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Strategy

Strategy. Every ball of IPL was broadcast on 267 hours of live television There were more than 50 million page views on the official website in 14 days Indian newspapers devoted 530,000 column cm of space on IPL coverage.

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Strategy

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  1. Strategy

  2. Every ball of IPL was broadcast on 267 hours of live television • There were more than 50 million page views on the official website in 14 days • Indian newspapers devoted 530,000 column cm of space on IPL coverage

  3. “With IPL, cricket took a fresh guard…it was like starting the game all over again!” Sundar Raman, CEO, IPL.

  4. “With IPL, we want to do to cricket what PVR did to movies.” Amrit Mathur, vice-president of GMR Sports, the company that owns the franchise of the Delhi Daredevils “IPL was the biggest reality game show that India ever saw” Ambika Srivastava, CEO of media agency, Zenith Optimedia.

  5. TEST MATCH FAN

  6. TEST MATCH FAN One day fan

  7. IPL Fan

  8. &

  9. “The ingredients in the success of IPL were that it provided ample after-work entertainment, made for TV-centric family entertainment and saw the participation of foreign players and film stars. The irony, Krishnamachar said, was that 30,000 Indians were cheering for Pakistani bowler, Mohammed Asif in Delhi, but this also defined the success of IPL.”

  10. & ignited regional loyalty, that even Ranji failed to do.

  11. A deep dive under the skin of IPL!!

  12. 8 region-based teams 8 region-based teams

  13. 3managed go beyond their regional barricades & generated a pan-nation appeal

  14. A national level appeal!!

  15. How did the Kolkata Knight Riders manage to appeal across India?

  16. The “X” factor

  17. The SRK Charm! Badhshah of Indian Cinema Glamour of Bollywood (Transferred to the team) Fan base goes beyond men (traditional Indian Cricket fan) & includes children & women also(Brought new Cricket fans to IPL & hence team) Nation wide appeal (Transferred to the team) NRI – market appeal (Possible merchandise revenue source) Wide range of exisiting brand endorsements (Transferred to the team) Result: Did’nt make them the IPL Champions But did make them the most profitable IPL-08 team

  18. How did the Chennai Super Kings manage to appeal across India?

  19. The “X” factor

  20. The Dhoni Effect! The new breed (Gen X) of Indian Cricketer Bringer of a world Cup to India (after 14yrs – since 83) – was the underdog team & the under dog captain (Transferred to the team) National ODI team Captain (Transferred to the team) Glamour Appeal (girl adorers) – the hair style, ads etc; (Transferred to the team) Wide range of exisiting brand endorsements (Transferred to the team) The boy from small town India – hope for millions of up-country Indians (Transferred to the team) Represents 3 IPL- orphan states (Bihar / Jharkhand – home ground, MP, UP & others) (Transferred to the team) Result: almost – but not IPL Champions Don’t know about IPL – 08 profitability, but good IPL 09 - potential

  21. How did the Rajasthan Royals manage to appeal across India?

  22. The “X” factor

  23. Faceless team – under dog Rooting for the Under Dog! Not a threat at the start & empathy as IPL progressed Started as an underdog – hence people did not perceive them as a threat – hence were neutral Winning – gained empathy (garnered the support of the women folk – pan India) A hungry Captain – never the Aussie Captain Shane Warne’s Glamour Appeal (girl adorers) (Transferred to the team) Result: the IPL Champions Don’t know about IPL – 08 profitability, but might be a better IPL 09 - potential

  24. In Summary… A nation wide ‘X’ factor (Sharukh, Dhoni & Under dog tag)

  25. V/s Deccan Chargers… The nation wide ‘X’ factor? No (Sharukh or Dhoni & Under dog tag is endowed not claimed) Only a Symonds (fresh from the “maaki / monkey” controversy) – attention grabbing – not endearing

  26. + + + +

  27. + + + + Others tried at a larger reach and for a few tricks to glamorize & draw attention… But Failed!! Paid stars not as passionate or ever present as stars who own… other stars who own not big enough or stars who are inconsequential. Raises the question – did anybody calculate SRK’ss time as a Star spent on the brand to arrive at the final profitability of KKR

