Project Report On

Management Lessons From Indian Premier League (IPL)

Submitted By

RIYAZUDDIN CHOUDHARY S.Y. BMS Sem-4th

Project Guide

Prof. SONI KHEMANI

University of Mumbai

Ramniranjan Jhunjhunwala College Ghatkopar (West) Mumbai:- 400086

Declaration
I,RIYAZUDDIN CHOUDHARY student of S.Y. BMS of Ramniranjan Jhunjhunwala College, Ghatkpoar (West), Mumbai 400086 do hereby declare that I have Completed the Project Work title Management Lessons From Indian Premier League as a part of my academic fulfillment. The Information contained in this project work is true and original to the best of my knowledge and belief.

Date: __________

Signature of the Student: __________

Certificate
I, Prof. SONI KHEMANI do hereby certify that Mr. ,RIYAZUDDIN CHOUDHARY student of S.Y. BMS (2011-2011), of Ramniranjan Jhunjhunwala College, Ghatkopar (West), Mumbai 40086 has completed the project work on Management Lessons From Indian Premier League as a part of my academic fulfillment, under my guidence.

The Information contained in this project work is true and original to the best of my knowledge and belief.

_____________________ Signature of Project Guide.

_________________ Signature of Principal.

Acknowledgment
Written words have an unfortunate tendency to convert genuine gratitude into stilted formality. However, we feel this is the best way to express our appreciation.

Working o the project for has been as incredible experience and learning for me. For this very wonderful experience I would like to thank Prof. SONI KHEMANI (Project Guide) without whose cooperation and support working on this project would not have been so interesting and possible.

The acknowledgment in one way where I can actually thank people who have been instrumental in the making of this project. Without their help and guidance it would be a very difficult task for me to try and plan this project and actually make it.

____________________ Signature of the Student (Riyazuddin Choudhary)

Index
Chapter No.
1

Contents
Introduction to India Premier League

IPL a Billion Dollar Brand

Teams Of Indian Premier League

Sponsorship

IPL: A lessons in Marketing and Branding

Chapter:- 1
Introduction to India Premier League

Introduction to IPL

The Indian Premiere League:

Cricket has always been like a religion for this country. It is seen as more than just a game. The players are considered as demigods and literally worshiped. The Twenty20 format of cricket created history. After the Twenty20 format of cricket was introduced to the world, cricket has just been overflowing out of everyone's ears, its all about cricket. Indian Premier League's origin is quite interesting. It all started when Lalit Modi, the Vice President of the Board of Cricket Control in India (BCCI) envisioned the Indian Premier League. It is created along the lines of club football in Europe, specifically the English Premier League. IPL has been launched in response to the rebel Indian Cricket League (ICL) launched by Zee Group. The DLF Indian Premier League is an amazing occurrence in whole of cricket history. The Indian Cricket Board approved it a few months back. It is seen as a very good opportunity as far as the entertainment industry is concerned. The format of Twenty20 cricket has emerged as a phenomenon after the Twenty20 World Cup was won by India and since then people have been totally immersed into it. There is no doubt where the Indian Premier League is headed, as far as viewership and profits for everyone associated with it is concerned. There was instant buy-in multi screen media paid no less than $1.2 billion (around Rs. 5,800 crore) for ten-year television broadcast rights. Advertising revenue generated by IPL 2 held in the year 2009, were reported to be 50 percent higher than IPL 1. Multi screen media should rake in a profit of Rs. 1,000 Corer over the ten year period of its contract.

