if there
are some historical values behind it. The easiest example when the value of football
jersey will be expensive in the future is when a football club reached their centenary
age, or 100 years anniversary. They usually create one unique jersey, which only
appears once in a lifetime. (Ferdiansyah 2009)

At this time, only one specific shop in Jakarta who sells football jersey and original
accessories. The name of the shop is Toko Sepakbola (Football Shop is the English
translation). Sports equipment retailers do sell football jersey as well, but there are not
many selections of football clubs to choose. At Toko Sepakbola, sometimes they sell
fake replicas without telling the customer the truth. Lack of knowledge in football

4
jersey is the main reason why they are able to trick the customers easily. On the other
words, this current football jersey shop is not dependable for true jersey collectors in
Indonesia, especially Jakarta, since they are looking only for the original jersey;
instead, they are selling fake jersey. (Jersey.Forumotion.com, 2009)

So, the problem is how to create more dependable football jersey shop that might
satisfy the customer needs. In this case, since the market of football jerseys is
significantly increasing in Indonesia, (Obtained from one member of the forum of
jersey.forumotion.com), I would like to establish one new venture creation, that will
cope the demand of dependable shop that only sell original jerseys, patches, fonts,
accessories, and services. To differentiate ourselves from the other shop, we will
create some differentiation strategy on our shop, to add entertainment aspect to the
shop, to gain more profits, and to create bonding between ours and the customers.

1.1. Case Study of Research

The research will focus on capturing and determine the market demand of football
jersey in Jakarta, Indonesia. Then, with these data, I will determine that selling
football jersey is a very good business opportunity and to show how big the euphoria
of football jersey in Jakarta. The project will cover some of my MBA subjects such as
New Venture Creation, Entrepreneurship, Strategic Marketing, and Branding, with the
focus on Strategic Marketing and Branding.

1.2. Research Objectives

The research has the aim to determine the market of football jersey, especially in
Jakarta, Indonesia. The euphoria of interest in football jersey could not be balanced
with the proper service. The end and the result of the research will provide the
conclusion of the need to establish one stop football shop that specialized on football
jersey and its services based on the market demand.

5
1.3. Methodology of Research

The Primary data will be obtained from online survey in Kaskus, the biggest online
forum in Indonesia as qualitative method to obtain the data, and for quantitative
method, personal interview with one of the avid and could be considered legendary
football jersey collector. The secondary data will be obtained from journals, articles,
and websites.

1.4. Outline of the Research

This research divided into six chapters, including this Introduction. Chapter two is the
Orientation; then data collection & analysis are described on chapter three. On chapter
four are the key activities, processes, and events from the data analysis gathered.
Implication from key findings and recommendations are provided in chapter five and
the last chapter, the conclusion from this research.

1.5. Limitations

Due to the limitation of time and capital to do the research, I will take limitations
when comparing some football jerseys. I will state the year of jersey I compare, but
only from that particular year, and I will limit only the two leading brands sponsoring
football clubs to be compared. Hopefully, in the future my data analysis will be useful
to conduct further research

2. Orientation

2.1 New Venture Creation and Entrepreneurship defined

New venture creation is a set of behaviours undertaken by individuals who detect an

opportunity and engage in starting a new business (Baptista et al 2006). Venture
creation does not happen by accident. It requires directed effort exerted over time. In
other words, direction, effort, and persistence over time are the three pillars of

6
motivation (Spector, 1996). Since late 1980s, entrepreneurship and new venture
creation have increasingly popular around the society.

New venture creation is very complex and multidimensional. New venture creation
also related directly with entrepreneurship. There are many definitions regarding
entrepreneurship. Morris (1998) found 77 different definitions in a review of journal
articles and textbook over a five-year period. Timmons (1997) defined
entrepreneurship as a way of thinking, reasoning, and acting that is opportunity
driven, holistic in approach, and leadership balanced, while Venkataraman (1997)
define it as about how, by whom, and with what consequences opportunities to bring
future goods and services into existence are discovered, created, and exploited.

On this football jersey related business, it might also considered as new venture
creation, since there is only one shop that has specialities on selling football jersey.
Since that particular shop still does not have the ability to cope with the demand of
football enthusiasts and football jersey collector, we might consider this as
opportunity for opening business related to football jersey.

2.2 Demand for Sporting Goods

Sport is now recognised as an important sector of economic activity, part of the

increasingly important leisure industry. Although sport is not the largest sector of
leisure industry, but it is one of the fast-growing industry in these present days. Sports
goods industry faces a very high volatility of demand and very various segmented
market (Andreff 2009 p.27). There is also high demand on football jersey, which
might be included on sporting goods category. Football jersey demand is increasing
significantly, not just in the world, but also in Indonesia. We will see later on this
chapter of how football jersey could be considered as business opportunity.

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 2.3 Marketing

2.3.1. Marketing definition

Marketing, as defined by American Marketing Association (2009), is the process of

planning and executing the concepts, pricing, promotion, and distribution of ideas,
goods, and services to create exchanges that satisfy individual and organizational
objectives. Marketing deals with identifying human and social needs, or on the other
words, how do we sell our products or services into the hands of the customer.

Every business needs marketing implementation on the process. Marketing also

required to be maintained and managed, it is called marketing management.
Marketing management defined as the way of choosing right target markets, thus
getting, keeping, and achieving more customers through creating, communicating,
and delivering superior customer value (Kotler et al 2008)

The simple way to illustrate marketing is through this flow chart below.

Figure 2.1 A Sample Marketing System

Source: Kotler 2008 p.10

Sellers and buyers are connected by four flows. The sellers send the goods and
services, using communication media, such as advertising, direct mail, brochures, to
the market, and later, they will receive money and information. These processes are
on outer flow of marketing. From the inside flow, it shows the exchange process of
the money for goods and services. (Kotler 2008 p.10)

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2.3.2 Core Marketing Concepts

2.3.2.1 Needs, Wants, and Demands

Needs are the basic human requirements. Air, food, sunlight, clothing, water and
shelter, are the easy examples of the needs. Maslow describe needs on five categories,
with the lowest level is physiological needs, and the highest level is associated with
self-actualization needs.

Figure 2.2 Maslow Hierarchy of Needs

Source: Mishra 2009, Marketing Concepts Slides

Wants are something people are interested of, to satisfy their need. Needs become
wants when they are directed to specific objects that might satisfy their need. For
example: when people thinking of something sweet, they will automatically think
candy. Wants if combined with buying power, it will be demand. Demands are wants
for specific products backed by an ability to pay.

Football jersey could be categorized as needs for specific people. Some of them buy
football jersey to support their beloved team, but some of them also consider the value

9
of the jersey. The demand of the football jersey in Indonesia is now arise significantly
these past 3 years. People in Indonesia, especially Jakarta start to buy football jersey
more often, not just the original products, but also the counterfeit jerseys as well.
(Andi, 2009)

2.3.2.2 Target Markets, Positioning, and Segmentation

People will not buy same products, so that is why the marketer needs to find the right
people to buy the product or service with the greatest opportunity (Kotler et al 2008).
The segment served by the firm is called the target market. Positioning means what
makes your product is worth to buy. The market offering is customized to the needs of
the target market.

For this new venture I proposed, the target market will definitely the niche market,
because the customers gave a distinct set of needs, and they will pay high price for
something that really could give them satisfaction (Kotler 2008 p. 228)

Segmentation market consists of a group of customers who has the similar needs and
wants. The marketer’s job is to look for the segments and decide which one they
should target for, or in other words, the segmentation was not created by the marketer.

