How would you judge its growth strategy?

The UKbased brand consultancy, Brand Finance, has valued the !PL at $4.13 billion (Rs 18,338 crore) in 2010.|36] !t was
valued at U$2.01 billion in 2003 by the same consultancy. !nterestingly, brand !PL has a higher valuation than English
Premier League club Nanchester United, which is valued close to USD 3 billion.
"The !PL brand alone has risen significantly from the previous year's valuation providing tremendous economic value to its
owner BCC!," Brand Finance, the brand valuation consultancy, said in a media release.
"!n comparison to international benchmarks for sporting business such as EPL (English Premier League) which is valued at
$12 billion, the !PL juggernaut, in a short span of 3 years, is valued at $4 billion and has the potential to grow further," said
Unni Krishnan, Nanaging Director of Brand Finance !ndia.
"A huge amount of intellectual property is being created by the complete !PL ecosystem which was sustained despite last
year's difficult economic conditions. This demonstrates the exponential value of !PL and the brand potential in a cricket
loving country like !ndia and other global cricketing countries," Brand Finance said in a release.
According to a report by Rediff in April 2011 Corruption and controversies have eroded the brand value one of !ndia's
fastest growing global brands, the !ndian Premier League (!PL). !ts value has dropped by a whopping $460 million.
The !PL's value stands at $3.67 billion, down from $4.13 billion a year ago. The brand value was pegged at $2 billion in
2003.
Current Rank(2011) Name of
Franchise/Team
Brand value in 2011 Rank 2010 Brand value in 2010
Mumbai Indians $57.13 million 2 $40.80 mn
0nnai Sup07
Kings
$55.37 million 1 $48.4 mn
#4aI aII0ng07s
BangaI470
$47.58 million 6 $41.9 mn
K4Ikata Knigt
#id07s
$46 million 3 $46.05
0Ii a70 0;iIs $40.85 million $40.55 million
d07abad 0..an
a7g07s
$38.76 million 8 $34.44 mn
Kings XI Punjab $35.75 million 7 $36.05 mn
#ajastan #4aIs $33.78 million 4 $45.16 mn

