The first is undoubtedly what can be seen and felt – fractured infrastructure! As per a recent survey conducted by HVS Hospitality Services, only 69% of the 100 projects that were announced for the Games in 2007, have actually been launched. Similarly, only 53% of the proposed supply of 16,560 rooms that were to come up in the Delhi-NCR areas will be ready by October 2010. Thus for the CWG 2010, only 5,700 rooms will be made available – a shortfall of about 15,000 rooms! Of course, this presents great opportunities for the small and mid-sized hoteliers, as Peter J. Leitgeb, CEO & President, Claridges Hotels and Resorts, says, “Yes, we are also looking forward to CWG 2010 in a big way and why not when the Government has taken all necessary steps to ensure that private entities come forward. But again, I think marketers are getting too optimistic about the CWG 2010 event...”
The second issue is that of poor build-up of the brand ‘CWG 2010’. Although the CWG governing body has already raised $60 million by selling-out TV rights to the broadcasters in Australia & UK, the figure represents a minor poportion of even the $2.6 billion loan taken from the Government. Talking about this lackadasical approach to the branding of the whole event, Latika Khaneja, Director, College Sports Management, explains, “When a country promotes such a stately event, then the planning should be done in 5-6 years in advance, like it was done with the 2008 Beijing Olympics, when even the key store chains at streets were branded for the big event. Thus, you first build on the ‘event’ brand and only then can you expect corporates to be interested in it, as they would never desire any association with such a loss-making proposition. But in our country, the officials were/are just so engrossed in dealing with basic infrastructural issues that they have totally neglected the branding and marketing part of the event.”
All said and done, the grand event is finally just months away. But with just four official sponsors, shortage of hotel rooms (which of course is a case long lost), metro-rail construction still in progress and bureaucracy playing spoilsport, brand India Inc. will need to pull all its might into supporting the government efforts, if they really wish to take advantage of a fantastic opportunity. Yes, infrastructural and developmental delays can’t be simply wished away. But also cannot be ignored is the fact that if there is any state or city that can pull this mammoth event off, it is New Delhi. And truly, things just might work out in time. Our take: Godspeed Shera!
The second issue is that of poor build-up of the brand ‘CWG 2010’. Although the CWG governing body has already raised $60 million by selling-out TV rights to the broadcasters in Australia & UK, the figure represents a minor poportion of even the $2.6 billion loan taken from the Government. Talking about this lackadasical approach to the branding of the whole event, Latika Khaneja, Director, College Sports Management, explains, “When a country promotes such a stately event, then the planning should be done in 5-6 years in advance, like it was done with the 2008 Beijing Olympics, when even the key store chains at streets were branded for the big event. Thus, you first build on the ‘event’ brand and only then can you expect corporates to be interested in it, as they would never desire any association with such a loss-making proposition. But in our country, the officials were/are just so engrossed in dealing with basic infrastructural issues that they have totally neglected the branding and marketing part of the event.”
All said and done, the grand event is finally just months away. But with just four official sponsors, shortage of hotel rooms (which of course is a case long lost), metro-rail construction still in progress and bureaucracy playing spoilsport, brand India Inc. will need to pull all its might into supporting the government efforts, if they really wish to take advantage of a fantastic opportunity. Yes, infrastructural and developmental delays can’t be simply wished away. But also cannot be ignored is the fact that if there is any state or city that can pull this mammoth event off, it is New Delhi. And truly, things just might work out in time. Our take: Godspeed Shera!
For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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