SR NO.

PARTICULARS

INTRODUCION TO FOOTBALL

HISTORY OF ENGLISH FOOTBALL

NATURE OF THE GAME

INTRODUCTION TO INDIAN FOOTBALL

HISTORY OF INDIAN FOOTBALL

MARKETING ASPECTS OF INDIAN FOOTBALL

PROMOTION

ADVERTISING

PROMOTION OF FOOTBALL THROUGH MEDIA

10

CONCLUSION

11

OVERVIEW

12

BIBLOGRAPHY

INTRODUCTION TO FOOTBALL
Ever wondered how football started? Who was the first person to score from the halfway
line??
The first to fluff a penalty?? We don't think we can answer those questions but we can
certainly tell youabout the history of the beautiful game.

Origins of Football
Other Earlier Forms of Football
History of English Football (8th - 18th century)
History of English Football (18th century - present day)

Origins of Football
The Origins of football can be found in every corner of the Globe. Civilizations
throughout history all played ball games and many of these can be considered
forerunners to the modern game, which was established in England in the late
nineteenth century.
Ball games were first played in Egypt as early as 1800 BCE. However there are claims
that suggest ball games were played even earlier in Ancient China, maybe as early as
2500 BCE. There is evidence to show that ball games in Egypt were linked to fertility
rites and religious ceremonies. These ball games involved large numbers of people and
records indicate that these games were sometimes used as an exercise to till the soil.
In addition to the Egyptians; the Greeks, Romans and Chinese (as well as others) all
played football games, which are considered to be the forerunners of modern football.
Advancing the ball with kicks, running with it, passing to other team mates, trying to
forward it to the opponents end of the field, shooting in between the goal posts and
scoring a point, this is football. The winning team is the one that has scored more
number

of

points

(goals)

when

specified

length

of

time

has

elapsed.

The origin of the game Football predates the recorded history. Documented evidence,
a manual of Chinese military during the Han Dynasty in about 2nd century BC,

describes an organized activity resembling football. It was known as Cuju (Tsu Chu),
which involved kicking a leather ball through a hole in a piece of silk cloth strung
between two 30 foot poles.
The game was re-invented, after over a thousand years by the English. But the name
Football was used by number of different related team sports, such as Rugby football,
American football, Australian rules football, Gelic football and Canadian football.
Association football goes by the name Soccer. However, many believe that Walter
Camp adapted rugby into the sport of football. He contributed many changes from
Rugby and Soccer to American football. Few of them are given below:
One side retained undisputed possession of the ball, until that side gives up the ball as
a result of its own violations.

The line of scrimmage.

11 on a team instead of 15.

Created the quarter-back and center positions.

Forward pass.

Standardized the scoring system, numerical scoring.

Created the safety, interference, penalties, and the neutral zone.

Tackling as low as the knee was permitted - 1888.

A touchdown increased in value to six points and field goals went down to three
points - 12

Today, the laws of football are determined by the International Football Association
Board (IFAB) that was formed in 1886. Federation Internationale de Football Association
(FIFA), the international organising body for football adhere to the rules laid down by the
IFAB and it organises the most prestigious international football competition, FIFA World
Cup, most widely-viewed sporting event in the world.
With sex scandals, drug abuse and team mates fighting in the middle of the pitch in
front of 50,000 fans, youll be excused if you think football is no longer the beautiful
game. But even with the actions of Newcastles Lee Bowyer and Kieron Dyer adding
another stain to footballs already tarnished reputation, football remains the nations
favourite game and past time. Fans pay anything from 30 upwards to watch 90
minutes of live football action and fork out another 50 for a replica shirt with their
favourite player on the back.
However, the true draw of football is the games accessibility. From Sunday morning pub
teams, to the average fan cheering on the 50,000 a week superstar every Saturday,
football really is a game for all. You dont have to know the ins and outs of the game to
watch, like some more complicated sports such as cricket with its deep fine leg
positions or horse racing with its complicated form guide and betting.
The beauty of a Steven Gerrard 30 yard strike hitting the back of the net for his country
can bring out such emotion in every type of football fan, from the casual fan that catches
a few matches a season, to the die hard supporter who lives for the game. Every four
years brings the World Cup and England becomes a wash with the red and white of St.
Georges flags as people who wouldnt consider themselves football fans get behind
their country.
World Cup fever tends to bring some unusual sights as people seem to bond for a
relatively short time over their love for the country but not over the game itself. Chelsea
fans who usually spend the most of the football season yelling abuse at the likes of arch
rival Manchester Uniteds Wayne Rooney break out with excitement when the exact
same player scores a goal for his country and all the dislike they hold for the player
when he wears his club colours are temporarily forgotten.

The best thing about football is you dont have to be the future Steven Gerrard or
Wayne Rooney to play or be involved in the game at the grass roots level. Parents who
cheer on their children from the sidelines to the ex-player who turns coach to teach local
sides all contribute to the building of the game and make it as much a social activity as
a sporting one.

History of English Football (8th - 18th century)

The game of football generally flourished in England from around the 8th Century
onwards. The game was incredibly popular with the working classes and there were
considerable regional variations of the game throughout the country. Games were
normally violent and disorganised affairs with any number of players - it was not
uncommon for 1000 people to play in a single game. By the 11th Century, games were
often played between rival villages and the 'pitch' could be an incredibly large area. The
'pitch' was not a defined size with a parameter, but included streets, fields, village
squares and anything else that got in the way!
The level of violence within the game was astonishing. Players were kicked and
punched regularly by opponents. In addition to any personal injury that occurred,
countless property items were destroyed in the course of a match. Fields were often
ruined, as were fences and hedges. Damage also occurred to people's houses and
businesses within the main streets of the village (or wherever the game travelled in its
course).
For people living within the cities, football was still an alien concept and considered to
be a 'rural custom'. However in the second half of the 12th Century football had
established itself in London. By 1175 an annual competition had been established in the
capital and every Shrove Tuesday the game created huge interest and gained further
popularity.
The future development of the urban game is not well known but some early records do
mention the violent nature of the game within cities - there is even a mention of a player
being stabbed to death by an opponent! Records also point to women being involved in
the game during the 12th Century.

Soccer" redirects here. For other uses, see Soccer (disambiguation). "Fuball"
also redirects here; for the table game see Table football.
A player (wearing the red kit) has penetrated the defence (in the white kit) and is taking
a shot at goal. The goalkeeper will attempt to stop the ball from crossing the goal line.
Association football, commonly known as football or soccer, is a team sport played
between two teams of eleven players, and it is the most popular sport in the world. It is
a ball game played on a rectangular grass or artificial turf field, with a goal at each of the
short ends. The object of the game is to score by manoeuvring the ball into the
opposing goal. In general play, the goalkeeper is the only player allowed to use their
hands or arms to propel the ball; the rest of the team usually use their feet to kick the
ball into position, occasionally using their torso or head to intercept a ball in mid air. The
team that scores the most goals by the end of the match wins. If the score is tied at the
end of the game, either a draw is declared or the game goes into extra time and/or a
penalty shootout, depending on the format of the competition.
The modern game was codified in England following the formation of The Football
Association, whose 1863 Laws of the Game created the foundations for the way the
sport is played today. Football is governed internationally by the Fdration
Internationale de Football Association (International Federation of Association Football),
commonly known by the acronym FIFA. The most prestigious international football
competition is the World Cup, held every four years. This event, the most widely viewed
in the world, boasts an audience twice that of the Summer Olympics.

History and development

Map showing the popularity of football around the world. Countries where football is the
most popular sport are coloured green, while countries where it is not are coloured red.
The various shades of green and red indicate the number of players per 1,000
inhabitants.
Games revolving around the kicking of a ball have been played in many countries
throughout history. According to FIFA, the "very earliest form of the game for which
there is scientific evidence was an exercise of precisely this skilful technique dating
back to the 2nd and 3rd centuries BC in China (the game of Cuju)." In addition, the
Roman game Harpastum may be a distant ancestor of football. Various forms of football
were played in medieval Europe, though rules varied greatly by both period and
location.
The modern rules of football are based on the mid-19th century efforts to standardise
the widely varying forms of football played at the public schools of England.
The Cambridge Rules, first drawn up at Cambridge University in 1848, were particularly
influential in the development of subsequent codes, including Association football. The
Cambridge Rules were written at Trinity College, Cambridge, at a meeting attended by
representatives from Eton, Harrow, Rugby, Winchester and Shrewsbury schools. They
were not universally adopted. During the 1850s, many clubs unconnected to schools or
universities were formed throughout the English-speaking world, to play various forms
of football. Some came up with their own distinct codes of rules, most notably the
Sheffield Football Club, formed by former public school pupils in 1857, which led to
formation of a Sheffield FA in 1867. In 1862, John Charles Thring of Uppingham School
also devised an influential set of rules.These ongoing efforts contributed to the
formation of The Football Association (The FA) in 1863, which first met on the morning
of 26 October 1863 at the Freemason's Tavern in Great Queen Street, London. The only
school to be represented on this occasion was Charterhouse. The Freemason's Tavern
was the setting for five more meetings between October and December, which
eventually produced the first comprehensive set of rules. At the final meeting, the first

FA treasurer, the representative from Blackheath, withdrew his club from the FA over the
removal of two draft rules at the previous meeting, the first which allowed for the running
with the ball in hand and the second, obstructing such a run by hacking (kicking an
opponent in the shins), tripping and holding. Other English rugby football clubs followed
this lead and did not join the FA, or subsequently left the FA and instead in 1871 formed
the Rugby Football Union.

The eleven remaining clubs, under the charge of Ebenezer Cobb Morley, went on to
ratify the original thirteen laws of the game. These rules included handling of the ball by
"marks" and the lack of a crossbar, rules which made it remarkably similar to Victorian
rules football being developed at that time in Australia. The Sheffield FA played by its
own rules until the 1870s with the FA absorbing some of its rules until there was little
difference between the games.
The laws of the game are currently determined by the International Football Association
Board (IFAB). The Board was formed in 1886 after a meeting in Manchester of The
Football Association, the Scottish Football Association, the Football Association of
Wales, and the Irish Football Association. The world's oldest football competition is the
FA Cup, which was founded by C. W. Alcock and has been contested by English teams
since 1872. The first official international football match took place in 1872 between
Scotland and England in Glasgow, again at the instigation of C. W. Alcock. England is
home to the world's first football league, which was founded in 1888 by Aston Villa
director William McGregor. The original format contained 12 clubs from the Midlands
and the North of England. The Fdration Internationale de Football Association (FIFA),
the international football body, was formed in Paris in 1904 and declared that they would
adhere to Laws of the Game of the Football Association. The growing popularity of the
international game led to the admittance of FIFA representatives to the International
Football Association Board in 1913. The board currently consists of four representatives
from FIFA and one representative from each of the four British associations.
Today, football is played at a professional level all over the world. Millions of people
regularly go to football stadiums to follow their favourite teams, while billions more
watch the game on television. A very large number of people also play football at an

amateur level. According to a survey conducted by FIFA published in 2001, over 240
million people from more than 200 countries regularly play football. Its simple rules and
minimal equipment requirements have no doubt aided its spread and growth in
popularity.
In many parts of the world football evokes great passions and plays an important role in
the life of individual fans, local communities, and even nations; it is therefore often
claimed to be the most popular sport in the world. ESPN has spread the claim that the
Cte d'Ivoire national football team helped secure a truce to the nation's civil war in
2005. By contrast, football is widely considered to be the final proximate cause in the
Football War in June 1969 between El Salvador and Honduras. The sport also
exacerbated tensions at the beginning of the Yugoslav wars of the 1990s, when a match
between Dinamo Zagreb and Red Star Belgrade devolved into rioting in March 1990.

