Discuss the Concept and Journey of IPL as a Brand

7/30/2019 Discuss the Concept and Journey of IPL as a Brand

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COURSE: MKT465 (BRAND MANAGEMENT)SECTION: 4

SUBMITTED TO:

ZARINA.T.KHALIL

SENIOR LECTURER

SCHOOL OF BUSINESS

NORTH SOUTH UNIVERSITY

SUBMITTED BY:

MIRZA FERDOUS OHID(0910400530)

FAHIM MAHMOOD(083737530)


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Discuss the concept and journey of IPL as a brand.

Lalit Modi ( the vice-president of the Board of Control for Cricket in India) along with

Andrew Wildblood,(Vice-President of International Management Group(IMG)

brainstormed and found out an event called the IPL T20. The idea was to start a domestic

cricket event consisting of international cricket players all over the world. IPL was born

as a sub-committee unit of the BCCI. The cricket match was limited to twenty overs per

team . The teams are owned by franchises. Each team consists of players acquired

through an auction arranged by BCCI/DLF IPL. The budget for should not be more than

5 million dollars to acquire the players. Indian players that are not included in the auction

can be purchased anytime. While bidding, franchises had to be cautious not to cross the 5million limit that was set. Once the bid has been bad it cannot be withdrawn. The bidders

included a number of Indias powerful and rich industrialists and movie stars. DLF, a

leading Indian real estate firm won the IPL exclusive sponsorship right and became the

main sponsor for five years.

IPL is held every year. In Season 1 , 2008, the first IPL was started and Bollywood stars

like Shahrukh Khan(Owner of the Kolkata franchise, Preity Zinta(co-owner of the Kings

XI Punjab, were present. In year 2009 the second season started each franchise had a

sum of 2 million to spend on player fees. This include new players and also the players

that has re-signed from previous years. During Season 3 matches were held in India and

an auction for sixty players was held in January with only 11 players being sold. Season 4

started with new teams like Pune warriors and Kochi Tuskers. The increase in franchise

from 8 to 10 also increased the number of matches then it was decided the tournaments

will be played in group formats where the teams would be divided into two groups of

five each through a draw of lots. The Brand Elements being used by the IPL are the DLF-

IPL logo of each of the ten IPL franchise.


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2. Delineate the Various online strategies used to promote the Brand IPL. What

further suggestions can you make to increase the Brand Value.

The Website is pretty simple to pronounce and named aswww.iplt20.com. There is a fan

zone tab where current post is updated every second. The result icon in the website is

linked to a different page where all the results of Iplt20 matches are shown along with

detailed match report and scoreboard. The video and photos section is updated with

exciting videos and photos of all the seasons. Cricket statistics are also provided for

different franchise. IPL has icon partners in their website. UNEP( United Nations

Environment Programme.) and NGO room to Read which works to transform the lives of

million children by addressing literacy and gender equality in education. Ipl also donates

through its website to promote the cause. IPl made a landmark agreement with google

where IPls 2010 season was broadcast live on dedicated YouTube channel across the

world along with re-broadcast options. The agreement to show IPL content was for two

years and the revenue earned will be shared by the two. The deal was very essential for

promoting the brand. It gives the viewers

To customize the viewing experience by choosing between different camera angles .they

will be able to freeze, fast-forward and rewind the feed and also watch replays anytime

during the day. This also made the vent truly global and gave access to 500 million pair

of every single moment of the day. It also gave access to see the match in the countries

where live telecast of IPL was not shown. example: United kingdom.

IPL also provides options for mobile browsing which is m.iplt20.com where people can

watch live videos, scores and latest updates. Contests are also arranged through Facebook

and whoever scores the highest runs by the given time will be rewarded with Xbox-360,

PS3, DVDs etc. The site promises other events throughout the year with a number of

exciting prizes to be won. As we can see they have done pretty much for online

promotions but they could have done more. People might have questions or queries if

they dont understand the information provided by the website. I would add another part

for or a query section where people can make their own queries and the questions will be
http://www.iplt20.com/http://www.iplt20.com/http://www.iplt20.com/http://www.iplt20.com/


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answered within 24hrs. If customers are still confused they will be invited to an online

live chat which will solve all their issues regarding the game, tickets or events.

I would also increase the page rank of iplt20 and make it Seo-optimized. Since it made

Googlepartners it doesnt mean the page rank will stay at the top. It should be properly

back-linked to other websites to catch more viewers and to go to the top in Google

search.

3. Delineate the various e-commerce strategies used to distribute the brandIPL. What further suggestions can you make to increase the effectiveness of

online delivery?

The homepage of the website consists of an icon shop which is linked to an online store

where people can purchase merchandise, jerseys, T-shirts, etc. Discounts are available for

the deals of the day where a discount of 36 percent is offered on a roti maker. A click

provides further information about the product and an incentive form of free shipping

within India. There is an option of paying cash on delivery where we can track the order

as well. For retail tickets a number of options are available online such as

www.ticketgenie.in.which are the ticketing partners for teams Knight Riders, Deccan

Chargers, and Royal Challengers. Tickets for matches played by the Mumbai Indians and

Delhi Daredevils can be purchased fromwww.kyazoonga.com It provides detail

information about the venue and entire price ranging for customer to choose from.

Tickets for Kings XI can be purchased fromwww.bookmyshow.com.On 24 April 2008 ,

IPL entered into a long-term contract with Ticketpro for selling tickets online at

www.ticketpro.in .Other sites like iplticket.com also offers online tickets for all the teams

that can be purchased. For effective online delivery they can reduce the number of

domains that they have provided and make a new website which will be linked to all the

websites mentioned above so that people can save their time by not going to different

website for different information.
http://www.ticketgenie.in/http://www.ticketgenie.in/http://www.kyazoonga.com/http://www.kyazoonga.com/http://www.kyazoonga.com/http://www.bookmyshow.com/http://www.bookmyshow.com/http://www.bookmyshow.com/http://www.bookmyshow.com/http://www.kyazoonga.com/http://www.ticketgenie.in/

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Discuss the Concept and Journey of IPL as a Brand