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Analysis of marketing strategy in promotion of Indian cricket

fulL Movi Raz3 e hdKandivali Education Societys B.K.Shroff college of Arts & M.h.Shroff College of Commerce
Bhulabhai Desai Road, Kandivali (w), Mumbai-67

Project Report On Analysis of marketing strategy in promotion of Indian cricket

Raz3 fulL Movie hdSubmitted by ASHLEY SEQUEIRA TY.BMS SEM- V Submitted to University Of Mumbai Project Guide Prof. Umadevi Naidu Academic Year 2010-2011

TY.BMS

Analysis of marketing strategy in promotion of Indian cricket

Kandivali Education Societys B.K.Shroff college of Arts & M.h.Shroff College of Commerce
Bhulabhai Desai Road, Kandivali (w), Mumbai-67

CERTIFICATE

This is to certify that ASHLEY SEQUEIRA of TY.BMS has successfully completed a project on Customer Satisfaction for the semester under the guidance of the Prof. Umadevi Naidu during the Academic year 2010-2011

Co-ordinator

Project Guide

Principal

Internal Examiner

External Examiner

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Analysis of marketing strategy in promotion of Indian cricket

College Seal

Kandivali Education Societys B.K.Shroff college of Arts & M.h.Shroff College of Commerce
Bhulabhai Desai Road, Kandivali (w), Mumbai-67

Declaration

I ASHLEY SEQUEIRA from KES Shroff College Of Arts & Commerce and a student of TY. BMS SEM- V here submit my project on Customer Satisfaction with reference to Insurance sector. I also declare that the project which has been in the partial fulfillment of the requirement of the Mumbai University is the result of my efforts.

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Analysis of marketing strategy in promotion of Indian cricket

Acknowledgement

I gratefully acknowledge & express deep appreciation to many people who have made this project & visible. Mere thanks to our guide Mrs. Umadevi Naidu seems pretty small compared to the months of tremendous support & indulgence she gave.Her review, comments, corrections and suggestions have enormously enriched my project.

With cheerful support & motivation of our professional course co-ordinator Prof. V. S. Kannan & Librarian Mrs. Alka Wadhwana without whose support this project would not have seen the light of the day.I am also grateful to our principal DR. LILY BHUSHAN.

It gives me immense pleasure to present this project in the course of BMS also would like to share the credit with my friends for their variable tips.

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Analysis of marketing strategy in promotion of Indian cricket

SR. NO. 1.

TITLE

PAGE NO.

EXECUTIVE SUMMARY

06

2.

LITERATURE REVIEW

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3.

INTRODUCTION SEASON LEAGUE ORGANIZATION

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4.

18 23

5.

6.

TELEVISION RIGHTS AND SPONSORSHIPS

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7.

MARKETING STRATEGIES

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8.

SWOT ANALYSIS AND PEST ANALYSIS

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9.

RESEARCH METHODOLOGY

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10. 11.

CONCLUSION BIBLOGRAPHY

81 85

EXECUTIVE SUMMARY

ndia is one of the fast growing markets in the world and IPL and ICL, has provided it with another media explosion. The current estimate of Indian entertainment and media industry are at INR 353bn ($8.2bn).It is

estimated to grow at a rate of 19 percent for the next five years. Entertainment industry is treated as the most prominent and emerging Industry in the whole world. It is growing at rate faster than any other industry in the world even when country where trying to battle out of recession. Indian premier league has opened the doors to the next big media movement.

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Analysis of marketing strategy in promotion of Indian cricket

LITERATURE REVIEW
IPL and ICL are two products that were able to create an impact in the marketing industry by providing services to an industry which was very hungry for products like that. Both this products created a value by offering the best entertainment possible. The definition provided by Kotler proves right in case of these products. Marketing is a social and managerial process by which individuals and groups obtain what they want and need through creating, offering and exchange products of value with others -(Kotler,1991).

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Analysis of marketing strategy in promotion of Indian cricket

Marketing is the most important factor for any industry. There are different ways in which different industry uses the marketing strategy for the effectiveness of their success. Marketing is a very wide concept it starts when we think of product, then we plan, and then create the product and finally we sell the product. It uses different strategies to accrue competitive edge in the market( Porters,1997).This strategies are widely used in this report to understand the different kinds of approaches this companies have adopted to target the customers. SWOT and PEST analysis is used in the report to understand the macro forces that are currently active in the industry. Kotlers and Porters analysis is used throughout the report to understand the marketing mix, marketing strategies and macro forces.

INTRODUCTION
Cricket is the most popular Sport in India[1]. Although, it is not the nation's official national Sport (a distinction held by Field Hockey). The India national cricket team won the 1983 Cricket World Cup and the 2007 ICC World Twenty20, and shared the 2002 ICC Champions Trophy with Sri Lanka. Domestic competitions include the Ranji Trophy, the Duleep Trophy, the Deodhar Trophy, the Irani Trophy and the Challenger Series. In addition, BCCI conducts the Indian Premier League, a Twenty20 competition.Cricket is a bat-and-ball team sport. Many variations exist, with its most popular form played on an oval-shaped outdoor arena known as a field at the centre of
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which is a rectangular 22-yard (20.12 m) long pitch that is the focus of the game. A game (or match) is contested between two teams of eleven players each. One team bats, and will try to score as many runs as possible while the other team bowls and fields, trying to dismiss the batsmen and thus limit the runs scored by the batting team. A run is scored by the striking batsman hitting the ball with his bat, running to the opposite end of the pitch and touching the crease there without being dismissed. The teams switch between batting and fielding at the end of an innings.

Before 1918

The entire history of cricket in India and the sub-continent as a whole is based on the existence and development of the British Raj via the East India Company.In 1721, the first definite reference to cricket being played anywhere in the sub-continent is a report of English sailors of the East India Company playing a game at Cambay, near Baroda.The Calcutta Cricket and Football Club is known to be in existence by 1792, but was possibly founded more than a decade earlier. In 1799, another club was formed at Seringapatam in south India after the successful British siege and the defeat of Tipu Sultan.In 1864,
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a Madras v. Calcutta match was arguably the start of first-class cricket in India. The most important fixture in the 19th century was the Bombay Presidency Match which evolved, first, into the Bombay Triangular and then into the Bombay Quadrangular. The match was first played in 1877 and then intermittently for several seasons until finally being given first-class status in 1892-93. An English team led by George Vernon in 1889-90 was the first foreign team to tour India but none of the matches that it played are considered firstclass.First-class cricket definitely began in the 1892-93 season with two Europeans v Parsees matches at Bombay (match drawn) and Poona (Parsees won by 3 wickets). In the same season, Lord Hawke captained an English team that played four first-class matches including a game against "All India" on 2628 January 1893.

1918 to 1945 The Ranji Trophy was launched as India's national championship following a meeting of the Board of Control for Cricket in India (BCCI) in July 1934 and the competition began in the 1934-35 season. The trophy was donated by the Maharajah of Patiala but named after KS Ranjitsinhji ("Ranji"), even though he barely played any of his cricket in the country. Ranji had died on 2 April 1933. The first winner was Bombay.

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194546 to 1960 The major and defining event in the history of Indian cricket during this period was the Partition of India following full independence from the British Raj in 1947. An early casualty of change was the Bombay Quadrangular tournament which had been a focal point of Indian cricket for over 50 years. The new India had no place for teams based on ethnic origin. As a result, the Ranji Trophy came into its own as the national championship.The last-ever Bombay Pentangular, as it had become, was won by the Hindus in 1945-46.

196061 to 1970 One team totally dominated Indian cricket in the 1960s. As part of 15 consecutive victories in the Ranji Trophy from 1958-59 to 1972-73, Bombay won the title in all ten seasons of the period under review. Among its players were Farokh Engineer, Dilip Sardesai, Bapu Nadkarni, Ramakant Desai, Baloo Gupte, Ashok Mankad and Ajit Wadekar. In the 1961-62 season, the Duleep Trophy was inaugurated as a zonal competition. It was named after Ranji's nephew, Kumar Shri Duleepsinhji (190559). With Bombay in its catchment, it is not surprising that the West Zone won six of the first nine titles

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197071 to 1985

Bombay continued its dominance of Indian domestic cricket with only Karnataka and Delhi able to mount any kind of challenge during this period. India enjoyed 2 international highlights. In 1971, they won a Test series in England for the first time ever, surprisingly defeating Ray Illingworth's Ashes winners. In 1983, again in England, India were surprise winners of the 1983 Cricket World Cup.

21st century The BCCI tinkered with the Duleep Trophy in the 2002-03 season. The original zonal teams were replaced by five new teams called Elite A, Elite B, Elite C, Plate A and Plate B. These teams were constructed from the new Elite Group and Plate Group divisions which had been introduced into the Ranji Trophy that season. However, this format lasted for only one season as it was felt that the new teams lacked a sense of identity. From the 2003-04 seasons, the five original zonal teams competed along with a sixth guest team which was a touring foreign team. The first guest team was England A in 2003-04. Mumbai (formerly Bombay) has continued its dominance of the domestic scene into the 21st century by winning the Ranji Trophy five times in the first decade.