Introduction - Key Football Organisations

Who Are They?
They are the international bodies who decide upon the gameplan,who takes care of the
teams involved, controversies are handled by them in short they decide the face of
international and national football.

International

F.I.F.A.
U.E.F.A
A.F.C.
C.O.N.C.A.C.A.F.
C.O.N.M.E.B.O.L.

O.F.C.
C.A.F.

National

English Football Association

The Football League
The Football Foundation
P.F.A.
The Premier League
F.I.T.C
Playing for Success

Anti-Racism Organisations

Football Unites, Racism Divides

Football Against Racism in Europe
Kick it Out
Show Racism the Red Card

Nature of the game

Football is played in accordance with a set of rules known as the Laws of the Game.
The game is played using a single round ball, known as the football. Two teams of
eleven players each compete to get the ball into the other team's goal (between the
posts and under the bar), thereby scoring a goal. The team that has scored more goals
at the end of the game is the winner; if both teams have scored an equal number of
goals then the game is a draw.
The primary rule is that players (other than goalkeepers) may not deliberately handle
the ball with their hands or arms during play (though they do use their hands during a
throw-in restart). Although players usually use their feet to move the ball around, they
may use any part of their bodies other than their hands or arms.
In typical game play, players attempt to create goalscoring opportunities through
individual control of the ball, such as by dribbling, passing the ball to a team-mate, and
by taking shots at the goal, which is guarded by the opposing goalkeeper. Opposing
players may try to regain control of the ball by intercepting a pass or through tackling
the opponent in possession of the ball; however, physical contact between opponents is
restricted. Football is generally a free-flowing game, with play stopping only when the
ball has left the field of play or when play is stopped by the referee. After a stoppage,
play recommences with a specified restart
At a professional level, most matches produce only a few goals. For example, the
200506 season of the English Premier League produced an average of 2.48 goals per
match. The Laws of the Game do not specify any player positions other than
goalkeeper, but a number of specialised roles have evolved. Broadly, these include
three main categories: strikers, or forwards, whose main task is to score goals;
defenders, who specialise in preventing their opponents from scoring; and midfielders,
who dispossess the opposition and keep possession of the ball in order to pass it to the
forwards. Players in these positions are referred to as outfield players, in order to
discern them from the single goalkeeper. These positions are further subdivided
according to the area of the field in which the player spends most time. For example,

there are central defenders, and left and right midfielders. The ten outfield players may
be arranged in any combination.

The number of players in each position determines the style of the team's play; more
forwards and fewer defenders creates a more aggressive and offensive-minded game,
while the reverse creates a slower, more defensive style of play. While players typically
spend most of the game in a specific position, there are few restrictions on player
movement, and players can switch positions at any time.
The layout of a team's players is known as a formation. Defining the team's formation
and tactics is usually the prerogative of the team

Laws of the game

There are seventeen laws in the official Laws of the Game. The same Laws are
designed to apply to all levels of football, although certain modifications for groups such
as juniors, seniors or women are permitted. The laws are often framed in broad terms,
which allow flexibility in their application depending on the nature of the game. In
addition to the seventeen laws, numerous IFAB decisions and other directives
contribute to the regulation of football. The Laws of the Game are published by FIFA,
but are maintained by the International Football Association Board, not FIFA itself.
The laws of the game are made by FIFA and IFA the international bodies. Its is basically
the method or the way a certain game is to be played.
The method of having rules is to maintain discipline in the field and to make it look
more beautiful.

The following are some of he rules build to create a whole game of

soccer:

Duration and tie-breaking methods

A standard adult football match consists of two periods of 45 minutes each, known as
halves. Each half runs continuously, meaning that the clock is not stopped when the ball
is out of play. There is usually a 15-minute "half-time" break between halves. The end of
the match is known as full-time.
The referee is the official timekeeper for the match, and may make an allowance for
time lost through substitutions, injured players requiring attention, or other stoppages.
This added time is commonly referred to as stoppage time or injury time, and is at the
sole discretion of the referee. The referee alone signals the end of the match. In
matches where a fourth official is appointed, toward the end of the half the referee
signals how many minutes of stoppage time he intends to add. The fourth official then
informs the players and spectators by holding up a board showing this number. The
signalled stoppage time may be further extended by the referee.
In league competitions games may end in a draw, but in some knockout competitions if
a game is tied at the end of regulation time it may go into extra time, which consists of
two further 15-minute periods. If the score is still tied after extra time, some competitions
allow the use of penalty shootouts (known officially in the Laws of the Game as "kicks
from the penalty mark") to determine which team will progress to the next stage of the
tournament. Goals scored during extra time periods count toward the final score of the
game, but kicks from the penalty mark are only used to decide the team that progresses
to the next part of the tournament (with goals scored in a penalty shootout not making
up part of the final score).
Competitions held over two legs (in which each team plays at home once) may use the
away goals rule to determine which team progresses in the event of equal aggregate
scores. If the result is still equal, kicks from the penalty mark are usually required,
though some competitions may require a tied game to be replayed.

In the late 1990s, the IFAB experimented with ways of creating a winner without
requiring a penalty shootout, which was often seen as an undesirable way to end a
match. These involved rules ending a game in extra time early, either when the first goal
in extra time was scored (golden goal), or if one team held a lead at the end of the first
period of extra time (silver goal). Golden goal was used at the World Cup in 1998 and
2002. The first World Cup game decided by a golden goal was France's victory over
Paraguay in 1998. Germany was the first nation to score a golden goal in a major
competition, beating Czech Republic in the final of Euro 1996. Silver goal was used in E
Ball in and out of play.

Ball in and out of play

Under the Laws, the two basic states of play during a game are ball in play and ball out
of play. From the beginning of each playing period with a kick-off (a set kick from the
centre-spot by one team) until the end of the playing period, the ball is in play at all
times, except when either the ball leaves the field of play, or play is stopped by the
referee. When the ball becomes out of play, play is restarted by one of eight restart
methods depending on how it went out of play:

Kick-off: following a goal by the opposing team, or to begin each period of play.

Throw-in: when the ball has wholly crossed the touchline; awarded to opposing
team to that which last touched the ball.

Goal kick: when the ball has wholly crossed the goal line without a goal having
been scored and having last been touched by an attacker; awarded to defending
team.

Corner kick: when the ball has wholly crossed the goal line without a goal having
been scored and having last been touched by a defender; awarded to attacking
team.

Indirect free kick: awarded to the opposing team following "non-penal" fouls,
certain technical infringements, or when play is stopped to caution or send-off an
opponent without a specific foul having occurred. A goal may not be scored
directly from an indirect free kick.

Direct free kick: awarded to fouled team following certain listed "penal" fouls.

Penalty kick: awarded to the fouled team following a foul usually punishable by a
direct free kick but that has occurred within their opponent's penalty area.

Dropped-ball: occurs when the referee has stopped play for any other reason, such as
a serious injury to a player, interference by an external party, or a ball becoming
defective. This restart is uncommon in adult games.uro 2004. Both these experiments
have been discontinued by IFABs manager.

Fouls and misconduct

A foul occurs when a player commits an offence listed in the Laws of the Game while
the ball is in play. The offences that constitute a foul are listed in Law 12. Handling the
ball deliberately, tripping an opponent, or pushing an opponent, are examples of "penal
fouls", punishable by a direct free kick or penalty kick depending on where the offence
occurred. Other fouls are punishable by an indirect free kick.
A player scores a penalty kick given after an offence is committed inside the penalty box
The referee may punish a player or substitute's misconduct by a caution (yellow card) or
sending-off (red card). A second yellow card at the same game leads to a red card, and
therefore to a sending-off. If a player has been sent-off, no substitute can be brought on
in their place. Misconduct may occur at any time, and while the offences that constitute
misconduct are listed, the definitions are broad. In particular, the offence of "unsporting
behaviour" may be used to deal with most events that violate the spirit of the game,
even if they are not listed as specific offences. A referee can show a yellow or red card

to a player, substitute or subsituted player. Non-players such as managers and support

staff cannot be shown the yellow or red card, but may be expelled from the technical
area if they fail to conduct themselves in a responsible manner.
Rather than stopping play, the referee may allow play to continue if doing so will benefit
the team against which an offence has been committed. This is known as "playing an
advantage". The referee may "call back" play and penalise the original offence if the
anticipated advantage does not ensue within a short period of time, typically taken to be
four to five seconds. Even if an offence is not penalised due to advantage being played,
the offender may still be sanctioned for misconduct at the next stoppage of play.
The most complex of the Laws is offside. The offside law limits the ability of attacking
players to remain forward (i.e. closer to the opponent's goal-line) of the ball, the secondto-last defending player (which can include the goalkeeper), and the half-way line.

Players, equipment and officials

Each team consists of a maximum of eleven players (excluding substitutes), one of
whom must be the goalkeeper. Competition rules may state a minimum number of
players required to constitute a team; this is usually seven. Goalkeepers are the only
players allowed to play the ball with their hands or arms, provided they do so within the
penalty area in front of their own goal. Though there are a variety of positions in which
the outfield (non-goalkeeper) players are strategically placed by a coach, these
positions are not defined or required by the Laws.
The basic equipment or kit players are required to wear includes a shirt, shorts, socks,
footwear and adequate shin guards. Players are forbidden to wear or use anything that
is dangerous to themselves or another player, such as jewellery or watches. The
goalkeeper must wear clothing that is easily distinguishable from that worn by the other
players and the match officials.
A number of players may be replaced by substitutes during the course of the game. The
maximum number of substitutions permitted in most competitive international and
domestic league games is three, though the permitted number may vary in other
competitions or in friendly matches. Common reasons for a substitution include injury,
tiredness, ineffectiveness, a tactical switch, or timewasting at the end of a finely poised

game. In standard adult matches, a player who has been substituted may not take
further part in a match.
A game is officiated by a referee, who has "full authority to enforce the Laws of
the Game in connection with the match to which he has been appointed" (Law 5),
and whose decisions are final. The referee is assisted by two assistant referees.
In many high-level games there is also a fourth official who assists the referee
and may replace another official should the need arise.

Pitch
Standard pitch measurements (See Imperial version)
As the Laws were formulated in England, and were initially administered solely by the four
British football associations within IFAB, the standard dimensions of a football pitch were
originally expressed in imperial units. The Laws now express dimensions with approximate
metric equivalents (followed by traditional units in brackets), though popular use tends to
continue to use traditional units in English-speaking countries with a relatively recent history of
metrification, such as Britain.
The length of the pitch for international adult matches is in the range 100110 metres (110120
yd) and the width is in the range 6475 metres (7080 yd). Fields for non-international matches
may be 100130 yards length and 50100 yards in width, provided that the pitch does not
become square. The longer boundary lines are touchlines or sidelines, while the shorter
boundaries (on which the goals are placed) are goal lines. A rectangular goal is positioned at the
middle of each goal line. The inner edges of the vertical goal posts must be 8 yards (7.3 m) apart,
and the lower edge of the horizontal crossbar supported by the goal posts must be 8 feet (2.44 m)
above the ground. Nets are usually placed behind the goal, but are not required by the Laws.
In front of each goal is an area known as the penalty area (colloquially "18-yard box" or simply
"the box" or "the area"). This area is marked by the goal-line, two lines starting on the goal-line
18 yards (16.5 m) from the goalposts and extending 18 yards (16.5 m) into the pitch
perpendicular to the goal-line, and a line joining them. This area has a number of functions, the
most prominent being to mark where the goalkeeper may handle the ball and where a penal foul
by a member of the defending team becomes punishable by a penalty kick. Other markings
define the position of the ball or players at kick-offs, goal kicks, penalty kicks and corner kicks

Introduction
To
Indian Football

The city of Mumbai can boast of another unique feather in its cap, a Community-based
football club.
In an exciting development that will have far-reaching consequences for the
development of grass root football in the city, and raising the standard of the game in
the country, the logo and name of Mumbai FC, a major football initiative by the Essel
Group, was launched by Managing Director Amit Goenka amidst much fanfare at the
Cricket Club of India on Thursday.
Launched with the credo that every Mumbaikar who feels he or she has the talent to
play football, in the age group of eight to 40 years, will get a chance to participate in the
development of football culture in Mumbai, Mumbai FC has already made some giant
strides in the right direction.
After roping in Henry Menezes as the General Manager, Mumbai FC pulled off a coup of
sorts by enlisting the services of David Booth as the Chief Coach to guide the teams
fortunes, the acid test of which will come in the Mumbai District Football Associations
leagues, where Mumbai FC has been granted entry into the Elite Division.
Henry Menezes brings with him a unique combination of player-manager, having played
for the country for eight years, winning the Shiv Chatrapati award in 1986, before
making the transition into a full-time football manager, and gaining the reputation of
being among the top managers in the country.
David Booth is an experienced international coach, having been the National coach of
Myanmar and Brunei. He also worked in the UK, Ghana, Vietnam, Thailand and
Maldives. He is also a qualified AFC instructor and has enjoyed prolonged stints with
leading clubs.
As a responsible corporate house, we always wondered about the depth to which the
standard of football has fallen during the past many years. We believe the standards of
any sporting event can improve only when the corporate houses take active interest in
developing the game at the grass root level.
We therefore propose to launch a community-based Football Club in Mumbai to give
every football loving citizen an opportunity to participate in the development of football

culture in the city, said Amit Goenka, Managing Director, Essel Group, which recently
launched the Indian Cricket League.

