integrated marketing communication- kkr

Introduction

• Kolkata Knight Riders (KKR) is the franchise representing Kolkata in the Indian Premier League, a Twenty20 cricket tournament

• UK based brand valuation company suggests , Kolkata Knight Riders (KKR) are ranked as the second most valuable franchise brand at US$42 million.

• Bought by Bollywood actor Shahrukh Khan's Red Chillies Entertainment in partnership with Juhi Chawla Mehta and her husband Jay Mehta for a price of USD 75.09 million.

• KKR are easily the most successful franchise in the IPL, achieving a profit of Rs. 13 crores

• This is solely due to the efforts of the advertising maestro, Shah Rukh Khan.

• KKR is the only team other than RR that does not have associated Brands

• KKR sponsors are HDIL and Belmonte.

• The Telegraph (Kolkata) and Tag Heuer are associates sponsors

• Sprite Nokia and Matrix second Title sponsor.

• Reebok is the merchandise sponsor for the team.

KKR’s Logo

• The logo of the team consists of blazing golden Viking helmet against a black background with the name of the team written in Gold.

• Black stands for the ‘courage of Maa Kali’ and Gold stands for the ‘spirit of winning’

�• The KKR logo is the flagship symbol of KKR’s IMC campaign.

• This design became one of the most recognized Franchisee Brand logo during the IPL.

KKR’s Mascot

• Mascot name Hoog Lee - better than any Lee in the world.

�• Hoog Lee is “A lazy royal Bengal Tiger who loves to eat

Burgers”

• Hoog lee Comics were also released to attract young viewers of age 8 to 12

Team Anthem

• Main theme anthem is “Korbo, Lorbo, Jeetbo Re” i.e We will do it, fight for it, win it

• Composed by Vishal - Shekhar, famous Bollywood composers

• Presented as team’s motto, and had a touch of Bengal in it

• Video was released on Television channels and Internet

• A KKR music album is expected shortly, and will be graced by voices and compositions of Usha Uthapp and Bappi Lahiri.

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Print MediaPrint ads were generally in collaboration with Sponsors.

TV Commercials A series of interesting and catchy commercials are released every

season. They generally show the strength of the team build team loyalty.

TV Commercials as Surrogate Advertising

KKR leverages itself in the ads of associated brands as well.

TENSION MAT LE YAAR CAMPAIGN WITH NOKIA

Merchandising

• Tie up with Reebok, Lux Cozi and Home Shop 18 to sell KKR merchandise online as well as in walk in stores.

• Huge demand of Merchandise among Fans and KKR loyals generated a lot of revenue as well.

ॠTie up with Nokia, distributed free merchandise as

promotional offer for those who purchased a Nokia cell phone during IPL.

• Helped in building Brand loyalty and Brand Activation

Websitehttp://www.kkr.in/

• Easy interface• Based on the theme of warriors and Team’s uniform color• Contains a lot of photos and videos, timely updated• Tickets of matches can also be purchased through the website• Also provides information regarding contests and sponsors

Social Media Presence• Social Media Presence

• Facebook page / Orkut Page / Twitter Page.

• KKR also tied up with Orkut and a dedicated KKR theme was created.

YouTube Presence

• Youtube Presence• �• Thousands of videos available relating to KKR• �• Mostly posted by users• �• However we couldn t find KKR,as a user,postingvideos• �• Lot of hits for KKR related videos•

Blogs

• Official Blog - http://www.kkr.in/teamblogs.aspx managed by KKR and link to this can also be found on their website

• Many other blogs by fans like http://www.sriraj.org/sports/official-kolkata-knight-riders-blog/

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Out of Home Media

• Advertising through hoardings on important roads of cities.• Also visible on screens in malls and restaurants.

KKR Contests

• Rewards in form of tickets and merchandise

Fans Club – Loyalty Program• The Knight Club - membership fees Rs 550 per year. On joining,

members receive KKR goodies plus access to exclusive content on website.

• Planet Knight – Another place for fans to interact and discuss. �Membership free.

Simulated Games Developed online simulation games in partnership with Zapak

Digital Entertainment around the same theme of KKR to ensured continuous involvement with the Brand.

Comparative Analysis

Brand Valuation

Brand valuations of the IPL teams 1. Kolkata Knight Riders - $42.1 million2. Mumbai Indians - $46.1 million3. Rajasthan Royals - $39.5 million4. Chennai Super Kings - $39.4 million5. Delhi Daredevils - $39.2 million6. Royal Challengers Bangalore - $37.4 million7. Kings XI Punjab - $36.3 million8. Deccan Chargers - $34.8 million

Brand Differentiation

Kolkata Knight Riders Mumbai Indians Chennai Super Kings

Value Proposition Korbo Lorbo Jitbo Re (Team of Warriors)

Duniya Hila Denge Indians

Different Team – Same Pride

Association Shahrukh Khan Sachin Tendulkar MS Dhoni

Strength Best Coaching Staff Strongest Squad World’s Best Captain

Sponsorships 10 11 3

Audience Cricket Crazy Bengalis Mumbaikars & Sachin Fans

Chennai & Dhoni Fans

Perceptual Map

Awareness(Fan Following)

Players(Squad)

DC

KKRCSK

MIRCB

DD

Kings XI

Pune

RR

Kochi

Strong

Weak

High Low

Thank YouGroup Members Roll NosSiddhanth Hiwale 10

Rikita Kakkad 12

Abhijit Majumdar 16

Shagufta Merchant 20

Satish Rathi 25

Manish Singh 31

Victor Sinha 32