whistlepodu-brand management for csk
TRANSCRIPT
Chennai Super Kings
Great Lakes Institute of ManagementTeam Name : the3musketeers
Team Members:Sushant Midha9176610426
Tushar Arora 9176633879Vikram Choudhary 9381766572
“A great brand is one that drives choice, builds loyalty and allows the brand to demand a price premium”
Roadmap to increase CSK Brand Valuations
Consistent performance by Chennai Super Kings.
Leverage upon this performance to increase revenue through ticket sales and sponsorships
To increase brand recognition by involving fans in its promotional activities
Leverage upon this recognition to convert them into profits
This increased brand value can be used to create further new assets e.g. foraying and investing into emerging cricket nations
LEVERAGING EXISTING ASSETSTICKET SALES
COMICS
WHISTLE PODU
SOCIAL MEDIA
MEDIA TIE-UPS
MERCHANDISE
MASCOT
WEBSITE
FAN CLUB
More Ticket Collecting Centers
More Schemes
“One Ticket for Full Fun”
Tie-Ups to Increase Occupancy
Additional Seating Capacity
TICKET
SALES
LEVERAGING EXISTING ASSETS
TICKET SALES
COMICS
WHISTLE PODU
SOCIAL MEDIA
MEDIA TIE-UPS
MERCHANDISE
MASCOT
WEBSITE
FAN CLUB
Discount Coupons from Sponsors
Exhibition “CSK Team v/s CSK Fans” matches
Fan Charter
Fan Certificate
FAN
CLUB
LEVERAGING EXISTING ASSETS
TICKET SALES
COMICS
WHISTLE PODU
SOCIAL MEDIA
MEDIA TIE-UPS
MERCHANDISE
MASCOT
WEBSITE
FAN CLUB
“Fan Oath” to help Counterfeit Fake Merchandise
Tap Rural Market
More variety of Merchandise
Personalized Merchandize
Target International Market
MERCHANDISE
LEVERAGING EXISTING ASSETS
TICKET SALES
COMICS
WHISTLE PODU
SOCIAL MEDIA
MEDIA TIE-UPS
MERCHANDISE
MASCOT
WEBSITE
FAN CLUB
Available on Social Media
Also Available as Comic Strips
Encouraging Participation from Fans
Increasing Accessibility through Print Media
COMICS
LEVERAGING EXISTING ASSETS
TICKET SALES
COMICS
WHISTLE PODU
SOCIAL MEDIA
MEDIA TIE-UPS
MERCHANDISE
MASCOT
WEBSITE
FAN CLUB
CSK TV
Collaboration with Print Media with extensive National Coverage
Big-FM/Radio-Mirchi
MEDIA
TIE
UPS
LEVERAGING EXISTING ASSETS
TICKET SALES
COMICS
WHISTLE PODU
SOCIAL MEDIA
MEDIA TIE-UPS
MERCHANDISE
MASCOT
WEBSITE
FAN CLUB
Sponsor’s Product Placement
Online Contest
WHISTLE
PODU
LEVERAGING EXISTING ASSETS
TICKET SALES
COMICS
WHISTLE PODU
SOCIAL MEDIA
MEDIA TIE-UPS
MERCHANDISE
MASCOT
WEBSITE
FAN CLUB
Scoreboard/Commentary
Gaming App
News Coverage of Other Cricket Events
CSR initiatives
WEBSITE
LEVERAGING EXISTING ASSETS
TICKET SALES
COMICS
WHISTLE PODU
SOCIAL MEDIA
MEDIA TIE-UPS
MERCHANDISE
MASCOT
WEBSITE
FAN CLUB
“Sign for CSK”
“Spread the word”
Promotional Events
Twitter Verification
News and Announcements
SOCIAL
MEDIA
LEVERAGING EXISTING ASSETS
TICKET SALES
COMICS
WHISTLE PODU
SOCIAL MEDIA
MEDIA TIE-UPS
MERCHANDISE
MASCOT
WEBSITE
FAN CLUB
Attract Licensing of Mascot
Sponsor’s Advertising on Mascot
Events, Inaugural Ceremonies and Mall Promotions
Product Launches and Parties
International Presence
MASCOT
CREATING NEW BRAND ASSETSCSK TV
MOBILE VAN
CSR
EMERGING CRICKET NATIONS
CSK CREDIT CARDS
THEME CAFES
COFFEE TABLE BOOK
BIKER’S GANG
CSK MOBILE APP
EMERGING
CRICKET
NATIONS
Foray into emerging cricketing nations like Ireland, Netherland, Canada, etc.