Menezes, General Manager of Mumbai FC said, India lacks community-based teams

that people can relate to. The launch of Mumbai FC will be a platform for the football
community in Mumbai, soon becoming a powerhouse for football in the country. This is
going to be a great challenge to the entire team behind Mumbai FC and we are
committed and confident of living up to the expectations.
Much thought has gone into the launch of Mumbai FC, with no expense and effort being
spared to meet every requirement of the AIFF and also keeping in mind the vision of
AIFF in line with FIFA towards promoting football in the country.
To gain entry into the second Division of the National Football League meant having in
its ranks a number of international, national and state level payers, which Mumbai FC
fulfilled. The AIFF also stipulated that the club should have under-19 and under-15
teams, access to a practice ground, gymnasium and a home stadium, and should adopt
one school.

Towards this end, Mumbai FC has tied up with the Thakur Group of Kandivli, which
gives it access to a full-fledged practice ground, gymnasium and a tie-up with three
schools and two colleges. The home stadium for Mumbai FC will be the Cooperage.
Besides the public face of Mumbai FC, which will revolve around the senior teams and
under-19 and under-15 teams, there will be regular community-based activities involving
groups right from the age of 8 to 45 plus, bringing fun and enjoyment into the game of
football. Connecting Mumbais football community to Mumbai FC will be an interactive
website mumbaifc.com. The website is already up for registrations and will be
developed accordingly.
The players are in place, the support staff and paraphernalia is ready. The playing field
is the city of Mumbai and the spectators its entire football community. The ball has been
rolled by Mumbai FC. Let the Game Begin!
Mumbai FC-Team 2007-08
Goalkeepers: Kalyan Chaubey, Dipankar Chaudhary, Amit Singha Roay
Defenders: Libu C Philip, John Benedick, Jatinder Singh, Balpreet Singh, Shameer A J,
Ganesh Rao, Lolendro Singh, Dane Pereira.
Midfielders: Noel Wilson, Khalid Jamil, Jagdish Pappaih, Bengkok Nameirakpam, Bira
Oraw, L Romenjit Singh, Darren Pereira, Ujjalkumar Ghosh, Asim K, Rahul Roy, Rajib
Shukla.
Strikers: Jerome Sebastine, Abhishek Yadav.
Coach: David Booth
General Manager: Henry Menezes.
At last the long cherished dream for formation of a football academy,the first of its kind
in india has come true. the academy has been set up at haldia (the port city of west
bengal) under the aegis of indian football association and county sports foundation of
haldia.bengal may claim to the pioneer in establishing such an academy through indian
football association trainee footballers got down to the ground with the scorching sun
above for practice personalities from different walks of life sitting on the dias
unequirocally assured their support to make the academy a grand success persons

present amongst others were two hon?ble ministers of West Bengal Mr. Probodh
Chandra Sinha, Mr. Bangshogopal Chaudhuri, chairman of county sports foundation
and m.p of haldia Mr. Laxman Sett,ex Indian national footballer Mr. Sahu Mewalal,Mr.
m.a sattar, mr.prasun banerjee, secretary of i.f.a and a.i.f.f vice ?president mr. subrata
dutta, ex- joint secretary of i.f.a mr. ranjit gupta etc. the guests were received offering
flower boquets from the organisers of the occasion.
Mr. Laxman Sett, one of the founder members of the academy firmly hoped that the
institution would go a long way and last long. he also ruefully said that despite india
inhabited by more than 90 crores is lagging far behind in the international football arena.
he also appealed to the hon?ble ministers present for extending their hands of
cooperation for the dasy going of the academy. they also appreciated both
organisations for shaping such an academy in bengal. Mr. Prasune Banerjee, arjuna
awardee indian ex- footballer hoped that this academy would cater skilled footballers to
the national and international arena.Mr. ranjit gupta, ex-joint secretary of i.f.a had his
fingers crossed and firmly believed that,the academy would prosper.
Mr. Subrata Dutta, secretary of i.f.a and vice-president of a.i.f.f and main founder of this
academy expressed with emotion that, he had in his mind a dream team comprising
exclusively eleven indian players that the academy would offer to defeat any team
where even players like barreto, baichung, mehtab, mahesh gauli etc would play. Mr.
Sjit Chakrabarty, chief coach of this academy selected 25 boys out of 900 applied for
undergoing training in the academy. the temporary hostle of the academy is situated at
durgachalk of haldia town and they will undergo training

in the durgachalk

stadium. for haldia csf mr. laxman sett, has confirmed that, he has arranged admission
of the trainees to different english and bengali medium schools at haldia town.the
swimming pool of haldia enginnering college will be used by the trainees. Summing up
all these factors it is hoped that the academy will certainly reach the destiny and keep
on supplying talents to the indian football. this residential coaching shall span over a
period of 3 years. at the end of the 3rd year the boys will start playing in the main
stream of club football of kolkata and india . the academy has boys in the age group of
13 - 9 years for training upto 16- 19 years. on the fourth and fifth year the boys will
particiate for academy in the ist division group"a" of calcutta football league.the

contigent of trainees is of 25 boys in the first year and another 25 boys under 9 years of
age would be inducted every third year.these players would surely become the celebrity
players of the future. talented competent players after completion of the training will be
sold to the clubs willing to induct them.

ACHIEVEMENTS OF IFA-CSF FOOTBALL ACADRMY

Year Venue

Tournament

Result

2005 Haldia,Midnapo Junior Gold Cup

re

Winner

2005 Bidhan
U - 19 Tournament
Nagar,Kolkata

Runners - Up

2005 AnandaPore, Sripati Pattanayaka Memorial Winner

Bhadrak,Orissa Challenge Gold Cup
Beat Mohunbagan -Sail Academy
by 2-1
2006 Mohammedan Friendly
Maidan

2 - 0 Scorer : Mithun Saha)

Beat IFA-RUSSI MODI
ACADEMY

2006 Haldia,Midnapo Cristiano Junior Memorial

re
Gold Cup

Winner
Beat Haldia Town Club by 4 - 1

2006 Betul, Madhya Pramod Chadokar & Prasant

Pradesh
Daga Memorial Gold Cup

Winner
Beat Titanium S. C of Kerala in
Tie Braker 4 - 2. Top Scorer:
Mithun Saha
M.O.M :Jewel Raja

IFA has started yet another Football Academy from 16.04.06 after a grand success of
IFA-CSF Football Academy at Haldia in the style of IFA-RUSSI MODY ACADEMY with
their chief coach Mr. Prasanta Banerjee(Ex-National Footballer)and the technical
advisor Ex-Olympian Mr. Nikhil Nandi and Goalkeeper Coach Mr. Nasir Ahmed.
In a function today at Howrah Union Ground .The Academy is officially opened by
Padmabhusan Russi Mody, The President of Howrah Union Club.The Other Eminent
personalities who were at the function are Padmasree Chuni Goswami, IFA Secretary
Mr. Subrata Dutta,Ex- Olympian Mr. S. Mewalal,Ex- Footballer Mr. Tarun Dey, Mr. Pradip
Chowdhury etc.

The Football Camp begins at Howrah Union Ground at Kolkata.Rusi Modi the main
architect of TATA FOOTBALL ACADEMY and a tireless personality in promotion of
Indian Football has extended his hands of co-operation to give it a positive shape.
The total number of students will be limited to 30.But presently 25 students have been
selected.There will be two phases - first one is 93 points and second one is 92 points.
Student footballers has spotted from IFA Nursery Football league.The Chief Coach Mr.
Prasanta Banerjee confirmed that the scientific training would be given to the students.
The trainining camp should continue for 3 years and after that they would participate in
competitive matches. Not only that they would have the scope to play in foreign
countries for exposure.The academy appears confident to become professional.
The training will be 4 days a week. Most of the trainee Footballers hail from different
parts of Westbengal and that is why all the students are Bengalis.
The Chief Coach informed that sports science would exclusively applied here in the
Academy. Sports psychologist,Nutritionist and Physiotherapist will be there.Physical
training will be given by the Chief Coach himself.
The entire matter will run under the supervision of Ex- Olympian Mr. Nikhil Nandi and
Prasanta Banerjee.A goalkeeper coach will be engaged very soon. The IFA-RUSSI
MODY FOOTBALL ACADEMY will add a new dimension to Bengal Football. In real
terms this will be an eyeopener to other Provinces of the Country for shaping such type
of Academy to feed talents to National and International Football.
Coach: Prasanta Banerjee

The Selected Students

Santanu Barman
Arindom Mitra
Bablu Bharati
Jitu Das
Robin Seal
Raju Chakrabarty
Vikram Singh
Sujoy Dey
Raju Dutta
Sumit Biswas
Pahoon Biswas
Bhola Dey
Pradip Patra
Mujaffar Ali
Souvik Das
Raju Debnath
Biswajit mondol
Debdeep mondol
Ramiz Raja khan
Tonmoy Dey
Talukdar
Abinash Ruidas
Andrew Verma
Bibhash sarkar.

HISTORY OF INDIAN FOOTBALL

Keith Cooper, Director of Communications, FIFA
Mr Keith Cooper, Communications Director of FIFA, opened the University College
Northampton (UCN) Football India Conference on 19 July 2000. Mr Cooper welcomed
the staging of the event and the attention that it focused on football in South Asia. He
stated that he felt that the sport in South Asia was a sleeping giant and that as other
examples such as China had shown, these sleeping giants could be made to awaken.
He pointed to FIFA's support for the development of football in India through its financial
support of the AIFF and through its coaching programmes in the sub-continent and
hoped that all could work together to aid the development of the game there.

The Past
Professor J.A. Mangan, Director of the International Research Centre for Sport,
Socialisation, Society, University of Strathclyde 'Soccer as Moral Training! Association
football's early moments on the Indian sub-continent'
Dr

Jim

Mills,

Lecturer

in

History,

University

College

Northampton

'Football in Goa: sport, politics and the Portuguese in India'

The first session chaired by Dr Paul Dimeo of UCN celebrated the rich footballing
heritage in India and the long history of the game there.
Professor Tony Mangan, Director of the International Research Centre for Sport,
Socialisation, Society at the University of Strathclyde in Scotland, gave an entertaining
paper which used the example of the Tyndale-Biscoe school in Kashmir as a case study
of the way in which the British introduced football to India. Using a multi-media display
which included photographs of the first school teams there from the first decades of the
twentieth centuries, he showed how British school masters used often eccentric
methods to introduce Indians to the sport but that football quickly caught on in Kashmir
and that even to this day the school re-enacts the first ever game held there.

