IPL7 Journey

Riding The Brand Wave

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Therefore is a Techno-Marketing company with a core focus on Offline to Online Marketing Automation It captures last mile information of the customer interacting with a brand across all

media platforms and in real-time

It helps Businesses connect to their customers, measure everything about their communication and effectively help close a deal

The core competency of Therefore is Analytics and Reporting systems

Built on a Big Data platform the system is highly scalable and can be integrated with any other technology and platforms

In a nutshell, we provide an integrated platform in order to arrive at an informed decision

IPL7 As a Brand

Indian Premier League (IPL) is one of the most awaited and talked about sports event of its kind

It has made its global presence felt, by making it the most followed league after the English Premier League, in just six years

IPL is the most watched cricket league in the world The cumulative reach of IPL has grown steadily from 101 mn in 2008 to 189 mn in 2014

IPL is where Talent Meets Opportunity It is a tournament where renowned international cricketers come together on one stage & budding Indian players are groomed under their guidance.

Brand Performance League

Along with the cricketing league, a parallel league of Brands is competing for their presence felt. There is a need felt to study the performance of ones Brand in this league

Thus the Branding exercise, involving huge budgets and heavy advertising, can be evaluated in terms of:

Sponsorships and Investments

Brand Exposure during IPL

Brand Engagement with the TGs during IPL

Brand ‘X’ and its competitors in the same event

Association with the celebrities in IPL and its impact on the Brand

IPL7: Event Overview

The 7th season of IPL where 8 teams participated in the game and around 175 players from national and international teams played for their respective teams (franchise) The 1st half of the 60 matches were played in UAE, while the 2nd half including the finals were played in India

7th • Season

8 • Franchise Participated

175

• National and International players

60 • Matches Played

Brand IPL7-Season

Surrounded by many controversies and initial criticism, IPL 7 still manages to retain its Brand valuation to $ 3.2 bn IPL has highest prize money amount in comparison to other Indian leagues

The celebrity studded game has lucrative prize money of $ 4.2 mn

Teams generated a revenue of $1.6 to 4.9 mn in one match whereas the event as a whole has a revenue generated of $ 140 mn

The revenue of IPL is lower when compared to other International leagues

Brand Valuation $3.2 bn

Event’s Prize Money $4.2 mn

Total Revenue $140 mn

Revenue Generated Per IPL Match

$1.6-4.9 mn

IPL7 Brand Wagon

The total value of franchise

brands

$400 mn

Franchise Count

8

Merchandise Market*

$40 mn

110 Sponsors for all Franchise

300+ Advertisers

7th power packed season along with 175 Indian & overseas players More than 300 advertisers Total brand value worth $400 mn Merchandise market worth $40 mn 8 franchises along with 110 sponsors

Top Buys For IPL7

Yuvraj Singh Royal Challengers ₹14CR

Dinesh Karthik Delhi Daredevils

₹12.5CR

Kevin Pietersen Delhi Daredevils

₹ 9CR

Mitchell Johnson Kings XI Punjab

₹6.50CR

Besides this Top 4 players, KXIP has purchased Glenn Maxwell worth ₹6Cr

KKR taken Jacques Kallis worth ₹5.50Cr Overall 158 players sold in IPL7 auction Out of 158 players 104 are Indian players auctioned Highest players buy by Delhi Daredevils with total 23 players

