ITW Consulting Case P19014 | Ashish Gondane

Pitch:
We at ITW consulting are glad to be presented by an opportunity to work with Miyu. As
discussed, we have prepared a comprehensive marketing strategy with an appropriate budget
allocation as per the cap of INR 250 million, to ensure an increase in brand awareness,
impressions and purchase intention amongst the consumers. We are glad to inform you that
the budget plan gives you access to the prime sponsorship slots across all the limited-overs
formats. With our research and allocation, the budget presents an opportunity for Miyu, to be
a part of an IPL team as a team sponsor and also the title sponsor in T20s and ODIs, which
will help to increase the visibility and awareness of the brand. Title sponsorship is typically
the most prestigious class of sponsorship offered by event organizers and leave a mark
amongst the target segment and the competitors, too. Besides, Team sponsor for an IPL team
will ensure that the brand is memorable and relatable with an IPL team. Also, Miyu will get
access to the Media rights of Television and In-stadia. This would comprise of 10 slots of 10
seconds each for television and a high-exposure of 1 advertisement per 10 balls across
stadiums, which is capable of providing the maximum impressions. The continuous
campaigns of Miyu throughout the limited-overs’ season would ensure that the brand is
familiar again in the minds of the viewers. Moreover, the majority of the viewership (36%
out of 92 million) would be from the age group 15-30, which is primarily the target segment
of Miyu, too. This is a glimpse of the strategies we have planned as a part of the allocated
budget, and we are pretty sure Miyu can revive its brand awareness and can regain its lost
market share with its re-entry into the market, with these strategies.

Rationale:
 Cricket as a sport draws 712 million viewership, which accounts for a mammoth 93%
of sports viewership. Marquee tournaments such as ICC Cricket World Cup 2019
garnered a massive 545 million impressions overall. Also, our very own IPL has seen
63.8% viewership increase over the past four years.
 The cricket viewership impressions in India is growing at a CAGR of 35.04% and
hence is a lucrative opportunity to increase the awareness of a brand with an estimated
57 billion viewers in 2020.

Year Impressions in billion

2016 17
2017 23
ITW Consulting Case P19014 | Ashish Gondane

2018 31
2019 42
2020 57

 Since the brand, Miyu, aims to target and make an impression among the youth,
cricket seems a right incentive to make use of the opportunity as 36% of the
viewership falls under the age bracket of 15-30 years.
 45% of the viewers fall under NCCS-C classification, which is generally students or
professionals with average income. This will ensure that they would consider middle-
price range models.

The budget allocation of INR 25 crores is split across three formats, as mentioned below:

A. ODI 
(i) Media Rights 
Slot  Cost (INR)
TV 87,50,000
TV (DD Sports)  5,00,000
In-Stadia 32,50,000
(ii)Title Rights 
Slot  Cost (INR)
Title Sponsor  5,00,00,000

B. T20 
(i) Media Rights 
Slot  Cost (INR)
TV 1,06,00,000
TV (DD Sports) 5,00,000
In-Stadia 30,00,000
(ii)Title Rights 
Slot  Cost (INR)
Title Sponsor  6,00,00,000

C. IPL 
(i) Media Rights 
Slot  Cost (INR)
TV 1,35,00,000
In-Stadia 45,00,000
(ii)Title Rights 
Slot  Cost (INR)
Team Sponsor  9,50,00,000
   
