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Introduction: Just months after Indias demoralizing exit from 2007 Cricket World Cup and a series loss

s to England, there were speculations around about the future of Indian cricket, which according to many was looking quite bleak. The Main focus thus, was to rebuild the team for conventional form of cricket i.e. Tests and ODIs resulting in a reluctant participation in 20-20 World Cup with an under strength team, owing to the untested nature of format. However, a surprise win in the tournament and that too against the arch rivals Pakistan in the final, just elevated the image of the format in the minds of many Indians. Exploiting the growing interest of Twenty20 cricket in India and to counter the emergence of rebel T20 League, ICL, The Board of Control of Cricket in India (BCCI), decided to launch their own 20-20 league, a master piece of an Indian entrepreneur,
The IPL is predicted to bring the BCCI income of approximately US$1.6 billion, over a period of five to ten years. All of these revenues are directed to a central pool, 40% of which will go to IPL itself, 54% to franchisees and 6% as prize money

Customer Segmentation:

Generally, cricket was regarded as a long and monotonous game attracting only a specific age group of people. However, with the evolution of T20 cricket, from a small club in England, the customer market for cricket began to increase with children, women and old age people coming in together. It became a the latest way families picnicked. IPL further corroborated the image of cricket as a product of masses and thus its marketing strategy was based on it. It was not only the Indian audience which had to be catered but people all over the world, as cricketing extravaganza was a worldwide phenomenon and IPL had players of different countries playing. For that television broadcasts all over the world were made possible and IPL, despite being an Indian domestic tournament, turned into a universal saga. Indian Premier League is mostly targeted for the younger generation youth. As the generations are very busy with their day to day work with IPL they get entertainment along with cricket which helps them to enjoy every aspect of the game. People are very excited towards IPL as this is only one game that brings different players of different countries at one platform, for which they tend to get attracted to see their favorite player perform. Some of the audiences are also attracted to see their favorite celebrity cheering for the team.

IPL The Indian premier league has taken the cricketing world by storm. It has also got its marketing mix spot on. Read on to discover the perfection in the marketing mix of Indian Premier League Product IPL stands for Indian Premier League. It is a Twenty20 tournament started by BCCI. It is the brainchild of Lalit Modi. It started in the year 2008 and comprises the players from all over the world. A perfect blend of cricket & entertainment. Its providing a stage for many youngsters t o show their performance & profitable too to Advertisers and broadcasting channels. Price As far as the IPL pricing structure is concern, The IPL is predicted to bring the BCCI income of approximately US$ 1.6 billion, over a period of five to ten years. All of these revenues are directed to a central pool, 40% of which will go to IPL itself, 54% to franchisees and 6% as prize money. The money will be distributed in these proportions until 2017, after which the share of IPL will be 50%, franchisees 45% and prize money 5%. The IPL signed up Kingfisher Airlines as the official umpire partner for the series in an Rs.106 Crores (1.06 billion) deal. This deal sees the Kingfisher Airlines brand on all umpires uniforms & also on the giant screens during third umpire decisions. Sony Entertainment Television signed a new contract with BCCI with Sony Entertainment Television paying a staggering Rs.8700 Crores (87 billion) for 10 years. Place The first season of the Indian Premier League commenced on 18 April 2008 in India, and ended on 1 June 2008 with the victory of the Rajasthan Royals against Chennai Super Kings in the final at the DY Patil Stadium, Navi Mumbai. As the second season of the IPL coincided with multi-phase 2009 Indian general elections, the Indian Central Government refused to provide the Indian paramilitary forces to provide security, saying the forces would be stretched too thinly if they were to safeguard both the IPL and the elections. As a result, the BCCI decided to host the second season of the league outside India. All 59 matches of the second season, abbreviated as IPL 2, took place in South Africa. Ironically, South Africa were also scheduled to have elections doing the IPL, however, the South African government provided adequate security for both the South African General Elections and the IPL. Promotion When Bollywood and cricket met, the result was IPL and it was truly entertaining to see ones favorite cricketer as well the Bollywood star on the same platform. IPL was no doubt an entertaining one. Super stars like Shah Rukh, Preity, Akshay, Katrina, Hrithik had been a source which provided a lot of glam to IPL promotion.

