 Administrator : BCCI

 Cricket Format :Twenty20

 Tournament Format : Double round-robin and Knockout

 Total participants : 8

 Chairman: Lalit Modi

 Official Website : www.Iplt20.com

 Owner of KKR = Shahrukh Khan

We wish to express our deep gradtitude to Prof. Debasis Brahma & Prof.
Dipankar Sarkar for acting as a guide and providing us with continuous
support and guidance. This report could not have been fully completed
without the inputs and the words of advice from his far which I shall always
remain grateful to him.

We wish our gratitude to our other faculity members

for taking keen interest in my project work and fine-tuning my efforts as and
when required.
S CONTENTS

.NO
1 INTRODUCTION OF

KOLKATA KNIGHT RIDERS

2 BRANDING STRATEGY OF PRODUCTS AND

COMPETITORS PRODUCTS

3 UNDERSTANDING CORE COMMUNICATION

PROPOSITION

& ADVERTISING CAMPAIGN OF THE PRODUCT

&

COMPETITORS PRODUCT

4 QUESTIONNAIRE
Kolkata Knight Riders (also referred to as KKR) is the franchise
representing Kolkata in the Indian Premier League, a Twenty20 cricket
tournament.

The team is led by Brendon McCullum, and coached by Matthew Mott.

Sourav Ganguly is the team's Icon Player.

The official theme of the team is Korbo, Lorbo, Jeetbo Re (Bengali for We will
do it, Fight for it, Win it) and the official colors are black and gold. As per the
study done by leading brand valuation companies, Kolkata Knight Riders
(KKR) are ranked the most valuable franchise brand at US$42.1million.

Celebrity co-owner Shah Rukh Khan’s hard-selling of the KKR brand has
counteracted the team’s poor on-field performance.
BLUE OCEAN STRATEGY
 Tomorrow’s leading companies will succeed not by battling
competitors, but by creating blue oceans of uncontested market space
ripe for growth.

 Blue Ocean Strategy provides a systematic approach to making the

competition irrelevant, by creating uncontested marketplace…………

 Blue Ocean Strategy was developed from a series of Harvard Business

Review articles in the late 1990s and early 2000’s and drawn together
in book form in 2005 by Professors W. Chan Kim and Renée
Mauborgne.

BLUE OCEAN STRATEGY – IMPERATIVES

 Globalization.
 Supply exceeding demand.
 Accelerated product life-cycles & obsolescence.
 Comodification of products.
 Learning curves getting saturated.
 Branding becoming more and more difficult.
 Increasing price-wars.
 Shrinking profit margins.
 Efficiency & effectiveness reaching a plateau

The Broadcasting Angle

 The BCCI created history when it sold television rights of this yet
untested format to Sony–World Sports consortium for US$1.02bn.
 However, of this US$1.02bn, US$108mn is to be spent by Sony on
promoting the event over the next 10 years. This brings down the
actual cost to US$918mn.
 Of this US$918mn, Sony has to pay US316mn for rights of
broadcasting for the first five years, and then pay US608mn – if this
format has been remunerative in the first five years.
 In the first year, payouts are not dependent on TRPs. However, TRPs
would drive payouts from the second year.
Sharukh Khan’s Kolkata Knight Riders (KKR), with a Brand Value of USD 22
Million tops the Brand Value Table, closely followed by Delhi Daredevils (USD
19M), Chennai Super Kings (USD 18M) and Mukesh Ambani’s Mumbai Indians
at USD 17 M. Last year’s winners Rajasthan Royals are at the bottom of the
table with a value of USD 10 M.

Further explaining the rationale and methodology, the CEO of MTI Consulting
Hilmy Cader says “Brand values are a reflection of a brand’s ability to
generate future income. It is a forward looking study that uses
historic performance and future trends to predict future activity.
2008 publicly available sales data was gathered for each franchise.
To determine the strength of the brands, each brand was scored on
a series attributes that underpin the power and reach of the each
brand. These attributes are a mixture of hard measures and soft
measures of brand strength sourced from publically available
information and from a qualitative panel of cricket fans from each
test playing nation. Using this data, each brand was then valued
using the relief-from-royalty methodology".