2.3.2.3. Branding

American Marketing Association (2009) defined branding as name, term, sign,

symbol or design, or a combination of them intended to identify the goods and
services of one seller or group of sellers and to differentiate them from those of other
sellers.

On branding, the marketers should understand the needs and the wants of the
customers, and also the prospect of the brand itself. A strong brand is very important
on today’s market, since the competition of getting customers is very intense. Brands
help the company to simplify product handling, help to organize the inventory and
accounting records, and also offer the firm legal protection for unique aspects of the
product (Kotler 2008 p. 260).

10
Brand equity, defined as the added value endowed to products and services (Kotler
2008), and this brand equity is very important intangible assets for the company, as it
provides the psychological and financial value. Strong brands will create good
perceptions of product performance.

Brand Equity needs to be built, especially if we are creating new venture. People’s
perception towards new company often reflected by how the impression the new
company gave on the first time they open the business. According to Kotler (2008),
there are three main ways to build the brand equity:

1. The initial choices for the brand elements or identities making up the brand.
(Kotler, 2008, p.270)

2. The product and service and all accompanying marketing activities and
supporting marketing programs (Kotler, 2008, p.270)
3. Other associations indirectly transferred to the brand by linking it to some
other entity. (Kotler, 2008, p.270)

All the brands have boundaries. Multiple brands are considered necessary to get
through over many market segmentations. By creating multiple brands, it will be very
beneficial to the company in order to attract more customers who are seeking for more
variety on their wants. (Kotler, 2008, p.292)

2.4 History of Football Jersey

United Kingdom was the origin of the football. I will describe brief history about the
development of football jersey in Britain.

2.4.1. The Victorian Period (1857-1899)

11
The students at the Cambridge formed football club there, but at the first time, it was a
chaos since there was no consensus on the rules. The first attempt to draw up a
uniform set of rules took place at Cambridge University in 1848. Although the
originals are lost, a set of Cambridge Rules from 1856 survives in the library of
Shrewsbury School.

In 1863 leading players formed the Football Association and made up the first set of
national laws of the game, drawing upon the Cambridge Rules. There were no
uniform kits or jerseys; players would turn out in whatever they would like to wear,
coloured caps, scarves, or sashes over cricket whites.

The introduction of the English FA Cup in 1871-72 was the turning point for English
football, as it required all participating teams to play by the FA Rules. Furthermore,
the difficulty of telling two teams apart prompted one newspaper correspondent
reporting on Birmingham Association's appearance in the FA Cup to write in 1879:

"In football it is a most essential point that the members of one team should be
clearly distinguished from those of the other. The only way this can be effected is
for each club to have a distinct uniform as the diversity of dress displayed yesterday
not only confused the members of the team but the spectators were quite unable to
say whether a man belonged to one team or the other."

Picture 2.1 Royal Engineers FC with their jersey at FA Cup Final 1872
((http://www.historicalkits.co.uk/Team_Photos/royal-engineers-1872.jpg)

12
The first uniform kits were founded around 1870. The first manufacturer of sports
wear in the UK was Bukta which was established in 1879. In 1891 Aston Villa wore
claret jerseys with contrasting light blue sleeves and a distinctive neck band for the
first time. Different shirts were adopted over the following two seasons before this
style reappeared in 1894, remaining substantially unchanged for over 60 years. This
combination was the first truly iconic football shirt and was widely copied.

Picture 2.2 Aston Villa’s Jersey that brought change over English Football
(http://www.historicalkits.co.uk/Aston_Villa/photos/aston-villa-1891-400px.jpg)

One of the difficulties of recording kits from this period is that until 1890, there was
no requirement on clubs to register their colours with the Football League so we must
rely on press coverage and other sources. Until 1914 the UK textile industry imported
dyes from Germany and there was no standardisation of colour until 1930. But, by the
end of the century, most of the leading clubs at UK were wearing stripes that would
be recognizable today. (Moor 2009)

2.4.2 The Twentieth Century (1900-1939)

By 1904, shirts and shorts were close fitting and made from tough, heavyweight
natural fibres. Socks were in plain colour at first but the design features such as
contrasting rings on the turnover began to appear. The main socks colour was always
dark (usually black or navy blue or, less frequently red or royal blue): pale colours did
have not appeared yet until the next fifty years.

13
Shirts with laced crew necks became popular during that time but a variety of collar
designs were also evident. Unusual designs that appeared in this period included
yoked shirt (most prominently worn by Bradford City when they won the FA Cup in
1911) and the bold V design (Clayton Orient and Birmingham)

Picture 2.3 Bradford City Jersey with the bold V design

(http://www.historicalkits.co.uk/Bradford_City/photos/bradford-city-1910-11-300.jpg)

In 1909 goalkeepers were required to wear different tops so that the referee could
differentiate them with the outfield players; previously they wore the same shirts as
the outfield players. There were no specially produced top shirts for goalkeepers who
normally wore heavy woollen sweaters, often with flat caps to keep their sight clear
from the sunlight.

Bukta's domination as suppliers of football kits was met into a challenge by a new
company established in 1920, Humphrey Brothers Clothing, which later became
Umbro in 1924. During the 1930s, there were several innovations to the jersey’s
design. Everton FC added a stripe to the sides of their shorts in 1930, the first time
that this style of trim had been seen in the twentieth century. In 1933, Herbert
Chapman introduced a radical new look to the Arsenal FC jersey by adding
contrasting sleeves and navy stockings with narrow white hoops and a very large
collar. Chapman was the one to introduce squad number at the back of the jersey.
(http://en.wikipedia.org/wiki/Herbert_Chapman)

14
 Picture 2.4 Arsenal jersey on 1934-1935
(http://www.historicalkits.co.uk/Arsenal/photos/arsenal-1934-35-400px.jpg)

In the 1933 FA Cup final between Manchester City and Everton, numbers were worn
on players' shirts for the first time: Everton's players got the numbers from 1 to 11
while City's shirts (picture 2.5) from 12 to 22. (Moor 2009)

Picture 2.5 Manchester City back jersey vs Everton on Final FA Cup 1933
(http://www.historicalkits.co.uk/Manchester_City/photos/manchester-city-1933-facup-final-
2.jpg)

15
2.4.3. The Post War Period (1946-1962)

During the early 50’s, most clubs still depend on their traditional designs with only
minor alterations to shirt and stocking trims. The pale socks appeared on this era, and
by the end of the decades, white socks appeared as well. In this period, Umbro created
a breakthrough for football kits by creating new streamlined kit, featuring sleek V-
necks instead of heavy collars. Cotton shorts cut much shorter than before, and these
new look were quickly adopted by all the football clubs across UK and Scotland.
Some innovative designs also appeared, most notable of these was the candy striped
shirt first worn by Manchester City when they won the FA Cup in 1956.

Picture 2.6 Manchester City 1956 candy jersey

(http://www.historicalkits.co.uk/Manchester_City/photos/Manchester-City-1956-facup.jpg)

Lightweight nylon socks replaced the old heavy woollen ones, and bulky shin pads
became considerably lighter, reducing the familiar bulky outline. Boots also became
considerably lighter and were now cut away from from the ankle, reducing support
and protection while allowing greater agility and ball control. (Moor 2009)

2.4.4 The Sixties and Seventies (1962-1979)

Around 1962, the crew necks replaced the popularity of V-necks, the jersey became
tighter, the shorts became shorter, and the socks also became lighter. Long sleeves
also became popular again rather being rolled up to the elbow. The advancement on

16
technologies in textile manufacturing and dying also brought innovation on the kit
design. In the 1960’s for the first time also, they put numbers on shorts as well.