sources of brand equity and provides recommendations concerning how to build and manage equity for the
brand chosen. After summarizing current and desired brand knowledge structures, you should outline
creative and relevant directions for management of your chosen brand, providing justification where
appropriate with course concepts.
ove it or hate it but you can't ignore it, that's ndian Premier eague (P, the domestic
professional Twenty20 cricket competition in ndia. Since its inception in 2008, initiated by the Board
of Control for Cricket in ndia (BCC, P has come a long way and has emerged as one of the top
sports brands in the world. According to alit Modi, the Ex P Chairman and Commissioner and
brain child behind the event, P was the fifth largest brand in the world of sports in two years of
operation, just below FFA and higher than Wimbledon and F1. The P has actually become the
number one cricketing property in the world.
IPL B7and
P was started in 2008 and as per recent study by a UK-based brand valuation consultancy; the
brand value of the P has more than doubled to USD 4.13 billion (over Rs 18,000 crore in 2010
from USD 2.01 billion in 2009. Mainly three factors helped P to become a super Brand.
The very essence of the brand is the game of Cricket and as far as ndia is concerned there is
nothing to beat when you have a product mix of Cricket + Bollywood (Most of the teams are directly
or indirectly related to Bollywood starsin terms of entertainment value delivered.
Second major factor is the advertisement expenditure that is made on the brand. Reach of P over
the years was phenomenal. P reached to almost 77 million people in the first 14 matches, and P-
2 went to 96 million. Around 108 million people watched P-3 season. The ratings have also raised
team earnings and brand equity of P.
When it comes to advertisement, P earned Rs 54 crore by selling 150 seconds of airtime on
SetMax by carrying ads on the scoreboard during an over. Even the air above a stadium was sold:
MRF paid almost Rs 15 crore to have its blimp in the sky for 24 matches. This is going to be even
more bigger and better. The international partnership with Google-Youtube was a game changer
when it comes to Broadcasting. After the introduction of 3G technology in ndia, New media rights
such as live streaming on mobiles, mobile nternet, mobile scorecards and smart phone applications
have exploded.
B7and ass4.iati4ns and Sp4ns47sips
The P is predicted to bring the BCC income of approximately US$1.6 billion, over a period of five
to ten years. Kingfisher Airlines is the official umpire partner for the series, the deal is106 crore (US$
24.06 million. This deal sees the Kingfisher Airlines brand on all umpires' uniforms and also on the
giant screens during third umpire decisions. ndia's biggest property developer DF Group paid
US$50 million to be the title sponsor of the tournament for 5 years from 2008 to 2013.
Other five-year sponsorship agreements include a deal with motorcycle maker Hero Honda worth
$22.5-million, one with PepsiCo worth $12.5-million, and a deal with beer and airline conglomerate
Kingfisher at $26.5-million.
World famous brands like Adidas, Genesis, Oceanbed, Puma and Reebok have their own range of
merchandising for fans.
M07.andising
P related merchandising itself is a huge industry. There are two types of merchandising, one P
level and team level. One of the P level merchandising was one Swiss watch brand Bandelier
which launched its P collection. The company has tieups with watch retailers in CC countries as
well as in countries that have a sizable ndian diaspora. adies watches start from Rs. 45,000 while
men's watches start from Rs. 70,000.
When it comes to team level merchandising, major merchandising includes Backpack, Bags,
Bandana, Banner, Bat, Bottle Chiller, Bracelet, Cap, Flag, Gym Bags, Horns, Keychain, Keyrings
Magnet, Mug, Playing Cards, Slide, Sport Bottle, T-Shirt, Trumpet, Wallet, Waterbottles and Wrist
Band. One can search all these products by based on Teams, colours, Brands, price range and
category (Men, Women and Kid Mumbai ndians had almost 31 different pieces of merchandise in
season 3 compared to the 20 items in previous seasons. Chennai Super Kings (CSK came up with
T-shirts bearing Captain M.S. Dhoni's name and his number seven team number. CSK had 28
branded items. Rajasthan Royals launched special turbans for their fans
M4biI0 appIi.ati4ns
DC Mobile Studios (A division of Dot Com nfoway imited, in conjunction with Sigma Ventures of
Singapore, jointly acquired the rights to be the exclusive Mobile Application partner and rights holder
for the P matches worldwide. They released the P T20 Mobile applications for iPhone, Nokia
Smartphones and Blackberry devices. Soon it will be made available across all other major Mobile
platforms including the Android, Windows Mobile, Palm & others.
As per Kevin, who did a detailed case study on P brand, revenue comes from various sources like
Theatrical rights, rights to P screening in cinema halls and Bars, nternet rights, after match
parties, various P branded shows like P Rockstar, P Awards night, P parties and P fear
factor. There was a huge jump in individual team sponsors from season 1 (40 to season 3 (80 and
counting. Kolkata Knight Riders alone had 12 sponsors.
ike the Christmas, Diwali or Pongal, P season has now become a major event. This is the clear
demonstrates the power of P Branding. Now with any other shopping seasons, mainly festival
seasons, in P season also many companies have come up with offers, some regular and unrelated
ones and some innovative ones that's really connects to the P brand. Here are some examples of
how various industries have encashed the P brand in Chennai.
Fast F44d ains
This one, 'meal pe free hit' offer from MacDonald's, buy one meal and you get another one free is
the same old BOGO (Buy one get one free stuff but in cricketing language. But Offers like this
"Cricket Crazy offer, buy Medium / Family Pizza and get Garlic bread and 7up free, from Pizza Hut
is surely for the name sake. BOGO again (Buy one get one free Cricket is only in the name and no
way connected to the spirit of P or even cricket. Now Pepsi, during the P season was eyeing at
the T20 World cup but the offer was another usual stuff. Buy 2 Pepsi; complete the slogan (how
many times in our lives we will keep on completing the slogans?And win tickets
af0 P70mi07 L0agu0
Cafe Coffee Day, a chain of coffee shops in ndia having its headquarters in Chikkamagaluru,
Karnataka, came up with a different game that went very well with the P season

The game is you order, score runs based on bill amount, register in CP, answer questions and win
tickets to the P matches. f you order CP super six menu (caught behind, cheer leader, power
playyou can score 50% more runs. They also displayed a wide range of Official Dhoni
merchandising like Tea cups and bottles. Some CSK souvenirs, autographed bats and caps. Apart
from this, CP had the usual stuff, Third Umpire: to spot 20 differences.
dss0 P7iz0 L44t!

Odyssey, Chennai based premier leisure store chain, came out with OP contest Odyssey has
complete range of Deccan Charges merchandising.
Appa70I Indust7
Peter England is one brand that utilized the P brand to the best. They had all new cricketing
avatars for CSK fans, with danglers of interesting caricatures of Dhoni and Suresh Raina hanging all
over. Peter England had a whole lot of fan gears (CSK fan gear. Right from T-shirts to Binoculars to
wrist bands to Caps
4t0Is and 70stau7ants

What's the easiest and cheapest way for hotels/restaurants to get associated with P? Put up a
banner, then set up a big screen, print a banner and invite all! To go a little further, try to put some
catchy phrases like 'tasty matches' and delicious scores. One of the restaurants specialized in sea
foods put up a banner having Dhoni's image and wrote 'A Great catch!', now that's interesting But
the one who got the real taste of P was DC, (not to confuse with Deccan Charges 'Dosa Calling'.
DC has whole set of P special items like bouncer bonda, inswinging idli upuma to name a few.
DC has done some homework and put lots of efforts to embrace P season. There was a big
screen where one could enjoy the P matches.
ff07s

All the P teams have official partners and for them P season is a real celebration. Various offers
pour during the match season. Some being "Twenty days, Twenty cars free offer and you get a
cricket kit signed by a Bollywood super star (he is also a co owner of an P team when you buy a
car.
This is going to get bigger and better in the coming years to come with more teams and matches
getting added.

