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• Kolkata Knight Riders (KKR) is the franchise representing Kolkata in the Indian Premier League, a Twenty20 cricket tournament. • UK based brand valuation company suggests , Kolkata Knight Riders (KKR) are ranked as the second most valuable franchise brand at US$42 million. • Bought by Bollywood actor Shahrukh Khan's Red Chillies Entertainment in partnership with Juhi Chawla Mehta and her husband Jay Mehta for a price of USD 75.09 million.
• KKR are easily the most successful franchise in the IPL, achieving a profit of Rs. 13 crores.
• KKR is the only team other than RR that does not have associated Brands ! • KKR sponsors are HDIL and Belmonte. Shah Rukh Khan. • Reebok is the merchandise sponsor for the team. Nokia and Matrix second Title sponsor. . • Sprite. • The Telegraph (Kolkata) and Tag Heuer are associates sponsors.• This is solely due to the efforts of the advertising maestro.
• The KKR logo is the flagship symbol of KKR‟s IMC campaign. • Black stands for the „courage of Maa Kali‟ and Gold stands for the „spirit of winning‟.Logo • The logo of the team consists of blazing golden Viking helmet against a black background with the name of the team written in Gold. • This design became one of the most recognized Franchisee Brand logo during the IPL. .
• Hoog lee Comics were also released to attract young viewers of age 8 to 12. . • Hoog Lee is “A lazy royal Bengal Tiger who loves to eat Burgers”.better than any Lee in the world.Mascot • Mascot name Hoog Lee .
• Video was released on Television channels and Internet. and will be graced by voices and compositions of Usha Uthapp and Bappi Lahiri.Team Anthem • Main theme anthem is “Korbo.Shekhar.e We will do it. fight for it. famous Bollywood composers. Lorbo. Jeetbo Re” i. • Presented as team‟s motto. . win it ! • Composed by Vishal . • A KKR music album is expected shortly. and had a touch of Bengal in it.
.Print Media • Print ads were generally in collaboration with Sponsors.
They generally show the strength of the team build team loyalty. .TV Commercials • A series of interesting and catchy commercials are released every season.
TV Commercials as Surrogate Advertising KKR leverages itself in the ads of associated brands as well. TENSION MAT LE YAAR CAMPAIGN WITH NOKIA .
• Tie up with Nokia. • Huge demand of Merchandise among Fans and KKR loyals generated a lot of revenue as well. distributed free merchandise as promotional offer for those who purchased a Nokia cell phone during IPL. • Helped in building Brand loyalty and Brand Activation ! .Merchandising • Tie up with Reebok. Lux Cozi and Home Shop18 to sell KKR merchandise online as well as in walk in stores.
timely updated. Also provides information regarding contests and sponsors. Tickets of matches can also be purchased through the website. Based on the theme of warriors and Team‟s uniform color. .kkr.in Easy interface. Contains a lot of photos and videos.Website • • • • • http://www.
Social Media Presence • Social Media Presence. • Facebook page / Orkut Page / Twitter Page. • KKR also tied up with Orkut and a dedicated KKR theme was created ! .
postingvideos ‡ Lot of hits for KKR related videos .as a user.YouTube Presence • • • • • • • • • • Youtube Presence ‡ Thousands of videos available relating to KKR ‡ Mostly posted by users ‡ However we couldn t find KKR.
kkr.Blogs • Official Blog: http://www.sriraj.in/teamblogs.aspx managed by KKR and link to this can also be found on their website. • Many other blogs by fans like: http://www.org/sports/official-kolkata-knight-ridersblog/ .
• Also visible on screens in malls and restaurants.Out of Home Media • Advertising through hoardings on important roads of cities. .
.KKR Contests • Rewards in form of tickets and merchandise.
members receive KKR goodies plus access to exclusive content on website. On joining.Fans Club – Loyalty Program • The Knight Club . • Planet Knight – Another place for fans to interact and discuss.membership fees Rs 550 per year. . Membership free.
.Simulated Games • Developed online simulation games in partnership with Zapak Digital Entertainment around the same theme of KKR to ensured continuous involvement with the Brand.
Comparative Analysis .
$46.4 million 7.$39.2 million 6.5 million 4. Delhi Daredevils .8 million .$37.$42. Mumbai Indians .3 million 8. Chennai Super Kings . Royal Challengers Bangalore .$39. Rajasthan Royals . Kings XI Punjab .4 million 5. Kolkata Knight Riders .$39.1 million 3.Brand Valuation • Brand valuations of the IPL teams: 1.$36. Deccan Chargers .$34.1 million 2.
Brand Differentiation Kolkata Knight Riders Value Proposition Association Strength Sponsorships Audience Korbo Lorbo Jitbo Re (Team of Warriors) Shahrukh Khan Best Coaching Staff 10 Cricket Crazy Bengalis Mumbai Indians Duniya Hila Denge Indians Sachin Tendulkar Strongest Squad 11 Mumbaikars & Sachin Fans Chennai Super Kings Different Team – Same Pride MS Dhoni World’s Best Captain 3 Chennai & Dhoni Fans .
Perceptual Map Strong RCB MI DC CSK KKR Pune High Awareness (Fan Following) DD RR Kochi Low Kings XI Weak Players (Squad) .
Thanking You Presented by: ANKUR PANDEY MITALI AGARWAL SONAM POTFODE IM-2K8-007 IM-2K8-58 IM-2K8-87 .