Picture 2.7 Leeds United and Manchester United jersey during 60’s
(http://www.historicalkits.co.uk/Leeds_United/photos/leeds-united-1968-69-400px.jpg)

In 1969, the manager of Aston Villa, Tommy Docherty, introduced a radical redesign
of the club’s traditional strip featuring a collar with V inset. Some clubs did some
innovations with their jersey, and then put some variations on their traditional look, to
make them more recognisable. Crystal Palace for example, introduced a wonderful
white strip with broad claret and light blue panels in 1971.

Picture 2.8 Crystal Palace 1971 jersey

(http://www.historicalkits.co.uk/Crystal_Palace/photos/crystal-palace-1971-72-400px.jpg)

During 1973, Leeds United manager Don Revie, brought a major revolution in jersey
industry. With his vision of commercial thoughts, he made a deal with a brand new kit
manufacturer, Admiral, followed by their proposal to redesign the club's jersey in
such a way that the result could be copyrighted and the replicas could be sold to the
general public, then later the club could receive a royalty for each replica sold.

17
 Picture 2.9 Leeds United Admiral jersey that brought revolution into jersey world
(http://www.historicalkits.co.uk/Leeds_United/photos/leeds-united-1974-75-yellow-400px.jpg)

Towards the end of the 1970s there was increasing pressure on clubs to feature
sponsor’s logos on player’s shirts, pressure that was resolutely resisted by the football
and broadcasting authorities. The first ever sponsorship deal was done by a football
team from West Germany, Eintracht Braunschweig who wore the Jägermeister logo
type on their jersey in 1973. The first shirt sponsorship deal inside UK was proposed
by Derek Dougan, which made one company from Kettering, Kettering Tyres the
UK's senior clubs was brokered by former Wolves striker Derek Dougan, who
sponsored Kettering Town in the Southern League, and the company name appeared
on the players' jersey in a match against Bath City on January 24th 1976. (Moor 2009)

2.4.5. The Eighties – The Market Rules (1980-1989)

During this year, TV Broadcasting was starting to go

on air, to broadcast live matches across UK. But they
refused to broadcast matches if the team has branded
jerseys, and this case happened to Coventry City
Football Club, that had Talbot as their sponsor on
the shirt. They asked Coventry to made new
alternative jerseys for televised games.
Picture 2.10 Coventry City jersey
(http://www.historicalkits.co.uk/Coventry_City/photos/coventry-1981.jpg)

18
But finally, at 1983, they allowed the sponsored shirts
to be shown. Adidas for the first time entered UK to
make the sponsorship with Manchester United (1980)
and later followed by Liverpool (1985). Later on, many
sport equipment retailers raced on developing replica
kits. The domination of Umbro and Bukta on were
wiped out slowly by foreign retailers. Le Coq Sportif
(France), Adidas (Germany), Patrick, Matchwinner and
Hobott (UK), Hummel (Denmark) made their presence
to the market.

Picture 2.11 Southampton FC Hummel jersey

(http://www.historicalkits.co.uk/Coventry_City/photos/coventry-1981.jpg)

At the end of the 1980’s, the jersey were replaced with new lightweight fabrics, and
the design also improved significantly, and so did the productions, allowed very
complex design to be woven or printed into the jersey fabrics. During this time also,
cheaper version of the replica kits also appeared. (Moor 2009)

Picture 2.11 (left) Samples of cheap counterfeit/fake jerseys.

(http://www.historicalkits.co.uk/_images/counterfeit_shirts.jpg)

2.4.6. The Nineties (1990-2000)

This era was a big revolution on football industry. Football is not just a sport; instead,
football was transformed into big marketing and promotion opportunity. The

19
marketing of replica kits made the jersey easily obtained by the supporters, and
everyone who considered himself to be a loyal supporter, expected to wear the jersey
during the match day. The design also turned to be much better and much in style, as
it could be worn as tops with jeans.

During the FA Cup final of 1991, Tottenham Hotspur, set the new style on their jersey
by turning out in long, baggy shorts. Many people saw them and said that their jersey
was weird-looking, but within no time at all, every team in the England and Scotland
followed and adopted their style.

Picture 2.12 (Upper) Tottenham’s 1991 revolutionary

jersey, and (Right) Manchester United 1993 away jersey.

(http://www.historicalkits.co.uk/Tottenham_Hotspur/photos/spurs-1991-400px.jpg)

Picture 2.13 Samples of various patches

(http://cdn2.ioffer.com/img/item/121/482/919/o_q9i9fNDjqPFAYqO.jpg)

20
The British Premier League pioneered the addition of sleeve patches, later these
patches will vary not just to mark what competition the club are competing at, but also
to show that that particular club has achieved some prestigious achievements. (Look
at the picture above).

Player's surnames were first printed on the back of players' shirts after the Premier
League was launched in 1992, which it could be considered as a smart marketing
strategy, as fans could now pay extra for the privilege of having their idol's name,
even their own name, printed on their replica jersey. These new innovation not only
add value to replica kit sales but also make the acquisition of match worn shirts more
desirable and valuable. (Moor 2009)

2.4.7. Present Days (2000-now)

Nowadays, the design of the jersey turned out to be simplistic, and more various
design appeared to mark the revolution of the jersey. Tottenham Hotspurs with
Kappa as their sponsor introduced the Kombat-style range jersey in 2002, made
mostly from lycra, to emphasise the physique of the players, but failed to attract the
fans whose body shape are not as good as the players.

Picture 2.14 (left) Tottenham 2002 home kombat-style

jersey
(http://www.historicalkits.co.uk/Tottenham_Hotspur/photo
s/spurs-2002-200px.jpg)

For the major European clubs, sales on jersey will

create annual revenue streams for million Euros. All

21
the Premier League teams required to have three sets of jerseys: home, away, and
third jersey. In case if the away team have almost the same colour on both of their
home and away jersey, then the away team will use the third jersey.

During this era, some clubs produced special

anniversary jersey, to commemorate special events.
For example, Everton FC from Liverpool launched
special edition pink jersey to support Breast Cancer
Research in 2007. Some clubs also celebrates their
centenary year then they produced once in a lifetime-
jerseys, which made the value rocketed-high later
years to come.

Picture 2.15 (right) Everton 2007 special pink jersey

(http://www.historicalkits.co.uk/Everton/photos/everton-
2007-charity-shirt.jpg)

These present days, the interests on football shirts are very high, supported by the
internet technology to make the process much easier, collecting replica and match-
worn jersey has become a serious business, and even the rare match-worn shirts could
be valued hundreds of pounds. (Moor 2009)

2.5 Classifications of Football Jerseys

There are two types of football jersey in general, authentic and replica. Replica is the
most common that exist on the market, and the cheapest compared with the authentic
ones. Since 1990’s, the era of commercialization of football jersey has risen
significantly, thus make the club create these two categories of jersey (Wirastomo
2009).

Authentic jersey is more expensive, because the materials used are different with the
replica. The materials for the authentic jersey are the same with the actual players on

22
the pitch. The jerseys are designed for comfort and flexibility. Classifications of
football jersey will be described on table 2.1.

