Kolkata Knight Riders Project

 Administrator : BCCI  Cricket Format :Twenty20 

Tournament Format : Double round-robin and Knockout

 Total participants : 8  Chairman: Lalit Modi 

Official Website : www.Iplt20.com

 Owner of KKR = Shahrukh Khan

We wish to express our deep gradtitude to Prof. Debasis Brahma & Prof. Dipankar Sarkar for acting as a guide and providing us with continuous support and guidance. This report could not have been fully completed without the inputs and the words of advice from his far which I shall always remain grateful to him.

We wish our gratitude to our other faculity members for taking keen interest in my project work and fine-tuning my efforts as and when required.

S

CONTENTS

.NO 1

INTRODUCTION OF KOLKATA KNIGHT RIDERS

2

BRANDING STRATEGY OF PRODUCTS AND COMPETITORS PRODUCTS

3

UNDERSTANDING CORE COMMUNICATION PROPOSITION & ADVERTISING CAMPAIGN OF THE PRODUCT & COMPETITORS PRODUCT

4

QUESTIONNAIRE

Kolkata Knight Riders (also referred to as KKR) is the franchise representing Kolkata in the Indian Premier League, a Twenty20 cricket tournament. The team is led by Brendon McCullum, and coached by Matthew Mott. Sourav Ganguly is the team's Icon Player. The official theme of the team is Korbo, Lorbo, Jeetbo Re (Bengali for We will do it, Fight for it, Win it) and the official colors are black and gold. As per the study done by leading brand valuation companies, Kolkata Knight Riders (KKR) are ranked the most valuable franchise brand at US$42.1million. Celebrity co-owner Shah Rukh Khan’s hard-selling of the KKR brand has counteracted the team’s poor on-field performance.

BLUE OCEAN STRATEGY

 Tomorrow’s leading companies will succeed not by battling competitors, but by creating blue oceans of uncontested market space ripe for growth.  Blue Ocean Strategy provides a systematic approach to making the competition irrelevant, by creating uncontested marketplace…………  Blue Ocean Strategy was developed from a series of Harvard Business

Review articles in the late 1990s and early 2000’s and drawn together in book form in 2005 by Professors W. Chan Kim and Renée Mauborgne.

BLUE OCEAN STRATEGY – IMPERATIVES         

Globalization. Supply exceeding demand. Accelerated product life-cycles & obsolescence. Comodification of products. Learning curves getting saturated. Branding becoming more and more difficult. Increasing price-wars. Shrinking profit margins. Efficiency & effectiveness reaching a plateau

The Broadcasting Angle

 The BCCI created history when it sold television rights of this yet untested format to Sony–World Sports consortium for US$1.02bn.  However, of this US$1.02bn, US$108mn is to be spent by Sony on promoting the event over the next 10 years. This brings down the actual cost to US$918mn.  Of this US$918mn, Sony has to pay US316mn for rights of broadcasting for the first five years, and then pay US608mn – if this format has been remunerative in the first five years.  In the first year, payouts are not dependent on TRPs. However, TRPs would drive payouts from the second year.

Sharukh Khan’s Kolkata Knight Riders (KKR), with a Brand Value of USD 22 Million tops the Brand Value Table, closely followed by Delhi Daredevils (USD 19M), Chennai Super Kings (USD 18M) and Mukesh Ambani’s Mumbai Indians at USD 17 M. Last year’s winners Rajasthan Royals are at the bottom of the table with a value of USD 10 M. Further explaining the rationale and methodology, the CEO of MTI Consulting Hilmy Cader says “Brand values are a reflection of a brand’s ability to generate future income. It is a forward looking study that uses historic performance and future trends to predict future activity. 2008 publicly available sales data was gathered for each franchise. To determine the strength of the brands, each brand was scored on a series attributes that underpin the power and reach of the each brand. These attributes are a mixture of hard measures and soft measures of brand strength sourced from publically available information and from a qualitative panel of cricket fans from each test playing nation. Using this data, each brand was then valued using the relief-from-royalty methodology".

As for kolkata Knight Riders their marketing was largely responsible for the good brand image in the 1st edition of the IPL.Kolkata being a city so rich in culture,the people are extreamly fond of sports,and arts.as a result when the two united with theire favourite son Saurav Ganguly and superstar Shahrukh Khan,the emotional impact created a brand that became a household name.The KKR management used a very simple yet effective branding strategy.

They knew that their target market is west bengal,and the branding was aimed towards the people of that region.The team slogan "KORBO LORBO JITBO RE" was the team moto which was authentic, traditional, and had a touch of bengal in it.The line is extreamly catchy and came out of the mouth of every cricket lover in bengal. "DADA" came to the forfront again,was made the captain of the side in the 1st edition of the tournament.With this move the interest grew and love for KKR as a brand increased.Furthur the different roadshows and competitons held among fans of KKR offering the winner thye chance to meet his or her favourite star was a interesting branding startegy.Cricket before this was generaly considered a mans sport,but with SRK coming into the picture and the brand positioning that happened everyone from a kid to a grandmother became a part of the KKR fanclub.

The other teams like the Rajasthan Royals, Chennai Super Kings,& Delhi Dare Devils could not brand their product like KKR but went ahead as far as brand image was concerned,because the won matches and put up a good show.In the 2nd edition of IPL saw various problems in management which affected the team and the image right now has gone down quite a bit.