IPL7 Champions

Kolkata Knight Riders

Total Players

21

Total Buzz

8%

Most Visible Brand

The Telegraph

Total Sponsors

5

Overall Brand Value

$69 mn

IPL7 Runner Up

Kings XI Punjab

Total Players

23

Total Buzz

6%

Most Visible Brand

Hindustan Times

Total Sponsors

22

Overall Brand Value

$32 mn

IPL7 Other Teams

Mumbai Indians

Total Players

21 Total Buzz

7%

Most Visible Brand

Kingfisher

Sponsors

21

Brand Value

$72 mn

Rajasthan Royals

Total Players

23 Total Buzz

6%

Most Visible Brand

Amity University

Sponsors

7

Brand Value

$45 mn

Chennai Super Kings

Total Players

21 Total Buzz

32%

Most Visible Brand

Pepsi

Sponsors

20

Brand Value

$72 mn

Sunrisers Hyderabad

Total Players

24 Total Buzz

4%

Most Visible Brand

Kingfisher

Sponsors

14

Brand Value

$25 mn

Royal Challengers Bangalore

Total Players

21 Total Buzz

5%

Most Visible Brand

Kingfisher

Sponsors

18

Brand Value

$51mn

Delhi Daredevils

Total Players

23 Total Buzz

32%

Most Visible Brand

Pepsi

Sponsors

14

Brand Value

$40 mn

IPL7 BUZZ

Franchise Buzz

32% 32%

8% 7% 6% 6% 5% 4%

0%

5%

10%

15%

20%

25%

30%

35%

Chennai Suoer Kings Delhi Daredevils Kolkata Knight Riders Mumbai Indians Rajasthan Royals Kings XI Punjab Royal Challengers Bangalore

Sunrisers Hyderabad

Franchises

Chennai Super Kings

Chennai Super Kings

Chennai Super Kings

Chennai Super Kings

Chennai Super Kings

Chennai Super Kings

Chennai Super Kings

Chennai Super Kings

Chennai Super Kings

Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8

Overall

Franchise Sponsors Buzz

82%

7% 5% 3% 1% 1% 1% 0%

20%

40%

60%

80%

100%

Pepsi Aircel The India Cement Ltd

USHA 7UP Orbit Cables Reebok

Chennai Super Kings

Visible Sponsors: 7 Actual Sponsors: 20

82%

9% 6% 2% 1% 0%

20%

40%

60%

80%

100%

Pepsi Amity University Idea Air India Idea

Delhi Daredevils

Visible Sponsors: 5 Actual Sponsors: 14

45%

32%

14%

5% 5%

0%

10%

20%

30%

40%

50%

Hindustan Times Kingfisher ACC 92.7 Big FM Bookmyshow

Kings XI Punjab

Visible Sponsors: 5 Actual Sponsors: 22

39%

28%

17%

6% 6% 6%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Kingfisher Royal Challenge

Flying Machine

7UP Reebok Ticketgenie.in

Royal Challengers Bangalore

Visible Sponsors: 6 Actual Sponsors: 18

Franchise Sponsors Buzz

30%

17%

9% 9% 9% 9%

4% 4% 4% 4%

0%

5%

10%

15%

20%

25%

30%

35% Mumbai Indians

Visible Sponsors: 10 Actual Sponsors: 21

48%

33%

14%

5%

0%

10%

20%

30%

40%

50%

Amity University Kingfisher Jaipur Cricket Private Ltd

Deakin University

Rajasthan Royals

Visible Sponsors: 4 Actual Sponsors: 7

54%

15% 15%

8% 8%

0%

10%

20%

30%

40%

50%

60%

Kingfisher Red Fm 93.5 SpiceJet 7UP Garnier Men

Sunrisers Hyderabad

Visible Sponsors: 5 Actual Sponsors: 14

68%

25%

4% 4%

0%

10%

20%

30%

40%

50%

60%

70%

The Telegraph Nokia Reebok Rose Valley

Kolkata Knight Riders

Visible Sponsors: 4 Actual Sponsors: 5

Player Buzz

16%

12% 12%

10% 10% 9% 9%

8% 8% 7%

0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

MS Dhoni Glenn Maxwell Kevin Pietersen Virat Kohli Chris Gayle Rohit Sharma AB de Villiers Yuvraj Singh Shane Watson Brendon McCullum

Top 10 Players

Glenn Maxwell

Glenn Maxwell

MS Dhoni MS Dhoni MS Dhoni Glenn

Maxwell

Virat Kohli

Kevin Pietersen

MS Dhoni

Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8

Overall

Amity University

72%

9% 4% 2% 1% 1% 1% 1% 1% 1%

0%

15%

30%

45%

60%

75%

The Hindu Pepsi Sony MAX The Telegraph Sony SIX Hindustan times Vodafone Aircel Amity University Kingfisher