Dr Jim Mills explored the origins of football in one of India's football powerhouses. The
sport in Goa flourished from the time that it was introduced through the Catholic schools
despite the fact that the Bishop of the East Indies tried to ban priests from being
involved in the game as he felt that football in cassocks was below the dignity of the
church.

Prof. J A MANGAN Director of International Research Centre For Sports

RUSSI MODI FOOTBALL ACADEMY KOLKATTA

It became a way for Goan communities in Mumbai and around the world to maintain
their Goan identity, it was developed by the Portuguese colonisers in the 1950s as they
tried to make their rule more popular, and the game got caught up in the politics of the
1960s and 1970s as Goans used football to assert and celebrate their unique identity
within the Indian Union. Dr Mills concluded that while the game might have been
imposed by the British elsewhere in India, in Goa football was embraced by Indians
from the very beginning.

The Present: identities and football culture

Chima Okerie, former player of East Bengal, Mohun Bagan and Mohammedan Sporting
'Chima

and

Calcutta

the

magic

years'

Novy Kapadia, Sports Writer, Telegraph and Sportsweek, Football Commentator for Star
and ESPN 'The highs and lows of Indian football'.
The second session. Chaired by the Head of Sport Studies at UCN, Dr John Hammond,
continued on the theme of the history and heritage of Indian football.
Mr Novy Kapadia, journalist and commentator for ESPN and Star TV, gave an outline of
the highs and lows of Indian football. He pointed out that after England and Scotland
India had the third oldest Cup competition in the Durand Cup. He told the story of the
1911 triumph of Mohun Bagan over the East Yorkshire regiment, detailed the great
Mohammedan
Sporting of the 1930s and the Hyderabad Police team that dominated the 1950s, and
noted that India had come fourth in the 1956 Olympics in a period when the Eastern
Bloc countries used to field full international teams in the competition. He also lamented
the missed opportunities of the Indian game such as the declined invitation to the World
Cup of 1950 and the inactivity of the AIFF in the development of the women's game.
Mr Chima Okerie, who played for the Calcutta big three Mohammedan Sporting, East
Bengal and Mohun Bagan as well as for Sunderland and Torquay United, gave a
player's view of Indian football. He recalled being spotted as a Nigerian student while
studying at university in India and went on to give an account of both the dark side and
the light side of Indian football. He remembered such great highlights as the thrill of the
Calcutta derbies and the their 135 000 crowds and the honour of winning the national

league as top goal scorer, but also revealed the sharp practices of clubs come contract
time when players could be kidnapped to stop them from signing for other clubs and the
frustration of trying to claim prize money from the Byzantine authorities.

The Present: development

Bill Adams, Director, Delhi Soccer Academy 'Education and soccer development in
India' Piara Powar, Co-ordinator of 'Kick It Out' Campaign 'Race, football and Asians in
Britain' Arunava Chaudhuri, Editor, The Indian Football Website, Organiser of the Indian
Football Supporters' Club 'Indianfootball.com and organising the supporters' club'
After a morning of celebrating and assessing the history of Indian football the afternoon
focused on issues of development in the sport.
The session, chaired by Dr Jim Mills of the Department of History at UCN, began with a
paper by Mr Bill Adams of the Delhi Super Soccer Academy. He pointed to the
shortcomings of the sports provision of the Indian educational sector and showed how
the schools football season was only six weeks long and how so few schools had
access to correctly trained football coaches. He did however point to his hope for the
future, as the Indian educational authorities have finally begun to rewrite their football
curriculum.
Mr Arunava Chaudhuri of the Indian Football Supporters' Club assessed the power of
the internet for the development of football in India. Using a demonstration from the
www.indianfootball.com website, he suggested that the world wide web could be a
powerful tool for bringing together South Asians with football experience and expertise
from around the world and also that it could be used for raising the profile of Indian
football and for giving the global community up to date access to the Indian game.
Mr Piara Powar, national co-ordinator of the 'Kick It Out' anti-racism in football in the UK
campaign, ended the session by looking at the future for South Asian footballers in the
UK football industry. While concerned about ongoing problems of stereotyping of
Indians and about anti-Asian racism in British sport, he was able to highlight a range of
initiatives being taken in the football industry and told the conference of a new
generation of Indian payers involved in youth football at some of the major English
clubs.

The Future
Mick King, Community Development Officer, West Ham United 'West Ham Utd Asians in
Football Project' Dr John Hammond, Head of Sport Studies, University College
Northampton 'The identification and development of football talent - a model for India'
The final session of the afternoon looked at working development models.
Mr Mick King, Community Development Officer at west Ham United, one of London's
premiership clubs, produced details of training programmes that he had developed at
West Ham on an initiative funded by the English sports authorities sportengland. In the
eighteen months that the programme has been running, boys and girls of the age of
eight upwards from the large South Asian communities of London's East End had been
encouraged to work at West Ham's training facilities in carefully designed coaching
regimes. Mr King's team, which included a number of both male and female South Asian
football coaches, had succeeded both in widening participation levels in the local
Bengali communities and in producing talented individuals, two of which were currently
in negotiation with London clubs over professional contracts.
Dr John Hammond, Head of Sport Studies at UCN, outlined the organisational model
that he had been involved in during his 25 years as a football development officer in
Australia. He suggested that the Indian situation now was in many ways similar to that
of Australia before the government reorganised the sport back in the 1970s. He showed
how football activities at all levels had to be integrated and co-ordinated in order to
guarantee that talented young players were identified and received appropriate
coaching. Well trained and accredited coaches needed to be in place at every level and
for every age group, and soccer academies for developing the most skilled of players
needed to be at the head of networks of schools and regional organisations which could
regularly supply them with new talent. Organisation and integration at youth level had
been the key to developing Australia's football talent and the system had been a
considerable success, producing over 60 players who had played in the European
leagues and recently sending the U16 team which made it to the final of last World
Youth Cup.
The session ended with a plenary period chaired by Dr Paul Dimeo.

The delegates agreed that greater cooperation and sharing of knowledge and resources
between those involved in football in South Asian and those with experience of football
among South Asians in the UK would bring significant change and a number of
networks were established.
Delegates agreed that they were grateful for the concern with Indian football expressed
by the FIFA representative and that renewed FIFA interest in the game in the subcontinent could bring change.
Delegates agreed that the AIFF had the potential to act as a catalyst for change in the
game in India although some disappointment was expressed with its record to date.
Similarly disappointment was expressed with the performance of Sapphire Enterprises,
the company engaged by the AIFF to bring the Indian and Bangladeshi teams to the
UK. A number of Asian community sports groups such as Blackburn United and the
Scottish Asian Sports Association, which had been eager to involve the Indian team with
their own activities to promote football to young South Asians in the UK, had had
requests for information and for representatives from the team ignored. Mr Chima
Okerie stated that the fact that Sapphire had mainly commercial objectives in running
the tour meant that development opportunities had been missed.
The delegates agreed that the conference had been important both in creating a forum
for UK South Asians and for Indians to create new partnerships for football and in
raising the profile of the game. As such it was agreed that a similar event ought to be
planned for next year at which progress would be charted and new projects planned.

Recommendations.
1. Networking and Partnerships. These are to be developed and encouraged at all
levels, both within South Asia and the UK and between South Asia and the UK.
2. Communication. University College Northampton and the www.indianfootball.com
website could be used as centres for the exchange of information to enable and to
strengthen the above networks.
3. Conference Papers. Selected conference papers will be prepared and published by
Frank Cass UK in 2001.

4. Small Projects. Sensible and achievable projects that will have immediate impacts
should be planned and executed immediately, such as the translation of training videos
into South Asian languages, the exchange of coaching materials etc.
5. AIFF and Sapphire. It was anticipated by delegates that the Indian Football
Supporters' Club could become a forum for greater inter-communication between the
AIFF, Sapphire and the range of interest groups present at the Football India
conference.
The History Of Indian Football With the birth of the I-League, India will be taking a
considerably significant step in the world of professional football. A new era, you might
say, with the foremost aim of improving the standard of play in India and to qualify for
the FIFA World cup 2014 or 2018.

While the present health of the sport is all too well known, we will be taking alook at the
history and the recent past of Indian football when we had heartening results. It all starts
with the Durand Cup - the third oldest football tournament in the world.
It started all the way back in 1888 by Sir Mortimer Durand in the hilly town of Shimla.
While other sports like cricket still remained a gentlemans game, football however
was readily accepted by many, especially in states such as Goa and Bengal, a craze
which continues to flourish even now and will certainly do so in the future.
The recently concluded 120th Durand Cup was won by Churchill Brothers with a 1-0
victory over Mahindra United. The start of Indian football was dominated by British
teams and army regiments for obvious reasons so it isnt surprising that the next most
significant landmark came after a considerable passage of time in 1911.
Mohun Bagan caused a stir by becoming the first Indian team to lift the IFA Shield, a
tournament previously won only by British teams based in India. It defeated the Eastern
Yorkshire Regiment 2-1 in the final of the tournament in a victory that is still regarded by
many as the greatest by an Indian team before Independence.
Gradually a number of clubs and tournaments proliferated all over the country leading to
the formation of the All India Football Federation in 1937. The AIFF got affiliated to the
world body FIFA in 1948 and was one of the founder members of the Asian Football
Confederation (AFC) in 1954.
The 1950s up to the early 60s is widely regarded as the golden era of football in India.
India made its Olympic debut in football at the 1948 London Games, but lost 2-1 to
France in the first match. In the 1956 Melbourne Olympics India became the first Asian
nation to reach the semifinals of an Olympic football event defeating Australia 4-2 in the
quarterfinal. The hallmark of the win was the hat trick by centre forward Neville D'Souza
who became the first Asian to achieve the feat in the Olympics.
India qualified for the 1950 FIFA World Cup in Brazil when all of their opponents
withdrew from qualification. However India refused to participate in the event as FIFA
required all the players to wear football boots whereas the Indian players were used to
playing barefoot. Little did they know how severe a missed opportunity it would be.

The Asian Games is where India had most of its major successes, winning the gold
medal in 1951 and 1962, while reaching the semi finals in the next two subsequent
tournaments. In 1964, India lost out to Israel in the final of the AFC Asian cup. It would
be one of their last major achievements for many years to come.

The

national

teams recent major victories

include the LG Cup won in Vietnam, under then-coach Stephen Constantine and the
Nehru Cup, this year under the leadership of current coach Bob Houghton, when they
defeated a much higher ranked Syria 1-0.
Qualifying for the World Cup however seems to be elusive after a 4-1 away loss and a
2-2 home draw against Lebanon meant that the World Cup target has moved back four
years to 2014.
For a nation as gigantic as ours, our achievements have been relatively modest . Only
the South Asian Federations Cup is a trophy that we have consistently won and it
includes minnows such as Maldives (population of around 40,000), Sri Lanka, Pakistan
and Bangladesh.
A big positive we can take is the appointment of Bob Houghton as national coach since
he is a coach with very good credentials. They include leading a Swedish top flight side
Malm FF to the European Cup finals in 1979 against all odds although they lost in a
narrow 1-0 match to Nottingham Forest.
Hes also managed clubs like Al Ittihad, Uzbekistan national team and most recently the
Chinese National team (1997-2000).