As for kolkata Knight Riders their marketing was largely responsible for the
good brand image in the 1st edition of the IPL.Kolkata being a city so rich
in culture,the people are extreamly fond of sports,and arts.as a result when
the two united with theire favourite son Saurav Ganguly and superstar
Shahrukh Khan,the emotional impact created a brand that became a
household name.The KKR management used a very simple yet effective
branding strategy.
They knew that their target market is west bengal,and the branding was
aimed towards the people of that region.The team slogan "KORBO LORBO
JITBO RE" was the team moto which was authentic, traditional, and had a
touch of bengal in it.The line is extreamly catchy and came out of the mouth
of every cricket lover in bengal.

"DADA" came to the forfront again,was made the captain of the side in the
1st edition of the tournament.With this move the interest grew and love for
KKR as a brand increased.Furthur the different roadshows and competitons
held among fans of KKR offering the winner thye chance to meet his or her
favourite star was a interesting branding startegy.Cricket before this was
generaly considered a mans sport,but with SRK coming into the picture and
the brand positioning that happened everyone from a kid to a grandmother
became a part of the KKR fanclub.

The other teams like the Rajasthan Royals, Chennai Super Kings,& Delhi Dare
Devils could not brand their product like KKR but went ahead as far as brand
image was concerned,because the won matches and put up a good show.In
the 2nd edition of IPL saw various problems in management which affected
the team and the image right now has gone down quite a bit.
The advertising campaign for the KKR team was top notch,and one has to
give commendable applause to Shahrukh khan and his marketing team for
putting up a great show.
They where the only team in the 1st edition to make profits,and this was
largely due to the marketing efforts.

Appart from the various promotional activies and branding strategies used
by the management,the advertising was also of great calibre.

We will in short go through some of the advertising undergone by them and

state the core communication proposition that they wanted to establish
through their ad-campaign.

Gearing up for the second season of the Twenty-20 cricket extravaganza,

the Indian Premier League (IPL), Coca-Cola India and Kolkata Knight Riders
(KKR) have announced their partnership, where Coca-Cola India will join
forces with Kolkata Knight Riders as an associate sponsor and ‘official
pouring partner’ of KKR. The company will get branding rights for Sprite on
players’ apparel (leading arm) as well as on the helmet.
According to Venkatesh Kini, VP-Marketing, Coca-Cola India,
“Twenty20 cricket is clearly a growing passion with today’s youth.

The success of IPL 2008 has taken the game to a new high.
It provides Coca-Cola India with a very exciting platform to connect with all
its consumers.
We are happy to bat with Kolkata Knight Riders as an associate sponsor and
pouring partner.
Our entire association with KKR has been conceptualised in an exciting and
engaging manner, in keeping with both KKR and brand Sprite’s positioning –
‘Seedhi Baat, No Bakwaas… Clear Hai!’.”

• Brand Sprite’s 360 Degree Integrated Communication

Plans:

An extensive 360-degree communication programme will be rolled out

to excite and engage Sprite consumers and KKR fans. The initiative will
leverage mass-media and digital platforms as well as in-stadia and in-market
activation.

• To launch its latest communication initiative

featuring Shahrukh Khan and Saurav Ganguly;

i) All part of its IPL strategy to build a stronger connect with the youth,
who prefer Sprite simply because of its unmatched thirst quenching
ability and its refreshingly honest attitude- now that’s ‘Seedhi
Baat, No Bakwaas, Clear Hai?!’
ii) 360 degree communication effort not only includes mass media but
also leveraging Out-Of-Home (OOH) media through special location
specific creatives, featuring other team players of Kolkata Knight
Riders (KKR) – Ishant Sharma, Brendon McCullum along with Sourav
Ganguly
iii) Latest communication conceptualized by the team at Ogilvy &
Mather led by Ajay Gahlaut, directed by Deven Munjal of Red Chilies
Entertainment
iv) In-addition, Sprite in partnerships with Nokia has also launched a
“Para” (neighborhood) cricket series in Kolkata- plans to send 11
cricketers of the winning Para to South Africa to cheer for KKR
 v) As an “Associate Sponsor and Official Pouring Partner”, Sprite to get
branding, promotion and pouring rights for the Kolkata Knight
Riders (KKR), one of eight teams participating in the Indian Premier
League.

