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Cricket as a marketing platform
CRICTRAC presents an
overview of cricket as
a marketing platforms
A look at key brands associated with cricket in
various forms and their performance
Snapshots presented by AZ Research – from
researches conducted over 2005 - 2011
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The changing landscape of cricket in India
 The changing landscape has changed the commercial landscape of cricket also
 3 formats of game
 Multiple types of events – IPL, CL and International games
 Multiple vehicles for on-screen presence
 Many teams available as platforms for continuous relationship
 This changing landscape has provided marketers with many opportunities for using cricket as a
platform for marketing activities  there are 2 key dimensions of these opportunities
Wide audience - to get brand
reach for brand reinforcement /
reach promos to TG
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Associations with teams / events
etc – to get imagery rub off for the
brand
Apart from international cricket, IPL & CL are
the key events which have a large audience
 IPL is working like a rage – with a very high committed viewership
 Global competition at home – working subliminally to provide high sense of pride
 Higher order competition, coming together of legends and new comers  Some sense
of pride that India is hosting a mix of legends as part of local teams
 Low involvement of emotions (national pride not involved) – it is just for love of ‘game’, all
the fun, while loss does hurt self esteem
 It is not India playing against another competitor where ‘losing’ is seen as a national
shame / lack of national pride; while regional pride is associated – its not as strong
 The X Factor: Money & Glamour – Mix of Bollywood, Corporate India & Cricket. Kick of
gambling entering the function because of high moneys involved
 ‘Money’ & ‘glamour’ attracts attention - unknown players also get overnight ‘celebrity’
status
 CL – has seen a gradual climb in engagement
 While there is improvement over 2009, there is still lack of familiarity with the event,
specifically with respect to Non IPL teams & Players
 “Since we don’t know the teams we don’t feel interest to watch that. There are so many
unfamiliar teams”
 Amitabh Bachhan emerged as a strong icon for CL 2010
 Quality of cricket in CL is appreciated, and this will clearly work in its favour in the long run
 “This time (2010) the quality of cricket was better than the previous CL”
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Cricket followers
In this context, lets look at viewership of IPL 2011  the extent of
platform that cricket events today provide for brands
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IPL 2011 - viewership
Base : All random contacts SEC A/B/C, 15 to
45 years (16400 in 2011)
16
18
36
38
49
44
IPL 2008 IPL 2009
Follow ers of IPL
14
12
36
46
50
42
IPL 2010 IPL 2011
Keeping in touch
Not follow ing at all
Followers (%)
 Viewership of IPL has taken a drop while ‘keeping in
touch’ with IPL of IPL has grown marginally in 2011
 Significant increase was seen in 2010 as compared to
2009 and marginally higher than 2008 – this year it has
dropped back to 2009 level
 Highest penetration amongst males and SEC B/C, middle
age profile 26 – 35yrs
 SEC A has seen significant drop over the last year,
followed by a mild drop seen by SEC B, though viewership
in SEC C is almost stable
Male
Female
A
B
C
15-25 yrs
26-35 yrs
> 36 yrs
IPL 2011
46
37
34
44
40
42
46
36
IPL 2010
56
42
56
52
42
52
48
46
IPL 2009
50
37
50
46
44
44
43
45
IPL 2008
52
44
58
47
46
52
46
50
IPL franchise has expanded, while regular follower-ship has dropped
Interest in IPL remains but commitment has dropped!
