South Asian Business news and information

Major sports events around the world are a big platform for product marketing. With ICC World Cup Cricket 2007, various companies have started to give different offers to increase their product sales in India. According to a report published in money control.com, Yum Restaurants, owner of KFC in India has given two exclusive offers. I am quoting from the report:

KFC, owned by Yum! Restaurants International, for one has launched the `Yeh contest hai fixed', wherein each customer is assured a free dessert on buying its hot and crispy chicken along with a Pepsi. Besides, the customers get to participate in a lucky draw, where winners would be treated to a 10-day fully-paid trip to the West Indies coupled with exclusive tickets of the important Indian matches.

"The World Cup fever has gripped the nation and all of us would love to be there to see the action. So our promo offers customers a chance to be in the West Indies and cheer our `Men in Blue'," said Mr Arvind Mediratta, Chief Marketing Officer, Yum! Restaurants International (YRI). The company is also making use of below the line techniques to market the offer. YRI expects to see a boost of around 20 per cent in sales from its KFC brand of restaurants by the end of the offer on March 7.

The Cola giant, Pepsi, has always promoted their products during major cricket events in India. For World Cup 2007, Pepsi has launched their new product, Pepsi Gold. According to Ms Punita Lal, marketing executive of Pepsi, this new drink is their tribute to gold colored World Cup trophy. The company is also giving miniature replicas of the world cup trophy with its Pepsi Gold 600ml pet bottle. Gillette too has brought out their new Vector Plus Razor autographed by pace bowler, Irfan Pathan. The company has also arranged for a three week cricket tournament.

At present, games and sports have not remained just a source of entertainment rather big business. Large companies take the opportunity to display their products to hundreds and thousands of people during major international sports events. The ICC World Cup comes only once every four year. No company can resist such promotion opportunity.    

Related article:

money control.com