Where IPL has scored is the simplicity of the format of eight teams from last three season's but in the fourth season of the IPL they have added two new teams and each teams has its franchises, play against each other in matches that starts at 6:30 or 7:00 PM and last just under the four

4
hours some matches were have been conducted at the time afternoon that is 2:00.While almost all India of top cricketers have found a place in the teams, the big money has lured international players as well.The Indian film stare have been roped in to add the glamor in the Indian Premier League Like:Akshay Kumar :- Delhi Daredevils Hrithik Roshan :- Mumbai Indian's Katrina Kaif :- Royal Challengers Bangalore Some film stares have invested in the franchises, Shah Rukh Khan :- Kolkata Knight Riders Preety Zinta :- Kings XI Punjab Shilpa Shetty :- Rajasthan Royals

Chapter:- 2
IPL A Billion Dollar Brand
Modelled on the lines of the English Premier League by the Board of Control for Cricket in India (BCCI), it was positioned somewhat like a reality show - more entertainment than cricket complete with cheer girls, dugouts and on-field interviews. There was instant buy-in. Multi Screen Media paid no less than $1.2 billion (around Rs 5,800 crore) for ten-year television broadcast rights. Advertising revenues generated by IPL 2, held in April 2009, were reported to be 50 per cent higher than IPL 1. Multi Screen Media should rake in a profit of Rs 1,000 crore (Rs 10 billion) over the ten-year period of its contract. Where IPL has scored is the simplicity of the format - eight teams, each a franchise, play against each other in matches that start at 6.30 or 7 pm and last just under four hours. While almost all of India's top cricketers have found a place in the teams, the big money has lured international players as well. BCCI hasn't really needed to do much to create the buzz in a cricket-crazy country, though cheer girls have added to the glamour. The team owners, for their part, haven't cut corners, splurging on television spots, hoardings and even DVD s. And they've tried to create loyalty by selling merchandise - lassi tumblers, mugs, badges, jerseys, caps, shoes and T-shirts - much of it available on eBay. Team websites have chronicled every happening.

Chapter:- 3
Teams Of Indian Premier League

Teams Of Indian Premier League

Royal Challengers Bangalore:
This team representing the City of Bangalore in the Indian Premier League which is owned by the liquor magnate Mr. Vijay Mallya, the chairman of UB group and was promoted by superstar actress Katrina Kaif. Charu sharma is the CEO of the team and the New Zeland Captain is the Leader of the team and coached by South African Coach Ray Jennings and the former Indian team member Mr. Venkatesh Prasad as the bowling coach. The total cost of the Team is Approximately 115.8 millions.

Chennai Superking's:This Team is Chennai based franchise of the Indian Premier League which is lead by the current Indian Captain Mr. Mahendra Singh Dhoni and coached by former New-Zeland Captain Mr. Stephen Fleming. The team is owned by India Cements who paid approximately US $93.00 Million to get the right of franchise for the next 10 years. The company is managed by Mr. Srinivasan, vice chairman and Managing Director.

Delhi Daredevils:It is the Delhi franchise for the Indian Premier League in cricket. The franchise is owned by the GMR Group which in leaded by the Indian opener Virender Sahwag, who is also the designated Icon Player for the franchise. This team is promoted by the Bollywood superstar Mr. Akshay Kumar who is the brand ambassador of the team & the team cost is $84.00 millions.

Chargers Hyderabad:Hyderabad Deccan Chargers known in short as DC or 'Chargers' is a cricket franchise that represents the City of Hyderabad in the Indian Premier League. They won the Second season held in South Africa in 2009. For season 4 of the IPL the team was led by Kumar Sangakkara first and later by Cameron White and coached by Darren Lehmann, former Australian Test and One-Day Cricketer. There were reports suggesting a buyout of the franchise by Gujarat based Adani Group for a sum of $300 million, almost three times the value the team was purchased for initially.

Kings XI Punjab:Kings XI Punjab is a cricket franchise based in Mohali, Punjab in the Indian Premier League. For the IPL3, an additional venue has been chosen at Dharamsala. This team was previously leaded by former Shree Lankan Captain Kumar Sangakar but after the IPL three when the changes occurs in the tournament the leadership also has been change and now it is leaded by former Australian Cricketer Adam Gilchrist and coached by Tom Moody the former Australian All rounder. The Team is owned by Indian Bollywood star Preity Zinta, Ness Wadia of Bombay Dying and Karan Paul of Apeejay Surendera Group and Mohit Burman (Dabur). and the whole team cost is almost $78.00 Million.

