FIELD STUDY REPORT

On

“Marketing and Promotional Strategies of IPL”

Towards partial fulfillment of

Bachelor of Business Administration (BBA)

School of Management, Babu Banarasi Das University, Lucknow

Guided By: Submitted by:

Dr. Afeefa Fatima Karan Yadav
(Assistant Professor) Roll No. 1210671234
BBA 3rd Semester

Session 2022-2023

School of Management

Babu Banarasi Das University

Lucknow
 DECLARATION

I hereby declare that the field work entitled of “Marketing and Promotional

Strategies of IPL” submitted to the Babu Banarasi Das University, Lucknow is a

record of an original work done by me under the guidance of Dr. Afeefa Fatima

(Assistant Professor) (SOM BBDU, Lucknow) and this field study report is

submitted in the partial fulfillment of Bachelor in Business Administration.

KARAN YADAV
 ACKNOWLEDGEMENT

In order to accomplish a task, facts, situations and persons integrate together to form a

background. “Greatness lies in being grateful and not in being great.” This

research report is a result of contribution of distinct personalities whose guidance here

made my effort a producing one, as “no task is a single man’s effort”.

The experience which is gained by me during this project is essential for me at this turning

point of my career. I am thankful to my faculty guides Dr. Afeefa Fatima

(Assistant Professor) for kind support and supervision under whose kind &

constant guidance I had the opportunity to expand my horizons and view the various

problems from different prospective. I am also thanking her for sparing her valuable

time to listen my problems and difficulties faced by me during the completion of this

project report.

KARAN YADAV
 PREFACE
Field Study Report is an important part of the Management studies. It bears immense

important in the field of Business Management. It offers the student to explore the

valuable treasure of experience and an exposure to real work culture followed by the

industries and thereby helping the students to bridge gap between the theories

explained in the book and their practical implementations.

Research plays an important role in future building of an individual so that we can

understand the real world in which he has to work in future. The theories greatly

enhance our knowledge and provide opportunities to blend theoretical with the

practical knowledge where researcher gets familiar with certain aspect of research. I

feel proud to get myself to do research at topic “Marketing and Promotional

Strategies of IPL”.

KARAN YADAV
 TABLE OF CONTENT

 Declaration

 Acknowledgement

 Preface

Sr. no. Topic Page no.

1. Introduction 1

2. Company profile 8

3. Objective of the study 16

4. Research methodology 17

5. Limitations 19

6. Data analysis and interpretations 20

7. Findings 30

8. Recommendation & suggestions 32

9. Conclusions 33

Bibliography

Annexure
 INTRODUCTION
MARKETING STRATEGY

Marketing strategy is a process that can allow an organization to concentrate its

limited resources on the greatest opportunities to increase sales and achieve a

sustainable competitive advantage. A marketing strategy should be centered on the

key concept that customer satisfaction is the main goal. Marketing strategy is a

method of focusing an organization's energies and resources on a course of action

which can lead to increased sales and dominance of a targeted market niche. A

marketing strategy combines product development, promotion, distribution, pricing,

relationship management and other elements; identifies the firm's marketing goals,

and explains how they will be achieved, ideally within a stated timeframe. Marketing

strategy determines the choice of target market segments, positioning, marketing mix,

and allocation of resources.

"Marketing" is an instructive business domain that serves to inform and educate target

markets about the value and competitive advantage of a company and its products.

“Value” is worth derived by the customer from owning and using the product.

“Competitive Advantage” is a depiction that the company or its products are each

doing something better than their competition in a way that could benefit the

customer. Marketing is focused on the task of conveying pertinent company and

product related information to specific customers, and there are a multitude of

decisions (strategies) to be made within the marketing domain regarding what

information to deliver, how much information to deliver, to whom to deliver, how to

deliver, when to deliver, and where to deliver. Once the decisions are made, there are

numerous ways (tactics) and processes that could be employed in support of the

selected strategies. As Marketing is often misinterpreted as just advertising or sales,

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 Chris Newton, in What is marketing? (Marketing Help Online, 2008), defined

marketing as every strategy and decision made in the following twelve areas:

 Identifying and quantifying the need in the marketplace

 Identifying and quantifying the target markets

 Identifying the optimum cost effective media – online and offline - to reach the target

markets

 Reviewing the priorities of the product offering in your overall product mix ‘matrix’

 Identifying and developing the most effective distribution channels, be they

wholesaler networks, partnering alliances, franchising, or any number of conduits to

the market.

