Submitted to:

Submitted by:

Samy Ahmed,

Naimul
1310590030

Kader

Lecturer,
Department
Business
NSU SBE

of

Marketing

&

Intl.

Kazi
Mohammad
1120019030
Avir
Siddique
1230081630
Syed
1330001630
Nahiyan
1410945030

Zakaria

Abrar

Faisal

Chowdhury

Hossain

Ahmed

The idea of domestic cricket was first originated by the formation of IPL (Indian Premier
League) in late 2008. IPL is the professional Twenty20 cricket league in India contested every
year by the franchise teams representing Indian cities. Following the legacy of IPL, the BPL
(Bangladesh Premier League) was formed in 2012. BPL is the replacement of National
Cricket League Twenty20. BPL is a city-based franchises instead of the divisional teams
which had participated in previously held domestic competitions. Hence, it is the pioneer
professional Twenty20 cricket in Bangladesh.
Before the formation of BPL, Bangladesh spectators used to watch IPL and most of them
used to support Kolkata Knight Riders as they used to associate and familiarize Kolkata as
most nearest neighbor sharing similar Bengali culture and some other factors. As history
says Bangladesh spectators are very emotional and sentimental when it comes to cricket be
it domestic or international.
The BPL team consists of Dhaka Gladiators, Khulna Royal Bengal, Chittagong Kings, Barisal
Burners, Rangpur Riders, Sylhet Royals, and Duronto Rajshahi. Each team is supported by
the spectators of individual cities. Another factor is the players in the teams for which BPL is
popular. For instance, Dhaka Gladiators is most famous among the viewers and fans because
of Mashrafe and Gayle.
In this season of BPL 2015, there is a new twist for the spectators: there is no teams for
Rajshahi and Khulna and the participating teams are: Barisal Bulls, Chittagong Vikings,
Comilla Victorians, Dhaka Dynamites, Rangpur Riders, and Sylhet Superstars.
Some of the top matches held in BPL 2015 (Public Choices) are: Rangpur Riders vs
Chittagong Vikings, Dhaka Dynamites vs Comilla Victorians, Sylhet Superstars vs Chittagong
Vikings, Sylhet Superstar vs Barisal Bulls, Sylhet Superstar vs Rangpur Riders. From this, it is
implied that Sylhet Superstars are the center of attraction in BPL 2015 and is gaining
tremendous attention from its viewers and spectators.
When it comes to match prediction by the spectators, the fans see Dhaka Dynamites as the
next champion. Dhaka Dynamites has been the pioneer champion of the idea involving nonprofessional cricketers based a cricket league. After ending the governance of Dhaka
Dynamites, Dhaka Dynamites got the position and they acquired the championship for two
times in a row. Dhaka Dynamites have a record that this is the only team to play all the
semi-final of the event, they lost two and they won two as well. This time the competition is
at its peak and the teams will be in more hunger to demonstrate their cricket-power and that
is going to be a challenge for defending champions Dhaka Dynamites. Comilla Victorians are
in more aggression because they were meant to win the event before a previous season.
Dhaka Dynamites are also in form as they rebuilt them in an aggressive attitude to win the
event, but they did not defeat the Chittagong Vikings in a way to become the champion.
Chittagong Vikings have managed to win the event for two times in a row and this is also a
reality that they have played two final matches before and did not able to pick a title for a
once.
Comilla Victorians, Barisal Bulls and Comilla Victorians will be in forward line to become the
champion and thats why the pressure on Comilla Victorians team to manage the title.
Barisal Bulls performed extremely well in the previous session as this survived in a couple of
matches and they got the chance to play final and that was just due to their hard work.

No doubt that Barisal Bulls is a difficult team, but this team is consisting on match winners
on a smaller scale which insists them to play securely. Rangpur Riders are also in healthier
form and they are looking extremely well to take on all the teams of the event.
Segmentation of BPL fans based on spectator's behavior:
The diehard fan:
These can be said as the true fans of cricket. They eat, breathe and think cricket apart from
watching and playing it. And no one can match to the excitement with which they see it!
Also, most importantly its not just the players of their team that they cheer. If anyone from
the opponent plays well, they never shy away from praising him.
The Temporary Fan:
They are the exact opposite of diehard fans. They know almost nothing of cricket. But they
try their best to show that they love cricket. Sometimes its because of the excitement they
see around and sometimes they just want to be a part of their group who constantly talk of
cricket. If you belong to this type then dont worry. Its not a sin to do so. You just happen to
add fun to the party!
The Analytical Fan:
Now this is one fan who loves to see the facts and figures that are shown during the match.
And as if no one has noticed, they happily repeat it for others. Numbers matter to them.
They are the ones who talk the most during the match. Some may find it irritating. But truly
speaking, its good to have one such fan. They enlighten the ones belonging to the previous
type.
The Parental Fan:
Just like our parents do, these fans never show their love by cheering. They criticize for
every wide, no ball, catch drop or wicket but never cheer for the fours and sixes. But once
the team wins, no one can help but notice the pride in their eyes! On the contrary if the
team lose then there are chances of them going into depression for a few days; for them,
cricket is a serious business!
The bottom line is- we love cricket, the happiness and excitement it creates around us and
you are witnessing it the most this year. Dont let this spirit fade away! Cheers to
Bangladesh Cricket Team, cheers to BPL and most importantly, cheers to cricket!
SWOT Analysis of Domestic Cricket Premier League:
Strengths:

