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Cricket as a marketing platformCricket as a marketing platform

CRICTRAC presents CRICTRAC presents an overview of an overview of cricket as a cricket as a marketing platformsmarketing platformsA look at key brands associated with cricket in various forms and their performance

Snapshots presented by AZ Research – from researches conducted over 2005 - 2011


The changing landscape of cricket in IndiaThe changing landscape of cricket in India

The changing landscape has changed the commercial landscape of cricket also The changing landscape has changed the commercial landscape of cricket also 3 formats of game3 formats of game Multiple types of events – IPL, CL and International gamesMultiple types of events – IPL, CL and International games Multiple vehicles for on-screen presence Multiple vehicles for on-screen presence Many teams available as platforms for continuous relationshipMany teams available as platforms for continuous relationship

This changing landscape has provided marketers with many opportunities for using cricket as a This changing landscape has provided marketers with many opportunities for using cricket as a platform for marketing activities platform for marketing activities there are 2 key dimensions of these opportunities there are 2 key dimensions of these opportunities

Wide audience - Wide audience - to get brand to get brand reach for brand reach for brand reinforcement / reinforcement /

reach promos to TGreach promos to TG

Associations with teams / events Associations with teams / events etc – etc – to get imagery rub off to get imagery rub off for the for the

brandbrand


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”


Cricket followers

In this context, lets look at viewership of IPL 2011 the extent of platform that cricket events today provide for brands


IPL franchise has expanded, while regular follower-ship has IPL franchise has expanded, while regular follower-ship has droppeddropped

Interest in IPL remains but commitment has dropped!Interest in IPL remains but commitment has dropped!

49 44 50 42

36 38 36 46

16 18 14 12

IPL 2008 IPL 2009 IPL 2010 IPL 2011

Follow ers of IPL Keeping in touchNot follow ing at all

Base : All random contacts SEC A/B/C, 15 to 45 years (16400 in 2011)

IPL 2011 - viewership

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

Followers (%) Male Female A B C 15-25 yrs 26-35 yrs > 36 yrsIPL 2011 46 37 34 44 40 42 46 36IPL 2010 56 42 56 52 42 52 48 46IPL 2009 50 37 50 46 44 44 43 45IPL 2008 52 44 58 47 46 52 46 50


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

Urban Population http://en.wikipedia.org/wiki/Demographics_of_India

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

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

http://en.wikipedia.org/wiki/Demographics_of_India

http://en.wikipedia.org/wiki/Demographics_of_India


IPL 2011 as a platform for reinforcing brand recallThis report presented top brands recalled by the viewers at various levels & platforms in IPL 2011Additionally, this report focuses on players from telecom sector in IPL 2011


Vodafone presence in IPL 2011

TV commercial Features On SignageBoundary rope

Pitch logo

Presentation stage

Player of the match

Comprehensive presence – on all media optionsComprehensive presence – on all media options


Idea presence in IPL 2011

TV commercial Team association with DDDPerimeter board

Play-cards T- shirt

Comprehensive presence – on all multiple options, except on screen featuresComprehensive presence – on all multiple options, except on screen features

On Signage


Aircel presence in IPL 2011

On Signage

Perimeter board

T shirt, Helmets & caps

Team association with CSK

Comparatively limited presence – primarily on team, apparel & on-field signageComparatively limited presence – primarily on team, apparel & on-field signage


Airtel presence in IPL 2011

Airtel TV commercial

Limited presence – present only with TVCLimited presence – present only with TVC


Docomo presence in IPL 2011

Docomo TV commercial

Limited presence – present only with TVCLimited presence – present only with TVC


Sponsors of IPL 2011

74

2 2 1 2 1 1 1

5

19 16 12 10 9 5 4DL

F IPL

Voda

fone

Nokia

Airce

l

Kingfi

sher

Hero

Hon

da

Karb

oon

mobil

e

Idea

Main Sponsor Other Sponsors

DLF is recalled strongly and DLF is recalled strongly and clearly as the main sponsor clearly as the main sponsor –– this is stable over yearsthis is stable over years

Vodafone is recalled highest as Vodafone is recalled highest as being other sponsor of IPLbeing other sponsor of IPL

Other key brands recalled are Other key brands recalled are Nokia & AircelNokia & Aircel

74 79 77 74

2008 2009 2010 2011

Recall DLF as main sponsor - %Base : All IPL followers (4688)

DLF – recalled as the main sponsor of IPLDLF – recalled as the main sponsor of IPL3 telecom brands recalled as IPL sponsors – Vodafone, Aircel and 3 telecom brands recalled as IPL sponsors – Vodafone, Aircel and

IdeaIdea


Brands associated with IPL & their drivers

4

4

5

7

7

11

13

16

20

22

34

Coca Cola

Airtel

Idea

Karboon mobile

Pepsi

Hero Honda

Kingfisher

Aircel

Nokia

Vodafone

DLF IPL

Base : 4688

DLF & Vodafone are the strongest commercial association recalled by the TG DLF & Vodafone are the strongest commercial association recalled by the TG in IPL 2011in IPL 2011

All telecom brands associated with IPL feature in top 10 brandsAll telecom brands associated with IPL feature in top 10 brands

Brands recalled Their recall driversWhen I talk of IPL 2011, please tell me which brands come to your mind?