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India won the inaugural ICC World T20 in 2007.India was the first Subcontinental team to win a Test match at the WACA in January 2008 against Australia. There are also variations in the length of a game of cricket. In professional cricket this ranges from a limit of 20 overs per side (Twenty20) to a game played over 5 days (Test cricket, which is the highest level of the game). Depending on the form of the match being played, there are different rules that govern how a game is won, lost, drawn or tied. The rules of two-innings games are known as the Laws of Cricket and maintained by the ICC and the Marylebone (MCC); additional Standard Playing Conditions for Test matches and One Day Internationals augment these laws. In one version of Indoor Cricket, matches include just 6 players per side and include two 12-over innings. Cricket was first documented as being played in southern England in the 16th century. By the end of the 18th century, it had developed to the point where it had become the national sport of England. The expansion of the British Empire led to cricket being played overseas and by the mid-19th century the first international matches were being held. Today, the game's governing body, the International (ICC), has 104 member countries. With its greatest popularity in the Test playing countries, cricket is the world's second most popular sport after Association football. Objective of this report is to present a general idea of the Indian cricket Industry and the marketing analysis , to get an inside feel of the market by analyzing of most successful brands, IPL
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The BCCI launched the Indian Premier League (IPL) on the lines of footballs English Premier League and the National Basketball League (NBA) of the US. The IPL is a professional Twenty20 cricket league created and promoted by the BCCI and backed by the ICC. The Twenty20 league is set to debut in April 2008, with eight teams comprising a minimum of 16 players each. The league will last for 44 days and will involve 59 matches. The IPL works on a franchise-system based on the American style of hiring Players and transfers. These franchises were put for auction, where the highest bidder won the rights to own the team, representing each city. The auction for the same took place on January 24, 2008 and the total base price for the auction was $400 million. The Indian Premier League (often abbreviated as IPL), is a domestic professional twenty20 cricket competition in India. It was initiated by the Board (BCCI) headquartered in Mumbai and supervised by BCCI Vice President Chirayu Amin, chairman & commissioner for IPL, and CEO, Sundar Raman. It presently includes 10 teams (franchises) consisting of players from different countries. It was started after an altercation between the BCCI and the Indian Cricket League abbreviated as ICl.

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Over 200 million Indian viewers, 10 million international viewers, 4 million live spectators: the Indian Premier League (IPL) is a sports and entertainment revolution in the making, surpassing all records of viewership on ground and on media. Advertising revenue and ticket sales have exceeded all expectations, making IPL highly profitable for the organizers, broadcasters and successful team owners. Zealous fan followingeven hostility for visiting teamsshows local loyalties are building up faster than anyone expected. As we enter the last phase of the first edition of IPL, numerous new opportunities for sports and business have opened up in India. IPL will mature over the next few years to gain a status that could match or even exceed international football leagues The IPL fever has hit viewers and media alike IPL got off to a flying start, with the first few matches recording an average TRP of 8.2. Though ratings have dropped since then, they remain at above 5 higher than any other programme running on TV. Thats marginally higher than Indias most popular soap Kyunki Saas Bhi Kabhi Bahu Thi, which has an average rating of nearly 5. IPLs rating of 5 is no mean achievement, given that it has 59 matches packed within 44 days. That is reflected in ad rates of Sony Entertainment Television (SET), which owns exclusive rights to telecast IPL matches. Ad rates for 10-second spots, which were Rs200,000 at the start of the tournament have climbed rapidly, to Rs500,000 now, and look set to rise further, which did rise to a Rs1m for the final. (For comparison, SET charged Rs800,000 per 10-second ad spot for the T20 World Cup final between India

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and Pakistan.) Sony Set Maxs revenue market share has reportedly gone up from the pre-IPL 5.7% to 28.8% now. Its share of prime time is now at 29%, which is higher than the cumulative market share of the top nine Hindi general entertainment channels. IPL has also expanded the demographics of cricket viewership by bringing more women to crickets Fan base, making it more lucrative for advertisers. IPLs ad revenues were more than 7% of total TV advertising in India

Collateral damage: Bollywood and other channels take a hit

The runaway success of IPL has hit other mainstream entertainment media. Estimating the extent of their losses is tricky, but considers the anecdotal evidence: multiplexes have reported 10-30% declines in ticket sales; Bollywood movies leading producers like Yash Raj, Devgan Productions and Rakesh Roshan got poor openings despite heavy Marketing; and television prime time has taken a significant hit, affecting channels like Star TV. Viewership of Hindi general entertainment channels (GEC) reportedly dropped from 16.7% to 13.5% and that of Hindi movie channels from 6.1% to 4.8% in the first two weeks of IPL. Star TVs big-ticket game show, Panchvi Pass, also took a hit, and got a TRP of about 4.

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IPL got off to a cracking start The inaugural match was played in Bangalore, between Kolkata and Bangalore. A packed 55,000-capacity stadium under lights, cheerleaders dancing to music through the match, and the presence of team owners Shah Rukh Khan and Vijay Mallya set the perfect stage for the match. The Kolkata team rose to the occasion with a high total, but the home team collapsed a long way from the target. The match saw a TRP rating of 8.3 higher than any other programme on Indian Television during the first season Bangalore: The million-dollar Indian Professional League (IPL), a Twenty20 league that has taken the world of cricket by storm, will kicked-off at the Chinnaswamy Stadium with Vijay Mallya -owned Bangalore Royal Challengers taking on the SRK's Kolkata Knight Riders. The two teams, led by former Indian captains Saurav Ganguly and Rahul

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Dravid, respectively, may not be flamboyant as Hyderabad Chargers and Kings XI Punjab but are 'classy' as the two rivals put it.Bangalore Royal Challengers with a strong bowling attack and solid batting line-up seem to hold edge over their rivals from Eastern India. Mallya-owned and Dravid led B'lore side might have failed to 'bag' young flamboyant players like M S Dhoni or its own Robin Uthappa in the much hyped auction but have loads of seasoned campaigners capable to handle to the pressure and demands of ultra-abridged version of the sport. Challengers boost of a fine blend of youth and experience in the batting department with Jacques Kallis, the most dependable all rounder, hard hitting wicket-keeper batsmen Mark Boucher, workmanlike ShivnarineChanderpaul, attacking Misbah-ul-Haq and labourous Dravid and Jaffer all batsmen in the classic mould bring with them tonnes of experience. And youngsters like Ross Taylor, India U-19 skipper Virat Kohli coupled with young Karnataka Ranji batsmen make the line-up look mouthwatering. While a couple of strong teams have emerged, the tournament Remains open for the top 5 teams .The tournament has been closely fought, on the whole. No teambarring the initially unfancied Rajasthan Royals from Jaipur has had it easy, with defeat at one stage or another keeping all teams on their toes. With less than 10 matches to go, two of the semi-final berths are still up for grabs. This has helped sustain high viewership and attendance at stadiums.

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SEASON
2008 Indian Premier League FIRST SEASON The 2008 Indian Premier League season was the debut season of the Indian Premier League, established by the BCCI in 2007. The season commenced on the 18 April 2008 with the final match held on 1 June 2008. The competition started with a double round robin group stage, in which each of the 8 teams played a home match and an away match against every other team. These matches were followed by two semi-finals and a final. In a match
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which went down to the last ball, Rajasthan Royals defeated Chennai Super Kings in the final to win the title, withYusuf Pathan named the player of the match and Shane Watson adjudged the player of the tournament. Sohail Tanvir won the purple cap for being the top wicket-taking bowler while Shaun Marsh won the orange cap for leading run-scorer in the tournament. Shreevats Goswami was awarded the best under-19 player award and the special award for Fair Play was won by the Mahendra Singh Dhoni-led Chennai Super Kings.

2009 Indian Premier League - SECOND SEASON The 2009 Indian Premier League season, abbreviated as IPL 2 or the 2009 IPL, was the second season of the Indian, established by the Board of Control for Cricket in India (BCCI) in 2007. The tournament was hosted by South Africa and was played between 18 April and 24 May 2009. IPL 2 was the second biggest cricket tournament in the world, after the Cricket World
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Cup, and was forecast to have an estimated television audience of more than 200 million people in India alone. Concerns were raised in India that the tournament was the prime target of terrorists. Because the second season of the IPL coincided with multiphase 2009 Indian general elections, the Government of India refused to commit security by Indian paramilitary forces. As a result, the BCCI decided to host the second season of the league outside India. On 24 March 2009, the BCCI officially announced that the second season of the IPL will be held in South Africa. Though India did not host the second season, the format of the tournament remained unchanged from the 2008 season format. Relocating the tournament posed extreme logistical challenges for the BCCI since more than 10,000 cricketers and other staff members needed to be flown from India to South Africa within a span of a few weeks. The IPL injected approximately US$100 million into South Africa's local economy. In addition, the BCCI signed a Rs. 8,200 crores(US$1.63 billion) contract with Multi Screen Media to broadcast matches live from South Africa to India. The IPL was hosted successfully in South Africa and was hailed as an "extraordinary" accomplishment. The tournament was particularly praised for globalizing cricket and had set record television viewership. The tournament was won by Deccan Chargers while the Bangalore Royal Challengers were declared as runners-up.

