Marketing

Product Name: -Presented By : -Manish TiwariRoll no.: - 16106A1051

BRIEF ABOUT THE PODUCT : -

TheIndian Premier League(IPL) is a professionalTwenty20 cricketleague inIndiacontested during April and May of every year by franchise teams representing Indian cities.

The league was founded by the Board of Control for Control in India(BCCI) in 2007

The IPL is the most-attended cricket league in the world and ranks sixth among all sports leagues

The IPL became the first sporting event in the world to be broadcast live onYouTube. The brand value of IPL was estimated to be US$6.3 billion in 2016 byAmerican Appraisal

Mapping of 7ps : -

Product

IPL stands for Indian Premier League. In early 2008, the BCCI announced the launch of the IPL, and held its 1st tournamentA perfect blend of cricket & entertainment. Providing a stage for many youngsters to show their performance & profitable too to Advertisers and broadcasting channels.

2. PriceThe IPL is predicted to bring the BCCI income of approximately US$ 1.6 billion, over a period of five to ten years.40% of which will go to IPL itself, 54% to franchisees and 6% as prize money. The money will be distributed in these proportions until 2017, after which the share of IPL will be 50%, franchisees 45% and prize money 5%.

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3. Place1ST season of the IPL commenced on 18 April 2008 in India, and ended on 1 June 2008 with the victory of the Rajasthan Royals against Chennai Super Kings in the final at the DY Patil Stadium, Navi Mumbai.Ten venues were selected to host the 2017 matches. Bangalore, Delhi, Hyderabad, Indore, Kanpur, Kolkata, Mohali, Mumbai, Pune, Rajkot.

4. PromotionConvention of Bollywood and cricket resulted entertaining to see ones favorite cricketer as well the Bollywood star on the same platform.Super stars like Shah Rukh, Preity Zinta, Akshay kumar, Katrina, Hrithik Roshan had been a source provided a lot of glam to IPL promotion. To attract the cricket fans, even team-owners have started selling tickets personally.

5.PeopleIPL is mostly targeted for the younger generation youth. Helps them to enjoy every aspect of the game. Game that brings different players of different countries at one platform. Audiences are also attracted to see their favorite celebrity cheering for the team.

6. Process IPL biggest event of the year requires a month of preparationOrganizing the respective 8 teamsMarketing the IPL as it has to reach the wide range of audienceArrangement of stadium where this event is going to be heldExecution of the Event.

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Physical Evidence : -

Fun, Music, Entertainment & sports, where can you find that, answer for that is INDIAN PREMIER LEAGUE. People wait for this season as they get everything in a joyful bundle. IPL is also the biggest platform for advertising and promoting different product or brands which is clearly viewable during the event.

Marketing strategies of IPL

The IPL has followed an array of marketing and branding strategies in order to popularize the franchise. Some of these strategy are

Creating online traffic through blog published by IPL franchise owner and Bollywood megastar Shahrukh Khan.

Hiring international cheerleaders.

Television, radio, print and outdoor advertisements like the Cricket ka Karmayudh, the creators have managed to generate more hype and a loyal fan base.

Sponsorship from some of the worlds most popular brands such as Nokia, Tag Heuer, The Telegraph and Belmonte managed to create an advertising .

Auctioning the players participating in the tournament of IPL.

The gala of the opening ceremony is encountered with a Live Concert.

The marketing strategies and strong branding initiatives have helped the tournament attain an overall brand value of USD 6.3 billion in 2015

Decline Stage

Reasons: -

Match Fixing

Pre decided winning team

Lot of new/unknown players.

T20 overdose

As said by Jackie Chan in The Karate Kid : "Wu Ji Bi Fun"Meaning : when things reach an extreme, they can only move in the opposite direction

Product Life Cycle

THANK YOU

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