article on branding cricket

8132019 Article on Branding Cricket

httpslidepdfcomreaderfullarticle-on-branding-cricket 15

983120983154983141983152983137983154983141983140 983106983161983098 983105983150983155983157983149983137983150 983123983137983149983137983148983084 983123983139983144983151983151983148 983151983142 983112983151983156983141983148 983117983137983150983137983143983141983149983141983150983156983084 983123983119983105 983125983150983145983158983141983154983155983145983156983161983084 983106983106983123983122 983120983137983143983141 983089

Branding the Gentlemenrsquos Game

983105983140983158983141983154983156983145983155983141983149983141983150983156 983145983150 983107983154983145983139983147983141983156

983156983144983141 983151983152983152983151983154983156983157983150983145983156983161 983145983155 983154983145983143983144983156 983144983141983154983141 983154983145983143983144983156 983150983151983159

983120983154983141983152983137983154983141983140 983106983161 983098 983105983150983155983157983149983137983150 983123983137983149983137983148 983110983137983139983157983148983156983161 983123983139983144983151983151983148 983119983142 983112983151983156983141983148 983117983137983150983137983143983141983149983141983150983156

983111983157983145983140983141983140 983106983161 983098 983117983155983086 983106983137983154983150983145983155983144983145983147983144983137 983108983137983155 983108983141983137983150 (983113983087983107) 983123983139983144983151983151983148 983119983142 983112983151983156983141983148 983117983137983150983137983143983141983149983141983150983156

983123983145983147983155983144983137 991256983119991257 983105983150983157983155983137983150983140983144983137983150 983125983150983145983158983141983154983155983145983156983161 983106983144983157983138983137983150983141983155983159983137983154 983119983154983145983155983155983137



983120983154983141983152983137983154983141983140 983106983161983098 983105983150983155983157983149983137983150 983123983137983149983137983148983084 983123983139983144983151983151983148 983151983142 983112983151983156983141983148 983117983137983150983137983143983141983149983141983150983156983084 983123983119983105 983125983150983145983158983141983154983155983145983156983161983084 983106983106983123983122 983120983137983143983141 983090

Introduction The Origins

rom the beginning of the human civilization the process of communication or what we saydelivering onersquos understandings to another person seems to be very vital in every stage andevery age From the days in the caves to this modern day ultrasonic jet age it is the one by

virtue of which the man has proved its mettle against the time and against all other creatures From

this very concept of sending or spreading the understandings from one to another the concept ofadvertisement has taken birth

And to advertise or simply spreading the news or views about a product or service in thishypercompetitive market place is very important to survive and thrive for modern day marketers And to rip on this now-a-days marketers have started to exploit every opportunity as they arestarting to attach their brand names with various products services and events Branding which isknown as giving a unique name sign or term to onersquos product so that it will acquire a specificposition on the minds of the consumers and differentiate the product of various companies In thisarticle we are trying to focus on the same branding effect on the new kingpin in the world ofentertainment the game of cricket

The game of cricket which is otherwise known as the Gentlemenrsquos game has been evolved in thesouthern England in late 1500s has become the new mantra of entertainment today From the 5days long test matches to 50 overs a side one day matches to the newest avatar the Twenty 20format the game of cricket has certainly come a very long way And in tune to that the brandingprocess in cricket has also evolved in a dramatic manner over the years

Details of Branding

If not long only we can go back to some 20 to 25 years back we can see the very classic and verycleanly image of cricket With scenic arenas large spans of green grasses clean wickets cleanstadiums unbranded equipments like bats wickets boundary ropes perimeter boards spotlesswhite clothes basic score boards simple presentation ceremonieshellipetc In addition to that theplayers be at a national or International level were also involved in very few endorsements

But the advent of liberalization and the growth of television viewership have given a hugepopularity boost to the game With the birth of cable and satellite television came a deluge ofprogramming options for Indian advertisers Cricket stood alone as a means to cut throughbarriers of age gender geography language and socio economic class classifications It is todaya medium by itself one which accounts for approximately 15-20 of total television advertising ina given yearGraphically if we need to show the increase of brands advertised on the television we can come

to know the truth behind the above statement

1235110914

8706767380417875

6830

4774449639733906

1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2007

Total No of Brands Advertised on TV over the years 983123983119983125983122983107983109 983098 983124983105983117

F



983120983154983141983152983137983154983141983140 983106983161983098 983105983150983155983157983149983137983150 983123983137983149983137983148983084 983123983139983144983151983151983148 983151983142 983112983151983156983141983148 983117983137983150983137983143983141983149983141983150983156983084 983123983119983105 983125983150983145983158983141983154983155983145983156983161983084 983106983106983123983122 983120983137983143983141 983091

