Riding The Brand Wave The Game Of Brands

IPL8 Buzz

Therefore Consultancy and Services Pvt. Ltd.

About Us

Therefore is a Techno-Marketing company with a core focus on Offline to Online Marketing Automation It captures last mile information of the customer interacting with a brand across all

media platforms and in real-time

It helps Businesses connect to their customers, measure everything about their communication and effectively help close a deal

The core competency of Therefore is Analytics and Reporting systems

Built on a Big Data platform the system is highly scalable and can be integrated with any other technology and platforms

In a nutshell, we provide an integrated platform in order to arrive at an informed decision

IPL8 As a Brand

Indian Premier League (IPL) is one of the most awaited and talked about sports event of its kind

It has made its global presence felt, by making it the most followed league after the English Premier League, in just six years

IPL is the most watched cricket league in the world The cumulative reach of IPL has grown steadily from 101 mn in 2008 to 189 mn in 2014

IPL is where Talent Meets Opportunity It is a tournament where renowned international cricketers come together on one stage & budding Indian players are groomed under their guidance.

Brand Performance League

Along with the cricketing league, a parallel league of Brands is competing for their presence felt. There is a need felt to study the performance of ones Brand in this league

Thus the Branding exercise, involving huge budgets and heavy advertising, can be evaluated in terms of:

Sponsorships and Investments

Brand Exposure during IPL

Brand Engagement with the TGs during IPL

Brand ‘X’ and its competitors in the same event

Association with the celebrities in IPL and its impact on the Brand

IPL8 BUZZ

Day Wise Trend

15 23 19 28 25 28 35 30

220

169

140 146 133 139

113 131 128

109 105

68

102

136

104

0

30

60

90

120

150

180

210

240

8-Apr 10-Apr 12-Apr 14-Apr 16-Apr 18-Apr 20-Apr 22-Apr 24-Apr 26-Apr 28-Apr 30-Apr

