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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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
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
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
THREE PILLARS OF BRAND VALUE
Cricketing excellenceCorporate governanceMarketing strategies
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
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.
BRAND RESONANCE PYRAMID
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.
Thank You
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