1. Beat All Sports (BAS), Jalandhar: Success is a matter of choice

2. Who manufactures a Cricket Bat?

3. Company Classification
Bat Manufacturers
Global Companies (Dealing in sports gears)
Global Companies (non-bat manufactures or not dealing with sports goods)
BAS
Addidas
CEAT SS
Nike
MRF SG
Puma
Britannia
BDM
Reebok
Nissan
Spartan
Hero Honda
Gunn & Moore
Amity
kookaburra
Slazenger

4. Case Issues
What are different avenues available to a local sports good manufacture to promote their products in light of competition from MNCs.

5. Beat All Sports, Jalandhar ‘Vampire-success is a matter of choice’
“A pioneer since the initiation, Beat All Sports produces World’s Best Handcrafted Cricket Bats & Cricket equipment with the brand name BAS Vampire under the supervision and as per choice of National & International Cricketers.”

6. About Beat All Sports Jalandhar
Established in 1935, at Sialkot (Pakistan), Beat All Sports unit at Jalandhar since 1950 is run under effective & efficient team of Kohli Brothers.
Late Sh. D. R. Kohli & Late Sh. M. R. Kohli.
Manufacturer & exporter of sports goods.
Excellence awards by the Sports Goods Export Promotion Council of India.
Brand name: ‘BAS’ & ‘Vampire’

7. Cont.…. Mission Market Turnover
To become the market leader in sports goods and equipment manufacturing.
Mission
Having more than 1000 outlets in India and more than 100 merchants abroad Beat All Sports trades its colossal sports products to Australia, New Zealand, Hong Kong, Singapore, U. K, Germany, Japan, Taiwan, Sri Lanka, Poland, U.A.E, South Africa, West Indies, Holland, Kenya, South Korea, Bangladesh, Malaysia, Kuwait and so on.
Market
Turnover of US$ 3 million.
Turnover

8. Product Portfolio Cricket products
Cricket Bats, Cricket Bags, Cricket Sets, Cricket Balls, Cricket Accessories, Protective Equipment
Inflatable
Footballs, Mini Balls, Volley Ball, Rugby Balls, Beach Balls & Net Ball
Ropes
Jumping Rope
Badminton
Rackets
Hockey
Sticks, Balls, Bags, Processing Goal Keeper Accessories, Protective Range
Boxing
Head Guard, Boxing Gloves, Punching Mitts, Punching Gloves, Hook & Jab Pads Accessories
Clothing
Training Jacket, T-Shirt 100% Cotton, Jumper, Skirt, Shorts 100% Cotton, Fleece

9. Sports Industry In 2014-15, India traded sports merchandise
worth US$ million and enlisted a 16%
development rate when contrasted with
(US$ million).
Industry gives vocation to more than 500,000 individuals
In 2014–15, the UK, the US, the UAE, Australia, South Africa and Germany were the real fare markets for Indian sports merchandise. France, Poland, the Netherlands, Canada, Belgium, New Zealand and Italy, were among other fare destinations.
Inflatable balls, cricket bats and leg cushions, rugby balls, sports nets and recreation center and games gear represented around 35% of the aggregate sports goods exports, starting 2014–15.
India has risen as the main worldwide sourcing destination for inflatable balls and different games products for universal brands

10. “Indian bats have been used directly or indirectly in all world cups” said by former chairman of Sports Goods Exporters and Manufacturers Association.
Branding for companies has become an essential component for survival and growth and they leave no stone unturned to find an opportunity to present themselves in right perspective to the target consumers. Consumer watching a cricket match of any format, may be T20, one day international or even five day match, on one hand is exposed to hundreds of commercial advertisements and on other hand are subtly made part of the communication process by using space on ground, players uniform, sports gears like gloves, caps etc. and most prominently on the bats of the popular players.