254

179

123

96106102

75

22152

1995 1996 1997 1998 1999 2000 2001 2002 2003 2007

increase in No Of Sports

4211

32292690

1900

13921022

699

2487820

1995 1996 1997 1998 1999 2000 2001 2002 2003 2007

Total No of Brands Advertised on TV over the years 983123983119983125983122983107983109 983098 983124983105983117 Cricket the OpportunityCricket has allowed marketers to effectively combine the power of television and the potential of

the sport And the result is that today astronomical sums of monies are being pumped in to garner

a slice of this highly lucrative pie We can give a simple example In the World cup cricket only 6

more teams have participated in the 2003 World Cup than in 1983 edition but the sponsorship fees

for the 2003 World Cup was almost 10 times more than that of 1983

Key issues in todayrsquos context

So seeing this big opportunities the marketers need to disregard the old ways of advertising and

bang out to mega advertising efforts both on ground and on television which will help them to stand

out and get noticed Whether the brand is relevant to the spot it is getting advertised or not it has

added value to the whole game both on ground as well as on television resulting in involvement

and consumer appreciation We can say here that pockets do get deeper when it comes to cricket

For the simple reason that we canrsquot afford to miss out it on cricket

Innovative ways of advertising in Cricket Over the years from amongst the various options the

innovations that stood out are weather reports 3D logo mats boundary ropes players as well as

umpirersquos apparels action replay bugs and third umpirersquos decision where the marketers haveassociated their brands brilliantly and in such a way that we just canrsquot imagine todayrsquos cricket

without those tagsbrands associated with them

The options before marketers today Today the game of cricket does present a surfeit of

options across different avenues to get associated with it We can generally classify them into 4

broad groups They are

1 Advertisements on Television- The Options

The options that are available before the marketers for advertising on television can be described

as follows

Ad Spots ndash Brands advertised in between the overs wickets drinks breaks special programsrelated to cricket before amp after the match etc

Replay Bug ndash Brands associated with action replay during the match

3rd umpire decisions ndash The time when the decision of the 3rd umpire gets pending

Scrollers ndash L shaped scrollers where the brands are getting advertised

Pop ups tickers - Sudden pop ups on the TV screen where brands are getting advertised



983120983154983141983152983137983154983141983140 983106983161983098 983105983150983155983157983149983137983150 983123983137983149983137983148983084 983123983139983144983151983151983148 983151983142 983112983151983156983141983148 983117983137983150983137983143983141983149983141983150983156983084 983123983119983105 983125983150983145983158983141983154983155983145983156983161983084 983106983106983123983122 983120983137983143983141 983092

Sponsored Programs ndash Like the pre amp post match programs like post cards interviews

4th umpire extra innings etc

Other ancillary programs ndash Like the special selection of various items during the match like

master blaster safe hands super 4s and 6s shot of the day save of the day catch of the day

moment of the day turning point of the match pitch report weather report partnerships reaction

time of the batsmen and fielder speed gun which shows the bowling speeds ball by ball ball

tracking which shows the position of the ball prediction for the day wagon wheel of the team aswell as batsmen showing the shots score cards milestones run rate various contests etc

2 On ground advertisements- The Options

The options that are available before the marketers for advertising on the cricket ground can bedescribed as followsPerimeter boards ndash The bill boards around the boundary where various brands get advertisedSight Screen ndash The big blank screen in front and back of the main batting pitch where variousbrands get advertised3D Logo mats ndash Logos made on grass near the pitch where various brands get advertisedWickets ndash Various brands that get advertised on the wicketsBoundary ropes ndash Various brands that get advertised on the rope laying in the boundaryLevel 1 amp 2 banner ndash Banners on the stadium poles where various brands get advertisedScore boards ndash Basic and electronic score boards where various brands get advertisedDrinks trolley ndash vehicles that carry drinks in to the field during breaks where various brands getadvertised3rd Umpire Lights ndash Board where the lights of the 3rd umpire flashes where various brands getadvertisedPresentation stage ndash The boards surrounding the presentation stage where the brands getadvertised

3 Advertisements involving Teams and players- The Options

The options that are available before the marketers for advertising involving the teams and players

can be described as followsTeam Sponsors ndash The main and associate sponsor of the team whose logo gets reflected on the

apparels

KIT ndash The brands that get advertised on the KIT of the players teams

BATS ndash The brands that find their way on to the bats of the players

Umpirersquos Apparel ndash The sponsorrsquos name that get advertised on the umpirersquos apparel