 Testing different ways of packaging the concepts or products to find their most 'easy-

to-sell' form

 Testing to find the optimum pricing strategies

 Developing effective promotional strategies and effective advertising and supporting

collateral, offers, and launch strategies

 Developing and documenting the sales process

 Finding the optimum execution of the sales process – through testing of selling

scripts, people selection, supporting collateral, skills and attitudinal training, tracking,

measuring and refining

 Ensuring that sales projections reflect realistic production capacities

 Developing nurture programs to optimise the lifetime value of the customer

The goal of marketing is to build and maintain a preference for a company and its

products within the target markets. The goal of any business is to build mutually

profitable and sustainable relationships with its customers. While all business

domains are responsible for accomplishing this goal, the marketing domain bears a

2
significant share of the responsibility. Within the larger scope of its definition,

marketing is performed through the actions of three coordinated disciplines named:

“Product Marketing”, “Corporate Marketing”, and “Marketing Communications

Sales promotion

Sales promotion is one of the five aspects of the promotional mix. (The other 4 parts

of the promotional mix are advertising, personal selling, direct marketing and

publicity/public relations.) Media and non-media marketing communication are

employed for a pre-determined, limited time to increase consumer demand, stimulate

market demand or improve product availability. Examples include contests, coupons,

freebies, loss leaders, point of purchase displays, premiums, prizes, product samples,

and rebates.

Sales promotions can be directed at either the customer, sales staff, or distribution

channel members (such as retailers). Sales promotions targeted at the consumer are

called consumer sales promotions. Sales promotions targeted at retailers and

wholesale are called trade sales promotions. Some sale promotions, particularly ones

with unusual methods, are considered gimmicks by many.

Sales promotion includes several communications activities that attempt to provide

added value or incentives to consumers, wholesalers, retailers, or other organizational

customers to stimulate immediate sales. These efforts can attempt to stimulate product

interest, trial, or purchase. Examples of devices used in sales promotion include

coupons, samples, premiums, point-of-purchase (POP) displays, contests, rebates, and

sweepstakes.

Sales promotion is implemented to attract new customers, to hold present customers,

to counteract competition, and to take advantage of opportunities that are revealed by

market research. It is made up of activities, both outside and inside activities, to

3
enhance company sales. Outside sales promotion activities include advertising,

publicity, public relations activities, and special sales events. Inside sales promotion

activities include window displays, product and promotional material display and

promotional programs such as premium awards and contests.

Sale promotions often come in the form of discounts. Discounts impact the way

consumers think and behave when shopping. The type of savings and its location can

affect the way consumers view a product and affect their purchase decision. The two

most common discounts are price discounts (“on sale items”) and bonus packs (“bulk

items”). Price discounts are the reduction of an original sale by a certain percentage

while bonus packs are deals in which the consumer receives more for the original

price. Many companies present different forms of discounts in advertisements, hoping

to convince consumers to buy their products.

4
Marketing Mix IPL

IPL – The Indian premier league has taken the cricketing world by storm. It has also

got its marketing mix spot on. Read on to discover the perfection in the marketing mix

of Indian Premier League.

Product in the Marketing mix of IPL

IPL stands for Indian Premier League. It is a Twenty20 tournament started by BCCI.

It is the brainchild of Lalit Modi. It started in the year 2008 and comprises the players

from all over the world. A perfect blend of cricket & entertainment. It’s providing a

stage for many youngsters to show their performance & profitable too to Advertisers

and broadcasting channels.

Price in the Marketing mix of IPL

As far as the IPL pricing structure is concern, The IPL is predicted to bring the BCCI

income of approximately US$ 1.6 billion, over a period of five to ten years. All of

these revenues are directed to a central pool, 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%. The IPL signed up Kingfisher Airlines as the official umpire partner

for the series in an Rs.106 Crore’s (1.06 billion) deal. This deal sees the Kingfisher

Airlines brand on all umpires’ uniforms & also on the giant screens during third

umpire decisions. Sony Entertainment Television signed a new contract with BCCI

with Sony Entertainment Television paying a staggering Rs.8700 Crore’s (87 billion)

for 10 years.