11. Do you know?

12. Famous Sponsorship Deals
Players (year)
Brand Name
Famous Sponsorship Deal
Adam Gilchrest (2002)
 NA NA
Sachin Tendulkar (2009)
Addidas
4 cr.
Virat Kohli (2013)
MRF
8 cr.
Rohit sharma (2013)
2 cr.
Suresh Raina (2015)
CEAT
10-12 cr.
M.S. Dhoni (2015)
Spartan sports
18-20 cr.
Chris Gayle (2016)
Spartan
3 cr.
AB de Villiers
3.5 cr.

13. Indian Brands and Their Sponsors
BAS Vampire
Hashim Mahomad Amla, Darren Julius Garvey Sammy, Alviro Nathan Petersen, Virat Kohli (gloves), Taruwar Kohli, Mandeep Singh, Past-Sachin Tendulkar
Sanspariel Greenlands (SG)
Sunil Gavaskar ( ), Rahul Dravid ( ), Suresh Raina (2007), Varinder Sehwag (2008)
Sareen sports (SS)
Kumar Sangakara, DeneshRamdin, AmbatiRayudu, Stuart Binny, AfzarZaizi

15. Promotional Activities
Promotional Tools
Used by BAS
Used by other Global Companies
Celebrity Endorsement √
Television ×
Press media
Campaigns
Banner advertisement
Printed leaflets
Newspapers
Social media
Recent usage
Consumer shows/ exhibitions s
Third party endorsement & awards
Public relation and media relation
Sales promotions

16. Celebrity Endorsement
Consumers prefer sports goods endorsed by celebrity because:
They know about the sport than us, they are expert in field so go by their recommendations.
More fashionable and be like the celebrity if you use the product that celebrity uses.
Research Support:
sporting equipment get the most benefit from celebrity endorsement.
sporting equipment celebrity endorsements have a stronger influence, ranking in the top 10 purchase influencing factors.
Source:

17. Government Regulations
100% FDI in sports equipment market
Restrict the number of items to be produced by manufactures.
Change in definition of manufacturer by ICC.

18. Co-Branding
Stick to Celebrity Endorsement
Shift to alternate promotion tool
Integrated Marketing communication

19. Target Group Learning Objectives
This case can be used to teach undergraduate students of
business and commerce in the course on general marketing
to teach Promotion tools available for a sports
manufacturer.
Learning Objectives
Expected learning is likely to include:
Ability to define sponsorship and sports marketing.
Ability to assess the changes in the industry in terms of promotions and respond accordingly through a well developed strategy.
Ability to appreciate the role of sponsorship as an effective tool for promotion.
Ability to differentiate between the various alternative promotional avenues that can be used in sports marketing.
Ability to develop marketing strategy for a national manufactures as against the well-established MNC’s

20. Suggested Timings 05 minutes
Starter e.g. Company classification on the basis of manufacturers and non manufactures of bat.
10 minutes
Preliminary discussion on the promotion tools used by the manufacturers categorized in the first stage.
Use the PowerPoint to discuss about the company, sports equipment industry, and key issue.
20 minutes
Discussion on the questions suggested
Alternative solution for the company to resolve the issue.
Summarize the discussion and the student learning.

21. Board Plan Left board Center board Right board
Classification of companies deals with bat
Introduction to sports equipment market in India and Punjab
Introduction to BAS and its relevant information
Celebrity endorsement done by BAS and other non-bat manufacturers
Promotional activities done by BAS and non-bat manufactures.
Alternative solutions to questions. What to do?
Co-Branding
Stick to Celebrity Endorsement
Shift to alternate promotion tool
Integrated Marketing communication

22. Case Questions
Sports equipment should be endorsed by company who made it or by Non bat manufacturer? Support your answer.
Is it justified for a sports goods manufacturer to spend major proportion of their revenue on sponsorships or do they need to shift to other available avenues of promotion?
What other promotional tools could the bat manufacturer use to promote their product apart from sponsorships?

23. Case Questions
Do you think decision taken by government to let FDI in sports equipment market is good or not? Elaborate how this is affecting the local sports goods manufacturers.
Shifting from the conventional companies producing bat and opting for well-established MNC’s brand by cricketers is ethical or not. Discuss.
Is definition of manufacturers given by BCCI justified? How do you think the MNCs are using this definition and changing the dynamics of this industry?