Brand audit kings xi

The Lions are Back !!

Brand AuditKings XI Punjab

by

Team Red #6Mudrika Talwar Sherman Lewis Chirine Nahas

Roisin Wilson Sergio Felgueres Gianluca Caruso

AdviceAssociationExploratoryRationaleInventory

Conclusion

Inventory

•A great game gets fans in the stands once. A great story gets fans coming back for every game.


Owners

• Ness Wadia• Indian businessman belonging to the Wadia family

• Preity Zinta• Indian film actress. Girlfriend of Ness Wadia

• The Oberoi Group

• Karan Paul

• Mohit Burman

Inventory

The group paid a total of $76 million to acquire the franchise


Fans

• The fan club is called the Lions Den. Lions Den is currently under maintenance.• There is one basic app for iPhone that lets fans know

stats for the team

Inventory

367,480 Likes 136,500 Followers 252,196 circles


Stand Name Price E.Tax Total Gate No.

Chair Block 1 5.44 1.36 6.80 GATE 5 & 6

Chair Block 2 5.44 1.36 6.80 GATE 11

North Chair Block 1 6.80 1.70 8.50 GATE 7

North Chair Block 2 6.80 1.70 8.50 GATE 10

VIP Block 8.84 2.21 11.05 GATE 4

Pavilion Terrace 47.60 11.90 59.50 1 C

North Pavilion 54.40 13.60 68.00 GATE 9

Corporate Box Level 1 108.80 27.20 136.00 1 B

Corporate Boxes Level 2 163.20 40.80 204.00 1 B

Ticket Prices (in USD)

Inventory

AdviceAssociationExploratoryRationaleInventoryInventory

Sponsors and Partners


• T-shirts

• Caps

• Flags

• Scarves

• Key Chains

• Trumpets

• Watches

• Hats

• Bobble heads

Merchandise

Inventory


• Kings XI Punjab videogame• e.g., EA Games, ESPN Games, Nintendo, Xbox etc.

• Kings Punjab Mobile Game with social interaction between Facebook fans• e.g., Zynga

• Collectible album with current and old players. Limited edition cards etc.

Ideas to keep fans engaged

Inventory


• The Mission is to promote cricket within the Punjab region by providing global exposure to local talent, and attracting new audiences for the sport through innovative presentation

• Lions bring to life the phrase ‘Sher-e-Punjab’, or ‘Lions of Punjab’.

• Punjabis like to see themselves as brave, royal and with huge hearts, qualities best epitomized by a lion.

• Punjabi Kings have …. a lion’s heart: big and brave. They are passionate and committed. Winners who are good and fair sportsmen!

RationaleInventory

The Lions of Punjab


SALIENCE

PERFORMANCE IMAGERY

JUDGEMENTS FEELINGS

RESONANCE

1. Identity =WHO ARE YOU?

2. Meaning =WHAT ARE YOU?

3. Response =WHAT ABOUT YOU?

4. Relationships =WHAT ABOUT YOU AND ME?

ExploratoryRationaleInventory

Brand Equity Pyramid


• Kings VI Punjab scored fifth on the scoreboard of the biggest brand values with a $15.6m worth*

• They scored second with 54% on the highest brand awareness scoreboard following the Delhi Daredevils (55%)*

*(Source: IPL Brand Valuation – 2009)


Salience


• Continuity• Despite many down-turns in 2008 and 2011,

the team has managed to regain its groove

• Commitment• The team remains loyal to its fan base by

fighting controversial issues and staying true to their culture and values


Performance


• Team emblem• The Crest – Mark of a brave winner• The Banner – Letter sequence K.J.H.P.H,

symbolizing the states represented• The Lions – Strength, Fierceness of Punjabi &

desire to excel in cricket


Imagery


• Quality: reflected by the Punjabi culture• Credibility: reflected in the team’s beliefs


Judgements


• Excitement• Respect• Passion• National Pride


Feelings


• Behavioral loyalty of fans• Team merchandise (t-shirts, caps, flags, etc.)

• Attitudinal attachment• Die-hard fan explicit cry-outs on fan pages

• Active Engagement• Facebook fan page stronger among younger segments


Resonance

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Facebook Fan Page


Associations for success

Both team and league are young, time to create myths is now

Winning will get fans into the seats once, a great story will keep them coming back

Create a memorable story now that resonates with fans

AssociationExploratoryRationaleInventory


Sometimes a single player can have more followers

than a team

Nothing is more effective than

victory: it increases visibility, even

through sales of merchandising

Sport is a show, to make it itinerant would naturally

increase audience, awareness and,

potentially, follower

Leverage players appeal: the Beckham model

Build a winning team: winners are loved

Export the “product”: international

demonstration performances and

shows

Advice to Club Leadership


THANK YOU !

Strengths• International coach, Australian batsman

Darren Lehmann• Strong team: successes in 2012• 2012:/ 6th out of 9 teams• Social media presence• Well known sponsors • Lion logo/ anthem• 136K followers on twitter /368k likes on

Facebook

Weaknesses• Past termination by the IPL committee • Owners gave away Dinesh Karthick and let

Abhishek Nayar & Paras Dogra highest run getters in domestic league go

• Lost most recent match against CSK • Mixture of written languages/ religions –

must unite fans under one banner

Opportunities• Return to IPL / new brand • Youth section• Room to expand into different areas• Room to increase market share – big

region/ abroad• Farmers 39% of workforce- partner with

related products- Amul? • Games out of season

Threats

• 2010 Threat to brand. Accusation of racism after cheerleaders were denied entry

• Past dispute with Punjab Police and Nadia Wadia– sour relationships

• Risk of no security from police• Mixture of faiths – must be culturally aware• Lose support out of season

SWOT Analysis of KXIP

Brand audit kings xi

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