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CSK Concept Doc Final
CSK Concept Doc Final
in
Backwaters Committee
IIM Kozhikode Web: www.iimkbackwaters.com Email: backwaters@iimk.ac.in
EVENT PREMISE
Since the inception of the Indian Premier League, the whole of India has been enthralled by the shorter format of the game and by the team which has won the trophy the most number of times the Chennai Super Kings. CSK are no longer just a cricketing team, dubbed by many as th e Manchester United of cricket, CSKs fan following has grown exponentially with every anthem, every marketing campaign and every match. Chennai Super Kings have taken the place of being the most valuable IPL team. How can the Chennai Super Kings build on its current loyal fan base, expand its footprint thus shaping the future of the format and of the Indian Premier League? Grab this opportunity to impress the CSK management and be part of the yellow army.
PRIZES
1st Prize: 2nd Prize: Rs 60,000 Rs 40,000
Final Round: Based on your submissions, the top 6 teams will be shortlisted and invited to IIM Kozhikode to make a detailed presentation to Chennai Super Kings Management during Backwaters 2013 (October 25-27th, 2013). Exact dates of the final round will be communicated to the shortlisted teams in due course.
Backwaters Committee
IIM Kozhikode Web: www.iimkbackwaters.com Email: backwaters@iimk.ac.in
SUBMISSION GUIDELINES
1. Submissions will have to be mailed to roarforcsk@iimklive.com, with the subject line <<TeamName_UserName_Round1>>. 2. PPT (in .ppt or .pptx form) should be labelled in the format <TeamName>_<UserName>_Round1 (User Name*of any1 user) 3. The starting slide of the PPT should contain the team name and member details (names of team members, respective institutes, phone numbers, email IDs and event registration ID*
*User Name to be input by the user while registering for IIM K Backwaters at www.iimkbackwaters.com *Registration ID (any one member) should be the unique code generated during the registration *Note that no addition data/information will be provided. All assumption/sources of data should be clearly mentioned as footnotes to the slide.
Organizers reserve right to reject entries not adhering to the above)
EVALUATION CRITERIA
1. Demonstration of understanding of the situation regarding the Indian Premier League and the teams. 2. Detailing of the investment proposal, including but not limited to the impact of the solution on various stakeholders, the sustainability of the project and cooperation / coordination required from various agencies / parties.
COMPETITION RULES
1. Each team will be permitted to submit only one entry in the competition. 2. There must be strictly no plagiarism / IPR infringements in the submissions. On discovery of such infringements, the respective team(s) will be disqualified with immediate effect. 3. Participation will be governed by the Backwaters13 Terms & Conditions posted on the website (www.iimkbackwaters.com) and may be subject to change at any time without specific notice. The amended Terms & Conditions will be effective immediately upon being posted on the website. It is the sole responsibility of the participants to regularly visit the website and be informed of any changes. 4. The decisions of the organizers of the contest and the panel of judges will be final and binding on all the participants.
Backwaters Committee
IIM Kozhikode Web: www.iimkbackwaters.com Email: backwaters@iimk.ac.in
IMPORTANT DATES
Launch Date: Registrations Open: Registrations Close: Round 1 Submission Deadline: Round 1 Results (tentative): Final Round: 15th September, 2013 15th September, 2013 30th September, 2013 30th September, 2013 7th October, 2013 23:59:59hrs 23:59:59hrs 23:59:59hrs 23:59:59hrs 23:59:59hrs *
and http://iimkbackwaters.com
Backwaters Committee
IIM Kozhikode Web: www.iimkbackwaters.com Email: backwaters@iimk.ac.in
PROBLEM STATEMENT
The Indian Premier Leagues success in showcasing the franchisee model as a sustainable business model has been well documented. After apprehensions surrounding the first couple of editions, the IPL seems to be a concept that is there to stay with more teams and more matches. With franchises starting to recoup their initial investment, the endeavor of management teams across the board is increasingly on building more powerful brands trying to model some of the most valuable sports team brands in the world. CSKs stated brand values are Fire in the Belly, Honour, Self Esteem, Team Spirit and Sportsmanship and Unwavering Focus on the Sport. With the local grass-root connect an integral part of all brand communications, CSK are the only IPL franchise to have carved out a unique niche. Being managed by India Cements, a group which has been associated with Indian cricket for long and has been part of various initiatives at the grass-root level to advance cricket has ensured that all CSK brand development activities are veered towards the game. Initiatives like team-speak blog anchored by players on their roster only helps in making the experience more personal for the CSK fan following. CSK have also been at the forefront as far as innovations around leveraging their brand is concerned. They were the first IPL team to crowd-source the naming of an IPL team through public contest, to launch a comic book series, to open-source the creation of a fan video, and to enable fans to hold flash-mobs. In spite of the phenomenal growth in brand valuations that the Chennai Super Kings have managed to attain in less than 8 years, CSK still have some way to go before reaching the levels of the top sporting brands around the world, and CSK also has a role to play in building the Indian Premier League as a whole. In the wake of recent controversies surrounding the IPL, how can the CSK engage with their current fan base and loyalists and leverage them in reaching out to a wider audience base comprising of fence sitters and naysayers to emerge as the most popular and trusted team and in the process reinstate credibility in the Indian Premier League.
As a team, you are expected to address the following three issues in your presentation summary: What are the dimensions of brand loyalty and trust in the context of a sports brand with particular reference to IPL and Cricket? How do the Chennai Super Kings fare in relation to these elements? What can CSK do to enhance the faith of fans and supporters in the game?
Backwaters Committee
IIM Kozhikode Web: www.iimkbackwaters.com Email: backwaters@iimk.ac.in
Backwaters Committee
IIM Kozhikode Web: www.iimkbackwaters.com Email: backwaters@iimk.ac.in