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This is a presentation we wrote outlining the marketing strategy for the Men's Hockey World Cup event 2010 to be held at New Delhi...
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TheMEN’S HOCKEY WORLD CUP 2010, NEW DELHI
The Marketing Strategy
A presentation by Fresh IMCS19th Feb ’09
Photo Courtesy: www.skalmadi.org, www1.adscontent.indiatimes.com, abclive.in
~ MEN’S HOCKEY WORLD CUP 2010, NEW DELHI ~
THE BRIEF
~ MEN’S HOCKEY WORLD CUP 2010, NEW DELHI ~
MARKETING & COMMUNICATION OVERVIEW
The FIH World Cup is World Hockey's showcase event and as such the event promotion and subsequently the creative's and messages are integral in the positioning of the Event.
The broad objective of the marketing communications strategy is to promote and gain awareness for the Event and ultimately drive attendance and ticketing sales.
To achieve the objectives a detailed national marketing and promotional plan will be developed and implemented.
~ MEN’S HOCKEY WORLD CUP 2010, NEW DELHI ~
MARKETING COMMUNICATION OBJECTIVES
Raise general awareness of the event
Provide event information to the general public
Drive attendance and ticketing sales
1
2
3
~ MEN’S HOCKEY WORLD CUP 2010, NEW DELHI ~
SCOPE OF WORK
The brief calls for the development of a brand/message, which reinforces the position the Event as a world class must see event. It will be important to capture the essence of the sport and the Event as India's national sport.
The creative concepts would also need to be broad enough to be used across all marketing and communications mediums.
Development of an overall creative theme for the Event that can form part of an integrated marketing communications programme
Creation of conceptual concepts for bring the Event alive and maximising selected mediums
~ MEN’S HOCKEY WORLD CUP 2010, NEW DELHI ~
PRIMER TO MARKETING STRATEGY
~ MEN’S HOCKEY WORLD CUP 2010, NEW DELHI ~
“This is a special day for the FIH
and Indian Hockey. We are delighted
to be back in India with the World
Cup for the first time since 1982.
The improvement of Indian Hockey
is critical for the sport’s future, both
in India and internationally.”
In Nov ’07, FIH President Els van Breda Vriesman said:
Source: http://www.fihockey.org/vsite/vcontent/content/transnews/0,10869,1181-18543-19728-28355-279914-9199-5039-layout169-19693-news-item,00.html
The improvement of Indian Hockey is critical for the sport’s future, both
in India and internationally.
~ MEN’S HOCKEY WORLD CUP 2010, NEW DELHI ~
She added:
Source: http://www.fihockey.org/vsite/vcontent/content/transnews/0,10869,1181-18543-19728-28355-279914-9199-5039-layout169-19693-news-item,00.html
“It is our great wish that the IHC
demonstrates the commitment and passion
to deliver this landmark event. The Hockey
World Cup is the FIH’s highest profile
event. It is our goal that the 2010 World Cup
will be the most successful event in the
history of hockey – that is the challenge we
have set ourselves.”
It is our great wish that the IHC demonstrates the commitment and passion to deliver this
landmark event… It is our goal that the 2010 World Cup will be the most successful event
in the history of hockey…
~ MEN’S HOCKEY WORLD CUP 2010, NEW DELHI ~
IHC President Mr. KPS Gill stated:
Source: http://www.fihockey.org/vsite/vcontent/content/transnews/0,10869,1181-18543-19728-28355-279914-9199-5039-layout169-19693-news-item,00.html
“The IHC is extremely pleased that the FIH decided to
entrust the organization of the World Cup to India. It is
a great honor for the country and we must now work
with diligence and spirit to repay the faith that has
been shown in Indian Hockey. The IHC is fully
committed to the Project and to the success of the
World Cup. We will do our utmost to meet the
expectations of the world governing body to ensure
the event is a success and also the expectations of the
Indian sporting public to witness the return of our
team to the podium in a major event.”
These words also define the spirit with which the event needs to be
marketed.
~ MEN’S HOCKEY WORLD CUP 2010, NEW DELHI ~
MARKETING STRATEGY
~ MEN’S HOCKEY WORLD CUP 2010, NEW DELHI ~
Target Audience (Primary)
Sports lovers in India, especially the youth
~ MEN’S HOCKEY WORLD CUP 2010, NEW DELHI ~
Target Audience (Secondary)
Fans from participating countries
Also, Tourists - Indian & International - visiting Northern India
~ MEN’S HOCKEY WORLD CUP 2010, NEW DELHI ~
DRILLING INTO THE OBJECTIVESfor determining & prioritizing marketing efforts
~ MEN’S HOCKEY WORLD CUP 2010, NEW DELHI ~
Would an event like HOCKEY WORLD CUP ever go unnoticed?