The year of 1996 was probably the biggest year for Indian domestic football. After a
delegation from FIFA visited India to study the then existing condition of the sport, a
national league (NFL) was formed in accordance to their recommendations.
Thus the NFL became the most high profile football league in India, slowly eating away
the importance of domestic leagues and bringing together the best of the countrys
talent in one playing field .Only the Kolkata League and the Goan league remain
popular.
Before the start of the NFL, Indian clubs used to participate in different tournaments of
short duration, not lasting more than a month. There were more than 10 tournaments in
which the major clubs used to take part in the years before the start of the NFL.
The game took up a more bureaucratic nature and none were happier than the players
whose salaries doubled and tripled! Big companies were interested in sponsoring
domestic football. But everything was not as rosy as it first seemed.
Most major clubs in the NFL were based in the states of Bengal and Goa, which are the
hubs that propagate football in India. Kerala and Maharashtra are next on the list of
importance and influence.
Youth development was never a priority for most major clubs that preferred bidding big
for an established Indian or foreign player rather than adding a few juniors in their
squads. With very few U-19 tournaments, clubs couldnt maintain a junior team
throughout the year.
Only last year they added a third division to the NFL, thus bringing more clubs to the
national venture. The I-League has been formed in order to better the existing standard
of the game and is considered a step up from the NFL. Being the first professional
league, it certainly seems to be a positive step taken by the much criticized AIFF.
The only concerns are the cup tournaments which have steadily dwindled in popularity
ever since the advent of a national football league.
The AIFF has certainly aimed to leave no stone unturned and launch the league with
much splendour. There have been talk of stars such as Shahrukh Khan or John
Abraham being present during the opening ceremony.

All this being said, the I-League seems much too similar to the existing NFL. The recent
sudden involvement of many foreign clubs in youth development programs seems to be
a welcome relief.
But is this professional league merely a cosmetic change? Well need to wait and
see

MEANING OF MARKET
The widened horizon of the market world over has given a different dimension to the
field of marketing. In view of the, revolution in the field of transport and communication,
international markets have come into existence and marketing has become a highly
specialized job. Before going into technicalities of marketing, let us try to understand the
concept of market. In an ordinary sense, a market refers to a particular place where
buyers and sellers meet in order to conduct buying and selling activities. In this sense,
market refers to a particular place or locality where business transactions are
conducted.

MEANING OF MARKETING
Marketing has been defined by the American Marketing Association as, the
performance of the business activities that direct the flow of goods and services from
producer to consumer or user.
Philip Kotler defines marketing as, a human activity directed at satisfying needs and
wants through exchange process.
From the above definitions it is clear that marketing is not only concerned with buying
and selling but also with all other activities resulting into flow of goods and services from
the centres of production to centres of consumption. In marketing, an attempt is also
made to find out the potential outlet and buyers. It is an attempt to create new demand
for the goods. Thus the term marketing has wider scope.
Philip Kotlers definition point out that marketing is a means for the satisfaction of
human wants. The purpose of marketing is to supply goods according to the

requirements of the consumers. Marketing aims at maximizing profits to the sellers and
maximizing satisfaction to the consumers.
The modern concept of marketing is quite different from the traditional one. Traditionally,
marketing consists of those activities, which were responsible for the movement of
goods form producer to consumers. The aim of marketing was to create place, time and
possession utilities to goods. The modern marketing concept is not concerned with the
physical process of distribution. In the modern sense, marketing function is concerned
with the creation of a consumer. Thus marketing is the base of all business activities.
Modern marketing is concerned with
1)

To identify the needs of consumers.

2) To organize the business in such a manner as to meet these needs effectively
with benefits of consumers and producers.
To conclude, modern marketing is essentially consumer oriented or service oriented
and not merely profit oriented.
Features of marketing
1. Change in ownership and possession: Marketing includes all activities
concerned with affecting change in ownership and possession of goods and
services.
2. Creation of utilities: Marketing creates time, place and possession utilities.
3. Satisfaction of human wants: Marketing is a process through which human
wants are satisfied through the exchange of goods and services.
4. Connecting center of production and consumption: Marketing is the sum total
of activities that take place in getting goods and services into the hands of ultimate
consumer.
5.

Consumer satisfaction: Satisfaction and welfare of consumer.

6. Profit orientation: Marketing should also give reasonable profit to the seller.
Marketing is not a social service but an economy activity for the satisfaction to
consumers and reasonable return to seller.

7. Sales promotion: Marketing aims at determining the needs of consumers. It also

includes the use of sales promotion measures in order to encourage consumer to
buy more. It is basically sales promotion tool in the armory of a businessman.
8. Marketing mix: Marketing is the sum total of four Ps such as Product, Price,
Promotion, and Place. Thus, marketing involves producing the right product
changing the right price, placing the product in the right way, targeting the right
market place. Marketing is essentially consumer-oriented in character. It is for
promoting sales.

Importance of Marketing
1. Marketing helps in effecting supply at the right place and right time.
2. Marketing stabilizes the price.
3. It informs consumer about the arrival of new product and their uses.
4. It improves the standard of living of consumers.
5. Marketing establishes a channel of communication between producer and
consumer, thus speeds up the exchange of goods and services.
6. Marketing facilitates the free flow of goods and services and prevents
accumulation of unsold stock.
7. Marketing helps in increasing the volumes of production and hence the
manufacturers can enjoy the advantages of large-scale economics.
8. Marketing provides employment opportunities, thus enhances the general
welfare of the society.
9. Marketing enables the producers to concentrate on production of goods leaving
the distribution to the distributive class. Due to this sort of specialization,
producer can concentrate on production and also improve the quality of
production.
Relationship between fear levels and massage acceptance
Facilitating effects

Acceptance of message
Recommendation

High

Level of fear

Resultant
nonmonotonic
Inhabiting effects

curve

Before deciding to use a fear appeal based massage strategy, the advertiser
should consider how fear operates, what level to use and how different target
audiences may respond. One theory suggests that the relationship between the
level of fear in the massage and acceptance of persuasion is curvilinear, as shown
in the diagram. This means that massage acceptance increases as the amount of
fear used rise to a point. Beyond that point acceptance decreases as the level of
fear rises.
This relationship between fear and persuasion can be explained by the fact that
fears appeals have both facilitating and inhabiting effects. A low level fear can have
facilitating effects; it attracts attention and interests in the massage and may
motivate the receiver to act to resolve the threat. Thus increasing a level of fear in
a massage from low to moderate can result in increased persuasion. High levels of
fear however, can produce inhabiting effects; the receiver may economically block
the massage by turning it out, perceiving it selectively or denying its arguments
outright. The above diagram illustrates how these two countereffects operate to
produce the curvilinear relationship between fear and persuasion.
1.

Profit/ gain: Every person purchases a product because he gains out of

it. He weighs the merit of the product against its price to decide whether to buy it
or not. If the advertiser has proper product knowledge and knowledge of selling
points he can easily prove to the prospect that his product is more beneficial than
the product of competitors. Moreover by offering some discount and concessions
or by explaining about gift schemes he can easily induce the prospects to
purchase the product.

2.

Vanity: It is excessive pride. People possessing this buying motive have

a superiority complex. Therefore through advertising companies can increase

their sales by explaining this motive properly e.g. a customer can be easily
persuaded to purchase a particular product by watching ads that explains to him
that he can improve his social status by purchasing such a useful item. Then he
may be convinced to purchase it even if he does not really require it.
3.

Fashion: Fashion is based on crowd psychology. Fashion can be

described as the desire to imitate what others are doing. It is closely linked up
with pride or desire for importance. A young man purchases the latest style of
sports clothes or the businessman installs a well-known cooling system in his
office, each one is motivated by the desire to show superiority and be in fashion.

4.

Sex or Romances: Sex is very important in case of sale of articles such

as fancy clothes, cosmetics, etc. This is mainly because of attraction of opposite
sex.

5.

Love and Affection: This is an unselfish motive. Many men can be

motivated into immediate action by an appeal to their sense of duty or love for
their family or their desire to be of service to humanity, e.g. a father purchases
toys for his daughter of out love.

6.

Physical Well-being or Health: Everyone likes to be fit and healthy.

Products like tonics, vitamin pills etc. can be sold by an advertisement by
exploiting this buying motive. The reason for success of health centers today is
due to possession of these buying motives among prospects.

7.

Comfort and Convenience: Many products are purchased because

people want to feel comfortable. Therefore advertiser should properly understand
this motive and exploit it to increase sales e.g. he can easily convince a working
lady to purchase a refrigerator by explaining that she can cook in the morning
and store it in a fridge when she is away for work. She can just warm up the food
after she comes back from work. This will make her job very easy. Consumer
goods like Pillsbury Atta, Knor soups, Maggy can be easily sold by exploiting this
buying motive.

8.

Curiosity: Psychologists describe Curiosity as a desire for new

experience or to know the latest things in the market. Products like books,

papers, magazines are sold on a large scale due to this buying motive. Moreover
travel agencies make profits due to curiosity of people to know about new places.
9.

Habit: People buy certain products out of certain habits e.g. liquor,
cigarettes, etc. Habits can also be created by salesmanship and advertising e.g.
sales of pan masalas has increased due to heavy amounts of advertising.

10.

Jealousy: Jealousy is a desire to secure an edge over others. A

person may purchase a colour TV set just to show off to neighbors even if he
does not really need the product or a woman may purchase a diamond set so
that she can show off to her friends in parties even if she cannot afford to
purchase it.

11.

Patronage: It can be brand loyalty. Many people have faith in certain

brands therefore they purchase the products of only that brand. Therefore an
advertiser should focus on to maintain brand loyalty.

12.

Hobbies: People cultivate hobbies to spend their leisure time e.g.,

collection of coins, stamps, photography, playing games, etc. An advertiser can
increase his sales by understanding this buying motive of his prospects.

PIFA Football Team Gets Promotion from Senior to SUPER in Just One Season
Premier India Football Academy set up a Senior division MDFA football team in the
Mumbai Football League this year, called the PIFA-Colaba Youngstar F.C. The team
made up of local boys living around Colaba area of Mumbai and hence the team name
PIFA- Colaba Youngstar FC. It was managed by Mr Nirvan Shah & Mr Sudhakar Rane.
And funded by PIFAThe team was coached by Mr Nirvan Shah, Director of PIFA also an
FA trained coach. This was his 3rd successful stint as manager having won the Bombay
Gymkhana Cup 9 a side tournament for KICKBUTT F.C. a few months ago. And for
Team-PIFA, the earlier year.
When asked what was the secret to the teams success, Mr Nirvan said It was hard
work, the initial focus was to build the fitness of these talented young lads as well as
correcting their techniques. After we entered the play off stage, we worked on attacking
& defensive tactics, making the players understand what the benefits were in making
space, taking on the defenders 1v1 and winning fouls thereby using set plays to score
goals
Father Lawrence, PIFA assistant coach adds PIFA has developed a unique training
method & simple tactics, whereby the players enjoy doing their fitness routine in a
competitive but in a fun environment, learning different skills along the way. Nirvan has
brought in these methods into the academy and has adapted the same in the team
training quite successfully.
PIFA-CYFC co-manager, Mr Sudhakar Rane was extremely pleased to see the team
being promoted in the first season, he had this to say until the playoffs, we were
defensively strong but struggled to score goals. Once we entered the play offs, the team
began playing to a strategy, we were able to win fouls and score goals from the set
pieces. PIFA has truly turned the team around with their training methods.
Mr Nelson, the fitness coach adds the routines were done as per PIFA guidelines and
the boys improved their stamina and speed within 3 months. The team has already got
a promotion having been unbeaten in the playoffs with still one game to spare.Another
highlight of the team is that they played the youngest football player in the history of
MFL. Kean Lewis aged 14 played the strikers role for the team. He was sent to play for

Maharasthra, under 15 team in MP, midway through the league. Where he was
adjudged the best player of the team having scored most of the goals for the team.
This year PIFA has trained 3 school teams, with great success. Bombay International
School 3rd division MSSA under 12 team won the title. This was the 1st ever football
trophy won by the school. Campion School 1st division MSSA under 12 team took 3rd
place. Sharad Pawar International School in Pune won the 5 a side tournament
organised by Mercedes Benz International School. So whats next for PIFA. Getting into
Elite Division in the next 2 years, it will require a lot of hard work from the boys, also we
are now looking for sponsors for the team & the academy adds Mr Nirvan. It truly wont
be long to see an improvement in Indian Football. Good enough to see India at the
2022 World Cup !
United take first steps to wake sleeping giant
The subcontinent is football's final frontier and McClair is heading a scheme to bring
talent to the Premier League.

