Indian Premier League's Operating Model - Marketing Cricket to the World

            
  
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Case Details:

Case Code : MKTG236
Case Length : 18 Pages
Period : 2007-2009
Pub Date : 2010
Teaching Note :Not Available
Organization : Indian Premier League
Industry : Entertainment
Countries : India, South Africa

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.



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Excerpts Contd...

Brand Valuation

The UK-based brand valuation consultancy firm - Brand Finance Plc - valued the IPL enterprise at US$ 2 billion. Brand Finance's method of valuation was based on several revenue sources like broadcasting, IPL sponsorship, team sponsorship, merchandising, gate receipts, effect of performance, catchment population of the city, capacity of the stadium, and presence of iconic players in the team...

The Road Ahead

In November 2009, IPL announced that it would add four more venues for Season 3 to be held in March 2010. IPL also planned to add two more teams in its Season 4 to be held in 2011.

 Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

Besides, it announced other changes like increasing the number of fielding substitutes from one to four, using pink balls during practice matches, and adopting an one over eliminator in case of a tied match...

Exhibits

Exhibit I: Visuals of Karmayudh Campaign
Exhibit II: Visual of IPL Advertisements
Exhibit III: Visual of 'Heat is Coming' Campaign
Exhibit IV: IPL 2009 Street Carnival Visuals
Exhibit V: Visual of 'Heat is On' Campaign
Exhibit VI: IPL 2008 Points Table
Exhibit VII: IPL 2009 Points Table

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