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Marketing Gyan 22 The month of October has been the the best article. Further, we have with month of festivals with Durga Puja and us the COO of Zopnow.com Mr. Sunit Diwali being celebrated with high spir- Saraswat sharing his experience with it and a lot of energy. We wish all our us. readers a lot of happiness and warmth in their lives. In this edition of Brand Story, we bring to you the story of Patanjali and how it In the last two months we have seen is has become a force to reckon with. In a lot of new things in the marketing logoistic we bring to you how Microsoft world like the innovative packaging of changes its logo over the years. Bisleri, unique launch by Jeep at the Umaid Bhawan Palace and many more. Lastly, we are extremely thankful to New stories and advertisements that all our readers for the involvement made an impact or couldn’t create the throughout the year. You inspire us to kind of impact they wanted to. continue to do what we love. We would like to congratulate Ayushi So, thank you for being a part of Chugh, MICA Ahmedabad, whose ar- Markathon and we hope you will ticle ‘The Power of Mobile Marketing continue to enjoy our magazine. Automation’ got selected as the cover story for this month. We congratulate the winner of our column Perspective Cheers, whose article ‘Can USA be the Next Team Markathon Big Market for Cricket?’ got selected as E “The One who D is always I politically “ T O correct R Of The Month Piyush Jain AND HIS TEAM..!! Sharad Astha Daksh Harsha Akshay Shubham Markathon sept - oct 2016 Andar Ki Baat Andar Ki Baat Perspective USA: 01 The Next Big Market for Cover Story Cricket? K Sathya Narayanan | The Power of Mobile IMT Ghaziabad Marketing Automation 06 Ayushi Chugh | MICA Ahmedabad Eye 2 Eye Is associating your 16 brand with sports a win-win or too niche a proposition? 11 Vartalaap Mr. Sunil Saraswat Chief Operating Officer ZopNow.com Bhawana Aggarwal Sahil Bhasin Interviewed By: CBSA Landran NMIMS Mumbai Harsha Daga & Piyush Jain | IIM Shillong MARKATHON IIM Shillong Markathon sept - oct 2016 Andar Ki Baat SpeciaLs AD-dicted 18 Catch & Miss advertisements of the month Sharad Srinivasan & Shashank Patel | IIM Shillong Jab They Failed 22 Why did ZUNE not work for Microsoft? Logoistic Daksh Bhagat | IIM Shillong 17 What does the MICROSOFT logo signify? Shubham Shukla | IIM Shillong Marketing Gyan Fun Corner 21 To get the brain tickling Brand Story Akshay Seth | IIM Shillong A look at what Updates 19 PATANJALI has been 23 Fresh from the through Marketing World Harsha Daga IIM Shillong Nishiggandha Kerure | | IIM Shillong MARKATHON IIM Shillong perspective sept - oct 2016 I always felt the USA was big market, a “ “ lot of subcontinent people stay here, not only Indians - M S Dhoni Indian Cricket Captain he 4Cs which most of the Indians associate Tthemselves with are- Cricket, Cinema, Culture and Community. Is there a link between these Cs? If one USA: closely introspects, Cricket has had a significant im- pact on the other three Cs. Cricket has been instru- mental in connecting India’s culturally diverse com- munity. ‘Cricket is our Religion, Sachin is Our God’, is a mantra which has stuck a chord among millions of The next big die-hard fans in the country. Though Cinema has also had a share in its attempt to unify the nation, its suc- cess has been limited because of language and cul- market for tural barriers. However, the marriage of Cricket with Cinema in the form of Indian Premier League has led to creation a new wave of entertainment not only in Cricket? India but across the globe. Thanks to the shortest version of the game or the T20 format, there is a fundamental change in the way the By game is being marketed and taken to the fans. To- K Sathya Narayanan day’s cricket provides viewers with something called IMT GHAZIABAD as ‘Cricketainment’, where cricket meets entertain- ment. IPL was copied from the Club This has changed the game from being called ‘A Gentleman’s game’ to a game which is no longer gentle. The classical ‘Eng- lishman’s applause’ in response to a boundary or a MARKATHON 1 IIM Shillong perspective sept - oct 2016 wicket is being replaced with beautiful cheerleaders dancing to entertain the crowd and add more color to the game. Can this new form of cricket make its way into the USA, a market which it has always found difficult to penetrate? What should be the role of the United States of America Cricket Association (USACA) and International Cricket Council (ICC)? If one looks into the problem at hand from a marketer’s perspective one can rephrase these questions as, ’How do I market a new product in a relatively un- tapped (though existing) geography?’ Why have the earlier ver- sions of the product (other formats of Cricket) failed to capture the market share?’ Before attempting to answer these questions, a dive into history is necessary. History of Cricket in USA Cricket in USA has seen many ups and downs. The history of crick- et in the country dates back to 1844 when the first international cricket played between USA and Canada. With the emergence of club cricket in places like Philadelphia, New York, Hartford and Boston, the game had gained huge popularity. But after Civil War and World War I, baseball dominated cricket and become much more popular. Though perceived as a children’s sport in its ester years, baseball capitalized on the need for recreation, especially among the US army. The game did not need pitches to be main- tained nor did it take several days for completion of a match. Though the coming years saw international teams like Pakistan and Australia touring the USA to play matches, it was only in the MARKATHON 2 IIM Shillong perspective sept - oct 2016 year 1961 that the United States of America Cricket ing Baseball rated as their favorite sport. Over the Association(USACA), a centralized governing body years, both these sports have been consistently for cricket in the nation, came into existence. Af- maintaining nearly half of the viewership for sports. ter this the next significant landmark was achieved College football, NFL, NBA and Ice Hockey are hav- in 1965 when the nation was admitted into the ICC ing were similar viewership of about 7% on an aver- as an associate member nation. After almost 4 de- age. Though Cricket as a game is more than 2 centu- cades in 2004, the USA national team qualified for ries older when compared to these sports, doesn’t one top international tournaments, the ICC Cham- even have 1% viewership. pions trophy. The team played its first two interna- Why has Cricket failed to capture the mind- tional ODI matches against Australia and New Zea- share of the US audience? land. The reason behind this is that Americans do not like The USACA has been facing multiple suspensions things to be forced upon them. Be it driving or elec- from ICC right from 2005 due to a number of issues trical systems, the Americans have always devel- which has created a major roadblock in promoting oped unique conventions for even most basic day the game in the country. The previous Chairman of to day applications. While UK and many other Com- ICC, Mr. N Srinivasan remarked,” The country has monwealth economies followed the concept of left tremendous potential but because of governance, side driving, USA pioneered right side driving. financial and cricketing challenges, the opportunity to grow the game is not being properly nurtured”. The nature of switch position is another example Can the T20 cricket packaged and marketed to suit where of opposite effects are observed in UK (up consumer preferences a solution to nurture and means off and down means on) and USA (down grow the game? How to gain the viewership share means off and up means on). In the context of from already established games in the country? sports also, Americans have always taken pride in What are the exiting consumer preferences? viewing and participating in sports such as Ameri- can Football and Baseball, which they have birthed Existing Consumer Preferences and groomed. This attitude has made them averse to other internationally acclaimed sports such as According to Harris Poll study in 2014, 32% of the Cricket and Soccer which have originated in other respondents rated American Football as their most parts of the world. Does it mean Cricket can never favorite sport followed by 16% of respondents rat- penetrate the US market? MARKATHON 3 IIM Shillong perspective sept - oct 2016 20-20 Cricket: A new offering was conducted with an objective to popularize the sport among the Americans. Recently, six matches in Americans have always found it difficult to embrace the Caribbean Premier League(CPL) and two 20-20 the concept of a tie. Playing for 5 days (Test cricket) internationals between India and West Indies have been played in Florida at the Central Broward Park, a stadium constructed primarily to host in- ternational cricket matches. The Indian Cricket captain MS Dhoni, in a press release remarked,” As far as effort is concerned, I al- ways felt the USA was big mar- ket, a lot of sub-continent peo- ple stay here, not only Indians”. Though the statement may be true in a sense that USA does have a sizable number of people from sub-continents and inter- national teams playing cricket in or 6-7 hours (ODI cricket) and ending sometimes with the US does attract people from cricket watching di- no outcome has been a chief reason that has made aspora, the existing strategies do not have a great po- them averse towards the game.
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