India is football's final frontier, a vast, untapped market of potential talent which one day
could play as big a role on the world sporting stage as the subcontinent does in cricket.
At least, that is the belief of many in the game, not least Fifa's president, Sepp Blatter,
who describes India as "the sleeping giant of world football". But before the Premier
League start licking their lips at the prospect of a future Indian takeaway, football there
has to take off. The past couple of weeks have witnessed the first stirrings of that giant
awakening from its slumber. Predictably, it has been Manchester United who have been
doing the initial prodding.
The former United and Scotland striker Brian McClair, now director of the club's youth
academy, has led a pilot scheme in Goa in which 5,500 aspiring young footballers have
had their skills assessed by himself and a posse of coaches 16 are being selected to
attend a residential training school at the club next summer, and it is possible some may
get to the United academy.

The success of this initiative, which has been backed by the All India Football
Federation, could lead to similar schemes throughout the country, and the
establishment of a permanent India-based United football school to add to those already
in countries such as South Africa, Canada and Hong Kong.
McClair, 43, says he is excitedby the potential he has seen. "In India there has been
massive investment in sports like cricketand hockey for years. Sport is a way of life in
India, and now there are signs that football can also be a big part of it too. It will grow, I
am hopeful eventually we could have Indian players in the Premiership, although this
could take five to 10 years."
Dale Hobson, Manchester United Soccer Schools' inter-national development director,
adds: "If you had just one Indianin the Premier League, football would go into the
stratosphere there. The scope of Indian football could be colossal."
Twenty years ago, who would have thought that Australia, the United States, Japan and
South Korea would have players starring in the Premier League? India, with half of its
1.1 billion population aged under 20, remains the largest untapped market.
"The potential is enormous," says McClair. "What surprised me was the huge interest in
football in India. This is mainly because of the televising of Premiership matches."
Two thirds of overseas TV sales of the Premier League are in Asia, but until recently
India has lagged behind the rest of the continent in embracing football. Yet McClair says
the growing popularity of the sport is evident in Goa, where the strong Portuguese
influence makes it more likely you will see kids wearing a Ronaldo shirt than a Rooney
one. "You see the majority of youngsters and a lot of adults too walking around in
football shirts. Not just Manchester United but other top clubs and other countries,
notably Portugal, but the Premiership is by far the most popular."
The youngsters who took part in the project were aged between 10 and 16. "Obviously
the skills we evaluate are quite basic, but football is played in schools, and I visited a
couple where there was quite skilful manipulation of the ball. They seem to have a
natural balance and flair.

"Historically, youngsters in India, and to some extent those from the Asian communities
in Britain, have focused on other sports. But over the next decade this is likely to
change."
Sir Alex Ferguson agrees. "This club has a tradition of nurturing young talent, and if we
can play a part in accelerating the development of young footballers in India I'll be
delighted."
Being a true football and hockey fan, this question often engages me the most. Why a
nation which is by the far the best in Cricket (a team game) fails to match with the same
effort in other team games like Football and Hockey. True !! Physically we are not as
superior as the Europeans, but countries like china, south korea and japan have
showed that Asians too are good in football.Then, An Ayn Rand Quote comes to mind:
"Contradictions do not exist. Whenever you think you are facing a contradiction, check
your premises. You will find that one of them is wrong" I questioned myself whether
cricket is really a team game as football or Hockey !! Then i realized that individual has
more scope to perform here than the team and often teams are known by the
individuals who represent them. The living testimony of this fact is people naming teams
like Gavaskar XI or Border XI.. Offlate ! People after looking at Australians have realized
that

cricket

has

to

be

won

by

team

and

not

by

an

individual.

Now coming back to football and hockey. We, Indians, have rarely put up superlative
efforts when it came to perform as a team. We look more for individual than collective
glory. Psychologically, if you see, any aspirant in these two games always aspires to be
a striker first. Being a defender or mid-fielder is just a chance. This is because we
perceive as the one who finishes is the one who is the best (Primarily this was the
reason why Hrishikesh Kanitkar was retained in the team for two years after hitting a
boundary off the penultimate ball to finish the match). Hence we see Dhanraj and
Baichung getting fame whereas one does not remember a certain Tirkey !! Reflect on
this: Wayne Rooney, a striker of Manchester United(my fav team) passed the ball at the
right moment to Park Si Jung(his team-mate) to score the goal. He could have scored it
himself but had a 50-50 chance, but gave it to Park Si Jung who finished cleanly to give
United a 2-0 lead. Jung after scoring, congratulated Rooney for the pass without any

delay. Professional !! Which is why good players like Terry, Ferdinand, Lampard,
Gerrard, Neville are all recognized there !! Locally, While i was playing football along
with IIT boys in campus, I found that people tended to shoot even when they had 1%
chance on scoring goal and for every goal scored people congratulated the striker (who
obviously went into wild celebration) without bothering about the people who set his
goal up for him ....

ADVERTISING:
Meaning of Advertising and Publicity:
The powerful weapon in the armoury of business community today is advertising and
publicity. It is a part and parcel of every business today and as no business can survive
and grow without advertising and publicity. As a matter of fact today advertising and
publicity is required in every walk of life. Salesmanship alone will bring limited success
in selling unless it is supported by advertising and publicity. Both these activities are
supplementary. Advertising is impersonal salesmanship. The approach of
salesmanship is personal and direct. On the contrary, the approach of advertising is
indirect and it appeals to masses. Advertising creates proper background for
salesmanship. It brings customers to shops by creating a desire to purchase.
Advertising is called as salesmanship in print.
In the modern marketing process there is a tendency to use both advertising and
publicity interchangeably. Both these terms are treated as terms with the same meaning
and one is used for another.
The American Marketing Association defines the term advertising as any paid form
of non personal presentation and promotion of goods, services or ideas by an identified
sponsor.
In simple words, publicity means spreading of information relating to a particular article.
The main object of publicity is to influence the public opinion or to bring something to
the notice of the public at large. The term publicity is wider than the term advertising.
Advertisement is regarded as a part of publicity. It is also a means of information to the
public and aims at publicizing the product. However, it is presented in the form of a
specific appeal and is usually presented in an attractive and decorative fashion. It is not
only a source of public information but also a tool of sales promotion. Advertisement is a
specialized technique of popularizing the product or service. That is why it is described
as salesmanship in print or in writing. However, both salesmanship and publicity
perform the same function. They make non-personal presentation of goods and
services. Thus, in practice these words are often used as synonymous. It must,
however be noted that all advertising is publicity but all publicity is not advertising.

Advertising is useful for giving publicity to products, firms and manufacturers. Modern
advertising is based on human psychology.
Importance of Advertising:
Advertising plays an important role in modern competitive consumer oriented marketing.
It is a must for facing market competition and for effective marketing of goods.
Advertising is rightly called grand panacea of modern age. It is the backbone of modern
business, which clusters around it. The following factors suggest the importance of
advertising.
It creates new market:
Advertising informs to the people about new goods or new models. It educates people
in the utility of the products. Whenever any new product is found out, it is widely
advertised pointing out the benefits and the utility of the same. Naturally, people who
are not aware of the product come to know about it and start buying it. Thus advertising
multiplies wants and opens up new markets. Advertising actually creates demand for
products much before they are placed in the market. Modern advertising starts before
bringing the product in the market. This creates new demand and new markets for the
products.
It encourages production:
Advertising not only creates demand for the new products but also creates constant
demand for the product and maintains the market. Thus, the market for the product is
widened due to advertising and publicity. This stimulated production and manufacturers
are encouraged to improve the quality of the products. Advertising enables the
manufacturer to introduce new products to the consumers. It encourages to consumers
to purchase newly manufactured products.
It reduces price of goods:
Advertising widens market for goods, which induce producers, undertake large-scale
production. Large-scale production is always cheaper as the producer enjoys
economies of scale. Thus the cost of production per unit is reduced which again leads
to lowering of the prices of goods. Unfortunately this benefit is generally not given to

consumers. On the other hand, the expenditure on the advertising is also collected from
the consumers.
It reduces cost of distribution:
Advertising reduces the cost of distribution as it does away with the services of a large
number of salesmen employed for popularizing the product. Advertising makes possible
mass communication. This reduces the need of maintaining large number of salesmen
for sales promotion.
It facilitates better selection of articles:
Through advertisement, the consumer comes to know varieties in a particular line and
the specialities of each variety. It enlightens consumers about the utility of the product
and its uses. The consumer can compare the utility of various articles. Thus advertising
educates consumers and facilitates better selection of articles. Advertising is useful for
removing doubts, false notions or impressions and prejudices of customers.
It provides employment to number of people:
Advertising agencies and publicity organizations provide employment to number of
people. Advertisement is a specialized job and requires services of artists, painters,
cameramen, designers, writers, pressman, commercial artists and so on.

The

newspapers also count their living on the advertisements. Thus directly or indirectly
advertising provides employment to millions of people.
It improves quality of products:
Advertisement places before producers facts about the availability of different
substitutes. This provides an opportunity to producers to compare the merits and
demerits of different substitutes. The manufacturers can buy better substitutes and
improve the quality of their products. Thus, advertising contributes to improvement in
the quality of product.

It promotes goodwill for the organization:

Advertisement helps the organization to build up goodwill for itself. Advertisement
not only speaks about the product but also about the company i.e., it mentions that

these goods are produced by such and such company. Thus, advertisement crates
customers and promotes goodwill for the organization.
It brings success in competition:
Competition is one feature of present marketing system. The competition is more
intense in the field of marketing of consumer goods. However, advertisement
overcomes the present and potential competition by skillfully underlining the
comparative superiority of the article under consideration.
It is a medium of mass communication:
Advertising is regarded as a very powerful medium of mass communication.
Advertisement makes possible publicity on a wide font. For example, an advertisement
given in the Times of India appeals to lakhs of readers. Thus, advertisements appeals
to large number of people at one time and makes them curious about the advertised
products. Hence, it is rightly regarded as a powerful means of mass communication.
It has an educative value:
An advertisement possesses educative value. It educates the public in the correct use
of the product they buy. The companies always advertise the right method of using the
product. We often come across advertisements regarding the methods of using a
medicine, the methods of preparing delicious and tasty dishes and so on. The
advertisement regarding blades tells us that it should not be wiped out while the
advertisement of protinex informs us that it should not be added in the boiled milk. The
pictures, figures, tables, poems used in the advertisement also posses educative
element and provide information to the people.

It promotes standard of living:

Advertisement raises the standard of living. It brings to the notice of the public new
products and new models. If the information given in the advertisement is correct, our
wants are more effectively satisfied. Advertisement informs about better methods of
living and maximizes our satisfaction by making us know a number of new products,
which are being placed in the market.

It performs economic functions:

Advertising performs economic function as well. It influences production, distribution,
price, consumption and employment. Advertisement creates new demand for products.
The increased demand naturally results into increased production of goods. It compels
manufacturers to establish new plants and introduce technological improvements. The
advertisement also brings various products to the notice of the middleman and other
dealers, which accelerates the process of distribution. Similarly by reducing prices and
improving quality of the product it facilitates increased consumption. Further, by
maintaining demand for the product, it brings price stability.

