chap 2 cbbe model basketball
TRANSCRIPT
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CBBE Model of NBA India
Presented by:
Maulee Desai
Utsav Thakkar
Ashal VyasKevin Kovadia
“Join the saffron league” “Tall Dark and Handsome”
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INTRODUCTION
• Men’s professional basketball league in North America
• Founded in 1946 in USA
• Inaugural season : 1946-47
• Number of teams: 30
• Official website: www.nba.com
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• Basketball started in 1930
• First Indian National Championship : New Delhi, 1934
• Formation of BFI: 1950
• Number of championships at different levels
• Master Prithvinath Memorial, Don Bosco Invitational
Tournament, Ramu Memorial Tournament
BASKETBALL IN INDIA
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IMG Reliance joint venture
• In India, IMG has formed a joint venture with Reliance Industries,
India’s largest company, to develop and own sports, fashion and
entertainment properties.
•
The 30 year deal sees IMG Reliance take control of the game
launching a league, controlling merchandise, developing infrastructure
and other commercial aspects in this new development.
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• The National Basketball Association (NBA) and the Mahindra Group,announced a partnership to launch a new multi-city community-based
recreational basketball league.
• The new league for boys and girls ages 14 and up will tip off inBangalore, Ludhiana and Mumbai, in collaboration with theBasketball Federation of India (BFI).
• At the moment the NBA are not involved with the joint venture, butIMG is willing to work with the NBA who already run recreationalleagues in India with another leading Indian business, the Mahindra
Group.
NBA and Mahindra Group
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CBBE MODEL- NBA INDIA
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• Sports Industry
•
Professional Basketball League
BRAND SALIENCE- NBA INDIA
Category Identification
Needs satisfied
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BRAND PERFORMANCE- NBA INDIA
• Premier men’s basketball league in world
• Mahindra NBA Challenge in India
• Working on grass root levels to promote game• 100 basketball courts in five years
• Connecting Indian basketball with mainstream
• Promoting India as sporting nation
•
Professional opportunity to Indian Players
Primary Characteristics
Secondary Features
Reliability
Service effectiveness
Empathy
Style and Design
Price
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• Sale of NBA Merchandise in India
• Tie-up with Adidas
• 200 NBA shops
• Visits of NBA stars : Nearly 15 NBA stars have visited India
• Arena Tickets
• Sports Enthusiastic
• Basketball Enthusiastic
• Best paid athletes , by average annual salary per year
BRAND IMAGERY- NBA INDIA
User Profile
Purchase & user situation
Personality & Values
History, Heritage &
experience
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• Spread over the world
• 85% of players are non USA players
• Professional level basketball
• International standard arenas
• Thrilling matches
• One of the largest basketball association
BRAND JUDGEMENTS- NBA INDIA
Quality
Credibility
Considerations
Superiority
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• Fun
• Exciting
• Competitive
BRAND FEELINGS- NBA INDIA
Excitement
Social Approval
Warmth
Fun
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• Club Loyalty
• Club Merchandise
•Following successful players on facebook, twitter
BRAND RESONANCE- NBA INDIA
Loyalty
Attachment
Community
Engagement
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