Promoting Cricket initiatives.
Investing in infrastructure and nurturing talent.
Access to raw talent and global recognition.
More exposure for sponsors.
CREATING NEW BRAND ASSETSCSK TV
MOBILE VAN
CSR
EMERGING CRICKET NATIONS
CSK CREDIT CARDS
THEME CAFES
COFFEE TABLE BOOK
BIKER’S GANG
CSK MOBILE APP
CSK
TV
CHANNEL
Collaboration with a DTH Service provider.
Telecasting CSK practice sessions, local matches, cricket tutorials etc.
Revenue Generation through Advertisements.
CREATING NEW BRAND ASSETS
CSK TV
MOBILE VAN
CSR
EMERGING CRICKET NATIONS
CSK CREDIT CARDS
THEME CAFES
COFFEE TABLE BOOK
BIKER’S GANG
CSK MOBILE APP
CSK
MOBILE
APP
Built in Apps across all platforms
Mobile games
Apps for News, scoreboards, teams, commentary, etc.
CREATING NEW BRAND ASSETS
CSK TV
MOBILE VAN
CSR
EMERGING CRICKET NATIONS
CSK CREDIT CARDS
THEME CAFES
COFFEE TABLE BOOK
BIKER’S GANG
CSK MOBILE APP
CSK
CREDIT
CARDS
Collaborate with a bank
Special discounts
More customers for the bank
Engage with fans more extensively
CREATING NEW BRAND ASSETS
CSK TV
MOBILE VAN
CSR
EMERGING CRICKET NATIONS
CSK CREDIT CARDS
THEME CAFES
COFFEE TABLE BOOK
BIKER’S GANG
CSK MOBILE APP
MOBILE
VAN
Collaborate with a FMCG player
Mobile vans carrying big TVs in rural areas
Tap huge potential in rural areas
Vans as advertisement space for Sponsors
CREATING NEW BRAND ASSETS
CSK TV
MOBILE VAN
CSR
EMERGING CRICKET NATIONS
CSK CREDIT CARDS
THEME CAFES
COFFEE TABLE BOOK
BIKER’S GANG
CSK MOBILE APP
BIKER‘S
GANG
Pan India Biking trips
Red Bull
Extensive coverage through Social Media
Promote as Reality TV show on CSK TV
CREATING NEW BRAND ASSETS
CSK TV
MOBILE VAN
CSR
EMERGING CRICKET NATIONS
CSK CREDIT CARDS
THEME CAFES
COFFEE TABLE BOOK
BIKER’S GANG
CSK MOBILE APP
THEME
CAFES
Cafes promoting CSK theme
Outsource entire operations
Revenue on Sharing Basis
Visibility throughout the year
CREATING NEW BRAND ASSETS
CSK TV
MOBILE VAN
CSR
EMERGING CRICKET NATIONS
CSK CREDIT CARDS
THEME CAFES
COFFEE TABLE BOOK
BIKER’S GANG
CSK MOBILE APP
COFFEE
TABLE
BOOK
CSK journey
Relationship with ALL its stakeholders
CREATING NEW BRAND ASSETS
CSK TV
MOBILE VAN
CSR
EMERGING CRICKET NATIONS
CSK CREDIT CARDS
THEME CAFES
COFFEE TABLE BOOK
BIKER’S GANG
CSK MOBILE APP
CSR
INITIATIVES
Support a Cause
NGO tie-ups
Green Initiative
Theme Cafes
CSK$ 55.37 million
Ticket Sales
Media Rights
Fan ClubsMerchandise
Sponsorships and Licensing
Leverage Rural
Market
Emerging Cricket Nations
“CSK “ The Global
Brand
Fan Inclusive Activities
Source – Brand Financial Report 2011
