1. Market Research 2. Branding 3. Media Planning 4. Interactive Marketing 5. Association and Partnership

1. Team Victorious Secret
Member Name
Karan Chhabra (SPOC)
Anurodh Tak
Mugdha
Vinamrata Gandhi
Star Inspire Case

2. Executive Summary
Sports
Analysis
Consumer
Behaviour
Right
Communication
Youth
Marketing
Planning &
Execution
Approach
Secondary Research
• Comparison of popular sports in India
• Perceptual map of all the sports
• Identification of perfect recipe for popularity
• Branding Kabaddi as a sport for Youth
through KhelKabaddi campaign
• Positioning Kabaddi as a Global Sport
• Making a movie and webseries for
Kabaddi promotion
• Making a ‘Rule Song’ to increase
awareness
Primary Research
Conducted PIs, FGDs and Surveys
• Identified TG profile
• Understanding TG behaviour for sports
consumption
• Motivation and Hurdles for Kabaddi
• Factors important to influence customers
• Tie up with IKF and World
Kabaddi League
• Interaction with consumers at
every phase of viewership
• 10 year plan to develop the sport
• Interactive Marketing experience: Making a
Kabaddi Game to involve youth even more
• Dream Squad Portal creation for PKL and
other big leagues
• ‘Dekhoge to Dikhaoge’ campaign to
encourage users to answer Kabaddi related
quiz questions
Communication Strategy Youth Marketing Planning and Execution
Consumer BehaviourSports Analysis

3. 62%
37%
30%
25%
24%
23%
22%
16%
15%
11%
0% 20% 40% 60% 80%
CRICKET
BADMINT…
SWIMMING
TABLE…
CYCLING
TENNIS
FOOTBALL
VOLLEYBALL
BASKETBALL
GO-…
1934 Ranji trophy started
1970 Major players like Gavaskar
1983 India won the cricket WC
1987 1st WC to be held in India
1990’s Tendulkar revolution
2000- T20 and IPL format
1928 India won Olympic gold
1920-40 Dhyanchand domination
1980 Last Olympic medal
1980- No Olympic medal
1975- No WC medal
2000- No major nationals
1889 Mohan Bagan was formed
1948 Participated in Olympics
1956 Won the Asian Cup
1990- FIFA gained national popularity
2000- Popularity of international clubs
1993 Launch of FIFA video game
Recognition
Skill
Cricket
Tennis
Football
Kabaddi
Badminton
Motorsports
Swimming
Table
Tennis
Basketball
Athletics
Hockey
Ingredients of Popular Sports in India
Regional teams Ranji, Mohan Bagan and East Bengal promote local talent
Major players Gavaskar, Shyanchand and Bhutia promote their sports
Quality content National or International content for cricket and football
Supporting team High viewership to support national team or club of choice
Local participation Participation and school and college level engages audience
Skill and Talent High appreciation for the sport due to strength and stamina
Why Sports Succeed in India?
Participation in Sports Sports Timeline
Cricket Hockey Football
Approach
Consumer
Behaviour
Right
Communication
Youth
Marketing
Planning &
Execution
Sports
Analysis

4. Understanding Sports Consumption Behaviour
Surveys PI FGDs
Identify customers’ needs &
relative importance of
various parameters
To understand the
customer behaviour
176
responses
15
PIs
2 FGDs
8 members
Customers are asked to reply to expectation &
perception statements for various sports events &
activities
Research Methodology
Consumer Profiling
The time devoted to sport and event related consumption activities is not isolated and can
include the interaction of multiple sport and non-sport consumption activities.
Consumer Behaviour
Motivation for Sports Consumption Hurdle for Sports Consumption
Lack of knowledge is one of the
most important constraints of
viewing sporting events.
Time Consuming
Active participation in sports leading to attachment
Achievements of team and individual players
Socialization- When peer group is following a sport
Attachment to the Coach
Promote Global achievements by the team to increase affiliation to the sport
Spectators must be encouraged to acquire knowledge about sport for greater motivation
Make sports consumption convenient considering time and energy invested by consumer
Make Kabaddi consumption entertaining as competition is not only from other sports
Key Takeaways
54 percent of India's population is
under the age of 25, which amounts
to 550 million young people.
65% of the population is under 35
years old.
Target Youth Make Kabaddi the
game for Youngsters
Develop interest in kids (age 8-12)
majority of them are still not greatly
influenced by any sport and there is
great room for influence
Key Takeaways
Approach
Sports
Analysis
Right
Communication
Youth
Marketing
Planning &
Execution
Consumer
Behaviour