No. Types of Jersey Descriptions

1 Match Worn Jersey Jersey which was worn by the actual players on
the pitch. This is the most expensive football
jersey and really hard to get.
2 Match Issued Almost the same with the match worn jersey,
unless, this jersey is not used by the player at all.
It is spares from the one that has been used.
Usually they provide 3 spares each match. This
jersey has the player’s name and the patches on
the jersey.
3 Player Issued The materials with the match issued are the same,
but without names and patches, and this type of
jersey often leaked to E-Bay or warehouse sale.
4 Hybrid Mixture between player issue and replica. The
example will be P2R (players to replica) from
Nike (following pictures shown below). This
type of jersey usually enters the market for
special occasions. The main difference is that the
washing label is sewn inside the jersey, just like
replica, not embossed as in player issue above.
5 Replica The ones that can be found anywhere in the
sports retailers and football shops.
6 Kick Off Jersey One grade below the replica, lowest on price, but
the quality is not as good as replica. Only Nike
has this grade of jersey.
Table 2.1 Classifications of Football Jersey (Christian 2009, jersey.forumotion.com)

Next section, I will describe how fake replica jersey looks like, since the fake replicas
are considered serious problems for jersey collectors. Limitation will be applied, since
there are too many brands to consider. Also in this section, I will show the differences
between replica and authentic (player issued/match issued) jersey.

23
 2.5.1 How to differentiate fake jersey and original jersey

Nowadays, fake replica jerseys are considered serious threat. Mainly these fake
replicas came from Thailand, Hong Kong, and China. Today, the fake replicas are
really hard to differentiate with the original replicas. Several limitations will be
applied, since there are so many brands of jerseys out in the market. Nike and Adidas
as two leading brand markets will be compared respectively.

Original Replica Jersey (Nike) Fake Replica Jersey(Nike)

For the original one, I will use Inter Milan 2009/2010 This Barcelona fake jersey looks very similar
jersey, with the same manufacturer, Nike. Looks nice with the original ones; advanced technology
at the front side seems to have an effect on this nice quality the
fake jersey has.

The barcode number is indicated with the red circle.
Take a look closely. 91204 are printed on the label
tag.
For Nike 2009/2010 edition, the main
difference will be spotted immediately if you
see the barcode on the tag. The original ones
do not look like this, and if you see the serial
number, it will be different with the washing
tag inside the jersey.

24
It is the same number with the label tag. You might want to see it yourself, compare it
with the serial number on the tag, it is
different.
Table 2.2 Comparison between original and fake Nike jersey for 2009/2010 season
Source: Self collectionsa

Original Replica Jersey (Adidas) Fake Replica Jersey (Adidas)

The middle and the right jersey are the original This is Liverpool away jersey, made by Adidas,
ones. Both are from Adidas. The white one is for 2009/2010 season. Looks really nice, but
2009 Germany National Team jersey and the red unfortunately, this is fake replica!
is 2009 France away National team jersey.

Look at the 3d barcode. You will be able to see On the fake jersey, the code was made not
the code very clearly on the code properly, and you could not read the numbers on
the code

25
The tag of original Adidas Jersey states the date The number on the label tag also is entirely
of manufacture on the first line, on the second different with the washing label.
line will be a 6 digit, code, as seen in the second
this code should always matches the 6 digit code
on the top right hand side of the tags
Table 2.2 Comparison between original and fake Adidas jersey for 2009/2010 season
Source: Self collections and some pictures attained from www.kaskus.us

26
 2.5.2 How to Differentiate Player Issued Jersey and Replica Jersey

Player Issued Jersey (Nike) Replica Jersey (Nike)

On the tag, the beginning of the production code Seem there is no difference, but from the materials
is “7”, thus, player issued jersey from Nike is used, it is totally different. They use lower grade
called “Code 7 Shirt”. The seams are heat welded material than the player issue jersey.
with little or no stitching, compared to the thick
stitching on normal replica shirts. This gives the
shirt a much lighter feel than a replica shirt.
(Look at the second picture above, on the right
side, there are many circles. That is the breathing
layer)

27
On the player issued shirt, there is a soft layer The original jersey (top), there is no soft layer. The
behind the logo, and the logo is not embroidered bottom one is fake counterfeit jersey. The layer is
like the replica, scattered and not perfect.

This is the main difference, the washing The washing instructions on the replica are sewn
instructions are PRINTED, not sewn into the into the jersey.
jersey. You can tell the difference immediately by
looking into this washing instructions
Table 2.3 Comparison between Player Issued Jersey and Replica Nike jersey for
2009/2010 season
Source: Self collections and some pictures attained from www.jersey.forumotion.com

Player Issued Jersey (Adidas) Replica Jersey (Adidas)

28
Basically the player issued jerseys from Adidas
have almost similar characteristics with Nike. If
we take a look here, the player issued jersey has
the FORMOTION on it, and the technology itself
called FORMOTION as well
In previous years, before 2007, Climacool is used
for player issued jerseys. After 2007, the
technology was implemented into the replica
jerseys, thus nowadays, the Adidas replica is using
CLIMACOOL

Inside the bag crest there is an extra layer to There is no layer, just a single layer.
avoid sweat being absorbed into the embroidered
crest.

Almost the same with Nike, the player issued The seams are sewn, and it is almost the same with
jersey is using seamless technology, which the Nike.
seams are applied with heat pressure

Table 2.4 Comparison between Newcastle United Player Issued Jersey and Replica
Adidas jersey for 2008/2009 season
Source: Credits for Agung Sukmono from Jersey.Forumotion

29
3. Data Collection and Analysis

Research methodology is the most important aspect in every research (Supenti 2007).
Methodology should describe how the research conducted systematically, or the
techniques or methods used to collect, analyze, and process the data. On this research,
I will use both qualitative and quantitative method to gather the data to determine the
market demand on football jersey in Jakarta (Nazir, 1985 p. 51)

According to the survey done in one forum that specialized on football jersey, there is
only one shop in Jakarta that sells football jerseys and accessories. Another survey
was also conducted, to determine the concept of the football shop that might satisfy
the market demand for true jersey collectors. I will describe one by one about the
process and the results.

3.1. First Method: Interview

Interview is considered as quantitative method of doing data research. This method is

very suitable to answer question regarding what, where, why, and how (Supenti
2007). The interviewee will be a avid jersey collector, based in Malaysia, and he is an
Indonesian. His name is Oscar Andi, and he is an administrator and co-founder of
jersey.forumotion.com, the portal and forum for football jersey collector in Indonesia.
He was chosen because he has good reputation among the football jersey collectors in
Jakarta. The Gibaran Research Consent Form was signed by the interviewee as proof
of evidence, and the questions of the interview will be attached on Appendix A. From
the interview, there are some points as the results:

• The market demand for football jersey in Indonesia has risen

quite significant since these past 4 years, and from his opinion, in
Jakarta, there is no perfect shop to satisfy the demand of true jersey
collectors. The only shop that specialized on football jersey does
not satisfy the true collectors.

30
• He mentioned that the current shop, Toko Sepakbola, is not
good enough to cope the demand of true jersey collector, and also
from the items they provide, and the variety of the jersey they sell,
are lacking. Although Toko Sepakbola is present at Taman
Anggrek Mall, one of the popular malls in Jakarta, true avid
collectors rarely trust the shop to buy the things, since Toko
Sepakbola sell fake products, and they insist that the products are
original. The collectors often buy the jersey from Singapore,
instead of Toko Sepakbola

• He also mentioned that Toko Sepakbola lacks of human

resources, since the staff there are not friendly at all, and they also
lack of knowledge in football jersey industry. He suggests that
Toko Sepakbola is a shop which only concern profits, without
concerning their customers. The shop also put insane price on their
jerseys, and it really concerns the collectors who already knew
their habit. The common buyers who lack knowledge in football
jersey are their victims.

• He also said, it will be great if there is one stop football shop

that might satisfy the demand for original jerseys, so the collectors
will be able to look for other options and alternatives beside the
official retailers.

• He mentioned, he and the other collectors cannot rely too much

to sport retailers, since they have limited jerseys to choose from,
and the important thing missing from the retailers, they do not
provide the service of player names and patches, and there is only
one retailer that has press-machine for jersey, it is located at
Sportindo Pondok Indah Mall, Jakarta.