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2010 Indian Premier League -Third season The 2010 Indian Premier League season, abbreviated as IPL 3 or the 2010 IPL, was the third season of the Indian Premier League, established by
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the Board of Control for Cricket in India (BCCI) in 2007. The tournament was hosted by India and had an estimated television audience of more than 200 million people in the country. It was played between 12 March and 25 April 2010. It was also the first ever cricket tournament that was broadcast live on YouTube. The final four matches of the tournament were screened in 3D across movie halls in India. The tournament was won by the Chennai Super Kings, who defeated the Mumbai Indians in the final played at Navi Mumbai. The purple cap went to Pragyan Ojha of Deccan Chargers, while the orange cap and the player of the tournament award was awarded to Sachin Tendulkar of the Mumbai Indians. Saurabh Tiwary was declared the U-23 success of the tournament, while the Chennai Super Kings won the Fair Play Award.

Fourth season On 21 March 2010, it was announced at Chennai that 2 new teams from Pune and Kochi will be added to the IPL for the coming season. However, the bid around the Kochi franchisee turned controversial resulting in
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the resignation of minister, Shashi Tharoor from the Central Government and investigations by various departments of the Government of India into the financial dealings of IPL and the other existing franchisees. Later, Lalit

Modi was also removed from IPL chairmanship by BCCI.


In October 2010, the Rajasthan Royals and Kings XI Punjab had their franchises terminated for breaching ownership rules. The new Kochi franchise was also issued a warning to resolve all their ownership disputes. The addition of teams representing Pune and Kochi was to have increased the number of franchises from 8 to 10. The BCCI originally considered extending the tournament format used in previous season to ten teams, which would increase the number of matches from 60 to 94. Instead, the round-robin stage of the tournament was to have been replaced by a group stage with two groups of five, limiting the number of matches to 74. However, with the expulsion of the Rajasthan royals and Kings XI Punjab teams, the format of the fourth season of the IPL remains in flux.

LEAGUE ORGANISATION
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Franchises

The winning bidders for the eight franchises were announced on 24 January 2008. While the total base price for auction was US $400 million, the auction fetched US $723.59 million. On 21 March 2010, Pune and Kochi were unveiled as the two new franchises for the fourth edition of the Indian Premier League. The base price was $225 million. While Pune was bought by Sahara Adventure Sports Group for $370 million, the Kochi franchise was bought by Rendezvous Sports World Limited for $333.3 million. The process was to have been completed on March 7 but was postponed by two weeks after many bidders and the BCCI objected to stiff financial clauses. The second franchise auction fetched total $703 million.

IPL TEAMS Bangalore Royal Challengers: The Bangalore team was bought by Vijay Mallyas UB Group for $111.6 million to own the team for 10 years. Icon player Rahul Dravid is the captain of Bangalore Royal Challengers. Team Indias bowling coach, Venkatesh Prasad is the coach of the team. Kings XI Punjab: The Mohali team was bought by Bollywood diva Preity Zinta, her industrialist beau Ness Wadia, along with renowned industrialists Karan Paul and Mohit Burman for $76 million for a period of 10 years. Icon player Yuvraj Singh is the captain of Kings XI Punjab. Australias Tom Moddy is the coach of the team.
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3) Chennai Super Kings: The Chennai team was bought by India Cements for $91 million to own the team for 10 years. Team India ODI and T20 skipper Mahendra Singh Dhoni is the captain of Chennai Super Kings. Former South Africa cricket team captain Kepler Wessels is the coach of the team. 4) Kolkata Knight Riders: The Kolkata team is owned by Bollywood actor Shah Rukh Khan, actress Juhi Chawla and her husband Jay Mehta for $75.09 million for a 10-year period. Icon player Sourav Ganguly is the 7 captain of Kolkata Knight Riders. Australias John Buchanan is the coach of the team. 5) Deccan Chargers: The Hyderabad team was bought by Deccan Chronicle, a media house, for $107 million for a 10-year period. Team Indias Test player VVS Laxman is the captain of Deccan Chargers. Indias fielding coach, Robin Singh is the coach of the team. 6) Mumbai Indians: The Mumbai team is owned by Mukesh Ambanis Reliance Industries Limited for $111.9 million for a period of 10 years. Icon player Sachin Tendulkar is the captain of Mumbai Indians. Former Team India manager, Lalchand Rajput is the coach of the team. 7) Delhi Daredevils: The Delhi team is owned by GMR Holdings for $84 million for a period of 10 years. Icon player Virender Sehwag is the captain of Delhi Daredevils. Australias Greg Shipperd is the coach of the team.

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8) Rajasthan Royals: The Jaipur team was bought by UK-based company Emerging Media for $67 million to own the team for a period of 10 years. Former Australian spin bowler Shane Warne is both the captain and coach of Rajasthan Royals

ADDITIONAL TWO TEAM WERE SELECTED FOR IPL FOURTH SEASON

The auction for expanding the initial 8 franchises for the IPL was held on March 22, 2010. The involved in the auction were Pune, Ahmedabad, Nagpur, Kanpur, Dharamsala, Vizag,Rajkot, Cuttack, Vadodara, Kochi, Indore and Gwalior. Two new teams were selected out of 12 teams, which bid for 2011 IPL matches. Sahara Group made the highest bid in the auction and chose to base its team in Pune, at the cost of Rs.1,702 crore. Rendezvous Sports World made the second highest bid of Rs.1533.32 crores, and elected to base its team in Kochi. The two new franchises were sold for a combined sum of money, which was greater than the combined purchase price of all the original eight IPL franchises.

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Rules
There are five ways that a franchise can acquire a player. In the annual auction, buying domestic players, signing uncapped players, through trading and buying replacements. In the trading window the player can only be traded with his consent. The franchise will have to pay the difference between the old contract price and the new contract price. If the new contract is worth more than the older one then the difference will be shared between the player and the franchise selling the player. Some of the Team composition rules are:

Minimum squad strength of 16 players plus one physio and a coach. No more than 8 foreign players in the squad and at most 4 in the playing XI. For the 2009 edition franchises are allowed 10 foreign players in the squad. The number allowed in the playing XI remains unchanged at 4. As this is domestic cricket so minimum of 8 local players must be included in each squad. A minimum of 2 players from the BCCI under-22 pool in each squad. Some of the differences to international Twenty20 cricket:

A difference to international cricket is a timeout. It gives the players an opportunity to strategise and take a drink during the strict 2 minutes, 30 seconds time limit. Each team is awarded two timeouts per innings
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totalling to four timeouts for the whole game. The teams can take the timeout when instructed, but is necessary to take it at the end of 9th and 16th over. IPL is also known for having commercials during the game, hence there is no time limit for teams to complete their innings. However, there may be a penalty if the umpires find teams misusing this privilege at their own choice.

The total spending cap for a franchisee in the first player auction was US $5 million. Under-22 players are to be remunerated with a minimum annual salary of US $20,000 while for others it is US $50,000. The most expensive players in the IPL3 to date is Kieron Pollard at US 2.75 million .

Kieron Adrian Pollard (born 12 May 1987) is an international cricketer who plays for the West Indies. An aggressive all-rounder, Pollard provides medium-fast pace bowling and big-hitting from the middle-order. After shining during the 2009 Champions League Twenty20, he was signed by both the Southern Red backs and the Somerset Sabres for their domestic Twenty20 campaigns. He was the joint highest paid player in the 2010 Indian Premier League, playing for Mumbai Indians. Pollard's impressive performance in the 2009 Champions League Twenty20 and the Big Bash led to him being one of the most sought after players at the 2010 IPL auction. After some aggressive bidding, the Chennai Super Kings, Kolkata Knight Riders, Mumbai Indians.
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Indians and Royal

Challengers

Bangalore all

bid

the

maximum allowed; $750,000. A 'silent-tiebreaker' was won by the Mumbai

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Analysis of marketing strategy in promotion of Indian cricket

ICON PLAYER

In the Indian Premier League, an icon player is a player who can only play for his home city in the competition. Each team is assigned at most one icon player. Unlike all the other players initially recruited by teams, the icon players were not bid for in the player auction of 20 February 2008. The salary of each icon player is 15% more than the next highest earner in their team. As of the 2010 season, the clause pertaining to icon players has been removed on account of complaints by franchises with icon players that having these players was a handicap in the player auction. Initially there were four Icon Players designated by the Indian Premier League organizing committee. Sachin Tendulkar for Mumbai Indians, Sourav Ganguly for Kolkata Knight Riders,Rahul Dravid for Royal Challengers Bangalore, and Yuvraj Singh for Kings XI Punjab. Later, on the request
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of Delhi Daredevils, Virender Sehwag's name was added to the list. Deccan Chargers also asked for Icon Player status to be given to VVS Laxman, but he declined the offer in order to allow the franchise to spend more money on other players and still not breach the US$5 million salary cap. The purpose behind designating the Icon Players is to ensure that top draw players will represent their respective city sides, which is important for the league to increase fan support and interest among the locals. It has been reported that all the franchises with icon players felt that having the icon player was a handicap in the player auction, as the money spent on the icon resulted in less room under the salary cap to purchase other players. For example, the presence of Sachin Tendulkar as an icon was cited as the main reason why Mumbai Indians could not compete with Chennai Super Kings for Mahendra Singh Dhoni

LIST OF ICON PLAYERS


Sachin Tendulkar for Mumbai Indians Rahul Dravid for Royal Challengers Bangalore Sourav Ganguly for Kolkata Knight Riders Yuvraj Singh for Kings XI Punjab Virender Sehwag for Delhi Daredevils

( $ 1,121,250) ($1,035,000) ($1,092,500) ($1,063,750) ($833,750)

*Icon players get 15 percent higher pay than the top player in the sq
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Television rights and sponsorships


The IPL is predicted to bring the BCCI income of approximately US$1.6 billion, over a period of five to ten years. All of these revenues are directed to a central pool, 40% of which will go to IPL itself, 54% to franchisees and 6% as prize money. The money will be distributed in these proportions until 2017, after which the share of IPL will be 50%, franchisees 45% and prize money 5%. The IPL signed up Kingfisher Airlines as the official umpire partner for the series in a 106 crore (US$ 24.06 million) (approximately 15 million) deal. This deal sees the Kingfisher Airlines brand on all umpires' uniforms and also on the giant screens during third umpire decisions.

