1. Chennai Super Kings
Great Lakes Institute of Management
Team Name : the3musketeers
Team Members:
Sushant Midha 9176610426
Tushar Arora 9176633879
Vikram Choudhary 9381766572
Vikram.01.8@gmail.com
4EB1B55CC49483.34625819
“A great brand is one that drives choice, builds loyalty and allows the
brand to demand a price premium”

2. Roadmap to increase CSK Brand
Valuations
This increased
Leverage upon brand value can
this recognition be used to create
to convert further new assets
To increase brand e.g. foraying and
them into
recognition by investing into
profits
involving fans in its emerging cricket
Leverage upon promotional
this nations
activities
performance to
increase
Consistent revenue
performance through ticket
by Chennai sales and
Super Kings. sponsorships

3. TICKET SALES
LEVERAGING EXISTING ASSETS
FAN CLUB
MERCHANDISE
COMICS
MEDIA TIE-UPS
WHISTLE PODU
WEBSITE
SOCIAL MEDIA
MASCOT

4. More Ticket Collecting Centers
T
I
C More Schemes
K
E
T “One Ticket for Full Fun”
S
A Tie-Ups to Increase Occupancy
L
E
Additional Seating Capacity
S

5. TICKET SALES
FAN CLUB LEVERAGING EXISTING ASSETS
MERCHANDISE
COMICS
MEDIA TIE-UPS
WHISTLE PODU
WEBSITE
SOCIAL MEDIA
MASCOT

6. Discount Coupons from
F Sponsors
A
N
Exhibition “CSK Team v/s CSK
Fans” matches
C
L
U Fan Charter
B
Fan Certificate

7. TICKET SALES
FAN CLUB
MERCHANDISE LEVERAGING EXISTING ASSETS
COMICS
MEDIA TIE-UPS
WHISTLE PODU
WEBSITE
SOCIAL MEDIA
MASCOT

8. “Fan Oath” to help Counterfeit Fake
M Merchandise
E
R Tap Rural Market
C
H
A More variety of Merchandise
N
D
I Personalized Merchandize
S
E
Target International Market

9. TICKET SALES
FAN CLUB
MERCHANDISE
COMICS LEVERAGING EXISTING ASSETS
MEDIA TIE-UPS
WHISTLE PODU
WEBSITE
SOCIAL MEDIA
MASCOT

10. Available on Social Media
C
O
Also Available as Comic Strips
M
I
C Encouraging Participation from
S Fans
Increasing Accessibility
through Print Media

11. TICKET SALES
FAN CLUB
MERCHANDISE
COMICS
MEDIA TIE-UPS LEVERAGING EXISTING ASSETS
WHISTLE PODU
WEBSITE
SOCIAL MEDIA
MASCOT

12. M
E
D CSK TV
I
A
T Collaboration with Print Media
with extensive National Coverage
I
E
U Big-FM/Radio-Mirchi
P
S

13. TICKET SALES
FAN CLUB
MERCHANDISE
COMICS
MEDIA TIE-UPS
WHISTLE PODU LEVERAGING EXISTING ASSETS
WEBSITE
SOCIAL MEDIA
MASCOT

14. W
H
I
S
T Sponsor’s Product
L Placement
E
P Online Contest
O
D
U

15. TICKET SALES
FAN CLUB
MERCHANDISE
COMICS
MEDIA TIE-UPS
WHISTLE PODU
WEBSITE LEVERAGING EXISTING ASSETS
SOCIAL MEDIA
MASCOT

16. Scoreboard/Commentary
W
E
B Gaming App
S
I
T News Coverage of Other Cricket
E Events
CSR initiatives

17. TICKET SALES
FAN CLUB
MERCHANDISE
COMICS
MEDIA TIE-UPS
WHISTLE PODU
WEBSITE
SOCIAL MEDIA LEVERAGING EXISTING ASSETS
MASCOT

18. S
O “Sign for CSK”
C
I “Spread the word”
A
L
Promotional Events
M
E Twitter Verification
D
I
A News and Announcements

19. TICKET SALES
FAN CLUB
MERCHANDISE
COMICS
MEDIA TIE-UPS
WHISTLE PODU
WEBSITE
SOCIAL MEDIA
MASCOT LEVERAGING EXISTING ASSETS

20. Attract Licensing of Mascot
M Sponsor’s Advertising on Mascot
A
S Events, Inaugural Ceremonies and
C Mall Promotions
O
T Product Launches and Parties
International Presence