Playerrsquos dog-out ndash The place near boundary where the players sit during the T20 matches where

various brands get advertised

4 Advertisements associated with various events The options

The options that are available before the marketers for advertising involving the teams and playerscan be described as followsTitle Sponsor ndash The main brand which takes the rights of the event and the cup Associate Sponsor ndash Other brands that take the rights of being associated as second in line

sponsors of the events



983120983154983141983152983137983154983141983140 983106983161983098 983105983150983155983157983149983137983150 983123983137983149983137983148983084 983123983139983144983151983151983148 983151983142 983112983151983156983141983148 983117983137983150983137983143983141983149983141983150983156983084 983123983119983105 983125983150983145983158983141983154983155983145983156983161983084 983106983106983123983122 983120983137983143983141 983093

Conclusion The Opportunity to milk the cow

It is a very high time for the modern day marketers to exploit new ventures associated with the

game and spend on them so that they themselves can earn fruitful returns Some of the innovative

ways to do this is

1 To conduct market research amongst the audiences to find out salience of various brands that

gets advertised on TV on ground and with players

2 To evaluate the spends done by the brand factories and measure the recall amongst theviewers to find out the fact that what we have spent and how much we are getting noticed

3 To evaluate the spots key areas where by we can do advertising there and enhance the recall

amongst the audiences

4 To measure the execution cut through (ECT) for ad recalls as diagnostic to measure which ad

is getting recalled by maximum people and why which will provide its efficiency

5 To measure the recall of various brands in different medias ie commercials features and

signages etc

6 Special analysis of signages where by we can find the appropriate place to advertise our

brands so that it can get noticed by the maximum audiences for maximum time so that we can

maximize our returns

7 We also can do cross media analysis to find out the differences in recall and spend in all threformats say test ODIs and T20 matches

8 To analyze the fact that with special connection to cricket how the brand is delivering and

without the special connection with cricket how it is behaving

The market research technique that we can use here is DAR (Day After Recall) where by we can

take interviews of those person who have watched the match on TV the day before for atleast one

hour

At last we can say that the game of Cricket which is not any longer a mere sports today but has

become a kind of religion needs more money to be pumped in for the betterment of the

infrastructure format of the game as well as for the players and the investing companies

Therefore more and more research work should be done to find out the most efficient way of

spending onersquos money to get maximum mileage Therefore todayrsquos business advertising mantra

should be -

ldquoBy virtue of advertisement we need to turn not only peoplersquos heart but also their heads

and pocketsrdquo

References

1 TAM website wwwtamindiacom

2 Marketing Management by Phlip Kotler

By- Ansuman Samal

Lecturer School of Hotel Management

Siksha lsquoOrsquo Anusandhan University

Bhubaneswar



983120983154983141983152983137983154983141983140 983106983161983098 983105983150983155983157983149983137983150 983123983137983149983137983148983084 983123983139983144983151983151983148 983151983142 983112983151983156983141983148 983117983137983150983137983143983141983149983141983150983156983084 983123983119983105 983125983150983145983158983141983154983155983145983156983161983084 983106983106983123983122 983120983137983143983141 983090

Introduction The Origins

rom the beginning of the human civilization the process of communication or what we saydelivering onersquos understandings to another person seems to be very vital in every stage andevery age From the days in the caves to this modern day ultrasonic jet age it is the one by

virtue of which the man has proved its mettle against the time and against all other creatures From

this very concept of sending or spreading the understandings from one to another the concept ofadvertisement has taken birth

And to advertise or simply spreading the news or views about a product or service in thishypercompetitive market place is very important to survive and thrive for modern day marketers And to rip on this now-a-days marketers have started to exploit every opportunity as they arestarting to attach their brand names with various products services and events Branding which isknown as giving a unique name sign or term to onersquos product so that it will acquire a specificposition on the minds of the consumers and differentiate the product of various companies In thisarticle we are trying to focus on the same branding effect on the new kingpin in the world ofentertainment the game of cricket

The game of cricket which is otherwise known as the Gentlemenrsquos game has been evolved in thesouthern England in late 1500s has become the new mantra of entertainment today From the 5days long test matches to 50 overs a side one day matches to the newest avatar the Twenty 20format the game of cricket has certainly come a very long way And in tune to that the brandingprocess in cricket has also evolved in a dramatic manner over the years

Details of Branding

If not long only we can go back to some 20 to 25 years back we can see the very classic and verycleanly image of cricket With scenic arenas large spans of green grasses clean wickets cleanstadiums unbranded equipments like bats wickets boundary ropes perimeter boards spotlesswhite clothes basic score boards simple presentation ceremonieshellipetc In addition to that theplayers be at a national or International level were also involved in very few endorsements

But the advent of liberalization and the growth of television viewership have given a hugepopularity boost to the game With the birth of cable and satellite television came a deluge ofprogramming options for Indian advertisers Cricket stood alone as a means to cut throughbarriers of age gender geography language and socio economic class classifications It is todaya medium by itself one which accounts for approximately 15-20 of total television advertising ina given yearGraphically if we need to show the increase of brands advertised on the television we can come

to know the truth behind the above statement

1235110914

8706767380417875

6830

4774449639733906

1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2007

Total No of Brands Advertised on TV over the years 983123983119983125983122983107983109 983098 983124983105983117