623

457 471

373 340

276

407 445 454 432

473 406 415

479 487 455 446 448

361 430

363 283 312 304

0

100

200

300

400

500

600

700

1-May 3-May 5-May 7-May 9-May 11-May 13-May 15-May 17-May 19-May 21-May 23-May

Period: 8th Apr-24th May Source: TC&S

Amity University

22%

14%

6% 5% 5% 4% 4% 4% 4% 2%

0%

3%

6%

9%

12%

15%

18%

21%

24%

DNA Pepsi Sony Six Idea Air India ICE The Telegraph Gulf Jet Airways Woo

Top 10 Sponsors

Sponsor Buzz

Pepsi DNA

Overall

DNA DNA DNA DNA Pepsi

Week 4 Week 5 Week 6 Week 3 Week 2 Week 1

Period: 8th Apr-24th May Source: TC&S

10

58

56

Most Visible

Least Visible

Not Visible

Franchise Buzz 15%

13% 13% 13%

12% 11% 11%

11%

0%

2%

4%

6%

8%

10%

12%

14%

16%

Mumbai Indians Delhi Daredevils Kings XI Punjab Chennai Super Kings

Rajasthan Royals Kolkata Knight Riders

Sunrisers Hyderabad

Royal Challengers Bangalore

Franchises

Mumbai Indians

Mumbai Indians

Overall

Mumbai Indians

Mumbai Indians

Sunrisers Hyderabad

Kings XI Punjab

Delhi Daredevils

Week 4 Week 5 Week 6 Week 3 Week 2 Week 1

Period: 8th Apr-24th May Source: TC&S

Franchise Sponsors Buzz

61%

19%

9% 6%

2% 2% 1% 0%

10%

20%

30%

40%

50%

60%

70% Delhi Daredevils

Visible Sponsors: 7 Actual Sponsors: 12

47%

16% 12%

6% 6% 4% 2% 2% 2% 2% 2%

0%

10%

20%

30%

40%

50% Kings XI Punjab

Visible Sponsors: 11 Actual Sponsors: 17

59%

31%

7% 3%

0%

10%

20%

30%

40%

50%

60%

Royal Challenge Huawei Reebok Tata Motors Bolt

Royal Challengers Bangalore

Visible Sponsors: 4 Actual Sponsors: 19

57%

17% 12%

7% 5% 3%

0%

10%

20%

30%

40%

50%

60%

Gulf Kingfisher Aircel Sansui The India Cements Ltd

Amity University

Chennai Super Kings

Visible Sponsors: 6 Actual Sponsors: 14

Period: 8th Apr-24th May Source: TC&S

Franchise Sponsors Buzz

41%

14% 10% 9% 8% 7% 6% 4%

1% 1% 0%

10%

20%

30%

40%

50% Mumbai Indians

Visible Sponsors: 10 Actual Sponsors: 18

48%

21% 16%

5% 3% 2% 2% 1% 1%

0%

10%

20%

30%

40%

50% Rajasthan Royals

Visible Sponsors: 9 Actual Sponsors: 17

79%

16%

3% 1% 1% 0%

20%

40%

60%

80%

Idea Spicejet DTDC Varda Book my show

Sunrisers Hyderabad

Visible Sponsors: 5 Actual Sponsors: 13

70%

13% 6% 4% 2% 2% 1% 1% 1% 0.3% 0.3% 0.3%

0%

20%

40%

60%

80% Kolkata Knight Riders

Visible Sponsors: 4 Actual Sponsors: 14

Period: 8th Apr-24th May Source: TC&S

Player Buzz

3% 3%

3% 3%

2% 2% 2% 2% 2% 2%

0%

1%

2%

3%

4%

Rohit Sharma MS Dhoni Chris Gayle Gautam Gambhir Virat Kohli Mitchell Starc Yuvraj Singh AB De Villiers David Warner Ajinkya Rahane