21. EMERGING CRICKET
NATIONS
CREATING NEW BRAND ASSETS
CSK TV
CSK MOBILE APP
CSK CREDIT
CARDS
MOBILE VAN
BIKER’S GANG
THEME CAFES
COFFEE TABLE
BOOK
CSR

22. E
M
E
R Foray into emerging cricketing nations
G like Ireland, Netherland, Canada, etc.
I
N
G Promoting Cricket initiatives.
C
R
I Investing in infrastructure and
C nurturing talent.
K
E
T Access to raw talent and global
recognition.
N
A
T
I More exposure for sponsors.
O
N
S

23. EMERGING CRICKET
NATIONS
CSK TV CREATING NEW BRAND ASSETS
CSK MOBILE APP
CSK CREDIT
CARDS
MOBILE VAN
BIKER’S GANG
THEME CAFES
COFFEE TABLE
BOOK
CSR

24. C
S
K
Collaboration with a DTH Service
T provider.
V
Telecasting CSK practice sessions,
C local matches, cricket tutorials etc.
H
A
N Revenue Generation through
Advertisements.
N
E
L

25. EMERGING CRICKET
NATIONS
CSK TV
CSK MOBILE APP CREATING NEW BRAND ASSETS
CSK CREDIT
CARDS
MOBILE VAN
BIKER’S GANG
THEME CAFES
COFFEE TABLE
BOOK
CSR

26. C
S
K
Built in Apps across all
M platforms
O
B
I Mobile games
L
E
Apps for News, scoreboards,
A teams, commentary, etc.
P
P

27. EMERGING CRICKET
NATIONS
CSK TV
CSK MOBILE APP
CSK CREDIT
CARDS CREATING NEW BRAND ASSETS
MOBILE VAN
BIKER’S GANG
THEME CAFES
COFFEE TABLE
BOOK
CSR

28. C
S
K
Collaborate with a bank
C
R
E Special discounts
D
I
T More customers for the
bank
C
A Engage with fans more
R extensively
D
S

29. EMERGING CRICKET
NATIONS
CSK TV
CSK MOBILE APP
CSK CREDIT
CARDS
MOBILE VAN CREATING NEW BRAND ASSETS
BIKER’S GANG
THEME CAFES
COFFEE TABLE
BOOK
CSR

30. M Collaborate with a FMCG
player
O
B
I Mobile vans carrying big TVs
in rural areas
L
E
Tap huge potential in rural
areas
V
A
Vans as advertisement space
N for Sponsors

31. EMERGING CRICKET
NATIONS
CSK TV
CSK MOBILE APP
CSK CREDIT
CARDS
MOBILE VAN
BIKER’S GANG CREATING NEW BRAND ASSETS
THEME CAFES
COFFEE TABLE
BOOK
CSR

32. B Pan India Biking trips
I
K
E Red Bull
R
‘S
Extensive coverage through
G Social Media
A
N Promote as Reality TV show
G on CSK TV

33. EMERGING CRICKET
NATIONS
CSK TV
CSK MOBILE APP
CSK CREDIT
CARDS
MOBILE VAN
BIKER’S GANG
THEME CAFES CREATING NEW BRAND ASSETS
COFFEE TABLE
BOOK
CSR

34. T
Cafes promoting CSK theme
H
E
M
Outsource entire operations
E
C
Revenue on Sharing Basis
A
F
E
Visibility throughout the year
S

35. EMERGING CRICKET
NATIONS
CSK TV
CSK MOBILE APP
CSK CREDIT
CARDS
MOBILE VAN
BIKER’S GANG
THEME CAFES
COFFEE TABLE
BOOK CREATING NEW BRAND ASSETS
CSR

36. C
O
F
F
E
E
CSK journey
T
A
B
L Relationship with ALL its
E
stakeholders
B
O
O
K

37. EMERGING CRICKET
NATIONS
CSK TV
CSK MOBILE APP
CSK CREDIT
CARDS
MOBILE VAN
BIKER’S GANG
THEME CAFES
COFFEE TABLE
BOOK
CSR CREATING NEW BRAND ASSETS

38. C
S
R
I Support a Cause
N
I
T
NGO tie-ups
I
A
T
I Green Initiative
V
E
S

39. Emerging Leverage
Cricket Rural
Nations Ticket Sales Market
Sponsorships
Media Rights
and Licensing
CSK
“CSK “
$ 55.37
The Global
million
Brand
Fan
Theme
Inclusive
Cafes Activities
Merchandise Fan Clubs
Source – Brand Financial Report 2011