indian premier league
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IPL as a brand : losing its sheen
ELOQUENT
“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
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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
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CURRENT MEASURE OF IPL BRAND VALUE
• 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
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THREE PILLARS OF BRAND VALUE
Cricketing excellenceCorporate governanceMarketing strategies
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SYMPTOMS OF FALLING BRAND VALUE
Revenues plunged 25% to Rs. 750 crores from Rs. 1,000 crores during IPL4
One 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 companies
Opening six matches saw a TVR of 3.76 during IPL5; compared to 4.63 during IPL4
Cumulative viewership has fallen to 90.1 million from 101.77 million during IPL4
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REASONS OF FALLING BRAND VALUE
Audience reaction
User’s fatigue
Drag of IPL tournament
Changeability of team
structure
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REASONS OF FALLING BRAND VALUE Contd…
Mismanagement of the franchise
Terminal dispute with Deccan Chargers, and has problems
with three of the eight remaining teams: Kings XI
Punjab, Pune Warriors India and Rajasthan Royals.
Various scams like suspension of Lalit
Modi, spot fixing case etc.
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BRAND RESONANCE PYRAMID
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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.
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Thank You