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IMPACT FEATURE |
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Rs
3000 crore riding on sports advertising in 2010-11
Last year was an important year in the evolution of
sports broadcast in India. Sports broadcasting willy-nilly includes
the advertising and sponsorship industry, which in turn revolves
around the fulcrum of ratings. Cost per ten-second spot and its
resultant viewership remain the only criterion for marketers who
are willing to bet big on Indian sport as a vehicle and driver for
ratings and revenues. The only maxim known to these marketers is
cost per TV rating point or CPTRP. This is the benchmark. Sadly
the bulwark of this sporting rump remains cricket in India. But
then that is precisely why 2009 was a year of learning. A year of
comprehension of new realities. That advertisers are willing to
punt big bucks on Indian cricket at a multi lateral platform, but
equally they can get singed if India is knocked out in double quick
time.
(For complete Story) more…
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‘India is slowly but surely taking its rightful place in the
global sporting firmament’
Cricket
impresario Lalit Modi is credited with many marketing innovations,
none bigger and larger than life than the IPL which he architected
two seasons ago. After staging a successful IPL in South Africa,
Modi came back with his next big play - the T20 Champions League
- featuring clubs from seven nations. A natural extension to the
domestic IPL is the international Champions League. With telecoms
like Airtel branding the tourney for an astounding Rs 160 crore
and a purse of $6 million, the Champions League was richer than
the ICC Champions Trophy where the winner's purse was only $4million.
(For complete Story) more…
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| CMO
INTERVIEW |
Embracing co-development
14 lakh
refrigerators, 2.5 lakh air conditioners, 3.5 lakh washing machines
– is the estimated volume sales of Godrej appliances by the
end of this fiscal year. The interesting thing to note is that the
penetration of these products in Indian market, as of now, is only
14-18 per cent for refrigerators, 4.5 per cent for washing machine
and 2 per cent for air conditioners. This just gives us an idea
of the growth potential of home appliances in India. Last year,
when the market sentiments were low, Godrej saw a growth in sales
by 35-40 per cent. This year it is expecting to go beyond that number.
Alongside an extensive rebranding exercise around three years back,
the company launched its premium range of home appliances and shifted
its focus to the young generation.
(For complete Story) more…
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For
articles by industry leaders from the Third Anniversary Issue
of
impact, click
here |
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