5
Place in the Marketing mix of IPL

The first season of the Indian Premier League 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.

As the second season of the IPL coincided with multi-phase 2009 Indian general

elections, the Indian Central Government refused to provide the Indian paramilitary

forces to provide security, saying the forces would be stretched too thinly if they were

to safeguard both the IPL and the elections. As a result, the BCCI decided to host the

second season of the league outside India. All 59 matches of the second season,

abbreviated as IPL 2, took place in South Africa. Ironically, South Africa were also

scheduled to have elections doing the IPL, however, the South African government

provided adequate security for both the South African General Elections and the IPL.

Promotion in the Marketing mix of IPL

When Bollywood and cricket met, the result was IPL and it was truly entertaining to

see one’s favorite cricketer as well the Bollywood star on the same platform. IPL was

no doubt an entertaining one. Super stars like Shah Rukh, Preity, Akshay, Katrina,

Hrithik had been a source which provided a lot of glam to IPL promotion.

6
To attract the cricket fans, even team-owners have started selling tickets personally.

Preity Zinta, the co-owner of Kings XI Punjab and Australian pace man Brett Lee

sold the tickets along with their autographs.

People in the Marketing mix of IPL

Indian Premier League is mostly targeted for the younger generation youth. As the

generations are very busy with their day to day work with IPL they get entertainment

along with cricket which helps them to enjoy every aspect of the game. People are

very excited towards IPL as this is only one game that brings different players of

different countries at one platform, for which they tend to get attracted to see their

favorite player perform. Some of the audiences are also attracted to see their

favorite celebrity cheering for the team.

Process in the Marketing mix of IPL

Indian Premier League as a whole is the biggest event of the year for which months of

preparation are to be done. For instance organizing the respective 8 teams who are

performing for the event and the most important of all is marketing the IPL as it has to

reach the wide range of audience globally. An arrangement of stadium where this

event is going to be held is also finalized well before. Finally and most important of

all is execution of the Event.

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.

7
 COMPANY PROFILE

The Indian Premier League (IPL) is a professional Twenty20 cricket league, contested

by ten teams based out of ten Indian cities. The league was founded by the Board of

Control for Cricket in India (BCCI) in 2007. It is usually held between March and

May of every year and has an exclusive window in the ICC Future Tours Programme.

The IPL is the most-attended cricket league in the world and in 2014 was ranked sixth

by average attendance among all sports leagues. In 2010, the IPL became the first

sporting event in the world to be broadcast live on YouTube. The brand value of the

IPL in 2019 was ₹47,500 crore (US$6.3 billion), according to Duff & Phelps.

According to BCCI, the 2015 IPL season contributed ₹1,150 crore (US$150 million)

to the GDP of the Indian economy. The 2020 IPL season set a massive viewership

record with 31.57 million average impressions and with an overall consumption

increase of 23 per cent from the 2019 season.

There have been fourteen seasons of the IPL tournament. The current IPL title holders

are the Chennai Super Kings, winning the 2021 season. The venue for the 2020

season was moved due to the COVID-19 pandemic and games were played in the

United Arab Emirates.

IPL as a product:

If we see IPL as a product then the market situation of IPL can be discussed under the

following heading:-

BCG Matrix - Boston Consultancy Group (BCG) developed a matrix named,

Business Portfolio Matrix. It was a simplified version of the matrix which shows the

linkages between the growth rate of the business and the relative competitive nature

8
of the firm, identified by the market share. This matrix is used on product-by-product

basis, which helps a organization to evaluate the position of the product in the market.

In BCG matrix, there are four quadrants- question mark, star, cash cow and dog.

When a product is first launched, it’s market share as well as the growth rate is low

and therefore it is called a “question mark” product. After a certain period of time, if

the product becomes huge hit in the market, then both its market share as well as its

growth rate becomes high. At that stage it is called a “star” product. However a time

comes when the product’s market gets saturated and at that point of time though its

market share is high, its growth rate is low. Such a product is called a “cash cow”

product. Then when the product reaches a stage where both its market share as well as

growth rate is low, it is called a “dog” product. Now, the product should be disposed

of.

