Firms set to cash in on World Cup

With less than 35 days to go for the ICC Cricket World Cup 2011, brands and retailers are gearing up to boost their sales as well as promote their brands through the launch of a series of cricket-related merchandise and products.

The sports merchandise market in India is currently pegged at around Rs 2,525 crore, of which 45 per cent is sports apparel market. The total market is expected to grow at an annual rate of 13 per cent to reach Rs 12,000 crore by 2020.

So, apart from increasing their ad-spends companies are trying to engage with consumers by launching products with the World Cup theme. Right from PepsiCo to watchmaker Timex and retail chains like Big Bazaar, all are trying to cash in on the cricket mania.

PepsiCo has launched six flavours called 'Lays Flavour World Cup 2011' of its snack brand, Lays, based on the tastes popular with the six participating nations - Australia's Herb Lime, South Africa's Peri Peri Sauce, Sri Lanka's Sweet Onion Sauce, England's Grilled Cheese, West Indies' Hot & Sweet Chilli and India's Magic Masala.

"Cricket is the most important sports for Indians. By launching these World Cup special flavours, apart from boosting sales, we feel we will be able to engage our consumers in a better way," Vidur Vyas, marketing director, PepsiCo Foods India, said.

Every day, one lucky winner would get a chance to walk with the captains in the ICC Cricket World Cup. Also, buyers stand a chance to win mobile phones every hour and home theatre systems every twelve hours.

Retail chain Big Bazaar, the official merchandiser for the World Cup, has launched specially designed cricket merchandise for men, ladies and children. The range includes sports tees, active dry tees, track pants, shorts, sweatshirts, caps, head bands and more. It starts from Rs 199 onwards. It has also launched a range of personal care products like apparel, toothpastes and soaps through its Sach brand - inspired by Sachin Tendulkar. The firm expects the special marketing initiative to boost its sales by 10 per cent.

The world's third largest watchmaker Timex, which is the official product licensee for the ICC World Cup 2011, has launched the exclusive ICC World Cup 2011 watch collection. Designed by Giorgio Galli, these watches fall within the price range of Rs 1,400-6,000.

The companies feel that these special initiatives will help build their brands and help them connect with their consumers in a better way.

Vineet Jain, business head (north zone), Big Bazaar, said: "Through our vast merchandise offerings in apparel, home and personal care, we attempt to cement a strong relationship with our customers by enabling them to express their appreciation and cheer for cricket by sporting the fan look."

According to Raghu Viswanath, managing director, Vertebrand, "Marketing and branding professionals will need to move away from pure selling and understand how to integrate their brands into a consumer experience. It is no longer enough for consumers to believe that brands are sincere in their communications. In order to succeed, brand communications must offer some additional value before the audience will even tune in."

Vertebrand is an integrated brand management and communications strategy consultancy firm.

Courtesy: Mail Today