If you are following Indian Premiere league then im sure you must have noticed a lot of sponsorships from companies like Vodafone, Hero Honda, Karbonn, Micromax, Maxx mobiles and Setmax TV channel to name a few which are taking the major apportion of the time space(in this case, time space is the time in between completion of overs etc. when TVC's are broadcasted).
If you look at these companies you might find a very peculiar similarity that all these companies are serving the masses. All these companies wanted to be noticed during the time of highest TRP ratings which is cricket in India for all senses.
Why aren't companies like Sony Bravia, Mercedes Benz, BMW, Louis Vuitton, GAP, Volkswagen, Xylys etc are not trying to get associated with the largest Indian confluence?? Well for them the market is entirely different. As we know that brands can be classified into 3 categories broadly.. Cult brands, Aspirational brands and brands for Mass Market. All the above mentioned brands(Sony...) are all aspirational brands. Aspirational brands doesnt spend marketing budget for awareness rather they spend money for next level of buyers i.e for "action" if you remember AIDA rule. Well to get associated with their prospective buyers ,companies like Barclays bank, BMW, Swaroski, Cisco etc are betting high on the rich mans game(GOLF). That is because a survey reveals that an average golfer comes within a salary bracket of around 35L pa.. Which is the right target which they say the conversion rate is as high as 15% and companies like Toyota revealed that their conversion rate was as low as 0.001% in the past where they had bad experiences with cricketing game.. ......RamKumar
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