Now if we consider IPL as a product and evaluate its position through

BCG matrix, we can say that at present it is a “star” product. When IPL was about to

be launched people were not too convinced regarding its success. Though the 20-20

format was popular among people in India, especially after the national team won the

T-20 world cup in 2007, they were more habituated of watching their national team

play, rather than any team which has players from different countries. One more

reason for people’s doubt was that ICL too was not that successful. At that point of

time IPL was a “question mark” product. However, within its first season itself, IPL

gained a lot of popularity and became a huge hit. Its demand in the market became

very high and it took no time to capture the market. Now the situation is such that

every big name has associated or wants to associate with IPL. Therefore, we can say

that at present, IPL is a “star” product.

9
Marketing Strategy of IPL:

Last year we did see the birth and rise of one of the greatest marketing phenomenon in

sports marketing in India, yes of course it is IPL’2008. More than cricket, it was this

whole business and marketing angle to it which made it so popular. Cricket

combined with entertainment and that too Bollywood, what more do you need to

create pull in Indian market? After all cricket and Bollywood are like two

religions in India. As expected this combination of cricket and entertainment did

create a huge roar in the market esp. from business and brand point of view. The

marketing honchos of the IPL have each spent already Rs.80-100 million in

promoting their teams by designing team logos, tuning theme song and picking the

right brand ambassador.

With millions already spent and more likely to be shelled out over the next couple of

months, the IPL is an unparalleled gravy train.

10
Business model of IPL

The IPL exists under the system of franchise. The franchisees can own 8 teams in the

brawl. The franchisees can also run the teams in their own style and make their own

sponsors name the team according to their choices. They will be free to list their

teams on the stock exchange. The Board of Control for Cricket in India has already

signed up 100 International players and the players are expected to be put for buying

and selling the stocks soon [Allison M, 1982].

The sports industry caters to a niche market segment, hence marketing strategies

applied to it are entirely different from those applied to commercial products/

services. Sports as a product to market is the most difficult and challenging job. Since

the IPL has completely changed the face of world cricket and actually got the business

to be a part of Indian cricket, a detailed research about the effects of IPL on Indiana

cricket and the audience will help uncover the risks attached to it, apart from

highlighting its strengths. This will also help researchers with information and

knowledge about the industry.

Promoting IPL

Some of IPL’s long-term and fruitful strategies are as follows:

Merchandise

Selling merchandise, as mentioned earlier, has been one of the biggest marketing

strategies implemented by the IPL. The tournament tied up with companies like eBay

India, HomeShop18, Twenty Four Seven for selling merchandise such as team

11
jerseys, caps, shirts, key chains, tattoos, car flags, bottle chillers, wrist bands, etc.

Brands like Reebok went a step further by offering discounts on the merchandise.

Online advertising

Online advertising is still an emerging phenomenon in India. One of IPL’s many

marketing strategies included a strategic tie-up with Google for live streaming of IPL

matches through You Tube, a multi-million dollar deal which worked in the benefit of

both the parties. The main sponsors of this deal were HSBC, HP and Royal Challegers

Team, with associate sponsors being Airtel, Coca-Cola and Samsung (Website, TMC

Net).

Screening at cinema halls

IPL also tied up PVR Cinemas, the reigning cinema multiplex group in India, for live

screening of IPL matches at theaters and other public places. The exclusive rights for

this purpose were held by UFO Movies, and the deal was estimated at USD 10 million

(Website, TMC Net)

We asked the viewers about IPL

For this study, we conducted a survey of 100 respondents and adopted the close-ended

questionnaire approach. The sample size is deemed accurate as it eliminates the

chances of bias in the data.

In this research, the target population is viewers of cricket in India. The respondents

are familiar with the Indian Premier League. The data was collected from the

12
respondents by approaching them in popular hang-outs in New Delhi such as malls,

coffee shops and pubs.

Our findings

Promotion: In the survey, it was found that 64% of the respondents say that they

remember watching the IPL advertisements/promotional campaign and 36% of the

respondents say that they did not remember watching the IPL

advertisements/promotional campaigns.

