Section A, Group 3 Abhishek Dakliya Raghunath Ganti Jitendra Pandey Pavan Kumar P Richa Negi Saurav Gandhi 09P002

09P018 09P026 09P041 09P048 09P052

Prashant Priyadarshi 09P043

FLOW OF PRESENTATION
Understanding the Strategy of IPL The Value Proposition The Implementation and Challenges in implementation Our suggestions

KEY FEATURES OF IPL

0 20-20 format cricket tournament. 0 Promoted by the BCCI and backed by the ICC 0 Conceived on the lines of the English premier league 0 The idea behind IPL is to sell cricket as a high involvement

reality show that would appeal to all audiences

0 Unique from a standard cricketing body in that it had a

governing body which was formed to run IPL as a virtual company

IPL Vision and Strategy

0 Vision: make cricket enticing and accessible, and hence

more lucrative and use this to project Indias Global power Status.
0 Strategy: Implement a model that combines cricket and

entrainment
0 very strong value proposition for all stake holders

0 Example of Blue Ocean Strategy and a good example of

value innovation
0 Differentiation AND low cost rather than OR

Eliminate- Reduce- Raise- Create Framework

Need for Patience: watching an 8 hour long ODI or a 5 day long Test Eliminat Match e
Spectator Time Invested: Competes with Movie or a Football Match Emphasis on Classic Techniques: T20 is generally a batsman's game. Reduce Emphasis on Perseverance Emphasis of Athleticism: Fast cricket for young crowd. Pace of the Game: Emphasis on how fast the game carries on Entertainment: Presence of Bollywood Starlets and Cheerleaders City Loyalty: Welcome to new entrants from different state and national tournaments Result based excitement: results within 3 hours

Raise

Create

VALUE INNOVATION
20-20
Spectator Time needed Player Technique needed Emphasis on Patience and Perseverance Entertainment Speed of the game Definite Result Athleticism Exhibition of Loyalty New players success Low Low Low High Low High High High High

One day
Medium Medium Medium Medium Medium High High Low Low

Test
High High High Low High Low Low Low Low

IPL ORGANIZATION AND WORKING

0 Franchisee based system. These franchisee shares

revenues with the cricket board

0 12 cities were identified and were decide that the top 8

highest bid cities would be used for the first 3 seasons

0 franchisees have autonomy to run teams 0 own styles, own sponsors, name the team 0 free to list their teams on the stock exchange.

EXECUTION FRAMEWORK
Know the goals

Acquire resourc es

IPL Implementa tion

Identify the activitie s

Create support strucure

Execution
0 Clear goal and broken down to activities

0 Value proposition made clear to all 0 In terms of Entertainment for spectators 0 Financial Perspective for Franchisee owners
0 Sources and revenue specified
0 Franchisee fee, Player acquisition cost, Stadium Hire Charges and 0 Broadcast rights, Sponsorship, Ticket sales, Other sources

0 All parties buyin 0 Actual event run professionally 0 Event management by IMG World

Marketing Strategies
The below are some of the strategies that the bosses of IPL have employed to pull in the crowd
0 Auctioning of Franchisees 0 Auctioning of Players 0 Cheerleaders 0 Timing 0 Exhibition of Loyalty

Challenges
The major issues were:
0 Security and logistics issue 0 Media rights problem, 0 Disputes over tickets money and ticket sale 0 Players availability 0 Cheerleader controversy

Suggestions- Major Issue

0 The underlying assumption 0 Indias performances in international events play a role in the interest factor of the audience. 0 So if India wins a World Cup then the interest in all forms of cricket is further increased and that will be beneficial for all parties 1. Bring the game to tier 2 cities and develop infrastructure

in these places
0 Address sustainability and improvement at all levels 0 Solve the issue of infrastructure shortage 0 Develop local talent so as to create a larger talent pool.

Other Issues
0 Disputes over Tickets and Ticket Sales. 0 Player availability.

Thank you!