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Indian Premier League

The Indian Premier League (IPL) is a professional Twenty20 cricket league established in 2008 by the Board of Control for Cricket in India. It was launched in response to the rival Indian Cricket League. IPL has been hugely successful, attracting hundreds of millions of Indian and international viewers. It generates billions of rupees in revenue and profits annually from broadcasting rights, sponsorships, and ticket sales. The short format and entertainment value of IPL cricket has made it immensely popular in India.

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54 views

Indian Premier League

The Indian Premier League (IPL) is a professional Twenty20 cricket league established in 2008 by the Board of Control for Cricket in India. It was launched in response to the rival Indian Cricket League. IPL has been hugely successful, attracting hundreds of millions of Indian and international viewers. It generates billions of rupees in revenue and profits annually from broadcasting rights, sponsorships, and ticket sales. The short format and entertainment value of IPL cricket has made it immensely popular in India.

Uploaded by

virusmalik
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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Indian Premier League

Indian Premier League


Lalit Modi, the Vice President BCCI envisioned the Indian Premier League.
launched in response to the rebel Indian Cricket League (ICL) launched by
Zee Group.
The DLF Indian Premier League is an amazing occurrence in whole of
cricket history. The Indian Cricket Board approved it a few months back. It
is seen as a very good opportunity as far as the entertainment industry is
concerned. The format of Twenty20 cricket has emerged as a
phenomenon after the Twenty20 World Cup was won by India and since
then people have been totally immersed into it.
Till now, IPL has managed a successful tournament in April-June 2008
Indian Premier League
• Over 200 million Indian viewers, 10 million international
viewers, 4 million live spectators
• A rating of 5 throughout the first 50 matches
• Revenues of Rs12bn a year into cricket, double the
government’s total sports budget
• TV advertising - Rs6.5bn a year
• Central sponsorships - Rs1.3bn a year
• Ticket sales would bring in Rs1.75bn a year
• Stadium advertising, merchandise will bring in Rs0.8bn a
year
• BCCI will earn over Rs43bn over 10 years
Category Analysis
Aggregate Market Factors

• Category size
• Category growth
• Product life cycle
• Sales cyclicity
• Seasonality
• Profit
Category size
• Category size is very large
• 200 million Indian viewers
• 10 million international viewers
• 4 million live spectators
• revenues of Rs12bn a year

• IPL has also expanded the demographics of


cricket viewership by bringing more women to
cricket’s fan base
Category Growth
• As 20-twenty leagues are at initial growth
of product life cycle so category growth is
very high. That’s the reason, Australian
and other boards are also thinking to
introduce such type of leagues.
Product life cycle
Product life cycle
• IPL is at initial growth of product life cycle.
• Audience is increasing.
• Market and sales is increasing as
described earlier.
• Business focus is on market growth by
both IPL and ICL (major competitor)
Sales cyclicity

• During a single day


• Within a week
• Within a year
Seasonality
• Seasonality is high
• As League matches are managed by
taking into consideration ICC tournaments.
Profit

• Profits are very high


• As already described that profit of IPL
for 1st season was almost 12bn
rupees.
Attractiveness of Market
Variables
Attractiveness
High Low IPL
market Size + - +
Market Growth + - +
Sales cyclicity - + -
Sales seasonality - + - Profit
level + - +
Category Factors
Threat of new entrant
• As the product is at initial growth stage so
threat of new entrant is high
Bargaining power of buyer
• Bargaining power of buyer is low. The
likeness/demand for 20-twenty league
cricket is very high. E.g. a single ticket is
sod from Rs. 50 to 12000.
• Sponsorship (10 s T.V ad) for IPL has
reached to Rs. 100000
Bargaining power of supplier
• The suppliers of IPL are foreign and
domestic cricketers and they are highly
paid. Actually they are purchased by
bidding each top player has his own
identity and is essential for IPL high
success. So bargaining power of supplier
is moderate.
Threat of substitute products/services

• Threat of substitute is high as this


category is highly profitable.
Competitor Analysis
Competitor Analysis
Who are they?
What are the competing product features?
What do they want?
What is the competitors’ product objectives?
What is their current strategy?
Who are they?
Four basic type of competition

• Product form competition


• Product category competition
• Generic competition
• Same dollar budget competition
Product form competition

• The product is 20-twenty league cricket


• So close competitor is ICL (Indian Cricket
Legue)
Competing product features
• 20-twenty format
• Cheerleaders
• Music
• Foreign famous players
What do they want
• They want More acceptability and
appreciation than IPL
• More sponsorships
Competitors’ product objective
ICL objective is to maximize market share
Their current strategy

Basic components of current strategy


• Target market selection
• Positioning
• Marketing Mix
Target market selection
ICL Segmentation
• Geographic (Region, city)
• Demographic
(Age, gender, Nationality)

IPL segmentation
• Geographic
• Demographic basis
Positioning
ICL now positioned itself on the following
basis
• Attribute basis
• Product class basis
• Psychological basis
(develop cricketing talent)
Marketing Mix
Product of ICL
• 2007 Indian Cricket League 20-20 Indian Championship
• 2008 Indian Cricket League 50s
• 2008 Indian Cricket League Edelweiss 20s Challenge
• 2008 Indian Cricket League 20s World Series
• 2008 Indian Cricket League 20-20
• ICL 20-20 Indian Championship, 2008/09 Domestic
Tournament
• Indian Cricket League World Series, 2008/09
Product of ICL
• 20-twenty Cricket
Placement of ICL
Placement of IPL
Differential Advantages
Ability to design
Ability to produce
Ability to Market
Ability to finance
Ability to manage
ICL IPL
Design 7 9

Produce 7 9

Market 7 9

Finance 7 10

Manage 7 9
Customer Analysis
Who buy and use
What customer buy and how they use
Where they buy
When customer buy
How customer choose
Why they prefer a product
How they respond to marketing program
Will they buy again
Who buy and use
• Core product is entertainment
• Segmentation is on Demographic basis
• 15-50 year males like IPL
• Future focus is on more females
• In majority cases, buyer
and user are same
What customer buy and how they
use
• Customer want to better
use its leisure time
• Customer want benefits
• Benefit is more
entertainment to relax
• Customer use for
entertainment and gambling
Where they buy
• IPL is regulated by BCCI so all government cricket grounds
are available
• Initially media coverage was restricted but now following
medias have sponsorship after bidding

•Sony/World Sport Group


•Network Ten
•Sky Network Television
•Setanta Sports
•Arab Digital Distribution
•Super Sport
•GEO Super
•Asian Television Network
When customer buy

• Customer buy when they are free of work


• Matches are played during prime time (8 to
11 pm) on weekdays, and in the evenings at
weekends
How customer choose
IPL ICL
Attribut Weight Rate Total Attribut Weight Rate Total
es es
Foreign 6 5 30 Foreign 5 5 25
Players Players

Music 6 1 6 Music 6 1 6
Cheerle 6 2 12 Cheerle 5 2 10
aders aders
Game 7 3 10 Game 5 3 15
Format Format
Time 7 4 28 Time 6 4 24
Schedul Schedul
e e
Total 86 80
Why they prefer a product

Customer want better use of their leisure


time
20-twenty cricket take a time equal to a
movie and gives much more entertainment
IPL is major threat to film industry and all the
T.V channels due to higher entertainment
Will they buy again

Due to higher entertainment, the satisfaction is


high so future acceptance is more expected

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