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Published byMariah Truran Modified over 10 years ago
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Value of Sports Marketing Anil Dua Sr. Vice President –Marketing & Sales Hero Honda Anil Dua Sr. Vice President –Marketing & Sales Hero Honda
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Competitive
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Physical /mental /equipment
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Formal
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Informal
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Products
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Passion
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Mass appeal
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So, there is immense value… But..the yardsticks are different…
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Subjective or Objective ?
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Tangible or intangible ?
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Predictable or unpredictable ?
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Control on quality ?
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Group consumption or individual consumption ?
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How much is the value ? INR spends in Crores on Sports marketing Source : AdEx, Group M estimates
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Where is the value ? % of spends on various components of sports marketing Source : AdEx, Group M estimates
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Cricket dominates overall spends… Sports sponsorships in 2008 Source : AdEx, Group M estimates
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and also in team sponsorship…. Team sponsorships in 2008 Source : AdEx, Group M estimates
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Sports Genre Sport EventChannelAvg. TVRs CricketIPLSET Max4.50 * SoccerEURO CupESPN0.56 TennisUS OPENTen Sports0.10 RacingF1 Grand PrixSTAR Sports0.07 GolfEuropean Tour - Sas MastersTen Sports0.04 HockeySultan Azlan Shah CupZee Sports0.02 BasketballNBAESPN0.02 BadmintonIndonesian OpenESPN0.02 BoxingSr National Boxing ChampionshipDD Sports0.01 *FIFA in 2007 had a rating 0f 1.01 GEC GenreEventChannel Avg. TVRs - Male TG Avg. TVRs - Female TG GECKyunki Saas Bhi KabhiSTAR Plus2.93.9 GECHH SRGMP ChallengeZee TV2.83.7 GECDulhan / Saat PhereZee TV23.4 and in deliveries…
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Hero Hondas association with sports
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On ground On air
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The real value is in taking it down the line
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and in leveraging national events
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and also in getting into our core product area
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Share of Voice higher than Share of spend TG – Male, 18 -40 yrs Great ROI
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Sponsoring sports – Inspiring people
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Is it enough?
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Olympics 2008 medals tally
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What ails Indian sports ? Not enough playing population ? Not enough interest ? Not enough access ? The ability to participate depends on a variety of enabling social conditions Amartya Sen
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What ails Indian sports ? Infrastructure Institutional & administrative reforms – Talent tapping – Talent nurturing – Social security Awareness & Interest
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Opportunity – India Land of Sports…..but few Heroes…
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Making the cycle self perpetuating
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Lets give sports a chance… Thanks….
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