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Marketing Strategy Presentation of Royal Challenger Bangalore
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• PROMOTIONS– BRAND AMBASSADORS– CONTESTS– LUCKY DRAW– STAGE SHOWS– AUCTION OF ACCESSORIES– 10 KA DUM
• MECHANDISE• SPONSORS – REEBOK, MTR, TAJ HOTELS • MEDIA & OTHER TIEUPS – RADIO, PRINT, NET, NEWS• ADS – PRINT, MUSIC, VIDEO
DREAM TEAM CONTEST• User selects his/her Dream Team for the whole
Tournament either through SMS or through Internet; from the Royal Challengers side.
• The one whose Team performs the best wins a Fully-Paid Trip of 3 Days & 4 Nights to Mauritius.
• In case of a tie we will have a Lucky Draw Winner.
• Next 10 will win 200cc DTSi Pulsars.• Next 100 will win Royal Challengers
Merchandise.
DREAM TEAM CONTEST• User selects his/her Best Bowler and Best
Batsman for every match through SMS.• After every match a lucky winner gets a Home
Theatre System and 10 Lucky winners get Sony Digicams.
• Next 100 will win Royal Challengers Merchandise.
• In case of tie winners will be decided by lottery.
LUCKY DRAW• Lucky Draw of 11 Tickets, whose
winners will get the chance to Dine with Katrina Kaif and Salman Khan.• People will have to register their tickets
after every match of Royal Challengers.• The Lucky 11 will be chosen at the end
of the tournament.
STAGE SHOWS• Live stage shows by Sunidhi Chauhan
and KK during Royal Challengers' match in Bangalore.• Opening Ceremony by Cirque Du Soleil.• Local Cheerleaders at every match
Trained by two cheerleaders of Washington Redskins.
AUCTION OF ACCESSORIES• The cricket kit of all the Royal
Challengers will be auctioned after the tournament and the best bids will get the chance to own the respective player's kit.• Also a Bat specially signed by the Team
Members and Brand Ambassadors will be put up for auction.
10 KA DUM• The Players will
play 10 Ka Dum with Salman Khan.• Salman Khan will
promote Royal Challengers during the shows of 10 Ka Dum.
• Tie-up with News Channels• Tie-up with Radio city• Tie-up with ITC to promote ROYAL
CHALLENGERS on their apparel and stationery products.• Tie-up with Zapak.com• Tie-up Airtel for promotion through
mobiles.
MEDIA & OTHER TIE-UPS
TIME PLANPERIOD ACTIVITY
DEC 1 ONWARDS ADVERTISEMENTS ON PRINT MEDIA (SLOWLY ESCALATING)
FEB 1 – FEB 13 TEAM RC INRODUCED TO WHOLE NATION THROUGH PRESS CONFERENCE TELECASTED LIVE ON MAJOR CHANNELSALSO JINGLE CONTEST ANNOUNCED
FEB 14 JINGLE CONTEST WINNER – PAID CRUISE ON V’DAY FOR COUPLE (D&N)
FEB 15 – FEB 28 INTERVIEWS OF PLAYERS ON VARIOUS CHANNELS, RADIO etc.TEASERS START ON RADIO AND TV
MAR 1 – MAR 15 VIDEO & ALBUM LAUNCH OF TEAM RC & MERCHANDISE MADE AVAILABLE
MAR 16 – MAR 31 HOARDINGS PUT UP IN MAJOR CITIES
APR 1 – APR 15 ADS FOR GAME PORTAL CONTEST START
APR 15 – APR 31 CONTEST ON GAME PORTAL LAUNCHED
TOURNAMENT ALL ADS & CONTESTS CONTINUE
END OF IPLT20 WINNERS & PRIZES DECLARED
MERCHANDISEREEBOK WILL SELL ROYAL CHALLENGERS MERCHANDISE i.e.ShoesT-ShirtsJerseysTracksSportswatchesBands – Arm, Head, WristCricket Kit
Cost BudgetAMOUNT (Rs in Lakhs)
PARTICULARS
500 Brand Ambassador Fees
152 Print Media Expenses
20 Video Making Expenses
20 Music Album Expenses
10 T Shirts, Bands Distribution & Promotion Expenses
45 Hoardings
40 Cheerleaders and Training Costs
20 Contest Prizes
1000 TV advertisements
193 Miscellaneous Expenses and buffer
2000 TOTAL