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Chennai Super Kings
The document proposes several business opportunities for expanding the Chennai Super Kings brand into related industries. It discusses opening Super Kings cafes across India and abroad, developing a franchise-based gym and fitness business, creating a multiplayer cricket video game and e-sports tournament in partnership with EA Sports, producing limited edition cricket equipment in partnership with Puma, and organizing youth cricket tournaments in Chennai to promote the brand. The opportunities are aimed at leveraging the Super Kings fan base and brand recognition to diversify revenue streams beyond the IPL.
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Chennai Super Kings
- 2. INTRODUCTION SUPERKINGS CAFE CSK Gymand Fitness Centre GAMING – Go Virtual Professional Merchandising and Tournament CONTENT
- 3. CHENNAISUPERKINGS USP Has been themost successful IPL team since its inception Brand personality Has been the most successful IPL team since its inception What it stands for ? • Fire in the belly • Honour • Self-esteem • Team spirit & sportsmanship • Unwavering focus on the sport • Quality-laden , providing adequate value for money Brand values: • Fire in the belly • Honour • Self-esteem • Team spirit & sportsmanship • Unwavering focus on the sport Innovation • Mongoose bat • “Whistle Phodu” and “Raise your Hands” jingle Now, a sports plus entertainment brand
- 4. SUPERKINGSCAFÉ Start the cafes with Chennai: in different areas Expand footprint to other south- Indian cities like Bangalore, Hyderabad Achieve a pan-India presence Go overseas to the following countries : Australia, United Kingdom, Dubai : with sizeable Indian community • Our strategy is based on serving our niche markets well. The sports enthusiast, the business entertainer and traveller, the local night crowd, as well as families dining out all can enjoy the SuperKings experience • The concentration will be on maintaining quality and establishing a strong identity in each local market. The identity becomes the source of "critical mass" upon which expansion efforts are based. Way ahead Our proposition • Market sizing etc ? • Exact roadmap of cities to be included and a timeline? • Revenue-etc if possible
- 5. Revenue opportunities: Special Previews: •Special preview events across SuperKings pubs before and during IPL • Generates buzz and euphoria during the IPL begins • Will transform our properties into prime hotspots during the IPL times • Will help cafes gain enough traction to sustain activities and profitable business throughout the year Merchandise sale: • Exclusive autographed merchandise to be kept at these venues for sales • The sales to be further boosted at these pubs by the visit of the cricketers in exclusive events • Many of the prizes of the contests during IPL to be awarded here at the pub Karaoke nights: • To be organized every week. • One of the star attractions of the pub : Will be differentially priced • Will convert the pubs into hubs of weekday party and masti-time with aim of drawing enough crowd to sustain healthy weekday operations • At times, paid advertorials to be printed with pics of these parties onto Chennai Times and other supplements SUPERKINGSCAFÉ
- 6. Other attractions: • Ladiesnight , club night, retro night, Sunday brunches to be organized when major sporting events are not taking place Offer Deals Through Group Buying Platforms: • One of the best ways to reach a necessary number of people • Specially during the “off-sports season” • Will involve WoM publicity • Will help attract non-sports inclined crowd • Good time for corporate people to spend their afternoons during/after office or for corporate lunches with a tinge of wine and delicacies SUPERKINGSCAFÉ
- 7. CSKGYMANDFITNESSCENTRE The metros wouldhave company owned Gym and fitness centres A franchise model will be developed to penetrate into Tier 2 and Tier 3 cities CSK needs to set up a company owned state of art gym and fitness centre at Chennai Market Size of wellness Industry: Rs. 100,000 Crore The growing health and fitness industry has attracted a large number of domestic entrants and international players Indian fitness and slimming industry constitutes about 8 per cent of the wellness market Brand Investment Area Breakeven RoI Franchise Centres Gold’s Gym Rs 150-350 lakh 5000- 15000 sq ft 1st year 25 % 67 YFC Rs 75 lakh 2000 sq ft 1 year - - Burn Gym Rs 100-150 lakh 4000- 5000 sq ft 30-36 months 30 % 3 Snap Fitness Rs 1- 1.5 crore 3000- 5000 sq ft 6 months - 40+ in India CSK Fitness Centre Rs. 100 – 150 lakh 4000 – 5000 sq. ft.
- 8. GAMING–GOVIRTUAL A tie upwith EA Sports to build a multiplayer cricket game The game would be a PC game and would be further develop into a console game after seeing the response An Online gaming tournament would be organised for everyone People would be able to play from their homes The source of funds for the Tournament would be money from the registrations and sponsorships Semi-final and Final would be staged at a location in Chennai and handsome prizes would be doled out to the winners This can be a big revenue driver for the franchise as online games like Dota are raking millions of dollars in online gaming Currently there is a vacuum with no online cricket gaming tournaments People have a huge appetite for gaming even in cricket which can be seen from the enthusiastic participations in Fantasy league games during the IPL and other cricket tournaments
- 9. PROFESSIONALMERCHANDISE +TOURNAMENT Cricket Bat: Develop acricket bat with Puma. The bat would be aimed for young professionals, 18-23 years of age, just before they enter the international stage The price of the bat would be in the range Rs3500 – Rs5000 This range is dominated by SS and SG bats and Puma will get a strong foothold in this category. Budding cricketers would be interested in the bat because of the Chennai Superkings Brand Name associated with the bat CSK would have to define the quality of the product to remain relevant Cricket Shoes: Develop a limited edition cricket shoes with Puma. The shoes would again be aimed for young professionals, 18-23 years of age, just before they enter the international stage The price of the shoes would be in the range Rs2500 – Rs3500 This range is dominated by Nivia Shoes and Puma will get a strong foothold in this category. Budding cricketers would be interested in the shoes because of the Chennai Superkings Brand Name associated with the shoes CSK would have to define the quality of the product to remain relevant Tournament: Before the IPL Launch, a Chennai level cricket tournament would be hosted for the interested teams by CSK The winner will get an opportunity to play a practice match with the CSK team The event will be kick started 2 months before the IPL season opener to create the buzz Parameters Value Ground Rates 5000per day Match Officials 5000per day Other Cost 10000per day Administration Cost 20000per day Total Expenditure 280000 Promotion 100000 Unaccounted Cost 250000 Sponsorships 1000000 Entry Fee for Participating Teams 500000 Bottomline 870000 Teams Expected 50 Entry Fee 10000 8 match per day 14 days (10-10 Over)
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