This website uses cookies to ensure you have the best experience. Learn more

Ipl Vs World Cup. Marketer's Perspective

1565 words - 7 pages

IMC Assignment: Critique: IPL Vs Cricket World Cup, Advertising Budgets

Submitted By: Shyam Shet. E2009045

Every Indian marketer worth his dollar is gearing up to be a part of what is being touted as the biggest cricketing season of all time. In a month from now, an estimated Rs 1,500 crore of combined advertising funds will be pumped into the ICC World Cup starting February 19 and then into the Indian Premier League-4 (IPL) beginning April 8. Industry experts say this 90-day chock-a-block cricket calendar will, arguably, be the largest media extravaganza ever in terms of both viewership and revenue. What is interesting is that despite the overdose of cricket ...view middle of the document...

Of the total TV advertising budget of Rs 10,000 crore, nearly 20% is expected to reserve for World cup & IPL. It could well cross 20% of the total TV spends.
What really marks a shift for a majority of advertisers & brands towards cricket is the attractive return on investment (ROI), Associated with cricket. This is precisely the reason why brands like Reebok, Maruti, Sony & Hero Honda, are parking 30-60%, of their overall ad budgets in getting cricket related sponsorships. Auto companies like Maruti Suzuki & Hero Honda, have large advertisements budgets allocated during the world cup & IPL.Their core target group is Male in the age group of 25-34 years, which have a heavy affinity towards cricket. Thus it is certainly worth spending the extra buck on advertisements during the World cup & IPL. According to data from aMAP, which records overnight viewership data, a record 73.6 million people tuned in to the India-England match. These figures certainly justify the big spending of all the corporates on advertisements during the world cup.
World Cup Vs IPL. Which is the better option?
The debate: World Cup Vs IPL, is itself debatable. Both the IPL & World cup, are expected to deliver a similar viewership at similar efficiency benchmarks. Hence the decision to invest in WC 2011 or IPL 2011, or both, will be based on the brand or advertiser’s marketing objective, and not viewership.
World cup 2011 & IPL have many interesting facts going for them. Some of the key features which make advertisements in World cup 2011 lucrative include:
* Given the rich form of the current Indian team, over the last 4 months, and the fact that they are the favourites to lift the coveted trophy, there is a heightened interest in WC, among the Indian masses. Besides in all probability this will be Sachin’s last world cup. Hence the entire country will be praying that he is able to cherish his dream of being part of WC winning squad.
* The current format of the world cup ensures that India will certainly qualify for the knockout stages. This is very encouraging for the advertisers, as people stand to lose interest once the home team is out. The last world cup in the Caribbean was a nightmare for all advertisers, as India failed to make it in the second round.
* Brands that predominantly target males and youth will associate with both the tournaments in some form as staying off-air is not an option for them during this season. Traditionally, large advertisers on cricket have already taken up sponsorships on both the tournaments or on WC 2011 as it comes at the start of the purchasing season for consumer durables, financial products and automobiles. But the brands with new initiatives and launches in FY2012 will pick up IPL 2011 as it will come under the fresh budgets for the year.
* WC is a mega cricket event involving national pride and passion as compared to other cricket events involving local teams or unknown clubs....

Other Papers Like Ipl vs World Cup. Marketer's Perspective

Continental Drift Essay

5666 words - 23 pages initiative. Mega events don’t take place yearly. They have their own unique duration; the time of which they take place in is related the place where it takes place, examples of this is the Olympics Games in Athens in 2004. The place that a mega event takes place in dose not necessarily has to be a city. It can be a country like for example Germany hosted the World Cup in soccer in 2006. These events do not have to be linked to sports. Exhibitions

Book, Story Essay

1384 words - 6 pages ] Tue 03/18/2014 LV= CUP FINAL: Exeter vs Northampton (10:55am ET) R [HD] Wed 03/19/2014 NATIONAL RUGBY LEAGUE Knights vs Raiders R [HD] Thu 03/20/2014 AUSTRALIAN RULES FOOTBALL LEAGUE Geelong Cats vs Adelaide Crows L [HD] Fri 03/21/2014 UEFA EUROPA LEAGUE ROUND OF 16 - 2nd Leg: FC Salzburg (AUT) vs FC Basel 1893 (SUI) R [HD] Sat 03/22/2014 HYUNDAI A-LEAGUE Brisbane Roar vs Melbourne Victory (4:40am ET) L [HD] Sun 03/23/2014 SUPER LEAGUE


1376 words - 6 pages loyality: More often than not, the company has enthralled consumers in India by connecting itself with their passions including cricket, movies, music and food. Sponsoring the World Cup in 1996 and various other tournaments including the Coca-Cola Cup in Sharjah in the late nineties, the brand became popular and famous among urban Indian population. Further, the company, through its advertising campaigns like Jo Chaho Ho Jaye and Life ho to

To What Extend Did the Local Community Profit from the Fifa World Cup 2014 in Brazil?