Television rights On 15 January 2008 it was announced that a consortium consisting of India's Sony Entertainment Television network and Singapore-based World Sport Group secured the global broadcasting rights of the Indian Premier League. The record deal has a duration of ten years at a cost of US $1.026 billion. As part of the deal, the consortium will pay the BCCI US $918 million for the television broadcast rights and US $108 million for the promotion of the tournament. This deal was challenged in the Bombay High Court by IPL, and got the ruling on its side. After losing the battle in court, Sony Entertainment Television signed a new contract with BCCI with Sony Entertainment Television paying 8,700 crore (US$ 1.97 billion) for 10 years. One of the reasons for payment of this huge amount is seen as the money
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required to subsidize IPL's move to South Africa which will be substantially more than the previous IPL. IPL had agreed to subsidize the difference in operating cost between India and South Africa as it decided to move to the African nation after the security concerns raised because of its coincidence with India's general elections. 20% of these proceeds would go to IPL, 8% as prize money and 72% would be distributed to the franchisees. The money would be distributed in these proportions until 2012, after which the IPL would go public and list its shares (But recently in March 2010, IPL decided not to go public). Sony-WSG then re-sold parts of the broadcasting rights geographically to other companies. Below is a summary of the broadcasting rights around the world. On 4 March 2010 ITV announced it had secured the United Kingdom television rights for the 2010 Indian Premier League. ITV will televise 59 of the 60 IPL matches on its ITV4 free to air channel.

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WINNING BIDDER
Sony/World Sport Group ONE HD

Regional Broadcast Rights

Terms of Deal

India

10 years at 8,700 crore (US$ 1.97 billion)(revised)

Australia: Free-to-air HD and SD television. Owned by Network TEN.

5 years at AUD 10-15 Million.

Sky Network Television PCCW StarHub SuperSport


South Africa

New Zealand

Terms not released

Hong Kong: Broadcast on Now Sports. Singapore: Broadcast on Cricket Extra.

2 years, terms not released. Terms not released Terms not released

Niger

GEO Super Willow TV Rights to distribute

Pakistan

Terms not released 5 years, terms not released

on television, radio, broadband and Internet, for the IPL in North America. DirecTV United States: Exclusive broadcast rights on CricketTicket. Terms not released

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Sponsorships
India's biggest property developer DLF Group paid US$50 million to be the title sponsor of the tournament for 5 years from 2008 to 2013. Other five-year sponsorship agreements include a deal with motorcycle maker Hero Honda worth $22.5-million, one with PepsiCo worth $12.5-million, and a deal with beer and airline conglomerate Kingfisher at $26.5-million.

Revenue and Profits


The UK-based brand consultancy, Brand Finance, has valued the IPL at 18,500 crore (US$ 4.2 billion) in 2010.It was valued at U$2.01 billion in 2009 by the same consultancy. There are disputed figures for the profitability of the teams. One analyst said that four teams out of the eight made a profit in 2009.While the London Times said that all but Kings XI Punjab made a profit. In 2010, the IPL expects to have 80 official merchandising deals. It has signed a deal with Swiss watchmaker Bandelier to make official watches for the IPL. According to a recent study by a UK-based brand valuation consultancy, the brand value of the IPL has more than doubled to USD 4.13 billion (over 18 crore (US$ 4.09 million)) from USD 2.01 billion in 2009. The franchises have been a part of this growth. Chennai Super Kings, who were ranked fourth last year, has emerged the most valued franchise in 2010. The CSK franchise has
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moved up the ladder to number one with a valuation of USD 48.4 million. The Kolkata Knight Riders co-owned by Bollywood actor Shah Rukh Khan comes in second with a valuation of USD 46 million and the Rajasthan Royals, coowned by Bollywood actress Shilpa Shetty comes in third with USD 45.2 million. The Royal Challengers Bangalore, owned by Vijay Mallya, is ranked fourth with a valuation of USD 41.9 million and is followed by the Mumbai Indians (USD 40.8 million), Delhi Daredevils (USD 40.5 million) and Kings XI Punjab ( USD 36.1 million). The Deccan Chargers are at the base with a

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valuation of USD 34.4 million.


Mobile applications

DCI Mobile Studios (A division of Dot Com Infoway Limited), in conjunction with Sigma Ventures of Singapore, have jointly acquired the rights to be the exclusive Mobile Application partner and rights holder for the Indian Premier
Rank Franchise Brand Value

Chennai Super Kings

$ 48.4 m

Kolkata Knight Riders

$ 46 m

Rajasthan Royals

$ 45.2 m

Royal Challengers Bangalore

$ 41.9 m

Mumbai Indians

$ 40.8 m

Delhi Daredevils

$ 40.5 m

Kings XI Punjab

$ 36.1 m

Deccan Chargers

$ 34.4 m

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League cricket matches worldwide for the next 8 years (including the 2017 season). Recently, they have released the IPL T20 Mobile applications for iPhone, Nokia Smartphones and Blackberry devices. Soon it will be made available across all other major Mobile platforms including the Android, Windows Mobile, Palm& others.

Official website
The IPL negotiated a contract with the Canadian company Live Current Media Inc. to run and operate its portals and the minimum guarantee has been negotiated at US $50 million over the next 10 years. The official website of the tournament is www.iplt20.com. Incorporating popular forms of social media into the third season of the IPL, the website now contains a more holistic presence across all online mediums. The website apart from featuring new additions to empower user interaction, has encouraged a wider range of websites around IPL like IPL Tracker and IPL Mag amongst other more traditional reporting websites.

Global following

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In India, the IPL has become one of the most popular events of the year[39]. In the first season, games were played every night (including weekdays) during Indian prime-time and were broadcast live. The IPL was the most watched TV program in India. IPL drew positive reactions from the rest of the world also. In Pakistan, the reception was described as "massive". The matches were telecast live in GEO Super. The matches also generated interest in Sri Lanka and Bangladesh, despite only one Bangladeshi player being involved. The following in the subcontinental nations was aided by the prime time telecast of the matches as they belong to adjacent time zones. The IPL became a big hit in South Africa due to a large composition of South Asians in their population.Another reason for the success is that the second edition of IPL was hosted atSouth Africa drawing massive crowds from the country as well as the other countries in the subcontinent. The IPL did not garner much interest in Australia and New Zealand due to time differences. However, in recent times the IPL has gained a much larger fan-base in these two countries. Snap polls indicated that more than 48 million people watched the telecast of the IPL 2008 final between Rajasthan Royals and Chennai Super Kings, more than 40 million people saw the Rajasthan Royals vs Delhi Daredevils match, whereas the second semi-final between Chennai Super Kings and Kings XI Punjab attracted an audience of 29 million.

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The third season of IPL saw interest rise dramatically in the United Kingdom. This was, in part, due to TV coverage switching to free to view channel ITV4. Previous editions of IPL were aired on the now defunct channel Setanta (pay to view channel), which entered administration in 2009. James Macleod stated, "We are delighted with the viewing figures for the IPL so far. The ratings for ITV4s coverage have been around seven or eight times those achieved by Setanta last year, and we're delighted to be bringing the competition to a wider audience". Lalit Modi, former Chairman and Commissioner of IPL, also expressed immense satisfaction on the way IPL has been accepted by the British audience. "ITV beats Sky Sports over the weekend in number of viewers. This is great going. The ITV numbers are double that of rugby league. This is huge by all imaginations. UK figures for viewership on ITV already 10 times that of last year. This is just fantastic news," he said.

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MARKETING STRATEGIES
TV, Internet, Newspapers Every medium is flooding with DLF IPL, a private event; that above all, explains the success of Indian Premier League. For a private event, entire media is fighting to give free of cost coverage! Strange, but Interesting! So what marketing and branding strategy has worked in favour of IPL? One, Packaging of the Event from day 1 as entertainment is the biggest strategic hit. Cricket just happens to be there! Two, to keep it focussed in 20 overs and inviting International players , not only enhanced the entertainment value but also factored in the fastest growing segment of high income youth. This segment is short of time and wants everything to be packaged small. Three, It structured teams around states thereby ensuring team and brand loyalties and assured eyeballs when it comes to media. , by following a well tried international model of clubs and player auctions, it got players interests and their willingness to give the tournament their 110%. Knowing that players are going to play attacking entertaining cricket attracts paid audience to the stadium and draws them towards other forms of media like TV, internet and print press.

