With the upcoming of IPL - War Of Warriors, many companies have lined their strategies to promote their brands/products. More than 100 brands are competing on the platform of IPL for the attention of consumer's. IPL had, last month, floated new sponsorship slots for the 11 cities that will host 60 matches this season at Rs 8-10 crore per sponsor.
The sponsors were offered access to branding on perimeters and in-stadia displays. But most marketers have found the price, about one-fourth of what a central sponsor like DLF pays, far too steep to spend on a specific city.
So, is IPL really a hot spot for companies & their brands?? Suggest your views....
Yes, IPL seems to be a real hot spot for companies & their brands. IPL takes place as an event every year & it gives companies to promte their brands in a most effective way though for a short period of time. The third IPL season has opened avenues for even smaller advertisers outside of television, so clutter is bound to increase.
Meanwhile, marketing circles are abuzz with talks of a brand overload around the Twenty20 tournament, thanks to the numerous advertising and sponsorship opportunities floated by the IPL, ranging from television (Sony Max and Colors) and Internet (YouTube) to team sponsorships, ground sponsorships and theatre rights.
I dont think so, advertising in IPL is similar to placing your product in a shop where you are competing with 100 products having direct, indirect or no competition. So you have to have a uniqueness in your communication to stand out as Bingo did a couple of years back, which is not an easy ball game coz brands that tried following Bingo were not successful.
Its better to tie up with the winning team post IPL coz thats the time the team is on high & every one follows them & thats the time to encash as even the expenses are cut down due to low rates.
yes,IPL is a very good platform for companies to advertise there brand...because IPL have a global platform which enables a company to avertise more effectively nd that to within a short span of time By
Rishabh surana, B.Com student, st xaviers college kolkata
| 03 18 2010 14:39:01 +0000
Cricket is religion in India, No cricketing event in India can pass without leaving its impact. That's why companies like VODAFONE launch their TV commercials offering new services during IPL only (media budget 50 cr), if you can recall ZOO ZOO commercial was hit for them in 2009 which added to brand recall and sales figure, thus this time also they are running their zoo zoo commercial on SET Max only during IPL matches, they know the impact of the event.
No brand can go unnoticed during this event, MICROMAX, Karbon mobile and other brands will be built during this period, no other event can give this kind of millage.
Thus it is worth investing money in this event, IPL is today 7000 cr brand, and it is because people are watching it.
yes, broadcasting, viewers, well knwon sponsers, all those required things for branding are there.. only thing is that companies should place there advertisements accordingly... putting your product along with top brands of different industries could play vital role in branding your product... By
VISHAL DURGE, MANAGEMENT TRAINEE, PSP MARKETING
| 03 16 2010 11:58:16 +0000
yes.it's right..Ipl takes place event every year.i gives chance to mny companies to promote their brands and now IPL is also very popular.many people even the villagers watch cricket.so many companies promote their brands in IPL effectively. By
prarthana dutta, MCA student, anand engineering college,agra
| 03 15 2010 13:55:04 +0000
IPL is really a huge platform to display your products.....Though it is costly, it provides great attention from its mega viewership. As far as composition is concern, we should have to be creative in form of ADs as well as concept. Any creative idea will bring attention from the viewers.......
What a question to ask ? Anything to do with cricket in india is a winner. Especially an event like the IPL which is india's answer to the world of cricket. Today india can be known as the cricket superpower for revolutionising the game in such a way. When in the last edition played in S.Africa itself drew such a tremendous response, wouldnt it give the same returns if played in india.
It is kudos to the indian brain and the making of an event at such a large scale.
Yes you are right. Several thousands of people watching directly or through TV channels. Very good appeal to all viewers to entice their attention. It also enhances reach to various segment. Buzz is created. Good launching pad for various brands/products
Modi’s detractors say he has tried to ride his luck too often and is killing the brand slowly, but the man who conceptualized the tournament in 2008 says “IPL is going to become the world's biggest brand. In any case, we are already India's most global brand”.
The psychology of how consumers think, feel, reason, and select between different alternatives (e.g., brands, products);
The psychology of how the consumer is influenced by his or her environment (e.g., culture, family, signs, media);
The behavior of consumers while shopping or making other marketing decisions;
Limitations in consumer knowledge or information processing abilities influence decisions and marketing outcome;
How consumer motivation and decision strategies differ between products that differ in their level of importance or interest that they entail for the consumer; and
How marketers can adapt and improve their marketing campaigns and marketing strategies to more effectively reach the consumer.
One "official" definition of consumer behavior is "The study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society." Although it is not necessary to memorize this definition, it brings up some useful points:
Primary Methods. Several tools are available to the market researcher—e.g., mail questionnaires, phone surveys, observation, and focus groups. Please see http://buad307.com/PDF/ResearchMethods.pdf for advantages and disadvantages of each.
Surveys come in several different forms. Mail surveys are relatively inexpensive, but response rates are typically quite low—typically from 5-20%. Phone-surveys get somewhat higher response rates, but not many questions can be asked because many answer options have to be repeated and few people are willing to stay on the phone for more than five minutes. Mall intercepts are a convenient way to reach consumers, but respondents may be reluctant to discuss anything sensitive face-to-face with an interviewer.
