Thursday, August 18, 2011

Indian cricket team's flop show in England: Sachin Tendulkar's 100th ton hype gives sleepless nights to Coca-Cola, Canon & Future Group



18 AUG, 2011, 10.27AM IST, RATNA BHUSHAN,ET BUREAU 

Indian cricket team's flop show in England: Sachin Tendulkar's 100th ton hype gives sleepless nights to Coca-Cola, Canon & Future Group

NEW DELHI: Capture 99 moments; one more to go', announces Canon's latest campaign. Sounds like a decent marketing plan? Only, the Japanese photographic and digital imaging firm's campaign to celebrate Sachin Tendulkar's century number 100 is stuck. Because Indian cricket fans are no longer talking about the master batsman's great feat. The Indian cricket team's disastrous performance in its ongoing series in England has left corporates such as Coca-Cola, Canon and Future Group stranded halfway down the pitch with their plans to cash in on Sachin's 100th century. 

"When marketers plan big campaigns around a milestone, they have to factor in uncertainty, especially in sport," says Mahesh Chauhan, co-founder of advertising and marketing firm Salt Brand Solutions. But then, Chauhan says these brands will be winners sooner than later. 

(In pics: Coke, Future Group, Toshiba, Canon, others rush in to cash in on Sachin Tendulkar | 'Pappu' connects with consumers; becomes darling salesman for marketers | Coca-Cola to roll out 6.5 million 'Sachin' cans as part of 100th century celebrations )


"Though the negative sentiment around the India team may be impacting their plans marginally now, there's no dispute on Sachin being a cricketing God; brands associated with him will be winners as and when he does get his 100th century." 

MS Dhoni and team have already lost the first three tests and their number one ranking to England and most cricket commentators do not rate India's chances very high in the fourth and final test starting on Thursday. 

Going by English seamers' domination over all Indian batsmen, except Rahul Dravid, so far, it will be a surprise if Sachin scores his hundredth international century in this match. Even if he does, the celebrations may be muted if the team's overall show continues to be dismal. "If Sachin scores a century and India still loses in the fourth test, the celebrations will be somewhat muted," says Shashi Kalathil, former marketing director of beverage maker PepsiCo and former CEO of Neo Sports, who now runs marketing consultancy Y Factor. 

And clearly, unlike cricket commentators, corporate India does not enjoy the glorious uncertainty of cricket, even though they wouldn't admit it. Beverage maker Coca-Cola is perhaps the most impacted as its plans to flood shop shelves with 6.5 million 'Sachin' special cans in the peak cola season, which is March to August, have lost a lot of fizz. 

Coke has only released limited number of cans because the negative sentiment riding against team India means the beverages maker is unable to ride any cricket hype. 

"If Sachin makes his 100th ton in, say, winters, the commemorative cans may not see that much consumer offtake because that's not season for soft drinks. It's certainly been a big setback for Coke, at least so far," an official close to the company said. 

http://economictimes.indiatimes.com/news/indian-cricket-teams-flop-show-in-england-sachin-tendulkars-100th-ton-hype-gives-sleepless-nights-to-coca-cola-canon-future-
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Full coverage

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Timeline of articles

Timeline of articles
Number of sources covering this story
Same old story as India struggle at The Oval
‎1 hour ago‎ - Rediff
England v India: what it the secret recipe for England's rise to No1?
‎9 hours ago‎ - Telegraph.co.uk
Engineer urges India to restore pride
‎12 hours ago‎ - Times of India
Will Team India prevent a clean sweep?
‎17 hours ago‎ - The Hindu
Strauss - We won't relax
‎Aug 17, 2011‎ - SkySports
Series gone, pride at stake for India in Oval Test
‎Aug 17, 2011‎ - Hindustan Times
Rankings add edge to England series
‎Aug 16, 2011‎ - Times of India
Injury doubt hangs over Anderson
‎Aug 16, 2011‎ - SkySports

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