Emotional Quotient In Sports Marketing By Sourabh Arya

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Emotional Quotient and Sports Marketing- A relationship to be explored

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Emotional Quotient In Sports Marketing By Sourabh Arya

  1. 1. “ To Identify And To Quantify Various Sport Fans On The Basis Of Their Emotion Level Across Different Sports” By: Sourabh Arya 06bm8114 2 nd Year MBA VGSOM, IIT Kharagpur
  2. 2. Objective: <ul><li>What are fans. </li></ul><ul><li>How a fan is created or what are the attributes of a fan. </li></ul><ul><li>How can we distinguish a fan from the crowd. </li></ul><ul><li>What does a fan like in a particular sports. </li></ul><ul><li>Demographic segmentation of a fan. </li></ul><ul><li>Using sports as a medium, how sponsors of a sport event can actually connect to the viewers and translate this relationship into sales. </li></ul><ul><li>Understanding of how the relationship between a sport star and the brand he/ she endorses can be translated in terms of sales. </li></ul>
  3. 3. What Are Fans: <ul><li>“ A fan, aficionado, or supporter is someone who has an intense, occasionally overwhelming liking of a sporting club, person, group of persons, company, product, work of art, idea, or trend” </li></ul><ul><li>Fans of a particular thing constitute its fanbase or fandom. They may start a fan club, hold fan conventions, create fanzines, write fan mail, or engage in similar activities.” </li></ul><ul><li>In a few cases, individual fans may become so obsessed with the objects of their infatuation that they become fanboys/fangirls. These fans engage in behaviors that are considered extreme or abnormal. </li></ul><ul><li>This includes idolatry or other forms of worship, such as creating a personal shrine dedicated to the idol at one's home, and can sometimes extend to the point of the fans becoming stalkers. </li></ul>
  4. 4. Characteristics of a Fan : <ul><li>There are certain common characteristics to be found in fans interested in different topics and that these characteristics influence the behaviors of those involved in fan behavior (Thorne&Bruner 2006). </li></ul><ul><li>Internal involvement - Fans usually have a strong enough interest that small to major changes in their lifestyles are made to accommodate devotion to the focal object. </li></ul><ul><li>Desire for external involvement - Fans are motivated to demonstrate their involvement with the area of interest through certain behaviors (attending conventions, posting online, etc.) </li></ul>
  5. 5. Characteristics of a Fan : <ul><li>Wish to acquire - Fans tend to express a strong desire to possess material objects related to the area of interest. </li></ul><ul><li>Desire for social interaction with other fans . This again may take many forms, from casual conversation, e-mail, chat rooms, and electronic mailing lists to regular face-to-face meetings such as fan club meetings and organized conventions. </li></ul>
  6. 6. Procedure: <ul><li>Understanding about sports its viewers and fans, their characteristic and behavior, how they feel when their team win or losses, basically a detailed analysis of a fan. </li></ul><ul><li>Understanding of various scientific tools, which can help us to measure a fans emotion with respect to his favorite sport, team for which he/ she roots for. I.E. Emotional Q is one such tool which can help us to know everything about a fan. </li></ul><ul><li>Using emotional quotient as a tool to gain valuable insights about a sport fan towards a sport and his favorite sport star. </li></ul>
  7. 7. Procedure: <ul><li>Transforming the emotional quotient factor into a questionnaire so as to find out the orientation of a sport viewer towards his favorite sports personality and the brand he endorses. </li></ul><ul><li>Basic analysis of sport fans and their buying pattern. To understand the fan psychology surveys were conducted at Nehru cup (football), kingfisher open (tennis) and Vodafone Delhi half marathon. </li></ul><ul><li>At each event a survey of 100 random respondents of different background, sex, age group, and income level is conducted so that the findings in this survey are free from any bias. </li></ul><ul><li>  </li></ul>
  8. 8. Procedure: <ul><li>Finally collection of primary data and an analysis of it, to find out ways to target viewers in sports. </li></ul>
  9. 9. Emotional Quotient: <ul><li>“ Emotional intelligence is the ability of an individual to appropriately and successfully respond to a vast variety of emotional inputs being elicited from inner-self and immediate environment”. </li></ul><ul><li>The emotional competencies (Goleman) model: Goleman's model outlines four main EI constructs </li></ul><ul><li>Self-awareness - the ability to read one's emotions and recognize their impact while using gut feelings to guide decisions. </li></ul><ul><li>Self-management - involves controlling one's emotions and impulses and adapting to dynamic environment. </li></ul><ul><li>Social awareness - the ability to sense, understand, and react to other's emotions while comprehending social networks. </li></ul><ul><li>Relationship management - the ability to inspire, influence, and develop others while managing conflict. </li></ul>