Kolkata Knight Riders :Kolkata Knight Riders is the franchise representing Kolkata in the Indian Premier League, a Twenty20 cricket tournament. Which was leaded by the former Indian Captain Sourav Ganguly in first three Season but during the fourth season of the IPL some Controversies have been came into existence and he removed from the team by the owner Mr. Shah Rukh Khan. Now it is leaded by the Gautam Gambhir who is the one of the Icon player of the Indian Team and coached by former Australian Coach Mr. John Buchanan. The total team cost is approximately $78.00 Million.

Mumbai Indian's:Mumbai Indians , is a franchise cricket team representing Mumbai in the Indian Premier League. The team is one of the Eight founding members of the IPL in 2008. Mumbai Indians are currently led by Sachin Tendulkar, who is the Icon Player for the team and is coached by Robin Singh. The team is owned by India's biggest conglomerate, Reliance Industries, through its 100% subsidiary India Win Sports. Mumbai Indians is ranked no.2 in IPL with a brand value of $57.13 million in season four of IPL after Chennai Super Kings(who are the no.1 with brand value of $70 million).

Rajasthan Royals:Rajasthan Royals is an Indian Premier League franchise based on the city of the Jaipur captained and coached by former Australian leg-spinner Shane Warne. They were the champions of the inaugural edition of the Indian Premier League. In 2010,they were terminated by the BCCI for a brief period for violations in agreement but was allowed to play in the league soon after the Board lost the case in the Supreme Court. It made a per-tax profit of $7.5 million in 2009.

Team anthem and Mascot The team's mascot is a Lion named Moochu Singh The team anthem, 'Halla Bol' is sung by Ila Arun.

Kochi Tuskers Kerala:

Kochi Tuskers Kerala is a franchise cricket team that plays in the Indian Premier League (IPL) representing the City of Kochi, Kerala. The team was one of two new franchisees added to the Indian Premier League (IPL) for the 2011 season, alongside the Pune Warriors India. The team franchise is owned by Kochi Cricket Pvt Ltd., which is a consortium of multiple companies. The auction for expanding the initial eight franchises for the Indian Premier League was held on March 22, 2010. The cities involved in the auction were Pune, Ahmedabad, Kochi, Nagpur, Kanpur, Dharamsala, Visakhapatnam, Rajkot, Cuttack, Vadodara, Indore and Gwalior. Two new teams were selected out of 12 teams, which bid for 2011 IPL matches. Sahara Group made the highest bid in the auction and chose to base its team in Pune, at the cost of 1,702 crore. Rendezvous Sports World made the second highest bid of 1533.32 crores, and elected to base its team in Kochi. The Team was leaded by the Shree Lankan Batsman Mahela Jayawardene and coached by former Australian Player Geoff Lawson who was the cocah of Pakistan team during the First T-20 World Cup which was won by India by defeating Pakistan in the final At South Africa.

Pune Worriers India:

Pune Warriors India is a franchise cricket team that plays in the Indian Premier League (IPL) representing the city of Pune, Maharashtra. The team was one of two new franchisees added to the Indian Premier League (IPL) for the 2011 season, On 21 March 2010. Sahara Adventure Sports Limited made the winning bid of $370 million for the Pune franchise. The bid is the highest bid by any company in the short history of IPL which is leaded by the Yuvraj Singh who is one the Icon Player of Indian Cricket team and in the world also and was coached by Geoff Marsh who belongs from Australia. During the 2010 franchise auction for two new Indian Premier League teams, Subrata Roy of Sahara Group purchased the Pune IPL team. 2011 Indian Premier League by defeating Kings XI Punjab and Kochi Tuskers Kerala at home. On 3 May 2011, the Pune Warriors selected Sourav Ganguly

Chapter:- 4
Sponsorship Sponsors Of IPL

Chapter : 5
DLF IPL A lesson in Marketing and Branding
Marketing
One can legitimately claim that an IPL is the best example to learn the marketing as it has not left a single mod of promoting and positioning the service product for the cricket fans. Cricket is a religion in India and IPL is a Prasad to an Indian Cricket worshipers. Not only Indians but through out the world the game has been promoted. Some of the marketing strategies are mentioned below.

