LAUNCH OF IPL TEAM

Group: 1a
Members:
Atul Saboo
Pankaj Agarwal
Ritesh Choudhury
Tarun Daga
Uma Balakrishnan
 AGENDA
• How effective were our marketing strategies?
à Assessment of Current Promotional Strategies
à Alternatives Available

à
• What is IPL all about?
•  Success Story of IPL
•  Success Story of Franchise Owners

•
• Why should we invest in IPL?
•  The IPL Revenue Flow
à Short Term Benefits
à Medium to Long Term Benefits
à Expected Operating Profit
•

• How can we best use this platform?

•  Marketing Tools
H O W E F F E C T IV E W E R E O U R
M A R K E T IN G S T R A T E G IE S ?
 ASSESSMENT OF CURRENT
PROMOTIONAL STRATEGIES
• STRATEGY 1:
•Eye-catching advertising that gets youth talking

•
• OBJECTIVE:
ØCatching the attention of target segment and
translating into sales
•
• WHAT WE ACHIEVED:
Ø Word-of-Mouth
•
• GAPS IDENTIFIED:
Ø Ads did not boost sales as expected
 ASSESSMENT OF CURRENT
PROMOTIONAL STRATEGIES
• STRATEGY 2:
•Pay consumer for incoming calls

•
• OBJECTIVE:
Ø Differentiate the offering from existing players
•
• WHAT WE ACHIEVED
Ø Piqued the curiosity of the market
•

• GAPS IDENTIFIED
Ø Consumers were wary of hidden costs
 ALTERNATIVES AVAILABLE

• Pan India inter-school/college T-20

tournaments
•
• Effective advertising campaign using
a brand ambassador
•
• Partnering with reality shows
•
• Launching a team in IPL
•
WHAT IS IPL ALL ABOUT?
 SUCCESS STORY OF IPL

• Cricket 2.0
Ø Grabbed new eyeballs
§ 90% followed IPL vis-à-vis 74% following
international cricket
§ 56% would prefer IPL matches vis-à-vis
international cricket
§ Generated loyalty at local level
•

Ø Threat to existing entertainment sources

§ Glamour quotient
§ 3 hour prime-time slot
§ TVRs of 8.26 and TRP of 6
 SUCCESS STORY OF IPL
• Brought in professionalism
Ø
Ø Management structure
Ø Performance-oriented play
•
•
• Roped in big money
Ø
Ø Franchise amount collected- US$ 724mn
Ø Team cost- US$ 6-7mn
Ø Franchises being sold for US$ 67-112mn

Ø
SUCCESS STORY OF FRANCHISE
OWNERS
•
• Returns higher than expected
Ø Break-even expected in third season
Ø 2 out of 8 made profits in first season
Ø Other 6 expected to break-even in second
season
•
• Brand awareness increased manifold
•
•
WHY SHOULD WE INVEST
IN IPL?
 THE IPL REVENUE FLOW

Television Advertisers Central Sponsors

Merchandise
Team Sponsors
Events
In-stadia Advertising
Ticket Sales
Franchising Fees
Sony WSG BCCI
(Broadcaster) (Organiser) Franchises
Broadcasting Fees Share of:
•Broadcasting Fees
•IPL sponsorship Player Salaries
Umpire Salaries Stadium Leasing
Production Prize money
Cost Team Advertising

Inward Arrows are Revenue Inflows, While Outward Arrows are Revenue Outflows
SHORT TERM BENEFITS
Ø Enhanced Brand Awareness
Ø
Ø Immediate connect with target audience
•
•M E D IU M T O LO N G T E R M
Ø
BHEigNh BEraFnIT
Ø d RSe ca ll
Ø
ØC o rp o ra te B ra n d in g
Ø
ØIPO of Franchisee
Ø
ØHigh Returns on Investment
EXPECTED OPERATING
PROFIT
HOW BEST CAN WE USE
THIS PLATFORM?
 MARKETING TOOLS

• Advertising
Ø Major advertising before and during IPL
season
•
• Event Sponsorship
Ø Year-round sponsoring of youth-oriented
events
•
• Merchandise
Ø T-shirts, caps, music and autographed
cricket gear
 MARKETING TOOLS

• Road shows
Ø Generating buzz and curiosity
•
• Contests and Sweepstakes
Ø Tickets and passes
Ø Virgin mobiles
Ø Dinner with team
•
• Web 2.0
Ø Independent and partnered portals
Ø Communities and fan clubs
 STEPS TO BE TAKEN

• Buying the franchise

Ø Convincing the BCCI for a team launch
Ø Participating in the bidding process
•
• Team composition
Ø Combination of youth and experience
Ø Picking the right crowd pullers
Ø Coach and support staff
 STEPS TO BE TAKEN

• Collaborating with sport utility

companies
Ø Tying-up for team equipment and
accessories
Ø Merchandising
•
• Hiring ad and PR agencies
•
• Adding to the glamour
Ø Roping in a brand ambassador
Ø Creating a theme song and fan clubs
THANK YOU