Advantage: 64% of the respondents say that the IPL take the advantage of the

people’s passion for the World Cups in order to increase their awareness/ revenues

and 36% of the respondents say that the IPL does not take the advantage of the

people’s passion for the World Cups in order to increase their awareness/ revenues.

Glamour: In the survey 52% of the respondents say that they first remember the most

attractive megastars and their glamour. 33% of the respondents say that they

remember the wide variety of merchandise. About 8% of the respondents say that they

remember the screening in theaters, malls and pubs and finally 7% of the respondents

say that they remember only the online buzz.

Perception: 35% of the respondents say that the perception of IPL after watching the

promotional campaigns is excellent. 24% of the respondents say that the perception of

IPL after watching the promotional campaigns is very good. 21% of the respondents

say that the perception of IPL after watching the promotional campaigns is good. 11%

of the respondents say that the perception of IPL after watching the promotional

campaigns is satisfactory. 7% of the respondents say that the perception of IPL after

13
watching the promotional campaigns is poor. Finally, 2% of the respondents say that

the perception of IPL after watching the promotional campaigns is very poor.

Merchandise: About 64% of the respondents say that they had bought an IPL

product/merchandise after watching an advertisement that they never watched before

and 36% of the respondents say that they had never bought an IPL

product/merchandise after watching an advertisement that they never watched before.

Performance: We also found that 52% of the respondents say that yes the performance

of IPL had improved better after implementing their marketing strategies. About 33%

of the respondents say that the performance of IPL could have been improved better

after implementing their marketing strategies. 8% of the respondents say that nothing

has changed in the performance of IPL after implementing their marketing strategies.

Finally 7% of the respondents say that the performance of IPL is worse in improving

their marketing strategies.

Communication: 52% of the respondents say that IPL has done a good job with

marketing and advertising by creating ads with an emotional connect. About 33% of

the respondents say that IPL has done a good job with marketing and advertising by

creating ads that are informative. 8% of the respondents say that IPL has done a good

job with marketing and advertising by creating ads that use good brand ambassadors.

Finally 7% of the respondents say that IPL has done a good job with marketing and

advertising by other concepts.

14
SWOT analysis

With substantial investments and mass marketing campaigns, the event has turned

into a multi-million league and continues to spread its fan following. The SWOT

analysis of the IPL can be concluded as under:

Strengths

Strong fan following due to nature of sport.

Brand ambassadors are celebrities who up the glam quotient.

Strong marketing strategies like merchandise.

Substantial investments in marketing strategies lead to innovation.

Weakness

It is losing its mass appeal due to controversies.

No innovation in the sport, although the marketing strategies are changing.

Price of tickets.

Opportunities

The cricket-crazy nation always brings in opportunity for growth.

Merchandising as a marketing strategy could bring in more revenues.

The growing number of teenagers in the country like T-20 concept and celebrities.

Threats

There is threat of a competing T-20 league emerging any time.

Intervention of the government bodies may be a hindrance in its growth.

15
 OBJECTIVES OF THE STUDY

 The objective of my project “ IPL MARKETING AND PROMOTIONAL

STRATEGY” is as follow :-

 To find out how cricket became a successful business.

 To know about various marketing strategies of IPL.

 To study new marketing mix if IPL.

 To know about various post marketing strategies of IPL.

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 RESEARCH METHODOLOGY

The process used to collect information and data for the purpose

of making business decisions.

The methodology may include publication research, interviews, surveys and other

research techniques, and could include both present and historical information. The

research is many types such as descriptive research ,Analytical research,

Fundamental research, Conceptual research , Empirical research.

This research is based on descriptive research to complete this study primary as well

as secondary source of information is used. To study the consumer attitude & brand

preferences of edible oils, primary data is collected by using a detailed structured

questionnaire which was administered to a sampling method. The study has been

carried out in Lucknow city. The secondary data is collected from published thesis,

reputed journals, magazines and related websites. The data so collected is scrutinized,

tabulated, analyzed and finally used for the study purpose.

a) Research design

Descriptive research, also known as statistical research, describes data and

characteristics about the population or phenomenon being studied. Descriptive

research answers the questions who , what , where, when and how.

