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7/30/2019 Sec A Grp 3 SM2 ppt
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Section A, Group 3
Abhishek
Dakliya
09P002
Raghunath Ganti
09P018
Jitendra
Pandey
09P026
Pavan
Kumar P
09P041
Prashant
Priyadarshi
09P043
Richa
Negi
09P048
Saurav
Gandhi
09P052
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FLOWOFPRESENTATION
Understanding the Strategy ofIPL
The Value Proposition
The Implementation and
Challenges in implementation
Our suggestions
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KEYFEATURESOF IPL
0 20-20 format cricket tournament.
0 Promoted by the BCCI and backed by the ICC
0 Conceived on the lines of the English premier league
0 The idea behind IPL is to sell cricket as a high involvement
reality show that would appeal to all audiences
0
Unique from a standard cricketing body in that it had agoverning body which was formed to run IPL as a virtual
company
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IPL Vision and Strategy
0 Vision: make cricketenticing and accessible, and hence
more lucrativeand use this to project Indias Global
power Status.
0 Strategy: Implement a model that combines cricket and
entrainment
0 very strong value proposition for all stake holders
0 Example of Blue Ocean Strategy and a good example of
value innovation
0 Differentiation AND low cost rather than OR
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Eliminate- Reduce- Raise- Create
Framework
Eliminate
Need for Patience: watching an 8 hour long ODI or a 5 day long TestMatch
Reduce
Spectator Time Invested: Competes with Movie or a Football Match
Emphasis on Classic Techniques: T20 is generally a batsman's game.
Emphasis on Perseverance
Raise
Emphasis of Athleticism: Fast cricket for young crowd.
Pace of the Game: Emphasis on how fast the game carries on
Entertainment: Presence of Bollywood Starlets and Cheerleaders
Create
City Loyalty: Welcome to new entrants from different state andnational tournaments
Result based excitement: results within 3 hours
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VALUEINNOVATION20-20 One day Test
Spectator Time needed Low Medium HighPlayer Technique needed Low Medium HighEmphasis on Patience and
Perseverance Low Medium HighEntertainment High Medium LowSpeed of the game Low Medium HighDefinite Result High High LowAthleticism High High LowExhibition of Loyalty High Low LowNew players success High Low Low
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IPL ORGANIZATIONAND WORKING
0 Franchisee based system. These franchisee shares
revenues with the cricket board
0 12 cities were identified and were decide that the top 8
highest bid cities would be used for the first 3 seasons
0 franchisees have autonomy to run teams
0 own styles, own sponsors, name the team
0 free to list their teams on the stock exchange.
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EXECUTION FRAMEWORK
IPLImplementa
tion
Knowthe
goals
Identifythe
activities
Createsupportstrucure
Acquireresourc
es
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Execution
0 Clear goal and broken down to activities
0 Value proposition made clear to all
0 In terms of Entertainment for spectators
0 Financial Perspective for Franchisee owners
0Sources and revenue specified
0 Franchisee fee, Player acquisition cost, Stadium Hire Charges and
0 Broadcast rights, Sponsorship, Ticket sales, Other sources
0 All parties buyin0 Actual event run professionally
0 Event management by IMG World
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Marketing Strategies
The below are some of the strategies that the bosses of IPLhave employed to pull in the crowd
0 Auctioning of Franchisees
0 Auctioning of Players
0 Cheerleaders
0Timing
0 Exhibition of Loyalty
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Challenges
The major issues were:
0 Security and logistics issue
0
Media rights problem,
0 Disputes over tickets money and ticket sale
0 Players availability
0 Cheerleader controversy
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Suggestions- Major Issue
0 The underlying assumption0 Indias performances in international events play a role in the
interest factor of the audience.
0 So if India wins a World Cup then the interest in all forms ofcricket is further increased and that will be beneficial for allparties
1. Bring the game to tier 2 cities and develop infrastructurein these places
0 Address sustainability and improvement at all levels0 Solve the issue of infrastructure shortage
0 Develop local talent so as to create a larger talent pool.
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Other Issues
0 Disputes over Tickets and Ticket Sales.
0 Player availability.
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Thank you!