How Zero marketing can revive Indian hockey

You don't need a marketing genius to plot how hockey can come up to cricket's stature in India. For that matter, pin no credit to anyone in the cricket administration team (read BCCI) for cricket's supremacy as a sport in India.

The only reason why cricket is what it is, despite being one of the most boring of sports, is 'cause that's one game at which we are 'world-beaters', never mind the 'world' being just a few countries.

Want a resurgence in hockey? Get India to win!

Sure, that's a tall order considering yesterday's Olympic qualifier debacle. But its not impossible. Can the guys who manage the sport. Get in foreign coaches. Revamp the admin. team. Build astro-turfs for players to play and practice on. Bring in something akin to Corporate governance.

Again, an initial investment is needed. Well, its worth it, if that can propel India to become world beaters. If that happens, watch the moolah roll in. No marketing whiz-kids needed.

Comments

s4ur4bh said…
Hi Prof. Titus,

I am mostly a silent reader of your blog and agree to most of the things that you say. However today I disagree with you.

I dont think getting more facilities and making the game professional will help the status of Hockey in India.

I think there are two huge variables in making something a mass phenomenon.

1. The network effect coupled with a feedback loop: Most people (including media) talk about the game because most people want to hear about it. And more people want to hear about it as everyone else around them is talking about it. No one wants to be left behind. Over a period of time, this network effect gets a positive feedback loop and suddenly you have a mass hysteria for something. In our case, cricket.

2. Experience: Most of the current fans of Cricket have grown up playing the game in the gullys, homes, schools etc. Most of the people have fond memories of the game and somewhere or the other they relate to the game and hence the following.

Am sure there are other things also. Please share.

Regards,
SG

P.S.: Posting this on my blog as well.

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