Main sponsor , ‘Present in presentation ceremony’; ‘name attached to IPL’ Associated sponsor, high on TV commercialsMainly on cheer leaders, players dogout & KKR sponsorSponsor for CSK team and presence in perimeter board, Electric screenTV commercial with team players for DC/ DDD/ MI/ PW / RCB and presentation3D pitch logo, MI chest T shirt & other signagesPune warriors teams sponsor“Karboon kamaal katch” contest before starting the matchBack T-shirt on DDD & High TV commercialsHigh on TV commercialsTV commercials & sponsor for DDD/ KKR & MI


Brands associated with IPL – over seasons

DLF & Vodafone are the strongest commercial association in IPL 2011. DLF & Vodafone are the strongest commercial association in IPL 2011. Vodafone is strong, though declining, Idea and Airtel have also dropped Vodafone is strong, though declining, Idea and Airtel have also dropped

while Aircel has strengthenedwhile Aircel has strengthened

When I talk of IPL 2011, please tell me which brands come to your mind?

4

4

5

7

7

11

13

16

20

22

34

CocaCola

Airtel

I dea

Karboonmobile

Pepsi

HeroHonda

Kingfisher

Aircel

Nokia

Vodafone

DLF I PL

6

6

7

7

9

12

13

15

18

26

39

VideoconMobile

Citi Bank

Airtel

KarbonnMobile

Kingfisher

I dea

Aircel

Nokia

HeroHonda /

Vodafone

DLF

Brands recalled – 2009 20112010

9

9

12

12

14

16

20

25

38

49

Airtel

7UP

I dea

Citi

Kingfisher

Aircel

Nokia

HeroHonda

Vodafone

DLF


Brands associated with CSK

Aircel is the most recalled brand with CSK – this seems to have marginally 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 increased in 2011 at all India level, though strength of association has

marginally dropped in Chennaimarginally dropped in Chennai

Key brands associated with Key brands associated with CSKCSK

IPL 2011 All ChennaiAircel 44% 53%Gulf 34% 20%DLF 28% 23%Reebok 25% 28%India cements 25% 31%Coromandel Infotech 23% 30%7UP 19% 25%Amrapali Group 14% 11%Mansion House 3% 4%

IPL 2010 All Chennai

Aircel 42% 62%DLF 22% 58%India cements 16% 32%ACC Cement 14% 11%Reebok 12% 11%Fosters 8% 8%Coromandel K 7% 14%Memory Vita 6% 6%

Aircel is the leading brand associated with CSK Aircel is the leading brand associated with CSK –– it was clearly shown as a lead sponsor it was clearly shown as a lead sponsor for CSK in team communication for CSK in team communication –– this seems to have paid well ! this seems to have paid well !


Brands associated with DDD

Key brands associated with Key brands associated with DDDDDD

IPL 2011 All DelIdea 46% 52%Kingfisher 32% 36%Muthoot Group 32% 44%DLF 24% 16%Coca Cola 23% 43%Adidas 14% 18%Amity University 13% 26%Panasonic 8% 12%MAX Healthcare 4% 8%

Idea is the most recalled brand associated with DDD – this is almost at Idea is the most recalled brand associated with DDD – this is almost at par with association of Aircel with CSKpar with association of Aircel with CSK

IPL 2010 All Del

Hero Honda 32% 47%Coca Cola 26% 53%DLF 22% 4%GMR 17% 17%Kingfisher 13% 1%Panasonic 9% 20%Muthoot Group 7% 3%IDEA Cellular 7% 3%

Idea is the leading brand associated with DDD Idea is the leading brand associated with DDD –– it was clearly shown as a lead sponsor it was clearly shown as a lead sponsor for DDD in team communication for DDD in team communication –– this seems to have entrenched better than HH in 2010 this seems to have entrenched better than HH in 2010


Brands recalled in IPL 2011 (telecast)