TOTAL ₹ 24,96,00,000.00
ITW Consulting Case P19014 | Ashish Gondane

 The media rights were allocated for all the limited-overs cricket formats, and
tournament to address the issue of the consumers and retailers have forgotten about
the brand. The ongoing campaigns throughout the season would ensure that the
consumers can recollect the brand even after the season and would facilitate an
increase in brand awareness.
 Broadcasting ads through DD sports would ensure that the brand and its product is
well penetrated to all the parts of the country as the rural viewership accounts for 55%
and the product caters to the need of the segment in terms of mid-range pricing and
value offered.
 In-stadium advertising through digital ads, print media in terms of posters, balloons
and pamphlets, and goodies and merchandises powered by Miyu, will increase brand
awareness among the attendees in the stadium.
 Title sponsor will ensure that the company’s name will appear prominently before the
title of the series and every match. It will ensure that the brand name will always be
recited by the commentators, officials and viewers and can leave a memory for the
entire limited-overs season in the minds of the customers.
 Moreover, Title sponsorship is typically the most prestigious class of sponsorship
offered by event organizers and leave a mark amongst the competitors too.
 Team sponsor in IPL will ensure that the brand is inscribed on the jersey of an IPL
team, with assured confidence that the team will play a minimum of 14 matches to
leave an impression and impact. This will, in turn, ensure that the brand is memorable
and relatable to a particular IPL team. Moreover, since the team sponsorship range
from 2 crores to 15 crores, we have allocated 9.5 crores which is more than the
average to fetch a bid from a renowned IPL team who has a decent fan-following.

Pitching a bi-lateral series to brands catering to the female audience:

Go-To-Market Strategy:

Target Market: India

Target Industry: Apparel, FMCG, Gems and Jewellery, Watch, Personal Hygiene,
Cosmetics. Telecom
ITW Consulting Case P19014 | Ashish Gondane

Target Customers: Nykaa, BIBA, ZARA, Forever-21, Procter & Gamble (Ariel, Tide,
Whisper), RIO Heavy Flow Pads, Britannia, Tanishq, TBZ Garlands, Sonata, Titan Raga,
Maybelline, Lakme, Loreal, Airtel, Reliance, Vi.

Benefits: A high-voltage bilateral limited-overs contest between India and England will
provide a perfect opportunity for brands to market their products to a cumulative viewership
pool of 63 million (ODIs and T20s combined). The segment will mostly comprise of youth
(36%) in the age bracket of 15-30, who are mostly the ones with low switching costs and are
open to trying out new brands, and new products from their loyal brands. This provides the
brand with a perfect opportunity to build curiosity, impressions and awareness for their
products with relevant campaigns.

Positioning:

Upcoming India vs England series aims to collaborate with brands to portray the increasing
stature and empowerment of women in the society, which are otherwise thought as
commodities or simple individuals who only dream of getting married to someone their
families approve of. The viewers of these ads would be majorly (36% out of total 63 million)
be the youth segment in the age bracket of 15-30 and would serve as the target audience for
the brands. 48% of them would be the female audience, who are the most welcome to
changes in the society, as they are becoming more independent and are being given equal
stature as men.

Channels:

 Television
 In-stadia
 Digital Platforms

Mediums:

 Broadcasting
 Print-Advertisement
 Sponsorships and Rights

Pitch:
ITW Consulting Case P19014 | Ashish Gondane

India vs England series commencing from February 2021 is aiming to collaborate with
brands to portray the increasing stature and empowerment of women in the society, which are
otherwise thought as commodities or simple individuals who only dream of getting married
to someone their families approve of. The brands to be targeted would be from diverse
industries, catering primarily to a female audience and would be broadcasted through the
different channels right from TV to digital medium to in-stadium marketing. A high-voltage
bilateral limited-overs contest between India and England will provide a perfect opportunity
for brands to market their products to a cumulative viewership pool of 63 million (ODIs and
T20s combined). The segment will mostly comprise of youth (36%) in the age bracket of 15-
30, who are mostly the ones with low switching costs and are open to trying out new brands,
and new products from their loyal brands. The viewers of these ads would be majorly (36%
out of total 63 million) be the youth segment in the age bracket of 15-30 and would serve as
the target audience for the brands. 48% of them would be the female audience, who are the
most welcome to changes in society, as they are becoming more independent and are being
given equal stature as men. This provides the brand with a perfect opportunity to build
curiosity, impressions and awareness for their products with relevant campaigns. We look
forward to this high-voltage series .to be associated with your brand

Sample Ads:

Airtel: https://www.youtube.com/watch?v=T9BlI9nhqTE&ab_channel=airtelIndia

Titan: https://www.youtube.com/watch?
v=zXRobOjVI9s&feature=emb_logo&ab_channel=TitanWatches

Ariel: https://www.pgcareers.com/sharetheload-video