Market|ng M|x of IL
IPL - The Indian premier league has taken the cricketing world by storm. It has also got its marketing mix
spot on. Read on to discover the perfection in the marketing mix of Indian Premier League

The Indian Premier League (often abbreviated as IPL), is a domestic professional Twenty20 cricket
competition in India. It was initiated by the Board of Control for Cricket in India (BCCI) headquartered in
Mumbai[3][4] and supervised by BCCI Vice President Chirayu Amin, chairman & commissioner for IPL, and
CEO, Sundar Raman. It presently includes 10 teams (franchises) consisting of players from different
countries. It was started after an altercation between the BCCI and the Indian Cricket League.[5]

In 2010, IPL became the first sporting event ever to be broadcast live on the YouTube.[6] Its brand value
was estimated to be around $4.13 billion (over Indian rupee18,000 crore (US$ 4.09 billion)) the same
year.[7][8] According to global sports salaries review, IPL is the second highest-paid league, based on first-
team salaries on a pro rata basis, second only to the NBA. It is estimated that the average salary of an IPL
player over a year would be 2.5 million.[9]

Product

IPL stands for Indian Premier League. It is a Twenty20 tournament started by BCCI. It is the brainchild of
Lalit Modi. It started in the year 2008 and comprises the players from all over the world. A perfect blend of
cricket & entertainment. Its providing a stage for many youngsters to show their performance & profitable
too to Advertisers and broadcasting channels.

Price

As far as the IPL pricing structure is concern, 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 money will be distributed in
these proportions until 2017, after which the share of IPL will be 50%, franchisees 45% and prize money
5%. The IPL signed up Kingfisher Airlines as the official umpire partner for the series in an Rs.106 Crores
(1.06 billion) deal. This deal sees the Kingfisher Airlines brand on all umpires uniforms & also on the giant
screens during third umpire decisions. Sony Entertainment Television signed a new contract with BCCI with
Sony Entertainment Television paying a staggering Rs.8700 Crores (87 billion) for 10 years.

Place

The first season of the Indian Premier League commenced on 18 April 2008 in India, and ended on 1 June
2008 with the victory of the Rajasthan Royals against Chennai Super Kings in the final at the DY Patil
Stadium, Navi Mumbai.

As the second season of the IPL coincided with multi-phase 2009 Indian general elections, the Indian Central
Government refused to provide the Indian paramilitary forces to provide security, saying the forces would be
stretched too thinly if they were to safeguard both the IPL and the elections. As a result, the BCCI decided
to host the second season of the league outside India. All 59 matches of the second season, abbreviated as
IPL 2, took place in South Africa. Ironically, South Africa were also scheduled to have elections doing the
IPL, however, the South African government provided adequate security for both the South African General
Elections and the IPL.

Promotion

When Bollywood and cricket met, the result was IPL and it was truly entertaining to see ones favorite
cricketer as well the Bollywood star on the same platform. IPL was no doubt an entertaining one. Super
stars like Shah Rukh, Preity, Akshay, Katrina, Hrithik had been a source which provided a lot of glam to IPL
promotion.

To attract the cricket fans, even team-owners have started selling tickets personally. Preity Zinta, the co-
owner of Kings XI Punjab and Australian pace man Brett Lee sold the tickets along with their autographs.

People

Indian Premier League is mostly targeted for the younger generation youth. As the generations are very
busy with their day to day work with IPL they get entertainment along with cricket which helps them to
enjoy every aspect of the game. People are very excited towards IPL as this is only one game that brings
different players of different countries at one platform, for which they tend to get attracted to see their
favorite player perform. Some of the audiences are also attracted to see their favorite celebrity cheering for
the team.

Process

Indian Premier League as a whole is the biggest event of the year for which months of preparation are to be
done. For instance organizing the respective 8 teams who are performing for the event and the most
important of all is marketing the IPL as it has to reach the wide range of audience globally. An arrangement
of stadium where this event is going to be held is also finalized well before. Finally and most important of all
is execution of the Event.

