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8/8/2019 Presentation Hawkeye Blitzkreig
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TEAM CITY SELECTION
Cost of city (in purchasing points) Cost – Benefit Analysis
Weightage = 15 % on
Cricket fan or Urban population base Following Parameters Weightage = 25 %
Ranked on State’s urban population census 2006
Infrastructure Weightage = 8 %
Scale : 1 = Poor, 2 = Average, 3 = Good
Ranked on City’s urban development infrastructure
Cricket activity (players history of state) Weightage = 8 %
Scale : 1 = Low, 2 = Moderate, 3 = High Ranked on the average no. of international players from the state so far
Transport and Connectivity Weightage = 10 %
Scale : 1=remote location, 2 = good rail & road transport, 3 = Air cnctvty
Ranked on basis of goegraphical location and transport facilities
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CONTD…
Conflict due to vicinity with existing team cities Weightage = 16 %
Scale : 1 = Existing IPL team in same state, 2 = 2 or more teams inborder states, 3 = otherwise
Eg. Dharamsala (HP) is bounded by KingsXI Punjab & Delhi Daredevils,hence points = 2
Security Weightage = 10 %
Scale 1 = Highly turbelent, 2 = Moderate, 3 = Inactive
Ranked on basis of current political and social environment of state
Economic benefits to consumer Weightage = 8 %
Scale 1 = expensive city, 2 = moderate (remote), 3 = Affordable
Factors affecting customer’s travelling decision to the host city/state eg. Cost of living, VAT etc
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Cost – Benefit Analysis
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PEST ANALYSIS OF UP (KANPUR) REGION
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BRAND AMBASSADORS
Priyanka Chopra Cost – 35 points
Brand Identity
Bollywood Icon – surpassing Shilpa Shetty(RR), Preity Zinta
(Kings XI Punjab), Akshay Kumar (DD), Deepika Padukone (RC
Bangalore) - in popularity
Natively belong to Bareilly - strong UP connection
Huge appeal among masses specially 15 – 40 age group males
(Priority 1 – 2 Target Group)
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BRAND AMBASSADORS
Raju Srivastava – 20 Points
Brand Identity Popular among natives of east UP and Bihar
Realty shows is a fast booming industry strongly connected to
middle class audience
Raju is a known face among families & households - Appeal to TV watchers
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IPL TEAM NAME: AWADH WARRIORS
Native Touch
Awadh was formerly capitol of
UP
Competitive Spirit
“Warriors” not been used by
existing IPL teams
Logo
UP has its roots in Mughal
empire
Elephants and Lions are
symbol of warfare
RannYoddha...
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Segmentation
and
Targeting
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INNOVATIVE MARKETING STRATEGIES
Ambush Marketing Leveraging upon existing inter-teams fanbase rivalry
“We don’t need CHARGER to charge our might
We don’t need Armor to protect our KNIGHTNo SUPER natural powers, No ROYAL delight
We are the WARRIORS – We Thunder when we Fight”
Social Media Marketing
- Facebook and Orkut communities
- IPL based Social networking games
- Blogs and Twitter (KKR garnered
much hype due to IPL blogger
controversy)
Direct Marketing
- Similar to Idea’s Direct Response
Marketing campaign for MumbaiIndians
- Talk to your favorite players directly
- Details in enclosed doc
“Report_Hawkeye_IIMLucknow_Blit
zkreig.doc”
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PROMOTIONAL STRATEGY
Event Management (Details in enclosed report)
Brand Associations
Team sponsor – eg. TVS (Brand ambassador - priyanka chopra)
Media & Telecom association – Sports India, Idea
Merchandise sponsor – eg. Lux cozi for KKR
Team Launch Event Buzz Presence of bollywood and cricket fraternity in event
Priyanka chopra influence to attract masses
Concerts, Advertisements and Movies
Worldwide Promotion at priyanka’s performance in concerts, festivals
Promoting team in Cricket-based movie featuring PC
PiggyBack advertising of “Awadh warriors” in Ads featuring PC
First-hand promotion at Raju Srivastava shows and concerts
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CONTD…
Newspaper ADs
Hindi newspaper viz Dainik Jagran etc prevalent in hindi speaking states
as UP & Uttaranchal
Highly Cost effective
TV Ads Advertisements in Sports channels – Neo Sports
Regular Advertisement on Sony Max – prior to IPL 4
Uttaranchal – Tourist Hotspots
Target middle and upper class – high income group Billboards and banners at tourist spots
IPL Ticket Sales at tourist registration and travel counter
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Sourcesof
Revenue
Ticket Sales: While
ticket sales are quitesensitive to economic
slowdown, looking at the
cricket craze in India, it
would most heavily be
affected by the team’s
performance
Merchandising: Animportant part of
revenue, it draws on
team Loyalty. This is
induced by team’s
performance as well
as the presence and
performance of “star”
players
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AWADH Warriors
Thank you
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