To attract the cricket fans, even team-owners have started selling tickets personally. Preity Zinta, the co-owner of Kings XI Punjab and Australian pace man Brett Lee sold the tickets along with their autographs. People Indian Premier League is mostly targeted for the younger generation youth. As the generations are very busy with their day to day work with IPL they get entertainment along with cricket which helps them to enjoy every aspect of the game. People are very excited towards IPL as this is only one game that brings different players of different countries at one platform, for which they tend to get attracted to see their favorite player perform. Some of the audiences are also attracted to see their favorite celebrity cheering for the team. Process Indian Premier League as a whole is the biggest event of the year for which months of preparation are to be done. For instance organizing the respective 8 teams who are performing for the event and the most important of all is marketing the IPL as it has to reach the wide range of audience globally. An arrangement of stadium where this event is going to be held is also finalized well before. Finally and most important of all is execution of the Event. Physical Evidence Fun, Music, Entertainment & sports, where can you find that, answer for that is INDIAN PREMIER LEAGUE. People wait for this season as they get everything in a joyful bundle. IPL is also the biggest platform for advertising and promoting different product or brands which is clearly viewable during the event.

The Future of IPL: Was it a success?

TV, Internet, Newspapers Every medium is flooding with DLF IPL, a private event; that above all, explains the success of Indian Premier League. For a private event, entire media is fighting to give free of cost coverage! Strange, but Interesting! So what marketing and branding strategy has worked in favour of IPL? Packaging of the Event from day 1 as entertainment is the biggest strategic hit. Cricket just happens to be there! To keep it focussed in 20 overs and inviting International players, not only enhanced the entertainment value but also factored in the fastest growing segment of high income youth. This segment is short of time and wants everything to be packaged small.

It structured teams around states thereby ensuring team and brand loyalties and assured eyeballs when it comes to media. By following a well tried international model of clubs and player auctions, it got players interests and their willingness to give the tournament their 110%. Knowing that players are going to play attacking entertaining cricket attracts paid audience to the stadium and draws them towards other forms of media like TV, internet and print press. The public and press relations during the first two versions meant media hype was maintained and that has lead to immense unpaid publicity. Interestingly in IPL3, the organisers have offered strict terms for freebies for non-official media. The initial purpose having been achieved, the official TV channel is getting its due. That again hints to a well planned strategy. Getting International Cricket Council to keep a window for IPL season was the biggest strategic coup. Now cricket boards all over the world want to have similar event but may not be able to get well known players for their events! Do not forget that (Board of Cricket Control in India) ensured that the event got all international recognition and gave it the required financial backup to conceive and execute the event. Nine, attracting the movie stars like Shah Rukh Khan, Preity Zinta and Shilpa Shetty along with highly placed industrialist as team owners, ensured ample media and public interest which further contributed to the success of the event. Finally organizers packaging of all above and ensuring the event was always in controversies and news, meant branding exercise of the kind that has not been seen in sports. At the end of the end, we have a happy lot of bunches public, sponsors, media and most importantly IPL bankers!

Swot analysis further sheds light on whether it was a success:

SWOT Analysis Indian Premier League (IPL) Where will you find the Mumbai Indians, the Royal Challengers, the Deccan Chargers, the Channai Super Kings, the Delhi Daredevils, the Kings XI Punjab, the Kolkata Knight Riders and the Rajesthan Royals? In the Indian Premier League (IPL) - the most exciting sports franchise that the World has seen in recent years, with seemingly endless marketing opportunities (and strengths, weaknesses and threats of course!). This SWOT analysis is about The Indian Premier League. Strengths

The Indian Premier League (IPL) is based upon the Twenty20 cricket game which should be completed in 2 hours. That means that is fast-paced and exciting, and moreover it can be played on a weekday evening or weekend afternoon. That makes it very appealing as a mass sport, just like American Football, Basketball and Soccer. It is appealing as a spectator sport, as well to TV audiences. The IPL has employed economists to structure its lead so that revenue is maximized. The more unified the sport, the more successful it is.


Twenty20 has been so popular that it could replace other forms of cricket i.e. damage the game that generated it. Some fans will also have to pay for travel to the ground. There may be large queues for the most popular games. There may be some distance between where the fan lives and the cricket ground. Stakes are very high! Some teams may not weather short-term failures and may be too quick to get rid of key managers and players if things don't go well quickly. Famously, Royal Challengers Bangalore (RCB) sacked their CEO Charu Sharma for watching his team lose 6 from their first 8 games. Some teams have overpriced their advertising/sponsorship in order to gain some shortterm returns (e.g. Royal Challengers), and some sponsors and are moving their investment the more reasonably priced teams.


