Consumer Behavior
Was IPL well marketed?
Great lakes Institute of Management
PUSHPITA SAROJ
FT174060
Introduction
IPL was propelled by Lalit Modi , who wanted to begin a domestic cricket association in India
and was begun comparable in lines to the EPL(English Premier alliance). His undertaking was to
select right arrangement of players of every group and make right arrangement of motivational
levels. His job was to ensure that IPL becomes a permanent part of the Indian cricket landscape.
IPL was launched in 2008 as a competitive response to Indian Cricket League. . Due to issues the
tournament was held in South Africa in 2009. The first 2 editions had 8 teams.
Selection Procedure
Modi started IPL on the America styled franchise-system base for hiring players where each
franchises were put to auction. The highest bidder gets the rights to own the franchise
representing each city. The process is shown below:
SWOT analysis before launching IPL
Strengths
T20 based. Fast-paced and exiting, appealing as a mass sport like football.
Appealing to mass spectator as well as TV audience.
Unified sport leads to revenue maximization.
Weakness
Damage to the original game.
Some teams could overprice their sponsorship to maximize short term returns.
Stakes will be too high. Possibility of spot fixing.
Opportunities
High potential mass audience. Very attractive for advertising communications
Heavy price discrimination can be achieved as per pay ability.
Huge opportunity for merchandising and other sales services on ground.
Target young people to gain long term fan base.
High TV revenues.
Threats
If the level of competition falls revenue may fall.
If fan base doesnt generate revenue it will be difficult to pay player and other salaries.
Revenues will come from highly supported teams and not the highly priced teams.
Indian attitude towards Cricket before IPL was launched
Indian cricket is seen by the general population as a national organization. At the end of the day,
its ascent and the ascent of India is seen as one and the same. For instance, Sachin Tendulkar is
not only observed as a remarkable cricket player but rather the nation finds in his prosperity a
case of their prosperity and in his conduct a case of their best selves.
In Modi's own estimation, "To the extent diversion was concerned, just two things mattered to
Indians: Bollywood and cricket."
In 2006, the Asian Times discharged a report saying that The World Cup has sent cricket-crazed
Indians into a soccer furor. The article went ahead to note that ladies, who were representing a
developing mass of soccer and cricket viewers in India, were losing enthusiasm for cricket.
Through laddering it was observed that they like soccer in light of the fact that the men who play
the game are solid, fit, forceful and much good looking than the ones who play cricket .
Statistical surveying by the ECB recommended that a shorter, all the more engaging rendition of
cricket may speak to a more extensive group of onlookers. Twenty20 cricket was situated as a
"flawless mix of games and stimulation." It highlighted uproarious music, artists, team
promoters, and wired-up players giving editorial on the diversion as it was being played. Cricket
idealists laughed at the contrivances and felt that T20 was a crime.
Thus, the idea of IPL was borne which was a flawless mix of diversion compressing the crevice
amongst Bollywood and cricket.
According to the matrix (Attitudinal aspect Vs Behavioral aspect) based on consumer reactions
in India the population can be segmented according to the gender where in youngsters are a
majority in watching IPL, followed by middle aged men, followed by women and the rest, the
switchers.
Success Factors
The tournament was held in April during summer vacation in the evenings.
Even when the tournament moved to South Africa, the timings were not changed.
The IPL was positioned not merely as cricket, but as cricketainment. Due to this perfect
amalgamation, the non-cricket lovers also started following cricket because of its
Entertainment Quotient. Also, it was marketed as a family thing. Max came up with a
wonderful concept in the form of an advertisement which placed IPL as Manoranjan Ka
Baap
IPL also managed to include in its ticket price and in its advertising slot rates, value for
experience . The Bollywood stars, DJ on the ground, the cheerleaders, the involvement of
a fan for the toss, winning signed match balls, getting to play lots of other competitions
all facilitated experience.
Innovative features for the Sponsorship partners were [Link]
maxi and Karbonn catch became household names. All the ad campaign
acted as a medium to get IPL back to India and position it in the mind of Indian audience
as an event which is truly Indian in nature.
The IPL explored the possibilities of the alliance of T20 with the world of entertainment
thus bringing a closure to the needs of the consumers who were bored with drawn Test
matches or soap operas.
