Budgets, sponsors, spending, marketing plans and all that the CWG 2010 calls for appears to be in safe hands... But still we ask – will brand India shine?
What is the total marketing budget that has been earmarked for CWG and what exactly are your plans for the same?
We will cumulatively proceed with the process. Budgeting is of course the first step. I am not quantifying the budget only internally as then there are the special Rs.60 crores which have been allocated for overseas promotion by the Ministry of Tourism. We think that the Incredible India branding along with the CWG is a tough approach but will be more effective. Secondly, from the marketing perspective of the CWG 2010, especially with the inflow of more than a lakh and a half tourists, we look at synergising the foreign exchange inflow with the other events of CII & FICCI alongwith the delegations by the respective Ministers of Trade & Commerce – India and the Minister of Foreign Affairs. So along with the association with industries, we are using this platform to market the CWG 2010.
But what is the overall opportunity available for associations of brands during the games?
There are a lot of opportunities especially in terms of construction, materials, hospitality, and equipment et al. The budget allocated for marketing is around Rs.700-800 crore, so the opportunity is big enough. Like one of the interesting sector with a huge opportunity is the temporary outfits sector, like tents, which is more than a Rs.100 crore opportunity.
How many brands have come on board till now to associate with CWG? Could you name them?
What has happened is that more tenders have been loaded on the sites and some of the major opportunities, the charge, the offerings are in the automated sectors – automobile, fuels, tyres. In terms of telecom, we still have the landline association (although MTNL is the cellphone partner!). Then for banking area, we have Central Bank of India on board, but still we are in dialogue with top four public sector insurance companies and some of the private sector companies as well.
We have seen your presence in Facebook, Twitter and on an outdoor medium. So, what are the other platforms which are you using for the promotion of the games?
We have our affiliation with FICCI, CII and Assocham alongwith a CWG club. So alongwith these trade associations, we are taking delegations to different countries. Along the Queens Baton relay, we talked to various associations over a period of 240 days associations. We are setting up trade shows and have already identified key areas and key cities where we would like to conduct road shows. We have also a local CWG association and we are also participating in the Ministry of Tourism’s Incredible India brand exercise, like the one which we used in South Africa recently. There is a tremendous history behind our relationship and we want to make it official in terms of leveraging it as an economic relationship.
Apart from hearing about Hero Honda’s association with CWG; we haven’t heard much about the association of MNCs (like Coke and Pepsi) with the games. What are the reasons for it?
A lot of international companies and brands have shown interest in associating with us. From Adidas to Reebok, we have all the biggies’ offers and some of them are now coming to close the offer in terms of partnerships and co-partnerships et al. I cannot mention their names as we are covered under the code of conduct in terms of secrecy, but, we have some top international brands vying for it. But one thing which has really overwhelmed us is the response that we have received through the Commonwealth Club of India. A lot of companies from UK, South Africa, Canada and Australia are coming to India under the umbrella of CWG, and are trying to partner with the Games through sponsorships programs which include both the cash elements as well as the other elements. So it’s always a good sponsorship package which we are trying to get. Over the next 90 days, you will see at least six international brands on board with us...
What is the total marketing budget that has been earmarked for CWG and what exactly are your plans for the same?
We will cumulatively proceed with the process. Budgeting is of course the first step. I am not quantifying the budget only internally as then there are the special Rs.60 crores which have been allocated for overseas promotion by the Ministry of Tourism. We think that the Incredible India branding along with the CWG is a tough approach but will be more effective. Secondly, from the marketing perspective of the CWG 2010, especially with the inflow of more than a lakh and a half tourists, we look at synergising the foreign exchange inflow with the other events of CII & FICCI alongwith the delegations by the respective Ministers of Trade & Commerce – India and the Minister of Foreign Affairs. So along with the association with industries, we are using this platform to market the CWG 2010.
But what is the overall opportunity available for associations of brands during the games?
There are a lot of opportunities especially in terms of construction, materials, hospitality, and equipment et al. The budget allocated for marketing is around Rs.700-800 crore, so the opportunity is big enough. Like one of the interesting sector with a huge opportunity is the temporary outfits sector, like tents, which is more than a Rs.100 crore opportunity.
How many brands have come on board till now to associate with CWG? Could you name them?
What has happened is that more tenders have been loaded on the sites and some of the major opportunities, the charge, the offerings are in the automated sectors – automobile, fuels, tyres. In terms of telecom, we still have the landline association (although MTNL is the cellphone partner!). Then for banking area, we have Central Bank of India on board, but still we are in dialogue with top four public sector insurance companies and some of the private sector companies as well.
We have seen your presence in Facebook, Twitter and on an outdoor medium. So, what are the other platforms which are you using for the promotion of the games?
We have our affiliation with FICCI, CII and Assocham alongwith a CWG club. So alongwith these trade associations, we are taking delegations to different countries. Along the Queens Baton relay, we talked to various associations over a period of 240 days associations. We are setting up trade shows and have already identified key areas and key cities where we would like to conduct road shows. We have also a local CWG association and we are also participating in the Ministry of Tourism’s Incredible India brand exercise, like the one which we used in South Africa recently. There is a tremendous history behind our relationship and we want to make it official in terms of leveraging it as an economic relationship.
Apart from hearing about Hero Honda’s association with CWG; we haven’t heard much about the association of MNCs (like Coke and Pepsi) with the games. What are the reasons for it?
A lot of international companies and brands have shown interest in associating with us. From Adidas to Reebok, we have all the biggies’ offers and some of them are now coming to close the offer in terms of partnerships and co-partnerships et al. I cannot mention their names as we are covered under the code of conduct in terms of secrecy, but, we have some top international brands vying for it. But one thing which has really overwhelmed us is the response that we have received through the Commonwealth Club of India. A lot of companies from UK, South Africa, Canada and Australia are coming to India under the umbrella of CWG, and are trying to partner with the Games through sponsorships programs which include both the cash elements as well as the other elements. So it’s always a good sponsorship package which we are trying to get. Over the next 90 days, you will see at least six international brands on board with us...
For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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