They represent small sample sizes. Because of the cost of running focus groups, only a few groups can be run. Suppose you run four focus groups with ten members each. This will result in an n of 4(10)=40, which is too small to generalize from. Therefore, focus groups cannot give us a good idea of:
What proportion of the population is likely to buy the product.
What price consumers are willing to pay.
The groups are inherently social. This means that:
Consumers will often say things that may make them look good (i.e., they watch public television rather than soap operas or cook fresh meals for their families daily) even if that is not true.
Consumers may be reluctant to speak about embarrassing issues (e.g., weight control, birth control).
Obviously you are right Mr.Makrand Bhave. Moreover it's a good & costly platform for the brands to attract the attention of the viewers. It's a Good approach for various brands to be converged in one platform and creating vibration
Namratha it is a platform or we can even call it a launching pad for many products. But the question remains is that who is going to get benefited is it IPL or the company or the end user
Meena, though we are on the same side of the debate there's just one fact that I need to point out. IPL is to add two more teams in IPL -IV and VIDEOCON is sure to sponsor the team from Pune. If your thoughts / views hold value, Dhoots would not be too interested in taking plunge is sponsoring a team and being a part of IPL.
Purely on the lighter side, pray none of Dhoots read what you wrote as that goes against their business vision.
this year, the broadcast will be a chaos of ads and noise of crowd at stadium. Every time any shot is hit, Stars will come in 10 second snippet ads bashing their style promoting something cheerful. When someone get's out, the insurance Co.'s will flash their names and ads. on the main game screen, the only part of game visible will be the batsman and the bowler , the pitch and the path of the ball. rest of the screen will flash with promos and ads...
Also Youtube will be Showing IPL, so you can expect a popup of an ad every 10 seconds you watch the game. God knows you'll kill the popups or stop watching.
The Hype of Cricket is about to reach the threshold. Let's see if it reaches there this IPL.
Every Advertiser want to place themselves in the consumer's mind therfore they usually advertise and spending huge during big events like IPL or other huge promoted events. They spend huge to attract more eyeballs, therefore plenty of brand using their luck. Last year in IPL, Amity University is only brand, did Pop up advertising. Vodafone and Airtel are the top two advertiser spend huge as campare to other brands last year IPL, They were advertising in convention category. More than 70 advertisers participated last year during IPL and they advertise more the 150 brands. Let see how many brand are participating this time.
Absolutely yes Namrata!! I would have preferred this in a Q&A rather than a debate only because the answer is so obvious. In a Q&A youwould have had the freedom of getting to know the how as well!!
Cricket cricket, media makes out of $$$$ of it. IPL will not influence any consumer buying. Corporates are spending like anything, they should try build the CSR activity. I am having huge doubt on the corporates who are spending on IPL. It's game leave it. By
Syed Thameem, Telecom Consultant - Senior, Consultant
| 03 18 2010 11:33:21 +0000
Thoroughly well explained yet if a customer can not even know who is advertising and why the purpose is lost. Thus it is "overcrowding" that probably is being pointed and any overcrowding will surely cause delay if not put a stop to movement.
Namrata, Good debate to start. No, I don't think IPL-III is a hot-spot for a brand / company apart from those which are already associated with it from its earlier versions.
What Big Bazaar is to Retail, IPL is to Cricket. Got deep pockets, park yourself or else I'm fine without you - same strategy is followed by both. Investments made, platform created, hype done, sponsors blocked - whatz new they have to offer?
Promises IPL-I had shown, IPL-III certainly lacks in it. Thinking of a brilliant idea, creating a platform and making success of first couple of editions is one thing and making it stand on its own values is surely another. Kerry Packer series is just an example of brilliant ideas dying when it comes of create a sporting miracle. Most sponsors are just doing a juggling act and looking at different ways of supporting the cause they had takenup those many years back.
IPL can be lucrative platform for those companies & brand that have very deep pockets or strong money muscles. The sponsorship cost is very high & small companies can't go for it. And it not sure that after investing in IPL a company is going to get back its returns or not. Some companies like the world’s largest beverages firm did not find the regional sponsorship slot appealing enough because as a national brand Coke is more interested in pan-India platforms.
So, as clutter is getting louder it becomes difficult for companies with low budget though good brands to go for IPL as there are chances to get lost in the clutter. Thus, IPL may not be a hot spot for all companies & brands.
I do not see why is it sign of prosperity to you? It think if there was no inflation we would have a lot of money to do many things which today we cannot..It cannot make us rich..all it does is it takes..
Many people might feel that I am rude if I take this side. But footpath are ACTUALLY made for pedestrians. There is some things we can buy from the footpath vendors because they are cheap. But the quality cannot be guaranteed. To add to this there...
As Mr Mohan said even I do not believe that this is practically possible. There is corruption almost everywhere and even we fall in trap of it every now and then. Boycott is a word and when we add meaning to it , it will become difficult.