1661 words - 7 pages perspective of Brazil as a tourist attraction. In the end, I conclude this essay by summarizing the main aspects and giving my personal opinion on the developments described before. Body If we compare the total revenue of the World Cup with the total costs of the tournament, coming from investments such as infrastructure or stadium construction, we can calculate that the economical boost should be around 2.6 Billion Dollars (Harris, 2014). Also, the

Cases in Sm

1317 words - 6 pages the car • It created a lot of buzz among the Indian consumers for the new Renault Duster • Clearly understanding the Indian consumer’s love for cricket, Renault associated with Cricket by sponsoring the Extra Innings (IPL) and Ind Vs SL series where the car was given to Virat Kohli for being the ‘Man of the Series’ 7. 7. Different Launch Strategy • The company also encouraged auto reviewers, journalists from auto publications, even bloggers, to

Standpoint Theory

1195 words - 5 pages . Societal inequalities generate distinctive accounts of nature and social relationships. The standpoint theory argues that the perspective from the lives of the less powerful provide a more objective perspective than lives of the powerful. So, poor people have a better and comprehensive way of seeing the world compared to the rich people. The standpoint theorist idea suggests that dominant people have a less objective view of the world. Privileged

My Favourite Hobby

986 words - 4 pages My favourite hobby. Now what is my favourite hobby. Well I thought for quite sometime and came to a rather different conclusion. I love watching TV but just not 303 Disney channel or 101 mnet I would rather switch to 200, press the ok button, and get the latest sporting news. The sports I’m most likely to watch are soccer, rugby, cricket and tennis. Why soccer you might ask? Well I play a lot of soccer and since the 2010 world cup is going to

One Summer’S Transformation

1586 words - 7 pages particular pride in it. That was the case until this summer’s World Cup 2002, co-hosted by Japan and Korea. Though not an extremely passionate soccer fan before, I started to watch the world cup with increasing interest. The first day when the USA beat "unstoppable" Portugal, whose team consisted of Luis Figo, one of the world's best soccer players, Rui Costa, Sergio Conçeicao, and a pool of the best European talent, I was happy. However, then

Business Research Report

1990 words - 8 pages Business Research Report #2 Kimberly Pace BUSI 1033 Introduction to Business, 7-Nov-15, Lisa Allen Yorkville University Business Research Report #2 As part of my Business Research Report I have chosen the following companies: The Second Cup Ltd. And DAVIDs Tea Inc. Throughout the course, there has been so much discussion regarding coffee that I thought I would delve into the coffee and tea world a little deeper

Marketing to the Bottom of the Pyramid

847 words - 4 pages people that contributes in economic development of a country. References Agnihotri, A. (2013). Doing good and doing business at the bottom of the pyramid. Business Horizons, 56, 591—599. Bharti, K., Sharma, V., Agrawal, R. & Sengar, A. (2014). Marketer's Mindset: Key to Develop Bottom of the Pyramid Market. Procedia-Social and Behavioral Sciences, 133, 169-179. Schuster, T. & Holtbrügge, D. (2012). Market entry of multinational companies in markets at the bottom of the pyramid: A learning perspective. International Business Review, 21(5), 817-830.


5838 words - 24 pages TELEMARKETING AS A PROMOTIONAL T O O L ITS EFFECTS AND SIDE EFFECTS Kenneth C. Schneider Abstract—Telemarketing has added a new medium to the marketer's bag of tricks. This article briefly discusses the benefits and limitations of telemarketing as part of an overall marketing campaign. It then proceeds to discuss (via some new findings) the potential side effects that telemarketing may have on the image of the firm using it. Introduction

Related Essays

Indian Premier Leaue Essay

742 words - 3 pages , which guaranteed quality entertainment. * As the teams were pertaining to a specific region like Rajasthan Royals, Chennai Super Kings, it appealed to the emotion and created a sense of loyalty among the fans of that region. For e.g., CSK has huge following and loyalty of fans from Tamilnadu. * IPL was aimed at youth and middle aged people. * Unlike World Cup or any other cricket tournament, every single time the winner is an Indian

Indian Premier League Cricket Essay

4389 words - 18 pages international cricketers will put aside national allegiances to play for privately-owned and city-based teams. Top cricketers have been offered huge pay packets to take part in the 44-day, 59-match extravaganza across cricket-mad India. Moves by sports organisers to curb media rights have largely failed in the past. FIFA tried imposing similar restrictions on photo coverage of the 2006 World Cup but backed down under a threat of a worldwide

Impact Of Ipl On The Sports Scenario In India

1164 words - 5 pages skills into their daily routine of work. Preparing the event managers of today to be the global leaders of tomorrow . it would not be a surprise that the advent of the IPL may even lead to the arrival of many other sports to attain equal importance in our country. Wait until we soon see the FIFA World Cup being conducted in more state –of – the – art stadiums to come. Come what may , we know for sure that the path this is leading to, is certainly a path of unlimited success. We know now that this is undeniably a time to exult and be delighted as there are enormous span of opportunities waiting for us in this disguised Pandora’s Box.

The Differences Between Women's And Men's Brain.Docx

1003 words - 5 pages generally stronger with left-brain activities and approach problem-solving from a task-oriented perspective while women typically solve problems more creatively and are more aware of feelings while communicating. 3. Mathematical abilities. An area of the brain called the inferior-parietal lobule (IPL) is typically significantly larger in men, especially on the left side, than in women. This section of the brain is thought to control mental