The souvenirs come in the form of
Reebok soccer balls, Adidas T-Shirts,
Kodak cameras, LG DVD players. A person
who gets a scratch card with the number
five on it gets a soccer ball and
a T-Shirt. "In these parts of
the country a soccer promotion works
better than cricket. They follow closely
the performances of their favourite
teams and the write ups that players
reason why we are not doing a nationwide
promotion around soccer is that different
markets have different priorities.
In the North we are pushing ACs. In
the West we will be doing a push to
coincide with Ganesh Chaturthi in
August. We realise that soccer is
a niche sport. Also the one time that
we can do a promotion is when the
World Cup is held. The other football
leagues are not as effective in terms
of promotional activities to create
awareness. We have earmarked a 50
million budget on this soccer promotion"
adds that cricket is very different
in terms how one can use it. After
all each event that the Indian cricket
team plays in is an effective marketing
platform. Promotions around cricket
needless to say are not restricted
to the World Cup.
back to the Golden Boot Offer
LG deliberately did not go in for
a contest kind of an initiative as
it wants to make its promotion as
simple as possible. Besides with the
Golden Boot Offer being done
everybody is a winner as nobody goes
home empty handed.
LG is also hoping that the soccer
World Cup will boost sales of the
different products in its television
line up. It is not looking to push
any kind of television set in particular.
Tiwari also mentions the home theatre
systems that he feels people will
buy for a more fuller experience at
home. LG will be using local newspapers
and television channels to create
awareness about its offer.
the promotional activities will not
have any celebrities. Right now LG
is not looking at doing cross promotional
activities with any other firms around
football. LG is also focussing on
its showrooms as in improving the
displays and also educating its personnel
on the nuances of the different products.