  10. 10. Surveys And Findings
  11. 11. Kingfisher Open Mumbai: <ul><li>“ The kingfisher airlines open 2007,now in its second edition, is south Asia's most prestigious ATP tennis tournament. The prize money for this year's tournament is US$ 416,000. Like last year, this ATP tennis tournament too will be held at the cricket club of India in Mumbai. With the joint efforts of kingfisher airlines and glob sport, the kingfisher airlines open 2007 promises to take the sport a notch higher with an array of high-caliber ATP ranking players promising a veritable treat for Indian tennis fans.” </li></ul>                                                                                                                                                                             
  12. 12. Why Kingfisher Open: <ul><li>Considering very few international tennis events happening in India, its indeed one of the most coveted event to happen in Mumbai. </li></ul><ul><li>4 out of top ten international players participated in it. </li></ul><ul><li>Young budding Indian players consider it as a testing ground before they step into international tennis circuit. </li></ul><ul><li>Finally, because of Mumbai, a place where people from different cultural mix, income level, social background and religion comes in and appreciate the level of tennis that is happening. </li></ul>
  13. 13. How Survey Was Conducted <ul><li>Sample size of the survey was 100 and duration of the survey was 3 days. </li></ul><ul><li>Out of 100 respondents surveyed only 88 have replied with satisfactory responses. </li></ul><ul><li>An open-ended questionnaire was made to capture the spirit and the love for the game. </li></ul><ul><li>Respondents were selected on random basis, special attention was given to pupils of age less then 25 and requested to fill out the survey. </li></ul><ul><li>Data represented on y-axis is no of respondents and x-axis classifies people of different age group. </li></ul>
  14. 14. How Fans Update Themselves When It Comes About Tennis # Respondents under the age of 25 use every possible means to update themselves for tennis.Respondents above 35 years of age has least interest in sports news and magazines and Similar patters are found in age group 50 and above.
  15. 15. My Favorite Tennis Star Among Various Age Group # Respondents have different opinion about it .
  16. 16. Fans Must Watch Tournament of the Year   # Wimbledon rules in each age group.
  17. 17. How Much They Are Willing to Alter Their Schedule for a Big Game # Approximately 50% respondents in each category are ready to alter their schedule for a big game.  
  18. 18. How Fans Feel When Their Favorite Tennis Star Is Injured # Majority of respondents felt frustrated, when their fav. Tennis player is injured. Next is the category of people those who are least bothered about it and third and fourth slot goes for the respondent those who believe that its part of the game and Sometimes believe in praying for him.
  19. 19. What They Like in Their Favorite Tennis Star # As its clearly visible that respondents under the age group of 25 gives equal importance to looks, attitude and game. While as you go up in terms of age, there is a clear division between attitude and game oriented fans. Look still matters but are not the only criteria for a favorite star.
  20. 20. Fans Themselves Involved in Tennis # Majority of respondents in each age group are audiences, immediate next are players category and finally amateur.As you go up in age ladder (>36), category of amateurs has increased steadily could be because of health reasons.
  21. 21. Do Fans Buy Apparel Sponsored by Their Tennis Favorite # Majority of fans have said no to their preference on apparels in each category but respondents under the age of 25 still like to sport tennis gears.
  22. 22. What Factor Brings Them to Kingfisher Open # Level of tennis played at kingfisher open has clearly sidelined all the other factors like the, star attraction, friends etc. when it comes about people filling the tennis court. .
  23. 23. NEHRU CUP Delhi The Nehru Cup (International Football Tournament) is a tournament organized by the All India Football Federation. It was launched in 1982, but was not held between 1998 and 2007. After the trophy was won by the Iraq in 1997, it was reinstated only in 2007. The 2007 Nehru Cup tournament took place from August 17-29, 2007 with Syria, Kyrgyzstan, India, Cambodia and Bangladesh The total prize money of the tournament is $100,000. The champion team takes away a prize of $40,000, the runners-up receive $20,000 while the third place team will get $10,000. The winning team of every match will get $2,500.
