Firms set to cash in on ICC Cricket World Cup 2011

With less than 35 days to go for the ICC Cricket World Cup 2011, brands and retailers are gearing up to boost their sales as well as promote their brands through the launch of a series of cricket-related merchandise and products.

The sports merchandise market in India is currently pegged at around Rs. 2,525 crore, of which 45 per cent is sports apparel market. The total market is expected to grow at an annual rate of 13 per cent to reach Rs. 12,000 crore by 2020.

So, apart from increasing their ad- spends companies are trying to engage with consumers by launching products with the World Cup theme.

Right from PepsiCo to watchmaker Timex and retail chains like Big Bazaar, all are trying to cash in on the cricket mania.

PepsiCo has launched six flavours called ‘ Lays Flavour World Cup 2011’ of its snack brand, Lays, based on the tastes popular with the six participating nations — Australia’s Herb• Lime, South Africa’s Peri Peri Sauce, Sri Lanka’s Sweet Onion Sauce, England’s Grilled Cheese, West Indies’ Hot & Sweet Chilli and India’s Magic Masala.

“ Cricket is the most important sports for Indians. By launching these World Cup special flavours, apart from boosting sales, we feel we will be able to engage our consumers in a better way,” Vidur Vyas, marketing director, PepsiCo Foods India, said.

Every day, one lucky winner would get a chance to walk with the captains in the ICC Cricket World Cup. Also, buyers stand a chance to win mobile phones every hour and home theatre systems every twelve hours.

Retail chain Big Bazaar, the official merchandiser for the World Cup, has launched specially designed cricket merchandise for men, ladies and children. The range includes sports tees, active dry tees, track pants, shorts, sweatshirts, caps, head bands and more . The range starts from Rs. 199 onwards. It has also launched a range of personal care products like apparel, toothpastes and soaps through its Sach brand — inspired by Sachin Tendulkar.

The firm expects the special marketing initiative to boost its sales by 10 per cent. The world’s third largest watchmaker, Timex, which is the official product licensee for the ICC World Cup 2011, has launched the exclusive ICC World Cup 2011 watch collection.

The new ICC Cricket World Cup 2011 collection is designed by Giorgio Galli. These watches fall within the price range of Rs. 1,400- 6,000. The companies feel that these special initiatives will help build their brands and help them connect with their consumers in a better way.