The presentation we presented is related to Consumer Behaviour aspects of the IPL. Why the consumer watches, and what thrill the customer derives, is what we tried to explain through the presentation. You can watch the IPL theme song as well from youtube.

1. THE INDIAN PREMIER LEAGUE IS WELL-
MARKETED
Group 3

2. INTRODUCTION TO THE LEAGUE
 Founded in response to the Indian cricket
league.
 Brand value of USD 4.13 million
 Sixth most valued sports brand
 105 million viewers in 2015 – a jump of 21%
from 2014

3. CRICKETAINMENT

4. WHAT IS CRICKETAINMENT?
A portmanteau of Cricket and Entertainment.

5.  While the IPL has cricket at its core, it also
includes definite elements of showbiz,
glamour, star-quotient and regional rivalry.
 This comes from the fact that the IPL is
essentially a made-for-TV product.

6. PERFECT TIMING
 The league takes place during the months of April and May
- Perfect for family entertainment, as the children are at
home.
 Matches are short, and played in the primetime slot, which
ensures maximum viewership.

7. PERFECT TIMING – OTHER FACTORS
 Long day at work + hot summer hours
- Something to look forward to after work.
 The TV channel on which it’s broadcast –
Sony Max – is generally associated with
movies and entertainment.
- Adds to the sports+entertainment nature of
the IPL

8. STAR QUOTIENT
 One of the biggest draws
 A combination of stars from cricket and
popular culture – including celebrities and
tycoons.
 Maximum exposure to every celebrity – right
from the auctions, to celebrity interviews and
after-parties

9. CUSTOMER-BASED BRAND EQUITY MODEL

10. CUSTOMER BASED BRAND EQUITY MODEL.
Customer based brand equity
model applies to IPL in
development of IPL as a brand.
• Salience: IPL created its
identity through promotions
in all means possible. IPL
defined itself as for young
India and in later years
moved to family
entertainment.
• Performance: IPL served as
an daily entertainment event.
IPL was loved through the
country by all age groups
and new section of fans got
connected to the sport who
were looking for fast version
of cricket.

11.  Imagery: As people
connected to different
teams and players IPL
became a source of joy
and social connect
among fans.
 Judgements: Customers
Accepted IPL as India’s
one of the biggest form of
entertainment. All the
events and promotions
regarding IPL were a
huge hit.
 Feelings: Through out
the country people
developed emotional
connection with the
teams whether on
celebrity basis or regional
basis.
 Resonance: Only after
first year people
generated a loyalty
towards different team
and also towards IPL.

12. CONTROVERSIES IN THE IPL – A DOUBLE EDGED
SWORD

13. CONTROVERSIES IN THE IPL - A DOUBLE-
EDGED SWORD
IPL players getting arrested by the police for fixing a match.
• Television Viewer Rating dropped in the first week of IPL 7 to 2.9 which was 3.8 in
2013 (IPL 6) and 3.9 in 2012 (IPL 5). Spot fixing led to a drop of 14% viewership.
• Enrolment of children at cricket academies and sales of cricket goods have suffered
as well.
Gurunath Meiyappan and Raj Kundra getting involved in betting.
• Close to $1 billion worth of IPL's long-term brand value has been destroyed by such
controversies and lack of governance.
• BCCI president N.Srinivasan was told to step down from his position on his own as
BCCI president.
Suspension of IPL chairman Lalit Modi in 2010
• Modi was dismissed by the BCCI for massive financial irregularities
• The brand value of IPL was very low in 2009 USD 2.01 billion and after removal of
Lalit Modi it rose to USD 4.13 billion which was double the last year.

14. Despite the betting that rocked
the tournament , with
television ratings for the first
14 matches of the Twenty20
league up went up by 30% .
• The viewership ended its
eighth edition with a 21 per
cent increase in television
viewership in the recently
concluded season.
Whether its pollard putting a
tape on his mouth, virat kohli
meets anushka during the
match or wther its SRK
fighting with the guards.
These controversies has not
added the reality touch but
also led to increase in the
viewership.
This year being a
controversial free season the
cumulative reach of the IPL
has risen from about 100
million in its first edition in
2008 to 160 million in IPL4 to
191.4 million last year .

15. SELLING AN EXPERIENCE

16.  IPL brought in the style of owning a club like in the case of English Premier League and have
customers support their clubs irrespective of who was playing in the club. This is slowly, yet surely,
giving rise to inter-club rivalries arising from club loyalties.
 https://www.youtube.com/watch?v=Aanb4XFvlQk
 The business model was to sell the experience of 4 hours of cricket to a larger audience. It was
truly selling an experience rather than just a game.
. The shortened version of the game, the celebrities, and cheer leaders sent the right intentions
encouraging the small town cricket players to interact with their role models which have motivated
them to perform even better.
 This had an implication in terms of getting everyone in the family to come together and spend every
evening during the entire season following their favorite teams (or clubs).
 . IPL was able to leverage this to its benefit by pooling in celebrity stars, foreign players, favorite
commentators, fashion shows post the matches etc. which gave everyone something or the other to
cherish and have a memorable experience, which was different from one consumer to the other. In a
way IPL followed the differentiation strategy and made competition irrelevant.
 IPL adopted the model wherein they charged the customer for the experience they have gone
through rather than for the ticket itself.

17.  Pine and Gilmore define four types of engagement in which a person can be mentally absorbed or
physically immersed (vertical axis-customer connection), with either active or passive participation
(horizontal axis-customer participation).
 These two axis intersect to create four quadrants of experience:
 Educational
 Escapist
 Esthetic
Entertainment

18.  IPL would fit into the quadrant where both active participation
and immersion are high.
 As Pine and Gilmore explain in their article – “Welcome to
the experience economy” that each cue must support the
theme, and none should be inconsistent with it for an
experience to be most desirable,
 IPL has managed to ensure that even the smallest cues receive
attention, thus basing the whole experience on their theme of
enjoying cricket by providing ample positive cues to
reinforce it permanently.

19.  Customers tend to grant special status to conclusions drawn from experience
 Experience also promotes better memory because information is more vivid and concrete.
 Any consumer who watches an IPL match either on TV or on the playing field by paying for the
ticket experiences entertainment that reinforces the outcome he intended in the first place.
 Consumers in post-purchase situations tend to avoid dissonance inducing information.
 The human behavior is to rationalize the money or time spent by justifying it as worthwhile – be it
the money spent on the cricket field or hours spent in front of the TV set.
 Hence consumers consciously avoid situations in which they might potentially receive negative
feedback bout IPL and instead surround themselves with people who “confirm a good buy” by
lavishing praise on the concept

20. LADDERING
“Laddering is a method of interviewing,
It is techniques that it helpful in eliciting the
goal’s and understanding the underlying
values behind the reason of purchase
of product or service”
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21. WHY USE LADDERING?
 Laddering is a technique that is particularly helpful in eliciting goals and underlying values, and
therefore, possibly helpful during early stages of user experience research .
 User experience Laddering helps researchers and designers understand how concrete product
attributes benefit personal values for end users.
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22. Laddering

23. CONCLUSION