F



983120983154983141983152983137983154983141983140 983106983161983098 983105983150983155983157983149983137983150 983123983137983149983137983148983084 983123983139983144983151983151983148 983151983142 983112983151983156983141983148 983117983137983150983137983143983141983149983141983150983156983084 983123983119983105 983125983150983145983158983141983154983155983145983156983161983084 983106983106983123983122 983120983137983143983141 983091

254

179

123

96106102

75

22152

1995 1996 1997 1998 1999 2000 2001 2002 2003 2007


4211

32292690

1900

13921022

699

2487820

1995 1996 1997 1998 1999 2000 2001 2002 2003 2007






















as follows








983120983154983141983152983137983154983141983140 983106983161983098 983105983150983155983157983149983137983150 983123983137983149983137983148983084 983123983139983144983151983151983148 983151983142 983112983151983156983141983148 983117983137983150983137983143983141983149983141983150983156983084 983123983119983105 983125983150983145983158983141983154983155983145983156983161983084 983106983106983123983122 983120983137983143983141 983092













apparels











983120983154983141983152983137983154983141983140 983106983161983098 983105983150983155983157983149983137983150 983123983137983149983137983148983084 983123983139983144983151983151983148 983151983142 983112983151983156983141983148 983117983137983150983137983143983141983149983141983150983156983084 983123983119983105 983125983150983145983158983141983154983155983145983156983161983084 983106983106983123983122 983120983137983143983141 983093




ways to do this is









signages etc









hour






should be -


and pocketsrdquo

References



By- Ansuman Samal



Bhubaneswar



983120983154983141983152983137983154983141983140 983106983161983098 983105983150983155983157983149983137983150 983123983137983149983137983148983084 983123983139983144983151983151983148 983151983142 983112983151983156983141983148 983117983137983150983137983143983141983149983141983150983156983084 983123983119983105 983125983150983145983158983141983154983155983145983156983161983084 983106983106983123983122 983120983137983143983141 983091

254

179

123

96106102

75

22152

1995 1996 1997 1998 1999 2000 2001 2002 2003 2007


4211

32292690

1900

13921022

699

2487820

1995 1996 1997 1998 1999 2000 2001 2002 2003 2007






















as follows








983120983154983141983152983137983154983141983140 983106983161983098 983105983150983155983157983149983137983150 983123983137983149983137983148983084 983123983139983144983151983151983148 983151983142 983112983151983156983141983148 983117983137983150983137983143983141983149983141983150983156983084 983123983119983105 983125983150983145983158983141983154983155983145983156983161983084 983106983106983123983122 983120983137983143983141 983092













apparels











983120983154983141983152983137983154983141983140 983106983161983098 983105983150983155983157983149983137983150 983123983137983149983137983148983084 983123983139983144983151983151983148 983151983142 983112983151983156983141983148 983117983137983150983137983143983141983149983141983150983156983084 983123983119983105 983125983150983145983158983141983154983155983145983156983161983084 983106983106983123983122 983120983137983143983141 983093




ways to do this is









signages etc









hour






should be -


and pocketsrdquo

References



By- Ansuman Samal



Bhubaneswar



983120983154983141983152983137983154983141983140 983106983161983098 983105983150983155983157983149983137983150 983123983137983149983137983148983084 983123983139983144983151983151983148 983151983142 983112983151983156983141983148 983117983137983150983137983143983141983149983141983150983156983084 983123983119983105 983125983150983145983158983141983154983155983145983156983161983084 983106983106983123983122 983120983137983143983141 983092













apparels











983120983154983141983152983137983154983141983140 983106983161983098 983105983150983155983157983149983137983150 983123983137983149983137983148983084 983123983139983144983151983151983148 983151983142 983112983151983156983141983148 983117983137983150983137983143983141983149983141983150983156983084 983123983119983105 983125983150983145983158983141983154983155983145983156983161983084 983106983106983123983122 983120983137983143983141 983093




ways to do this is









signages etc









hour






should be -


and pocketsrdquo

References



By- Ansuman Samal



Bhubaneswar



983120983154983141983152983137983154983141983140 983106983161983098 983105983150983155983157983149983137983150 983123983137983149983137983148983084 983123983139983144983151983151983148 983151983142 983112983151983156983141983148 983117983137983150983137983143983141983149983141983150983156983084 983123983119983105 983125983150983145983158983141983154983155983145983156983161983084 983106983106983123983122 983120983137983143983141 983093




ways to do this is









signages etc









hour






should be -


and pocketsrdquo

References



By- Ansuman Samal



Bhubaneswar

article on branding cricket

Documents