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IPL 2011 - viewership
 Viewership of IPL 2011 in the TG SEC ABC, 15 to 45 years ~ 4.3 crore
Source
SEC ABC 15 to 45 yrs
http://en.wikipedia.org/wiki/Demographics_of_I
ndia
32,11,86,661
Population of the TG
Projected figures from primary source
10,34,22,105
Viewership of IPL
Projected figures from primary source
42%
No. of followers of IPL
Projected figures from primary source
4,34,37,284
Urban Population
 IPL seems to have stabilized as a platform – even at moderate viewership this year, it is providing a
very large platform for commercial associations
 This report looks at brands which have made most of this commercial platform
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IPL 2011 as a platform for reinforcing brand
recall
This report presented top brands recalled by the viewers at various
levels & platforms in IPL 2011
Additionally, this report focuses on players from telecom sector in IPL
2011
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Vodafone presence in IPL 2011
Comprehensive presence – on all media options
TV commercial
Features
On Signage
Boundary rope
Pitch logo
Presentation stage
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Player of the match
Idea presence in IPL 2011
Comprehensive presence – on all multiple options, except on screen features
TV commercial
Team association with DDD
Perimeter board
On Signage
Play-cards
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T- shirt
Aircel presence in IPL 2011
Comparatively limited presence – primarily on team, apparel & on-field signage
Team association with CSK
On Signage
Perimeter board
T shirt, Helmets & caps
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Airtel presence in IPL 2011
Limited presence – present only with TVC
Airtel TV commercial
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Docomo presence in IPL 2011
Limited presence – present only with TVC
Docomo TV commercial
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Sponsors of IPL 2011
Base : All IPL followers (4688)
Recall DLF as main sponsor - %
79
74
77
74
5
Main Sponsor
2011

Other key brands recalled are
Nokia & Aircel
16
2

2
12
1
10
2
9
1
5
1
4
1
Idea
Vodafone is recalled highest as
being other sponsor of IPL
19
Karboon
mobile


Hero Honda
DLF is recalled strongly and
clearly as the main sponsor –
this is stable over years
DLF IPL


Kingfisher
74
Aircel
2010
Nokia
2009
Vodafone
2008
Other Sponsors
DLF – recalled as the main sponsor of IPL
3 telecom brands recalled as IPL sponsors – Vodafone, Aircel and Idea
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Brands associated with IPL & their drivers
When I talk of IPL 2011, please tell me which brands come to your mind?
Their recall drivers
Brands recalled
Base : 4688
DLF IPL
34
Vodafone
22
20
Nokia
16
Aircel
13
Kingfisher
Hero Honda
11
Main sponsor , ‘Present in presentation ceremony’; ‘name attached to IPL’
Associated sponsor, high on TV commercials
Mainly on cheer leaders, players dogout & KKR sponsor
Sponsor for CSK team and presence in perimeter board, Electric screen
TV commercial with team players for DC/ DDD/ MI/ PW / RCB and
presentation
3D pitch logo, MI chest T shirt & other signages
Pepsi
7
Pune warriors teams sponsor
Karboon mobile
7
“Karboon kamaal katch” contest before starting the match
Idea
5
Back T-shirt on DDD & High TV commercials
Airtel
4
High on TV commercials
Coca Cola
4
TV commercials & sponsor for DDD/ KKR & MI
DLF & Vodafone are the strongest commercial association recalled by the TG in IPL 2011
All telecom brands associated with IPL feature in top 10 brands
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Brands associated with IPL – over seasons
When I talk of IPL 2011, please tell me which brands come to your mind?
Brands recalled – 2009
2010
DLF
49
Vodafone
38
Hero
Honda
25
Nokia
20
Aircel
16
King
fisher
12
Idea
7UP
Airtel
DLF
12
9
9
39
Vodafone
26
Hero
Honda /
18
Nokia
15
DLF IPL
20
Aircel
Kingfisher
Idea
12
Hero
Honda
9
22
Nokia
13
Kingfisher
34
Vodafone
Aircel
14
C iti
2011
16

13
11
Pepsi
7
7
Karbonn
Mobile
7
Karboon
mobile
Airtel
7
Idea
5

C iti Bank
6
Airtel
4

6
C oca
C ola
4
Videocon
Mobile
DLF & Vodafone are the strongest commercial association in IPL 2011. Vodafone is strong,
though declining, Idea and Airtel have also dropped while Aircel has strengthened
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Brands associated with CSK
Key brands associated with CSK
IPL 2011

All
Chennai
Aircel
44%
53%
Gulf
34%
20%
DLF
28%
23%
Reebok
25%
28%
India cements
25%
31%
Coromandel Infotech
23%
30%
7UP
19%
Amrapali Group
Mansion House
IPL 2010
All
Chennai
Aircel
42%
62%
DLF
22%
58%
India cements
16%
32%
ACC Cement
14%
11%
Reebok
12%
11%
25%
Fosters
8%
8%
14%
11%
Coromandel K
7%
14%
3%
4%
Memory Vita
6%
6%
Aircel is the leading brand associated with CSK – it was clearly shown as a lead sponsor
for CSK in team communication – this seems to have paid well !