21 22 14 12 4 6 121

29 2024 33

20 21 17 1620

18 21 18

2326 28 16

37 32 32 28 1628 18 16

Voda

fone

Airce

l

Nokia

ACC

Ceme

nt

Puma

Asian

Paint

s

Axis

Bank

Arite

l

DLF

Blac

kber

ry

Idea

Doco

mo

TOM Spontaneous Aided73% 68% 66% 61% 57% 53% 53% 50% 48% 47%

Vodafone & Aircel have the highest TOM brand recall in IPL 2011Vodafone & Aircel have the highest TOM brand recall in IPL 2011 Amongst telecom operators, Airtel is recalled at 8Amongst telecom operators, Airtel is recalled at 8thth level, followed by Idea & Docomo level, followed by Idea & Docomo

Vodafone and Aircel have strongest recall from IPL telecastVodafone and Aircel have strongest recall from IPL telecastAirtel has moderate registrationAirtel has moderate registration

Tell me which all brands do you recall having seen during the live telecast of IPL Base : All IPL followers (2000)

39%34%

15th 21st1st 2nd 8th


Brands recalled in IPL (telecast) – over seasons

2011 2010 2009 2008

Brands % Rank Brands % Rank Brands % Rank Brands % Rank

Vodafone 73 1 Aircel 51 1 DLF 55 1 DLF 52 1

Aircel 68 2 Nimbooz 47 2 7UP 54 2 Nokia 50 2

Nokia 66 3 Airtel 45 3 Aircel 53 3 Hero Honda 43 3

ACC Cement 61 4 DLF 45 4 Vodafone 50 4 Bajaj Allianz 42 4

Puma 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 39 15 Idea 28 21 Airtel 43 12 Aircel 31 11Docomo 34 21 Docomo 25 29 Tata Indicom 22 26 Idea 26 28

Tata Indicom 16 32

Vodafone and Aircel have strongest recall from IPL telecast – Vodafone Vodafone and Aircel have strongest recall from IPL telecast – Vodafone strengthened over years. Airtel and Idea have dropped while Docomo has strengthened over years. Airtel and Idea have dropped while Docomo has

come in last year and is stablecome in last year and is stable


IPL vs. CL vs. Indian games in International cricket as a platform for reinforcing brand recallAn 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


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 ~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 for the event – this is quite high for Sahara as sponsor of Indian

teamteam

Recall of Airtel in Champions League ’10 is significantly higher than 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 that of DLF in IPL (3) – overall in the series, as a main sponsor and

on every platform usedon every platform usedMarginal drop observed for Airtel in CL 2010 over CL 2009Marginal drop observed for Airtel in CL 2010 over CL 2009


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 ~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 for the event – this is quite high for Sahara as sponsor of Indian

teamteam

Recall of Airtel in Champions League ’10 is significantly higher than 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 that of DLF in IPL (3) – overall in the series, as a main sponsor and

on every platform usedon every platform usedMarginal drop observed for Airtel in CL 2010 over CL 2009Marginal drop observed for Airtel in CL 2010 over CL 2009


Sponsor feedbackFeedback on contests

An overview of how brands in telecom sector used promos in IPL 2011


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


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 …

Extremely different, 17

Different, 38Neither not different nor different, 27

Not at all different, 8 Not much

different, 10

The best answer is given a ball in match 27%Question asked to the spectators 22%Ball is autographed by the winning captain

18%

Telling about Vodafone offer 14%Some toys (zoozoos) walking and dancing

12%

Is the contest unique – seen as Is the contest unique – seen as different by 55% of viewersdifferent by 55% of viewers


Vodafone - Star of the Match Contest

• Most of the viewers who have seen the contest liked it - silly, Most of the viewers who have seen the contest liked it - silly, but interesting questions, fun contestbut interesting questions, fun contest

• Reward of meeting the players is also liked by most of the Reward of meeting the players is also liked by most of the viewers, though some credibility concerns with some viewers viewers, though some credibility concerns with some viewers who feel the reward is unrealwho feel the reward is unreal

Like it extremely,

46

Like it Somewhat,

22

Neither like it nor dislike

it, 21

Dislike it extremely, 6

Dislike it somewhat,

4

Is the contest liked – liked by 68% of Is the contest liked – liked by 68% of viewersviewers

“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”


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




Different, 40Neither not different nor different, 33


different, 10

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 Is the contest unique – seen as different by 56% of viewersdifferent by 56% of viewers


Nokia- KKR tension math le yaar

• Most of the viewers who have seen the contest liked it – Most of the viewers who have seen the contest liked it – But liked primarily because of Shahrukh KhanBut liked primarily because of Shahrukh Khan

