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Submitted by,Amit Ranjan (1020804)Ashish Bagla (1020807)

Tiju Thomas (1020816)Naveen Andey (1020817)Rajeev Ranjan (1020821)Ravi Roshan (1020823)Sourabh Gangrade (1020827)Vijay Gupta (1020831)

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ICL, a private cricket league funded by ZeeEntertainment Enterprises operated between 2007 and2009 in India.

Many Matches are played in Twenty 20 format.

Planned domestic 50 over tournament, but this turned up.

It is established before IPL (Indian Premier League).

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Lacked supportfrom BCCI and

ICC

Politicalpressure

Policies ofICC

Huge

success ofIPL

Unresolvedcontroversial

issues

Failuresof ICL

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To fight and conquer in all your battles is not supremeexcellence ; supreme excellence consists in breaking theenemys resistance without fighting

Master Sun Tzu in Art Of War

Cricket might be a Gentlemans game in the country of its origin ENGLAND..BUT for us it is a RELIGION !!!!....

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Vision Statement

Ultimate CRIC-KENT (Cricket + Entertainment) in theshortest time

Mission

Adding color to Cricket.

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Six Path Framework to reconstruct market boundaries

Focus on the big picture

Reach beyond Existing Demand

Strategic sequence

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A B C D

CA

Pre final winner A

Loser Team B Loser Team D

Bat-Out 1

D

Final Winner Of T-10 CricketThis is the day winner of that

particular state.

Break between each Match : 10 mins

A

A C

BATOUT WINNER 2 D

Loser Team C BATOUT WINNER1 D

Bat-Out 2

D

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Alternative Industries Hockey, Football Strategic groups within industries 50-50 over match 20-20 over match

Test Match Chain of buyers Common man, Public, Business executives, channels, franchisee.

Complementary products and services Entertainment, Rewards, food

Emotional appeal Excitement, Regional loyalty, to get rewarded Sustainable trends Glamour and entertainment with exciting play

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Strategy Canvas

ERRC Grid

PMS Map

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Blue Ocean Strategy Canvas

High

Low

Game paceSpectator time Public rewardsState loyaltyFamily Involve

Money spentExcitement Price Entertainment

After BO Strategy Before BOStrategy

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REDUCE

Time Spent

Money Spent

Uncertainty of Result

RAISE

PricePace of the game

More Excitement

Pool of young talent

State loyalty

Public Reward

CREATE

New Entertainment industry with pool ofyoung talent.

ELIMINATE

Centralised power

Conventional wisdom of the game

ERRC Model

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TODAY TOMORROW

PIONEERS Pioneers are the companies blue

ocean strategies and they are themost powerful source of profitablegrowth. There business has massfollowing of customers. Pioneershave maximum growth potential butoften consume cash at the outsetas they grow and expand.

T-10 cricket provides fast growth

opportunity that caters to the massmarket. Initially it incurs huge cashoutflow. ISCL is a great example, itmade huge expenditure onadvertisement and productdevelopment however it becomes hugesuccess. It is a future cash-cow of

cricket control board.

MIGRATORS

Migrators lie s somewhere inbetween pioneers and settlers.Such business extend the industrycurve by giving customers more orless but they dont alter its basic

shape.

In future one day international will bemore of migrators for cricket boards.They try to change the format of thegame by introducing T-10 or other

method of providing more or less.

SETTLERS Settlers are the other extreme ofbusiness whose value curve showsthe basic shape of the industrys. it

generally not contribute much to acompanys future growth. They are

stuck with in the red ocean.Settlers have marginally growth

Test cricket has become settlers andcontinue to provide marginal growth forthe boards. It act as a typical redocean unless and until somedifferentiation is created to upgrade its

migrators category.

PMS STRATEGY

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Cricket Lover

Non Cricket LoversFan followers

BusinessexecutiveTop leaders

Politician

3 kinds of non customers

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BLUE OCEAN IDEA(BOI) INDEX OF T-10CRICKET

T-10 CRICKET

UTILITY Is there exceptional utility? Are therecompelling reason to buy youroffering?

Yes, entertainment pluscricket

PRICE Is your price accessible to the mass ofbuyers?

Yes, price is easilyaccessible to massmarket.

COST Does your cost structure meet the

target cost?

Yes, cost structure meet

the target cost. ISCL is agreat example.

ADOPTION

Have you addressed adoption hurdlesupfront?

Yes, hugely adopted byfans, cricket bodies andsports community.

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Cognitive Hurdle

EmployeeMotivation

Vision and Mission

Resource Hurdle

Players

FinancialResources

Motivation Hurdle

Resolve conflicts

Political Hurdle

Role of Big players

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