Auctioning the Franchisees:- the first step of giving franchisees to

some big guns in India like Mukesh Ambani, Shahrukh Khan, Vijay Mallya and the likes, which fetched huge public attention and helped creating curiosity in their minds.

Auctioning the Players participating in the IPL:- BCCI has not any
let any marketing strategy go down they announced the amounts for players by asking a bid by some sponsors, players like Mahendra Singh Dhoni,S.Shrisanth, R.P.Singh, Sachin Tendulkar, Sourav Ganguli, Rahul Dravid called for a huge amount, that eventually gave the IPL a publicity stunt.

Cheerleaders:- one cant deny the fact that cheerleaders are one of the
most important factors influencing the people to come watch the game. Advertisements:- Advertisements on various TV and radio channels.

 Worldwide Telecast:- the broadcasting rights were given to various TV

channels across the world. The names of some channels and the amount involved would be shown in the table ahead.

Timing:- time selected for the game is in the evening so that people can
have a great entertainment after the hectic experience in the offices.

ICL:- the rival ICL had been one of the reasons for the publicity and
emergence of IPL. People started comparing the IPL & ICL that caused the huge publicity for the IPL. Live concerts like one show by Hariharan before Chennai and Mumbai Match.

Branding
IPL acts as a lucrative place to promote one's brand & also positon it in a better way. IPL is a place where a marketer can easily target a large group of people cost effectively, inside the stadium as well as those who are watching the televisions & listening to radio's. Moreover it opens gate way for merchandisers & make it easy for them to market their products.Thus, in one shot companies can get their returns back but marketers should be careful what strategies they should use to promote their brands/products.

Conclusion
The whopping success of IPL has not only ensured that teams like Jaipur,Kolkata and Mohali are likely to break even in the first year itself, but also transformed the fortunes of its telecaster Sony Set Max. The biggest gainer,though, is arguably BCCI which is projected to rake in a profit of Rs 350crore from IPL in the first year itself. This would be more than BCCI's profit of Rs 235 core for all of 2007. In all, IPL will bring revenue of Rs 1,200 corer year into cricket, more than double the government's entire sports budget of Rs490 corer. The Set Max channel's revenue market share has risen from a per-PL level of 5.7% to 28.8%. Its share of prime time has gone up to 29%, higher than the cumulative market share of the top nine Hindi general entertainment channels. From next year, Sony is projected to gross about Rs 650 corer in advertising revenue for about 45 days of IPL, which would be 7% of the entire estimated TV ad revenue of around Rs 9,000 corer for the whole year. Ad rates for 10-second spots, which were at Rs 2 lake per 10 seconds at the start of the tournament, have climbed rapidly to Rs 5 lakh and look set to rise further to Rs 10 lakh for the final, says the report. This would be even more than the Rs8 lakh per 10 second rate for the nail biting T20 World Cup final between India and Pakistan last year. IPL's success has also rubbed off on the franchisees. According to the report, teams like Jaipur, Kolkata and Mohali, which have not spent much on franchisee fees, are likely to break even in the first year itself. From this we can conclude that IPL is now a global event and it has taken cricket to the next level. Some of the critics criticism IPL. They say that players are not playing only for money and when players playing in IPL matches they don't feel that they are playing for the country. In spite of having some negative point of IPL, there are many advantages. So looking at positive side we can say that IPL is becoming a global event. Now Indian economy is growing at a rapid pace, so much that people from allover the world are now looking towards India.

Bibliography
Websites:

http://www.iplt20.com/ http://en.wikipedia.org/wiki/Indian_Premier_League http://1cric.com www.espnstar.com/cricket/

Magazines
Businesses India Sports Time

News Papers
The Times Of India The Economics Times Indian Expression The Financial Expression