• He also mentioned his view about fake jersey replica, which

now is considered as serious threat by the official sport retailers.
He said, the loyal supporters has the right to decide, to buy the

31
 counterfeit products and save money, or to spent more money to
get the original ones.

• One stop football shop from his opinion is one shop that not
only provides the football jersey, but also has the press service for
player name sets, and accessories and boots. The staff also needs to
have the knowledge on football jersey and have the passion on
football.

• He also considered three similar football jersey shops in

Singapore for references, La Vanita, Champion Sports, and Weston
Corporation. They have professional services and wide variety of
selection of football jerseys. Many collectors from Indonesia spend
their time in these three shops to obtain their favorite jerseys.

• He said, the most important thing for every business is how we

deliver the service/product to the customers.

3.2. Second Method: Survey

Survey is considered as qualitative method to collect the data. In this part, I will attach
the survey done via internet. The survey will be done twice, to see the response of the
market jersey demand in Indonesia. The target market is the avid collectors at the
jersey.forumotion, and another survey will be conducted on one of the biggest forum
in Indonesia, Kaskus.us. Kotler, 2009, p.105 categorized this kind of survey as Focus
Group research, since it is niche target market.

3.3. Survey Results 1

This first survey conducted online, using surveymonkey, and the respondents are from
sports forum in Kaskus, one of the biggest online forums in Indonesia. There were
approximately 250 random respondents.

32
1. What is your passion towards football?

Diagram 3.1 People’s passion towards football (Source: Self created from primary data)
Don't careabout
football
So-So 5% Have Passion, follow
10% every game
So-So

HavePassion,
Don't care about
followevery
football
game
85%

As shown on the diagram 3.1 approximately 85% of the respondents have the passion
on football, watching the game every weekend on television. Most of them wanted to
be considered as maniacs of football. About 10% of the respondents do watch the
game with friends every weekend, but barely follow the development or news about
football. The rest, 5% of the respondents, they love another sports, instead of football.

2. As a football fan, you must have one or more favorite clubs to support?

Support morethan
oneclub Support just one
38% club

Support just one Support more

club than one club
62%

Diagram 3.2 The percentage of how many club(s) do people support

33
 (Source: Self created from primary data)

As shown on the diagram 3.2, most of the respondents, about 62% loyal only to one
club, and the rest of them, about 38% support more than one club.

3. As football enthusiasts do you collect your team’s jersey?

No
13%

Yes Yes
87% No

Diagram 3.3 The percentage of numbers who collect team football jersey.

(Source: Self created from primary data)

Most of the respondents, about 87.5%, said yes, they do collect their favorite team’s
jersey. And the rest, about 12.5% do not collect the jersey. This question omits the use
of counterfeit or original jersey. It will be discussed on next question.

4. Do you prefer original jersey or cheaper counterfeit products?

Counterfeit
28%

Original
Counterfeit
Original
72%

Diagram 3.4 The percentage of numbers who buy the original or counterfeit jerseys.

(Source: Self created from primary data)

34
As shown on the diagram 3.4, the number of football enthusiasts who wear original
jerseys is shown at 72%. Main reason why they choose original jerseys is because
they feel that with buying original jersey, they support the club they love, since it
means they buy the club’s official merchandise. One of the respondents quotes this:

“I bought original jersey to gain self indulgence, it is an honor to have

original jersey with me, I will support my team with purchase their
original merchandise, instead of purchasing counterfeit products”

Another respondent quotes this as well:

“It is a pride for me to wear original jersey. The quality of the jersey is
guaranteed, not like counterfeit jersey that has very low quality.”

5. Usually, where did you get your jersey, either counterfeit or original one?

Online, via internet and

E-Bay Other forums
15% 11%
Toko Sepakbola Taman
Anggrek Mall
E-Bay
Toko Sepakbola Online, viainternet
Taman Anggrek Mall and forums
63% Other
11%

Diagram 3.5 The percentage of numbers who collect team football jersey.

(Source: Self created from primary data)

From the diagram 3.5, about 63% of the people get their jerseys from the internet and
online forums, E-Bay is second with 15%, Toko Sepakbola that I mentioned before
eith 11%, and the rest (11%) choose to buy from other sources.

35
6. Do you think it is worth it if there is someone who is willing to open one shop
specialized on football jersey with good services and trusted product, and put the
originality in everthing?

Don't really care Don't really care

8%

Enthustiasticand Enthustiastic and

agree
92%
agree

Diagram 3.6 The percentage of numbers who collect team football jersey.

(Source: Self created from primary data)

92% agree and enthusiastic if there is such a shop that has one stop football concept,
and has varieties on football jersey. The rest, about 8% do not really care. Most of
them have the opinion that in Jakarta, there is no such place as one stop football shop,
and for jersey collectors, they are looking for more variety on the jerseys and also
looking for the shop that could guarantee the originality of their jersey and products.

7. How old are you? (This is to determine the demographic aspect of the market)

36
 above40y.o.
0%
below 15 y.o.
31to 40y.o.
6%
below15y.o. 15 to 21 y.o.
6%
22 to 30 y.o.
15to 21y.o.
22% 31 to 40 y.o.
22to 30y.o. above 40 y.o.
66%

Diagram 3.7 Demographic preferences of the respondents

(Source: Self created from primary data)

From the diagram 3.7, most of the football enthusiasts are between 22 to 30 years old,
with 66%. The next one is the age range between 15 to 21 years old with 22 %. 6% of
the respondents are on the age between 31 to 40 years old, and 6% with the age below
15 years old. Nobody from the respondents is above 40 years old.

8. Your monthly income? (This is to determine the target market’s buying

power)

above10mil.
10% below 1 mil.
6mil. To 10mil. 1 mil. To 3 mil.
7% below1mil. 3 mil. To 5 mil.
3mil. To 5mil. 26%
10% 6 mil. To 10 mil.
above 10 mil.
1mil. To 3mil.
47%

Diagram 3.8. Monthly Income from the respondents

(Source: Self created from primary data)

37
From the diagram 3.8, about 47% of the respondents have the income about one
million to three million Rupiah. If converted, 1 Australian Dollar equals 8.800
Rupiah, and 1 Singapore Dollar equals 6900 Rupiah. 26% of the respondents have the
monthly income below one million Rupiah. The rest, those who have the income
between three million to five million and above 10 million are about 10 % of the
respondents. 7% of them have the income between six million to 10 million Rupiah.

3.4. Survey Results 2

The second survey, also conducted online. But this time, the respondents and the
target audience were taken from jersey.forumotion.com. It is a leading Indonesian
website dedicated to true jersey collectors. In this forum, all the collectors only
choose original football jersey. If they do have the counterfeit jerseys, usually they
bought it long time ago. Below is the result of the survey with the questions.

Do youthinkthe market for football jerseyinIndonesiais

growingfast?
13.8%

Yes No

86.2%

Diagram 3.9. Opinion about the market growth for football jersey in Indonesia

(Source: Self created from primary data)

The market of football jersey in Indonesia, according to the perception of the target
audience, 86.2 % agree that the euphoria of football jersey in Indonesia is growing.
Only 13.8% of the audiences disagree.

38
 Ascollectors, do youhave fake counterfeit jerseywith
you?

32.3%

67.7%
Yes No

Diagram 3.10 Diagram about counterfeit football jersey.

(Source: Self created from primary data)

The purpose of this question is to show that although counterfeit jersey is against
copyright law, some of the true collectors still have at least one counterfeit jersey.
About 67.7% of the respondent said so, and the rest, about 32.3%, they rather not to
buy at all rather than purchasing counterfeit jersey.