Top 10 Players

Rohit Sharma

Rohit Sharma

Overall

MS Dhoni Rohit

Sharma Rohit

Sharma Yuvraj Singh

James Faulkner

Week 4 Week 5 Week 6 Week 3 Week 2 Week 1

Period: 8th Apr-24th May Source: TC&S

Top 5 Players

Period: 8th Apr-24th May Source: TC&S

Kolkata Knight Riders Delhi Daredevils

Yuvraj Singh

135

Shreyas Iyer

90

Zaheer Khan

56

Angelo Mathews

51

Imran Tahir

45

Gautam Gambhir

164

Sunil Narine

130

Shakib Al Hasan

82

Robin Uthappa

77

Andre Russell

65

Top 5 Players

Period: 8th Apr-24th May Source: TC&S

Mumbai Indians Chennai Super Kings

MS Dhoni

178

Suresh Raina

115

Dwayne Bravo

115

Faf Du Plessis

94

Dwayne Smith

89

Rohit Sharma

193

Harbhajan Singh

122

Kieron Pollard

121

Parthiv Patel

78

Lasith Malinga

82

Top 5 Players

Period: 8th Apr-24th May Source: TC&S

Rajasthan Royals Kings XI Punjab

Glenn Maxwell

99

Virender Sehwag

87

George Bailey

84

David Miller

81

Mitchell Johnson

80

Ajinkya Rahane

131

Steven Smith

81

James Faulkner

77

Tim Southee

60

Sanju Samson

55

Top 5 Players

Period: 8th Apr-24th May Source: TC&S

Sunrisers Hyderabad Royal Challengers Bangalore

Chris Gayle

164

Mitchell Starc

139

Virat Kohli

139

AB De Villiers

134

Dinesh Karthik

79

Shikhar Dhawan

99

David Warner

134

Trent Boult

99

Dale Steyn

73

Eoin Morgan

68

Brand Visibility Index

75

111.9

67

111.6

15.9

84

76 75.13

12 13 12 11 12 12 13 14

KKR MI RR RCB SRH DD KXIP CSK

0

20

40

60

80

100

120

Brand Value in mn $ Visibility in %

Period: 8th Apr-24th May Source: TC&S

The Key Players

Sports Personalities top

the list with Franchise as a

brand following at 2nd position

Sports Personalities

52%

Celebrities

2%

Negative News

15%

Sponsors Brand

9%

Franchise Brand

26%

Period: 8th Apr-24th May Source: TC&S

6% 4%

4% 4% 3% 3% 3% 2% 2% 2%

0%

2%

4%

6%

8%

Top 10 Sources

• sports .ndtv.com Week 1

• dnaindia.com Week 2

• dnaindia.com Week 3

• cricket country.com Week 4

• cricketcountry.com Week 5

• Cricketcountry.com Week 6

Week 1 1%

Week 2 8%

Week 3 8%

Week 4 24%

Week 5 26%

Week 6 32%

Weekly Buzz

Period: 8th Apr-24th May Source: TC&S

Owner Celebrities Buzz

26%

23%

9% 8% 7%

6% 6% 5% 5%

2%

0%

5%

10%

15%

20%

25%

30%

Preity Zinta Shahrukh Khan

Vijay Mallya Mukesh Ambani

Gauri Khan Juhi Chawla Shilpa Shetty

Raj Kundra Nita Ambani

Varun Manian

Preity Zinta tops the list of celebrities with Shahrukh Khan at the 2nd position

Period: 8th Apr-24th May Source: TC&S

Top 10 Keywords

260 250

228 228 224 224

198 197 193 190

0

50

100

150

200

250

300

Mumbai Indians

DNA Delhi Daredevils

Kings XI Punjab

Chennai Super Kings

CSK Rajasthan Royals

KKR Rohit Sharma

Kolkata Knight Riders

Mumbai Indians tops the list of keywords with a close follow by DNA at the 2nd position

Period: 8th Apr-24th May Source: TC&S

1st ever Indian sports league

Has undergone many marketing and Brand building exercises

Along with its 8 participating teams, IPL event on the whole has built its own Brand

New Brands in the form of the teams have become household names. They were non-existent before. This has given birth to a business opportunity that all possible sectors are cashing in on

From its unique IPL tune to various advertising campaigns every season, IPL has made its separate positioning in the minds of its Prosumers

Its audience is spread all around the globe

IPL the Brand Game

Brand Performance League

The 1st season of IPL saw over 100 advertisers with over 150 Brands on air with the tournament on TV

The number of advertisers has kept increasing ever since, including the various endorsements to the on ground advertising

Advertisers look at IPL as a Strategic Marketing Initiative More and more Brands are willing to be associated with the league for various marketing initiatives like: impact, continuity, reach or frequency

Every visible part of the IPL player’s attire is taken up by a Brand

From being a principle team sponsor to some other associations, Brands are only adding to the cluttered competition.

This association should be evaluated beyond the exposure it gets on ground

Introducing BuzzAngles

The Digital world has given rise to a new breed of influencers, opinion leaders, critics or in some cases just a voice wanting to be heard. It is a complex world and most times replete with jargon or terms which are not easily understood. Having said that, brands are built or (sometimes) destroyed overnight as opinions or experiences are floating freely for anyone who is willing to lend an ear.

In order words the digital world is a necessary evil and listening, tracking and most importantly measuring the impact on the brand has become very crucial and complex at the same time. Making sense out of the data on a common platform is also a huge challenge.

BuzzAngles focuses on measuring what is relevant along with detailed analytics on the brand. It keeps you informed about the dynamics of the digital medium, by Monitoring, Capturing and Analyzing the information. It delivers knowledge that can be visualized and represented via web application and mobile app keeping your focus only on decision making.

BuzzAngles

BuzzAngles intends to come out with periodic reports focusing how the Brands sponsoring IPL are mentioned in the Digital Space The Digital PR

Blogs

Social Media

The report will focus only on the Brands visibility, the way it is perceived in this Digital Space

To know about BuzzAngle Platform Click Here

BuzzAngles Similar PPT’s

IPL7 Synopsis ppt- http://goo.gl/hP4hHg

Pre IPL8 Buzz- http://goo.gl/Gje8yN

IPL8 game of brands 2015- http://goo.gl/bqzC9n

IPL8 game of brands Week 1&2- http://goo.gl/IlNujb

You Plan Therefore You Succeed

Thank You

Disclaimer

Disclaimer: The research report or any part of the analysis provided by Therefore Consultancy and Services Pvt. Ltd. is strictly meant for its intended recipient/s only. Reproduction in any form, either in part or whole for personal benefit or redistribution without prior permission is strictly prohibited. The information provided in the research documents is an outcome from various methods and data points available which are reliable to the best of our knowledge. However Therefore Consultancy and Services Pvt. Ltd. and/or any of its affiliates and/or employees shall not be liable for loss or damage that may arise from use of this research/ analysis. Therefore Consultancy and Services Pvt. Ltd and/ or any of its affiliates and/ or employees may or may not hold positions in any of the representations mentioned in the document. The report also includes analysis and views expressed by our research team. The research report is purely for information purposes and does not construe to be investment recommendation/ advice or an offer or solicitation of an offer to buy/ sell any media Properties. The opinions expressed are our current opinions as of on the date appearing in the material and may be subject to change from time to time without prior notice. Neither this report, nor any opinion expressed herein, should be construed as an offer to sell or a solicitation of any sort. The company accepts no liability whatsoever for any direct or consequential loss arising from the use of this report or its contents.