Jay Mehta, Co-Owner, Kolkata Knight Riders, said, “ From the time of
its inception last year, Kolkata Knight Riders has far exceeded the
expectation of competitors and compatriots in terms of our fan
following and the success of our brand and business. With Sprite
now on board as associate sponsor and official pouring partner, I am
confident we will together provide more enhanced experiences to
our fans and consumers, making the second season of IPL 2009 all
the more action-packed and exciting. ”

There where many more sponsors through which campaigning was carried
out. NOKIA has announced its association with Shah Rukh Khan

" Indian Premier League (IPL) Team,Kolkata Knight Riders,by

becoming its Presenting Sponsor."

Nokia also came up with exclusive 'Nokia 2 Hot 2 cool’ album which
features five exclusive songs composed for the team by India’s leading
music artists, company sources today said.

Nokia and SRK have additionally come up with a consumer contest titled
'Millan of the Villains", aimed at creating platforms for consumers.

The contest would also give people an opportunity of engaging in an online

dialogue with Shah Rukh on the Kolkata Knight Riders, IPL and his
association with Nokia, the sources said.

Kolkata Knight Riders may be struggling at the bottom in the second season
of Indian Premier League, but in terms of brand value it is the richest team of
the twenty-twenty cricket tournament, whose collective valuation has been
now pegged at US$ two billion.
At the same time, Rajasthan Royals, partly owned by another Bollywood star
Shilpa Shetty, has emerged as the best team in terms of return on
investment, although it is ranked third in terms of brand value.

The valuation exercise of the entire IPL franchise, along with the individual
teams, have been conducted by UK-based international brand valuation
consultancy Brand Finance Plc.

"The entire enterprise is valued at US$2.01 billion," Brand Finance

said, adding, its methodology took into account various revenue lines such
as broadcasting, IPL sponsorship, team sponsorship, merchandising and gate
receipts as well as the effect of performance, the catchment population of
the city, the capacity of the stadium and the presence of iconic players.

Among the eight teams,

• KKR has been ranked as the most valued with a brand value of
US$42.1 million,

followed by -
• Mumbai Indians (US$41.6 million),

• Rajasthan Royals (US$39.5 million),

• Chennai Super Kings (US$39.4 million),

• Delhi Daredevils (US$39.2 million),

• Royal Challengers Bangalore (US$37.4 million),

 • Kings X1 Punjab (US$36.3 million) and

• Hyderabad Deccan Chargers (US$34.8 million).

In terms of franchise fees,

• Mumbai Indians is the most expensive team (US$111.9

million),
followed by
• Vijay Mallya-owned Royal Challengers (US$111.6 million),

• Deccan Chargers (US$107 million),

• Chennai Super Kings (US$91 million),

• Delhi Daredevils (US$84 million),

• Kings X1 (US$76 million),

• KKR (US$75.1 million)

and
 • Rajasthan Royals (US$67 million).

"Despite propping up the bottom of this year’s edition of the IPL

taking place in South Africa, the Kolkata Knight Riders are the most
valuable franchise brand at US$42.1 million. Celebrity co-owner
Shah Rukh Khan’s hard-selling of the KKR brand has counteracted
the team’s poor on-field performance,"- Brand Finance said.

At the same time, Rajasthan Royal’s brand value of US$39.5 million at

59 per cent of its franchise fee of US$67 million, makes the reigning
champions IPL ’s most profitable investment.

