Promotion Channels for CA Sports

For CA sports we are going to use multiple promotion or advertisement channels. Previously CA
sports has been banking on its brand name and brand image to attract business but all of this is
about to change now. Since we are trying to enhance the scope of CAs target market, we will
have to approach these new segments through media best suited for them.
Exclusive CA Sports Outlets
The first promotion channel we would be using would be the establishment of Exclusive CA
sports outlets. From our survey we were able to point out that the masses thought that CA sports
only manufactured products related to cricket. When asked whether they knew about the apparel
line of CA sports, the response was negative. So it is necessary to create awareness amongst the
masses that CA does not manufacture goods which are only related to cricket but for other sports
as well and CA sports also boasts about a complete apparel line as well. These exclusive outlets
would not a new distribution channel but a mere source of promotion for the product line that
CA has to offer. In these outlets all the products offered by CA sports would be displayed and
the customers could walk in try the various sports goods offered by the company. The apparel
line would also be displayed for public viewing. These outlets would be established in all the
major cities of Pakistan. The major purpose of these outlets would be to increase awareness
about the wide range of CA sports products. We want to change the association which has been
developed between CA and cricket.
Bill Boards
Another media or advertising channel which would be used to enhance CAs brand image are the
Bill Boards. Bill boards are a highly effective medium to capture the mass audiences. Not
everyone is going to visit the website or visit the exclusive outlets to get the information about
the brand and its product line. CA sports previous strategy has been to make the best quality
products and wait for the customers to come to them. This strategy has left CA sports with
serving a specific segment of the market which are the athletes who are part of the national teams
or the domestic players. The message is not coming across to the segment which has the majority
of the potential customers. This has to change; we have to take the message to the audience. We
have to make sure that the customer receives the message at every touch point. By using Bill
boards we would also be increasing brand recall. Those who have forgotten that CA sports still
exists would be the primary target of this advertising channel. The Bill boards would be designed
in such a manner that the audience directly associates the brand with nationalism. In due process
we would be using the faces of many national heroes in the sports field for the simple reason that
we the people of Pakistan are very emotional. Cricket and Hockey are our passion and whichever
sport we follow, we follow it with compassion. The Bill Boards would be displayed on every
main highway and boulevard in the major cities of Pakistan. The primary purpose of the bill
boards would be to remind people that CA sports still exists and is leaving no stone un turned to
serve this nation.
Radio Messages
Another channel which CA sports would be utilizing radio channels to broadcast or air its
messages. This could be a very efficient source to promote a sporting brand like CA sports
because quite a few radio channels like 94.6 Fm and Samaa Fm 107.0 broadcast live
commentary for the series in which Pakistan participates. So what better opportunity to promote
CA sports then to sponsor these broadcasts? Audiences who are going to work or returning or
going somewhere else are glued to these broadcasts. The messages could be more effective if
delivered during these broadcasts because during these matches people can associate with the
brand.
Print Advertisements
The third medium we would be using to advertise or promote our product would be the Print Ads.
CA sports would be developing 3-4 print ads to promote its product line to the various market
segments it wants to cater. In these 4 print advertisements various marketing appeals and
executional frameworks have been employed to get the message across to the target audience.
An executional framework is the manner in which the ad appeal is presented.
4 sample print advertisements have been in the appendix section of the report. Following is the
discussion of each print advertisement individually to explain its concept and which segment of
the market it is trying to capture:
1. Print Advertisement # 1
The first print ad does not have a specific target audience. This print ad is bound to attract all the
segments of the target market but primarily we are trying to attract the household users of CA
sports equipment such as the Tape Ball Bat users or those who play sports at the grass root or
club level. In this print ad we are trying to attract audience by implementing the emotional
marketing appeal and in order to present this appeal we have utilized the authoritative
executional framework for the simple reason that Nasir Jamshed is an expert in this field and he
gives his blessings to this brand by endorsing it. We are trying to utilize this appeal because
emotional advertising can capture a viewers attention and cause an attachment to develop
between the consumer and the brand. We all know that we always associate emotionally with our
national heroes. We always go for the merchandise which our sports heroes endorse or use. Since
this is just a sample in which Nasir Jamshed has been utilized as the face of CA sports. People
will associate with Nasir Jamshed and recognize that CA sports are contributing to the success of
these players since they are using the brands equipment. For the various versions of this print ad
we are going to be utilizing many faces such as Shahid Afridi and Muhammad Hafeez (cricket),
Abdul Haseem Khan (Hockey) and Muhammad Essa (Football). By following this strategy we
would be able to make an impression that CA sports is going out of its way to work the survival,
resurrection and promotion of sports in Pakistan. We are also trying to associate the national
spirit with our brand that is CA sports. It has been highlighted that CA sports is the official
suppliers of cricket equipment for the Pakistan Cricket Team for well over a decade now which
clearly identifies that CA sports has been serving the national team for a substantial amount of
time now. The crust embedded is the advertisement will also create a feeling of nationalism
because it is the same crust which is part of the Pakistan National Flag. We the people of
Pakistan follow our sports with passion and national fervor. So when people view this
advertisement and process it the audience would also be able to associate CA sports with the
national spirit. These print ads will be published in all of the leading newspapers, sports
magazines and journals.
