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Promoting Football in Bangladesh (BD Football Premiere League)

The objective of the presentation was to figure out a few interesting ways to revive the dying football league of Bangladesh.

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Promoting Football in Bangladesh (BD Football Premiere League)

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Presentation Transcript

  1. OF ATTENTION?

  2. CURRENT SCENARIO Awareness Gap Bangladeshi football Love for football Lost appeal to the youth

  3. OVERVIEW Commencement : 2007 Current Edition : 6th 9 teams

  4. PARTICIPATING TEAMS 1. Arambagh (Dhaka) 2. Brothers Union (Dhaka) 3. Abahoni Limited (Dhaka) 4. Mohammedan Sporting Club (Dhaka) 5. Feni Soccer Club (Feni) 6. Muktijoddha Sangsad (Gopalganj) 7. Sheikh Jamal (Dhaka) 8. Sheikh Russell (Dhaka) 9. Team BJMC (Dhaka)

  5. LEAGUE FORMAT 1. Plays each other team twice throughout the season 2. Win earns 3 points 3. Draw earns 1 point 4. Defeat earns no points 5. The teams are ranked according to their points 6. Team with the highest points wins the league

  6. STADIUMS Stadium Seating Capacity Bangabandhu National Stadium 36,000 Shahid Salam Stadium 8,000 Sheikh Fazlul Huq Stadium 25,000

  7. MARKET ANALYSIS Handball Hockey Tennis Badminton Football Chess Cricket Volleyball Carom

  8. HISTORY 80s 00s 90s 10s

  9. CORE ISSUES FOOTBALL CULTURES QUALITY OF GAME STRUCTURAL PROBLEM LACK OF PROMOTIONAL APPROACH

  10. SEGMENTATION & TARGETING 4THTARGET Unexplored non-viewers 3RDTARGET ‘Refusing’ non-viewers 2NDTARGET Soon to be viewers 1STTARGET First degree viewers

  11. SEGMENTATION PROFILE CUSTOMER BASE FIRST DEGREE SOON TO BE REFUSING UNEXPLORED Already associated with BPL & Bangladeshi football Football lover but follows European leagues Not interested in football Future affiliation with BPL

  12. MARKETING MIX Matches Product 10-50 Taka Pricing Place Bongobondhu National Stadium Shahid Salam Stadium Sheikh Fazlul Haq Stadium

  13. 4 PHASES CREATING THE HYPE DURING SEASON SEASON END LAUNCH PRE LAUNCH HOLDING THE HYPE FOLLOW UP

  14. PRE LAUNCH & LAUNCH CREATING THE HYPE

  15. CREATING THE HYPE (YEAR ONE) MEET YOUR HERO JERSEY DESIGNING THEME SONG

  16. CREATING THE HYPE (YEAR ONE) GRAND LAUNCHING RETIRED ALL STARS Vs BANGLADESH CRICKET TEAM

  17. CREATING THE HYPE (YEAR TWO) CHANCE TO PLAY LOGO DESIGNING THEME SONG

  18. CREATING THE HYPE (YEAR TWO) FLASH MOB THEME LUCKY WINNERS Vs CONCERT ARTISTS

  19. DURING SEASON HOLING THE HYPE

  20. FACEBOOK CONTESTS PREDICT & WIN MY FOOTBALL MOMENTS FOOTBALL QUIZES FACEBOOK GP WEBSITE FAN BASE TICKET BOOTH FPL

  21. GP ASSOCIATION TEXT ALERTS MATCH UPDATES RINGTONE & CALLER TUNE FACEBOOK GP WEBSITE FAN BASE TICKET BOOTH FPL

  22. WEBSITE UPDATING OFFICIAL WEBSITE www.banglafootball.net www.clemonsports.com FACEBOOK GP WEBSITE FAN BASE TICKET BOOTH FPL

  23. MAINTAINING FAN BASE FACEBOOK VIDEOS & PHOTOS ARTICLES ON SPORTS BLOGS & e-MAGAZINES FACEBOOK GP WEBSITE FAN BASE TICKET BOOTH FPL

  24. FREE TICKET BOOTHS BUS STOPS SCHOOLS TRAIN STATIONS COLLEGES UNIVERSITIES FACEBOOK GP WEBSITE FAN BASE TICKET BOOTH FPL

