SERVICE MARKETING PROJECT

PROPOSAL
SERVICE MARKETING MIX, BLUEPRINT AND SERVICE QUALITY
GAPS OF INDIAN PREMIER LEAGUE


SUBMITTED BY:

Nihar Sheth (20135041)
Nilay Dave (20135043)
Purvi Upadhyay (20135049)
Shreeya Sethi (20135053)
Sneh Desai (20135054)

Indian Premier League (IPL)
Industry: Sports & Entertainment Industry
We propose to identify and study the service marketing mix of the Indian Premier League, along
with its service blue print and service quality gaps. The reason we chose this particular brand is
because we are intrigued by the immense growth and popularity it has gained in the last few years.
It has successfully differentiated itself from several existing cricket tournaments and have created
a huge market for itself.
We propose to study the following:
7 Ps of marketing
Product:
Core- Entertainment, cricket,
Supplementary- food & beverages, merchandise
Augmented- Online booking, online auctions, online games
People: Ground staffs, officials, cheer leaders, security, Cricketers
Promotions: jingles, merchandise hook step, advertisement, banners, flags
Physical evidence: Stadium (infrastructure), pitch, tickets
Process: Online ticketing, entry, security check up, seating arrangement, exit
Price: Ticket pricing, pricing segmentation, memorabilia pricing
Place: franchise cities and other countries

Service Blueprint for IPL
Service differentiation
Key success factors for IPL
Identification of Service quality gaps