Top 10 Sponsors

Sponsor Buzz

Cricket Country

Cricket Country

Cricket Country

The Hindu

The Hindu

Cricket Country

The Hindu

The Hindu

The Hindu

Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8

Overall

Out of total 117 Sponsors only 41 were visible & got buzz in digital media

Amity University

1% 1% 1%

0.5% 0.5% 0.5% 0.4%

0.3% 0.3% 0.3%

0%

1%

2%

Nokia Idea Times Internet Star Plus Royal Challenge The India Cement Ltd

Coca Cola Jaipur Cricket Private Ltd

Flying Machine USHA

Sponsor Buzz

0.3% 0.2% 0.2% 0.2% 0.2% 0.2% 0.2%

0.10% 0.10% 0.10% 0.10% 0.10% 0.10% 0.10% 0.10% 0.10% 0.10% 0.10% 0.10% 0.10%

0.0%

1.0% Others

11-20 Sponsors

Brand Visibility Index

69 72

45

51

25

40

32

72

8 7 6 5 4

32

6

32

KKR MI RR RCB SRH DD KXIP CSK

0

10

20

30

40

50

60

70

80

Brand Value in mn $ Visibility in %

The Key Players

Sports Personalities

32%

Franchise Brand 22%

Sponsor Brand 18%

Celebrities 5%

Negative News

1%

34%

21%

7% 7% 6% 6% 5% 5% 5% 5%

0%

10%

20%

30%

40%

The Hindu Cricket Country NDTV Indian Express NDTVSports.com IBNLive IPLT20.com Zee News ESPNcricinfo.com Sportskeeda (blog)

Top 10 Sources

The Hindu & Cricket Country distinctively tops the list of source speaking about IPL and related topics

• The Hindu Week 1

• Cricket Country Week 2

• Cricket Country Week 3

• Cricket Country Week 4

• The Hindu Week 5

• The Hindu Week 6

• The Hindu Week 7

• Cricket Country Week 8

Week 8 16%

Week 1 15%

Week 2 14%

Week 3 13%

Week 7 12%

Week 5 11%

Week 6 11%

Week 4 8% Weekly Buzz

Celebrities Buzz

36%

23%

17%

7%

4% 3% 3% 2% 2% 2%

0%

5%

10%

15%

20%

25%

30%

35%

40%

Gauri Khan Shahrukh Khan

Preity Zinta Shilpa Shetty Mukesh Ambani

Subrata Roy Juhi Chawla Nita Ambani Katrina Kaif Aamir Khan

Gauri Khan tops the list of celebrities with SRK at 2nd position

1st ever Indian sports league

Has undergone many marketing and Brand building exercises

Along with its 8 participating teams, IPL event on the whole has built its own Brand

New Brands in the form of the teams have become household names. They were non-existent before. This has given birth to a business opportunity that all possible sectors are cashing in on

From its unique IPL tune to various advertising campaigns every season, IPL has made its separate positioning in the minds of its Prosumers

Its audience is spread all around the globe

IPL the Brand Game

Brand Performance League

The 1st season of IPL saw over 100 advertisers with over 150 Brands on air with the tournament on TV

The number of advertisers has kept increasing ever since, including the various endorsements to the on ground advertising

Advertisers look at IPL as a Strategic Marketing Initiative More and more Brands are willing to be associated with the league for various marketing initiatives like: impact, continuity, reach or frequency

Every visible part of the IPL player’s attire is taken up by a Brand

From being a principle team sponsor to some other associations, Brands are only adding to the cluttered competition.

This association should be evaluated beyond the exposure it gets on ground

Introducing BuzzAngles

The Digital world has given rise to a new breed of influencers, opinion leaders, critics or in some cases just a voice wanting to be heard. It is a complex world and most times replete with jargon or terms which are not easily understood. Having said that, brands are built or (sometimes) destroyed overnight as opinions or experiences are floating freely for anyone who is willing to lend an ear.

In order words the digital world is a necessary evil and listening, tracking and most importantly measuring the impact on the brand has become very crucial and complex at the same time. Making sense out of the data on a common platform is also a huge challenge.

BuzzAngles focuses on measuring what is relevant along with detailed analytics on the brand. It keeps you informed about the dynamics of the digital medium, by Monitoring, Capturing and Analyzing the information. It delivers knowledge that can be visualized and represented via web application and mobile app keeping your focus only on decision making.

BuzzAngles

BuzzAngles intends to come out with periodic reports focusing how the Brands sponsoring IPL are mentioned in the Digital Space The Digital PR

Blogs

Social Media

The report will focus only on the Brands visibility, the way it is perceived in this Digital Space

To know about BuzzAngle Platform Click Here

Get more updates

Email us on: info@thereforeindia.com

Get to know more about IPL and other Brands in IPL

Log on to: ww.buzzangles.com

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