Aircel is the most recalled brand with CSK – this seems to have marginally increased in
2011 at all India level, though strength of association has marginally dropped in Chennai
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Brands associated with DDD
Key brands associated with DDD
IPL 2011

All
Del
IPL 2010
Idea
46%
52%
Kingfisher
32%
36%
Muthoot Group
32%
44%
DLF
24%
16%
Coca Cola
23%
43%
Adidas
14%
18%
Amity University
13%
Panasonic
MAX Healthcare
All
Del
Hero Honda
32%
47%
Coca Cola
26%
53%
DLF
22%
4%
GMR
17%
17%
Kingfisher
13%
1%
26%
Panasonic
9%
20%
8%
12%
Muthoot Group
7%
3%
4%
8%
IDEA Cellular
7%
3%
Idea is the leading brand associated with DDD – it was clearly shown as a lead sponsor
for DDD in team communication – this seems to have entrenched better than HH in 2010
Idea is the most recalled brand associated with DDD – this is almost at par with
association of Aircel with CSK
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Brands recalled in IPL 2011 (telecast)
Base : All IPL followers (2000)
Tell me which all brands do you recall having seen during the live telecast of IPL
37
32
33
39%
34%
28
18
20
21
17
16
4
6
12
18
21
8th
15th
21st

Vodafone & Aircel have the highest TOM brand recall in IPL 2011

Amongst telecom operators, Airtel is recalled at 8th level, followed by Idea & Docomo
Vodafone and Aircel have strongest recall from IPL telecast
Airtel has moderate registration
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18
1
Docomo
20
16
Idea
12
16
Blackberry
14
28
DLF
24
32
48% 47%
Aritel
2nd
16
53% 53%
50%
Aided
Axis Bank
1st
57%
Spontaneous
Asian Paints
Aircel
22
Vodafone
21
20
28
61%
Puma
29
26
66%
ACC Cement
23
TOM
68%
Nokia
73%
Brands recalled in IPL (telecast) – over
seasons
2011
2010
2009
Brands
%
Rank
Brands
%
Rank
Vodafone
73
1
Aircel
51
Aircel
68
2
Nimbooz
Nokia
66
3
ACC Cement
61
Puma
2008
Brands
%
Rank
Brands
%
Rank
1
DLF
55
1
DLF
52
1
47
2
7UP
54
2
Nokia
50
2
Airtel
45
3
Aircel
53
3
Hero Honda
43
3
4
DLF
45
4
Vodafone
50
4
Bajaj Allianz
42
4
57
5
Vodafone
43
5
Idea
49
5
Kingfisher
40
5
Asian Paints
53
6
Bingo
42
6
Coca Cola
47
6
Vodafone
38
6
Axis Bank
53
7
Adidas
42
7
Nokia
44
7
Citi
38
7
Airtel
50
8
Citi Bank
41
8
Hero Honda
44
8
Blue Star
32
8
DLF
48
9
ACC Cement
41
9
Fly Kingfisher
42
9
Spice
31
9
Blackberry
47
10
Coca Cola
40
10
Citi
40
10
Reebok
29
10
Idea
Docomo
39
34
15
21
Idea
Docomo
28
25
21
29
Airtel
Tata Indicom
43
22
12
26
Aircel
Idea
31
26
11
28
Tata Indicom
16
32
Vodafone and Aircel have strongest recall from IPL telecast – Vodafone strengthened
over years. Airtel and Idea have dropped while Docomo has come in last year and is
stable
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IPL vs. CL vs. Indian games in International
cricket as a platform for reinforcing brand recall
An overview of how brand associations have delivered for key
sponsors – in terms of reinforcing salience – on international (India)
games vs. CL vs. IPL as platforms
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International (India) games vs. CL vs. IPL
2009
Champions
League 2009 –
Airtel recall
IPL (2) 2009 – DLF
recall
Indian team in
international cricket
2009 - Sahara recall
Main sponsor
89%
79%
92%
Brands associated with event
79%
49%
79%
Brands recalled in match
yesterday
79%
55%
90%
Brand Recalled on TVC
89%
- Not in top 10
NIL
Brand recalled on TVGI
83%
19%
NIL
Brand recalled on field signage
75%
63%
92%
~80% to 90% of the viewers recall the key sponsor as the key sponsor for the event –
this is quite high for Sahara as sponsor of Indian team
