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7/30/2019 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.png7/30/2019 Ipl as a Business
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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_Group7/30/2019 Ipl as a Business
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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.