integrated marketing-communication- for kkr by darshan
DESCRIPTION
Kolkata Knight Riders (KKR) is the franchise representing Kolkata in the Indian Premier League, a Twenty20 cricket tournament. UK based brand valuation company suggests , Kolkata Knight Riders (KKR) are ranked as the second most valuable franchise brand at US$42 million. Bought by Bollywood actor Shahrukh Khan's Red Chillies Entertainment in partnership with Juhi Chawla Mehta and her husband Jay Mehta for a price of USD 75.09 million. KKR are easily the most successful franchise in the IPL, achieving a profit of Rs. 13 crores.TRANSCRIPT
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Introduction
• Kolkata Knight Riders (KKR) is the franchise representing Kolkata in the Indian Premier League, a Twenty20 cricket tournament.
• UK based brand valuation company suggests , Kolkata Knight Riders (KKR) are ranked as the second most valuable franchise brand at US$42 million.
• Bought by Bollywood actor Shahrukh Khan's Red Chillies Entertainment in partnership with Juhi Chawla Mehta and her husband Jay Mehta for a price of USD 75.09 million.
• KKR are easily the most successful franchise in the IPL, achieving a profit of Rs. 13 crores.
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• This is solely due to the efforts of the advertising maestro, Shah Rukh Khan.
• KKR is the only team other than RR that does not have associated Brands !
• KKR sponsors are HDIL and Belmonte.
• The Telegraph (Kolkata) and Tag Heuer are associates sponsors.
• Sprite, Nokia and Matrix second Title sponsor.
• Reebok is the merchandise sponsor for the team.
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Logo
• The logo of the team consists of blazing golden Viking helmet against a black background with the name of the team written in Gold.
• Black stands for the ‘courage of Maa Kali’ and Gold stands for the ‘spirit of winning’.
• The KKR logo is the flagship symbol of KKR’s IMC campaign.
• This design became one of the most recognized Franchisee Brand logo during the IPL.
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Mascot
• Mascot name Hoog Lee - better than any Lee in the world.
• Hoog Lee is “A lazy royal Bengal Tiger who loves to eat Burgers”.
• Hoog lee Comics were also released to attract young viewers of age 8 to 12.
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Team Anthem
• Main theme anthem is “Korbo, Lorbo,
Jeetbo Re” i.e We will do it, fight for it, win it !
• Composed by Vishal - Shekhar, famous Bollywood composers.
• Presented as team’s motto, and had a touch of Bengal in it.
• Video was released on Television channels and Internet.
• A KKR music album is expected shortly, and will be graced by voices and compositions of Usha Uthapp and Bappi Lahiri.
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Print Media
• Print ads were generally in collaboration with Sponsors.
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TV Commercials
• A series of interesting and catchy commercials are released every season. They generally show the strength of the team build team loyalty.
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TV Commercials as Surrogate Advertising
KKR leverages itself in the ads of associated brands as well.
TENSION MAT LE YAAR CAMPAIGN WITH NOKIA
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Merchandising
• Tie up with Reebok, Lux Cozi and Home Shop18
to sell KKR merchandise online as well as in walk in stores.
• Huge demand of Merchandise among Fans and KKR loyals generated a lot of revenue as well.
• Tie up with Nokia, distributed free merchandise as promotional offer for those who purchased a Nokia cell phone during IPL.
• Helped in building Brand loyalty and Brand Activation !
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Website http://www.kkr.in• Easy interface.
• Based on the theme of warriors and Team’s uniform color.
• Contains a lot of photos and videos, timely updated.
• Tickets of matches can also be purchased through the website.
• Also provides information regarding contests and sponsors.
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Social Media Presence
• Social Media Presence.
• Facebook page / Orkut Page / Twitter Page.
• KKR also tied up with Orkut and a dedicated KKR theme was created !
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YouTube Presence
• Youtube Presence• �• Thousands of videos available relating to KKR• �• Mostly posted by users• �• However we couldn t find KKR,as a user,postingvideos• �• Lot of hits for KKR related videos•
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Blogs
• Official Blog: http://www.kkr.in/teamblogs.aspx managed by KKR and link to this can also be found on their website.
• Many other blogs by fans like: http://www.sriraj.org/sports/official-kolkata-knight-riders-blog/
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Out of Home Media
• Advertising through hoardings on important roads of cities.
• Also visible on screens in malls and restaurants.
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Sponsors
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KKR Contests
• Rewards in form of tickets and merchandise.
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Fans Club – Loyalty Program
• The Knight Club - membership fees Rs 550 per year. On joining, members receive KKR goodies plus access to exclusive content on website.
• Planet Knight – Another place for fans to interact and discuss. Membership free.
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Simulated Games
• Developed online simulation games in partnership with Zapak Digital Entertainment around the same theme of KKR to ensured continuous involvement with the Brand.
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Comparative Analysis
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Brand Valuation
• Brand valuations of the IPL teams:
1. Kolkata Knight Riders - $42.1 million
2. Mumbai Indians - $46.1 million
3. Rajasthan Royals - $39.5 million
4. Chennai Super Kings - $39.4 million
5. Delhi Daredevils - $39.2 million
6. Royal Challengers Bangalore - $37.4 million
7. Kings XI Punjab - $36.3 million
8. Deccan Chargers - $34.8 million
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Brand Differentiation
Kolkata Knight Riders Mumbai Indians Chennai Super Kings
Value Proposition Korbo Lorbo Jitbo Re (Team of Warriors)
Duniya Hila Denge Indians
Different Team – Same Pride
Association Shahrukh Khan Sachin Tendulkar MS Dhoni
Strength Best Coaching Staff Strongest Squad World’s Best Captain
Sponsorships 10 11 3
Audience Cricket Crazy Bengalis Mumbaikars & Sachin Fans
Chennai & Dhoni Fans
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Perceptual Map
Awareness(Fan Following)
Players(Squad)
DC
KKRCSK
MIRCB
DD
Kings XI
Pune
RR
Kochi
Strong
Weak
High Low
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ANKUR PANDEY IM-2K8-007
MITALI AGARWAL IM-2K8-58
SONAM POTFODE IM-2K8-87
Thanking You
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