WORLD CUP - THE STRATEGY FOR PROFIT MAKING

Making the most of cricket extravaganza - strategies and policies

MUNTAZIR HAIDER
Mar 05 - 11, 2007

Pakistanis love sports. It gives them pleasure and helps them define themselves and their communities. It is a genuine observation that in a year, more Pakistanis are involved as active participants in sports as taking part in public education at all levels combined. Sports touch many aspects of Pakistanis' lives, yet many are unaware of how powerfully sports can affect them:

    • It changes individuals - including their health and well-being, their social networks and sense of social connection, and their skills;
    • It affects communities - including the social cohesion and social capital of communities;
    • It has an impact on the economy - creating jobs and providing work for thousands of Pakistanis belonging to different sectors; and
    • It helps shape our national and cultural identity.

COMMON SPORTS IN PAKISTAN

There are several games that are played and understood across the nation. Analysts reveal, and agreed upon by the inside thrust, that cricket is the most widely played sport in Pakistan, not just at the limit of playing but extended to the level or standard of obsession and passion. Cricket itself is the national sport of England; while that of Pakistan is Hockey. However, due to the importance assigned to the former, the latter is often over shadowed. On a general note, it is either cricket or football that gains momentum among people during their mega events. Facts were visible when I was working in Citibank last year; I witnessed the football logos and T-shirts in the respective cabins of different people.

WORLD CUP-07: RELATING CRICKET TO SOCIO-ECONOMIC FACTORS

With the World Cup Cricket mega event just round the corner, all preparations are set in the local arena for fans to enjoy their local team compete. These preparations and the offerings coming up would make a definite impact on the demand of different consumer goods and services. Since the demand doesn't move without altering the prices, therefore, a price hike is another anticipation, which would have an aftermath on the net GDP of the current fiscal year.

DEMAND OF TELEVISIONS

There would be a definite exponential increase in the demand of TVs, particularly the wider size ones. There would not be just the households' demand for the TV sets but also alongside the restaurants. This could prove to be an opening that most of the 'unknown' television brands need. For instance, if currently, Philips, Panasonic, Samsung and Nobel hold the major chunk of the market, the increasing demand might make the people try a new brand that is relatively cheaper. If the brand 'X' that enters through this window of opportunity has quality as a feature, it is definite to get the consumer node and the word of mouth may spread around.

SPECIAL BROADCAST IN RESTAURANTS

Likewise it was witnessed last year that restaurants such as McDonalds, etc. had a wide screen showing the matches live, not much different strategy can be expected this time as well. These restaurants are also expected to demand televisions, projector setup and massive sound setup alongside, as these would be catering to mass audience who want a larger display with appropriate sound effects. This strategy is certain to work out as people love going to places where they can enjoy the game to the maximum. Here is an opportunity for restaurants to maximize on their services and come up with 'unavoidable' deals for customers, to attract each and every potential customer to themselves rather than not doing so and losing them to some other restaurant that is showing matches and serving better deals. An option could be also to name the deals in accordance with the world cup format or something related to this world cup such as Super-8 deal or Inzy's favorite or may be Tendulkar's century deal. Stuff such as these is definite to attract customers and get their attention towards the packages and deals.

DEMAND OF CABLE CONNECTIONS

When I was visiting Dubai just before the previous FIFA and went to subscribe for the channel that was showing the matches live for my nephew, the cable person at e-Pehla (the centralized cable operator in Dubai) told me that a few hours before I went there, they had cut a cake celebrating one lac subscriptions of the soccer event live matches. This was a huge amount considering that Dubai is a small state with limited population. Since the cables of our city are also centralized, it is possible that the cable personnel may apply the same strategy of subscription to a particular channel that shows the matches live and block the rest. This is certain to generate hot revenues.

DEMAND FOR RADIOS

There is already a lot of demand witnessed for radios (car radios) near Plaza (the car accessory market of Karachi) where people are seen getting their car radios back to work or getting installed or getting their antennas erected. This is particularly for the students and the employees at different organizations that get time to listen to updates only when they are in the car. However, it has been seen that people rush towards the board meeting room or treasury when there is a match ON.

RISE IN SPONSORSHIPS

Rise of all these demands see a sharp increase in sponsorships. Warid, Bank Alfalah and Slanty are always seen the first to come up during any sports event. The trend is followed by Jazz and other providers of products and services.

DEMAND FOR TOUR & TRAVEL AGENCIES

It is also worth mentioning that the demand for traveling agents is also on the rise. As per the recent news, Gerry's has made arrangements for providing visa service and traveling packages. However, there would certainly be others providing the same services in different packages.

ECONOMIC IMPORTANCE OF A MEGA EVENT

The huge sports events such as FIFA and the Cricket World Cup have a huge impact not just on the economies of their hosting countries, but also the economies of countries such as Pakistan where there is a huge presence of diehard sports fans. The World Cup being hosted by the West Indies would have a higher economic impact on the Caribbean economy than on any other country.

WORLD CUPS - HAT TRICKS

PLAYER

DISMISSED PLAYERS

COUNTRY

VENUE

DATE

C Sharma (India)

KR Rutherford bowled; IDS Smith bowled; EJ Chatfield bowled

India v New Zealand

Nagpur

31/10/1987

Saqlain Mushtaq(Pak)

HK Olonga st Moin Khan; AG Huckle st Moin Khan; M Mbangwa lbw

Pakistan v Zimbabwe

The Oval

11/06/1999

WPUJC Vaas (Srilanka)

Hannan Sarkar bowled; Mohammad Ashraful caught & bowled; Ehsanul Haque c Jayawardene

Sri Lanka v Bangladesh

Pietermaritzburg

14/02/2003

B Lee (Australia)

KO Otieno bowled; BJ Patel c Ponting; DO Obuya bowled

Australia v Kenya

Durban

15/03/2003

 


INNOVATIONS IN WORLD CUP 1992
  • Colored clothing with printed black names on the back of the jersey was introduced for the first time in the 1992 Cricket World Cup
  • The introduction of white ball
  • The fielding rules were refined allowing only two men outside the ring in the first 15 overs.
  • It was also the first World cup to have day/night matches.

For the first time, the teams were not divided into groups.