Recall of Airtel in Champions League ’10 is significantly higher than that of DLF in IPL
(3) – overall in the series, as a main sponsor and on every platform used
Marginal drop observed for Airtel in CL 2010 over CL 2009
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International (India) games vs. CL vs. IPL
2010
Champions
League 2010 –
Airtel recall
IPL (3) 2010 – DLF
recall
Indian team in
international cricket
2010 - Sahara recall
Main sponsor
85%
77%
92%
Brands associated with event
62%
41%
82%
Brands recalled in match
yesterday
64%
45%
88%
Brand Recalled on TVC
80%
- Not in top 10
NIL
Brand recalled on TVGI
70%
- Not in top 10
NIL
Brand recalled on field signage
78%
68%
95%
~80% to 90% of the viewers recall the key sponsor as the key sponsor for the event –
this is quite high for Sahara as sponsor of Indian team
Recall of Airtel in Champions League ’10 is significantly higher than that of DLF in IPL
(3) – overall in the series, as a main sponsor and on every platform used
Marginal drop observed for Airtel in CL 2010 over CL 2009
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Sponsor feedback
Feedback on contests
An overview of how brands in telecom sector used promos in IPL 2011
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Contests in IPL 2011
IPL seasons are spiced up by contests run
by teams / IPL and their corporate
sponsors every year - these contests add
up to the entertainment quotient of IPL per
se
This year there were 4 prominent contests
– all registered moderately with audiences
– Nokia KKR tension bhagao
– Karbonn kamaal katch
– T20 Extraa Innings Dham Dhadaka
– Vodafone star of the match
Detailed viewer
feedback to these
contests is detailed
herewith
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Vodafone - Star of the Match Contest
• 13% of the audience registered ‘Star of the match’ contest –
all of them associated Vodafone brand with it
• ~10% of the audience claimed to have participated in the
contest
• Key elements recalled in the contest are …
The best answer is given a ball in match
Question asked to the spectators
Ball is autographed by the winning captain
Telling about Vodafone offer
Some toys (zoozoos) walking and dancing
27%
22%
18%
14%
12%
Is the contest unique – seen as
different by 55% of viewers
Extremely
different, 17
Not at all
different, 8
Not much
different, 10
Different, 38
Neither not
different nor
different, 27
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Vodafone - Star of the Match Contest
• Most of the viewers who have seen the contest liked it - silly,
but interesting questions, fun contest
• Reward of meeting the players is also liked by most of the
viewers, though some credibility concerns with some viewers
who feel the reward is unreal
“Chance to meet the players and be close to him for that moment and
handshake with him” “I felt it was better than last year.. Call the stars, in
that I know my friend had called and it was just a voice recorded
message it was such a let down, at least in this there is no false promise”
“It is the best promo because we get something in real live at the
stadium”
“It is not that good … I feel that I will not be able to reach at that level”
Is the contest liked – liked by 68% of
viewers
Like it
extremely,
46
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Dislike it
Dislike it
extremely, 6
somewhat,
4
Neither like
it nor dislike
it, 21
Like it
Somewhat,
22
Nokia- KKR tension math le yaar
• 21% of the audience registered ‘KKR tension math le yaar’
