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Cricket's frame of reference...

A quick note on how the game of Cricket evolved, especially in the Indian context, and marketed itself. Almost a lesson in marketing. Feel free to leave comments.

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Cricket's frame of reference...

  1. 1. Crickets frame of reference…Niraj Morey, Dubai.April 2008
  2. 2. Frame of reference and marketing myopia… Theodore Levitt wrote on Marketing Myopia and called on marketers to redefine their competition and alerted them not to have a narrow short term view of their market. He spoke about how firms lost hold of markets because they were product-focused rather than customer-focused. He said… The railroads did not stop growing because the need for passenger and freight transportation declined. That grew.  The railroads are in trouble today not so much because that need was filled by others (cars, trucks, airplanes, and even telephones), but because it was not filled by the railroads themselves.  They let others take customers away from them because they assumed themselves to be in the railroad business rather than in the transportation business.  The reason they defined their industry incorrectly was that they were railroad oriented instead of transportation oriented; they were product oriented instead of customer oriented. Stretching this argument to the game of Cricket…
  3. 3. Crickets evolution… Yeh dil maange more… "Give me more" Audience AxisLow corporate Revenue High corporateInvolvement Axis Involvement Gentlemans game…
  4. 4. Crickets evolution… Yeh dil maange more… "Give me more"Low corporate High corporateInvolvement Involvement Test Cricket Relaxing, time pass, played very softly, low involvement, low competitive spirit, dominated by a few biggies, not a revenue engine, Gentlemans game… very friendly and therefore a gentlemans game…
  5. 5. Crickets evolution… Yeh dil maange more… "Give me more"Low corporate High corporateInvolvement Involvement One Day Cricket Competitive spirit sets in, faster than test cricket, more crowd or consumer Test Cricket involvement, starts generating revenue, test cricket still holds some influence, the game is still more about the game and not Relaxing, time pass, played very so much about the money… softly, low involvement, low competitive spirit, dominated by a few biggies, not a revenue engine, Gentlemans game… very friendly and therefore a gentlemans game…
  6. 6. Crickets evolution… Yeh dil maange more… "Give me more" Corporates start sponsoring World Cups, white robes done away with, three-country championships introduced, India plays Pak in Canada only for TV audience, South Africa roped in, new countries roped in, women commentators introduced to attract female consumers, money, sponsorships, endorsements, advertisements, cola wars, fixing, BCCI-ICC battles… what gentleman?Low corporate Innovation & New High corporateInvolvement markets Involvement One Day Cricket Competitive spirit sets in, faster than test cricket, more crowd or consumer Test Cricket involvement, starts generating revenue, test cricket still holds some influence, the game is still more about the game and not Relaxing, time pass, played very so much about the money… softly, low involvement, low competitive spirit, dominated by a few biggies, not a revenue engine, Gentlemans game… very friendly and therefore a gentlemans game…
  7. 7. Crickets evolution… Yeh dil maange more… "Give me more" Corporates start sponsoring World Cups, white robes done away with, three-country championships introduced, India plays Pak in Canada only for TV audience, South Africa roped in, new countries roped in, women commentators introduced to attract female consumers, money, sponsorships, T20 endorsements, advertisements, cola wars, fixing, BCCI-ICC battles… what gentleman? The T20 Clint EastwoodLow corporate Innovation & New demolishes whatever sobriety High corporateInvolvement markets was left, players openly brag Involvement about their incomes, ICL kicks in the dust, Pak players revolt for money, NZL follows, the One Day Cricket gentlemen have now become corporate sharpshooters… Competitive spirit sets in, faster than test cricket, more crowd or consumer Test Cricket involvement, starts generating revenue, test cricket still holds some influence, the game is still more about the game and not Relaxing, time pass, played very so much about the money… softly, low involvement, low competitive spirit, dominated by a few biggies, not a revenue engine, Gentlemans game… very friendly and therefore a gentlemans game…
  8. 8. IPL – a nexus of politicians, business men and film actors – turns Cricket into an absolute Crickets evolution… entertainment, people buy Cricket teams, other games face sorry future, Cricket controls the Yeh dil maange more… entire sporting revenue in the country, the most brazenly capitalist team takes shape in the "Give me more" communist heartland… Corporates start sponsoring World Cups, white robes done away with, three-country Indian Premier championships introduced, India plays Pak in League Canada only for TV audience, South Africa roped in, new countries roped in, women commentators introduced to attract female consumers, money, sponsorships, T20 endorsements, advertisements, cola wars, fixing, BCCI-ICC battles… what gentleman? The T20 Clint EastwoodLow corporate Innovation & New demolishes whatever sobriety High corporateInvolvement markets was left, players openly brag Involvement about their incomes, ICL kicks in the dust, Pak players revolt for money, NZL follows, the One Day Cricket gentlemen have now become corporate sharpshooters… Competitive spirit sets in, faster than test cricket, more crowd or consumer Test Cricket involvement, starts generating revenue, test cricket still holds some influence, the game is still more about the game and not Relaxing, time pass, played very so much about the money… softly, low involvement, low competitive spirit, dominated by a few biggies, not a revenue engine, Gentlemans game… very friendly and therefore a gentlemans game…
  9. 9. Crickets evolution… the gear
  10. 10. Crickets evolution… the gear
  11. 11. Crickets evolution… the gear
  12. 12. Crickets evolution… the logos
  13. 13. Crickets evolution… the logos
  14. 14. Crickets evolution… from game to entertainment
  15. 15. Crickets evolution… from game to entertainment
  16. 16. So whats Theodore Levitt got to do with Cricket? Yeh dil maange more… Firmly establishes itself as a form of entertainment – and gets the "Give me more" entertainment industry to endorse it!! Indian Premier League Gets corporates to finance the T20 game and expands its reach… Cricket is not a sport any moreLow corporate Innovation & New and does not compete against High corporate markets other sports… its frame of InvolvementInvolvement reference is "entertainment"…Cricket is pass time, a One Day Cricketgentlemans game… Expands into a sport and evinces corporate interest… Test Cricket Gentlemans game…
  17. 17. In fact, Cricket would have made Theodore Levitt proud… Yeh dil maange more… "Give me more" Indian Premier League T20 An entertainment…Low corporate Innovation & New High corporateInvolvement markets Involvement One Day Cricket Pushing the envelope… Test Cricket Gentlemans game… A game, a pass time…
  18. 18. So… what is your brand’s frame of reference?
  19. 19. Hope you enjoyed it!!
  • Konstantinos

    Mar. 14, 2014

A quick note on how the game of Cricket evolved, especially in the Indian context, and marketed itself. Almost a lesson in marketing. Feel free to leave comments.

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