Branding of Hockey

BRAND HOCKEY
Hockey is one of a family of sports in which two teams play against each other by trying to
maneuver a ball, or a hard, round, rubber or heavy plastic disc called a puck, into the opponent's
net or goal, using a hockey stick.
Amongst most of the sports that is being played these days Hockey is one of the favorite of all.
In the general sense it is a kind of sport in which two teams compete by trying to maneuver the
ball into the opponent's nest using a hockey stick.
Hockey in India became popular with the coming of the British. It was when the British army
regiments played the game; the Indian regiments also picked up the game and then followed the
tradition of playing the game of hockey. Then gradually this game was adopted by the masses.
Hockey in India saw its first ever in house hockey club in Calcutta, which was formed in the year
1885-86. Then followed the formation of hockey clubs in Bombay and Punjab.
Hockey in India has a very glorious past. The golden era of Indian hockey was in between the
period from 1928 to 1956. In between this period India won six consecutive gold medals in the
Olympic games. During that era India played a total of 24 Olympic matches and won all the 24
matches. It scored a massive number of 178 goals and conceded only seven. There were some
legendary players in the history of Hockey in India. Amongst them some were Dhyan Chand,
K.D. Singh, Dhanraj Pillay and Dilip Tirkey. Dhyan Chand was the most legendary amongst all
and he was known as the magician of hockey. All these legendary players geared the position of
India in the field of hockey to new heights.
REASON BEHIND DOWNFALL

Indian national team hasn’t been performing up to expectations for many years.
Passion for Hockey & the rules not understood by the newer generations.
Rise in Cricketing achievements and rise of other sports like Tennis.
How many youngsters have a touched a Hockey stick when compared to a Cricket bat?
How many youngsters look up to Hockey players as their heroes?
How many youngsters have dribbled a Hockey ball when compared to swinging a Cricket
bat?
How many youngsters have seen hockey being played on the streets when compared to
Cricket?
How many youngsters have appreciated the art of dribbling when compared to that of
swing bowling?
How many youngsters think Hockey is cool when compared to T20 or Tennis?
MARKETING OBJECTIVE
Raise general awareness of the game.
Provide event information to the general public.
Drive attendance and ticketing sales.
Be attentive in ticketing sales.
AREAS OF IMPROVEMENT
Rising of funds.
Better management.
Sponsorships program me.
Team management.
Creating website.
Campaign strategy.
Selection of players.
Promotion & Advertisement.
Training of the players.
Success plans.
Structured remuneration of staffs & players.
Carrier planning.
Selection of good players.
Rules & regulations for players.
Relationship with sport press.
Positioning of events.
Communication proposition.
Better accessories.
SCOPE OF WORK
The brief calls for the development of a brand/message, which reinforces the position the Event
as a world class must see event. It will be important to capture the essence of the sport and the
Event as India's national sport.
The creative concepts would also need to be broad enough to be used across all marketing and
communications mediums.
Development of an overall creative theme for the Event that can form part of an integrated
marketing communications program me.
Creation of conceptual concepts for bring the Event alive and maximising selected mediums.
MARKETING STRATEGY
Target Audience (primary)
Sports lovers in India, especially the youth
Target Audience (secondary)
Fans from participating countries
According to IHC PRESIDENT Mr. KPS Gill :-
“The IHC is extremely pleased that the FIH decided to entrust the organization of Hockey in
India. It is a great honor for the country and we must now work with diligence and spirit to
repay the faith that has been shown in Indian Hockey. The IHC is fully committed to the
Project and to the success of Indian Hockey. We will do our utmost to meet the expectations of
the world governing body to ensure the Hockeyt is a success and also the expectations of the
Indian sporting public to witness the return of our team to the podium in a major event.”
These words also define the spirit with which the event needs to be marketed.
Presented by:
Arindam Chowdhury
Milan Kumar Pandey
Debashree Banerjee

Branding of Hockey

Uploaded by

Copyright:

Available Formats

Branding of Hockey

Uploaded by

Document Information

Original Description:

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Branding of Hockey

Uploaded by

Copyright:

Available Formats

BRAND HOCKEY

REASON BEHIND DOWNFALL

According to IHC PRESIDENT Mr. KPS Gill :-

You might also like

Pfad - The Proxy pFad of © 2024 Garber Painting. All rights reserved.