  24. 24. Why Nehru Cup: <ul><li>Considering hardly any international football events happens in India, its indeed one of the most coveted event to happen over a span of 9 years. </li></ul><ul><li>Best foot-balling nations in the middle east and southeast Asia are part of the tournament. </li></ul><ul><li>Young budding Indian players consider it as a testing ground before they step into international football circuit. </li></ul><ul><li>  Finally, because of Delhi, a place where people from different cultural mix, income level, social background and religion comes in and appreciate the level of football being played there. </li></ul>
  25. 25. How Survey Was Conducted: <ul><li>Sample size of the survey was 100 and duration of the survey was 5 days. </li></ul><ul><li>  </li></ul><ul><li>Out of 100 respondents surveyed only 70 have replied with satisfactory responses. </li></ul><ul><li>  </li></ul><ul><li>An open-ended questionnaire was made to capture the spirit and the love for the game. </li></ul><ul><li>  </li></ul><ul><li>Respondents were selected on random basis, special attention was given to pupils of age less then 25 and requested to fill out the survey. </li></ul><ul><li>  </li></ul><ul><li>Data represented on y-axis is no of respondents and x-axis classifies people of different age group. </li></ul><ul><li>  </li></ul>
  26. 26. How Long You Have Been Following Football # Majority of respondents in each age group have feen folowing football since childhood
  27. 27. Name Your Favorite Footballer # Bhaichung bhutia is a clear fav among all the age groups.  
  28. 28. Name Your Favorite Indian Club # East Bengal has maximum supporters in each age group.
  29. 29. How Fans of Different Sexes Update Them Selves About Football # Football is definitely a male dominated sport, females showing least interest when it comes about updating them in football.  
  30. 30. Do You Also Play Football and up to Which Level # Approximately 50% of respondents in each category actively pursue football as hobby. A detailed description about their level of game is given in next slide.
  31. 31. # Among the age group of 15-30, a few of them a have played football at professional level, as highlighted as players in bar chart.
  32. 32. What Brings You to Nehru Cup # There is a clear distinction in motive to watch Nehru cup among males and females, while the most common reason between both the sexes is friends.
  33. 33. Vodafone Delhi Half Marathon Delhiites now have a chance to share$160,000 prize booty. The Vodafone Delhi Half Marathon 2007 billed the world's richest and most prestigious half marathon will see over 35,000 participants from all over the world on October 15, 2007 in the national Capital.The huge prize money will surely attract the leading long distance runners from all over the world, including at least 40 runners from among the world's top 100, but Indian participants can take heart. There is a separate prize fund for Indian athletes and the varied levels of competition will provide a platform to runners of all ages to participate. Also, Delhitites will get a chance to run along with the likes of Haile Gebrselassie of Ethiopia, arguably the greatest long distance runner ever.
  34. 34. How Survey Was Conducted: <ul><li>Sample size of the survey was 100 and duration of the survey was 3 days before the race. </li></ul><ul><li>Out of 100 respondents surveyed only 80 have replied with satisfactory responses. </li></ul><ul><li>An open-ended questionnaire was made to capture the spirit of racing. </li></ul><ul><li>Respondents were selected on random basis. </li></ul><ul><li>Data represented on y-axis is no of respondents and x-axis classifies people of different age group. </li></ul>
  35. 35. How Many Times You Have Earlier Participated in Marathons # Majority of respondents in each age group is participating for the first time, however a small fraction of respondents in each category are going for it the second or third time.A section of respondents particularly in age group 0f 16-25 and 36 and above are participating for the third time.A detailed differentiation in terms of participation among the sexes is shown in the next chart.
  36. 36. # Females in comparison to males showed approximately an equal level of enthusiasm.
  37. 37. Why Are You Participating in Vodafone Delhi Half Marathon # Male respondents across each age group have all the three reasons for participating in the marathon.Females across the age group of 16- 40 have cited reasons like spirit of Delhi and good health for participation.
  38. 38. How Often Do You Visit a Sports Shop # Majority of respondents between age group of 10-50 visits a sport outlet at least once a month.
  39. 39. How delhites Have Prepared for the Marathon # Delhites has used every possible means to gear up itself for the up coming marathon. However, a large section across age group 10- 35 yrs still believes in performing only on the race day.
  40. 40. Name Any 3 Sponsors of the Marathon # Finally something interesting for sponsors as majority of respondents was successful in recalling the name of any three sponsors.
  41. 41. Should We Go for Marathons More Than Once a Year # Delhi definitely want events like marathon to happen at least twice a year. It might be increasing health awareness.
  42. 42. How Does Delhi Feel About Vodafone Sponsorship for Marathon #Respondents across each age group has certainly appreciated the effort of vodafone, but a small fraction also feel that it’s pure business strategy.