Physical Evidence

Fun, Music, Entertainment & sports, where can you find that, answer for that is INDIAN PREMIER LEAGUE.
People wait for this season as they get everything in a joyful bundle. IPL is also the biggest platform for
advertising and promoting different product or brands which is clearly viewable during the event.
SWOT of IPL
Strengths
O TIe ndIun PremIer eugue (P) Is bused upon LIe TwenLyzo crIckeL gume wIIcI
sIouId be compIeLed In z Iours. TIuL meuns LIuL Is IusL-puced und excILIng, und
moreover IL cun be pIuyed on u weekduy evenIng or weekend uILernoon. TIuL mukes IL
very uppeuIIng us u muss sporL, jusL IIke AmerIcun ooLbuII, BuskeLbuII und Soccer. L Is
uppeuIIng us u specLuLor sporL, us weII Lo TV uudIences.
O TIe P Ius empIoyed muny peopIe In dIIIerenL wuys LIIs Ius IeIped In muxImIzIng LIe
revenues. TIe more unIIIed LIe sporL, LIe more successIuI IL Is.
euknesses
O TwenLyzo Ius been so popuIur LIuL IL couId repIuce oLIer Iorms oI crIckeL.
O SLukes ure very IIgI! Some Leums muy noL weuLIer sIorL-Lerm IuIIures und muy be Loo
quIck Lo geL rId oI key munugers und pIuyers II LIIngs don`L go weII quIckIy. umousIy,
RoyuI CIuIIengers BunguIore (RCB) sucked LIeIr CEO CIuru SIurmu Ior wuLcIIng IIs
Leum Iose 6 Irom LIeIr IIrsL 8 gumes.
O Some Leums Iuve overprIced LIeIr udverLIsIngJsponsorsIIp In order Lo guIn some sIorL-
Lerm reLurns (e.g. RoyuI CIuIIengers), und some sponsors ure movIng LIeIr InvesLmenL
uL more reusonubIy prIced Leums.
554rtonities
O SInce IL Ius u Iurge poLenLIuI muss uudIence, P Is very uLLrucLIve us u murkeLIng
communIcuLIons opporLunILy, especIuIIy Ior udverLIsers und sponsors.
O TIe Ieugue IuncLIons under u number oI IruncIIses. EucI IruncIIsee Is responsIbIe Ior
murkeLIng ILs Leum Lo guIn us Iurge u Iun-buse us possIbIe. TIe Iong-Lerm success oI uII oI
LIe IruncIIses IIes In LIe generuLIon oI u soIId Iun-buse. TIe Iun-buse wIII generuLe Iurge
TV revenues.
O IIIerenL Iuns wIII puy dIIIerenL umounLs Lo wuLcI LIeIr sporL. TIere wIII be corporuLe
IospILuIILy, seuson LIckeLs, uwuy LIckeLs, TV puy-per-vIew und oLIer wuys Lo segmenL LIe
murkeL Ior LIe P.
O TIere Is u Iuge opporLunILy Ior mercIundIsIng e.g. suIes oI sIIrLs, credIL curds eLc.
Grounds cun uIso seII reIresImenLs und oLIer servIces durIng LIe gumes.
O urkeLers beIIeve LIuL LIe Leenuge segmenLs need Lo be LurgeLed so LIuL LIey become LIe
Iong-Lerm Iun-buse. TIe youLI murkeL muy Impress on LIeIr purenLs LIuL LIey wunL
LIem Lo buy LIeIr cIub`s mercIundIse on LIeIr beIuII - us u dIIIerenLIuLor or sLuLus
symboI.
O runcIIse Iees wIII remuIn IIxed Ior LIe up unLII zo1;-18, wIIcI meuns LIuL LIe
InvesLmenL Is suIe uguInsL InIIuLIon wIIcI Is LrudILIonuIIy reIuLIveIy IIgI In ndIu.
%hreuts
O BCC cun generuLe deLermInes Iong-Lerm vIubIIILy oI LIe Ieugue. I LIe IeveI oI
compeLILIon drops, LIen revenue wIII IuII. or exumpIe, II LIe Lop numes In crIckeL
cunnoL be uLLrucLed Lo ndIu, LIe uppeuI oI LIe gume wIII IuII.
O I LIe IruncIIsee`s Iun-buse does noL generuLe Income LIen LIey muy noL Iuve LIe cusI Lo
puy LIe suIurIes oI LIe besL pIuyers. However, II you InvesL In LIe besL pIuyers und LIey
do noL wIn LIe LropIIes, LIen you muy noL see u reLurn on your InvesLmenL. L won`L be u
quIck reLurn on InvesLmenL - so owners need Lo be In IL Ior LIe Iong-Lerm.
O runcIIses ure very expensIve. TIe mosL expensIve IruncIIse - umbuI ndIuns - wus
bougIL by ukesI AmbunI Ior $111.q mIIIIon, wIereus LIe IowesL prIced IruncIIse -
RujusLIun RoyuIs wus pIcked up by unoj BuduIe Ior u mere $6; mIIIIon.
O TIe mosL IIgIIy prIced Leums muy noL be LIose LIuL Iuve LIe eurIy success. Revenues
wIII come Irom LIe mosL IIgIIy supporLed Leums.