Marketing Project
Synopsis IPL
GUIDED BY
Dr. Kartik Dave
[Link]
ANKIT GULATI SUBMITTED BY : RACHNA CHANDRA
KARISHMA JAIN VIDHU SHARMA
RIDHIMA ARORA SIRISHA M.
BACKGROUND:
Sachin Tendulkar, arguably India's best-ever cricket player, earns some $30 a minute. India's
highest-paid CEO, Mukesh Ambani of Reliance Industries, gets $10, and celluloid superstar
Amitabh Bachchan, $8. Ordinary people like Indian President A.P.J. Abdul Kalam and Prime
Minister Manmohan Singh get 3 cents and 1 cent respectively. But even if you ignore the
numbers, the conclusion is that India's cricket stars are handsomely paid. That makes it
tempting to assume that the business of cricket must be huge and thriving, too.
It is -- though it wasn't always so. The Board of Control for Cricket in India (BCCI) is now
the world's richest cricket association (worth $1.5 billion). But, in 1992, it had a deficit of
$150,000. In 1997, the International Cricket Council (ICC), the apex body for world cricket,
wasn't in the red, but it had just $25,000 to show for its 90-year history. Now, times have
changed: The ICC is made a profit of $239 million from the 2007 Cricket World Cup, in the
Caribbean. The BCCI, meanwhile, has increased its profits from $1.11 million in 2004-05 to
$7.64 million in 2005-06.
This turnaround was obvious and to make use of it IPL was launched, the biggest marketing
initiative of 2008. If five-day cricket was the creation of sports aficionados and one-day a
product of the media, then the IPL is a result of business. And as all business is ultimately
marketing, it's a marketing concoction. It's about BCCI, business houses, the media and the
film industry putting their collective might to create a brand of unprecedented proportions.
From a consumer viewpoint, IPL is a cocktail of four Indian diseases or four “ C ”
First, the base: Cricket. Since India won the World Cup in 1983, the disease has been
spreading like an epidemic. Today, despite a surfeit of matches, interest hasn't waned. The
centre of gravity of the game is today the Indian sub-continent, with India as the epicentre.
The BCCI is so powerful that it can get its way on any cricketing issue - on or off the field.
Add some glamour in the form of Cinema. It has been the opium of the Indian masses. The
arrival of television has not diminished its power. For movie, entertainment or news channels,
cinema is the biggest source of TRPs. Whether it is by doing world premieres of the latest
'flop'busters or 'block'busters, hosting award shows or just covering the latest gossip about the
stars and their lives, cinema feeds into home entertainment just like cricket.
Shake it with some Celebration. Indians need an excuse to celebrate, to enjoy. Our respect
for all faiths gives the average Indian a festival to celebrate almost everyday. Each has its
own rituals of the community coming together to dance, sing and create general cacophony,
unmindful of environment pollution and civic sense.
Finally, top it with Celebrity Craze. India is a country of 330 million Gods and we make
heroes very easily. Cricket stars or film stars, they are easily deified and venerated. People
flock in thousands just for a real life glimpse of their heroes - often it is part of the national
hobby of timepass.
SCOPE & OBJECTIVE:
Our primary focus is on the Indian Premier League. We aim to study the sports/entertainment
industry and analyse how IPL has managed to establish a market for itself, consolidated its
customer base and how it handles and overcomes competition. This study will enable us to
understand how a brand launches, establishes, consolidates and diversifies and that too in
such an environment when there is not only so much competition to cope with but also a
global recession.
METHODOLOGY:
The study would be carried out with equal emphasis of quantitative as well as qualitative
analysis. Two methodologies would be carried out to achieve our objectives:
Primary Survey
Questionnaires
We will interact with the consumers of the IPL i.e. the common man of India
Secondary Survey
Magazines, Internet, Journals, Books
Surveys ( Org, Nielsen etc), TRP Ratings etc.
CHAPTERIZATION:
1. Background of the Study
2. Objective
3. Scope of Study
4. Methodology
5. Description of Current Situation
IPL
Sports/Entertainment Industry
Major Competitions – ICL, Stanford 20-20, Television and Movie Industry
6. Marketing Strategy and Techniques used by IPL – Qualitative Analysis
7. Selection of Samples and Data Collection
8. Data Analysis and Findings – Quantitative Analysis
9. Conclusion
10. Recommendation
11. Limitations of the Project
Appendix
References