2. Print Advertisement # 2 & 3
In this section we would focusing on both the second & third since they belong to same category
which is the Informative Print Ads. In both the second and third print advertisement we are using
the element of emotional as well as the rational marketing appeal and in order to present this
appeal we have used the informative executional framework. In both the advertisements we
have used members of the national cricket team Saeed Ajmal and Shoaib Malik which would
appeal to the emotional side of our brain. But the main purpose of this ad is not to use the
emotional appeal but to focus on the rational appeal. In print ad # 2 we have displayed the
various types of Shirts the national team utilizes. They are currently utilizing two types of shirts
currently which are the Velocity shirts and the Matrix shirts. We have given complete details
about this apparel; the material used conditions in which these shirts are suitable and the benefits
these shirts offer to the athlete. The ad also specifies the sizes and colors available in this piece
of apparel. Similarly in the Print Ad # 3 besides using the picture of Shoaib Malik to draw an
emotional attachment the features and specifications of CA-12000 bat have been provided. The
Print Ad provides details about the size options to the user. The ad also gives the specification of
the CA-12000 such as details about the weight range, the handle, handle shape, sweet spot,
profile and grip. This advertisement is just a sample, CA manufactures at least 15 types of bats
and print ads would be designed for each types of bat to give customers insight about which bat
suits them the best. The positive element present in this print ad which is the information has
been absent from CA sports previous campaigns. When the customer stepped into the shops they
didnt know about the features of the bat and ended up making the wrong choice and selecting
the alternative brand. These Print Ads would be displayed at every sports outlet which carries the
brand. This type of print ad makes the purchase decision easier for the customer. The element of
national spirit remains intact as the customer tries to associate himself with the athlete endorsing
the product.
Television Commercials
The major purpose of this whole advertising or promotion campaign has been to condition the
customer is such as manner that they can automatically associate CA sports with the sentiment of
nationalism. As mentioned earlier that the people of Pakistan are very passionate about their
sports be it Cricket, Hockey or Squash. We think about cricket we experience the national spirit,
we become emotional. Since in this case sports in the unconditioned stimulus and nationalism
the unconditioned response we would be trying to induct CA as a conditioned stimulus so that
the brand could also elicit a feeling of nationalism. To make this possible effective television
campaign has been designed. For the strengthening of this association two television campaigns
have been designed. These TVCs would broadcasted on all of the channels which include the
news channels and entertainment channels but the main focus would be on the leading sports
channels of the country which includes Geo Super and PTV sports. The display of these TVCs
would vary according to the time slots. The TVC would be broadcasted more during the prime
time shows as compared to other time slots.
TVC #1- Champions Are Born When No Ones Watching
The concept behind this TVC would be to try to revive the interest of the audience into the sport
of cricket. As an audience ourselves we have realized that interest in the sport is fading, the
children who used to fill the grounds to play cricket are turning towards the other sports. One of
the primary reasons for this decline is that no one is investing in the promotion of this sport.
Perception is that cricket is all about money, there is no value of talent in this sport. Resultantly
the enthusiasts are dejected. So TVC would begin by showing a kid dragging his bat through the
mud shrugging his shoulder and head down and then move towards the point where we show
how CA is working to promote the sport and revive the interest of the audience.
TVC #2- One Team One Dream
Before we start to explain the concept of the second TVC we want to bring to your attention that
this advertisement or promotion campaign of CA sports is going to be launched in the spring of
2014 which would basically start from the late February to late March. In this time period
Pakistan Cricket Team would be playing the T-20 World Cup in Bangladesh. We would be using
the clips of the historic victories claimed by the Pakistan Cricket Team. The Clips would be from
the historic 1992 world cup, 2009 T20 world cup etc. The music in the background would be of
the National Anthem of Pakistan guitar version which would automatically strike an emotional
chord with the audience. The attempt would be boost the confidence of the team. Through this
TVC we would also be promoting that CA sports would be the official sponsor for the Pakistan
Cricket Team. And the official merchandise of the PCT for the T 20 world cup would be
available for online sale through the website. So the theme would be to support the team and
promote the brand.
Branding Strategies
Family Branding
The branding strategy which CA sports has been using and would continue to use is the family or
otherwise known as the umbrella branding. All the goods that CA sports manufacture come
under the same name that is CA. CA sports has two distinct product lines which are the sports
equipment and the other is the sports apparel line. The sports equipment product line includes the
complete cricket kit (bats, ball, gloves, helmet, arm guard and pads) and the complete Hockey kit.
The second product line which includes sports apparel ranges from apparel for National Cricket
team to hockey apparel, to football apparel and finally to basketball apparel. Although CA sports
has two distinct product lines but still the brand name remains the same. CA sports as the name
also implies that it has not ventured into untested waters as yet.