• The concept of suggesting players – unique way of The concept of suggesting players – unique way of reaching peoplereaching people

Like it extremely,

23Like it

Somewhat, 38


it, 35


4


“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”


Karbonn- kamaal ka catch contest

• 30% of the audience registered ‘Karbonn kamaal ka catch’ contest – 20% associated Karbonn brand with it




Different, 39 Neither not different nor different, 29


different, 12

Best catch of the match is shown 26%The player taking the best catch gets 1 lakh 20%A prize offer contest 18%Karbonn mobile has the best network capacity

15%

Catch pakdo IPL dekho 12%Is the contest unique – seen as Is the contest unique – seen as

different by 55% of viewersdifferent by 55% of viewers


Karbonn- kamaal ka catch contest

• Most of the viewers who have seen the Most of the viewers who have seen the contest liked it – Silly, fun and too difficult to contest liked it – Silly, fun and too difficult to participateparticipate

• Reaction towards the contest – Not Reaction towards the contest – Not interesting/Less chances of getting selectedinteresting/Less chances of getting selected

Like it extremely,

44Like it

Somewhat, 35


it, 10

Dislike it extremely, 2


10


“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”


Using associations for image rub-offTeams 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


Mapping value associations with IPL teams … 2010

*Wealthy

Determined *

*Team spirit

*Stylish*Talented

*Aggressive

*Entertaining

*Arrogant

Ego problems * *Achiever

*IntelligentEnergetic*

*Show-off

DCKKR

KXIP

DDDMI

RR

CSKRCB

Youthful

*

KKR – still seen as arrogant, with ego problems, show-off

DC – Youthful, achiever, wealthy

MI – Determined, team spirit, intelligent, wealthy

RR – Stylish, Talented, Team spirit

CSK – Stylish, Talented, Aggressive

RCB –Arrogant, entertaining

This analysis over years shows how teams’ equity is evolving over time

Helps sponsors in selecting teams to associate withas team equity has a rub off on brands which are associated with the team

Strong team salience Strong team salience & values / equity of & values / equity of the teams impact the teams impact salience & value rub-off salience & value rub-off for sponsors associatedfor sponsors associated


Brands associated with CSK - 2010

AircelAircel• ““Dhoni’s ad comes”Dhoni’s ad comes”• ““its on the apparel also – I think t-shirt and pad”its on the apparel also – I think t-shirt and pad”• ‘ ‘kaun banega man of the match’kaun banega man of the match’

• Shows all rounder image• Pan India, national brand, strong brand

• 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

Positive rub off on salience & imagery of brand; Also adding Positive rub off on salience & imagery of brand; Also adding on to team imageryon to team imagery

Key brands associated with Key brands associated with CSKCSK

All ChennaiAircel 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%

Impa

ct o

n te

amIm

pact

on

bran

ds

Impact of association of brands with Impact of association of brands with CSKCSK


Brands associated with KR - 2010

• SRK with his team• Captain’s spirit (only

Kol)• Do not talk but ‘do’• Too much attitude -

High talk, no work

NokiaNokia• ““is baar hum bhi jeetenge is baar hum bhi jeetenge

ad comes of kaku”ad comes of kaku”• Ambition to win• Confidence of

winning• Ad going against

their performance

SpriteSprite• ““seedhi baat no seedhi baat no

bakwas”bakwas”

• Riding on SRK popularity – Creative use of SRK• ‘Not good as KKR is losing’

Key brands associated with KRKey brands associated with KR

Positive rub off on salience & appeal of brand (strengthening bond with Positive rub off on salience & appeal of brand (strengthening bond with SRK)SRK)

Also adding on to team imagery – Sprite (the doing types) and Nokia Also adding on to team imagery – Sprite (the doing types) and Nokia (the winning team) – some credibility issues though, given the KKR (the winning team) – some credibility issues though, given the KKR

performanceperformance

All KolkataNokia 51% 55%Sprite 34% 46%Star Plus 27% 62%Belmonte 19% 12%DLF 17% 10%Reebok 14% 4%Tag Heuer 13% 1%Next 8% 7%

Impa

ct o

n te

amIm

pact

on

bran

ds

Impact of association of brands with Impact of association of brands with KKRKKR


Brands associated with MI - 2010

• Leader in the market• Here to capture the

top spot

IdeaIdea• ““you can talk to celebrities”you can talk to celebrities”

• ““I tried talking to Sachin.. I tried talking to Sachin.. No. always busy or wrong No. always busy or wrong number”number”

• Good network• Reliability drawn

from Sachin’s imagery

Key brands associated with MIKey brands associated with MI

Positive rub off on salience & imagery of brand; Also Positive rub off on salience & imagery of brand; Also adding on to team imageryadding on to team imagery