Since it has a large potential mass audience, IPL is very attractive as a marketing communications opportunity, especially for advertisers and sponsors. The league functions under a number of franchises. Each franchisee is responsible for marketing its team to gain as large a fan-base as possible. The long-term success of all of the franchises lies in the generation of a solid fan-base. The fan-base will generate large TV revenues. Different fans will pay different amounts to watch their sport. There will be corporate hospitality, season tickets, away tickets, TV pay-per-view and other ways to segment the market for the IPL. There is a huge opportunity for merchandising e.g. sales of shirts, credit cards and other fan memorabilia. Grounds can also sell refreshments and other services during the games. Marketers believe that the teenage segments need to be targeted so that they become the long-term fan-base. Their parents and older cricket fans may prefer the longer, more traditional game. The youth market may also impress on their parents that they want them to buy their club's merchandise on their behalf - as a differentiator or status symbol. Franchise fees will remain fixed for the up until 2017-18, which means that the investment is safe against inflation which is traditionally relatively high in India.


The level of competition that the Board of Control for Cricket in India (BCCI) can generate determines long-term viability of the league. If the level of competition drops, then revenue will fall. For example, if the top names in cricket cannot be attracted to India, the appeal of the game will fall. Often getting hold of the big names is a problem Australian domestic cricket runs concurrent with the IPL and if players move form Australia to India to follow the money then their domestic game will be hit. This is known as 'Free Agency.' If the franchisee's fan-base does not generate income then they may not have the cash to pay the salaries of the best players. However, if you invest in the best players and they do

not win the trophies, then you may not see a return on your investment. It won't be a quick return on investment - so owners need to be in it for the long-term. Franchises are very expensive. The most expensive franchise - Mumbai Indians - was bought by Mukesh Ambani for $111.9 million, whereas the lowest priced franchise Rajasthan Royals was picked up by Manoj Badale for a mere $67 million. The most highly priced teams may not be those that have the early success. Revenues will come from the most highly supported teams.

The Indian Premier League (also known as the "DLF Indian Premier League" for sponsorship reasons; often abbreviated as IPL), is a Twenty20 cricket competition created by the Board of Control for Cricket in India (BCCI).Read more... Bibliography Indian Premier League Official Website. Indian Premier League, Wikipedia, 5th July 2008. Will cricket's new czars make money? Shamni Pande and Tejeesh N.S. Behl - Business Today 14th May 2008. IPL's economics demystified, Ram Tamara and Michael Maloney - Business Today 14th May 2008.

Reasons for decline:

What happened inside the IPL, though, as Sanjay Manjrekar wrote, was the arrival of Indian cricket's saturation point. We now know that, after a season of 11 Tests and 25 ODIs, including a euphoric World Cup, even the Indian cricket fan's seemingly inexhaustible appetite cannot swallow 74 Twenty20 matches. Reducing the number of matches or altering the format will infuriate franchises, who were promised 14 games each every season. To not do so, though, is to risk inviting a tipping point.

As Sharda Ugra who is a senior editor at ESPNcricinfo comments

Doubling the price of tickets, as was done for the better part at the Wankhede Stadium during playoffs. Another kind of message was sent to fans at that ground on playoffs nights: that a Rs 4000 ticket in the North Stand comes with a free constant drizzle of mud, dirt and cement pebbles from the

tier. One spectator was clunked on the head with large, heavy chunks of cement not once but twice.