How many original jerseysdo you have?

more than 80 21.9%

1.6%
30to 60 18.8%
23.4%
1to 10 34.4%

0.00% 10.00% 20.00% 30.00% 40.00%

1 to 10 10 to 30 30 to 60 60 to 80 more than 80

Diagram 3.11 Diagram about how many original jerseys that the respondents have

(Source: Self created from primary data)

From the statement above, it seems that the numbers of the original jerseys are
increasing rapidly, although the majority of the audiences only have one to 10 original
jerseys. But, those who have 10 to 30 original jerseys and those who have more than
80 original jerseys show quite a number, 23.4% and 21.9 %, respectively.

39
 Are yousatisfiedwithToko Sepakbola, asthe onlyone
shopwhichprovidesbroadservice for football jerseysin
Jakarta?
83.9%
Satisfied

Not
Satisfied

16.1%

Diagram 3.12 Diagram about satisfaction towards Toko Sepakbola

(Source: Self created from primary data)

The number of those who are disappointed with Toko Sepakbola is shown at 83.9 %, and those who are
satisfied only 16.1 % of the respondents.

Rate the service quality of Toko Sepakbola

40.00% 34.4%
30.00% 23.4% 21.9%
18.8%
20.00%
10.00% 1.6%
0.00%
Very Poor Not too Good Very
Poor Bad Good

40
 Rate overall quality of Toko Sepakbola

60.00% 50.0%
40.00% 22.6%
14.5% 12.9%
20.00%
0.0%
0.00%
Very Poor Not too Good Very
Poor Bad Good

Rate the product variety of Toko Sepakbola

37.7%
40.00% 29.5%
30.00% 24.6%
20.00%
10.00% 4.9% 3.3%
0.00%
Very Poor Not too Good Very
Poor Bad Good

Diagram 3.13 Diagrams of Toko Sepakbola’s customer satisfaction towards three different
factors

(Source: Self created from primary data)

From diagram 3.13, which are divided into three factors, Toko Sepakbola has
received various responses. As the only one shop that sells quite huge variety of
football jersey, from the factor of overall quality, Toko Sepakbola is very poor, with
most of the respondents (50%) said so. Most of the respondents are complaining with
the very poor service quality (34.4%), combined with those who said it is poor
(22.6%). Most of them said, that Toko Sepakbola often put the price on their product
too high than it is supposed to be, and occasionally, they will say that the product is
original, but the truth is that the product is counterfeit.

41
Although Toko Sepakbola got very bad rating for service quality, they got good
numbers of respondents who said that their product variety is good (37.7%). 29.5% of
the respondents said it was not too bad.

Do youthinkit isagoodideato establishone stop

football shopthat providesmore professional service and
hasmore varietyonthe product?

100.0%
Yes No

0.0%

Diagram 3.14 Diagram about idea of establishing one stop football shop

(Source: Self created from primary data)

All of the respondents agree if in the future there should be one stop football shop that
specialized in wide selections of football jerseys, and also football accessories.

Next, if such shop exists, I also asked the respondents, what kind of services they
expect. About 82.5 % of the respondents would like to see the shop that has service on
the name set for the jersey. The next service the respondents expect is that the shop
has more variety on the football jersey, especially the player issued jersey. For the full
results, it is shown on the diagram 3.15 below.

42
 What service do you expect fromthis one stopfootball
shop? (respondents can choose more than one choice)

82.5%
90.00%
80.00% 68.3% 69.8%
70.00%
60.00% 47.6% 53.5%
50.00%
40.00%
30.00%
20.00%
10.00%
0.00%

More variety on More variety on Service on Football Others

retro jersey the jersey, name set for Accessories
including player jersey, and the
issuedjerseys press service as
well

Diagram 3.15 Diagram about expected services for this future football jersey shop

(Source: Self created from primary data)

For the last question, I asked the respondents the locations suitable for the shop in the
future, if do the shop exist. Most of them would like to see the future shop to be
established in landed house/shop, instead of shopping malls. Their reason is if the
shop established in malls, the shop will definitely have to pay more for rental fee,
administrator fee, and more taxes as well. This could be avoided if the shop
established in the house. The diagram 3.16 is shown below.

Do youprefer thisshopto be establishedinshopping

malls, or establishedinlandedhouses/shops?

Shopping
malls
37.9%
62.1% Landed
houses/shops

Diagram 3.16 Diagram about location preferred for this future football shop

(Source: Self created from primary data)

43
3.5. Data Analysis
This section of data analysis will analyze the data gathered during survey and
interview. It will be the analysis on consumer markets, analysis on target market and
segmentation, analysis on setting product strategy, and analysis on designing and
managing services.

3.5.1. Analysis on consumer markets.

According to Frederick Herzberg’s theory, there are two factors that

distinguish dissatisfiers and satisfiers (Kotler et al. 2009 p. 173).
Satisfier must be present to motivate a purchase. On the case of Toko
Sepakbola, the shop do not have what it takes to avoid dissatisfier,
and also the shop did not have good enough satisfiers or motivators
to satisfy the consumers. Instead, they gave the customers very poor
service and quality.

According to the survey done above, majority of the football

enthusiasts and true football jersey collectors, they are still looking
for one shop that could cope with the demand of more variety on
football jersey and accessories.

Lifestyle also plays part on determining customer markets. Lifestyle

portrays the “whole person” interacting with his or her environment
(Kotler et al. 2009, p. 168). Mostly, the customers who are looking
for such shop are those with football-oriented lifestyle.

3.5.2. Analysis on target market and segmentation

44
According to Kotler, 2009, p.226, marketers do not create the
segment, thus we as marketers should identify the segments, and
decide which ones to target. If we look at survey conducted, with
most of the football enthusiasts and football jersey collectors are on
the age between 21 to 30 years old, the business should be towards
their demand.

Niche marketing is more narrowly defined customer groups that are

looking for a distinctive mix of benefits (Kotler et al. 2009, p.228).
This proposed shop will definitely a niche market, since not all of the
people would like to buy the football jersey and its accessories.
Niche marketers should identify and understand the needs of their
niche customers, so then, the customers are willing to pay premium
service, since football jerseys could be considered premium needs,
despite football jersey can be categorized as clothing.

Demographic segmentation also conducted on the survey.

Demographic segmentation is quite popular and often used toe
determine and distinguish customer groups. First, it is because
consumer needs and brand preferences are often associated with
demographic variable. Second, demographic variables are quite easy
to measure (Kotler et al. 2009, p. 235). It is shown that the target
market will be football enthusiasts and jersey collectors between 21
to 30 years old, and for those with monthly income between one
million to three million Rupiah.

On selecting the market segments, the firm should look at these two
factors: the segment’s overall attractiveness and the company’s
objectives and resources (Kotler et al. 2009, p. 251). After survey
was conducted, this football jersey business should be on the
selective specialization. This multi-segment strategy has the
advantage of diversifying the firm’s risk. Not all the football

45
 enthusiasts are interested on player issued jersey, since it is very
expensive, but for true collectors, player issued jersey is a must-
collected item.

This football jersey business also could consider differentiation

marketing strategy. If the business set up at home or home-office, the
opportunity to set up another business along with football jersey and
football accessories business. For example: later in the future, it
might possible to have game-day amongst the football fans and
jersey enthusiasts, so then the firm could get extra income.

3.5.3. Analysis on setting product strategy

According to Kotler 2009, there are five product levels when the firm
wants to plan the market offering. It is shown on this diagram.

