A strategy to transform Chennai Super Kings into a global brand and compare it with other sports brands business model

1. SWAGAT
MISHRA
SHANTANU
WAGLE
swgt.mshr@gmail.com
wagleshantanu@gmail.com
8652000120
9819168618

2. Case
Deliverables
Is
it
possible
for
CSK
to
become
much
more
that
an
IPL
club?
What
are
some
other
business
models
that
CSK
can
follow?
Analyse
the
feasibility
of
these
models
in
terms
of
profitability
and
increasing
brand
engagement?
• The
Chennai
Super
Kings
(abbreviated
as
CSK)
are
a
franchise
cricket
team
based
in
Chennai,
Tamil
Nadu
that
plays
in
the
Indian
Premier
League.
• Founded
in
2008,
the
team
is
captained
by
Mahendra
Singh
Dhoni
and
coached
by
Stephen
Fleming.
•
The
team
plays
its
home
matches
at
the
M.
A.
Chidambaram
Stadium
in
Chennai.
• The
Chennai
franchise
was
sold
to
the
India
Cements
for
$91
million,
making
it
the
fourth
most
expensive
team
in
the
league.
•
India
Cements
acquired
the
rights
to
the
franchise
for
10
years.
Should
CSK
explore
alternaSve
models
of
revenue
outside
of
IPL
such
as
venturing
into
other
sports
and
leagues
and
transforming
into
a
complete
sporSng
club
instead
of
simply
concentraSng
on
cricket?
History
Of
CSK
Case Brief

3. Chennai Super Kings
BRAND
PYRAMIND
SWOT
ANALYSIS
BRAND
NAME
• CSK
brand
name
was
partly
inspired
or
downright
inherited
from
the
defunct
Chennai
Super
Stars
• The
descriptor
“super”
–
Tamils’
overused
fuzzword
–
everything
is
“super”
from
morning
coffee
to
their
favorite
cinema
star.
BRAND
LOGO
• The
“king
of
the
IPL
jungle”
symbolism
traces
back
to
Pallava
dynasty
who
combined
the
iconic
lion
emblem
with
other
symbols
like
the
SwasSka,
Srivatsa,
and
the
Trisula
in
their
copper
plate
seals.
BRAND
VALUES
BRAND
EQUITY
• Hardworking
• Focused
• Fun
loving
• Team
spirit
• Fair
play
• Calm
under
pressure
• DeterminaSon
• Most
consistent
• Winners
-­‐PL
2010,2011
Finalists-­‐
2008,2012,2013
• Champions
trophy
winners-­‐
2010,2014
• Most
valuable
IPL
Brand
• Only
team
to
reach
playoffs
every
season

4. Benchmarking with famous international brands

5. Challenge #1
Is it possible for CSK to become much more that
an IPL club?

6. Theme
Cafes
CSK
40
days
Live
Matches
Social
plaborms
Fan
Clubs
Media
PromoSons
Leverage
Rural
Market
Tier
2
talent
hunt
Gym/
Fitness
centes
“CSK
“
Engaged
all
year
Engagements

7. Strategies
• A
talent
search
compeSSon
that
happens
ager
IPL.
• CSK
officials
will
go
to
places
across
India
and
select
budding
cricketers
• The
selected
players
will
be
train
by
CSK
players.
• CSK
a
brand
for
athletes
• Fitness
centers
can
connect
with
youths
• Also
showcases
the
discipline
and
hard-­‐work
required
to
be
an
athelete
• Collaborate
with
a
FMCG
player
• Mobile
vans
carrying
big
TVs
in
rural
areas
• Tap
huge
potenSal
in
rural
areas
• Vans
as
adverSsement
space
for
Sponsors
• Cafes
and
restaurants
promoSng
CSK
theme
• Various
cricket
memorabilia
of
players
• Surprise
visists
of
players
• Visibility
throughout
the
year
• ExhibiSon
matches
in
various
franchise
games
like
ISL,IHL
with
CSK
CelebriSes
• Matches
with
county
teams
and
associate
naSons
like
Afganistan,Netherlands
• Matches
involving
reSred
legends
and
CSK
players
• Start
sports
merchandise
stores
• Offer
and
sell
sports
goods
• Leverage
the
successful
and
successful
brand
name
of
CSK

8. Strategies
• A
Indian
sports
channel
with
local
commentary
• Live
matches
and
tv
shows
from
CSK
cricketers
• Behind
the
scenes
anScs,
gossip
of
players
• Pan
India
Biking
trips
• CulminaSng
at
CSK
cricket
fair
• Place
to
meet
fellow
fans,
buy
sell
collector
ediSons
merchandise
• A
fun
party
desSnaSon
• Can
leverage
on
the
trust
factor
of
CSK
and
provide
finance
to
low
income
classes
• CSK
cards
which
allows
fans
best
deals
in
Sckets
and
merchandise
• A
theme
park
to
be
started
with
rides
inspired
by
characters
• AjracSons
to
include
box
cricket
,go
karSng
and
other
adventure
sports
• Mobile
games/Toys
• Games
with
players
as
protagonists
• Tie
ups
with
local
brands
to
supply
CSK
acSon
toys
• Collaborate
with
Make-­‐a-­‐
wish
foundaSon
• grant
the
wishes
of
c h i l d r e n
w i t h
l i f e
threatening
medical
condiSons

9. Challenge #2
What are some other business models that CSK
can follow?

10. Business Model
Franchise
Model
Conglomerate
Model

11. Challenge #3
Analyze the feasibility of these models in terms
of profitability and increasing brand
engagement?

12. AcVvity
Profitability
Investment
Brand
Engagement
Hotel/Restaurant/Catering
High
Very
High
• High
• Help
spread
brand
into
Ser-­‐2
ciSes
• Year
long
engagement
Animated
cartoons,
games/
Toys
Low
High
• Low
• Use
cricketers
as
characters
• Used
to
reach
youth
and
kids
Gym
and
Fitness
centers
Low
High
• High
• CSK
a
brand
for
athletes
• Fitness
centers
can
connect
with
youths
Media
High
High
• High
• Can
produce
sports
movies
like
Mary
Kom
• CSK
sports
–
A
Indian
sports
channel
with
local
commentary
• Encourage
athletes
Finances
High
High
• Medium
Can
leverage
on
the
trust
factor
of
CSK
and
provide
finance
to
low
income
classes
Sports
Stores
Medium
Medium
• High
• Leverage
the
sports
brand
CSK
and
provide
offering
of
sports
merchandise