Although the data description is factual, accurate and systematic, the research cannot

describe what caused a situation. Thus, descriptive research cannot be used to create a

causal relationship, where one variable effects another. In other words, descriptive

research can be said to have a low requirement for internal validity.

17
SAMPLING DESIGN

The following factors have been decided within the scope of sample design:

UNIVERSE OF STUDY: Universe of the study means all the persons who are the

viewer of IPL in Lucknow.

SAMPLE SIZE: A sample of minimum respondents was selected from various areas

of Lucknow. An effort was made to select respondents evenly. The survey was

carried out on 50 respondents.

SAMPLE UNIT: Lucknow.

SAMPLING TECHNIQUE: For the purpose of research convenient sampling

technique was used.

DATA COLLECTION TOOLS: Two methods have been used to collect the

relevant data, which are essential for the study, they are:

Primary Data: data is collected to obtain desired information through structured

questionnaire.

Secondary Data: it is compiled through books, magazines, newspapers and internet

etc…

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 LIMITATIONS

 This study will be limited to only some areas of Lucknow.

 It is only for short period of time.

 Lack of professional approach since researcher is a student

 The sample size is only 50 so the sample may not be truly representative of the

Lucknow population.

 Lack of resources.

 Lack of research experience.

19
 DATA ANALYSIS

Q.1) Which promotional tools are more effective for IPL?

(a) Advertising ( ) (b) Public Selling ( ) (c) direct marketing ( )
(d) Sales promotion ( ) (e) event & experience ( ) Public relation ( )
No. of Respondent % Respondent
Advertising 20 40
Public Selling 7 14
Direct marketing 6 12
Sales promotion 10 20
Event & experience 5 10
Public relation 2 4
Total 50 100

Respondent
Advertising Public Selling Direct marketing
Sales promotion Event & experience Public relation

10% 4%

40%

20%

14%
12%

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Q.2) Do you think discount offer made by the company is beneficial
for you ?
(a) Yes (b) No

No. of Respondent % Respondent

Yes 30 60
No 20 40
Total 50 100

Respondent
Yes No

40%

60%

21
Q.3) Do you think promotion through social networking will be
helpful for IPL?
(a) Yes (b) No

No. of Respondent % Respondent

Yes 35 70
No 15 30
Total 50 100

Respondent
Yes Yes
30%

70%

22
Q.4) Is IPL to be endorsed by celebrity will it affect your decision?
(a) Yes (b) No

No. of Respondent % Respondent

Yes 30 60
No 20 40
Total 50 100

Respondent
Yes No

40%

60%

23
Q.5) Which of the following tools are more effective to promote IPL
according to you?
(a) Advertising ( ) (b) Public relation ( ) (c) Sales promotion ( )

(b) Direct marketing ( ) (e) Blogs ( ) (f) All ( )

No. of Respondent % Respondent

Advertising 20 40
Public relation 5 10
Sales promotion 10 20
Direct marketing 5 10
Blogs 5 10
All 5 10
Total 50 100

Respondent
Advertising Public relation Sales promotion
Direct marketing Blogs All

10% 10%

40%

10%

20% 10%

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Q.6) Do you think IPL should be collaborate with any other brand ?
(a) Yes (b) No

No. of Respondent % Respondent

Yes 40 80
No 10 20
Total 50 100

Respondent
Yes No
20%

80%

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Q.7) How did you come to know about IPL?
(a) Advertising ( ) (b) Internet ( ) (c) Print media ( )
(d) Blogs ( )
No. of Respondent % Respondent
Advertising 25 50
Internet 15 30
Print media 5 10
Blogs 5 10
Total 50 100

Respondent
Advertising Internet Print media Blogs

10% 10%

50%

30%

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Q.8) Will you purchase Ticket if IPL give you good discounts?
(a) Yes (b) No

No. of Respondent % Respondent

Yes 50 40
No 0 60
Total 50 100

Respondent
Yes No

38%

63%

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Q.9) Punch line makes some identification for promotion?
(a) Yes (b) No

