Building A Sports Brand

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This presentation tells how providing emotional benefits to your customers can build strong brand.
Here I've shown how Kolkata Knight Riders despite being loser on the ground always win over their fans!

Building A Sports Brand

  1. 1. MARKETING MANAGEMENTGroup Exercise 9Building A Sports Brand<br />Submitted to: Submitted by:<br />Prof. M D Rao Karan Sachdev<br />ISME bangalore<br />
  2. 2. Article: BOSTON RED SOX<br />A baseball franchise earlier known as Americans started business in 1901.<br />Won two world series under the name Boston Red Sox in 1903 and 1904 and won four more between 1912 and 1918.<br />Has been unable to win a World Series since 1918. <br />Despite lack of championships, this franchise has achieved both business success and tremendous brand loyalty by adapting insightful management strategies.<br />
  3. 3. Key Points from The Article<br />GI benefit : Boston<br />Brand Concept : Entertainment<br />Brand Association: Boston and Fenway Park<br />Internal Branding<br />Availability: Merchandise available in far markets also.<br />
  4. 4. KOLKATA KNIGHT RIDERS<br />INTRODUCED in IPL season 1 in 2008.<br />Franchised by Shah Rukh Khan(Red Chillies).<br />Most valuable brand among IPL franchises.<br />Won the first match of the season.<br />Originated from cricket loving place Kolkata.<br />Has not been able to enter semi-finals in both seasons of IPL.<br />Still this brand stands strongest among all IPL franchises enjoying highest brand value and strong fan following.<br />
  5. 5.
  6. 6. BRAND BUILDING STRATEGIES OF KOLKATA KNIGHT RIDERS<br />
  7. 7. WHAT IS KOLKATA KNIGHT RIDERS..?<br />Entertainment<br />Cricket Team & Merchandise<br />
  8. 8. BRAND EQUITY<br />
  9. 9. BRAND ELEMENTS<br />
  10. 10. SECONDARY ASSOCIATIONS<br />
  11. 11. WHERE DO THEY STAND..?<br />
  12. 12. PERFORMANCE IN 1st SEASON<br />SOURCE: www.thatscricket.oneindia.in<br />
  13. 13. PERFORMANCE IN 2nd SEASON<br />SOURCE: www.thatscricket.oneindia.in<br />
  14. 14. REVENUES & PROFITS IN 1st SEASON<br />SOURCE: www.thatscricket.oneindia.in<br />
  15. 15. REVENUES & PROFITS IN 2nd SEASON<br />SOURCE: www.thatscricket.oneindia.in<br />
  16. 16. FORTUNE OF KKR<br />Average performance in 1st season.<br />Doomed in 2nd season.<br />One of the only two franchises which were profitable in season 1.<br />One of the top three profit making teams in season 2.<br />Enjoys highest brand value at $42.1 million.<br />Enjoys highest Gate Receipts.<br />Enjoys die hard fan following from Kolkata.<br />
  17. 17. FAN FOLLOWING/LOYALTY<br />
  18. 18. Winning games is not enough to build a successful sports brand. Teams need to engage the local community, attract star players who inspire a wide audience and develop a strong marketing communications programme.<br />
  19. 19. AVAILABILITY OF MERCHANDISE<br />
  20. 20. SENSE OF BELONGING<br />The name of the franchise “Kolkata Knight Riders” reveals its belongingness to the city Kolkata where it has the highest fan following.<br />The slogan “korbo, lorbo, jeetbo re” is in Bengali which is the native language of Kolkata.<br />The Mascot of the team is named “Hoog Lee” which relates to the river “Hoogli” that flows along Kolkata.<br />In the 1st season, the team was captained by SouravGanguly, who belongs to Kolkata. He is a beloved personality there and is called by the name “Dada” which means “Big Brother”.<br />
  21. 21. ENTERTAINMENT - THE BRAND CONCEPT<br />
  22. 22. The first franchise in IPL which found its cheerleaders by a talent show called “Knights & Angels”.<br />The show was judged by SouravGanguly.<br />Kolkata Knight Riders released a music album and Kolkata being a place of music enthusiasts, welcomed the initiative.<br />
  23. 23. RECOMMENDATIONS<br />The franchise should work on improving the performance of the team on the field.<br />Team conflicts should be avoided as it would lead to better management and better performance of the team.<br />

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