  28. What did the “X” factor actually do for: Analyzing the X factor further:

  29. Endeared KKR to SRK fans, who were not loyal to any team (either because they were from IPL orphan states or because they were not strongly connected to local teams – MI’s). Endeared CSK to Dhoni fans, who were not loyal to any team (either because they were from IPL orphan states or because they were not strongly connected to local teams – MI’s). Endeared RR to fans of other teams who were knocked out or who were not loyal to any team (either because they were from IPL orphan states or because they were not strongly connected to local teams – MI’s). Analyzing the X factor further:

  30. Endeared KKR to SRK fans, who were not loyal to any team (either because they were from IPL orphan states or because they were not strongly connected to local teams – MI’s). Endeared CSK to Dhoni fans, who were not loyal to any team (either because they were from IPL orphan states or because they were not strongly connected to local teams – MI’s). Endeared RR to fans of other teams who were knocked out or who were not loyal to any team (either because they were from IPL orphan states or because they were not strongly connected to local teams – MI’s). Analyzing the X factor further: A few key questions: How long shall SRK charm last? will it continuously create support – even if they lose? won’t other teams toughen-up their connects? A few key questions: How long shall Dhoni charm last? will it continuously create support – even if they lose? won’t other teams toughen-up their connects? A few key questions: No more the Underdogs? Can they repeat their performance?

  31. & What was the effect on other fans who had a team to root for?

  32. Did it convert the loyalist? Let’s check…

  33. Fan – check: (23 consumers)

  34. Why Mumbai Indians? I am a huge Shahrukh Khan fan. So KKR were my first favorites. But when the games started I realized that there is nothing like seeing your home team win. Also, everyone around me was cheering for Mumbai Indians so its very difficult to ignore your team. Thirdly when Sachin came back then obviously you can’t help but cheer for him.

  35. Why Chennai Super Kings? I am a Bihari and unfortunately there is no team from Bihar. Bas, Dhoni jahaan Bihar wahaan

  36. Who is your favourite cricketer? Sachin Tendulkar. He is the Baap of cricket. Then how come you are backing Chennai Super Kings? See, today I am talking in English but I learned my mother tongue, Tamil, first. So Chennai will always come before Mumbai. Sachin is my favorite but he is playing for Mumbai.

  37. Did it convert the loyalist? No!

  38. Our vision… Using it to check some people have broken this barrier:

  39. 103 yrs 61 yrs Undying loyalty of the fan Passed on from generation to generation - became a hereditary (DNA) loyalty & also continuously recruited new fans from all over the world. 106 yrs 107 yrs 52 yrs 109 yrs HOW? HOW? Since 1905 Since 1947 Since 1902 Since 1901 Since 1966 Since 1899

  40. 103 yrs 61 yrs Undying loyalty of the fan Passed on from generation to generation - became a hereditary (DNA) loyalty & also continuously recruited new fans from all over the world. 106 yrs 107 yrs 52 yrs 109 yrs HOW? HOW? Since 1905 Since 1947 By winning consistently (inspite of a few ups & downs) Since 1902 Since 1901 Since 1966 Since 1899

  41. However…

  42. was… of 2008 in 1905 of 2008 in 1947 In 1901 of 2008

  43. was… Did they have the global fan following that the have today? Did they whip-up the obsessive following that they generate today? Did they stand for such great ethos that they command in peoples minds today? Were they such huge phenomenon that they are today? of 2008 in 1905 of 2008 in 1947 In 1901 of 2008

  44. So how have these super-clubs evolved

  45. World England (W) London March 14, 1905 1906 1952 / 2008

  46. World USA Los Angeles 1947 1960 1972

  47. World USA Boston 1901 1903 1918

  48. The big learning: Root yourself in your roots & establish an ever-loyal fan Keep winning & appeal to the next circle of possible fans Potency of being a winner & increasing loyalty of fans, shall bring new fans – as your fan base grows larger, you start becoming an iconic brand & new fans becomes automatic

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