The document discusses plans to launch an NBA league in India through partnerships between IMG Reliance, the NBA, and Mahindra Group. It will begin as a community-based recreational league in several cities for boys and girls ages 14 and up. The presentation then analyzes how the NBA brand could be established in India using the CBBE model, covering areas like brand salience, performance, imagery, judgments, feelings, and resonance.

1. CBBE Model of NBA India
Presented by:
Maulee Desai
Utsav Thakkar
Ashal Vyas
Kevin Kovadia
“Join the saffron league”
“Tall Dark and Handsome”

2. INTRODUCTION
• Men’s professional basketball league in North America
• Founded in 1946 in USA
• Inaugural season : 1946-47
• Number of teams: 30
• Official website: www.nba.com

3. • Basketball started in 1930
• First Indian National Championship : New Delhi, 1934
• Formation of BFI: 1950
• Number of championships at different levels
• Master Prithvinath Memorial, Don Bosco Invitational
Tournament, Ramu Memorial Tournament
BASKETBALL IN INDIA

4. IMG Reliance joint venture
• In India, IMG has formed a joint venture with Reliance
Industries, India’s largest company, to develop and own
sports, fashion and entertainment properties.
•
The 30 year deal sees IMG Reliance take control of the game
launching a league, controlling merchandise, developing infrastructure
and other commercial aspects in this new development.

5. • The National Basketball Association (NBA) and the Mahindra Group,
announced a partnership to launch a new multi-city community-based
recreational basketball league.
• The new league for boys and girls ages 14 and up will tip off in
Bangalore, Ludhiana and Mumbai, in collaboration with the
Basketball Federation of India (BFI).
•
At the moment the NBA are not involved with the joint venture, but
IMG is willing to work with the NBA who already run recreational
leagues in India with another leading Indian business, the Mahindra
Group.
NBA and Mahindra Group

6. CBBE MODEL- NBA INDIA

7. • Sports Industry
• Professional Basketball League
BRAND SALIENCE- NBA INDIA
 Category Identification
 Needs satisfied

8. BRAND PERFORMANCE- NBA INDIA
• Premier men’s basketball league in world
• Mahindra NBA Challenge in India
• Working on grass root levels to promote game
• 100 basketball courts in five years
• Connecting Indian basketball with mainstream
• Promoting India as sporting nation
• Professional opportunity to Indian Players
 Primary Characteristics
 Secondary Features
 Reliability
 Service effectiveness
 Empathy
 Style and Design
 Price

9. • Sale of NBA Merchandise in India
• Tie-up with Adidas
• 200 NBA shops
• Visits of NBA stars : Nearly 15 NBA stars have visited India
• Arena Tickets
• Sports Enthusiastic
• Basketball Enthusiastic
• Best paid athletes , by average annual salary per year
BRAND IMAGERY- NBA INDIA
 User Profile
 Purchase & user situation
 Personality & Values
 History, Heritage &
experience

10. • Spread over the world
• 85% of players are non USA players
• Professional level basketball
• International standard arenas
• Thrilling matches
• One of the largest basketball association
BRAND JUDGEMENTS- NBA INDIA
 Quality
 Credibility
 Considerations
 Superiority

11. • Fun
• Exciting
• Competitive
BRAND FEELINGS- NBA INDIA
 Excitement
 Social Approval
 Warmth
 Fun

12. • Club Loyalty
• Club Merchandise
• Following successful players on facebook, twitter
BRAND RESONANCE- NBA INDIA
 Loyalty
 Attachment
 Community
 Engagement