Marketing and the 2011 Cricket World Cup…
Comments(0) I am an avid cricket supporter and I have been playing the sport all my life. I thought the best way to get the ball rolling on my blog for marketing would be to combine cricket with the marketing mix that we have been talking about in class. I want to specifically talk about the run up to the Cricket World Cup that is happening in a months time!!
Quite naturally, prior to any massive event we see a lot of branding in order for these events to be given more prestige and hype up the event as much as they can. The organizers of the world cup this year have done the same thing by creating a mascot! Meet Stumpy the Elephant:
Very much like Quatchi in the winter Olympics, Stumpy is going to end up a memory that is tied to this event and is going to be an image that represents the world cup. But it would be interesting to see the marketing mix and how it is being used as a brand.
Product: Already, the organizers have produced lots of stuffed toys, key chains, posters and many other souvenirs to be sold before, during and after the world cup! Not only are there products, but they have created a personality for the character. (See below)
Price: These products would naturally be more expensive as the proceeds are generally given to charities or the development of cricket in rural areas.
Place/Distribution: The products are being sold globally, particularly in countries where cricket is extremely popular. This year the world cup is being held in India, Bangladesh and Sri Lanka, all places where cricket is almost a religion, and therefore it is key that this product represents the place that the tournament is being held. The unveiling (and primary place of distribution) took place in Sri Lanka.
Promotion: Since cricket is most popular in South Asia and the world cup itself is being hosted by 3 South Asian countries, it only seemed fair that 4 of the biggest names in South Asian cricket were there to unveil the product. Promotion of products in cricket is largely successful because of the use of superstars to represent the products. It is clear in India that those products that use brand ambassadors are those that have the highest market share, and a majority of those brand ambassadors tend to be superstars in cricket.
On a final note, Stumpy has been given a personality:
He is:
- Young, enthusiastic and determined
- Thinks cricket is the most fun game in the world
- Loves playing street cricket – would play 24/7 if he could
- Worships cricket heroes, their technique, skill and character
- Understands there is a lot to learn, works hard at it, step by step
- Learning to master the art of concentration
- Dreams of playing in the World Cup…one day
- Age: 10 (human years)
This humorous touch is significant because its segments the consumers very well. Cricket is a sport that is struggling to survive because of how slow it is and because of its technicality. In modern cricket we see lots of players ignoring technique and playing very erratic cricket. This makes it more enjoyable to watch, but older cricket experts look down on this because it ruins the essence of the game. The International Cricket Council (ICC) is doing its best to stop this, and the personality of Stumpy is clearly a way to do that. Stumpy is clearly targeted at children who watch cricket, and giving him a personality where he wants to ‘learn to master the art of concentration’ is definitely a way for the ICC to try and get that into the children’s head!