The final match of the Indian Premier League Season 4 (IPL-4) between Chennai Super Kings and Royal Challengers Bangalore yesterday threw up a surprise. The match clocked a television viewership rating (TVR) of 5.8, higher than the IPL-3 finals 5.6, according to overnight rating agency aMap. This is a surprise because the average TVR of IPL-4 matches is 2.6, much lower than the IPL-3s 3.1. Despite record TVR of the final match, most advertisers and media buyers say IPL is losing sheen. According data from TAM sports last week, the viewership of the first 68 matches was 155 million compared to 143 million for the entire event last year. Most media buyers said this was because IPL-3 had 60 matches while IPL-4 had 72 matches due to an increase in the number of teams. The country's largest media agency, Group M, which has some of the biggest clients like Vodafone and LOreal, will become cautious the next season. IPL ratings have been below expectations. The average ratings have fallen 15-20 per cent and the CPRP (cost per rating point) was higher than last year. We have to be a little cautious and will evaluate the 2012 IPL keeping in mind the lack of eyeballs this season, said R Gowthaman, managing director, Mindshare, which is part of Group M. This could prompt big advertisers such as LG, Havells and Vodafone to call for a cut in ad rates, said senior media buyers. The broadcaster, Multi-Screen Media (MSM), had pre-sold 80-85 per cent inventory at Rs 5-5.5 lakh per 10-second spot. It was planning to increase rates to Rs 10-12 lakh for the final. But due to lower ratings, the broadcaster was forced to sell inventory at Rs 7 -8 lakh. The knockout matches had some unsold inventory, said a senior media buyer. MSM President Rohit Gupta said they sold the final inventory for Rs 15 lakh per 10second spot. When IPL-4 kicked off in April, MSM, riding the March World Cup wave, increased rates by 20-25 per cent. The rates were raised 25-30 per cent to Rs 6.25-6.75 lakh when the tournament began. With back-to-back tournaments, there could have been an overdose of cricket. Also, more matches and swap of players between franchises may have diluted some loyalty built up over the previous seasons, said Shripad Kulkarni, COO, Allied Media, the media planning and buying arm of Percept Group.

The 2011 IPL continues to struggle to attract viewers compared to last season, with ratings down 21.99% on average for the first 26 games across

six key markets. The drop was even steeper over the last ten games, with ratings falling by 27.08%. The likely culprits are cricket fatigue and a lack of familiarity with the teams, say media experts The average Television Viewer Rating (TVR), a time-weighted figure which accounts for time spent watching by viewers and the number of viewers, was 4.46 across the cities of Mumbai, Kolkata, Delhi, Bangalore, Chennai and Hyderabad, down from 5.72 in 2010, according to TAM Sports, a division of TAM Media Research, the leading television ratings agency in India. The ratings are the lowest for the first 26 games since the tournament began in 2008. For the 10 games beginning with Pune Warriors beating the Delhi Daredevils on April 17, and ending with Delhi scoring 231 in their crunching defeat of Kings XI Punjab on April 23, the average rating per game was just 4.20. Main reason according to Media Analyst: Pandit expects ratings to pick up again as fans come to grips with all the changes but the ratings will continue to suffer until the semi-finals, saying, "basically, it is overkill and too much of a good thing".

Corruption is another reason which will negatively affect the future prospects of the IPL:

The BCCI has been keen to promote a better image of the money-spinning IPL after throwing out Lalit Modi, the league's founder, last September over graft accusations. The BCCI has registered a criminal case against Modi for the misappropriation of 4.68 billion rupees ($106 million) and he also faces a government probe for financial irregularities. Modi, whose brash

style personified the IPL, left India last year -- and has consistently denied all the charges against him.

COMPETITION: IPL does not face direct competition from any other league due to the huge financial backing and the influence of the BCCI over the ICC and other test member countries. ICL threatened to offer stiff competition, however, warnings issued and bans imposed to and on those who got linked with the ICL resulting in the ICL being crowded out. Any light for the future? Reason for many to earn good money. Ex International cricketers or those who dont make it to the top, have a chance of earning better and being financially better off. A lot of money has been put in and rewards for players, celebrities and industrialist alike are pretty lucrative.

As Sanjay Manjrekar puts it: Players make money off international cricket, but not even close to how much one season in the IPL fetches them

The IPL has its flaws, but no other cricket event in history has created so much wealth for such a large number of players. As a former India cricketer I am glad it is making so many domestic players financially secure. It's up to the other cricket boards in the world, particularly those who can't hope to generate such revenues themselves, to help their players share in the IPL's riches. Conclusion: As long as the international calendar is designed with this fact in mind that over dosage of everything, no matter how good or bad will end up leading to undesired results and as long as the managers are able to strike a balance between an ideal mix of entertainment and cricket while ensuring they arent

going too far in their ambitions, will keep IPL going just fine. The contracts signed ensure it will stay here for at least some more years, the better they manage, the more they get out of it both for them in terms of profit and the fans in terms of good quality entertainment.