Zee Entertainment
Zee Entertainment has come out with its Q3FY07 results. The company's net profit in
the third quarter was at Rs 95.8 crore (Rs 958 million) versus Rs 34.4 crore (Rs 344
million).
Its Q3 revenues ( consolidated) was up 53% at Rs 417.7 crore (Rs 4.17 billion).
Zee Entertainment numbers are not comparable with its previous quarters due to recent
restructuring.
Q3FY07(YoY)

Expenditure up 25% to Rs 282 crore

OPM at 32.5% versus 17%

Ad revenues grew by 59% to Rs 210.5 crore

Subscription revenues were up 55% at Rs 195.6 crore on account of the recent

DTH initiatives of the company

Revenues from existing businesses such as Zee Tv & Zee Cinema revenue
growth was 65%

Losses frm new businesses such as Zee Sports went down 61% from Rs 59
crore to Rs 23 crore

Co's provison for tax was Rs 41 crore for the quarter

Channel Performance

Viewership share of Zee TV has gone from 28% in 2Q FY2007 to 29% during 3Q
FY2007

Average gross ratings points (GRPs) of Zee TV grew to 250 levels, with gains
coming mainly from prime time

The growth has been led by success of Sa Re Ga Ma Pa, Saat Phere and
Kasamh Se, while new launches Dulhan and Betiyan have helped bolster the
prime time shares

Zee TV now has 5 programmes in top 20 and 11 programmes in top 50

Sports business revenue during the third quarter was Rs 61cr

Consolidated EBITDA including TAJ TV's 50% was Rs 13 cr

Zee Sports continues to grow on the Indian football opportunities

Zee Sports also bagged a 3 year deal for the UEFA Cup, which is one of the
most popular club football tournaments in Europe.

Result (Rs cr)

Dec-06 Sep-06 Jun-06 Mar-06 Dec-05

Net Sales

233.48 287.42 230.14 249.71 231.38

Other Income

12.93

Total Income

246.41 303.25 243.99 266.13 240.16

Expenditure

-122.19 -279.51 -205.95 -280.17 -188.86

15.83

13.85

16.42

8.78

Operating Profit 124.22 23.74

38.04

Interest

-4.86

-10.39 -5.48

Gross Profit

119.36 19.02

27.65

-19.52 48.21

Depreciation

-2.19

-3.35

-3.38

-3.42

Profit before Tax 117.17 15.67

24.27

-22.94 44.62

Tax

-37.80 -4.68

-8.67

9.69

Profit after Tax

79.37

15.60

-13.25 29.80

-4.72

10.99

-14.04 51.30
-3.09

-3.59

-14.82

Extraordinary

1.90

Net Profit

79.37

10.99

15.60

-13.25 31.70

Equity Capital

43.34

42.56

41.45

41.26

Items

41.25

MEDIA OF ADVERTISING:
We come across a number of ways and means of attracting public attention to the
product. The forms of attracting public attention to products are called media of
advertising. Media is nothing but the means employed in order to bring advertisement to
the public notice. It is the channel through which an advertising message is conveyed to
the people at large. There are different media for advertising and any suitable media
should be selected. The media to be selected generally depends upon the type of
product, the type of buyers to be approached, cost of advertising, users of the products,
selling policies of the organization and sales territories.
The following are the important media of advertising: 1. Press advertising
2. Outdoor advertising
3. Radio advertising
4. Television advertising
5. Film advertising
6. Direct mail advertising
7. Internet advertising
1. Press advertising:
Press advertising is the most popular medium of advertising in the modern competitive
marketing. Press advertising means publicity given through newspapers, magazines,
journals and other periodicals. It is no exaggeration to say that in the absence of press,
the art of advertising would not have acquired its present strength and dimensions. It
has been estimated that in India more than 5000 newspapers printed in all the major

languages spoken throughout the length and breadth of the country. There are national
newspapers, regional newspapers and local papers processing respective value for
various advertising appeals. Similarly we come across different weeklies, bi-weeklies,
monthlies, quarterlies and annuals. There is also a great deal of specialization among
various journals and weeklies e.g., technical journals, journals meant mainly for children
and females. Wide varieties of newspapers, journals, magazines are available for
advertising and the advertiser can select a suitable newspaper or journal to attract the
attention of the public.
In the newspapers advertisements of different sizes can be given. Repetition of the
same advertisement is also possible. Some newspapers also publish colour
advertisements. Pictures, slogans, charts, etc. can be added in the newspaper
advertising. Many newspapers bring out special multi-colored supplements. Wide
publicity can be given to the products through such newspaper advertising. This media
of advertising has some merits and demerits. They are as stated below:

Advantages / Merits of Press advertising:

I. It facilitates mass appeals. The number of people that can be appealed through
press advertising is very large. Large numbers of national and local newspapers are
regularly published in India. Naturally publicity in different languages and in all parts
of the country is possible through press advertising.
II. Since, its coverage can be estimated there is minimum of wastage.
III. It makes possible variety in advertising appeals as the space for advertising can be
adjusted as per the size of the advertisement.
IV. Its effectiveness can be quickly tested.
V. It has wide coverage. The newspapers and magazines are not only read by
purchasers but are passed on to others and thus, read by a large number of people.
VI. Advertisement in bold and beautiful type at a prominent place quickly draws the
attention and promotes sales. Colour advertisements in the newspapers can be
given. Such advertisements are very attractive and they attract the attention of
thousand of readers.

VII. It facilitates desired frequency in advertising. Advertisements in the newspapers can

be repeated as per the desire of the advertiser. This technique of repetition of the
same advertisements gives desired effects.
VIII. It makes possible artistic production of advertisement.
IX. An advertisement in a popular newspaper earns confidence of the readers and this
raises the market demand for products.
X. Newspaper advertising is convenient for all types of products and for all categories
of readers. Extensive advertising in possible due to wide coverage in the circulation
of newspapers.

Sponsorships:
Another common form of advertising is sponsorships. There are two types of
sponsorships. Regular sponsorships occur when a company pays to sponsor a section
of a site. A more involved agreement is the content sponsorship; in which not only
provides dollars in return for name association but participates in providing the content
itself. In some cases, the site is responsible for providing content and having it approved
by the sponsor; in other instances, the sponsor may contribute all or part of the content.
Due in parts to the lack of effectiveness of banner ads, sponsorships have been
increasing in popularity.

Pop -ups / Pop -Unders:

When you access the Internet, have you ever seen a small window appear on
Netscape advertising AOLs Instant Messenger? Such windows are known as popups, and they often appear when you access a certain site. Pop-ups are usually larger
than a banner ad but smaller than a full screen.
Pop-unders are ads that appear underneath the Web page and become visible only
when the user levels the site. Go to Los Angels Times Website and when you leave you
will almost certainly see an example of this form of advertising.
Interstitials:
Interstitials are ads that appear on your screen while you are waiting for a sites
content to download. Although some advertisers believe that interstitials are irritating
and more of a nuisance than a benefit, a study conducted by Gray Advertising found
that only 15% of those surveyed felt that the ads were irritating (verses 9% for banner
ads) and that 47% liked the ads (verses 38% for banners). Perhaps more importantly,
while ad recall of banner ads was approximately 51%, recall of interstitials was much
higher, at 76%. Recently Acura introduced its Integra Type R model using an interstitial.
Coca Cola commonly employ this ad form.
Push Technologies:
Push technologies or web casting technologies allow companies to push a massage
to consumers rather than waiting for them to find it. Push technologies dispatch web
pages and news updates and may have sound and video geared to specific audiences
and even individuals. For example, a manager whose job responsibilities involve
corporate finance might log on to his or her computer and find new stories are
automatically there on the economy, stock updates or a summary of speech by Alan
Greenspan. Advertisers who flash their messages on the screen pay for the service.

ADVERTISING AGENCY:
Meaning of an Advertising Agency:
Advertising agency is nothing but an organization specially created for rendering service
in advertising. It is an organization where business consists in the acquisition as a
principal of the right to use space or time in advertising media and the administration on
behalf of the advertisers of advertising appropriations made by them. It is independent
firm set up to render specialized services about marketing in general and advertising in
particular.
It is primarily organized to render advice and creative services for its clients. It sells
creative talents and sees to it that advertising message goes to masses in an effective
manner. It has writers, media-experts researchers; television producers etc. whose
main work is to plan suitable advertising strategy for their clients. A modern
advertisement, which we see and hear in the regional and national media. An
advertising agency represents the care of the advertising profession.
The American Association of Advertising Agencies (AAAA) define Advertising Agency as
an independent business organization, composed of creative and business people, who
develop prepare and place advertising media for seller for their goods and services.
Role of Advertising Agency:
In modern times advertising agency broadly performs the function of marketing and
advertising. The function performed by advertising agencies might be conducted by the
clients themselves through one of the designs but most large companies use outside
firms.
Reasons for using an agency:
Probably the main reason outside agencies are used is that they provide the client with
the services of highly skilled individuals who are specialist in their chosen fields. An
advertising agency staff may include artists, writers, media analysts, researchers and
others with specific skills, knowledge and experience who can help market the clients
products. Many agencies specialize in a particular type of business and use their
knowledge of the industry to assist their clients.

An outside agency can also provide an objective viewpoint of the market and its
business that is not subject to internal company policies, biases or other limitations. The
agency can draw on the broad range of experience it has gained while working on a
diverse set of marketing problems for various clients.
Marketing services:
Over the past two decades, use of marketing services has increased dramatically. One
service gaining increased attention in research, as agencies realize that to
communicate effectively with there client customer, they must have good understanding
of the target audience.
Most full service agencies maintain research department whose functions is to gather,
analyze, and interpret information that will be useful in developing advertising for their
clients. This can be done through primary research _ where a study is designed,
executed, and interpreted by the research department _ or through the use of
secondary sources of information. Sometime the research department acquires studies
conducted by independent syndicated research firms or consultants. The research staff
then interprets this report and passes on the information to other agency personal
working on that account.
The research department may also design and conduct research to pretest the
effectiveness of advertising the agency is considering. For example, copy testing is
often conducted to determine how messages developed by the creative specialists are
likely to be interpreted by the receiving audience.
The media department of an agency analyzes, selects, and contract for space or time in
the media that will be used to deliver the client advertising message. The media
department is expected to develop a media plan that will reach the target market and
effectively communicate the message. Since most of the client ad budget is spend on
media time and / or space, this department must developed a plan that both
communicates with the right audience and is cost effective.
The research and media department perform most of the function that full- service
agencies need to plan and execute their client advertising programs. Some agencies
offer additional marketing services to their client assist in other promotional areas. An

agency may have a sales promotion department, or merchandising department, that

specializes in developing contests, premiums, promotion, point of sale materials, and
other sale materials. It may have direct marketing specialist and package designers, as
well as a PR/ publicity department. Many agencies have developed interactive media
department to create websites for their client. The growing popularity of integrated
marketing communication has prompted many full- function agencies to develop
capabilities and offer services in these other promotional areas. IMC Perspective 3-1
discusses how traditional advertising agencies are developing integrated marketing
capabilities that extend beyond media advertising.
DHAN DHANA DHAN
GOAL

PROMOTION OF FOOTBALL THROUGH TV / FILMS

John Abraham is following Shah Rukh Khans footsteps. While SRK set a precedent vis-vis the promotion of OM SHANTI OM, John is also going that extra mile to promote

his new film DHAN DHANA DHAN GOAL. Last week, the actor flew to London [Monday]
to spread the word, the next stop was Dubai [Wednesday] to partake in the Dubai
premiere, thereafter it was Mumbai [Thursday] for the Mumbai premiere, the next
morning it was New Delhi for a special screening, then Goa and subsequently, Pune
[mingled with the moviegoers at E Square multiplex].At E Square, Pune, John threw
more than 50 footballs -- with his signature on each ball -- at the overjoyed audience.
The crowd went berserk. The penultimate 25 minutes have caught on in a big way, an
elated John informs me. The promotion doesnt end there. John is visiting various cities
next to promote the film: Bangalore, Chennai, Kolkata, Ahmedabad and Pune [once
again].Johns dedication and his interest in marketing the film makes me wonder if he
has joined our [UTV] marketing team, UTV Vice President Siddharth Roy Kapur beams
with joy. Thats a wonderful compliment. Wish all actors were as enthu as SRK and
John!
Dhan Dhana Dhan Goal is nothing exceptionally or creatively different. Its a very
simple story, told very simply. Its a story of very simple people. The only thing is that it
speaks about the ordinary people in an extraordinary situation. Its about the triumph of
the human spirit.
Let me ask everyone that if India is such a cricket crazy country, then why are none of
the cricket magazines successful? Our research shows that even in backward villages
kids play football. In the last five years, many kids have enrolled in football academies
than cricket academies and more football academies have opened than the cricket
academies. So much so that many cricket academies have shut down. Everybody had
gone under training including John and Arshad. I have also taken real life players like
Carlton, the Mumbai level coach. Besides him we also have got lots of professional
players from Bangladesh, Pakistan, and England.