contest – 16% of them associated Nokia KKR brand with it
• ~10% of the audience claimed to have participated in the
contest
• Key elements recalled in the contest are …
Sharukh Khan doing massage to relief the pain
26%
Best tip sent by viewers will be awarded prize
24%
SRK doing oil massage in a player’s head
17%
SRK having lassi with KKR team members
13%
SRK saying something in female voice
11%
Is the contest unique – seen as
different by 56% of viewers
Extremely
different, 16
Different, 40
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Not at all
different, 2 Not much
different, 10
Neither not
different nor
different, 33
Nokia- KKR tension math le yaar
• Most of the viewers who have seen the contest liked it –
But liked primarily because of Shahrukh Khan
• The concept of suggesting players – unique way of
reaching people
“Sharukh Khan is the only good thing in this”
“We can give suggestions to players and that is good”
“We are not interested in spending. It is all about making money”
“Each SMS costs Rs.5 and so don't wish to participate”
Is the contest liked – liked by 61% of
viewers
Dislike it
somewhat,
4
Like it
extremely,
23
Like it
Somewhat,
38
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Neither like
it nor dislike
it, 35
Karbonn- kamaal ka catch contest
• 30% of the audience registered ‘Karbonn
kamaal ka catch’ contest – 20% associated
Karbonn brand with it
• ~10% of the audience claimed to have
participated in the contest
• Key elements recalled in the contest are …
Best catch of the match is shown
26%
The player taking the best catch gets 1 lakh
20%
A prize offer contest
Karbonn mobile has the best network capacity
18%
15%
Catch pakdo IPL dekho
12%
Is the contest unique – seen as
different by 55% of viewers
Not at all
different, 4
Extremely
different, 16
Different, 39
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Not much
different, 12
Neither not
different nor
different, 29
Karbonn- kamaal ka catch contest
• Most of the viewers who have seen the
contest liked it – Silly, fun and too difficult to
participate
• Reaction towards the contest – Not
interesting/Less chances of getting selected
“Kamaal ka Catch” i like because we get opportunity to
see the stars”
“We like Karbon kamal as we get a chance to go in the
field and catch it along with the players”
“I don’t think we can meet the players. Very few people
will get selected”
Is the contest liked – liked by 79% of
viewers
Dislike it
extremely, 2
Like it
extremely,
44
Dislike it
somewhat, Neither like
it nor dislike
10
it, 10
Like it
Somewhat,
35
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Using associations for image rub-off
Teams of IPL are evolving as brand entities - therefore association with these
teams (as brands) leads to rub off of their values and celebrities to the
sponsoring brands
This analysis showcases imagery of teams and rub off on brands – IPL 2010
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Mapping value associations with IPL teams
… 2010
*Show-off
This analysis over years
shows how teams’
equity is evolving
over time
DC – Youthful,
achiever, wealthy
KKR – still seen as arrogant,
with ego problems, show-off
DC
KKR
Helps sponsors in
selecting teams
to associate with
as team equity
has a rub off on
brands which
are associated
with the team
Strong team salience
& values / equity of
the teams impact
salience & value rub-off
for sponsors associated
Youthful
*
Ego problems
*
KXIP
Energetic*
DDD
*Arrogant
*Achiever
*Intelligent
RR
RCB –Arrogant,
entertaining
