AGENDA

• Introduction
• SA + SWOT
• Key Messages
• Marketing Plan
• Timeline
Introduction
 Major Teams: Pakistan, Islamabad United, Pakistan U 19.
Playing Role: Right handed batsman
Accomplishments: Pakistan U-19 Captain in 2012, Pakistan’s
highest scorer in 2010 and 2012 U-19 World Cups, Highest runs
after 25 innings and Second quickest to score 5 ODI tons.

Headquartered in Sialkot, Punjab.

Manufactures and exports sporting goods.
CA Sports have been the official kit sponsor of Pakistan National
Cricket Team.
SA + SWOT Analysis
 Situational Analysis:
Environment
• Revival of Cricket in Pakistan (World XI, Sri-Lanka, West Indies,
Champions Trophy e.t.c)
• Increase in Popularity of Cricket World Wide
- Day/Night Test Match
- T-10 Cricket League
- Multiple T-20 Leagues
• Upcoming Cricket Season (T-10 league, NZ-Tour PSL 3)
 Situational Analysis:
Competition
• Pakistani goods have a positive rapport in the industry
• CA is one of the leading sports manufacturers in Pakistan
• Competitive Market: HS Sports, Ihsan Sports, BS Sports, MB
Malik
• Seasonal Market
• Niche Market for professional Cricket equipment
 The Right Fit!
CA Sports Babar Azam
Top quality brand Top quality player
Reliable Reliable and Responsible
(Vice Captain ODI Team)
International presence International presence (Plays all
3 formats, CPL, BPL etc)
From Timber to Sixer! Similar story of consistent hard
work
A Recognized name Very popular within the
Cricketing world
S.W.O.T Analysis
Strengths
CA Sports
Weaknesses
CA Sports
• CA is a popular brand.
• Professional Hard-ball bats are expensive
• One of the leaders in Pakistan
• Seasonal Market
• Synonymous with Good Quality and
Reliability • Low Social Media presence
• Internationally Recognized
Babar Azam
Babar Azam • Currently poor form
• Babar Azam is the new batting • Comparatively low P.R and Social Media Presence
sensation of Pakistan
• Not an International Icon like Shahid Afridi
• Very popular with and inspiring for the
youth – same age group
• Image: Good clean, Reliable, Calm and
Technical batsman
• Multiple Records to his name
• Decent Social Media Following
S.W.O.T Analysis
Opportunities
CA Sports
• To expand into a complete line of
apparel and equipment exclusive to
Babar Azam eg: Jordans, The Rock etc
• Can launch a similar series in
conventional tape-ball bats and
equipment
Threats
CA Sports
• Multiple Competitors adopting similar campaigns
• Law and order situation can reduce/affect cricket
within Pakistan
• This can hamper exports of goods as well

Babar Azam
Babar Azam
• Other rising stars (Fakhar Zamman, Hasan Ali,
• To be one of the greatest batsmen in Shahdab Khan etc)
the world
• Possibility of; Injury, loss of form, controversies
• Might become Team Captain in the
future
Marketing Plan
Clean Bowled
• Khel ke jeeto

• Set up an artificial pitch in

Dolman mall Karachi and
Emporium mall Lahore.
• Cricketing friends
• Official Launch event for
the Regal Series.

• Regal Bat
 Sport Shops
• High end • Low end

- Bats -Shirts
- Cricket Kit -Selective cricket gear
- Shirts
 Flyers

Bat
Shirt Shirts

In-Store
High End Marketing Low end

Selective
Kit Cricket Gear
Posters

SeparateCollection
Display 14
 Regal ka Pakistan
• Create a 16-foot long Regal Collection cricket bat that will tour across key cities in Pakistan.
• celebrities and cricketing legends will sign the bat.
• Olympic torch Inspired strategy

Clean Bowled
Item Qty Total
Pitch + Stall 2 2.5 million
Rent Emporium Mall 1 0.7 million
Rent Dolman Mall 1 0.9 million
Guest Appearance fee 1.5 Million
Merchandise Giveaway 0.4 Million
Media Coverage 1.0 Million
Total 7.0 Million
Sport Shop Advertisement
Item Qty Total
Separate Collection Display 15-25 1.5 million
Flyers+Posters 500 0.5
Total 2.0 million
Regal ka Pakistan
Item Qty Total
Bat Cost 1 1.5 million
Operational Costs 0.8 Million
Guest Appearance 1.5 Million
Media Coverage 1.0 Million
Total 4.8 million
Total Campaign Cost 13.8 million
 SOCIAL MEDIA
15 OCT – 30 DEC JAN - FEB FEB - APRIL

Merchandise Reveal Key to Success PSL and Beyond

Introducing the product Creating Pre-PSL hype Creating a lasting brand image

Individual product posters Posters – player stats + product Trending Hashtags

Platforms of Communication

GIFs

GIF
Special offer posters
+ match performance posters

Complete Collection Video

+ Bat Reveal Video Complete Collection Video

Budget: 0.7 million Budget: 0.5 million Budget: 1 million

 SOCIAL MEDIA

SOCIAL MEDIA BUDGET

Product Reveal
Item Qty Total
Individual Product Posters + GIFs 6-8 0.4 million
Video 2 0.3 million
Total 0.7 million
Key to Success
Item Qty Total
Player stats + Product Posters 6-8 0.5 million
Total 0.5 million
PSL and Beyond
Item Qty Total
Special offer posters
13-15 1 million
+ match performance posters
Total 1 million
Total Campaign Cost 2.3 million
Timeline