Development of the Value Proposition for the Football Club Based on Customer Segmentation (in the Case of the FC Lokomotiv Moscow)

Purpose - the main purpose of this work is form of the value proposition based on a research of fans loyalty to football club. As an example for use of approach the football club «Lokomotiv» in which there is a task more deeply understanding of the available client groups and further creation of the valuable offer for involvement of new clients, deduction and return of the available fans were choose. Design/ Methodology/Approach – survey of fans of football club «Lokomotive» to identify features of behavior and attitude towards the club. 1488 observations were collected and conducted a hierarchical cluster analysis and cluster analysis using the k-means. Results - was received three segments fans differ in terms of attitudes and behavior. The first segment includes the most loyal fans with a high level of attendance. In the second segment (the largest one) are the fans who not visited the games, but see it at TV or internet and consider themselves as loyal fans. The third segment are fans finally undecided in their belonging to the club; as they visited a small number of games in the current season (mainly with their friends). Value/ implementation – the approach can be applied to research of the relation of fans and allocation of factors of satisfaction in any club. Besides, the obtained data on fans of FC «Lokomotiv» allow creating a base for further researches of level of loyalty and satisfaction with club, to allocate factors that need considered when developing the value proposition. Keywords: segmentation, value proposition, loyalty, football, fans.