Nothing official about it
Cricket is the only game in India that enjoys a mass following
. No wonder, when marketing honchos of consumer product and service companies draw up plans to reach target consumers, cricket matches become an irresistible vehicle for advertising. Inevitably, the lack of choice leads to frequent wars between sponsors & advertisers. For more than a decade, Coke and Pepsi have fought protracted and often vicious wars over Brand Cricket. Perhaps the most remembered is the 1996 World Cup that had Coke as official sponsor. In a masterful display of sneak attack, Pepsi took the fizz out of Coke by simply running the famous ‘Nothing official about it’ campaign! Nike & Adidas, too, have been similarly embroiled in many a battle, as have dozens of other rival brands. Perhaps the most telling example of how corporate warfare affects cricket dates back to 1990s, when it was rumoured that Rahul Dravid didn’t find a place in the one day team because he endorsed Cok instead of Pepsi. Expect more controversy as the ICL-BCCI battle heats up.
For Complete IIPM Article, Click on IIPM Article
. No wonder, when marketing honchos of consumer product and service companies draw up plans to reach target consumers, cricket matches become an irresistible vehicle for advertising. Inevitably, the lack of choice leads to frequent wars between sponsors & advertisers. For more than a decade, Coke and Pepsi have fought protracted and often vicious wars over Brand Cricket. Perhaps the most remembered is the 1996 World Cup that had Coke as official sponsor. In a masterful display of sneak attack, Pepsi took the fizz out of Coke by simply running the famous ‘Nothing official about it’ campaign! Nike & Adidas, too, have been similarly embroiled in many a battle, as have dozens of other rival brands. Perhaps the most telling example of how corporate warfare affects cricket dates back to 1990s, when it was rumoured that Rahul Dravid didn’t find a place in the one day team because he endorsed Cok instead of Pepsi. Expect more controversy as the ICL-BCCI battle heats up.For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2007
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
Labels: Arindam Chaudhuri, Guru and Economist, Guru Arindam Chaudhuri, IIPM, IIPM-Article, IIPM-Delhi, IIPM-India, IIPM-Press Release, Management Guru
Rashmi Bansal Publisher Of JAMMAG Magazine Caught Red-Handed, for details click on the following links:-
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