hockey world cup 2010 marketing strategy

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

http://www.skalmadi.org/

~ MEN’S HOCKEY WORLD CUP 2010, NEW DELHI ~

THE BRIEF


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.


MARKETING COMMUNICATION OBJECTIVES

Raise general awareness of the event

Provide event information to the general public

Drive attendance and ticketing sales

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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


PRIMER TO MARKETING STRATEGY


“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.


She added:


“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…


IHC President Mr. KPS Gill stated:


“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.


MARKETING STRATEGY


Target Audience (Primary)

Sports lovers in India, especially the youth


Target Audience (Secondary)

Fans from participating countries

Also, Tourists - Indian & International - visiting Northern India


DRILLING INTO THE OBJECTIVESfor determining & prioritizing marketing efforts


Would an event like HOCKEY WORLD CUP ever go unnoticed?




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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.



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.


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


BARRIERS TO MOTIVATION


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.


COMMUNICATION STRATEGYATL vs. BTL divide (depending on objectives)





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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)


KEY MESSAGE


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


Why ‘BIGGEST EVER SPECTACLE’?

FAST PACED ACTION

WORLD’S BIGGEST HOCKEY PLAYERS

LIVE MUSICAL PERFORMANCES

GLAMOURCULTURAL PERFORMANCES

BOLLYWOOD

Supported by:


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


BEFORE THE EVENT


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


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


MARKETING & ENGAGEMENT IDEAS

Depending on the relevance, the marketing ideas will use different media like TV, Print, Web,

Mobile, Radio & On Ground Activities


IDEA # 1Leveraging Motorcycling Groups to promote the

Event & the game of Hockey


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’


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


Taking it 360


@ 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!


@ 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


BAD GUY, GOOD SOUL!


@ 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


BAD GUY, GOOD SOUL!


@ 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!


@ 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!


@ 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!


@ 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!


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!


IDEA # 2Leveraging the passion for Music among today’s

Youth


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


IDEA # 3Leveraging the thrill of Reality Shows


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’.


IDEA # 4On Campus Hockey-driven Contests


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


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


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.

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