Ipl - Team Mcdonald's

8/7/2019 Ipl - Team Mcdonald's

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Ob jective

Study on marketing environment (Micro as well as Macro) that wouldinfluence decision-making process of IPL in near future as well as inthe long run.

Marketing decisions that are likely to get affected due to changes in theMarketing environment.


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C ricket Formats

TEST MATCH1. Played b etween InternationalTeams.2. Match Duration- 5 Days.The playing day lasts at least sevenhours.3. Played over two innings .

Limited Over Match(Both Domestic & International Matches)

One Day (50 Overs)

T20 (20 Overs)


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Ab out IPL

The Indian Premier League or IPL is a 20-20 format cricket tournament.

This league was formed b y the Lalit Modi, former Vice President of theBoard of C ricket Control in India (B CC I) and sanctioned b y theInternational C ricket C ommittee (I CC ).

It is created along the lines of clu b foot b all in Europe, specifically theEnglish Premier League (EPL).

IPL has b een launched in response to the re b el Indian C ricket League(ICL) launched b y Zee Group.


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IPL S Working ModelF ranchisee Model ( Total 10 Teams)F ranchisee Model ( Total 10 Teams)

Revenues- Media Rights

- Sponsorship Rights- Local Sponsorship- Gate Receipts

Expenses

- Team franchising costs- Player costs- Marketing costs- Stadium expenses- O ther expenses


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Marketing

Environment

MacroEnvironment

MircoEnvironment


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Macro Environment P OLITICAL LEGAL ENVIRONMENT

- N o Government ownership , Indirect involvement of Politics, BCCI is the Governing body forIPL, Law of Cricket, Companies Act 1956, Entertainment Tax Exemption, I NR 300 Crs as S.T.

SOCIO CULTURAL ENVIRONMENT- Cricket as the b iggest religion, Duration of Match, Cheerleaders,

Sponsors/ Company/Marketers availing the O pportunity.

TECHNOLOGICAL ENVIRONMENT- O ne of the most dramatic forces shaping people s perception towards entertainment and

their lives is technology- OD ECO Company Screens

- UDR S Technology- LIVE STR EAMIN G & VOD

ECONOMIC ENVIRONMENT- Growing Indian Economy- INR4 500 crores in the next 10years


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SWO T AnalysisSTRENGTHy Short Span i.e., 3 Hrs, as IPL is b ased on Twenty20 format

therefore fast-paced and excitingy Freedom in selection of Team players.y Freedom in selection of Event place.y Mix of National and InternationalPlayers.y % share in Media rights- Increase in Revenue.y 20 % share in Gate Reciepts.y Strong and Effective b rand promotion.

Eg. Manoranjan ka Baapy C om b ining the game with Bollywood.

Weaknessy Stakes are very high. Some teams may not weather short-

term failuresy IPL franchisee focusing majorly on youth power, neglecting

players of international level.y Lack checks and b alances in place i.e poor governance.y C omplete lack of transparency.y Telecast only thru Sony Max. (Limited viewership)

O pportunityy Large potential mass audience.y Huge opportunity for merchandising.y Increasing Youth Market.y Increase in acceptance and liking towards commercial

cricket.y The current estimate of Indian entertainment and media

industry are at INR 652 b n (2010).It is estimated to grow at a rate of 13 percent

Threat y Maintaining the level of competition and interest in IPL or

else the revenue will fall.y Franchises are very expensive. Therefore b reaking even will

also take time.y Lower revenue generation for less poplar teams.


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Micro Environment

F actors Involved

- Customers- Employees- Suppliers- Shareholders- Media- Competitors


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Micro Environmental Factor/StakeholderAnalysis


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Factors affecting the Marketing decisions

Introducing new teams.Change in the composition of teams.Change in the players.Increase in count of players.Adding media partnersO rganizing the event when some other mega event is on.Increase in the count of viewers.Change in the rules of the game.

Consumers demandEmployees b ehaviorConsumers perception of the serviceIncrease in competitors


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O ther factors affecting Marketing decisions

Marketing Environment

Marketing Mix

Internal Marketing

Planning

Change in Revenue distri b ution rules


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Ipl - Team Mcdonald's

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