Bangladesh Premier League (BPL) is based on Twenty20 cricket game which should
be completed in 2-3 hours. Which means that it is fast-paced and exciting, moreover
it is played on afternoon and evening on weekdays and weekend. Which makes it
very appealing as a mass sport. It is appealing as a spectator sport, as well to TV
audiences.
The BPL has employed many people in different ways and this has helped in
maximizing the revenues. The more unified the sport, the more successful it is.

Weaknesses:

Twenty20 has been so popular that it could replace other forms of cricket.

Some teams may not weather short-term failures and may be too quick to get rid of
key managers and players if things do not go well quickly.

Some teams have overpriced their advertising/sponsorship in order to gain some

short-term returns, and some sponsors are moving their investment at more
reasonably priced teams.

Opportunities:

Since it has a large potential mass audience, BPL is very attractive as a marketing
communications opportunity, especially for advertisers and sponsors.

The league functions under a number of franchises. Each franchisee is responsible for
marketing its team to gain as large a fan-base as possible. The long-term success of
all of the franchises lies in the generation of a solid fan-base. The fan-base can
generate large TV revenues.

Different fans will pay different amounts to watch the sport. There will be corporate
hospitality, season tickets, away tickets, TV pay-per-view and other ways to segment
the market for the BPL.

There is a huge opportunity for merchandising, for example sales of shirts, jerseys
etc. Grounds can also sell refreshments and other services during the games.

Marketers believe that the teenage segments need to be targeted so that they
become the long-term fan-base. The youth market may impress on their parents that
they want them to buy their clubs merchandise on their behalf, as a differentiator or
status symbol.

Threats:

BCB can generate determines long-term viability of the league. If the level of
competition drops, then revenue will fall.

If the franchisees fan-base does not generate income then they may not have the
cash to pay the salaries of the best players. Franchisee owners of BPL has already
faced this problem. However, if the investors invest in the best players and they do
not win the trophies, then they may not see a return on their investment. It will not
be a quick return on investment, so owners need to be in it for the long-term.

The most highly priced teams may not be those that have the early success.
Revenues will come from the most highly supported teams.

Targeting Strategies implemented by BPL:

BPL Estimated the customer need: Entertainment
They shortened the format of the cricket as it was becoming difficult for the viewers to
spend more than a day sitting in front of a TV to watch cricket matches.
They also introduced a lot of entertainment stuffs like inclusion of celebrities with different
teams and introducing the concept of having Cheer leaders.
It was no longer regarded as a cricket match, but indeed 4 hours of high adrenaline filled
experience.

Apart from entertainment BPL also gave the people Customer based Brand Equity. BPL has
made and reinforced its customer based brand equity effectively. It enriched the pleasure of
cricket by growing its pace and also by including Celebrities, cheer leaders, glamorous hosts.
These all factors were tied in to exploit the excitement and the adrenalin rush in-built in the
shortened version of the game. Apart from this BPL also gave a boost up to the small town
cricket players to dream big. They now have a chance to interact with their favorite
cricketing stars. All this helped BPL gain a positive association with the viewers. Presently in
the country every family has a favorite team to cheer for. All the people come together,
enjoy and feel being a part of the game.
Where exactly did BPL have it right or how did it utilize the situation?
Breakdown of seats:
The distribution of seats was according to the price. This fulfilled their desires of selfesteem and self-awareness. Fundamentally, the seating plan was designed based on the
location of the seat and the consumer characteristics. Referring to the degree of the
customer experience, the pricing of the seats were decided. In most of the BPL locations,
the seating planning and pricing were done as per the service level objectives and
segmentation on the basis of the customer experience.
Timing of the game:
The BPL matches have been generally been organized in the months of April and May.
The main reason why organizers of BPL choose April and May was due to the viewership
factor. Youngsters, be it school going teens or college students, generally have holidays
all through the months of April and May since its either the term breaks or the summer
in Bangladesh. Hence, the organizers thought that by keeping the league during these
months, they can vouch for the viewership of the youngsters which were their prime
Target audience.
The organizers also adjusted the time of the matches to be in the late evening, around 8
PM to ensure that the working class can also be their viewer. A basic concept was also
used for catching or attracting maximum number of viewers going to office by keeping
the matches from 4 PM during the weekends, where BPL used to conduct 2 matches in a
day and for the remaining days in the week there used to be a single match being
telecasted live from 8 PM.
BPL also promoted the entire tournament in such a manner such that the whole family
can sit together and watch the match.

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