Presentation onCommunication Strategy

ofIPL

Presentation by: Saikat Bhowmick

DM14B35

Core Marketing

Communication StrategyThe Marketing Communications Mix is the specific mix of advertising, personal selling, sales promotion, public relations, and direct marketing a company uses to pursue its advertising and marketing objectives.

• Advertising - Any paid form of non personal presentation and promotion of ideas, goods, or services by an identified sponsor.

• Personal selling - Personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships.

• Sales promotion - Short-term incentives to encourage the purchase or sale of a product or service.

• Public relations - Building good relationships with the company’s various publics by obtaining favorable publicity, building up a good "corporate image", and handling or heading off unfavorable rumors, stories, and events.

• Direct marketing - Direct communications with carefully targeted individual consumers to obtain an immediate response and cultivate lasting customer relationships.

About IPL 2015

Dates 8 April 2015 – 24 May 2015

Administrator(s) BCCI

Cricket format Twenty20

Tournament format(s) Double round robin and playoffs

Host(s)  India

Participants 8

Matches played 60

Official website iplt20.com

• Social Media

• Facebook

• Twitter

• Youtube

• Television Commercial

• Pepsi

• Vodafone

• Goibibo

• Gems

• Yesbank

• Newspaper

Advertising

Personal selling

Using celebrities – Shahrukh Khan, Priety Zinta, Hrithik Roshan

Owners of the Team :

Mumbai Indians : owned by Reliance Industries : Loss 16 Crore – Reliance Industries did not emphasize too much of personal selling and hence was not a very popular team.

Kolkata Knight Riders - Shahrukh Khan, Juhi Chawla Mehta and Jai Mehta (Red Chillies Entertainment) : Net Profit – 13 Crore – The team was a star even though it lost due to the personal approach given by Shahrukh Khan towards his team and the enthusiasm which made it a star team

Kings IX Punjab – Preity Zinta : Net Profit 19 Crore – The team almost won the first Indian Premier League and was a very popular team mainly because of the star presence of Preity Zinta in each match of the team. Personal selling

Sales promotion

• 15% discount on IPL 8 tickets• 50% discount On Pepsi IPL 8 tickets

Rs. 2100

Rs. 9000

Public relations

• Max announces "bigger and better" Extraaa Innings T20

• IPL team CSK to release comic book series featuring team members

Direct marketing

• 14 matches of IPL 8 were sampled by 145 million unique viewers.

• Time Spent by Viewers per match was 49 Minutes and 4 Seconds; which is 17% more compared to IPL 7

• Average TVT (transmissible venereal tumour) showed a growth of 31% for IPL 8 compared to IPL 7. 14 matches of IPL 8 garnered 4.1% Avg

• TVR which was 30% more compared to its previous edition

• 54% of the All India Universe tuned to watch IPL 8 matches

Thank You