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Page 1: Presentation Hawkeye Blitzkreig

8/8/2019 Presentation Hawkeye Blitzkreig

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 TEAM CITY SELECTION

Cost of city (in purchasing points) Cost – Benefit Analysis

 Weightage = 15 % on

Cricket fan or Urban population base Following Parameters  Weightage = 25 %

Ranked on State’s urban population census 2006

Infrastructure  Weightage = 8 %

Scale : 1 = Poor, 2 = Average, 3 = Good

Ranked on City’s urban development infrastructure

Cricket activity (players history of state)  Weightage = 8 %

Scale : 1 = Low, 2 = Moderate, 3 = High Ranked on the average no. of international players from the state so far

 Transport and Connectivity  Weightage = 10 %

Scale : 1=remote location, 2 = good rail & road transport, 3 = Air cnctvty 

Ranked on basis of goegraphical location and transport facilities

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CONTD…

Conflict due to vicinity with existing team cities  Weightage = 16 %

Scale : 1 = Existing IPL team in same state, 2 = 2 or more teams inborder states, 3 = otherwise

Eg. Dharamsala (HP) is bounded by KingsXI Punjab & Delhi Daredevils,hence points = 2

Security  Weightage = 10 %

Scale 1 = Highly turbelent, 2 = Moderate, 3 = Inactive

Ranked on basis of current political and social environment of state

Economic benefits to consumer  Weightage = 8 %

Scale 1 = expensive city, 2 = moderate (remote), 3 = Affordable

Factors affecting customer’s travelling decision to the host city/state eg. Cost of living, VAT etc

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Cost – Benefit Analysis

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PEST ANALYSIS OF UP (KANPUR) REGION

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BRAND AMBASSADORS

Priyanka Chopra Cost – 35 points

Brand Identity 

Bollywood Icon – surpassing Shilpa Shetty(RR), Preity Zinta 

(Kings XI Punjab), Akshay Kumar (DD), Deepika Padukone (RC

Bangalore) - in popularity 

Natively belong to Bareilly - strong UP connection

Huge appeal among masses specially 15 – 40 age group males

(Priority 1 – 2 Target Group)

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BRAND AMBASSADORS

Raju Srivastava – 20 Points

Brand Identity  Popular among natives of east UP and Bihar

Realty shows is a fast booming industry strongly connected to

middle class audience

Raju is a known face among families & households - Appeal to TV  watchers

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IPL TEAM NAME: AWADH WARRIORS

Native Touch

Awadh was formerly capitol of 

UP

Competitive Spirit

“Warriors” not been used by

existing IPL teams

Logo

UP has its roots in Mughal

empire

Elephants and Lions are

symbol of warfare

RannYoddha...

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 Segmentation

and

 Targeting

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INNOVATIVE MARKETING STRATEGIES

Ambush Marketing Leveraging upon existing inter-teams fanbase rivalry

“We don’t need CHARGER to charge our might

We don’t need Armor to protect our KNIGHTNo SUPER natural powers, No ROYAL delight

We are the WARRIORS – We Thunder when we Fight”

Social Media Marketing 

- Facebook and Orkut communities

- IPL based Social networking games

- Blogs and Twitter (KKR garnered

much hype due to IPL blogger

controversy)

Direct Marketing 

- Similar to Idea’s Direct Response

Marketing campaign for MumbaiIndians

- Talk to your favorite players directly

- Details in enclosed doc

“Report_Hawkeye_IIMLucknow_Blit

zkreig.doc”

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PROMOTIONAL STRATEGY 

Event Management (Details in enclosed report)

Brand Associations

Team sponsor – eg. TVS (Brand ambassador - priyanka chopra)

Media & Telecom association – Sports India, Idea 

Merchandise sponsor – eg. Lux cozi for KKR 

Team Launch Event Buzz Presence of bollywood and cricket fraternity in event 

Priyanka chopra influence to attract masses

Concerts, Advertisements and Movies

 Worldwide Promotion at priyanka’s performance in concerts, festivals

Promoting team in Cricket-based movie featuring PC

PiggyBack advertising of “Awadh warriors” in Ads featuring PC

First-hand promotion at Raju Srivastava shows and concerts

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CONTD…

Newspaper ADs

Hindi newspaper viz Dainik Jagran etc prevalent in hindi speaking states

as UP & Uttaranchal

Highly Cost effective

TV Ads  Advertisements in Sports channels – Neo Sports

Regular Advertisement on Sony Max – prior to IPL 4

Uttaranchal – Tourist Hotspots

Target middle and upper class – high income group Billboards and banners at tourist spots

IPL Ticket Sales at tourist registration and travel counter

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Sourcesof

Revenue

Ticket Sales: While

 ticket sales are quitesensitive to economic

slowdown, looking at the

cricket craze in India, it

would most heavily be

affected by the team’s

performance

Merchandising: Animportant part of 

revenue, it draws on

 team Loyalty. This is

induced by team’s

performance as well

as the presence and

performance of “star”

players

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AWADH Warriors

Thank you