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Chennai Super Kings

• The addition of the word Super gives the name a young and contemporary feel, which is in keeping with the game format. The 20 twenty as a cricketing format is all about enhanced drama and speed. The format has no scope for half measures, or anything less than a full-spirited war. In a similar fashion, given the mind space that the word "Super" occupies in the Tamil imagination, it enhances the qualities of the word it is prefixed to. The logo is inspired by popular folk-lore which holds that the lion is the king of the jungle. It is therefore a logical extension to use the same for the lords of the pitch as well! The illustration of the lion using a minimalist style offers a sense of youth and vibrancy

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contribution to deserving cricketing causes. encouragement of young cricketing talent and fierce commitment to improving the quality and standard of Cricket in our country. sponsorship of various cricket tournaments. Around 100-150 promising players from the districts inducted into the City Clubs get an opportunity to hone their cricketing skills by playing a higher level of cricket. India Cement's contribution towards cricket is immense especially in the last 5 years even though it has been a pioneer in the support of the game The India Cements Limited has a rich history of successful management of Cricket Clubs. but also because of the keen interest of the promoters of The India Cements Limited in promoting and developing Indian sports. • • • . Another commendable initiative is the participation of District Players in the City League.THE INDIA CEMENTS LIMITED Franchise Owner • The India Cements has been promoting sports activities for over Four Decades not only as a part of its contribution to society or corporate image building.

The franchise is currently owned by India Cements. having won the Indian Premier League twice and reached the play-offs every season .. who paid US$91million to acquire the rights to the franchise for 10 years in 2008 . Srinivasan. Tamil Nadu Chennai Super Kings are the most successful Indian franchise cricket team. Vice-Chairman and Managing Director of India Cements Ltd.Chennai Super Kings History • • • • • The Chennai Super Kings are a part of the Indian Premier League. made up of 10 teams. N. is the de facto owner of the Chennai Super Kings. Chennai Super Kings is a franchise cricket team based in Chennai.

Past Record 2008 • • • The side had finished third at the league table with 16 points The Chennai Super Kings played their first semi-final against the Kings XI Punjab They enter the final in which they lost to Rajasthan Royals by three wickets off the last ball. 2009 The CSK despite losing initial matches assured themselves a semi-final berth The Super Kings finished with 17 points and earned a second place at the league table However at the semi-finals the Super Kings' hope of entering the final for a second time was crushed by the resurgent Royal Challengers • • .

2010 • The Super Kings started their tournament against the defending champions. .Cont……. which they lost But they bounced back into the top 4 by beating the Kolkata Knight Riders and Delhi • Daredevils. • • The Super Kings managed to win 5 of the matches played in the latter half of the season The Super Kings defeated the Deccan Chargers at the semi-final to qualify for their second IPL final • At the IPL final the Chennai Super Kings played the Mumbai Indians and won by 22 runs to crown themselves the Champions of the tournament . Deccan Chargers.

2011 • • • • • • The Super Kings started their IPL 2011 campaign with a thrilling win against Kolkata Knight Riders They had their third straight win against the Deccan Chargers The Super Kings played their last home game against the Kochi Tuskers Kerala which they won by eleven runs They finished second in the points table This was the 3rd time in 4 seasons that they have entered the finals in the IPL tournament They met the Royal Challengers Bangalore at the final where they won very comfortably and crowned champions ..Cont….

Financial worth • • The Economic Times commissioned UK-based Brand Finance to carry out brand evaluation of the IPL and also each of the eight franchise teams Chennai Super Kings has been rated as 2010–2011 “most valuable team” in Indian Premier League cricket. with a brand value of US$48.4 million • The Super kings were once again the most valuable franchise in the2011 tournament with a brand valuation of $ 70.16 million .

Awards and honours • • • • • • • • Fair Play Award Winner in 3 Season Most Expensive Player Of The Tournament (Mahendra Singh Dhoni) 2008 Orange Cap Player Of The Tournament (Matthew Hayden)2009 Champions of the 2010 Indian Premier League Champions of the 2010 Champions League Twenty20 Champions of the 2011 Indian Premier League Qualified for the 2011 Champions League Twenty20 Winning All Home Matches Most Expensive Player Of The Tournament (Andrew Flintoff)2009 .

Current Team & Support Staff(2011) .



Marketing Overview of Chennai Super Kings • • • • • Parent Company : India Cements Limited Category Cricket: Indian Premier League IPL Sector : Sports Tagline/ Slogan : Roar with Pride. Whistle Podu USP : Has been the most successful IPL team since its inception • • • Segment : Billions of people across the world who love to play or watch cricket Target Group : Men in the age group 15 and above globally Positioning: Chennai Super Kings representing solid and sturdy performance orientation .

Gulf.SWOT Analysis Strength • • • • Strong global brand name in IPL India Excellent marketing and high quality merchandising Good performance under consistent and performance oriented leadership Highest brand valued team in IPL with sponsors like Aircel.7UP etc Weakness • • Over dependent on a few players Excessive cricket would drain out the players performance and quality . Reebok.

• Lack of interest in people with excessive cricket and with ageing .Opportunity • Winning more tournaments would make them an even more powerful brand • More branding and marketing would help people associate with Threats • Player and management controversies • Threat from other competitor teams.

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