event and media marketing

8/12/2019 Event and Media Marketing

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Principles

Event Infrastructure

1. Core Concept2. Core People

3. Core Talent

4. Core Structure


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Principles.

Target Audience

Clients

Event Organizers

Venue

Media


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Indian Premier League (IPL)ParentCompany BCCI (Administrator)

Category Cricket EventSector Sports and Entertainment

Tagline Slogan MANORANJAN KA BAAP (King ofentertainment);

USP An exciting annual T-20 crickettournament with all internationalcricketers playing together


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Billions of people across the

world who love to play or

watch cricket

Every Individual

Entertaining T20 cricket tournament


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4 Ps

PRODUCTIPLPlayers from all over the world

BCCI income of approx.US$ 1.6 billion, over a periodof five to ten years40% to IPL, 54% to franchisees &6% as prize money-PresentAfter 2017,50%, franchisees 45%

and prize money 5%Sony Entertainment paid Rs.8700crores (87 billion) for 10 years.

1st

season of IPL wasplayed in INDIA2ndseason was played inSOUTH AFRICA

PRICE

PL CE PROMOTIONSuper stars like Shah Rukh,Preity, Akshay, Katrina, Hrithikhad been a source which provided alot of glam to IPL promotionPreity Zinta, the co-owner ofKings XI Punjab and Australian

pace man Brett Lee sold the ticketsalong with their autographs.


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Branded cricket sports.

First sports event to be

broadcasted live on YouTube.

Fast paced & Exciting.

Controversies like team

ownership disputes.

Damages to other forms of the

games.

Failure due to weather. Tickets at exorbitant prices.

Huge opportunity to leverage onpopular brands through

advertising, merchandising.

Attractive marketing

communication opportunity.

Gaining popularity of other sports. Govt. regulations

Emergence of similar

tournaments in other countries


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Media Restrictions

Suspension of Lalit Modi

2012 spot fixing case

Conflict with Cricket Club of India


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Cinema Advertising

Cinema advertising is a medium through which

branded products are placed in movies

Cinema advertising is also known as covertadvertising

Advantages of celebrity endorsement for the

product or brand in a movie.


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One of the earliest movies to use in film advertising was Fritz Lang's film M

(released in 1931)

In India, existed since 1970s.

The famous product placement in Hindi movie was the yellow colored

Rajdoot bike in the movie Bobby.

Covert advertising in India was of Pepsi in the film Taal in the year 1999.


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Product

Cinema itself is aproduct

Price

Special Discount tickets prices can cut

into half foreveryone , once in aweek.

Place

Theatre

Television

Promotion

Word of mouth Movie Reviews Movie Posters Advertising

Campaign of

films


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Taste and preferences differ of

the viewing audiences.

Most booming sector in India.

Change in lifestyle and spending

patterns Indian masses on watching

films.

Privacy , violation of intellectualproperty rights

Customer resorting to other

ways of entertainment.

Offering opportunities ofexpansion

Media Penetration


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Products and services are perceived as having higher value

Theres a celebrity halo effect

The best way to get brands noticed at a cheaper price

The viewer cant ignore the product without missing the Plot


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Failure at box office

Just a minute advertising

Not informative

No lasting impression

Wrong interpretation


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Brand should be integrated in the script of the film

E.g.: In the film Jerry Maguire, the theme and script gave a natural flow for

Reebok to be highlighted and it came across well

brand communication should be used in selective and judicious manner

and, should not be an overdose of the brand and its communication


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Conclusion

event and media marketing

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