Kings XI Punjab is a cricket franchise that participates in the Indian Premier League. It is owned by Preity Zinta, Ness Wadia, Mohit Burman, and Karan Paul. The brand audit examines the team's ownership and management, social media presence, merchandise, fan base, brand values, and strategies to improve loyalty and awareness. Key recommendations include creating a memorable story that resonates with fans, leveraging popular players, building a winning team, and performing internationally to expand the brand's reach. Strengths include their international coach, past successes, social media following, and sponsors. Weaknesses are prior termination from the IPL, losing star players, and mixing languages and religions among fans.

2. Brand Audit
Kings XI Punjab
by
Mudrika Talwar Sherman Lewis Chirine Nahas
Roisin Wilson Sergio Felgueres Gianluca Caruso

3. AdviceAssociationExploratoryRationaleInventoryInventory
•A great game gets fans in
the stands once. A great
story gets fans coming back
for every game.

4. AdviceAssociationExploratoryRationaleInventory
• Ness Wadia
• Indian businessman belonging to the Wadia family
• Preity Zinta
• Indian film actress. Girlfriend of Ness Wadia
• The Oberoi Group
• Karan Paul
• Mohit Burman
Inventory

5. AdviceAssociationExploratoryRationaleInventory
• The fan club is called the Lions Den. Lions Den is
currently under maintenance.
• There is one basic app for iPhone that lets fans know
stats for the team
Inventory
367,480 Likes 136,500 Followers 252,196 circles

6. AdviceAssociationExploratoryRationaleInventory
Stand Name Price E.Tax Total Gate No.
Chair Block 1 5.44 1.36 6.80 GATE 5 & 6
Chair Block 2 5.44 1.36 6.80 GATE 11
North Chair Block 1 6.80 1.70 8.50 GATE 7
North Chair Block 2 6.80 1.70 8.50 GATE 10
VIP Block 8.84 2.21 11.05 GATE 4
Pavilion Terrace 47.60 11.90 59.50 1 C
North Pavilion 54.40 13.60 68.00 GATE 9
Corporate Box Level 1 108.80 27.20 136.00 1 B
Corporate Boxes Level 2 163.20 40.80 204.00 1 B
Inventory

7. AdviceAssociationExploratoryRationaleInventoryInventory

8. AdviceAssociationExploratoryRationaleInventory
• T-shirts
• Caps
• Flags
• Scarves
• Key Chains
• Trumpets
• Watches
• Hats
• Bobble heads
Inventory

9. AdviceAssociationExploratoryRationaleInventory
• Kings XI Punjab videogame
• e.g., EA Games, ESPN Games, Nintendo, Xbox etc.
• Kings Punjab Mobile Game with social interaction between
Facebook fans
• e.g., Zynga
• Collectible album with current and old players. Limited edition
cards etc.
Inventory

10. AdviceAssociationExploratoryRationaleInventory
• The Mission is to promote cricket
within the Punjab region by
providing global exposure to
local talent, and attracting new
audiences for the sport through
innovative presentation
• Lions bring to life the phrase ‘Sher-e-
Punjab’, or ‘Lions of Punjab’.
• Punjabis like to see themselves as brave,
royal and with huge hearts, qualities
best epitomized by a lion.
• Punjabi Kings have …. a lion’s heart: big
and brave. They are passionate and
committed. Winners who are good and
fair sportsmen!
RationaleInventory

11. AdviceAssociationExploratoryRationaleInventory
SALIENCE
PERFORMANCE IMAGERY
JUDGEMENTS FEELINGS
RESONANCE
1. Identity =
WHO ARE YOU?
2. Meaning =
WHAT ARE YOU?
3. Response =
WHAT ABOUT YOU?
4. Relationships =
WHAT ABOUT YOU AND ME?
ExploratoryRationaleInventory

12. AdviceAssociationExploratoryRationaleInventory
• Kings VI Punjab scored fifth on the scoreboard of the
biggest brand values with a $15.6m worth*
• They scored second with 54% on the highest brand
awareness scoreboard following the Delhi Daredevils
(55%)*
*(Source: IPL Brand Valuation – 2009)
ExploratoryRationaleInventory

13. AdviceAssociationExploratoryRationaleInventory
• Continuity
• Despite many down-turns in 2008 and 2011,
the team has managed to regain its groove
• Commitment
• The team remains loyal to its fan base by
fighting controversial issues and staying true to
their culture and values
ExploratoryRationaleInventory

14. AdviceAssociationExploratoryRationaleInventory
• Team emblem
• The Crest – Mark of a brave winner
• The Banner – Letter sequence K.J.H.P.H,
symbolizing the states represented
• The Lions – Strength, Fierceness of Punjabi &
desire to excel in cricket
ExploratoryRationaleInventory

15. AdviceAssociationExploratoryRationaleInventory
• Quality: reflected by the Punjabi culture
• Credibility: reflected in the team’s beliefs
ExploratoryRationaleInventory

16. AdviceAssociationExploratoryRationaleInventory
• Excitement
• Respect
• Passion
• National Pride
ExploratoryRationaleInventory

17. AdviceAssociationExploratoryRationaleInventory
• Behavioral loyalty of fans
• Team merchandise (t-shirts, caps, flags, etc.)
• Attitudinal attachment
• Die-hard fan explicit cry-outs on fan pages
• Active Engagement
• Facebook fan page stronger among younger segments
ExploratoryRationaleInventory

18. AdviceAssociationExploratoryRationaleInventory ExploratoryRationaleInventory

19. AdviceAssociationExploratoryRationaleInventory ExploratoryRationaleInventory

20. AdviceAssociationExploratoryRationaleInventory
Both team and league are young, time to
create myths is now
Winning will get fans into the seats once,
a great story will keep them coming back
Create a memorable story now that
resonates with fans
AssociationExploratoryRationaleInventory

21. AdviceAssociationExploratoryRationaleInventory
Sometimes a single
player can have
more followers
than a team
Nothing is more
effective than
victory: it increases
visibility, even
through sales of
merchandising
Sport is a show, to
make it itinerant
would naturally
increase audience,
awareness and,
potentially,
follower
Leverage players appeal: the
Beckham model
Build a winning team:
winners are loved
Export the “product”:
international
demonstration
performances and
shows
AdviceAssociationExploratoryRationaleInventory

22. THANK YOU !

23. Strengths
• International coach, Australian batsman
Darren Lehmann
• Strong team: successes in 2012
• 2012:/ 6th out of 9 teams
• Social media presence
• Well known sponsors
• Lion logo/ anthem
• 136K followers on twitter /368k likes on
Facebook
Weaknesses
• Past termination by the IPL committee
• Owners gave away Dinesh Karthick and let
Abhishek Nayar & Paras Dogra highest run
getters in domestic league go
• Lost most recent match against CSK
• Mixture of written languages/ religions –
must unite fans under one banner
Opportunities
• Return to IPL / new brand
• Youth section
• Room to expand into different areas
• Room to increase market share – big
region/ abroad
• Farmers 39% of workforce- partner with
related products- Amul?
• Games out of season
Threats
• 2010 Threat to brand. Accusation of racism
after cheerleaders were denied entry
• Past dispute with Punjab Police and Nadia
Wadia– sour relationships
• Risk of no security from police
• Mixture of faiths – must be culturally aware
• Lose support out of season