New channels of advertisement were used. Screening of IPL matches in movie halls, The
use of social media-Twitter , YouTube live streaming channel , Online fan club -
[Link],Banner ads, Wikipedia page ,Official site ,Online booking for
all matches
Consumer Behavior and IPL marketing
As to make an item or administration advertise a win it is essential to shape the basic attitude and
along these lines conduct. attitude drive behavior
States of mind are framed in view of the three speculations:
Established molding Attitude about IPL is framed throughout the years by consistent mentoring
and presenting the purchasers to its properties.
Instrumental molding This is not purposeful, but rather because of some reason if the buyer
tries some new item other than IPL and builds up a great or unfavorable mentality, which
establishes the framework of future reinforcing of disposition.
Subjective learning hypothesis This is like established molding, with a distinction that it is
connected with learning through mental handling and assessment, experience of
utilizing/viewing the IPL item over a timeframe.
Considering Fishbein model and forgetting the state of mind towards attitude part, there is
subjective standard which is the discernment and conviction of others about the expectation or
conduct that are near the purchaser. On account of IPL, the references and social norms often
strike harmony and henceforth social norms assume a noteworthy part in affecting the purchaser.
Peer endorsement and social standards as managed by a man's neighbor, for instance, impact
him/her to spend on these memorabilia and game them gladly as an identification of his/her
backing to a specific group.
In 'Overseeing what shoppers gain as a matter of fact' by Stephen J Hoch and John Deighton, the
creators propose a structure of four phases - guessing >Exposure->encoding->Integration - with
three directing components - commonality to learn, inspiration to learn and the vagueness of the
data environment - to catch what purchasers gain from encounters. IPL by its exceptionally plan
offered a high contribution experience to the client. Buyers then attempt to minimize their
dissonance as under exertion avocation worldview in the wake of spending a decent arrangement
of cash for watching the diversion on the cricket field or investing quality energy before the TV,
the human conduct has a tendency to legitimize that its advantageous to do as such though it
won't not be right. Customers keep away from circumstances where they may get contrary
criticism about the IPL and get themselves amongst individuals who have a positive picture
about the idea and laud it.
Conclusion
IPL was energizing to the centre and guaranteed boundless fun and excitement which gave
enough incitement to buyers over the OSL range. Everybody had something to pay special mind
to. The build-up was made months before the genuine competition and the development was
expanded to come full circle in the competition's inaugural service. IPL was a finished bundle
with perfect measure of cricketing activity and excitement. Quick games have dependably been a
hit with the game fans the world over. Football constantly held a high ground over cricket
because of the brevity and reduced bundle of the diversion. Cricket was generally a one-day
issue until T20s went to the fore and it was a moment hit. IPL gained by this current shopper's
developing craving for [Link] as a brand was seen as Exciting and Innovative. Never before
was a residential competition promoted or displayed like IPL. It was new on idea and gave finish
family amusement. IPL demonstrated a great deal of cricket idealists off-base. IPL conveyed
what it guaranteed to. The matches were all high scoring and numerous went up to close nail
gnawing thrillers. It is one of the wealthiest alliances in the world. It is a highly fabulous
occasion Bollywood and Indian business class were included with the IPL.
The IPL was to a great degree very much showcased however not as a cricketing occasion. In a
way, without a center competency, it may battle to discover its balance over the long haul.
The normal TVR has gone down yet the fan base has expanded each year. The normal TVR
getting lower could be clarified by the way that the underlying rage of taking after all the
matches has gone down and individuals get a kick out of the chance to just take after the
groups/players they like. The debates may turn out to be the destruction for IPL. At that point
there are ever existent dangers like the "Match Fixing" or the "Spot Fixing" claims. Additionally
the circumstance with banning of groups and constantly cleaving and changing of principles and
groups may adversy affect IPL.
References
Columbia Buisness School -The Launch of the Indian Premier League
Will crickets new czars make money? Shamni Pande and Tejeesh N.S. Behl Business
Today 14th May 2008.
IPLs economics demystified, Ram Tamara and Michael Maloney Business Today 14th
May 2008.
In 'Managing what consumers learn from experience' by Stephen J Hoch and John
Deighton