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Determined
*
*Team spirit
MI
MI – Determined, team
spirit, intelligent,
wealthy
*Entertaining
RCB
*Wealthy
*Stylish
*Talented
RR – Stylish, Talented,
Team spirit
CSK
*Aggressive
CSK – Stylish, Talented,
Aggressive
Brands associated with CSK - 2010
Key brands associated with CSK
Impact of association of brands with CSK
Aircel
Aircel
61%
84%
India cements
29%
22%
Coromandel K
25%
47%
DLF
19%
20%
Reebok
18%
14%
Orbit
15%
8%
Peter England
13%
7%
Lays
13%
9%
7UP
11%
6%
• “Dhoni’s ad comes”
• “its on the apparel also – I think t-shirt and pad”
• ‘kaun banega man of the match’
• Shows all rounder image
• Pan India, national brand, strong brand
Impact on
team
Chennai
• Conveys Aircel has good financial back up
• Fighter spirit – taking on the big players
• Polished company
• Believe in their ability  drawn from Dhoni
persona
• Growing from nowhere  drawn from Dhoni
Impact on
brands
All
Positive rub off on salience & imagery of brand; Also adding on to
team imagery
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Brands associated with KR - 2010
Kolkata
Nokia
51%
55%
Sprite
34%
46%
Star Plus
27%
62%
Belmonte
19%
12%
DLF
17%
10%
Reebok
14%
4%
Tag Heuer
13%
1%
8%
7%
Next
Sprite
Nokia
• “seedhi baat no
bakwas”
• “is baar hum bhi jeetenge
ad comes of kaku”
• SRK with his team
• Captain’s spirit (only
Kol)
• Do not talk but ‘do’
• Too much attitude High talk, no work
• Ambition to win
• Confidence of
winning
• Ad going against
their performance
Impact on
team
All
Impact of association of brands with KKR
• Riding on SRK popularity – Creative use of SRK
• ‘Not good as KKR is losing’
Impact on
brands
Key brands associated with KR
Positive rub off on salience & appeal of brand (strengthening bond with SRK)
Also adding on to team imagery – Sprite (the doing types) and Nokia (the winning
team) – some credibility issues though, given the KKR performance
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Brands associated with MI - 2010
Mumbai
Idea
58%
67%
Mastercard
44%
35%
Reliance
38%
41%
Adidas
29%
22%
Pepsi
27%
21%
Royal stag
22%
19%
Orbit
18%
14%
7UP
13%
2%
Kingfisher
11%
2%
Idea
Mastercard
• “you can talk to celebrities”
• “its associated
with Sachin
• “I tried talking to Sachin..
No. always busy or wrong
number”
• Leader in the market
• Here to capture the
top spot
• Good network
• Reliability  drawn
from Sachin’s imagery
• No strong values
/ perceptions
emerging from
recall
• Impacting
salience only
Positive rub off on salience & imagery of brand; Also adding on to
team imagery
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Impact on
team
All
Impact of association of brands with MI
Impact on
brands
Key brands associated with MI
Brands associated with DDD
Del
Hero Honda
43%
45%
GMR
30%
30%
Coca Cola
30%
22%
DLF
26%
42%
Adidas
25%
37%
Jetking
25%
20%
Orbit
15%
43%
Kingfisher
12%
10%
8%
0%
RC
Hero Honda
GMR
• “its associated with
Delhi team”
• “remember it on the
cap of Delhi team”
• “seen it on the
apparel of Delhi”
• No strong rub-off
• No strong rub-off
• Reinforcing salience
• GMR seen as
aggressive because
of DD association
Brand promotions adding only to recall for HH while GMR getting
aggression rub off from the association
CRICTRAC is a copyright product of SRS Pvt Ltd
Impact on
team
All
Impact of association of brands with DDD
Impact on
brands
Key brands associated with DDD
Brands associated with Kings XI
Moh
Fly Emirates
29%
32%
Nimboo 7UP
27%
38%
Reebok
18%
12%
DLF
18%
12%
Orbit
13%
19%
Dabur
7%
13%
Kingfisher
7%