No. of Respondent % Respondent

Yes 35 70
No 15 30
Total 50 100

Respondent
Yes No
30%

70%

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Q.10) Which team you like most?
Respondents
Chennai Super Kings 15
Delhi Capitals 5
Kings XI Punjab 6
Kolkata Knight Riders 4
Mumbai Indians 10
Rajasthan Royals 4
Royal Challengers Bangalore 6

Chart Title
Chennai Super Kings Delhi Capitals
Kings XI Punjab Kolkata Knight Riders
Mumbai Indians Rajasthan Royals
Royal Challengers Bangalore

12%
8% 30%

20%
10%
8% 12%

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 FINDINGS

 The IPL is predicted to bring the BCCI income of approximately US$ 1.6

billion, over a period of five to ten years.

 Indian Premier League is mostly targeted for the younger generation youth. As

the generations are very busy with their day to day work with IPL they get

entertainment along with cricket which helps them to enjoy every aspect of the

game.

 Indian Premier League as a whole is the biggest event of the year for which

months of preparation are to be done. For instance organizing the respective 8

teams who are performing for the event and the most important of all is

marketing the IPL as it has to reach the wide range of audience globally. An

arrangement of stadium where this event is going to be held is also finalized

well before. Finally and most important of all is execution of the Event.

 IPL have attracted a lot of investors both within and outside the country, who

by investing in IPL would indirectly invest in the Indian economy.

 The sponsors can earn a lot of revenue out of this event, as it is hugely

successful and if the major players in the market earn huge revenue, the

economy will certainly receive a boost

 IPL has become a brand name in the economy and it has increased the demand

of the Indian market

30
 The various franchises of IPL have listed their shares in BSE and NSE and

they are high in demand. This will help in improving the position of the

sensex.

 IPL has shown the other organization that how through aggressive marketing,

we can tackle such a hard time in the economy, which if they can follow can

help them to come out of this financial crisis.

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 SUGGESTIONS

As we all know that IPL is a successful business today. But too many games makes it

boring. For example ,if Mr Shahrukh Khan is seen in every film then people would

get bored of him.Similarly, IPL management should cut the number of matches being

played on field to make it fresh and entertaining.

32
 CONCLUSION
IPL is the hit product in the market and the brains behind this are showing us How to

sell the product. The product (Cricket) was already existing in the market, it was

popular but IPL has increased the sell also added some value and helping in quality

development of the product. It is basically nothing but selling old product in new

packets with some modifications.

33
 BIBLIOGRAPHY

 Kotler, P (2002),”Marketing Management”, Millennium Edition, Tenth

Edition, Prentice Hall, Inc, A Pearson Education Company, Upper Saddle

River, New Jersey ,pp.

 Hair, Joseph, F., Anderson, Rolph, E. and Tatham Ronald, L.

(1987),Multivariate Data Analysis, New 'fork: MacMillan Publishing

Company.

 Helen Woodniffe (1997), "Financial Sewices Marketing", Services

Marketing,Macmillion, Delhi.

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 QUESTIONNAIRE
Name (Optional)
Age
Gender
Occupation
Company (optional)

Q :Which promotional tools are more effective for IPL?

Advertising () public selling () direct marketing () sales promotion () event &

experience () public relation ()

Q2 : Do you think discount offer made by the company is beneficial for you ?

Yes () No ()

Q3 : Do you think promotion through social networking websites will be helpful for
IPL?

Yes () No ()

Q4 : Is IPL to be endorsed by celebrity will it affect your decision ?

Yes () No ()

Q5: Which of the following tools are more effective to promote IPL according to
you?

Advertising () Public relation () Sales promotion () Direct marketing () Blogs () All ()

Q6 : Do you think IPL should be collaborate with any other brand ?

Yes () No ()

Q7 : How did you come to know about IPL ?

Advertising () Internet () Print media () Blogs ()

Q8 : Will you purchase Ticket if IPL give you good discounts?

35
Yes () No ()

Q9 : Punch line makes some identification for promotion ?

Yes () No ()

Q 10 : Which team you like most ?

Chennai Super Kings

Delhi Capitals
Kings XI Punjab
Kolkata Knight Riders
Mumbai Indians
Rajasthan Royals
Royal Challengers Bangalore

36