launching a basketball league targeted at: management
TRANSCRIPT
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Launching a Basketball League
Targeted at: Management
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Agenda• Positioning of basketball in India
• The Basketball League - Why? • Prevailing competition and ways to overcome
• SWOT Analysis
• Marketing Strategy
• Business Model
• Game Model
• Bidding Model
• Plan of Action
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Positioning of basketball game in
India
• Affiliations of basketball
• Spread of the game
• Major championship and awards
• Training and development of the players
• Opportunities and employment
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The Basketball League
Why?
Success of other leagues
Strong viewership for sports and entertainment
Short duration and simplicity of the game
Increase in number of sports channels
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The Basketball League – Why? (contd.)
Parameters IPL EPL
Year of Formation 2008 1888Season April – May August – May
Number of Franchises
9 20
Number of Matches 76 380Location of Games Day/Night –
Home/Away basisHome and Away basis
Revenue $4.13 billion (2010)/$2.01 billion(2009)
€2.479 billion(2009-10)
TV Rights $1.026 billion for 10 years by Sony
GBP 45 million
Prize Money INR 250 million GBP 10 millionGoverned by IPL Council Operated and jointly
owned by 20 member clubs
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Prevailing Competition and ways to overcome
• Sports – Cricket, Football, Badminton, Hockey, Wrestling
Widespread age group Familiarity with gameplay Cultural Advantage
• Cinema and Television Leisure Glamour Addiction Gender bias
• Tourism Hobby Break from monotony Satisfies diversified interests
• Hangouts Sentiments and bonding Pastime
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SWOT Analysis of the League
• International players• Networking• Brand value
• New source of entertainment• Exposure of local talent• Commercialization of the game
• Lack of funds• Prevailing competition• Low viewership
• Integrity towards country• Strategy duplication• Early retirement of players
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Marketing Strategy
• Website and apps for the league• Campaigns and tie-ups
Schools and colleges Channels and corporates
• Billboards, Flyers and Print media• Crowdsourcing – Venue and schedule
(limited)• Documentary/ short feature film• Celebrities for special events• Groundwork for 2020 Olympics• Awareness of the league
TV/ Radio contests Fantasy league Corporate e-mailers
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Business Model
Title Sponsors
Broadcasters
Indian Basketball
League
Franchises
Advertisers
Media Rights
Bids &
Franchisee Rights
Revenue & Media Rights sharing
• Sponsors• Merchandise
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Game Model
• Age Group: 16 years and above• Enrollment Process• Venue
Delhi Mumbai Kolkata Chennai Chandigarh Bangalore Finals – To be decided
(crowdsourcing)
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Game Model: Format
GroupA
4 Teams
GroupA
4 Teams
GroupB
4 Teams
GroupB
4 Teams
GroupC
4 Teams
GroupC
4 Teams
GroupD
4 Teams
GroupD
4 Teams
GroupE
4 Teams
GroupE
4 Teams
GroupF
4 Teams
GroupF
4 Teams
Total Number of Matches: 4C2*6Total Number of Matches: 4C2*6
Total Number of Matches: 6C2Total Number of Matches: 6C2
Total Number of Matches: 2Total Number of Matches: 2
Total Number of Matches: 2Total Number of Matches: 2
36
15
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Round 1
Round 2
Semi final
3rd place
Final
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Bidding Model
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Plan of Action