Cricketing excellence is not deteriorating..Though shorter version of the game lead the cricketer to improvise on his shot selection but under tremendous pressure he usually come out with creative shots….Example –dil scoop upper cut
Indian Premier League
IPL as a brand : losing its sheen “Far from marking the end of nationalism, the IPL is the ultimate triumph of that principle: a global tournament in which the same nation always wins.” ― Gideon Haigh ELOQUENT
INTRODUCTION• Inaugurated on 18th April 2008• Brainchild of BCCI and sanctioned by ICC• Vision of BCCI• Modeled along the line of club football in Europe• It introduced the Franchise model in cricket• Mr. Rajeev Shukla is league’s present chairman and commissioner• Vision for IPL by Lalit Modi
CURRENT MEASURE OF IPL BRANDVALUE• Brand IPL poorer by 750 million• A study by Brand Finance reveled: • IPL brand valuation down to $2.92 billion from $3.67 billion in 2011 • The combined trademark value of all the franchise also decreased • Down to $ 321.12 million dollar from $355.22 million in 2011. Source: The economic times
THREE PILLARS OF BRAND VALUE Cricketing excellence Corporate governance Marketing strategies
SYMPTOMS OF FALLING BRAND VALUERevenues plunged 25% to Rs. 750 crores from Rs. 1,000 crores during IPL4One third of the ad-spots remained unsold during the 53-day event.MSM sold the spots for Rs. 10 lakh per ten sec against the Rs. 15-18 lakh in 2011.No brand participation by mobile, automobiles and consumer durable companiesOpening six matches saw a TVR of 3.76 during IPL5; compared to 4.63 during IPL4Cumulative viewership has fallen to 90.1 million from 101.77 million during IPL4
REASONS OF FALLING BRANDVALUEAudience reaction 1 User’s fatigue 2 Drag of IPL tournament Changeability 3 of team structure
REASONS OF FALLING BRAND VALUEContd…Mismanagement of the franchise Various scams like Terminal dispute with Deccan suspension of Lalit Chargers, and has problems Modi, spot fixing case with three of the eight etc. remaining teams: Kings XI Punjab, Pune Warriors India and Rajasthan Royals.
Hope At the end of the tunnel…• Pepsi buying the sponsorship of IPL for Rs. 396.8 crores• Branding : Farah Kahn• Many experts feel that the brand value of IPL is going to rise again from IPL6.• Troubled Economy• Let’s wait and watch if IPL can regain its past glory.