S
Figure 3.1. Kotler’s Five Product Levels

Source: http://www.provenmodels.com/16/five-product-
levels/philip-kotler

When you see the figure 3.1, the fundamental level is the core
benefit. To satisfy the demand from the football enthusiasts and

46
football jersey collector, by selling football jersey and football
accessories are the core benefits of the product. (Kotler et al 2009 p.
359)

At the second level, the marketer has to turn the core benefit into a
basic product, which in this football jersey business, is the jerseys
and the accessories itself. (Kotler et al 2009 p. 359)

The third level, the marketers prepare the expected product, a set of
attributes that customers usually expected when they buy the
product. In this football jersey business, it is the quality and the
originality of the football jersey and accessories that are expected.
They expect the best and guaranteed originality of the product.
(Kotler et al 2009 p. 359)

The next level, the marketers prepare an augmented product, which

exceeds customer expectations. For this football jersey business, it
might be opening promotions and value offers to attract more
customers. (Kotler et al 2009 p. 359)

The last level is the potential product, which encompasses all the
possible augmentations and transformations the product might
undergo in the near future. For this football jersey business, it might
be like arranging game-day for the football jersey collectors and
football enthusiasts, to gather during the game day and bond the
spirit of football together, to gain more income as well, or open the
order online service via internet. (Kotler et al 2009 p. 360)

For the differentiation of the business, this football jersey business

will offer more differentiation than the previous shop, Toko
Sepakbola. The new shop will conduct performance quality every

47
 month, and offer more variety on the jerseys and accessories. But
most important thing from this new shop is service differentiation.

According to the survey conducted, the football jersey collectors

expect the quality of the service, and more professionalism on
business handling. The football shop will implement easy-ordering
system, from the phone, or the customers might also visit our shop
directly to look through the variety of our products.

For the delivery, the shop will use the best delivery service, so we
can cover the order that came from outside the island. Customer
consulting also will be conducted, for those who want to know how
to differentiate the fake counterfeit products with the original
products, player issued and replica jerseys, and so on. The shop
might also want to consider maintenance and repair service for the
jersey in the future. It will give the shop extra value to the customers.

3.5.4. Analysis on designing and managing services

Kotler 2009, p.391 describes five categories of offerings: Pure

tangible good, tangible good with accompanying services, hybrid,
major service with accompanying minor goods and services, and
pure service. This football jersey business could be considered as
hybrid. The offering consist equal parts of goods and services. The
football jersey and football accessories, as the product, and the
consultation, name-set press service, friendly staff are the services
the customer expected.

To manage the service quality, the shop has to ensure the quality of
the service satisfies the customers, or else the customers will think
twice to visit the shop. Kotler 2009 p. 404 mentioned, in general,
customers compare the perceived service with the expected service.

48
 If the perceived service was not conducted as well as the expected
service, the customers will be disappointed. The shop has to make
sure their offering not only satisfy the customers, but also it should
exceed the customer’s expectations, then they will be delighted.

4. Key Activities, Processes, and Events

This section will describe the results and findings from the data analysis on the
previous section.

o The demand of football jersey is massive. But the fact that there is only
one shop that provides specialization in football jerseys and accessories,
and despite being the first mover, the current shop lacks quality and
service, makes it very big opportunity to establish better shop with better
products, variety, and services.

o With the great demand of football jersey amongst the football

enthusiasts, and lack of shop that could cope with demand, the new
venture will make a great business opportunity.

o Dissatisfaction of the current situation that the football enthusiasts and

football jersey collector with Toko Sepakbola, makes the demand even
greater.

o The target market will be considered niche market, since the target
market will be only football enthusiasts and football jersey collectors
only.

o The fake counterfeit jersey will definitely be tough competitor to beat, as

some football enthusiasts rather choose for price instead of originality.
The shop will only sell original products, to honor the copyrights.

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5. Key Learnings

This section will describe some main learning points from the findings,
implementations, and recommendations for this football jersey shop which may useful
in the future.

5.1. Main Learning from the findings.

• Satisfiers should be present to motivate a purchase, according to
Herzberg’s theory (Kotler 2008, p. 173). Every seller should do
everything to make sure the dissatisfiers do not come to the
consumer. The current football shop that already exists did not do
much to avoid dissatisfiers. In the future, this football jersey
business should never do the same thing with Toko Sepakbola

• According to Michael Porter’s generic strategy, there are three of

them, overall cost leadership, differentiation, and focus (Kotler
2008, p. 59). For this football jersey business, focus will be the best
strategy, to know first the market segmentation, learn their buying
behaviour, then later on pursues either cost leadership or
differentiation.

• A trend is a direction or sequence of events that has some

momentum and durability. Trend will create demand (Kotler 2009,
p. 79). The truth in this present time, football jersey is not only
increasing in trend, but some of football enthusiasts see this as
hobby, even business opportunity.

50
 • Company that carefully analyzes their markets can find major
opportunities (Bergen & Davis 2000). After the survey was
conducted, it seems that football jerseys could make great business
opportunity if well-managed and prepared.

• The available purchasing power in an economy depends on current

income, prices, savings, debt, and credit availability. The marketer
should be careful and pay attention to the trends that affect
purchasing power, since trends could have strong impact on
business, especially for firms which sell premium products (Kotler
et al. 2008 p.86). Original football jersey could be considered
expensive for most of Indonesians, but that does not decrease the
euphoria and demand of football jersey that keep rising year by
year, and more Indonesians nowadays are aware of counterfeit
products, since it is also a copyright violation.

• Business legislation has four main purposes: to protect companies

from unfair competition, to protect consumers from unfair business
practices, to protect the interest of society from unbridled business
behavior, and to charge businesses with the social costs created by
their products or production processes (Kotler et al 2008, p.94).
Regulations on counterfeit products are also increasing, but you
could still find counterfeit products in Indonesia, not just football
jerseys. Counterfeit football jerseys are the main threat for this new
venture, since some of people will choose cheaper counterfeit
jersey instead of the original ones.

5.2. Recommendations for the new venture on football jersey business.

• The venture might want to consider to open the business on

the house, instead inside the shopping malls, to cut taxes, rent fees,
so then the price of football jersey could be maintained steadily.
The venture also might consider spreading the business into more

51
 than just football jersey and football accessories, to gain more
income.

• Customer relationship should be maintained all the times. The

case of Toko Sepakbola should not be repeated again when
establishing this new venture. They lost customers, and now on the
verge of bankruptcy, because of their mismanagement and lack of
professionalism.

• This venture should maintain their stock of jerseys

accordingly. They should conduct regular periodic surveys. They
have to find, which football club that has the biggest number of
fans, to put more stock on those club(s), so it will not be
overstocked.
• In order to make sure the football jerseys not overstocked,
this new venture might want to consider using reorder point
system. With proper scheduling, the venture will have idea when
they should order, how many they will order.

• Customer survey also might be good to be conducted on this

venture. Then, we will know what is lacking from the venture.

• Setting the proper requirement for the human resources who

will work on this venture could be considered. According to some
respondents on the survey, the staff on Toko Sepakbola are lacking
on knowledge in football jersey, and don’t have what it takes to be
the bridge between the customer and the shop. This caused the
dissatisfaction from most of the jersey collectors, and that is why
they avoid shopping at Toko Sepakbola if possible. The staff
should be friendly, have the passion in football, and last but not
least, wide knowledge in football jersey knowledge, to help assist
the customers one day.

5.3. Implementation for the new venture on football jersey business.

52
 • Periodic surveys to the customers, to ensure the quality of the
service and the product are maintained properly

• The venture should consider to open the online order service,

so than this new venture could expand their networking, to gain
more customers, especially those who stay outside Jakarta.