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Four, the public and press relations during the first two versions meant media hype was maintained and that has lead to immense unpaid publicity. Interestingly in IPL3, the organisers have offered strict terms for freebies for non-official media. Five the initial purpose having been achieved, the official TV channel is getting its due. That again hints to a well planned strategy. Six, getting International Cricket Council to keep a window for IPL season was the biggest strategic coup. Now cricket boards all over the world want to have similar event but may not be able to get well known players for their events! Seven, do not forget that (Board of Cricket Control in India) ensured that the event got all international recognition and gave it the required financial backup to conceive and execute the event. EIGHT, attracting the movie stars like Shah Rukh Khan, Preity Zinta and Shilpa Shetty along with highly placed industrialist as team owners, ensured ample media and public interest which further contributed to the success of the event. NINE and finally, organisers packaging of all above and ensuring the event was always in controversies and news, meant branding exercise of the kind that has not been seen in sports. At the end of the end, we have a happy lot of bunches public, sponsors, media and most importantly IPL bankers! Good job done IPL, Lalit Modi and team- keep the IPL and Indian flag flying! IPL is one of the ways of telling the world that India has arrived.
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Advertising in IPL
Advertising during IPL matches is over the top the ads start as soon as the 6th ball of one over is bowled and end only during the 1st ball of the next over. It is killing cricket I have heard this over and over for the past many days. But hey, they paid big bucks for putting up their advertisements and they need to get a good return out of it dont you think that is fair? The answers might be yes, no and maybe but this article is not about the authenticity of the advertising in-between overs; rather it is about advertising within the overs. Lets look at some of the options

Britannia single and a MRF two: We have also heard about DLF sixer and a Citibank four etc. Make no mistake its a very important innovation that has come through, probably only because of T20. Irritating you bet! But what about brand recall?

Kingfisher Holidays IPL promotion


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Well, it was for a holiday site asking to book tickets for South Africa to catch live IPL match! because it was from brand none other than Kingfisher who was promoting kingfisherholidays.com with call for action to book tickets NOW to catch all the live IPL matches book tickets at kingfisherholidays.com ,

Kingfisher Holidays had partnered with DLF IPL 2009 & were offering some exclusive tour packages for South Africa to all cricket fans. While the idea was good & Im sure they would have gained good traction out of it but then while managing their communication I think they should have taken care of implementation bit more closely. If at all they wanted to utilize the last slot too to promote their holiday portal, maybe they could have done it in a better way like a general brand message thanking all who used the portal to travel to SA or a different call for action instead of this. Hmmmexecution guys, execution!
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Orkut.com IPL Logo, Google Chrome Promotion on YouTubes IPL Channel

It stated as of that day, (IPL) the Indian Premier League, is starting today and it is going to be a big hit on internet. YouTube which allows everyone to watch IPL matches online for free. The IPL excitement is also live on Indias leading social networking site Orkut.com. This Google owned site is showing up a special logo (doodle) to celebrate the inauguration of IPL matches today.

We have seen such special logos on Orkut, YouTube and other Google services on many occasions.

Google Promoting Chrome on YouTube IPL Channel IPL is the best occasion for companies to promote their brands. Everyone wants to cash out the IPL fever including Google. Google is also promoting its

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browser Chrome with the tagline: "Fast cricket on a fast new browser get Google Chrome now!"

INDIAN CRICKET LEAGUE (ICL) - THE UNDER DOG

Actually ICL is the original league. Only after ICL was announced by ZEE and SUBHASH CHANDRA, BCCI felt threatened that their monopoly over cricket would get affected and arranged the IPL as a counter attack
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ICL or India cricket league is a parallel private cricket league runs with IPL. It has got both versions of cricket that is 50 over and 20 over format of the game even though more emphasis is given to the 20-20 format. When started IPL consisted of 6 teams then by 2008 it has been increased to 8 and then in the second half of the year by 9. Board of cricket control of India considers ICL as unauthorized league and it has barred ICL players from taking part in any tournament hosted by ICC or BCCI. Indian cricket league still had its share of audience. It had got international players from almost all the cricket playing nations. It is headed by one of the legends of Indian cricket Mr. Kapildev, former captain of world cup winning team of India. ICL has got players like Brain Lara, who is considered as one among the top 3 players the world, has ever produced. ICL was launched by Subhash Chandra in May 2007. ICL was the original and unique concept in cricket after Zee was not able to secure rights of the World Cup 2011. Subhash Chandra owns ICL unlike the eight teams in IPL owned by different
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Franchises. ICL had more than 200 players with 9 teams in total. ICL investment was more than 1billion dollars in total. ICL had three event televised in a year compared to IPL which only have one ICL had faced problems in finding grounds. it has generated revenue of 750 million in the first 3 years. MARKETING MIX

PRODUCT
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The production of IPL as a service product is exemplified by the mere volume of the production of revenue from every aspect of the game. 2. Teams, players and every small aspect related to IPL has become an IPL product. 3. Factors like material management for stadiums, players, Facilities arrangement for players, spectators, Guests, etc transportation management and allied activities require a proper management and BCCI has made all possible efforts to provide with the best facilities to everyone from spectators to players and third parties involved. 4. One of the leading products in the segment.

5. IPL stands for Indian Premier League. It is a Twenty20 tournament started by BCCI. It is the brainchild of Lalit Modi. It started in the year 2008 and comprises the players from all over the world. A perfect blend of cricket & entertainment. Its providing a stage for many youngsters to show their performance & profitable too to Advertisers and broadcasting channels.

PRICE

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1. Follows a policy of price leadership strategy. 2. It also uses premium pricing strategy. 3. Gate revenues in IPL are largely dependent on stadium capacity and purchasing power of city. They are expected to vary between Rs200-Rs5, 000 premium seating.20% of tickets will go to IPL. Internationally, most of these teams own stadiums

As far as the IPL pricing structure is concern, The IPL is predicted to bring the BCCI income of approximately US$ 1.6 billion, over a period of five to ten years. All of these revenues are directed to a central pool, 40% of which will go to IPL itself, 54% to franchisees and 6% as prize money. The money will be distributed in these proportions until 2017, after which the share of IPL will be 50%, franchisees 45% and prize money 5%. The IPL signed up Kingfisher Airlines as the official umpire partner for the series in an Rs.106 Crores (1.06 billion) deal. This deal sees the Kingfisher Airlines brand on all umpires uniforms & also on the giant screens during third umpire decisions. Sony Entertainment Television signed a new contract with BCCI with Sony Entertainment Television paying a staggering Rs.8700 Crores (87 billion) for 10 years. PLACE

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1. The venue chosen for the cricket matches was a strategic choice of places which are named after franchisees, which helped attract people. The first season of the Indian Premier League commenced on 18 April 2008 in India, and ended on 1 June 2008 with the victory of the Rajasthan Royals against Chennai Super Kings in the final at the DY Patil Stadium, Navi Mumbai. As the second season of the IPL coincided with multi-phase 2009 Indian general elections, the Indian Central Government refused to provide the Indian paramilitary forces to provide security, saying the forces would be stretched too thinly if they were to safeguard both the IPL and the elections. As a result, the BCCI decided to host the second season of the league outside India. All 59 matches of the second season, abbreviated as IPL 2, took place in South Africa. Ironically, South Africa were also scheduled to have elections doing the IPL, however, the South African government provided adequate security for both the South African General Elections and the IPL.

PROMOTION 1. Uses all medium of advertisement it includes TV, newspaper, internet, billboards etc.

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2. It follows the principle of controversy marketing. Marketing controversy either way, the end result is unparalleled coverage; residual awareness of your product, which later most definitely translates into brand recall, and even sales. When Bollywood and cricket met, the result was IPL and it was truly entertaining to see ones favorite cricketer as well the Bollywood star on the same platform. IPL was no doubt an entertaining one. Super stars like Shah Rukh, Preity, Akshay, Katrina, Hrithik had been a source which provided a lot of glam to IPL promotion. To attract the cricket fans, even team-owners have started selling tickets personally. Preity Zinta, the co-owner of Kings XI Punjab and Australian pace man Brett Lee sold the tickets along with their autographs. 1. Live concerts. 2. Uses film stars like Sharuk khan, Akhsay Kumar etc for promotion. 3. Grant opening ceremony 4. Worldwide telecast. People Indian Premier League is mostly targeted for the younger generation youth. As the generations are very busy with their day to day work with IPL they get entertainment along with cricket which helps them to enjoy every aspect of the game. People are very excited towards IPL as this is only one game that brings different players of different countries at one platform, for which they tend to
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get attracted to see their favorite player perform. Some of the audiences are also attracted to see their favorite celebrity cheering for the team. Process Indian Premier League as a whole is the biggest event of the year for which months of preparation are to be done. For instance organizing the respective 8 teams who are performing for the event and the most important of all is marketing the IPL as it has to reach the wide range of audience globally. An arrangement of stadium where this event is going to be held is also finalized well before. Finally and most important of all is execution of the Event.

Physical Evidence Fun, Music, Entertainment & sports, where can you find that, answer for that is INDIAN PREMIER LEAGUE. People wait for this season as they get everything in a joyful bundle. IPL is also the biggest platform for advertising and promoting different product or brands which is clearly viewable during the event.

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MARKETING ENVIRONMENT There are several actors and forces present in the industry that determine the fate of the product, IPL and ICL is no exception to this. We can classify those macro forces mainly into 6 groups

1. Demographic environment 2. Physical environment 3. Economic environment 4. Technological environment 5. Socio-cultural environment

6. Political and legal environment

(Marketing management 12th edition (12e) by kotler and Keller page numer27) I have used two variables in SWOT analysis to understand the macro environment that is OPPUTUNITIES and TREATS and to understand the micro environment STREGTH and WEAKNESS is used.