Raise general awareness of the event
Provide event information to the general public
Drive attendance and ticketing sales
1
2
3
Definitely not! Even if nothing is done, a voluntary media coverage has the
potential to inform the whole country.
The same would be true for this objective too.
This objective would require maximum efforts. Buying tickets and attending / watching can happen only when there is a real motivation and interest in
the sport. It is an investment of time, money & efforts of fans.
Therefore, what are the barriers to motivation that marketing efforts need
to address?
The answer to the question raised for 3rd objective will determine the nature of the marketing
strategy.
~ MEN’S HOCKEY WORLD CUP 2010, NEW DELHI ~
Drive attendance and ticketing sales
Drilling further into the 3rd Objective
Matches involving India Matches involving other countries
Home country, patriotism Passion for the sport
Two types of matches
Prime reasons to attend
Relatively Easy Relatively tough
Only few matches out of the total Majority of the matches
Nature of marketing effort
Weightage
The greater challenge would be to drive attendance at the matches involving countries other than India.
~ MEN’S HOCKEY WORLD CUP 2010, NEW DELHI ~
Ensuring attendance at the ‘majority’ of the matches would evoke the mood for great TV viewership and
thereby, ensure the success of the Event.
Therefore, it is critical to evoke the passion for the sport, to motivate youth towards the sport.
Location: DelhiTherefore, attendance will predominantly be driven
by people living in Northern Regions
~ MEN’S HOCKEY WORLD CUP 2010, NEW DELHI ~
BARRIERS TO MOTIVATION
~ MEN’S HOCKEY WORLD CUP 2010, NEW DELHI ~
How many youngsters think Hockey is cool when compared to T20 or Tennis?
How many youngsters look up to Hockey players as their heroes?
In spite of great results in the past, popularity of the sport has suffered for many years in the country.
Indian national team hasn’t been performing up to expectations for many years
Passion for Hockey & the rules not understood by the newer generations
Rise in Cricketing achievements and rise of other sports like Tennis
How many youngsters have a touched a Hockey stick when compared to a Cricket bat?
How many youngsters have dribbled a Hockey ball when compared to swinging a Cricket bat?
How many youngsters have seen hockey being played on the streets when compared to Cricket? How many youngsters have
appreciated the art of dribbling when compared to that of swing bowling?
A sport gains popularity when youth / youngsters get a chance to experience it in real. Hockey scores woefully low on that count and therefore doesn’t have a motivated mass
following.
~ MEN’S HOCKEY WORLD CUP 2010, NEW DELHI ~
COMMUNICATION STRATEGYATL vs. BTL divide (depending on objectives)
~ MEN’S HOCKEY WORLD CUP 2010, NEW DELHI ~
Raise general awareness of the event
Provide event information to the general public
Drive attendance and ticketing sales
1
2
3
Key function: Reminding
Key function: Distribution of Info
Key function: Motivating, generating
interest
Predominantly ATL(TV, Print, Online &
Outdoors)
Mix of ATL & BTL(TV, Print, Radio & Online)
Predominantly BTL(TV, Print, Radio, Online &
On-ground)
On the whole, the split between ATL & BTL, in terms of marketing spends and efforts, should be 40:60 (in favor of BTL addressing the 3rd
objective)
~ MEN’S HOCKEY WORLD CUP 2010, NEW DELHI ~
KEY MESSAGE
~ MEN’S HOCKEY WORLD CUP 2010, NEW DELHI ~
POSITIONING OF THE EVENT
WORLD HOCKEY’S BIGGEST SHOWCASE
EVENT
COMMUNICATION PROPOSITION FOR
MEN’S HOCKEY WORLD CUP 2010, NEW DELHI
HOCKEY’S BIGGEST EVER SPECTACLE COMES TO
INDIA
~ MEN’S HOCKEY WORLD CUP 2010, NEW DELHI ~
Why ‘BIGGEST EVER SPECTACLE’?