12%
7UP
6%
12%
Pepsi
6%
25%
Gulf
6%
10%
Fly Emirates
Nimboo 7UP
• “They have Fly Emirates
written on their uniform”
• “its become more
popular now”
• “I didn’t know Fly Emirates
before… know I know it”
• No strong rub-off
• Increase of salience
• No strong values /
perceptions
emerging from recall
• Modern brand
• Youngsters /
youth
Brand promotions adding only to recall for Fly Emirates, however,
Nimboo getting youth ruboff from the team
No specific imagery / value rub off on the team from the brands
CRICTRAC is a copyright product of SRS Pvt Ltd
Impact on
team
All
Impact of association of brands with KXI
Impact on
brands
Key brands associated with KXI
Brands associated with RR
All
Jai
Ultratech
58%
70%
HDFC SL
36%
35%
7UP
34%
22%
DLF
24%
19%
Kingfisher
20%
10%
TCS
16%
2%
Puma
15%
1%
RC
12%
2%
Lays
10%
1%
Impact of association of brands with RR
Ultratech
HDFC SL
“On the T shirt of
Rajasthan team”
• “HDFC standard life”
• No strong values /
perceptions
emerging from
recall
• Increase of
salience
• “I remember it was with RR”
• No strong values /
perceptions
emerging from
recall
• Increase of
salience
Brand promotions adding only to recall – no specific imagery /
value rub off on either the team or the brand
CRICTRAC is a copyright product of SRS Pvt Ltd
Impact on Impact on
brands
team
Key brands associated with RR
Brands associated with DC
All
Hyd
Deccan Chronicle
Odyssey
Deccan chronicle
53%
78%
Odyssey
30%
33%
• “it’s a big media house
which owns the group”
• “I have seen it on
their t-shirt”
DLF
20%
5%
Puma
17%
23%
Kingfisher
15%
7%
Reebok
14%
27%
Hero honda
9%
3%
7UP
7%
2%
Aircel
7%
4%
Orbit
7%
5%
• No strong values /
perceptions emerging
from recall
• Increase of
salience
• No strong values /
perceptions emerging
from recall
• Increase of
salience
Brand promotions adding only to recall – no specific imagery /
value rub off on either the team or the brand
CRICTRAC is a copyright product of SRS Pvt Ltd
Impact on
team
Impact of association of brands with DC
Impact on
brands
Key brands associated with DC
Impact of Commercial association …top ten
brands in IPL 2010
Brand
Platform used
Rub off on brand
Salience
Remarks
Imagery
DLF
Main sponsor of event
55 %
•No perceptions
• Has helped in increasing salience
7 Up
Team Apparel
Nimboo TVC (KXI)
54 %
• Modern
• Youth / youngsters
• Low impact
Aircel
TVC linked with promo
Team sponsor (CSK)
53 %
• Good financial backup,
• Fighter – taking on big
players,
• Self belief, growing from no
where  drawn from Dhoni
• Comparatively best impact for
the brand – has effectively
capitalized on Dhoni’s persona
Vodafone
TVC, On ground signage
50 %
•No perceptions
• Well appreciated ad – positive
impact on the brand, despite no
cricket connect
Idea
TVC with team association
(MI)
Team association (MI)
48 %
• Good network
• Reliability (drawn from
Sachin)
• Good impact on the brand –
Salience & imagery wise
Coca Cola
Team association (DD)
48 %
• Strong, aggressive
• Good impact on brand
Nokia
TVC linked with team (KKR)
44 %
• Riding on SRK popularity
• Only impacted salience
Hero
Honda
On ground signage, Team
Association (DD)
43 %
•No strong rub-off
• Has not enhanced the imagery –
is in line with already what HH
stands for
Fly Kingfisher
Official sponsor
41 %
•No perceptions
•Has increased salience
Citi
Feature association during
strategy breaks
40 %
•No perceptions
•Only impacted salience
CRICTRAC is a copyright product of SRS Pvt Ltd
Thank You!
CRICTRAC is a copyright product of SRS Pvt Ltd
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