Marketing Failures of Ipl

Consumer Behavior

Assignment 2: The IPL was well marketed

Submitted By

Nihar Pandit

FT172052

Section 1

Table of Contents

Introduction 3

The need that triggered the concept of IPL 3

IPL – the birth of Masala Cricket 4

Superstar Owners biding for High profile players 4

Glamorous cheerleaders, Eventful opening ceremonies 4

Igniting Chauvinistic Feeling (state affinity) 4

Perfect television broadcast slot 5

Apt allocation of space to the sponsors 5

Accessibility for the viewers 5

Merchandizing & Advertising: Eat, Sleep, Breathe IPL 5

Value for Money, bye-bye dissonance 6

Controversies 6

Way Ahead 6

Introduction

There used to be days when the prime time television hours turned out to be a tiff between daily soaps and cricket match. But since 2008, things have changed. Ever since the introduction of Indian Premier League (IPL), the entire family sits together to savor the 3 hour entertainer, just the way they enjoy a movie. They can catch the rockstars of cricket & rockstars of entertainment industry in the same screen space. This is what IPL has done to the nation where cricketers and film-superstars are treated like Gods.

Before the introduction of IPL, the game of cricket had started losing its charm- not much TRPs & nearly half-empty stadiums. Viewers had started finding the game a bit serious and too long. In management terms, the industry had reached its maturation phase, and was looking for some sort of rejuvenation. Generally, the maturation of one industry spawns products in the allied industries.

IPL also managed to bring the Indian & International players on one platform. It has also managed to provide a stage to the young cricketers, who aspire to be a part of the national cricket team. IPL has adopted the consumerist approach- where a popular team owner bids for popular players. These owners are high profile individuals, who bring glamour to the game because of their external association or primary...