Vertigo - 1. What to be Branded? This is a special case of...

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1 | P a g e 1. What to be Branded? This is a special case of branding since sports’ marketing has become highly sophisticated in recent years. Cricket is no longer only a game rather this world cup tournament has secured its place in the top most category of the entertainment industry. ICC World Cup 2011 is going to be organized jointly in India, Bangladesh and Srilanka. They will host 29, 8 and 12 matches respectively starting from 19 th February to 2 nd April.
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2 | P a g e Among the 8 matches of Bangladesh, 6 matches will be took place in Sher-E-Bangla Stadium , Mirpur, Dhaka and 2 in Zahur Ahmed Chowdhury Stadium , Chittagong. Alongside, Bangladesh has got the title to arrange the opening ceremony of the tournament on 17 th February which is planned to be in Bangabandhu National Stadium , Dhaka. From Bangladesh perspective, Bangladesh Cricket Board (BCB) will run a campaign with a view to branding all those matches, opening ceremony, the concerned venues, Bangladesh Cricket and in a sense the overall country. Schedule: Saturday 19 Feb Bangladesh v India, Dhaka Friday 25 Feb Bangladesh v Ireland, Dhaka Friday 4 Mar Bangladesh v West Indies, Dhaka Friday 11 Mar Bangladesh v England, Chittagong Monday 14 Mar Bangladesh v Netherlands, Chittagong Saturday 19 Mar Bangladesh v South Africa, Dhaka Wednesday 23 Mar First quarter-final, Dhaka Friday 25 Mar Third quarter-final, Dhaka Sher-E-Bangla Stadium, Mirpur, Dhaka Zahur Ahmed Chowdhury Stadium, Chittagong (Seating Capacity: 25,000)
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3 | P a g e 2. Branding Objectives I. To meet the ticket sales target of every matches II. Maximizing revenue generation through franchising, co branding, event marketing, advertising, online marketing and so on III. Creating a positive brand image, expanding the breadth and depth of brand awareness, eliciting favorable customer responses and developing a good relationship between them and Bangladesh Cricket as well as BCB IV. Exploiting Bangladesh tourism, private sectors of other industries and give the national economy a boost up utilizing the opportunity of hosting this prestigious tournament- ICC Cricket World Cup 2011 V. Change the wrong attitude toward Bangladesh and establish the country as the darling child of nature in the minds of target markets
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4 | P a g e 3. Strategic Brand Management Process 3.1 Identifying and Establishing Brand Positioning and value Brand positioning is at the heart of the marketing strategy since any brand management process begins with determining what it is to present and how it should be positioned with respect to competitors. Deciding on the positioning requires BCB to determine the target market, nature of competition and points of parity and points of difference associations.
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5 | P a g e 3.1.1 Target Market BCB will go for both internal and external branding. Within the country, the entire market will be targeted since the whole nation have gone cricket crazy. Moreover, this is the first ever opportunity for the Bangladeshis to enjoy the world cup cricket at home ground. In the global arena England, South Africa, West Indies, Ireland, India, and Netherland will be the
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This note was uploaded on 11/13/2010 for the course MARKETING 411 taught by Professor Dr.serajulislam during the Spring '10 term at University of Dhaka.

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Vertigo - 1. What to be Branded? This is a special case of...

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