5. Attitude towards sports & Hurdles for Kabaddi
Popular players
Only 4% of respondents recognized
one of the following players
Adake Rahul
Ajay Thakur Anup
Sandeep Kandola
Manjeet Chillar
Infrastructure
In spite of very little infrastructure requirements
For Kabaddi, there are very few stadiums and
dedicated facilities for the sport in India.
There are only 11 stadiums for Kabaddi all over
India
Knowledge about the sport
Only 13% of respondents were aware of all the following terms
Raider Defender Do or Die
Pursuit Super Catch Super Raid
All-out Bonus point Golden Raid
Only 30% of respondents were aware of the duration of the
match, team size, dimension of court and Baulk line
Local participation
Kabaddi is still considered to be
a rural sport by a majority of
the population and does not
feature in local sports meet and
school sports teams
Global Competitions
Although Indian football team does not
perform very well on an international
scale, it enjoys a huge followership due
to global competition and various world
class teams. Kabaddi is dominated by
India with no major rivalry
High skill requirement
In spite of being a highly complex
game which is actually a mixture of
agility, strength and strategy,
Kabaddi is perceived to be a low skill
game with little proficiency due to
ignorance about the sport.
As per the analysis of other popular sports in India, Kabaddi can be analyzed as follows
Approach
Sports
Analysis
Right
Communication
Youth
Marketing
Planning &
Execution
Consumer
Behaviour

6. Branding Kabaddi
Make Kabaddi the Sport of Youth
Showcasing iconic moments of Indian
Kabaddi Team in international
leagues through advertisements.
Kabaddi Highlights during Advertisements Break
Highlight can be of great performance of individual
players. This will help increase awareness about Indian
star players and generate interest amongst people.
These advertisements/
highlights should be
targeted towards youth.
Tagline: Chal Buddy Khele Kabaddi  Encourages
more people to play Kabaddi in a youthful manner
#Khel Kabaddi
 People will be encouraged to play Kabaddi and post their team pics (playing Kabaddi) on FB /
Twitter with a funny and captivating caption.
 Winning team of this event will get to play a friendly Kabaddi match with their favourite PKL team
Impact
Increases awareness of
Kabaddi amongst youth
Encourages more people to
participate
Story of a Kabaddi Hero (Player) –15-20 sec ads to be shown in the ad break of IPL and other premier leagues
International victories and games will promoted about this campaign- Thus the above advertisement campaign will help establish
Kabaddi as a Global sport
Approach
Sports
Analysis
Youth
Marketing
Planning &
Execution
Consumer
Behaviour
Right
Communication

7. Media Planning
An attempt to make worthy hero out of
a Kabaddi player – a film less about the
sport and more about the sportsperson
Great inspirational movies about
Kabaddi that parents can watch with
their children to inspire them and help
give them vision for their lives
C
O
N
C
E
P
T
A script revolving around a Kabaddi player’s
personal Life, his passion for Kabaddi, his
tips on Kabaddi for aspirants, more sneak
peek into his real life and on how he
prepares himself physically, mentally and
emotionally to play in the upcoming premier
league.
This web series can be watched free on any
internet connected devices on Hotstar App
A song of rules: Kabaddi rules
sung in a theme to inextricably
link it to Kabaddi - whenever you
think of Kabaddi, the song
immediately pops into your head.
A song that evoke emotions and
brings back old memories to
make you instantly happy,
pumped up, or wistful.
Affinity and compassion towards
Boxing and Running increased after the
release of the Movies.
Many interviews of Milkha Singh and
Mary Kom were published post the
movie
T
R
E
N
D
S
The popularity of web series has taken up
pace in the past one year in India
Popular internet based start ups have
disruptively replaced the traditional main
stream media
10 million+ downloads of Hotstar App on
Google Play
Catchy tunes like the IPL jingle,
the ‘Mauka Mauka’ series of
advertisement with a story line
became very viral and the rule
song has the potential to spread
awareness about Kabaddi
Movie Web series Rule song
Approach
Sports
Analysis
Youth
Marketing
Planning &
Execution
Consumer
Behaviour
Right
Communication