FAST PACED ACTION
WORLD’S BIGGEST HOCKEY PLAYERS
LIVE MUSICAL PERFORMANCES
GLAMOURCULTURAL PERFORMANCES
BOLLYWOOD
Supported by:
~ MEN’S HOCKEY WORLD CUP 2010, NEW DELHI ~
HOCKEY’S BIGGEST EVER SPECTACLE COMES TO INDIA
ATL BTL
Remind MissionTake Hockey to the streets &
make youth realize that ‘HOCKEY’S BIGGEST EVER SPECTACLE HAS COME TO
INDIA’
Engagement / Exploring Sub-cultures Activation
~ MEN’S HOCKEY WORLD CUP 2010, NEW DELHI ~
BEFORE THE EVENT
~ MEN’S HOCKEY WORLD CUP 2010, NEW DELHI ~
NECESSITY # 1
OFFICIAL WEBSITE OF MEN’S HOCKEY WORLD CUP 2010 Website will include:
•Information about the Event•Schedule of matches•Sale of tickets•Sale of merchandise•Profiles of participating teams and their players
•Live scoreboard•Live commentary•Information about the game of Hockey & its rules
•History of Hockey
~ MEN’S HOCKEY WORLD CUP 2010, NEW DELHI ~
NECESSITY # 2
OFFICIAL MOBILE WEBSITE OF MEN’S HOCKEY WORLD CUP
2010
Website will include:•Information about the Event•Schedule of matches•Sale of tickets•Profiles of participating teams and their players
•Live scoreboard•Live commentary
~ MEN’S HOCKEY WORLD CUP 2010, NEW DELHI ~
MARKETING & ENGAGEMENT IDEAS
Depending on the relevance, the marketing ideas will use different media like TV, Print, Web,
Mobile, Radio & On Ground Activities
~ MEN’S HOCKEY WORLD CUP 2010, NEW DELHI ~
IDEA # 1Leveraging Motorcycling Groups to promote the
Event & the game of Hockey
~ MEN’S HOCKEY WORLD CUP 2010, NEW DELHI ~
Observation # 1 Hockey sticks are often used in aggressive
behavior at college level
Observation # 2 Youngsters who want to look ‘macho’ often ride
heavy motorcycles like Bullet
Observation # 3Motorcycles are favorite possessions of
youngsters and being part of motorcycling groups is considered ‘cool’
~ MEN’S HOCKEY WORLD CUP 2010, NEW DELHI ~
BAD GUY, GOOD SOUL!
There emerges a strong archetype of modern youth which is…
Therefore,
The idea: Leverage the groups of BAD GUYS, GOOD SOULS to promote the Event & the
game of hockey
~ MEN’S HOCKEY WORLD CUP 2010, NEW DELHI ~
Taking it 360
~ MEN’S HOCKEY WORLD CUP 2010, NEW DELHI ~
@ Residential Colonies• Motorcycling riding groups visit different residential colonies• They set up hockey paraphernalia like portable goal posts in
an open space• They invite youngsters to dribble around the hurdles and
score goals• Youngsters who do well in these activities will be awarded
• Free tickets to the matches• Merchandise like branded world cup t-shirts, branded
world cup hockey balls, etc.
BAD GUY, GOOD SOUL!
~ MEN’S HOCKEY WORLD CUP 2010, NEW DELHI ~
@ Malls• Open space in malls will be used to promote the Event and
the game of Hockey• Props of Motorcycling riding groups with hockey sticks and
hockey paraphernalia like portable goal posts will be arranged
• Visitors will be invited to dribble around the hurdles and score goals
• Those who do well in these activities will be awarded • Free tickets to the matches• Merchandise like branded world cup t-shirts, branded
world cup hockey balls, etc.
BAD GUY, GOOD SOUL!
~ MEN’S HOCKEY WORLD CUP 2010, NEW DELHI ~
@ Colleges• Props of Motorcycling riding groups with hockey sticks and
hockey paraphernalia like portable goal posts will be arranged in open spaces at colleges
• Students will be invited to dribble around the hurdles and score goals
• Those who do well in these activities will be awarded • Free tickets to the matches• Merchandise like branded world cup t-shirts, branded
world cup hockey balls, etc.
BAD GUY, GOOD SOUL!
~ MEN’S HOCKEY WORLD CUP 2010, NEW DELHI ~
@ World Wide Web• A website called www.badguygoodsoul.com will be set up.• Youngsters will find information about the whereabouts of
motorcycling groups which are promoting the Hockey World Cup 2010.
• They will be able to submit requests to call these Hockey motorcycling groups at some hang-out places
• The requests will be routed to the motorcycling groups who will then visit the designated places and make the youngsters experience the thrill of ‘Hockey’
• On appropriate occasions, these groups will also distribute tickets & merchandise related to the Event.
