Description
MARKETING MIX OF IPL
Marketing MIX of IPL
The Indian Premiere League (IPL) is a professional league for cricket sports and is started by BCCI. Unlike the normal one day cricket comprising of 50 over, IPL works on twenty over platform (T20-Match). The IPL is brilliant fusion of cricket and entertainment, delivering the audience with more appealing factors beyond the sports. This can be taken as the epitome of marketing, as the team identified the pulse of audience and introduced new features. The league comprises of 9 teams, and each team owner has to bid for the players in an open auction to choose their players. Five seasons of IPL have been successfully completed by the league, with the following championships Kolkata Night Riders (2012) Chennai Super Kings (2011-2010), Deccan Chargers (2009), Rajasthan Royals (2008). Price BCCI is the richest sports body in the world has a gross income of Rs.805 cr in the last FY. It has recorded a surplus of Rs.22.67 cr after detecting the expenditures. Sahara and BCCI has struck a deal worth of $719, 000 per match till the end 2013 calendar year. Split-up of Rs. 25 crore in prize money ? Champions: Rs. 10 crore ? Runner-up: Rs. 7.5 crore ? Third place: Rs. 3.75 crore ? Fourth place: Rs. 3.75 crore ? Remaining teams - No prize money Place IPL matches are held all over India and season I was inaugurated Mumbai DY Patil Stadium. The inauguration of the next IPL season usually happens in the hometown of the current champion. But the Season II was held in South Africa due to the
security issues faced during general elections in 2009. The season V has 74 matches and the nine teams segregated in two groups. IPL matches are also telecasted in coffee shops, pubs, bars and outdoor screens in clubs etc. Promotion This is one of the major factors for IPL’s international success. It is believed by experts that Marketing, Money, Match are the 3 M’s of IPL. IPL relies upon Internet and Television media for its promotional activities and it has a signed a 10 year contract with SONY Max for telecasting its matches. It is the first sports to be shown in Youtube and other websites via video streaming applications. IPL has been always associated with Bollywood and so the GLAM quotient is obviously higher as stars like Preity Zinta and Sharukh Khan own teams in IPL. Process, People, Physical Evidence IPL is considered as cricket festival where the event is targeted to all cricket playing nations and cricket fans and the players are selected in an open bidding system, while some players are signed contract for a certain years since the first season. People comprise of the team owners, players, BCCI board members and the cricket fans. Physical evidence: It is the physical things like play ground and ambience a customer can see or feel while experiencing the game. IPL’s entertaining experience includes extra innings from Sony Max which is host by Gaurav Kapur, Samir Kochhar, Shibani Dandekar, Archana Vijaya, Navjot Singh Sidhu. On stage entertaining factors also include the cheer girls, audience and the music bands etc.
doc_987681525.docx
MARKETING MIX OF IPL
Marketing MIX of IPL
The Indian Premiere League (IPL) is a professional league for cricket sports and is started by BCCI. Unlike the normal one day cricket comprising of 50 over, IPL works on twenty over platform (T20-Match). The IPL is brilliant fusion of cricket and entertainment, delivering the audience with more appealing factors beyond the sports. This can be taken as the epitome of marketing, as the team identified the pulse of audience and introduced new features. The league comprises of 9 teams, and each team owner has to bid for the players in an open auction to choose their players. Five seasons of IPL have been successfully completed by the league, with the following championships Kolkata Night Riders (2012) Chennai Super Kings (2011-2010), Deccan Chargers (2009), Rajasthan Royals (2008). Price BCCI is the richest sports body in the world has a gross income of Rs.805 cr in the last FY. It has recorded a surplus of Rs.22.67 cr after detecting the expenditures. Sahara and BCCI has struck a deal worth of $719, 000 per match till the end 2013 calendar year. Split-up of Rs. 25 crore in prize money ? Champions: Rs. 10 crore ? Runner-up: Rs. 7.5 crore ? Third place: Rs. 3.75 crore ? Fourth place: Rs. 3.75 crore ? Remaining teams - No prize money Place IPL matches are held all over India and season I was inaugurated Mumbai DY Patil Stadium. The inauguration of the next IPL season usually happens in the hometown of the current champion. But the Season II was held in South Africa due to the
security issues faced during general elections in 2009. The season V has 74 matches and the nine teams segregated in two groups. IPL matches are also telecasted in coffee shops, pubs, bars and outdoor screens in clubs etc. Promotion This is one of the major factors for IPL’s international success. It is believed by experts that Marketing, Money, Match are the 3 M’s of IPL. IPL relies upon Internet and Television media for its promotional activities and it has a signed a 10 year contract with SONY Max for telecasting its matches. It is the first sports to be shown in Youtube and other websites via video streaming applications. IPL has been always associated with Bollywood and so the GLAM quotient is obviously higher as stars like Preity Zinta and Sharukh Khan own teams in IPL. Process, People, Physical Evidence IPL is considered as cricket festival where the event is targeted to all cricket playing nations and cricket fans and the players are selected in an open bidding system, while some players are signed contract for a certain years since the first season. People comprise of the team owners, players, BCCI board members and the cricket fans. Physical evidence: It is the physical things like play ground and ambience a customer can see or feel while experiencing the game. IPL’s entertaining experience includes extra innings from Sony Max which is host by Gaurav Kapur, Samir Kochhar, Shibani Dandekar, Archana Vijaya, Navjot Singh Sidhu. On stage entertaining factors also include the cheer girls, audience and the music bands etc.
doc_987681525.docx