IPL - Cricket Carnival or a Marketeer's Paradise

INDIAN PREMIER LEAGUE: 

INDIAN PREMIER LEAGUE A cricket carnival or marketer’s paradise

Background: 

Background

Battle Ground: 

Battle Ground Based on the Franchise model 8 franchisees Selling through Public auction Base Price = $400mn Actual collection = $724mn

Business Model: 

Business Model Sony - WSG BCCI (organizer) Team owners/ Franchises Television advertisers Production cost Broadcasting fee Umpire fee Prize money Franchise fee Share of Broadcasting fee IPL sponsorship Merchandise Team Sponsors Events In-stadia advertisers Ticket sales Player salaries Stadium leasing Team advertising

Franchise Scorecard: 

Franchise Scorecard Source: MTI Consulting report

Slide 6: 

Franchise Fee $75.1 mn Owner Red Chillies Entertainment Sponsors Sprite, Nokia, Reebok, Tag Heuer , Star Plus, Gitanjali , Anandabazar Patrika , Belmonte Brand Ambassador Shahrukh Khan Profit/Loss Rs. 25.8 crores

Slide 7: 

Franchise Fee $84 mn Owner GMR Holdings Sponsors Coke, Royal Challenge, TOI, HT, Wrigleys , Virgin Mobile, Fever 104, Big Adda , Gup Shup , Hero Honda, Adidas, Kingfisher Airlines Brand Ambassador Akshay Kumar Profit/Loss Rs. 23.3 crores

Slide 8: 

Franchise Fee $91 mn Owner India Cements Sponsors Aircel , 7Up, Cloud 9, Wrigleys , J&J (band aid), Nivea , Peter England, Big Bazaar, Lays, Reebok, Star Vijay, Sonata Brand Ambassador K. Srikkanth , Tamil film star Vijay Profit/(Loss) Rs. 21.8 crores

Slide 9: 

Franchise Fee $111.9 mn Owner Reliance Industries Sponsors Wrigleys , Pepsi, Idea, Zandu , Kingfisher, Royal Stag, Adidas, Master Card, Red FM, Gitanjali Jewels, Luminous Brand Ambassador Hrithik Roshan Profit/Loss Rs. 7 crores

Slide 10: 

Franchise Fee $76 mn Owner Preity Zinta , Ness Wadia , Karan Paul, Mohit Burman Sponsors Nimbooz , Gulf oil, Reebok, Emirates, Dabur , Glucon -D, Wrigleys , Royal Challenge Brand Ambassador Daler Mehndi Profit/Loss Rs. 26.1 crores

Slide 11: 

Franchise Fee $111.6 mn Owner UB Group Sponsors Reebok & United Spirit Brands Brand Ambassador Katrina Kaif & Deepika Padukone Profit/Loss Rs. 8.15 crores

Slide 12: 

Franchise Fee $107.01 mn Owner Deccan Chronicle group Sponsors Wrigleys , Pepsi, Kingfisher, Puma, Odyssey, McDowell’s, BIG 92.7, Deccan Chronicle Brand Ambassador Bollywood actress Hansika Motwani Profit/Loss Rs. 14.8 crores

Slide 13: 

Franchise Fee $67 mn Owner Emerging Media Group & Shilpa Shetty Sponsors HDFC Standard Life, Boost, Puma, Kingfisher, Wrigleys , TCS, 7Up, Ultra Tech Cement Brand Ambassador Shilpa Shetty Profit/Loss Rs. 35.1 crores

The Marketing behind IPL: 

The Marketing behind IPL Concept Sell Controversy Marketing

The Line of Attack: 

The Line of Attack Auctioning the franchisees the players Cheerleaders Worldwide telecast Advertising across media

Slide 16: 

Strategic Locations Conflicts with media partners other cricket boards Timings Leveraging ICL Opening ceremonies, gala, Live Concerts

IPL – the Marketer’s Paradise: 

IPL – the Marketer’s Paradise ???

The Lethal Combination: 

The Lethal Combination CRICKET BOLLYWOOD CELEBRATI ONS CELEBRITY IPL

A Power Packed Potion: 

A Power Packed Potion

The IPL Strategy: 

The IPL Strategy Conventional Strategy IPL Strategy Compete in existing market space Beat the competition Exploit current demand Make the value-cost trade off Fight to win Create a new market space Make competition irrelevant Create & capture new demand Break the value cost trade-off Win without fighting Value Innovation!

