CBBE Model of NBA India

Presented by:

Maulee Desai

Utsav Thakkar

Ashal Vyas

Kevin Kovadia

“Join the saffron league”

“Tall Dark and Handsome”

INTRODUCTION

• Men’s professional basketball league in North America

• Founded in 1946 in USA

• Inaugural season : 1946-47

• Number of teams: 30

• Official website: www.nba.com

• Basketball started in 1930

• First Indian National Championship : New Delhi, 1934

• Formation of BFI: 1950

• Number of championships at different levels

• Master Prithvinath Memorial, Don Bosco Invitational Tournament, Ramu Memorial Tournament

BASKETBALL IN INDIA

IMG Reliance joint venture

• In India, IMG has formed a joint venture with Reliance Industries, India’s largest company, to develop and own sports, fashion and entertainment properties.

•The 30 year deal sees IMG Reliance take control of the game launching a league, controlling merchandise, developing infrastructure and other commercial aspects in this new development.

• The National Basketball Association (NBA) and the Mahindra Group, announced a partnership to launch a new multi-city community-based recreational basketball league.  

• The new league for boys and girls ages 14 and up will tip off in Bangalore, Ludhiana and Mumbai, in collaboration with the Basketball Federation of India (BFI).

•At the moment the NBA are not involved with the joint venture, but IMG is willing to work with the NBA who already run recreational leagues in India with another leading Indian business, the Mahindra Group.

NBA and Mahindra Group

CBBE MODEL- NBA INDIA

• Sports Industry• Professional Basketball League

BRAND SALIENCE- NBA INDIA

Category Identification Needs satisfied

BRAND PERFORMANCE- NBA INDIA

• Premier men’s basketball league in world• Mahindra NBA Challenge in India• Working on grass root levels to promote game• 100 basketball courts in five years • Connecting Indian basketball with mainstream• Promoting India as sporting nation• Professional opportunity to Indian Players

Primary Characteristics Secondary Features Reliability Service effectiveness Empathy Style and Design Price

• Sale of NBA Merchandise in India• Tie-up with Adidas• 200 NBA shops • Visits of NBA stars : Nearly 15 NBA stars have visited India• Arena Tickets• Sports Enthusiastic• Basketball Enthusiastic• Best paid athletes , by average annual salary per year

BRAND IMAGERY- NBA INDIA User Profile Purchase & user situation Personality & Values History, Heritage &

experience

• Spread over the world• 85% of players are non USA players• Professional level basketball• International standard arenas• Thrilling matches• One of the largest basketball association

BRAND JUDGEMENTS- NBA INDIA Quality Credibility Considerations Superiority

• Fun• Exciting• Competitive

BRAND FEELINGS- NBA INDIA

Excitement Social Approval Warmth Fun

• Club Loyalty• Club Merchandise• Following successful players on facebook, twitter

BRAND RESONANCE- NBA INDIA

Loyalty Attachment Community Engagement

Basketball