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Presentation on
Communication Strategy
of
IPL
Presentation by: Saikat Bhowmick
DM14B35
Core Marketing
Communication Strategy
The 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
Strategic marketing ipl
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

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Strategic marketing ipl

  • 1. Presentation on Communication Strategy of IPL Presentation by: Saikat Bhowmick DM14B35 Core Marketing
  • 2. Communication Strategy The 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.
  • 3. 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
  • 4. • Social Media • Facebook • Twitter • Youtube • Television Commercial • Pepsi • Vodafone • Goibibo • Gems • Yesbank • Newspaper Advertising
  • 6. 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
  • 7. Sales promotion • 15% discount on IPL 8 tickets • 50% discount On Pepsi IPL 8 tickets Rs. 2100 Rs. 9000
  • 8. Public relations • Max announces "bigger and better" Extraaa Innings T20 • IPL team CSK to release comic book series featuring team members
  • 9. 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