MastercardMastercard• ““its associated its associated

with Sachinwith Sachin

• No strong values / perceptions emerging from recall

• Impacting salience only

Impa

ct o

n te

amIm

pact

on

bran

ds

All MumbaiIdea 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%

Impact of association of brands with Impact of association of brands with MIMI


Brands associated with DDD

Key brands associated with Key brands associated with DDDDDD

• No strong rub-off

Hero HondaHero Honda• ““its associated with its associated with

Delhi team”Delhi team”• ““remember it on the remember it on the

cap of Delhi team”cap of Delhi team”

Brand promotions adding only to recall for HH while GMR Brand promotions adding only to recall for HH while GMR getting aggression rub off from the associationgetting aggression rub off from the association


• GMR seen as aggressive because of DD association

GMRGMR• ““seen it on the seen it on the

apparel of Delhi”apparel of Delhi”

• Reinforcing salience

Impa

ct o

n te

amIm

pact

on

bran

ds

All DelHero 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%RC 8% 0%

Impact of association of brands with Impact of association of brands with DDDDDD


Brands associated with Kings XI

Key brands associated with Key brands associated with KXIKXI

• Increase of salience

Fly EmiratesFly Emirates• ““They have Fly Emirates They have Fly Emirates

written on their uniform”written on their uniform”• ““I didn’t know Fly Emirates I didn’t know Fly Emirates

before… know I know it”before… know I know it”

• Modern brand• Youngsters /

youth

Nimboo 7UPNimboo 7UP• ““its become more its become more

popular now”popular now”

Brand promotions adding only to recall for Fly Emirates, Brand promotions adding only to recall for Fly Emirates, however, Nimboo getting youth ruboff from the teamhowever, Nimboo getting youth ruboff from the team

No specific imagery / value rub off on the team from the No specific imagery / value rub off on the team from the brandsbrands



Impa

ct o

n te

amIm

pact

on

bran

ds

All MohFly 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%

Impact of association of brands with Impact of association of brands with KXIKXI


Brands associated with RR

Key brands associated with Key brands associated with RRRR


UltratechUltratech““On the T shirt of On the T shirt of Rajasthan team”Rajasthan team”

HDFC SLHDFC SL• ““HDFC standard life”HDFC standard life”

• ““I remember it was with RR”I remember it was with RR”


Brand promotions adding only to recall – no specific Brand promotions adding only to recall – no specific imagery / value rub off on either the team or the imagery / value rub off on either the team or the

brandbrand



Impa

ct o

n te

amIm

pact

on

bran

ds

All JaiUltratech 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 Impact of association of brands with RRRR


Brands associated with DC


Deccan ChronicleDeccan Chronicle• ““it’s a big media house it’s a big media house

which owns the group”which owns the group”

OdysseyOdyssey• ““I have seen it on I have seen it on

their t-shirt”their t-shirt”


Brand promotions adding only to recall – no specific Brand promotions adding only to recall – no specific imagery / value rub off on either the team or the imagery / value rub off on either the team or the

brandbrand



Key brands associated with Key brands associated with DCDC

Impa

ct o

n te

amIm

pact

on

bran

ds

All HydDeccan chronicle 53% 78%Odyssey 30% 33%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%

Impact of association of brands with Impact of association of brands with DCDC


Impact of Commercial association …top ten brands in IPL 2010

BrandBrand Platform usedPlatform used Rub off on brandRub off on brand RemarksRemarksSalienceSalience ImageryImagery

DLFDLF Main sponsor of event 55 % •No perceptions • Has helped in increasing salience

7 Up7 Up Team ApparelNimboo TVC (KXI)

54 % • Modern• Youth / youngsters

• Low impact

AircelAircel TVC linked with promoTeam 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

VodafoneVodafone TVC, On ground signage 50 % •No perceptions • Well appreciated ad – positive impact on the brand, despite no cricket connect

IdeaIdea TVC with team association (MI)Team association (MI)

48 % • Good network • Reliability (drawn from

Sachin)

• Good impact on the brand – Salience & imagery wise

Coca ColaCoca Cola Team association (DD) 48 % • Strong, aggressive • Good impact on brand

NokiaNokia TVC linked with team (KKR)

44 % • Riding on SRK popularity • Only impacted salience

HeroHeroHondaHonda

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 Fly KingfisherKingfisher

Official sponsor 41 % •No perceptions •Has increased salience

CitiCiti Feature association during strategy breaks

40 % •No perceptions •Only impacted salience


Thank You!

Date post:	23-Dec-2016
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