And it’s not just Coke! Arch rival Pepsi, which has recently dropped Shahrukh Khan as its brand ambassador, has signed a deal with Chennai Super Kings (CSK) to launch co-branded cans to cash in on the IPL frenzy. GlaxoSmithKline India’s (GSK) Boost was just a brand partner of Rajasthan Royals’ (RR – the winner of IPL’s inaugural season) in the last season of IPL, but now it has entered a licensing deal with CSK to develop a special co-branded drink with the formula developed by John Gloster, the physiotherapist of RR. Again, if you glance back at Boost’s advertising over the last few months, it is easy to notice how Sachin Tendulkar and Virender Sehwag (who were endorsing the brand earlier) have been missing from action. Though, Sehwag is still associated with the brand, the company is now focusing more on RR to gain popularity among the Indian masses.
And why not? From a health drink brand’s perspective it makes more sense to associate the brand with the winner of IPL’s inaugural season, rather than just spending money on big ticket celebs, pitching for sales. Through such a licensing agreement Boost’s branding becomes associated with a pack of fit men on a winning streak. And being the winner of the last season, RR surely has a competitive edge over other teams when it comes to attracting more companies to associate with it. RR is cashing in on this opportunity in a smart way. In fact, the team plans to come up with a music video featuring Shilpa Shetty and the brands in RR’s pavilion will be embedded as a part of the video. The company’s officials, however, chose not to comment at this point.
This trend is equally popular with marketers, irrespective of the segment in which their brand is present. Sony Ericsson has tied up with DD as its official mobile partner. The handset manufacturer will be launching special co-branded handsets for this reason. Even garment major Peter England is not far behind as it will be launching a new collection of formal and semi-formal clothes under the CSKP range (CSK-Peter England range). Wrigley, the chewing gum brand, has tied up with CSK and DD to develop co-branded chewing gums. Well, apart from performance, it is important to note here that the players in the team also matter for the brands associating with them. A classic example is Indian captain M. S. Dhoni, who’s helping CSK in getting lots of associations.
For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2009
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
For More IIPM Info, Visit below mentioned IIPM articles.
Detail of all IIPM branches
1500-plus IIPM students placed across the country with 44 bagging international offers
IIPM set to beat economic slowdown
IIPM Admission Detail
IIPM Programme :- SUPERIOR COURSE CONTENTS
IIPM INTERNATIONAL - NEW DELHI, GURGAON & NOIDA
IIPM - Admission Procedure
IIPM, GURGAON
IIPM : EXECUTIVE EDUCATION
And why not? From a health drink brand’s perspective it makes more sense to associate the brand with the winner of IPL’s inaugural season, rather than just spending money on big ticket celebs, pitching for sales. Through such a licensing agreement Boost’s branding becomes associated with a pack of fit men on a winning streak. And being the winner of the last season, RR surely has a competitive edge over other teams when it comes to attracting more companies to associate with it. RR is cashing in on this opportunity in a smart way. In fact, the team plans to come up with a music video featuring Shilpa Shetty and the brands in RR’s pavilion will be embedded as a part of the video. The company’s officials, however, chose not to comment at this point.
This trend is equally popular with marketers, irrespective of the segment in which their brand is present. Sony Ericsson has tied up with DD as its official mobile partner. The handset manufacturer will be launching special co-branded handsets for this reason. Even garment major Peter England is not far behind as it will be launching a new collection of formal and semi-formal clothes under the CSKP range (CSK-Peter England range). Wrigley, the chewing gum brand, has tied up with CSK and DD to develop co-branded chewing gums. Well, apart from performance, it is important to note here that the players in the team also matter for the brands associating with them. A classic example is Indian captain M. S. Dhoni, who’s helping CSK in getting lots of associations.
For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2009
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
For More IIPM Info, Visit below mentioned IIPM articles.
Detail of all IIPM branches
1500-plus IIPM students placed across the country with 44 bagging international offers
IIPM set to beat economic slowdown
IIPM Admission Detail
IIPM Programme :- SUPERIOR COURSE CONTENTS
IIPM INTERNATIONAL - NEW DELHI, GURGAON & NOIDA
IIPM - Admission Procedure
IIPM, GURGAON
IIPM : EXECUTIVE EDUCATION
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