  43. 43. Conclusions: <ul><li>On the basis of a detailed analysis on sports fans of three different sports at three different venues- Nehru Cup (Football), Kingfisher Open (Tennis) and Vodafone Delhi Half Marathon. </li></ul><ul><li>A following set of conclusions can be derived, which can definitely pitch in for the problems faced by the sports federation, event organizers, sponsors and event broadcasters such as empty stadiums, declining sales of tickets, declining number of sponsors and low TRP ratings while preparing for a sport event. </li></ul><ul><li> A detailed understanding of fans. </li></ul><ul><li>Detailed profiling of fans across three different sports can certainly improve our understanding about their behavior, attitude and attraction towards a game. </li></ul>
  44. 44. Conclusions: <ul><li>The information can significantly boost the preparation level of organizers and sponsors in targeting the audiences inside the stadium and on television airwaves. </li></ul><ul><li>New means of promotions can be designed to attract viewers inside the stadium and on television for example: </li></ul><ul><li>Flash mobs can be hired for pre promotion of events to increase the attendance. </li></ul><ul><li>Various activities can be designed to hold the audience during breaks in a event for the targeted audience group or the entire set of audience. </li></ul><ul><li>    </li></ul><ul><li>         </li></ul>
  45. 45. Conclusions: <ul><li>Audience specific advertisement campaigns can be designed for target audiences, which can provide a significant boost to the various measures taken by the event organizers to fill in the stadium and increase the TRP ratings of these events on air. </li></ul><ul><li>The information about fans can be used to convince sponsors to put their money in these sports, as it will be easier for the corporate houses to get associated with a particular section of viewers, which are consumers of there product line. </li></ul><ul><li>Last but not the least, a detailed frame work can be prepared in conducting surveys in future to tap new trends and utilizing them for the clients. </li></ul>
  46. 46. Thank You
  47. 47. References
  48. 48.   Internet - company reports, industry reports, company websites, were one of the main sources of information for the assignment. Apart from this Information on time taken was primarily collected through personnel observations, discussions with employees who are actually carrying out the job. Following were the sources of information: www.google.com www.wikipedia.org www.espnstar.com www.groupm.com www.scribd.com   www.vdhm.indiatimes.com www.aiff.com   Books: Men in white by Mukul Keswani   Twenty-Two yards of freedom by Boria Mazumdar Maiden View by Mihir Bose   EQ at work by Dalip Singh   Annexure A: Passion for Football   Annexure B: Passion for Tennis   Annexure C: Passion for Marathon
  49. 49.     Passion For Football   Name …… Age………….. Sex ……… Profession ………… Mobile model- Contact details-     1.) How long you have been watching/reading football? 2.) Who is your favorite domestic player till date?     3) Which is your favorite domestic team?     4) Do you also play football and to which level?   5) What brings you to Nehru cup?     6) Suggestions to improve the status of football in India?     7) When we talk about football, which Indian success story comes immediately in your mind?              
  50. 50. Passion For Tennis    Name …… Age…………..   Sex ……… Profession …………   Mobile model- Contact details-      1.) How long you have been watching/reading tennis?    2.) Do you also play tennis and to which level?   3.) How do you watch a big final and what changes in your schedule are you ready to make in case of a big final?    4.) Which is the most awaited tennis tournament of the year?    5.) Who is your favorite tennis star?    6.) What do you admire most about your tennis idol?    7.) Do you also go for the apparel sported by your tennis idol? 8.) How do you feel when your favorite tennis star is injured? 9.) What brings you to kingfisher open is it the star attraction, tennis tips, friends or the game itself?    10.) When we talk about Indian tennis are you satisfied by the performance of Indian stars at global level and if not how do you suggest improving it?            
  51. 51. Passion For Marathon    Name …… Age…………..   Sex ……… Profession …………   Mobile model- Contact details-   Yearly Income- Married-     1) How do you come to know about Vodafone Delhi Half Run Marathon?     2) Is this is your first time, why do you want to be part of Delhi Half Run Marathon?     3) Is running a regular activity for you or it’s for the spirit of Delhi?     4) How often do you visit a sports store for racing gear?     5) What kind of preparations you had done for Delhi Half Run Marathon?     6) Name any 3 sponsors of Delhi Half Run Marathon?     7) What is your opinion about organizing more marathons in Delhi?     8) What is your opinion about Vodafone continuous initiative of sponsoring Delhi Half Run marathon?     9) A word of advise for the organizers?            

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