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SWOT ANALYSIS SWOT analysis is a strategic planning method used to evaluate the Strengths, Weaknesses, Opportunities, and Threats involved in a project or in a business venture. It involves specifying the objective of the business venture or project and identifying the internal and external factors that are favorable and unfavorable to achieve that objective. The technique is credited to Albert Humphrey, who led a convention at Stanford University in the 1960s and 1970s using data from Fortune 500 companies. A SWOT analysis must first start with defining a desired end state or objective. A SWOT analysis may be incorporated into the strategic planning model. Strategic Planning has been the subject of much research.

Strengths: characteristics of the business or team that give it an advantage over others in the industry. Weaknesses: are characteristics that place the firm at a disadvantage relative to others.

Opportunities: external chances to make greater sales or profits in the environment.

Threats: external elements in the environment that could cause trouble for the business.

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Identification of SWOTs is essential because subsequent steps in the process of planning for achievement of the selected objective may be derived from the SWOTs. First, the decision makers have to determine whether the objective is attainable, given the SWOTs. If the objective is NOT attainable a different objective must be selected and the process repeated. The SWOT analysis is often used in academia to highlight and identify strengths, weaknesses, opportunities and threats. It is particularly helpful in identifying areas for development

MATCHING AND CONVERTING.

Another way of utilizing SWOT is matching and converting. Matching is used to find competitive advantages by matching the strengths to opportunities. Converting is to apply conversion strategies to convert weaknesses or threats into strengths or opportunities. An example of conversion strategy is to find new markets. If the threats or weaknesses cannot be converted a company should try to minimize or avoid them

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EVIDENCE ON THE USE OF SWOT SWOT analysis may limit the strategies considered in the evaluation. J. Scott Armstrong notes that "people who use SWOT might conclude that they have done an adequate job of planning and ignore such sensible things as defining the firm's objectives or calculating ROI for alternate strategies." Findings from Menon et al. (1999) and Hill and Westbrook (1997) have shown that SWOT may harm performance. As an alternative to SWOT, Armstrong describes a 5-step approach alternative that leads to better corporate performance.

INTERNAL AND EXTERNAL FACTORS The aim of any SWOT analysis is to identify the key internal and external factors that are important to achieving the objective. These come from within the company's unique value chain. SWOT analysis groups key pieces of information into two main categories:

Internal factors The strengths and weaknesses internal to the organization. External factors The opportunities and threats presented by the external environment to the organization. - Use a PEST or PESTLE analysis to help identify factors

The internal factors may be viewed as strengths or weaknesses depending upon their impact on the organization's objectives. What may represent

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strengths with respect to one objective may be weaknesses for another objective. The factors may include all of the 4P's; as well as personnel, finance, manufacturing capabilities, and so on. The external factors may include macroeconomic matters, technological change, legislation, and socio-cultural changes, as well as changes in the marketplace or competitive position. The results are often presented in the form of a matrix. SWOT analysis is just one method of categorization and has its own weaknesses. For example, it may tend to persuade companies to compile lists rather than think about what is actually important in achieving objectives. It also presents the resulting lists uncritically and without clear prioritization so that, for example, weak opportunities may appear to balance strong threats. It is prudent not to eliminate too quickly any candidate SWOT entry. The importance of individual SWOTs will be revealed by the value of the strategies it generates. A SWOT item that produces valuable strategies is important. A SWOT item that generates no strategies is not important.

SWOT Analysis Indian Premier League (IPL)

Where will you find the Mumbai Indians, the Royal Challengers, the Deccan Chargers, the Chennai Super Kings, the Delhi Daredevils, the Kings XI Punjab, the Kolkata Knight Riders and the Rajasthan Royals? In the Indian
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Premier League (IPL) - the most exciting sports franchise that the World has seen in recent years, with seemingly endless marketing opportunities (and strengths, weaknesses and threats of course!). STRENGTH IPL is based on the 20-20 format of cricket which would be completed within 3 hours. It is fast-paced and exciting, and more over it can be played in weekend or weekend afternoons. That makes it appealing like American football, Basketball and soccer. It will appeal both to TV audience and as a spectator sport.

IPL structure is such that all the aspects work in great balance to maximize the Profit.

India is cricket crazy nation so it is easy to promote the products like IPL and ICL. WEAKNESS 20-20 has become so popular that it can damage the other forms of cricket that is 50 over game and test cricket.
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There is always a distance from fans as it is difficult for everyone to get into the ground to see the matches.

It is very difficult for sports and business to go together, business needs quick results but in a team sport it might take time to get a group together. If management and team are two levels it creates problems for the players.

OPPURTUNITIES IPL is very attractive as a marketing communication opportunity since it has a large potential mass audience, especially for advertisers and sponsors. If the franchisees are able to generate a large fan base then it will be able to generate a large TV revenue Fan are of different types so there will be more corporate hospitality, season tickets, away tickets, TV pay-per-view and other ways to segment the markets for IPL

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Opportunity for merchandising is very huge e.g. sales of shirts, credit cards and other fan memorabilia. Grounds can also sell refreshments and other services during the game.

This version helps to gain more youngsters to game and this will create a long term fan base for the franchisees .Their parents and older cricket fans may still prefer older forms of cricket. Youth market will also force the other to buy the product as status symbol.

India has traditionally high inflation rate but the franchise has to pay only a fixed rate still 2017-18 means the investment is safe.

THREATS Revenue will be more for highly supported team not for the highly priced team. Franchises are highly expensive. The most expensive team was brought by MUKESH AMBANI for $111.9million and the lowest Rajasthan royal for $67million. if the fan basis does not generate enough income then it will be difficult to pay the salaries for the players.
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If the best invested players dont play well then you may not see the return on investment.

The return on investment will have to for the long term as we cannot expect fast returns from all quarters quickly. It is the responsibility of the board of cricket control board of India to keep the level of competition with the other boards. It is the responsibility of the board to attract the top names of cricket to India

TO UNDERSTAND MACRO FORCES IN DETAIL PEST ANALYSIS IS USED.


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PEST analysis stands for "Political, Economic, Social, and Technological analysis" and describes a framework of macro-environmental factors used in the scanning component of strategic management. Some analysts added Legal and rearranged the mnemonic to SLEPT; inserting Environmental factors expanded it to PESTEL or PESTLE, which is popular in the United Kingdom. The model has recently been further extended to STEEPLE and STEEPLED, adding education and demographic factors. It is a part of the external analysis when conducting a strategic analysis or doing market research, and gives an overview of the different macro environmental factors that the company has to take into consideration. It is a useful strategic tool for understanding market growth or decline, business position, potential and direction for operations. The growing importance of environmental or ecological factors in the first decade of the 21st century have given rise to green business and encouraged widespread use of an updated version of the PEST framework. STEER analysis systematically considers Socio-cultural, Technological, Economic, Ecological, and Regulatory factors.

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Political factors are how and to what degree a government intervenes in the economy. Specifically, political factors include areas such as tax policy, labour law, law, trade, tariffs, and political stability. Political factors may also include goods and services which the government wants to provide or be provided (merit goods) and those that the government does not want to be provided (demerit goods or merit bads). Furthermore, governments have great influence on the health, education, and infrastructure of a nation. Economic factors include economic growth, interest rates, exchange rates and the inflation rate. These factors have major impacts on how businesses operate and make decisions. For example, interest rates affect a firm's cost of capital and therefore to what extent a business grows and expands. Exchange rates affect the costs of exporting goods and the supply and price of imported goods in an economy

Social factors include the cultural aspects and include health consciousness, population growth rate, age distribution, career attitudes and emphasis on safety. Trends in social factors affect the demand for a company's products and how that company operates. For example, an aging population may imply a smaller and less-willing workforce (thus increasing the cost of labor). Furthermore, companies may change various management strategies to adapt to these social trends (such as recruiting older workers).

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Technological factors include technological aspects such as R&D activity, automation, technology incentives and the rate of technological change. They can determine barriers to entry, minimum efficient production level and influence outsourcing decisions. Furthermore, technological shifts can affect costs, quality, and lead to innovation. Environmental factors include ecological and environmental aspects such as weather, climate, and climate change, which may especially affect industries such as tourism, farming, and insurance. Furthermore, growing awareness of the potential impacts of climate change is affecting how companies operate and the products they offer, both creating new markets and diminishing or destroying existing ones. Legal factors include discrimination law, consumer law, antitrust law, employment law, and health and safety law. These factors can affect how a company operates, its costs, and the demand for its products.

Applicability of the factors The model's factors will vary in importance to a given company based on its industry and the goods it produces. For example, consumer and B2B companies tend to be more affected by the social factors, while a global defense contractor would tend to be more affected by political factors.
[

Additionally, factors that are more likely to change in the future or more

relevant to a given company will carry greater importance. For example, a


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company which has borrowed heavily will need to focus more on the economic factors (especially interest rates). Furthermore, conglomerate companies who produce a wide range of products (such as Sony, Disney, or BP) may find it more useful to analyze one department of its company at a time with the PESTEL model, thus focusing on the specific factors relevant to that one department. A company may also wish to divide factors into geographical relevance, such as local, national, and global (also known as LoNGPESTEL).

