Product And Brand Management Assignment

Shraddha Pawaskar MSM 2 B 83

REBRANDING THE PREMIER HOCKEY LEAGUE

Rebranding is the creation of a new look and feel for an established product or
company. The usual goal of rebranding is to influence a customer's perception
about a product or service or the company overall by revitalizing the Brand and
making it seem more modern and relevant to the customer's needs.

Rebranding to increase the viewership in the matches So Taking the Match

Technology and Match viewership in the mind what rebranding can br done

So the print media was not able to play much role in the league the matches were
getting over very late. So they need to plan to have the starting time of matches at 7
pm to facilitate better print media coverage. As the print media also plays a very
important role in the sports.

Many sports fans are no longer interested in the game alone they crave the kind of
exclusive and shareable experiences that can be amplified by technology. Sports
organizations could grow stadium attendance by using immersive technologies such
as augmented and virtual reality to create an intensely exciting viewing experience.
They can also increase engagement by leveraging loyalty and customer relationship
management data to tailor experiences to individual fan preferences. In match the
can try various kinds of fan activity and fan engagement. Technology will play a
larger role than ever in the lives of fans, opening the way for sports organizations to
create new, innovative customer experiences. Partnering with broadcasters and new
distribution platforms can give fans the experiences they want, and capture
viewership across multiple devices, including mobile. Fans are interacting with media
audio consumption, TV viewership, and application usage increased across the
board

So Fantasy sports platforms like Dream11, MyTeam11, My11Circle, Mobile Premier

League (MPL) and so on, such apps can play an important role in driving popularity
and awareness of lesser-known teams and niche sports as users get emotionally
invested in random matches played in far-flung corners of the world. So the fantasy
will play a big role in this.
To Rebrand the league so that we can Attract the cream of European, Australian
and other players, without disrupting their own domestic leagues

The European and Australian players have commitment to their teams and will come
to India if the timing of PHL and Australian/European league does not conflict. PHL
is the new kid on the block and unless it becomes highly successful, the European,
Australian and other players will not bolt from their leagues if there is a conflict in the
schedule. However, PHL needs European and Australian players to bring a change in
Indian hockey. Young Indian hockey players have to see these players up, close and
personal to observe their hockey skills, athleticism, discipline, professionalism and
importance to fitness regimen. A six week stint with these players should open the
eyes of the young Indian players and give them role models to emulate rather than
what they learn from many senior Indian hockey players. There are Indian players
who are good role models but they are very few. The under-16-year old hockey
players in India will learn new techniques by watching the European, Australian and
other players perform in India.

One Rebranding need to be done  a month long hockey period can be increased

might not be good enough for fans to develop loyalty to a club I believe that teams
should be city/region based. One possible solution to deal with teams like Indian
Airlines etc. is that they sponsor/own a team but the players should not necessarily
be employees of that company. This means that players can make the decision to
leave/stay as they wish. For example, if a police officer proves to be a good hockey
player also and gets a good offer from somewhere else, he has to make a decision
as to whether he wants to remain a cop and play hockey vs. playing hockey full time.
having a draft will also improve the skills of scouts and talent assessors. So this
might be beneficial in the long run

The teams in PHL must be run as a business and should be located in markets
where they can become commercially successful. If the best locations for the teams
are Mumbai, Chennai, Delhi, Kolkata, Hyderabad, Bangalore, Amritsar, Lucknow and
some other metropolitan cities in India, so be it. The bigger cities are more likely to
have (or install) proper hockey stadium with the right kind of turf and flood-lights.
The PHL organizing committee and the team owners must decide on the locations
after reviewing the market and availability of (or ability to build) stadiums.

The PHL and the teams must involve themselves in promoting hockey beyond the
home sites of the teams. Here are some suggestions how they can get involved:

- The PHL teams can play friendly matches with local teams in the hockey hotbeds
of India to market themselves, make new fans, and promote hockey.
- The PHL teams can organize coaching clinics in different parts of India.
- The players and coaches can be guests at junior hockey tournaments and interact
with the junior players.
- The coaches and players must visit schools and colleges that have good hockey
teams and interact with their players.

The PHL has to evolve over time. The number of teams will depend on how many
lighted hockey stadiums Indian cities have. Ultimately a 10-team format will be better
than the present 5-team set up. However, a 10-team format will require greater
participation of foreign players otherwise the standard of play will suffer. The idea is
to have top class international hockey flavor in PHL.

The PHL was poorly organized and it resulted in lack of participation of players from
Australia, New Zealand, Europe, South America and Korea. These players will come
to PHL if the timing is right and the team formation is done correctly.

These teams should be run like businesses with little or no interference from IHF but
have a set of rules laid down and implemented by a committee. These teams should
develop their fan base and loyalty, and play on a domestic Indian Hockey Tour. The
number of teams in each Tier can be increased as more teams reach that standard.