• The match-day gathering should not be implemented

immediately. The venture should gain reputation first on the
market, build customer relationships, and then it could be applied
slowly, since this gathering needs space, snacks, drinks, and more
inventories.

5.4. Limitation for the new venture on football jersey business.

• The huge number of counterfeit products and jerseys

definitely will be the main threat for this business

• Internet also will be the main competitor for this new venture,
as it is more convenient for some people to shop from home.

• When importing the goods overseas, it will be problem if the

goods come to the customs, as some of the custom staff has the
habit to steal the goods and then re-sell it for their own profit.
Some of the player issued jerseys have to be imported overseas,
and this could be quite a problem.

53
6. Conclusion

New venture creation is possible to happen if there is good number of demand and
opportunity. When creating new venture, we have to look through several aspects,
define the target market, segmentation, how the business will run, and the most
important thing, will it have it takes to survive on the market.

With the demand in football jersey is greatly increasing, and presently, only one shop
that might be able to cope with the huge number of demand, and unfortunately, that
shop is avoided by most of the football jersey collectors, and many football
enthusiasts who do not have good knowledge on original football jerseys, became
their victim, because the shop often sell counterfeit products but in fact they tell the
customers who do not know about football jersey that it is original.

With creating new venture on football jersey business, not only it will make great
business opportunity, but it will also create workforce, and the most important thing,
so that the football enthusiasts and football jersey collectors will have a place to
satisfy their needs and wants of football. They will be able to collect the original
merchandise and jersey from their favourite club.

54
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Edward Elgar Publisihing Ltd, Northampton.

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<http://www.articlesbase.com/hobbies-articles/the-soccer-jersey-store-
474155.html>

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10/11/2009, <http://in3.dem.ist.utl.pt/msc_06entrepreneurship/#III, Prof. Rui
Baptista, 2006>

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Management, Principles and Practice for Strategic Impact, Second Edition,
Prentice & Hall

• Gamble, Thompson, Strickland 2009, Crafting and Executing Strategy, The

Quest for Competitive Advantage, Sixteenth Edition, McGraw-Hill
International Edition

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• Gratton C & Taylor P 2000, Economics of Sport and Recreation, Spon Press,
London

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7th edn, Thomson South Western, Mason.

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Strategy?, viewed 13/11/2009,
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Research, Springer Science and Business Media, London

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Investment?, viewed 10/11/2009, <http://ezinearticles.com/?Buying-a-
Football-Jersey---Is-it-a-Sport-Memorabilia-Or-Investment?&id=2221391>

• Lert, S 2009, Football Shirt Jersey – A Long Journey from Victorian Jersey
to Modern Football Shirt, viewed 10/11/2009
<http://www.submityourarticle.com/articles/Soophott-Lert-4334/Football-
62661.php>

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• Mishra S 2008, Marketing Concepts, visited 13/11/2009,
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• Negron N 2008, How to Spot a Fake Football Jersey, viewed 14/11/2009,<

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membedakan-jersey-oriplayer-spec-dan-kw-t4.htm>

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 • Webmaster Socceruniform 2008, All About Soccer Jerseys, viewed
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identity-105540.html>

Appendix A

Survey 1, for Kaskus

This survey is conducted in one of the biggest forums in Indonesia, and there are
limitations on the target audiences. I put the survey under the soccer forum, to make
the survey process easier and narrower. This research is conducted to determine the
demand of original football jersey amongst the football enthusiasts.

Questions:

1. Do you have passion in football?

a. Fantastic, I love football; I’m a maniac of football
b. I do watch the game with friends, but not really into it
c. Not interested

2. As a football fan, you must have one or more favourite clubs?

a. Yes
b. No, I’m loyal with one and only current club (Mention)x

58
3. As football maniac, do you collect your team’s jersey?
a. Yes, I do
b. No, I don’t have money to buy such things

4. Do you prefer original jersey or cheaper counterfeit products?

a. Original jersey
b. Counterfeit jersey

5. Usually, where did you get your jersey, either counterfeit or original one?
a. Online, via internet
b. Toko Sepakbola, Taman Anggrek
c. E-bay
d. Others, mention

6. Do you think it is worth it if there is someone who is willing to open one shop
specialized on football jersey with good services and trusted product, and put the
originality in everything?

a. yes
b. no

7. What is your age range?

a. Under 15 years old

b. 15 to 21 years old
c. 22 to 30 years old
d. 31 to 40 years old
e. Above 40 years old

8. How much is your monthly income?

a. Under 1 million Rupiah

b. 1 to 3 million Rupiah per month
c. 3 to 5 million Rupiah per month

59
 d. 6 to 10 million Rupiah per month
e. Above 10 million Rupiah per month

Survey 2, for Jersey.Forumotion

This survey is conducted in the leading online portal for jersey collectors,
jersey.forumotion.com. Almost all of the members there have the original jerseys with
them. Some of them are also considered “living legend collectors” in Indonesia. This
survey was conducted on the specific target market, to gain data amongst true
collectors, who only collect original jerseys.

Questions:

1. Do you think the market for football jersey in Indonesia is growing fast?
a. Started to grow significantly, yes
b. Don’t think so

2. As collectors, do you have fake counterfeit jersey with you?

a. Yes, How many?
b. Not at all, I’m a man of originality

3. How many original jerseys do you have?

a.1-10

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 b.10-30
c. 30-60
d. 60-80
e. more than 80

4. Are you satisfied with Toko Sepakbola, as the only one shop which provides
broad service for football jerseys in Jakarta??
a. Satisfied
b. No, Why?List the factors!

5. Rate the service and overall quality of Toko Sepakbola

5.1 Overall Service

a. Very Poor b. Poor c. Not too Bad d. Good e. Very Good

5.2 Quality of service

a. Very Poor b. Poor c. Not too Bad d. Good e. Very Good

5.3 Variety of products

a. Very Poor b. Poor c. Not too Bad d. Good e. Very Good

6. Do you think it is a good idea to establish one stop football shop that provides
more professional service and has more variety on the product?
a. Yes
b. No it is a waste of time

7. What service do you expect from this one stop football shop?
a. More variety on retro jersey
b. Service on name set for jersey, and the press service as well
c. Football accessories
d. More variety on the jersey, including player issued jerseys
e. other, specify

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8. Do you prefer this shop to be established in shopping malls, or established in
landed houses/shops?
a. malls
b. landed houses/shops
specify your answer……….

Appendix B

On this appendix, I will put the interview questions with one of the living legend
Indonesian football jersey collector, Oscar Andi. He is the co-founder of the
jersey.forumotion, and also a moderator there. He is also a moderator in similar forum
in Malaysia, my-fjc.

Here are the questions:

1. You know that there is only one professional shop in Jakarta that
specialized in football jersey, what do you think personally about that
shop?
2. Do you agree if the euphoria of football jersey in Indonesia,
especially Jakarta is increasing significantly?
3. Do you think Toko Sepakbola as the only one shop is enough? Do
they satisfy the needs of the jersey collectors?
4. What other services that you think Toko Sepakbola should have as
specialist in football jersey but you could not find it there?
5. If in the future there is a shop that could professionally managed,
what kind of services do you expected from that shop? And do you agree if

62
such shop that specialized in ORIGINAL football jerseys exists in the
future?
6. How long is jersey.forumotion has been established?
7. Any suggestions for this future shop in their way of supplying
jerseys?
8. What is your personal opinion towards football enthusiasts who
pick counterfeit and cheaper jerseys, rather than original ones?
9. Do you think this future shop should sell counterfeit jerseys?To
capture more market? Or keep the concept original?

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