  25. FANTASY PREMIERE LEAGUE VIRTUAL GAME SERIES BASED ON REAL LIFE MATCHES FACEBOOK GP WEBSITE FAN BASE TICKET BOOTH FPL

  26. SEASON END FOLLOW UP

  27. DECLARING WINNERS FANTASY PREMIERE LEAGUE PREDICT & WIN

  28. MARKETING APPROACH PRE LAUNCHING & LAUNCHING PHASE: ATL TVC MASS REACH BILLBOARDS RADIO POSTERS CREATING HYPE NEWSPAPERS

  29. MARKETING APPROACH DURING & END SEASON PHASE: BTL FACEBOOK COST CUTTING WEBPAGES GRAMEENPHONE HIGH CONVERSION RATE

  30. BRAND BUILDING CREATING LOYALTY

  31. DEER AFFILIATION PIN POINT TARGETING EXTENSIVE REACH

  32. FATHER’S DAY CAMPAIGN মাঠে নামার বয়স কখঠনা শেষ হয় না Son’s GIFT of health to father IGNITING the spirit of football Promoting HEALTH benefits of sports Bringing back elderly people for FUN and health

  33. SPONSORSHIP ACTIVITY FOOTBALL TOURNAMENTS TITLE SPONSOR IN SPORTS TALK SHOWS

  34. SYSTEMIC CHANGES LONG TERM PLANNINGS

  35. INTRODUCING THE 3rdTIER CURRENT TIERS: 2 2ndTIER : JUST HAD ONE SEASON 3 TIERS ASSOCIATING DIRECTLY WITH 30 TEAMS COUNTRY COVERAGE

  36. DECENTRALIZATION CURRENT STADIUMS: 3 LOCATION: DHAKA (ONLY) GOAL: ATLEAST ONE STADIUM FOR THE TOPS TEAMS

  37. QUALITY REQUIREMENT: LONG TERM PLANNING DRAWBACK: SLOW PROCEDURE OBSTACLE: INVESTMENT RESULT: PEOPLE CHEERING FOR LOCAL CLUBS

  38. PROPOSED TIMING Sunday Monday Tuesday Wednesday Thursday Friday Saturday B-league Serie A LA Liga English P. League Champions League Europa league

  39. MONITORING & EVALUATION CONTINGENCY PLANNING

  40. MONITORING & EVALUATION TRP (MONTHLY) AUDIENCE (STADIUMS) ONLINE FEEDBACK RESPONSE IN THE PROMOTIONAL APPROACH

  41. CONTINGENCY PLANNING CONTINGENCY PLANS: POSSIBLE OUTCOMES: NO CHANGE SUCCESS CONTINGENCY 1 MODERATE CONTINGENCY 2 FAILURE

  42. BUDGET (YEAR ONE) Quarter four first page/twice first page/twice first page/twice first page/twice first page/twice Cost 466,200.00 444,000.00 348,000.00 310,800.00 384,000.00 1,953,000.00 Quarter two last page/twice last page/twice last page/twice last page/twice last page/twice Daily Star Prothom Alo Kaler Kontho Ittefaq Bangladesh Protidin Quarter four special hour special hour special hour special hour Cost 299,000.00 208,000.00 195,000.00 202,800.00 904,800.00 Quarter two special hour special hour special hour special hour NTV ATN ATN NEWS DESH Poster 500000 Billboards 2000000

  43. BUDGET (YEAR ONE) Media TVC Cost Cost (BDT) 3,645,000 1,809,600 500,000 2,000,000 7,954,600 Newspaper Ad Cost Poster Billboard Total

  44. MARKETING OVERVIEW DURING SEASON BRAND BUILDING LAUNCH SEASON END PRE LAUNCH GRAND LAUNCHING MATCHES FLASH MOB THEME FACEBOOK CONTEST WEBSITE UPDATE TICKET BOOTHS FANTASY PREMIERE L. GRAMEENPHONE PREDICT & WIN MEET YOUR HERO JERSEY DESIGNING THEME SONG DECLARING THE WINNERS FACEBOOK YOUTUBE DEER AFFILIATION FATHER’S DAY SPONSORSHIP

  45. CURRENT SCENARIO LEAGUE PROMOTION SYSTEMIC CHANGES THE BRAND

  46. HAFFY PHUTTBALL

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