Satyam Marketing

Everywhere marketing is available and at the same time everywhere cricket and its discussion is available, so I decided on what are the similarities that are present in cricket and marketing. I think that marketing and cricket are two sides of one coin as modern scenario. Today marketing and cricket both are played for money.

Most of the companies are still playing the five-day game called test match, while the consumer is playing very fast like a T20 cricket.

There was a time when it used to be a gentleman’s game with a five days of the game played at a leisurely pace with a rest day in-between; and of course, all the lunches and tea break.

There were, of course, enough voices of protest against the new rash format of cricket from the lovers of the classic format. But the increasing popularity of the one-day game gradually silenced those voices. Today IPL and 20-20 format is like fast foods as noodles and popcorn.

The cricket whites have given way to colorful dresses, hot and scantily dressed cheerleaders, and music on the stands, unique rules to make the game more unpredictable and pulsating, and, above all, packed stadiums with the audience sitting on the edge of their seats.

Ask any experienced cricket player and he will swear by the five-day format — it being high on strategy, mental strength, physical endurance, technique and so on. And yet the format is having survival problems. So what brought about this change in the game?

The audience changed the game. Simply, they wanted it faster, quicker, rougher and result-oriented. They were bored of the long-drawn game, and the draws and predictable results.

Marketing is no different. There was a time when the consumer had limited choices — both in terms of the products, and brand availability as well as the media options.

In those days, the traditional marketing methods worked. A customer would walk up to the local store, ask for the product by name (based on the highest brand recall) and the shop-owner would hand it over across the counter. And hence the awareness-driven media options ruled the world of marketing. Mass media-based advertising did the trick: Television, newspaper advertise, radio and wall painting were it.

The consumer had little choice and limited media options. He would consume almost anything you threw at him. It was here that the TV “peak hour” became an obsession with brands and agencies alike, and TRP ratings became something worth killing for. Today market is decided by consumer so we can say that consumer is like a GOD. Tailor made products is coming in market as per buyer’s choice and wants. Main motto of modern marketing is maximum profit with customer satisfaction, market moves where, their customer wants. Cricket has changed due to audience , in the same way as marketing scenario changed due to customer need, wants and ego.

Today, however, the consumer has changed. He no longer consumes media the way he used to. He has choices, he is no longer captive to traditional media options, and he has the power of choosing what he wishes to consume, when and how. He has too many products and brand choices and is short of time.

So while the consumer has evolved, a large number of brands are still using business models, which have been around for decades and seem to be dominated by single-minded focus and hence measure of “counting the reach”. Communication strategies for most brands still seem to be dominated with the awareness intent, rather than the conversation intent.
The consumer’s path to purchase today is anything but linear. Because the media consumption patterns and ‘media’ have changed, the information flow has so many varied touch points, and the brand experience originates from so many varied sources, that dependence on mass media as the starting point of brand communication initiatives is wrong.

Most of the companies and their products are still playing the five-day game, while the consumer is playing T20.

The consumer values awareness, in majority of the cases will base his decision not on the painted walls, nor on the number of times he saw the logo on TV, but on his own inferences drawn based on his own unique path to purchase, which could be a combination of peer group recommendation and reviews, store visits followed by online searchers, retailer’s recommendation, mechanic’s recommendations and other relevant conversations and interactions he has at the relevant touch-points which are focused within the last mile, or on social networks..

This evolution in the consumer’s path to purchase has meant that the marketing rules for brands, like cricket, have changed forever.

The consumer is spending increased time on-market and discussion. While cricket is changing time by time same as marketing is changing continuously. Cricket was the game of rules and nobody can change the rules same as old concept of marketing was sales oriented, main motto of marketing was gaining profit only, other side modern concept of marketing is just different like 20-20 cricket where main motto is maximum profit with customer satisfaction. Fast and modern cricket is very attractive same as modern marketing is very popular, modern cricket has win-win situation where players, organizer, sponsor and audience every body win.

Marketing consists 4P’S PRODUCT, PRICE, PLACE and PROMOTION same as cricket consists 4P’S PLAYER, POWER, PUBLICITY and PITCH.

Same at modern marketing has win-win situation where customer and company both feels there win in market. Cricket is playing like battle same as modern marketing is also play like war and ambush attacking is part of it

So conclusion is that cricket has changed from test match to T20 cricket same as marketing is change from old concept of traditional marketing to modern concept of profit making marketing.

HOW IS THAT???????? Umpire’s finger is still waiting for decision because …………………cricket and marketing ka KHEL ABHI BAKI HAI MERE DOST !!!!!!!!!!!