Anil Dua Sr Vice President Marketing amp Sales Hero Honda Competitive Physical mental equipment Formal Informal Products Passion Mass appeal So there is immense value ID: 205041
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Slide1
Value of Sports Marketing
Anil Dua
Sr. Vice President –Marketing & Sales
Hero HondaSlide2Slide3
CompetitiveSlide4
Physical /mental /equipmentSlide5
Formal Slide6
InformalSlide7
Slide8
ProductsSlide9
Passion
Slide10
Mass appeal
Slide11
So, there is immense value…
But..the yardsticks are different…Slide12
Subjective or Objective ?Slide13
Subjective or Objective ?Slide14
Subjective or Objective ?Slide15
Subjective or Objective ?Slide16
Subjective or Objective ?Slide17
Subjective or Objective ?Slide18
Tangible or intangible ?Slide19
Predictable or unpredictable ?Slide20
Control on quality ?Slide21
Group consumption or individual consumption ? Slide22
How much is the value ?
INR spends in Crores on Sports marketing
Source :
AdEx
, Group M estimatesSlide23
Where is the value ?
% of spends on various components of sports marketing
Source :
AdEx
, Group M estimatesSlide24
Cricket dominates overall spends…
Sports sponsorships in 2008
Source :
AdEx
, Group M estimatesSlide25
and also in team sponsorship….
Team sponsorships in 2008
Source :
AdEx
, Group M estimatesSlide26
Sports Genre
Sport
Event
Channel
Avg. TVRs
Cricket
IPL
SET Max
4.50
*
Soccer
EURO Cup
ESPN
0.56
Tennis
US OPEN
Ten Sports
0.10
Racing
F1 Grand Prix
STAR Sports
0.07
Golf
European Tour -
Sas
Masters
Ten Sports
0.04
Hockey
Sultan
Azlan
Shah Cup
Zee Sports
0.02
Basketball
NBA
ESPN
0.02
Badminton
Indonesian Open
ESPN
0.02
Boxing
Sr
National
Boxing Championship
DD Sports
0.01
*FIFA
in 2007 had a rating 0f 1.01
GEC
Genre
Event
Channel
Avg. TVRs - Male TG
Avg. TVRs - Female TG
GEC
Kyunki Saas Bhi
Kabhi
STAR Plus
2.9
3.9
GEC
HH SRGMP Challenge
Zee TV
2.8
3.7
GEC
Dulhan
/
Saat
Phere
Zee TV
2
3.4
and in deliveries…Slide27
Hero Honda’s association with sports
Slide28
Hero Honda’s association with sportsSlide29
On ground
On air Slide30
The real value is in taking it down the lineSlide31
and in leveraging national eventsSlide32
and also in getting into our core product areaSlide33
Share of Voice higher than Share of spend
TG – Male , 18 -40 yrs
Great ROISlide34
Sponsoring sports – Inspiring peopleSlide35Slide36Slide37Slide38Slide39Slide40
Is it enough?Slide41
Olympics 2008 medals tallySlide42
Olympics 2008 medals tallySlide43
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
SenSlide44
What ails Indian sports ?
Infrastructure
Institutional & administrative reforms
Talent tapping
Talent nurturing
Social security
Awareness & InterestSlide45
Opportunity – India Land of Sports…..but few Heroes…Slide46
Making the cycle self perpetuatingSlide47
Lets give sports a chance…
Thanks….