"When determining our brand ratings we have paid particular

attention the ability of the franchises to generate advertising
revenue, as well as the potential size of their support base.
Rajasthan and Kolkata scored highly in these respective measures,"
Brand Finance’s sports analyst Alexander Bird said.
In terms of sponsors Mumbai Indians can boast of having
the maximum number as many as 11 of them -- Master
Card, Idea, Royal Stag, Pepsi, Adidas, Zandu Balm,
Gitanjali Jewellers, Red FM, Orbit, Luminous and
Kingfisher.While Shah Rukh Khan’s Kolkata Knight Riders
has 10 sponsors -- Nokia, Star Plus, Sprite, Reebok,
TagHeuer, Belmonte, Gitanjali, Wrigleys Orbit, BILT and
Planet M.

Meanwhile, Rajasthan Royals, though has the support of bollywood star

Shilpa Shetty and is owned by Emerging India has only three sponsors --
Kingfisher, Boost and Puma.Preity Zinta’s team Kings XI Punjab has sponsors
like --Emirates, Gulf Oil, netlinkblue, Dabur, Apeejay Group, Wrigleys and
Reebok.

Ultimatly the communication proposition was

 "KORBO LORBO JITBO RE "

that the team wanted to achieve. It meant to put up a heartfull

fight to win and we surely can win.

Depending on the customer survey of 1000 peoples in Kolkata.

 FIRST
STEP
1) Sample Survey: =

Area-Behala & Salt Lake(Kolkata)

Size - 1000 peoples.

SECOND
STEP

1) Sources of data: =

Survey techniques (internet & in public places)

Third step

1) Tool of data collection:=

Questioner survey
TYPES OF QUESTIONS:

OPEN ENDED:

They give the respondents complete freedom to decide the form , length and detail
of the answer. Open questions are preferred when the researchers is interested in
knowing what is upper most in the mind of respondents.

DICHOTOMOUS:

This type of questions have only two type of answer, yes or no. true or false etc.

MULTIPLE CHOICE QUESTIONS:

In the case of multiple choice question the respondents is offered two or more
choices. The researcher exhausts all the possible choices and the respondent has to
indicate which one is applicable in this case.

DATA ANALYSIS AND INTERPRETATION

After the data collection, it was compiled, classified and tabulated manually and
with help of computer. Then the task of drawing inferences was accomplished with
the help of percentage and graphic method. Different suggestions given by me to
the Company after analyzing the views of every respondent are also given in the
report.

Keeping in mind the objectives of the study, the survey was being done and
following interpretation was being drawn.

Questions :
1) DIFFERENCE BETWEEN KKR & OTHERS BY ADVERTISING
APPEAL .

2) What were the reason for choosing KKR - IPL team?

3) Do you think KKR can perform better if they concentrate on

their performance rather than investing time by doing the
advertisement ?

4) Team selection is appropriate or not ?

5) Is Coach successful in making strategies ?

1. DIFFERENCE BETWEEN KKR & OTHERS BY ADVERTISING

APPEAL .
 K
others
K
O
0
1
2
3
4
5
6
K
T
%
0
K
R
H
%
R
,
E
R
5
S
,7
%
4
3
%

2. What were the reason for choosing KKR - IPL team?

Ans:

S.NO. PARTICULARS NUMBE %AGE

R
A Bollywood Badshah SRK is the 50 36%
owner of KKR
B Best Players are in KKR 20 14%
C Brand image of KKR 10 7%
D Advertisement of KKR 60 43%
3. Do you think KKR can perform better if they concentrate on their
performance rather than investing time by doing the
advertisement ?

Ans:

46 % says : yes
30% says : Not sure
24 says: No

4. Team selection is appropriate or not ?

Ans:

39% = Yes
31% = Can not say
30% = No

5. Is Coach successful in making strategies ?

Ans:

45% = yes
55% = no
So it is the final conclusion that Kolkata Knight Riders need a
change in their strategy of playing. They need a good coach &
also the players need more practice.

BIBLIOGRAPHY

• www.google.com
• www.orkut.com
• www.Iplt20.com
• www.yahoo.com
• www.rediffmail.com
• www.indiatimes.com
• www.kkr.in
• www.business-standard.com

and Business World Magazine etc.