8. Interactive Marketing
A Game to simulate the real and rich
game experience
Communicate and interact & engage
with users
Help them take the feel of the sport even
virtually provoking them to ply it in real
ground as well
Kabaddi Game Mobile App
Online fantasy sports are a multibillion-dollar
industry
Users can build a dream squad of KPL and
put them to the test
Options to form squad from the Kabaddi
Premier League to the World cup and beyond
Take the thrill of Kabaddi with you wherever
you are with the most authentic Kabaddi KPL
App on the Google Play
Dream Squad of PKL Dekhoge toh Dikhoge
In order to boost viewership,
lucky draw question can be
held during the ad breaks.
The winner to watch live
match with team owners, do
the toss and get a chance to be
on TV
People
play on
App
Associate
with
Kabaddi
Play &
View live
matches
Increased involvement of the fans and
viewers and helps in spreading WOM
Enhanced knowledge about the rules of
the sport and liking developed for
favourite players
Playing it is a harmless and
knowledgeable fun
A good engagement activity for office
goers
Impact
Help create awareness of the sport and
give clarification for the rules
Increase presence in Youth
Impact
Approach
Sports
Analysis
Planning &
Execution
Consumer
Behaviour
Right
Communication
Youth
Marketing

9. Motivating Youth to Play Kabaddi
An effective strategy to increase a franchisee fan base is engagement of respective franchises with local
community. This helps generate greater TV viewership, increase attendance of matches and sale of
merchandise. Performance of national team or players at international level increases the interest in the
game, hence the league.
Kabaddi Courts in Adventure Parks and Malls
A small Kabaddi court with cushion
ground in the play area of the malls
and adventure park like Wonderland,
Esselworld, etc.
Make it an
attraction like
Cricket nets and
Paint Ball Shooting
A team sport
which will require
minimum 8
players to play
Making use of the healthy rivalry among
competing schools to create the thrill in
the game.
Star Sponsored School & College Competitions
By encouraging school kids, the Kabaddi team
& sport playing hobby will become a norm
just like for Cricket, Basketball and Football
Increasing Fan base
Approach
Sports
Analysis
Planning &
Execution
Consumer
Behaviour
Right
Communication
Youth
Marketing

10. Associations and Partnerships
Associate with health foods
Collaborative marketing with
products like “Chyawanprash”
can be used to promote Pro
Kabaddi League, which will help
increasing viewership eventually
TV partner of World Kabaddi League
After the success of Pro Kabaddi
League, Star can bid for the
broadcasting rights for World Kabaddi
League (WKL), as it had 41 million
reach with one-tenth spend of PKL in
first year itself.
Tie up with International Kabaddi Federation (IKF)
• Develop new forms of
Kabaddi to ensure excitement
in game for viewers.
• This is one of the major
reason for the success of T20
format and IPL.
• People love options and new
experience
• Building Kabaddi Academies in
collaboration with IKF and PKL Team owners
• This will promote participation and provide
basic infrastructure for the sport
Broadcast More ContentConstant Innovation
• Insight- People do not watch
Kabaddi because of lack of
awareness and content
• Broadcasting more content will help
more content to be available and
Kabaddi following can become a
hobby.
Building Infrastructure
Approach
Sports
Analysis
Consumer
Behaviour
Right
Communication
Youth
Marketing
Planning &
Execution

11. Timeline
YearApproach
The events are decided
based on the call-to-action.
Starting with Awareness
phase followed by
Involvement phase and
Encouraging
Participation in the final
stages. While, in the
background, we will try to
Strengthen the Base by
constantly try methods to
develop new content for the
viewers in order to keep
them engaged.
Awareness
Involvement
Participation
Strengthening Base
Approach
Sports
Analysis
Consumer
Behaviour
Right
Communication
Youth
Marketing
Planning &
Execution