PEST ANALSIS OF IPL POLITICAL FACTORS Government of India was unable to provide security for the 20-20 tournament so it had to move to South Africa with immediate effect. Terrorism and political instability still remains a problem in India.

ECONOMIC FACTORS Indian economy is facing deflation (.12) so the investment in short term is not a safer option.

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Recession in world economy is another major issue so the purchasing power of the customer is considerably week IPLs second edition had to move to South Africa it will cause a minimum loss of 250 crore rupees for the government of India in the form of taxes. As the stadiums in South Africa are comparatively smaller than India, it will cause the franchisees to loss another 50 crore rupees. Still Indian economy is growing at a faster rate than any other country except China and cricket is the life blood of almost every Indian. IPL is expected to bring BCCI 4500 crores in the next 10years.

SOCIAL FACTORS India is a cricket crazy nation so the promotion of cricket is not at all an issue for the franchisees. 20-20 cricket is able to attract the young population of India.

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TECHNOLOGICAL FACTORS Cable television is still not available to large population of India. Live match on youtube.com Matches in multiplex theatre

THE DEATH OF ONE DAY INTERNATIONAL?

The success of the IPL has made it clear that something has to give to accommodate it, and on the current evidence that something will be the 50over game .When you consider how much the Indian Premier League borrowed from World Series Cricket, its quite ironic that its success might lead to the eventual extinction of the pajama cricket that was the cornerstone of the Packer revolution. As much as World Series cricket was about fair pay, improved TV coverage and superior marketing of the sport, it was also about establishing one-day cricket as a distinct entity, played in coloured clothes, under lights, and in front of crowds that came expecting to be entertained. it was razzmatazz with some substance. Packers focus was on gladiatorial fast bowlers, and the stroke players that could take them on.
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Three decades later, the IPL advertised its players as warriors. When Andy Roberts fractured David Hookes jaw with a vicious bouncer, people knew that the World Series wasnt some hit-and-giggle enterprise. The IPL had a similar moment, when Zaheer Khan left Dominic Thornely looking like a young Mike Tyson had seen to him. Packer was a pioneerand an original, and the IPLs copycats succeeded because they took his blueprint, adapted it to an Indian context, and threw in a dash of Bollywood for good measure. This year, after an uninterrupted run of 28 years, Cricket Australia pulled the curtain down on the annual tri-series. Its fair to say that its decline had mirrored that of the one-day game. After the spectacular success of the ICC World Twenty20 in South Africa, and the inaugural IPL season, the one-day game is on lifesupport, and it may only be a matter of time before the plug is pulled. Crowds and television audiences caught in the thrall of the Twenty20 game are unlikely to shed a tear. Its amusing to hear greats of the past talking of how the IPLs success could have dire consequences for Test cricket.

Nothing could be further from the truth. The Test-cricket constituency is a distinct one, and it generally consists of people who have played the game at some level, whether thats back garden, park, first-class or international. More importantly, its a group of people that appreciate what Milan Kundera called Slowness, those not obsessed with instant gratification. Such fans will never abandon Test cricket for the crash-bangwallop thrills that Twenty20 offers. He
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or she may go and watch Dumb and Dumber, but its never going to replace 400 Blows or In the Mood for Love in his affections. Sadly, one-day cricket has no identity. In that respect, its like your stereotypical Bollywood movie with the hackneyed script that tries to have something for everyone, and ends up having nothing. It says much about the lack of imagination of those that administer the game that the 50-over game has evolved so little since the Packer years. Compare that with Lalit Modi. You may not like the man or his hubris, but he has taken an existing concept, fine-tuned it, and ensured that the cricket world will never be the same again. After the first season Sunday nights final, which could have been scripted by Gregory Howard of Remember the Titans fame, Modi and the IPL hold all the cards, while the ICC and other boards have next to nothing to bargain with. The last World Cup in the Caribbean was a fiasco, an object lesson in how not to organize an event. Poor crowds, overpriced tickets, a lack of atmosphere and an interminable schedule all combined to make it perhaps the worst of all major competitions. In contrast, the IPLs head honchos didnt behave like stentorian schoolmasters, and the entertainment package that accompanied the games attracted everyone from five-year-olds with temporary tattoos to middle-aged women who had decided to forego a staple diet of TV soaps. Where now for the IPL? After what happened on Sunday night, theres little doubt that the second season will be huge. Despite the concerns of the ECB and others, every single one of the worlds top players is likely to take part. If they do try to prevent the

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likes of Kevin Pietersen from playing, they will only end up being checkmated like the Australian Cricket Board were after Packers bold gambit. What is likely to happen is this: Both England and Australia, and perhaps South Africa and Pakistan too, will Endeavour to jazz up their own T20 events so that they can at least compare to the IPL. A Champions League has resulted from it, because the stupendous Response in India has confirmed that people are ready to invest both time and money to watch the best play the best, even if its only over three hours. The franchises, none of whom are likely to be too perturbed by the huge amounts invested in the first year, also have a role to play. Manoj Badale, of the Emerging Media group that owns the Rajasthan Royals, reckoned that it would take a couple of years for the club culture to truly take root, but you can rest assured that teams like Rajasthan wont be spending the next 10 months idle. The reality is that no league can prosper if it operates only over six weeks. American Football has the shortest season of any major sport, but even that lasts 16 weeks, and then a month of play-offs. The football [soccer] seasons in Europe, the NBA in North America and Major League Baseball all last much longer, which is why they become such an integral part of fans lives. What does the Indian cricket fan do now? Next up is a tri-series in Bangladesh, followed by an Asia Cup that features teams like Hong Kong. Its the classic champagne-followed-by-flat-beer scenario and it will be interesting to see what the TV ratings are like.
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Back when Doordarshan, the national broadcaster was all we had, everyone watched it. Then, with the onset of cable TV, no one bothered. The IPL has created a revolution, especially in the fan demographic, but has now left town. For the moment, the talk is of creating a four-week window, most likely in April. Its only a band-aid solution. In the long run, we are looking at a threemonth season where teams play weekend games and the occasional midweek one as they do in 16 the major football leagues. Those will alternate with Champions League games featuring the top sides. A six or eight-month period might be set aside for Test cricket and other bilateral contests, but the fact is that cricket needs a 50-overs-aside game between India and Hong Kong like it needs a hole in the head. After watching McGrath against Jayasuriya and Warne against Ganguly, why would anyone settle for such mediocrity? Unless one-day cricket can reinvent itself, and four innings of 20 overs each is the best suggestion Ive heard, it has one foot in the grave, with the fact that the World Cup is the jewel in the ICC crown being the only thing keeping it alive. Its an opinion that even players share. Stephen Fleming was New Zealands finest captain, the one who led them to their only major one day triumph, the ICC Knockout in 2000. I am worried about the amount of one-day cricket, how much appeal one-day cricket is going to have with tournaments like this, he said. I think the majority feels that it could cause a problem for the international calendar. The response to the first season of World Series Cricket, with the forces of orthodoxy ranged against it, was so lukewarm that a desperate Packer was

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reduced to counting the cars in the parking lot. No one saw Modi doing anything similar, and the perfectly scripted final has guaranteed that all the franchises will be counting next year are even bigger gate receipts. As for oneday cricket, the message has been bellowed out through a foghorn. Transform or perish.

THE COMMISSIONER OF IPL

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Lalit Modi A Single Man Behind Success Of IPL It's a Universal truth that the IPL (Indian Premium League) is a huge success not only in India but all over the world. And the man who dream about this IPL format is non other then LALIT MODI. Lalit Modi Background as IPL getting bigger and bigger and so Mr. Lalit Modi. Yeh! As of October 31, 2009 Indian Premier League chief, Lalit Modi had claimed the top slot as the highest tax payer in the country for that fiscal year. Now see why Lalit Modi is a Man behind IPL!!!! Lalit Modi was Born on November 29, 1963, Delhi, India. The Chairman and Commissioner of the Indian Premier League (IPL) Chairman of the Champions League Since Sep 2008
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Vice president of BCCI Since 2005 Vice President of the Punjab Cricket Association President and Managing Director of Modi Enterprise (His Family Business) Tycoon or a Businessman Family Life Married with a woman elder then him named Minal to whom he met in US when he was a student in a University. They have got two children Ruchir and Karima. Education Career 1983 to 1986 were his education time when he studied in couple of University at US. Started his career in International Tobacco Company where he was a managing director from 1987 to 1991 Journey to IPL From 1991, we can say that he get into world of Cricket. He worked on a joint venture with Disney and ESPN in India and started showing cricket on ESPN. So we can say that Modi was one of the person who updated the telecast of cricket. The proof of his master mind is showing IPL in multiplexes. He is creative and innovative and this qualities makes him successful person.
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Now he started to put forward proposals of limited over cricket which he believes is much TV friendly and people will like it. But BCCI turned them down all the time. Being rejected so many times finally he decided to get in the system. He got the membership of Rajasthan Cricket Association" as a president which gave him a seat on BCCI. Finally in 2005 Modi was appointed as a Vice-President of the BCCI. Using his business ideas and being a tycoon it was reported that the revenue increased seven folds from 2005 to 2008. In the parallel, ICL was making hype in India and if BCCI don't act on it ICL could have overtake the BCCI as the we can see the T20 potential today. So finally in 2008 Lalit Modi Launched Indian Premier League (IPL) of 20 overs game. From very first year IPL has been a huge success and undoubtedly from crickets to bollywood to indians cricket lovers, everyone follwoing it. Everyday there are news of IPL making huge amounts of contract with telecasters like ESPN and sponseres. Very soon they are going to personalize

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the IPL merchanise aswell. Currently in 2010 T shirts of Deccan Chargers and KKR is hot among the Fans.

