ICL & IPL

IPLOne can legitimately claim that an IPL is the best example

to learn marketing as it has not left a single mode of promoting and positioning

the service product for cricket fanatic India. Not only in India but world over

the game is being promoted. We can see some Marketing Strategies that are involved to

make this league a case of business revolution is as follows: 1. Auctioning of Franchisees: This was the major crowd

puller. IPL had not started even and was a huge hit. The kind of money and

people involved made the league very popular. Giving franchisees to some

big guns like Mukesh Ambani, Vijay Malaya, Shah Rukh Khan, etc.

fetched a huge public attention and create a curiosity in their minds

to follow this league. 2. Auctioning of Players: Again, huge sums were involved

and there was an open auction for players held between all the

franchises. The IPL generated news for showing how the team was

composed. Who were the main players and the amount of money that IPL was

offering to the players made for an entirely new playground. Even,

cricketers like Adam Gilchrist, Glenn McGrath, etc. who had retired from world

cricket joined IPL. 3. Cheerleaders: This was the fun part of IPL. It was

also one of the most important factor to influence the people. 4. Timing: As this format of cricket required only 3 hours

as against 8 hours required for ODI and 5 Days required for Test Matches, it

was positioned in the prime time category. This gave a tough fight to the

daily soaps. The conventional strategies focused on Differentiation OR

Low Cost, whereas the marketing strategies used by IPL were for Value

Innovation.

How It All Started !!!8 Teams were made

16 Players from all countries8 From Indian Team

4 From other countries ( 5 for Pune Warriors )

3 From Ranji Team

1 From Under 19 Indian Team

Sponsorship…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 IPL signed up Kingfisher Airlines as the official umpire partner for the series in a Rs.106 crore

Organizing & WorkingIPL works on a franchisee based system. Under the model, a sponsor wanting to have its team pays a stipulated fee to the BCCI to get ownership. The franchisee also shares revenues with the cricket board. To start with, IPL has franchised eight teams with two more to be added till 2013. The franchisee can at a later stage list the team on stock exchange, trade players, etc. Indian Premier League also introduced the concept of Icon player. An icon player is a player who can only play for his home city in the competition. These icon players don't have to go through bidding. These icon players have an advantage that they are guaranteed to get paid at least 15% more than the next top earner in their team.

Research Analysis

Research Methodology 1. Consumer Research to understand

involvement in IPL 2 a. The viewing patterns b. Team and player preferences c. Brand Associations

Research Analysis

Findings…

• Blue Ocean Strategy– Denote all the industries not in existence today. – The unknown market space, untainted by competition.– Demand is created rather than fought over.– Ample opportunity for growth that is both profitable and

rapid.– In blue oceans, competition is irrelevant because the

rules of the game are waiting to be set.– Blue Ocean is an analogy to describe the wider, deeper

potential of market space that is not yet explored.

Findings…

• Globalization.• Supply exceeding demand.• Accelerated product life cycles & obsolescence.• Co modification of products.• Brand Development.• Efficiency and Effectiveness reaching a plateau.

Findings…• Mixture of Cricket and Entertainment, two of the most favorite past • times of Indian population. • It has penetrated in the entertainment industry as Manoranjan Ka Baap. • Major films and TV programmes are not scheduled to coincide with the • IPL as it will bring huge losses. • 2. Each and every associate of IPL has benefited from it. • 3. Market share of sponsors have experienced good results. In the second • edition ZooZoos of Vodafone have created a whole new marketing • challenge for Vodafone's rivals. • 4. There is a whole new genre created. First, it was the ODI world cup • which came once in 4 years. But, IPL is to be played every year and thus • the excitement has lived on. • 5. Sony Entertainment Television has trebled their TRPs. • 6. The media coverage of IPL has been phenomenal.

SWOT

SWOT

StrengthsBased on T20 formatOnly 2.5 hrs of playing time neededInclusion of big names from corporate and entertainment industry WeaknessMoney can replace sportsmanshipCan create internal rivalry between playersCricket has now become a business

OpportunityGreat opportunity for advertisers and sponsorsFranchises have sound investment option

ThreatsDomestic tournaments can take hitThe league is quite long and thus may burnout players

SWOT