5’s STROKES INTO ACTION-PREMIER FUTSAL!

There was a time when Football fans in India rarely got to see internationally acclaimed stars in a flesh. A few brands would now and then bring in stars in their twilight years or long retired for charity work or on a few selected brand activities. But the nation waited and waited to see the best play in Indian soil.

 In the last decade, all that changed very quickly. The Indian Super League opened the gates of international football magic in India by bringing retired football legends such as Alessandro Del Piero,Marco Materazzi, Luis Garcia, Roberto Carlos, Elano Blumer and even coaches like Zico which changed the picture of Indian Football all together. India thereby witnessed the opportunities present with another sport other than the Gentleman’s GAME-“Cricket”!!

PREMIER FUTSAL

Some smart champs made really good use of this opportunity buy introducing PREMIER FUTSAL in India!!! 

premier futasl

Luis Figo the former Portuguese & world player of the year introduced shorter 5-a-side variant of indoor soccer in India, where the crowd was exposed to legendary Manchester United stars like Paul Scholes and Ryan Giggs  who displayed their artistry along with superstars Ronaldinho, Salgado and Falcao. Premier Futsal thereby identified their customers and started off by introducing teams correspondingly in those areas which has a die-hard addiction towards football.

 

group of futsal

VIRAT KOHLI AS AMBASSADORvirat kohi

India is a country where cricket is their religion and few players are their God. Considering this as their best possible way to penetrate into the minds of the people, Figo along with his Indian business entrepreneurs  made an excellent strategic move by making Virat Kohli as brand ambassador,who is the heartthrob of the Indian crowd.With his entry, Futsal in India climbed up the ladder way to fast.

By now consumers have been divided into two;

People who are glued in front of the screen and others who can’t resist themselves from watching it in the stadium and cheering for their superstars and team.The craze for futsal has become so restless that even employees sit glued to their laptops or even prefer to take a day off to watch the match-can’t imagine the growth of hard core futsal fans in India. The fascinating part about these fans is that once they develop their love for any sport, they commit to it loyally keeping time aside and often expend at least a little, if not a lot, to watch and support their team (Dragoș Adrian,2015).

RAPPING WITH THE LEGEND(Sensation and Perception)

The fan’s love for Virat made them taste soccer and just to add a bit more flavor to the taste, two time Oscar winner A.R Rahman composed the anthem” Naam Hai Futsal” which made the mob go wild. AR Rahman was a bit worried if Virat Kohli would be good in his melody as he is good with is bat but fortunately he ended up being one big multi talented person. Such original music will enhance long lasting impressions, enrich brand experience and improve the perception among consumers. (Schnipper, 2010).  Listening to this has spawned inconceivable frenzy among Indians bringing even the laziest to tap the floor.

LINKING PREMIER FUTSAL WITH THEORY:

In relation to theory, this relates to Classical conditioning by Pavlov.In brief,Classical conditioning can be defined as a kind of response{Learning and Memory} elicited by humans on exposure to any form of stimuli{Unconditioned or Neutral}(,2008).

Logos might not elicit drool but consumers tend to learn and associate these fairly similar looking symbols among other unique brands(Iacobucci,2014)

-Futsal could be stored in consumer’s memory through their brand association and logo(neutral stimuli) which marketers do to facilitate retention of the growing crowd.

logopremier-futsal3

 

– Celebrity endorsement has become a major shine in regards to Futsal. Indian Cricketer Virat kohli( Unconditioned Stimuli) being the brand ambassador leaves a mark on learning and memory and has made thousands of followers towards futsal.

-The best part about having a celebrity as a brand ambassador especially related to sport is because their opinions will be considered genuine through their winning personalities and will foster a sense of trust among the target audience.

– In India with regard to sports, cricket players are the biggest source of influence to the crowd.(Garima Malik, Abhinav Guptha,2014). Therefore, the first thing any Indian would know about futsal in India is Virat kohli and Luis Figo.

At the moment, India is struck with futsal fever and has association with many franchisees countrywide.In my opinion the craze for futsal could also be improved by promoting advertisements and loyalty programs. They could conduct charity programs for the orphans in which they could draw a mass crowd towards them. They could team up with sports brands in India such as Adidas, Nike, reebok,puma etc. and promote their sport. In addition to that they could also inculcate futsal in clubs and training centers such that the growing Indians would expertise in this field. Achieving all of these, it won’t be long before futsal becomes the norm in the nation.

 

REFERENCES:

-The Indian Express,PTI,2016- Virat Kohli joins Premier Futsal football league as brand ambassador:http://indianexpress.com/article/sports/cricket/virat-kohli-joins-premier-futsal-football-league-as-brand-ambassador/

– Deccan Chronicle,2016-Premier Futsal: Virat Kohli to sing official anthem:http://www.deccanchronicle.com/sports/football/060616/premier-futsal-virat-kohli-to-sing-official-anthem.html

-F SPORTS,Manas Mithul,2016-  IPL, ISL, now futsal: Luis Figo kicks off his Indian adventure with Premier Futsal League:http://www.firstpost.com/sports/we-like-challenges-well-make-futsal-known-luis-figo-embarks-on-a-new-adventure-in-india-2714814.html

-The fascinating part about these fans is that once they develop their love for any sport, they commit to it loyally giving aside time and even put in cash to watch and support their team (Iftime Dragoș Adrian,2015, Sp Soc Int J Ph Ed Sp 2015 – Special Issue, Sport Consumer Behavior) http://eds.a.ebscohost.com.ezproxy-f.deakin.edu.au/eds/pdfviewer/pdfviewer?vid=2&sid=51f292ee-ea36-43fa-a502-e5e7c423216d@sessionmgr4010&hid=4203

-. Such original music will enhance long lasting impressions, enrich brand experience and improve the perception among consumers (Schnipper, 2010)- Khalid Ballouli and Gregg Bennett,2014New (Sound)Waves in Sport Marketing: Do Semantic Differences in Analogous Music Impact Shopping Behaviors of Sport Consumers? Volume 23 • Number 2 • 2014 • Sport Marketing Quarterly.http://eds.a.ebscohost.com/eds/pdfviewer/pdfviewer?sid=51f292ee-ea36-43fa-a502-e5e7c423216d%40sessionmgr4010&vid=6&hid=4203

-The best part about having a celebrity as a brand ambassador especially related to sport is because their opinions will be considered genuine through their winning personalities and will foster a sense of trust among the target audience. In India with regard to sports, cricket players are the are the biggest source of influence to the crowd. (Garima Malik, Abhinav Guptha,2014)-Impact of Celebrity Endorsements and Brand Mascots on Consumer Buying Behavior, JOURNAL OF GLOBAL MARKETING http://eds.a.ebscohost.com/eds/pdfviewer/pdfviewer?vid=8&sid=51f292ee-ea36-43fa-a502-e5e7c423216d%40sessionmgr4010&hid=4203

-IACOBUCCI, D. 2014. Marketing Management, Cengage Learning.

-http://www.simplypsychology.org/classical-conditioning.html

SONIKA JOSE

STUDENT ID:216039827

 

 

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