Ipl as a Business

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    IS CHANGE THREAT OR AN

    OPPORTUNITY ?????

    http://upload.wikimedia.org/wikipedia/en/3/35/DLF_IPL_logo.pnghttp://upload.wikimedia.org/wikipedia/en/3/35/DLF_IPL_logo.png
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    AGENDA

    Entrepreneurship.

    IPL a game or business.

    Charm of IPL.

    World level leagues.

    IPL Season.

    Extraaaaa ininnnnngs in season 4.

    Franchise.

    Cost of teams.

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    Valuation

    Team composition

    Sponsorship Centre Revenue Pool

    Local Revenue Pool

    Market Strategy Travel & Tourism

    Opportunities through IPL

    Contd..

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    IPL A GAME OR BUSINESS???

    TV, Internet, Newspapers Everymedium is flooding with DLF IPL, aprivate event; that above all, explains

    the success of Indian Premier League.For a private event, entire media isfighting to give free of cost coverage!

    Strange, but Interesting! So whatmarketing and branding strategy hasworked in favour of IPL?

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    Charm Of IPL:

    Mega Event To keep it focused in 20 overs

    It structured teams around states

    By following a well tried internationalmodel of clubs and player auctions

    Media hype

    Board of Cricket Control in India Shah Rukh Khan, Preity Zinta and

    Shilpa Shetty

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    Some World Level Leagues:

    Manchester united - English premierleague,

    Dallas cowboys- National footballleague

    Washington redskin- NFL NewYork yankeens- Major league

    baseball NewEngland patriots- NFL Real Madrid

    la liga

    Arsenal English premier league NewYork giants- NFL

    NewYork jets

    NFL Houseton Texans- NFL

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    Season

    Year Winners Matches Days

    InaguralSeason

    2008 RajasthanRoyals

    59 46

    SecondSeason

    2009 DeccanChargers

    59 37

    ThirdSeason

    2010 ChennaiSuperkings

    54 45

    Fourth

    Season

    2011 - 60-94 54

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    Franchises:

    The winning bidder for the eightfranchises were announced on 24January 2008

    Two more are added in year 2011namely Kochi and Pune.

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    OWNERUB Group of vijay mallya

    CAPTAIN Anil Kumble

    COACHRay Jennings

    BRAND AMBASSADOR- Deepika Padonkar,katrina Kaif

    OWNER Deccan Chronicles

    CAPTAINAdam Gilchrist

    COACH Darren Lehmann

    OWNER - India Cement

    CAPTAIN - MS Dhoni

    COACH - Stephen Flemming

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    OWNER- GMR Group

    CAPTAIN - Gautam GambhirCOACH Greg Shippered

    OWNER- Preity Zinta NessWadia

    Karan Paul & Mohit BurmanCAPTAIN- Kumar Sangakkara

    COACH - Tom Moody

    OWNER Shahrukh Khan, Juhi Chawla& Jai Mehta

    CAPTAIN Brendom McCullum

    COACH - John Buchanan

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    OWNER Reliance

    Company LtdCAPTAIN- Sachin Tendulkar

    COACH - Lalchand Rajput

    OWNER Emerging MediaShilpa Shetty & Raj Kundra

    CAPTAIN Shane Warne

    COACH Shane Warne

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    Cost of teams:

    1. Rajasthan Royal $67mn2. Kolkata Knight Riders $75.09mn3. Delhi Daredevils $84mn4. Kings XI Punjab $76mn5. Royals Challengers Bangalore

    $111.6mn6. Hyderabad Deccan Charges $107

    7. Chennai Superkings $91mn8. Mumbai Indians $111.9mn9. Sahara Pune Warriors $370mn10. Kochi $333.33mn

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    Valuation

    1. Rajasthan Royal$45.2mn

    2. Kolkata Knight Riders $46mn

    3. Delhi Daredevils$40.5mn

    4. Kings XI Punjab$36.1mn

    5. Royals Challengers Bangalore$41.9mn

    6. Hyderabad Deccan Charges $34.4

    7. Chennai Su er kin s

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    Team composition rules are:

    Minimum squad strength of 16 playersplus one physio and a coach.

    No more than 8 foreign players in thesquad and at most 4 in the playing XI.

    For the 2009 edition franchises areallowed 10 foreign players in the squad.The number allowed in the playing XIremains unchanged at 4.

    A minimum of 8 local players must beincluded in each squad.A minimum of 2 players from the BCCI

    under-22 pool in each squad.

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    Sponsorship:

    India's biggest property developerDLF Group paid US$50 million to bethe title sponsor of the tournament for

    5 years from 2008 to 2013. Other five-year sponsorship

    agreements include a deal withmotorcycle makerHero Honda worth

    $22.5-million, One with PepsiCo worth $12.5-million,

    A deal with beer and airline

    conglomerate Kingfisherat $26.5-

    http://en.wikipedia.org/wiki/DLF_Grouphttp://en.wikipedia.org/wiki/DLF_Group
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    Sponsors

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    So where is the money comingfrom.

    Media Right Centralrevenue

    Money raisedby franchise

    Franchise BidMoney

    $1billion for

    10yrs

    Sony

    Title

    sponsorship ofevent

    Licensedmerchandise

    Selling

    advertisementfor stadia

    Licensingproducts

    Merchandisesale

    Advertising onticket

    Gate money

    Cost of teams

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    The Centre Revenue Pool:

    THEATRICAL RIGHTS -Rs 330cr INTERNET RIGHTS -$7million

    IPL NIGHTS Rs- 12cr

    COLORS CONTENT DEAL Rs. 100cr SPONSORSHIP OF THE BLIMP Rs.

    15cr

    SPONSORSHIPS Rs.90lacs/match MOBILE RIGHTS -

    ADVERTISEMENTS BETWEEN OVERS

    ON STADIUM SCREEN Rs. 54cr

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    The Local Revenue :

    INDIVIDUAL TEAM SPONSORS GATE RECEIPTS

    IN-STADIA ADVERTISING:

    LICENSING & MERCHANDISING

    ADS

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    ADS

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    Market Strategy:

    IPL is a Blue Ocean Strategy

    It means there is no other competitor. It is based on segmented targetgroup & the product development &marketing.

    Live cricket in theatres.

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    Travel & Tourism:

    Online Ticket Booking.

    Currency Conversion.

    Online Payments.

    Credit Card Processing.

    Fraud & Risk Management.

    E-Commerce.

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    IPL ready for a 160 crore MarketingBlitz:

    Advertisements.

    Merchandise.

    Fan clubs.

    Youngistan.

    Cheer leaders.

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    IPL Merchandise:

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    Conclusion:

    Recession V/S IPL. Increasing revenue generation

    capacity of BCCI.

    Attracting Investors. New talent for Indian Cricket.

    Aggressive Marketing can tackle

    Recession.

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    Submitted By :

    Archana Mishra.

    Medinee Alekar.