BAD GUY, GOOD SOUL!
~ MEN’S HOCKEY WORLD CUP 2010, NEW DELHI ~
@ TV• Tie-up with channels like MTV, Channel V, UTV Bindaas, etc.
which are popular among youth• These channels will promote the GOOD GUY, BAD SOUL
concept and through that bring the Hockey World Cup to the limelight
• A series of episodes (short and long) will be run based on visits of Hockey motorcycling groups to different places
• The actual action and experience of the youngsters will be recorded and telecast across the nation
BAD GUY, GOOD SOUL!
~ MEN’S HOCKEY WORLD CUP 2010, NEW DELHI ~
@ Radio• RJs across the different radio stations will inform the youth
about www.badguygoodsoul.com and the Hockey motorcycling groups.
• Youngsters will be able to submit their requests on radio to call these Hockey motorcycling groups
• The requests will be routed to the Hockey motorcycling groups who will then visit these designated places.
• On appropriate occasions, these groups will also distribute tickets & merchandise related to the Event.
• RJs also play Hockey-related trivia contests with the listeners
BAD GUY, GOOD SOUL!
~ MEN’S HOCKEY WORLD CUP 2010, NEW DELHI ~
@ Print• A dedicated space will be given to the Event and reports of
the activities of Hockey motorcycling groups• The space will be used for contests like Hockey related trivia• Winners of the trivia will get gratification in the form of Event
tickets and merchandise
BAD GUY, GOOD SOUL!
~ MEN’S HOCKEY WORLD CUP 2010, NEW DELHI ~
Benefits of this engagement• People, especially the youth, experience the game of Hockey
in real• They learn to appreciate the game and its nuances• They get an opportunity to know about the Event• They get encouragement to attend matches because of the
gratification they receive.• Potential of immense word of mouth publicity• Huge potential of PR which can drive
BAD GUY, GOOD SOUL!
~ MEN’S HOCKEY WORLD CUP 2010, NEW DELHI ~
IDEA # 2Leveraging the passion for Music among today’s
Youth
~ MEN’S HOCKEY WORLD CUP 2010, NEW DELHI ~
The Hockey World Cup 2010 Anthem
About the Anthem• The anthem will be a fusion of Punjabi or North Indian folk music +
Rap music which is extremely popular among youth• It will be composed, created and sung by artists like Daler Mehndi or
Mika Singh + a Rap Singer• @ Television - It will be played on popular music and entertainment
channels of India• @ Radio – It will be played on all popular radio channels• @ Mobile - It will be available for downloads on mobile phones from
certain telecom operators• @ Internet – It will be available for downloads on popular websites
as well as the Official Hockey World Cup 2010 website
~ MEN’S HOCKEY WORLD CUP 2010, NEW DELHI ~
IDEA # 3Leveraging the thrill of Reality Shows
~ MEN’S HOCKEY WORLD CUP 2010, NEW DELHI ~
Hockey Players in Reality Shows
About the Reality Shows• In the recent past, sport-stars, especially from Cricket, have
participated in all forms of reality shows• Hockey players of India (or possibly International players
also) will be invited to partner popular Bollywood/ Indian TV stars to participate in a popular reality show based on dancing
• The show could be Dancing Queen, Nach Baliye, etc.• Such presence on TV should rub off positively on the image
of Hockey players• Mr. Negi is an example of how reality shows can make
Hockey players ‘popular heroes’.
~ MEN’S HOCKEY WORLD CUP 2010, NEW DELHI ~
IDEA # 4On Campus Hockey-driven Contests
~ MEN’S HOCKEY WORLD CUP 2010, NEW DELHI ~
Contest # 1
@ Colleges & Schools
Trivia Contests• On-campus Hockey Trivia Contests will be conducted across
colleges• Winners get Event tickets, branded World Cup merchandise,
etc. as gratification
~ MEN’S HOCKEY WORLD CUP 2010, NEW DELHI ~
Contest # 2
@ Colleges & Schools
‘Scoop the Ball’ Contest• Hockey equipment will be arranged in open spaces on
campuses• Students will be asked to ‘Scoop the Ball’ into the goal• If they succeed, they will received gratification in the form of
Event tickets & branded Merchandise
~ MEN’S HOCKEY WORLD CUP 2010, NEW DELHI ~
ATLPRINT CAMPAIGN – CONCEPT CARDS*
* Note that these are only concept cards. Logos of the Event and entities like IHF, IOA or IHC will be used according to conditions stipulated.