INDIAN FOOTBALL MARKETING CASE STUDY COCA-COLA MIR IQBAL HUSSAIN TROPHY - PowerPoint PPT Presentation

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INDIAN FOOTBALL MARKETING CASE STUDY COCA-COLA MIR IQBAL HUSSAIN TROPHY

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  1. INDIAN FOOTBALL MARKETING CASE STUDY COCA-COLA MIR IQBAL HUSSAIN TROPHY

  2. FOOTBALL IN INDIA “Has the sleeping giant, that is India, begun to stir at last?” Mr. SeppBlatter FIFA President

  3. FOOTBALL AND BOLLYWOOD

  4. Football in … POPULAR INDIAN ADVERTISING

  5. Airtel Mobile – TV Ad

  6. IDBI Bank – TV / Print Ad

  7. AEGON Religare Life Insurance – TV Ad

  8. Reliance BIG TV – TV Ad

  9. TATA Docomo – TV Ad

  10. GLOBAL PARTNERSHIPS

  11. Attendances and TV audiences

  12. ATTENDANCE

  13. FIFA WC viewers 83% Football viewers across years

  14. Top league/tournaments in 2008 Top Matches on Zee Sports

  15. THE INDIAN NATIONAL FOOTBALL TEAM

  16. FOOTBALL SEASON

  17. I-LEAGUE • EVENT • India’s premier club football competition • 14 clubs in 2009-10 season. • Played for 8 months , home & away basis, September to April • Winner represents India in the AFC Champions League • Total 182 Matches, televised games 50 23

  18. SANTOSH TROPHYPrestigious Interstate competition • EVENT • Inter-state annual football competition • Quarterfinal League to be followed by semis & final • 15 matches Live 24

  19. FEDERATION CUP • EVENT • India’s FA-Cup style tournament • To be held in Guwahati, Assam in December 2009 • 27 matches Live 25

  20. NEHRU CUPInternational tournament held in India • EVENT • International tournament – August, Alternate year • Next Scheduled in August 2009 • 6 teams, round robin, with Semis and Finals • 10 matches telecast Live. • Venue: New Delhi – Ambedkar Stadium 26

  21. FOOTBALL ‘MATLAB’ COCA-COLA

  22. NATIONAL SUB-JUNIOR FOOTBALL CHAMPIONSHIP FOR ‘MIR IQBAL HUSSAIN TROPHY’ • Under-15 years • 33 State Teams • Annual Tournament

  23. TOURNAMENT STRUCTURE INDIAN JUNIOR NATIONAL TEAM 33 STATES play the inter-state tournament for Mir Iqbal Hussain Trophy

  24. PROPOSITION • Integrate Coca-Cola’s sporting objectives with the network and authenticity of the AIFF • Coca-Cola to own the sub-junior championships for ‘Mir Iqbal Hussain Trophy’ • Coca-Cola becomes the grassroots partner and claims the title of the sub-junior championship

  25. THE RESTRUCTURED VERSION

  26. ACTIVATIONEvent Rights • Coca-Cola get the title rights to the U15 National Championships for ‘Mir Iqbal Hussain Trophy’ • Coca-Cola to get on-ground branding rights for the National and Regional Championships

  27. LET THIS BE A BEGINNING.......