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Sports Marketing, Smartphones and Social Media

CASE FLYER, MARKETING MANAGEMENT
ET Cases, 6 pages
AUTHOR(S) : Dr. Radhika Jonnalagedda and Dr. Nagendra V. Chowdary

Case Preview

Sports Marketing, Smartphones and Social Media

 

Expected Learning Outcomes

• Understand and discuss the marketing opportunities arising out of increased sports viewership in India
• Debate on how sports marketing companies can design and deliver effective and efficient marketing campaigns leveraging on the power of social media and smartphones
• Understand the convergence of smartphones, social media and sports marketing companies and what it means for the marketing efforts of scores of companies in India

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Sports Viewership and Sports Marketing in India

1. Sachin Tendulkar’s farewell match in November 2013 was a much hyped/talked event. In context to the event, what are your observations and the consequent analysis of the following:

  • a) What do you think would be the marketing opportunities for companies to capitalize on a published sporting event?
  • b) Categorizing the above marketing opportunities into print, Television; social media and online media. Which one do you think is cost-effective as well as offers enough scope to reach a larger audience?
  • c) What has been your personal experience of Indian companies’ marketing pitch during an event?
  • d) ..............

2. “There are numerous valid ways of defining sport consumers, most of which revolve around identifying different kinds of sport products or services”1. Inferring from the given statement categorize the different kinds of sports consumers.

3. ...........................

Smartphones, Social Media and Sports Marketing in India

1. Can you connect the dots with the following six different constituents (Exhibit III)?

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2. The base article states that, “The ubiquity of smartphones and tablets has created a ‘second screen’, which enables a sporting audience to consume content in parallel to live TV. However, while TV is still mostly a passive medium, two way interactions through simultaneous consumption and contribution are native to the internet. It’s common to have CricInfo open on our second screen while watching a match, or publicly gloat or vent on social media for days about a controversial goal after the football match might have finished” –

a) What do you mean by second screen? What does its growing importance mean for:

(a) Social Media (b) Digital/Social Media Marketing (c) Sports and Games’ Events, and (d) Sports Consumers?

b) Can the second screen ever replace the first screen i.e., the TV? What is the probability that the second screen can outpace the first screen, i.e., TV in terms of being the preferred marketing platform for Indian companies?

c) What kind of sports consumers do you think would be the relevant audience for Indian companies aspiring to use sports marketing as an important avenue for their marketing and branding communications?

3. ............................

 

Exhibits

Exhibit I: Indian and International Sports and Games

Exhibit II: Types of Sport and Market Potential

Exhibit III: Different Constituents of Sports Marketing (in India)

Teaching Note Preview

Sports Marketing, Smartphones and Social Media

 

Synopsis

This case flyer enables a discussion on how smartphones and the social media integrated with other standard marketing campaigns prove to be the perfect base for sports marketers in India. Sports’ Marketing in India is progressing through the new age technological platforms, the smartphones and the social media. The increasing viewership of sports in India is creating umpteen opportunities for sports marketing companies in India to spearhead their campaigns to tap the presence of technology savvy audience using the smartphones and social media, in unconventional ways.

The base article highlights how smartphones and social media have propelled growth in sports marketing in India, in recent times. This case flyer can be very effective in teaching – Digital Marketing Module/Social Media Marketing module as well as Sports Marketing Module in Marketing Courses as it offers interesting learning opportunities in the three inter-related propositions.

Expected Learning Outcomes

  • • Understand and discuss the marketing opportunities arising out of increased sports viewership in India
  • • Debate on how sports marketing companies can design and deliver effective and efficient marketing campaigns leveraging on the power of social media and smartphones
  • • Understand the convergence of smartphones, social media and sports marketing companies and what it means for the marketing efforts of scores of companies in India

 

Positioning and Setting

This case flyer can be ideally positioned for:

  • a) Social Media Marketing or Digital Marketing in General Marketing Course – For understanding how the convergence of smartphones and social media can be leveraged by sports marketing companies

 

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Suggested Orchestration

Before the Case Flyer Discussion in the Classroom

Students were suggested the following to engage themselves better in the discussion:

a) View on YouTube, the Last Test Match (retirement) of Sachin Tendulkar

During the Case Flyer Discussion in the Classroom

The discussion on the case flyer was conducted under two broad topics: .............

The classroom discussion followed the below given process:

I. Sports Viewership and Sports Marketing in India

The case flyer discussion initiated with a discussion exercise, i.e., relating Sachin Tendulkar’s final and farewell appearance at Mumbai’s Wankhede stadium and the way sports marketing was structured around that. The following questions were discussed to set the tone for the central issue of this case flyer:

a) How many companies were associated with this event (Sachin’s retirement) ?
b) How many companies do you think have spent substantial amounts in congratulating and wishing Sachin Tendulkar on his last test appearance?
c) Did you get alerts on your smartphone related to the event?
d) How was this event celebrated on social media, specifically, Facebook and Twitter?

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Exhibits

Exhibit (TN) - I: Global and Indian Viewership of Sports

Exhibit (TN)-II: Indian Viewership/Market Potential for Indian Companies

Exhibit (TN) -III: Sports Marketing Companies Reaching Sports Consumers

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Abstract


This case flyer enables a discussion on how the Sports Marketing in India is blossoming through smartphones and social media. While the Indian sports viewership has been increasing, the marketers are finding new ways to cash this avid interest in sports. Smartphones and social media along with ground level marketing campaigns are proving to be perfect platforms for sports marketers in India. The base article1 highlights how Smartphones and Social media have propelled growth in Sports Marketing in India, in recent times.
This case flyer can be very effective in teaching
Digital Marketing Module/Social Media Marketing module as well as Sports Marketing Module in Marketing Courses as it offers interesting learning opportunities in the three inter-related propositions.



Pedagogical Objectives

  • To understand and discuss the marketing opportunities arising out of increased sports viewership in India
  • To discuss and debate on how sports marketing companies can leverage on the power of social media and smartphones to design and deliver effective and efficient marketing campaigns
  • To understand what the convergence of smartphones, social media and sports marketing companies means for marketing efforts of scores of companies in India


1 Karthik Varma, 'The Future of Marketing is in Your Hands', The Economic Times, September 11th 2013



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