Smiling assassins swagat mishra round 1

SWAGAT MISHRA SHANTANU WAGLE [email protected] [email protected] 8652000120 9819168618

Case Deliverables

Is it possible for CSK to become much more that an IPL club?

What are some other business models that CSK can follow?

Analyse the feasibility of these models in terms of profitability and increasing brand engagement?

•  The Chennai Super Kings (abbreviated as CSK) are a franchise cricket team based in Chennai, Tamil Nadu that plays in the Indian Premier League.

•  Founded in 2008, the team is captained by Mahendra Singh Dhoni and coached by Stephen Fleming.

•  The team plays its home matches at the M. A. Chidambaram Stadium in Chennai.

•  The Chennai franchise was sold to the India Cements for $91 million, making it the fourth most expensive team in the league.

•  India Cements acquired the rights to the franchise for 10 years.

Should CSK explore alternaSve models of revenue outside of IPL such as venturing into

other sports and leagues and transforming into a complete sporSng club instead of simply

concentraSng on cricket?

History Of CSK

Case Brief

Chennai Super Kings

BRAND PYRAMIND SWOT ANALYSIS

BRAND NAME

•  CSK brand name was partly inspired or downright inherited from the defunct Chennai Super Stars

•  The descriptor “super” – Tamils’ overused fuzzword – everything is “super” from morning coffee to their favorite cinema star.

BRAND LOGO

•  The “king of the IPL jungle” symbolism traces back to Pallava dynasty who combined the iconic lion emblem with o the r s ymbo l s l i ke the SwasSka, Srivatsa, and the Trisula in their copper plate seals.

BRAND VALUES BRAND EQUITY

•  Hardworking •  Focused •  Fun loving •  Team spirit •  Fair play •  Calm under pressure •  DeterminaSon

•  Most consistent •  Winners -‐PL 2010,2011 Finalists-‐ 2008,2012,2013 •  Champions trophy

winners-‐ 2010,2014 •  Most valuable IPL Brand •  Only team to reach

playoffs every season

Benchmarking with famous international brands

Challenge #1

Is it possible for CSK to become much more that an IPL club?

Theme Cafes

CSK 40 days

Live Matches

Social plaborms

Fan Clubs Media

PromoSons

Leverage Rural Market

Tier 2 talent hunt

Gym/Fitness centes

“CSK “ Engaged all

year

Engagements

Strategies •  A talent search compeSSon that

happens ager IPL. •  CSK officials will go to places across

India and select budding cricketers •  The selected players will be train by

CSK players.

•  CSK a brand for athletes •  Fitness centers can connect with

youths •  Also showcases the discipline and

hard-‐work required to be an athelete

•  Collaborate with a FMCG player •  Mobile vans carrying big TVs in

rural areas •  Tap huge potenSal in rural areas •  Vans as adverSsement space for

Sponsors

•  Ca fe s and r e s t au ran t s promoSng CSK theme

•  Various cricket memorabilia of players

•  Surprise visists of players •  Visibility throughout the year

•  ExhibiSon matches in various franchise games like ISL,IHL with CSK CelebriSes

•  Matches with county teams and associate naSons like Afganistan,Netherlands

•  Matches involving reSred legends and CSK players

•  Start sports merchandise stores

•  Offer and sell sports goods •  Leverage the successful

and successful brand name of CSK

Strategies •  A Indian sports channel with local

commentary •  Live matches and tv shows from CSK

cricketers •  Behind the scenes anScs, gossip of

players

•  Pan India Biking trips •  CulminaSng at CSK cricket fair •  Place to meet fellow fans, buy sell

collector ediSons merchandise •  A fun party desSnaSon

•  Can leverage on the trust factor of CSK and provide finance to low income classes

•  CSK cards which allows fans best deals in Sckets and merchandise

•  A theme park to be started with rides inspired by characters

•  AjracSons to include box cricket ,go karSng and other adventure sports

•  Mobile games/Toys •  Games with players as

protagonists •  Tie ups with local brands to

supply CSK acSon toys

•  Collaborate with Make-‐a-‐wish foundaSon

•  grant the wishes o f c h i l d r e n w i t h l i f e t h r ea t en i ng med i c a l condiSons

Challenge #2

What are some other business models that CSK can follow?

Business Model Franchise Model Conglomerate Model

Challenge #3

Analyze the feasibility of these models in terms of profitability and increasing brand

engagement?

AcVvity Profitability Investment Brand Engagement

Hotel/Restaurant/Catering High Very High •  High •  Help spread brand into Ser-‐2 ciSes •  Year long engagement

Animated cartoons, games/Toys

Low High •  Low •  Use cricketers as characters •  Used to reach youth and kids

Gym and Fitness centers Low High •  High •  CSK a brand for athletes •  Fitness centers can connect with youths

Media High High •  High •  Can produce sports movies like Mary

Kom •  CSK sports – A Indian sports channel with

local commentary •  Encourage athletes

Finances High High •  Medium Can leverage on the trust factor of CSK and provide finance to low income classes

Sports Stores Medium Medium •  High •  Leverage the sports brand CSK and

provide offering of sports merchandise

Theme Parks Medium-‐High Very high •  High •  A theme park to be started with rides

inspired by characters •  AjracSons to include box cricket ,go

karSng and other adventure sports

Smiling assassins swagat mishra round 1

Marketing

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