THE INDIAN PREMIER LEAGUE IS WELL-MARKETED

Group 3

INTRODUCTION TO THE LEAGUE

Founded in response to the Indian cricket league.

Brand value of USD 4.13 million

Sixth most valued sports brand

105 million viewers in 2015 – a jump of 21% from 2014

CRICKETAINMENT

WHAT IS CRICKETAINMENT?

A portmanteau of Cricket and Entertainment.

While the IPL has cricket at its core, it also includes definite elements of showbiz, glamour, star-quotient and regional rivalry.

This comes from the fact that the IPL is essentially a made-for-TV product.

PERFECT TIMING

The league takes place during the months of April and May

- Perfect for family entertainment, as the children are at home.

Matches are short, and played in the primetime slot, which ensures maximum viewership.

PERFECT TIMING – OTHER FACTORS

Long day at work + hot summer hours

- Something to look forward to after work.

The TV channel on which it’s broadcast – Sony Max – is generally associated with movies and entertainment.

- Adds to the sports+entertainment nature of the IPL

STAR QUOTIENT

One of the biggest draws

A combination of stars from cricket and popular culture – including celebrities and tycoons.

Maximum exposure to every celebrity – right from the auctions, to celebrity interviews and after-parties

CUSTOMER-BASED BRAND EQUITY MODEL

CUSTOMER BASED BRAND EQUITY MODEL.Customer based brand equity model applies to IPL in development of IPL as a brand.

• Salience: IPL created its identity through promotions in all means possible. IPL defined itself as for young India and in later years moved to family entertainment.

• Performance: IPL served as an daily entertainment event. IPL was loved through the country by all age groups and new section of fans got connected to the sport who were looking for fast version of cricket.

Imagery: As people connected to different teams and players IPL became a source of joy and social connect among fans.

Judgements: Customers Accepted IPL as India’s one of the biggest form of entertainment. All the events and promotions regarding IPL were a huge hit.

Feelings: Through out the country people developed emotional connection with the teams whether on celebrity basis or regional basis.

Resonance: Only after first year people generated a loyalty towards different team and also towards IPL.

CONTROVERSIES IN THE IPL – A DOUBLE EDGED SWORD

CONTROVERSIES IN THE IPL - A DOUBLE- EDGED SWORD

IPL players getting arrested by the police for fixing a match. •Television Viewer Rating dropped in the first week of IPL 7 to 2.9 which was 3.8 in 2013 (IPL 6) and 3.9 in 2012 (IPL 5). Spot fixing led to a drop of 14% viewership.•Enrolment of children at cricket academies and sales of cricket goods have suffered as well.

Gurunath Meiyappan and Raj Kundra getting involved in betting.•Close to $1 billion worth of IPL's long-term brand value has been destroyed by such controversies and lack of governance.• BCCI president N.Srinivasan was told to step down from his position on his own as BCCI president.

Suspension of IPL chairman Lalit Modi in 2010 •Modi was dismissed by the BCCI for massive financial irregularities•The brand value of IPL was very low in 2009 USD 2.01 billion and after removal of Lalit Modi it rose to USD 4.13 billion which was double the last year.

The viewership ended its eighth edition with a 21

per cent increase in television viewership in the recently concluded

season.

Whether its pollard putting a tape on his

mouth, virat kohli meets anushka during the match or wther its SRK fighting with the

guards. These controversies has not

added the reality touch but also led to increase

in the viewership.

This year being a controversial free season the cumulative reach of the IPL has risen from about 100 million in its first edition in 2008 to 160 million in IPL4 to

191.4 million last year .

SELLING AN EXPERIENCE

IPL brought in the style of owning a club like in the case of English Premier League and have customers support their clubs irrespective of who was playing in the club. This is slowly, yet surely, giving rise to inter-club rivalries arising from club loyalties.

https://www.youtube.com/watch?v=Aanb4XFvlQk

The business model was to sell the experience of 4 hours of cricket to a larger audience. It was truly selling an experience rather than just a game.

. The shortened version of the game, the celebrities, and cheer leaders sent the right intentions encouraging the small town cricket players to interact with their role models which have motivated them to perform even better.

This had an implication in terms of getting everyone in the family to come together and spend every evening during the entire season following their favorite teams (or clubs).

. IPL was able to leverage this to its benefit by pooling in celebrity stars, foreign players, favorite commentators, fashion shows post the matches etc. which gave everyone something or the other to cherish and have a memorable experience, which was different from one consumer to the other. In a way IPL followed the differentiation strategy and made competition irrelevant.

IPL adopted the model wherein they charged the customer for the experience they have gone through rather than for the ticket itself.

Pine and Gilmore define four types of engagement in which a person can be mentally absorbed or physically immersed (vertical axis-customer connection), with either active or passive participation (horizontal axis-customer participation).

These two axis intersect to create four quadrants of experience:

Educational

Escapist

EstheticEntertainment

IPL would fit into the quadrant where both active participation and immersion are high.

As Pine and Gilmore explain in their article – “Welcome to the experience economy” that each cue must support the theme, and none should be inconsistent with it for an experience to be most desirable,

IPL has managed to ensure that even the smallest cues receive attention, thus basing the whole experience on their theme of enjoying cricket by providing ample positive cues to reinforce it permanently.

Customers tend to grant special status to conclusions drawn from experience

Experience also promotes better memory because information is more vivid and concrete.

Any consumer who watches an IPL match either on TV or on the playing field by paying for the ticket experiences entertainment that reinforces the outcome he intended in the first place.

Consumers in post-purchase situations tend to avoid dissonance inducing information.

The human behavior is to rationalize the money or time spent by justifying it as worthwhile – be it the money spent on the cricket field or hours spent in front of the TV set.

Hence consumers consciously avoid situations in which they might potentially receive negative feedback bout IPL and instead surround themselves with people who “confirm a good buy” by lavishing praise on the concept

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LADDERING

“Laddering is a method of interviewing, It is techniques that it helpful in eliciting the goal’s and understanding the underlying values behind the reason of purchase of product or service”

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WHY USE LADDERING?

Laddering is a technique that is particularly helpful in eliciting goals and underlying values, and therefore, possibly helpful during early stages of user experience research .

User experience Laddering helps researchers and designers understand how concrete product attributes benefit personal values for end users.

Laddering

CONCLUSION