No of slides: 10 Maximum Brief about the product Mapping to the 7 p's Current stage of the product life-cycle Market strategies for the product

2. Product Name : -
Presented By : - Manish Tiwari
Roll no. : - 16106A1051

3. BRIEF ABOUT THE PODUCT : -
o The Indian Premier League (IPL) is a professional Twenty20
cricket league in India contested during April and May of every
year by franchise teams representing Indian cities.
o The league was founded by the Board of Control for Control in
India (BCCI) in 2007
o The IPL is the most-attended cricket league in the world and ranks sixth
among all sports leagues
o The IPL became the first sporting event in the world to be broadcast live
on YouTube. The brand value of IPL was estimated to be US$6.3 billion
in 2016 by American Appraisal

4. Mapping of 7ps : -
1. Product
• IPL stands for Indian Premier League.
• In early 2008, the BCCI announced the launch of the IPL, and held its 1st tournament
• A perfect blend of cricket & entertainment. Providing a stage for many youngsters to show their
performance & profitable too to Advertisers and broadcasting channels.
2. Price
• The IPL is predicted to bring the BCCI income of approximately US$ 1.6 billion, over a period of
five to ten years.
• 40% of which will go to IPL itself, 54% to franchisees and 6% as prize money.
• The money will be distributed in these proportions until 2017, after which the share of IPL will
be 50%, franchisees 45% and prize money 5%.

5. 3. Place
• 1ST season of the IPL commenced on 18 April 2008 in
India, and ended on 1 June 2008 with the victory of the
Rajasthan Royals against Chennai Super Kings in the
final at the DY Patil Stadium, Navi Mumbai.
• Ten venues were selected to host the 2017 matches.
Bangalore, Delhi, Hyderabad, Indore, Kanpur, Kolkata,
Mohali, Mumbai, Pune, Rajkot.
4. Promotion
• Convention of Bollywood and cricket resulted entertaining to see one’s favorite cricketer as
well the Bollywood star on the same platform.
• Super stars like Shah Rukh, Preity Zinta, Akshay kumar, Katrina, Hrithik Roshan had been a
source provided a lot of glam to IPL promotion.
• To attract the cricket fans, even team-owners have started selling tickets personally.

6. 5.People
• IPL is mostly targeted for the younger generation youth.
• Helps them to enjoy every aspect of the game.
• Game that brings different players of different countries
at one platform.
• Audiences are also attracted to see their favorite celebrity
cheering for the team.
6. Process
• IPL biggest event of the year requires a month of preparation
• Organizing the respective 8 teams
• Marketing the IPL as it has to reach the wide range of audience
• Arrangement of stadium where this event is going to be held
• Execution of the Event.

7. Physical Evidence : -
Fun, Music, Entertainment & sports, where can you find that, answer for that is
INDIAN PREMIER LEAGUE. People wait for this season as they get everything in a
joyful bundle. IPL is also the biggest platform for advertising and promoting different
product or brands which is clearly viewable during the event.

8. MARKETING STRATEGIES
OF IPL
The IPL has followed an array of marketing and branding
strategies in order to popularize the franchise. Some of
these strategy are
• Creating online traffic through blog published by IPL
franchise owner and Bollywood megastar Shahrukh
Khan.
• Hiring international cheerleaders.
• Television, radio, print and outdoor advertisements like
the “Cricket ka Karmayudh”, the creators have
managed to generate more hype and a loyal fan base.

9. • Sponsorship from some of the world’s most
popular brands such as Nokia, Tag Heuer, The
Telegraph and Belmonte managed to create an
advertising .
• Auctioning the players participating in the
tournament of IPL.
• The gala of the opening ceremony is encountered
with a Live Concert.
• The marketing strategies and strong branding
initiatives have helped the tournament attain an
overall brand value of USD 6.3 billion in 2015

11. Decline Stage
Reasons: -
• Match Fixing
• Pre decided winning team
• Lot of new/unknown players.
• T20 overdose
• As said by Jackie Chan in The Karate Kid : "Wu Ji
Bi Fun"
Meaning : when things reach an extreme, they can
only move in the opposite direction
Product Life Cycle

12. THANK YOU