RESEARCH METHODOLOGY
Extensive research was carried out for the successful completion of this project. Both primary and secondary data were collected from various Sources.

PRIMARY DATA:
The main data was collected from the zonal office of IPL situated in Mumbai. An email which contains the typical details and strategies was received as feedback. The Marketing wing of IPL was contacted for preparing this assignment. Due to expense factor, communication was mostly done via email. The marketing department gave relevant information about the data.

SECONDARY DATA:
The secondary data in this study is collected from various magazines, Newspapers and Websites. Analysis and others parts are done on the basis of these secondary data and knowledge collected from the marketing lectures.

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LIMITATIONS My study is based on Primary data collected was only through phone and email. The data from the primary source was very limited and it does not give the real picture of the Indian Entertainment Industry. The transparency of the data that is available is not entirely trustworthy. The net worth worth of the entertainment industry and the actual worth is not always the same. The time scale for studying the entire assignment was short. Such a vast case cannot be studied in a short span. There was also geographical constrains in collecting the data. Another important limitation was the communication gap. The only ways possible which could be effectively utilised were the telephone and e-mails. But these took lot of time as this entertainment industry is so scheduled.

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The following survey was conducted on 60 people and their responses are as follows

EXHIBIT 1

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The above graph denotes 80% said yes they did follow IPL matches on TV while 20% said that they did not follow IPL matches due to their personal reasons.

EXHIBIT 2

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The above graph denotes what were the basic factors that led the viewers to watch IPL match on TV Analysis of the graph are as follows 40% people said that they regularly watched all IPL matches on TV 10% said that they preferred to watch only the highlights of IPL matches 35% said they were only interested in watching the matches of their favourite teams 15% said that due to their busy schedule the were able to watch IPL matches only during their holidays

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EXHIBIT 3

The above graph denotes the Sustained level of interest amongst the viewers throughout the IPL matches 60% people said yes they maintained the same level of interest throughout all IPL matches. 30% said no they could not maintain the same level of interest throughout all IPL matches. 10% said they could maintain the same level of interest throughout all IPL matches to an extent

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EXHIBIT 4- ATTRACTION FACTORS

The above graph denotes what were the ATTRACTION FACTORS that led viewers to watch IPL matches on TV. 8% people said that bollywood stars were the main reason that led viewers to watch the ipl matches throughout, while on the other hand 60% people said that bollywood stars did not play any role in their interest to watch the ipl matches

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Secondly, 5% people said that entertainment was the main reason that led viewers to watch ipl matches on tv, while 25% said that entertainment was not the main reason that led them to watch those matches on TV.

EXHIBIT 5- PREFERRED TIME SLOT ON TV

The above graph denotes time slot on TV that was preferred by viewers to watch IPL matches 5% people said that they preferred the time slot of 7 to 8pm 8% people said that they preferred the time slot of 8 to 9 pm

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62 % people said they would love to watch ipl matches during their leisure time slot of 9 to 10 pm 12% people said that they preferred the time slot of 10 to 11 pm. 12% people said that they had no specific time slot.

EXHIBIT 6-

The above graph denotes the percent of people who missed out their favorite program on account of ipl 75% people said that yes they did miss out their favorite programs on account of ipl as they had to watch the ipl matches instead of them. 25% said that the ipl matches did not bother their favorite programs on tv.
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EXHIBIT 7-

The above graph denotes what I thought about IPL matches 30% people said that ipl was complete 45 days of masala pourri for them 30% said that ipl was futuristic strategy for them
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30% said that ipl was only aggressive marketing for them 10% said that ipl was a substitute like a theatre to tv and cinema.

CONCLUSION
IPLs ability to sustain and grow its popularity in the long-term depends on the ability of individual franchises to break out and become large media properties on their own. Franchisees may also have to increase their marketing and promotional spends to effectively monetise their fan base and build brands out of their respective teams. Apart from finding more team sponsors, franchisees may try to increase the mix of premium seating in their home stadiums. At the moment a bit might be too different if we look IPL and ICL. In the recent format advantage can be taken by organizing matches between this two winners that is more matches can be played between the two leagues. In the coming year more innovation is expected we might be able to see 10- 10 or a 5-5 over format of cricket.

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Marketing
In many competitor analyses, marketers build detailed profiles of each competitor in the market, focusing especially on their relative competitive strengths and weaknesses using SWOT analysis. Marketing managers will examine each competitor's cost structure, sources of profits, resources and competencies, competitive positioning and product differentiation, degree of vertical integration, historical responses to industry developments, and other factors. Marketing management often finds it necessary to invest in research to collect the data required to perform accurate marketing analysis. Accordingly, management often conducts market research (alternately marketing research) to obtain this information. Marketers employ a variety of techniques to conduct market research, but some of the more common include:

Qualitative marketing research, such as focus groups Quantitative marketing research, such as statistical surveys Experimental techniques such as test markets Observational techniques such as ethnographic (on-site) observation Marketing managers may also design and oversee various environmental scanning and competitive intelligence processes to help identify trends and inform the company's marketing analysis.

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Marketers have been rubbing their hands in glee looking at such an innovation. Lets take this a bit far how about a Britannia single, MRF two and a Cheetos three. How about naming some of the bowling/batting ends as Reliance end and Birla Sun Life end? A sample of the commentary would flow something like this Daredevils Sehwag has nudged Royals Warne towards the Reliance end is it going to be a Britannia single, ohhit is going to be a MRF twoohh noo, the fielder has misplaced it, probably a Cheetos threethe ball has finally reached the boundaryit is a Citibank four. The example above is slightly exaggerated, but you get the idea. Advertising during the match (instead of between overs) is much more effective in grabbing eyeballs. You might say Hey, that is irritating advertising. Oh yeah! Rule number one in Advertising: There is no such thing as good advertising or bad advertising as long as it grabs attention. Rule number two: In case of doubt, refer rule number one. Advertising on Commentators: This is slightly dicy, but it might pay off considering the lower costs associated with it. Instead of the bland plain dresses the commentators wear during the pre-match and post-match analysis, why not tag a Nike, Reebok or any other company logo on their shirts? As long as it doesnt conflict with the sports broadcasters and commentators agreements/commitments (and I dont think anyone is so stupid to wear a Star
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shirt on a Sony broadcast ah! I forget Sidhu!), all the parties involved would be happy (Advertisers for their eyeballs, Broadcasters and Commentators for the extra money that they rake in). Now, the only question is what percentage of match-viewing audience would also watch the pre-match and post-match analysis? I think very few and hence the earlier logic of lower costs involved in putting up the logo on commentators shirts [Me says, get Mandira Bedi with her noodle straps who in their right minds would miss the pre-match and post-match analysis? I wouldnt Advertising on ball boys. slightly shocking how couldnt marketers look at such an attractive market for grabbing eyeballs of the viewers (considering the golden rule of marketing/advertising is to grab eyeballs and hence brand recall)? Ball boys are the ones who throw back the ball to the fielders after the ball reaches the boundary. Considering the number of times the ball reaches the boundary in T20 matches, doesnt it make logical sense to grab eyeballs of all viewers when the camera is focused on the ball reaching the boundary, the ball boy picking it up and throwing back to the bowler? Lets take the minimum amount of time that one such event happens lets say 5 seconds. The average number of times the ball hits the boundary during the course of the match (two innings) is say, 70 times which implies 350 seconds on/close to the ball boy. That is almost 6 minutes of advertising in prime time of the match where almost 30-35 ads of approx 10 secs each can fit in. The cost? What would be the cost of sponsoring the dress for ball boys

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with companys (or companies) logo imprinted on it? Get them in bulk and the cost would be next to nothing. The eyeballs it can grab plenty.

Rebirth of Super Selector: Super Selector. Summarily, it involved selecting a team across the whole bunch of players whom you think would score max runs/take wickets/effect run outs and depending on that, points would be allocated. The top scorers used to win prizes from Fabmall. The programme was a raging success. This programme was discontinued but I think its a great idea to bring up with this programme for the T20 championships. That would grab the attention of the younger audience (to whom you can pitch in/cross-sell more products, expensive products and hence better margins], create advertising for the prize-givers and offer prime time slots to showcase the programme along with different advertisements.

Bibliography

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Marketing management 12th edition (12e) by kotler and Keller page numer-27

Philip Kotler and Kevin Lane Keller, 2006, Marketing Management-12th edition, Pearson Education, Inc, Upper Saddle River, New Jersey. Kotler, Philip, Keller, Lane (2005) "Marketing Management", Prentice Hall

ONLINE REFERENCES
http://economictimes.indiatimes.com/Success_of_IPL_depends_on_building_l oyal_fan_bases/rssarticleshow/3013080.cms http://www.cricket20.com/db/indian_premier_league/default.asp http://www.thehindubusinessline.com/2009/02/18/stories/200902185093050 http://www.iplt20.com http://www.indiancricketleague.in/ (http://ipl.timesofindia.indiatimes.com/articleshow/msid-3084001,prtpage1.cms)

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