Sec A Grp 3 SM2 ppt

7/30/2019 Sec A Grp 3 SM2 ppt

1/14

Section A, Group 3

Abhishek

Dakliya

09P002

Raghunath Ganti

09P018

Jitendra

Pandey

09P026

Pavan

Kumar P

09P041

Prashant

Priyadarshi

09P043

Richa

Negi

09P048

Saurav

Gandhi

09P052


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FLOWOFPRESENTATION

Understanding the Strategy ofIPL

The Value Proposition

The Implementation and

Challenges in implementation

Our suggestions


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KEYFEATURESOF IPL

0 20-20 format cricket tournament.

0 Promoted by the BCCI and backed by the ICC

0 Conceived on the lines of the English premier league

0 The idea behind IPL is to sell cricket as a high involvement

reality show that would appeal to all audiences

0

Unique from a standard cricketing body in that it had agoverning body which was formed to run IPL as a virtual

company


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IPL Vision and Strategy

0 Vision: make cricketenticing and accessible, and hence

more lucrativeand use this to project Indias Global

power Status.

0 Strategy: Implement a model that combines cricket and

entrainment

0 very strong value proposition for all stake holders

0 Example of Blue Ocean Strategy and a good example of

value innovation

0 Differentiation AND low cost rather than OR


5/14

Eliminate- Reduce- Raise- Create

Framework

Eliminate

Need for Patience: watching an 8 hour long ODI or a 5 day long TestMatch

Reduce

Spectator Time Invested: Competes with Movie or a Football Match

Emphasis on Classic Techniques: T20 is generally a batsman's game.

Emphasis on Perseverance

Raise

Emphasis of Athleticism: Fast cricket for young crowd.

Pace of the Game: Emphasis on how fast the game carries on

Entertainment: Presence of Bollywood Starlets and Cheerleaders

Create

City Loyalty: Welcome to new entrants from different state andnational tournaments

Result based excitement: results within 3 hours


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VALUEINNOVATION20-20 One day Test

Spectator Time needed Low Medium HighPlayer Technique needed Low Medium HighEmphasis on Patience and

Perseverance Low Medium HighEntertainment High Medium LowSpeed of the game Low Medium HighDefinite Result High High LowAthleticism High High LowExhibition of Loyalty High Low LowNew players success High Low Low


7/14

IPL ORGANIZATIONAND WORKING

0 Franchisee based system. These franchisee shares

revenues with the cricket board

0 12 cities were identified and were decide that the top 8

highest bid cities would be used for the first 3 seasons

0 franchisees have autonomy to run teams

0 own styles, own sponsors, name the team

0 free to list their teams on the stock exchange.


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EXECUTION FRAMEWORK

IPLImplementa

tion

Knowthe

goals

Identifythe

activities

Createsupportstrucure

Acquireresourc

es


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Execution

0 Clear goal and broken down to activities

0 Value proposition made clear to all

0 In terms of Entertainment for spectators

0 Financial Perspective for Franchisee owners

0Sources and revenue specified

0 Franchisee fee, Player acquisition cost, Stadium Hire Charges and

0 Broadcast rights, Sponsorship, Ticket sales, Other sources

0 All parties buyin0 Actual event run professionally

0 Event management by IMG World


10/14

Marketing Strategies

The below are some of the strategies that the bosses of IPLhave employed to pull in the crowd

0 Auctioning of Franchisees

0 Auctioning of Players

0 Cheerleaders

0Timing

0 Exhibition of Loyalty


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Challenges

The major issues were:

0 Security and logistics issue

0

Media rights problem,

0 Disputes over tickets money and ticket sale

0 Players availability

0 Cheerleader controversy


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Suggestions- Major Issue

0 The underlying assumption0 Indias performances in international events play a role in the

interest factor of the audience.

0 So if India wins a World Cup then the interest in all forms ofcricket is further increased and that will be beneficial for allparties

1. Bring the game to tier 2 cities and develop infrastructurein these places

0 Address sustainability and improvement at all levels0 Solve the issue of infrastructure shortage

0 Develop local talent so as to create a larger talent pool.


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Other Issues

0 Disputes over Tickets and Ticket Sales.

0 Player availability.


14/14

Thank you!

Sec A Grp 3 SM2 ppt

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