Reebok
The worlds leading sportswear brand, today unveiled their Goal Collection, showcased in
the soccer based movie Goal by John, Bipasha and other stars. The new range consists
of soccer apparel, footwear and accessories. The tie up with Goal is an attempt to support
an upcoming sport and be the first mover in what will snowball into the big next trend: love

for soccer and a sports inspired lifestyle.

Targeted at the youth, Reeboks Goal collection is a fusion of sports and lifestyle and is
targeted at a growing, globally sports & fashion conscious Indian market that is ready to
experiment with style, concepts and ethos in what they wear and how they look.
According to Mr. Shamim Sajid, Director, Marketing, Reebok India, We are extremely
delighted to launch the new Goal range. Our relationship with Goal is more of a
partnership than a sponsorship and also aims at the same objective promotion of soccer
and generating interest towards other sports in a cricket crazy nation. Since our Goal
collection is a sporty and fashionable range targeting the youth; we envisage that it will
create huge appeal and pave the way for more of sports inspired lifestyle collections. For
the RBK Goal collection promotion we are looking at television, outdoor, retail activation
among other activities.
In Goal, customers will get to see Reebok's new range of apparel and sports shoes
sported by the star cast that would be launched in November along with the movie. The
key highlight of the Reeboks Goal Collection is the Goal trainer, a high performance yet
stylized shoe which can be worn by anyone practicing soccer or anyone who simply loves
to wear a sporty look. Also showcased is the Sprint Fit Trainer with inbuilt technologies
like DMX foam to enhance performance. DMX Foam provides added cushioning to the
athletes foot and helps enhance comfort and performance. Also prevalent in the movie is
the Goal apparel comprising of club jackets, long sleeved tees, polos and lots more for
men, women and kids. The Goal footwear starts at approximately Rs 3400 and the Goal
apparel is available from Rs. 999 onwards at all Reebok flagship stores across India.
Reebok brings the onscreen drama of the movie Goal closer and makes the feel of the
game much more real through the RBK Goal collection worn throughout the movie by
John, Arshad, Boman and Bipasha.
CONCLUSION
As revealed by Sportstar, the English Premier League champions are to open a pilot
training scheme in Goa, one that could be extended throughout the rest of the
nation.Assuming it is successful, the club could establish Manchester United Soccer
Schools (MUSS) all over India.

Academy boss and former player Brian McClair believes there is massive potential.
"In India there has been massive investment in football and hockey for years, McClair
told The Independent On Sunday.Sport is a way of life in India, and now there are signs
that football can also be a big part of it too. It will grow, I am hopeful eventually we could
have Indian players in the Premiership, although this could take five to 10 years."
Goa is one of the most football-crazy parts of India and like elsewhere in Asia, there is
huge interest in the Premier League in the former Portuguese colony."You see the
majority of youngsters - and a lot of adults too - walking around in football shirts. Not
just Manchester United but other top clubs and other countries, notably Portugal, but the
Premiership is by far the most popular," McClair said.
"Obviously the skills we evaluate are quite basic, but football is played in schools, and I
visited a couple where there was quite skilful manipulation of the ball. They seem to
have a natural balance and flair.
"Historically, youngsters in India, and to some extent those from the Asian communities
in Britain, have focused on other sports. But over the next decade this is likely to
change."
McClairs comments were echoed by Dale Hobson, MUSSs international development
director.
"If you had just one Indian in the Premier League, football would go into the
stratosphere there. The scope of Indian football could be colossal, Hobson said.

OVERVIEW
ONE of the commonest excuses heard for the dipping image of football in India is
that the popularity of cricket and tennis, fuelled by media hype, had lured away
the talents, the sponsors and the watching public.
ONE of the commonest excuses heard for the dipping image of football in India is that
the popularity of cricket and tennis, fuelled by media hype, had lured away the talents,
the sponsors and the watching public. But then how flimsy this reasoning is can be
judged from the fact that football does have a strong base and big public patronage
even in traditionally cricket-playing countries like England, Australia, South Africa,
Jamaica (West Indies), New Zealand to give a few examples. Where then lies the fault?

Will there be a new dawn for the sport in the country? These are some of the questions
that came up for discussion at various forums and of course without arriving at any
conclusion.

Union Minister for Sports and Youth Affairs, Vikram Verma, lighting the traditional
lamp to inaugurate the Football Conference. Others in the picture are (from left):
P. R. Das Munshi, President, AIFF, Mani Lal Fernando, Vice President, AFC, Vijay
Kumar Malhotra, Chairman, AICS and Peter Velappan, General Secretary, AFC .
Like a chronic patient fearing his final moment or wishing for a miracle to happen, Indian
football lives on eternal hope. It is in this state of affairs that the Conference of Indian
football held under the auspices of FIFA and AFC, in New Delhi in the second week of
March has come as a silver lining for a sport that is recognised the world-over as the
most popular. The conclusions arrived at the three-day meet, which had the blessings of
both the Asian Football Confederation and FIFA, could just be the medicine for a
disease that had baffled observers all along.
The Conference is an aftermath of a visit by a three-member expert committee sent by
AFC in August last year. The Committee had "diagnosed" that while the "health" of
football in India was not alarming, certain "reformatory" steps were needed to
strengthen it and free it from the lethargy that it had been accustomed to over the years.
A key area of concern as per the expert committee was the lack of uniformity in the
drafting of the constitution among the states vis a vis the All India Football Federation.
Correcting that apart from reorganisation of the structure, lending a professional touch
in the administration and increasing the level of competition besides ensuring there

were more quality matches are a few other steps that the Committee felt necessary to
revive Indian football.
In fact as the key dignitary at the conference, Dato Peter Velappan, the AFC GeneralSecretary who sees a big future for Indian football, believed that the "time has come for
the giant to wake up" and give a fresh thrust to Asian football. An engaging speaker and
one who has in the past made some plain speaking on Indian football administration, is
not one who will accept the reasoning that football was suffering at the expense of
cricket's popularity. "In a nation of over a billion, even if half that number cries for cricket,
there is still the other half who can be lured to the beautiful game of football", was his
view. "Where there is a will there is a way", felt Velappan and as far as he was
concerned Asia stood to gain if India rose in stature.
What had inspired him to this line of thinking was the success of the Korea-Japan 2003
World Cup held against all odds. "It was difficult to convince the FIFA bosses initially
that a joint venture would be a success, until the event actually was conducted", he said
with a sense of satisfaction. It was this factor which made the AFC attach importance to
the development of the game in India. Nothing was impossible in its estimation. Not only
that India was placed in a special zone in the "Vision Asian football" project that AFC
had launched in the wake of the World Cup success. After all, as Velappan was to
elaborate , India had a glorious past and in recent times had shown a vibrant youth
through the run of the Under-17 and Under-20 teams, which had reached the final
rounds of the Asian championship. "These young talents had shown their capability
despite not getting the benefit of long term organised scientific training, proper diet
advice and health checks that sports medicine offers", he said. That is promise for the
future provided India had fixed targets and worked towards achieving them.

Peter

Velappan

(second

from

left),

General

Secretary,

Asian

Football

Confederation, Union Minister for Sports, Vikram Verma and P. R. Das Munshi,
President AIFF, intently following the conference with a few other delegates.
In his view, India should target 2010 World Cup or at least the final round of the next
Asian Cup scheduled in China. It is not impossible provided there was sound planning,
efforts to remove all anomalies and there was government support. "Surely it is not the
duty of the President and Secretary of the AIFF alone to work towards the goal but all
round support that should start right from the district units", the AFC official
underscored. It was his plea that India should look to Japan as a model. From a nonentity till early nineties, the country had made rapid progress in years thereafter to make
a big impact in the 2003 World Cup. The J-league is amongst the most successful
leagues in the world and it was growing stronger by the year and is patronised by some
of the World's best players, thanks to the innovations it had tried and continues to
research on. No longer is football any less in popularity in Japan as compared to sumo
wrestling or baseball, which had for long been the most sought after sporting activity in
the country.
Witnessed by the Union Minister for Youth Affairs and Sports, Vikram Verma, who
inaugurated the conference when he also announced Government's full support to the
AIFF in its endeavour to prop up the sport in the country, Prof. Vijay Malhotra, the AICS
Chairman, Suresh Kalmadi, IOA President, Urs Zanitti, FIFA representative, Manilal
Fernando, AFC Vice President, (who represented the AFC President, Mohd. Bin
Hammam, the conference was attended by an array of football personalities which
included Padma Sri awardees Chuni Goswami and P.K. Banerjee apart from stalwarts

like Gurudev Singh, Arun Ghosh, Syed Nayeemuddin among others. Officials from
various state units, sports medicine experts and members of the media from different
parts of the country were also invited for the path breaking Conference, which AIFF
President P.R. Das Munshi said was the first of its kind in Asia.
If it was Dato Paul Mony Samuel, FIFA Goal Development Officer, who set the tone on
the inaugural day with his presentation on the status of Indian football based on his visit
as member of the expert committee, then on the final day, Velappan summed up with
"Vision India, the way forward". Using video slides and throwing in examples of Indians
who had excelled in various fields, in India and abroad, Velappan presented the case of
Indian football with aplomb. Like the 11 men in a team, he advised India to concentrate
on the eleven elements: national Association, state Associations/club management,
marketing, grassroot foundation, youth development, coaches education/referees
education, sports medicine, futsal, media communication and fans. The build up should
be like a pyramid, he pointed out with base being the grassroot-level talent. Broaden the
base, strengthen the foundation and then build the structure. This is the first step as he
signed off the conference with a Chinese sage Lao Tze's saying "a journey of a
thousand miles begins with a single step".
Whether the efforts of the AFC officials struck the right chord or whether the realisation
had finally dawned that change was the need and not a luxury, the remark of Das
Munshi on the final day raised curiosity. By stating that "it will be a shame if we cannot
translate the changes needed for Vision India. In fact we cannot head the (football) body
then", the President had made a profound statement, even if subtly! The kind of actions
in the coming days will provide the index to the future of Indian football.

At the Federation

Cup

in

2001,

when the All India Football Federation bore the cost of the tournament. It was not
held for two years for want of sponsors.

Various Magazines
i.e. SportStars
Goal
FIFA.. etc
Site
www.google.com
www.fifauk.com
www.internationfootball.com