The Blue Ocean Strategy: 

The Blue Ocean Strategy

STP Study: 

STP Study Segmentation “ Bachpan se lekar Pachpan tak ” (advertisement)

Targeting: 

Targeting Youth Family audience Women

Positioning: 

Positioning Daily dose of entertainment Short as a bollywood movie Engaging as a reality show Prime time recreation

SWOT analysis: 

SWOT analysis

Why IPL: 

Why IPL Short term benefits Brand awareness Creating a BUZZ Increased sales Long term benefits High brand recall Strong brand associations Corporate Branding

IPL Sponsors: 

IPL Sponsors

IPL Campaigns: 

IPL Campaigns

Vodafone – ZooZoo Campaign: 

Vodafone – ZooZoo Campaign Series of 30 TVCs VAS of Vodafone Across various medias Cost Rs. 3 crores Campaign of the year Emerged as the most watched brand during ad breaks

The BUZZ it generated…: 

The BUZZ it generated…

Pepsi ~ something official about it!: 

Pepsi ~ something official about it! Pepsi is the official drink Paid $12.5mn for 5 years Also one of the main sponsor

DLF: 

DLF Paid US $50 million to be the title sponsor of the tournament for 5 years Tournament has been named – “DLF IPL” DLF Maximum Tops the‘On Screen’ advertisements, with 77 per cent share

Kingfisher: 

Kingfisher The official umpire partner for the series in a Rs. 106 crore (1.06 billion) deal. Kingfisher Airlines brand on all umpires' uniforms and also on the giant screens during third umpire decisions

Kingfisher fair play award: 

Kingfisher fair play award Umpires will award teams’ points for fair play, respect for the laws of the game and respect to their opponents a League table running over the course of the season

Idea way of leveraging cricket: 

Idea way of leveraging cricket In India, people don’t have access to their Icons Every Mumbai Indian player was given an Idea mobile number For the first time, Fans were invited to call these numbers and express their thoughts, feelings and opinions to their favourite cricketers !

Slide 37: 

Campaign activated across all media – TV, Print, Outdoor, Radio, Activation, Retail, Web and PR Innovations brought in – Print, Outdoor, Activations & Web to build interest and to get cut through TV Campaign planned in 4 phases (14 TVCs over 35 days) 7000+ Radio spots on Air. (5 stations in 36 cities with aprox 10-14 number of spots in each city over 2.5 weeks.) Over 1.5 lakh visits on www.talktoyourmumbaiindians.com web site

Innovations - Outdoor: 

Innovations - Outdoor Meru Branding, Volvo branding in select markets. Activations on digital screens across 20 cities at Café Coffee Day & McDonalds Digital screens and Video walls across 9 high footfall Railway stations in Mumbai

Innovations – Press & Digital: 

Innovations – Press & Digital Times of India, Mumbai - 22nd April, 2009 Sify.com - 25th April, 2009

Slide 40: 

Cheerleader Stage Jersey Front Board Signage Cheer Items Trouser Logo Warm Up Apparel Front Idea Branding in IPL …contd

Slide 41: 

Players Dugout Scoreboard Signage Spectator Apparel Cheque Branding Bag Branding Branded Seat Covers Idea Branding in IPL

Creating Hype InStadia = Mileage on TV: 

Creating Hype InStadia = Mileage on TV

Slide 43: 

Over 4 Mn fans called their cricket stars

The Reward – Call Backs & Meet n Greet: 

The Reward – Call Backs & Meet n Greet

Slide 45: 

Impact on the Brand Despite competition spending more, Idea got equal executional & branded cut through. Brand Idea recorded one of the strongest associations with the team, in a comparative survey of telecom brand associations with various IPL teams.

Reebok’s mobile advertising campaign: 

Reebok’s mobile advertising campaign the official sponsor for four IPL teams To leverage the brand association with high profile Indian Premier League (IPL) To increase the sales of its IPL merchandise like the IPL jersey

Outcome: 

Outcome Jersey downloads – 53% - Located stores – 14.6% - Wallpaper downloads – 41 % - SMS sent from jerseys, wallpapers & invitations – 1.8%

How far has it succeeded?: 

How far has it succeeded?

It was not all success though…: 

It was not all success though…

IPL 3 – the way ahead: 

IPL 3 – the way ahead Matches to be screened in theatres Online streaming of live matches Targeting the Kids segment Already into controversy Expected advertising revenues – Rs. 700 Crores

Conclusion: 

Conclusion IPL is not just cricket It’s the business of Cricket A Great marketing lesson too!

Thank You!: 

Thank You!