The advertising campaign for the KKR team was top notch,and one has to give commendable applause to Shahrukh khan and his marketing team for putting up a great show. They where the only team in the 1st edition to make profits,and this was largely due to the marketing efforts. Appart from the various promotional activies and branding strategies used by the management,the advertising was also of great calibre. We will in short go through some of the advertising undergone by them and state the core communication proposition that they wanted to establish through their ad-campaign. Gearing up for the second season of the Twenty-20 cricket extravaganza, the Indian Premier League (IPL), Coca-Cola India and Kolkata Knight Riders (KKR) have announced their partnership, where Coca-Cola India will join forces with Kolkata Knight Riders as an associate sponsor and ‘official pouring partner’ of KKR. The company will get branding rights for Sprite on

players’ apparel (leading arm) as well as on the helmet. According to Venkatesh Kini, VP-Marketing, Coca-Cola India, “Twenty20 cricket is clearly a growing passion with today’s youth. The success of IPL 2008 has taken the game to a new high. It provides Coca-Cola India with a very exciting platform to connect with all its consumers. We are happy to bat with Kolkata Knight Riders as an associate sponsor and pouring partner. Our entire association with KKR has been conceptualised in an exciting and engaging manner, in keeping with both KKR and brand Sprite’s positioning – ‘Seedhi Baat, No Bakwaas… Clear Hai!’.”

•

Brand Sprite’s 360 Degree Integrated Communication Plans:

An extensive 360-degree communication programme will be rolled out to excite and engage Sprite consumers and KKR fans. The initiative will leverage mass-media and digital platforms as well as in-stadia and in-market activation.

•

i)

ii)

To launch its latest communication initiative featuring Shahrukh Khan and Saurav Ganguly; All part of its IPL strategy to build a stronger connect with the youth, who prefer Sprite simply because of its unmatched thirst quenching ability and its refreshingly honest attitude- now that’s ‘Seedhi Baat, No Bakwaas, Clear Hai?!’ 360 degree communication effort not only includes mass media but also leveraging Out-Of-Home (OOH) media through special location specific creatives, featuring other team players of Kolkata Knight Riders (KKR) – Ishant Sharma, Brendon McCullum along with Sourav Ganguly

iii)

Latest communication conceptualized by the team at Ogilvy & Mather led by Ajay Gahlaut, directed by Deven Munjal of Red Chilies Entertainment

iv)

In-addition, Sprite in partnerships with Nokia has also launched a “Para” (neighborhood) cricket series in Kolkata- plans to send 11 cricketers of the winning Para to South Africa to cheer for KKR

v)

As an “Associate Sponsor and Official Pouring Partner”, Sprite to get branding, promotion and pouring rights for the Kolkata Knight Riders (KKR), one of eight teams participating in the Indian Premier League.

Jay Mehta, Co-Owner, Kolkata Knight Riders, said, “ From the time of its inception last year, Kolkata Knight Riders has far exceeded the expectation of competitors and compatriots in terms of our fan following and the success of our brand and business. With Sprite now on board as associate sponsor and official pouring partner, I am confident we will together provide more enhanced experiences to our fans and consumers, making the second season of IPL 2009 all the more action-packed and exciting. ” There where many more sponsors through which campaigning was carried out. NOKIA has announced its association with Shah Rukh Khan " Indian Premier League (IPL) Team,Kolkata Knight Riders,by becoming its Presenting Sponsor."

Nokia also came up with exclusive 'Nokia 2 Hot 2 cool’ album which features five exclusive songs composed for the team by India’s leading music artists, company sources today said.

Nokia and SRK have additionally come up with a consumer contest titled 'Millan of the Villains", aimed at creating platforms for consumers. The contest would also give people an opportunity of engaging in an online dialogue with Shah Rukh on the Kolkata Knight Riders, IPL and his association with Nokia, the sources said. Kolkata Knight Riders may be struggling at the bottom in the second season of Indian Premier League, but in terms of brand value it is the richest team of the twenty-twenty cricket tournament, whose collective valuation has been now pegged at US$ two billion.

At the same time, Rajasthan Royals, partly owned by another Bollywood star Shilpa Shetty, has emerged as the best team in terms of return on investment, although it is ranked third in terms of brand value.

The valuation exercise of the entire IPL franchise, along with the individual teams, have been conducted by UK-based international brand valuation consultancy Brand Finance Plc.

"The entire enterprise is valued at US$2.01 billion," Brand Finance said, adding, its methodology took into account various revenue lines such as broadcasting, IPL sponsorship, team sponsorship, merchandising and gate receipts as well as the effect of performance, the catchment population of the city, the capacity of the stadium and the presence of iconic players.

Among the eight teams, • KKR has been ranked as the most valued with a brand value of US$42.1 million,

followed by -

•

Mumbai Indians (US$41.6 million),

•

Rajasthan Royals (US$39.5 million),

•

Chennai Super Kings (US$39.4 million),

•

Delhi Daredevils (US$39.2 million),

•

Royal Challengers Bangalore (US$37.4 million),

•

Kings X1 Punjab (US$36.3 million) and

•

Hyderabad Deccan Chargers (US$34.8 million).

In terms of franchise fees, •

Mumbai Indians is the most expensive team (US$111.9 million), followed by • Vijay Mallya-owned Royal Challengers (US$111.6 million), •

Deccan Chargers (US$107 million),

•

Chennai Super Kings (US$91 million),

•

Delhi Daredevils (US$84 million),

•

Kings X1 (US$76 million),

•

KKR (US$75.1 million) and

•

Rajasthan Royals (US$67 million).

"Despite propping up the bottom of this year’s edition of the IPL taking place in South Africa, the Kolkata Knight Riders are the most valuable franchise brand at US$42.1 million. Celebrity co-owner Shah Rukh Khan’s hard-selling of the KKR brand has counteracted the team’s poor on-field performance,"- Brand Finance said. At the same time, Rajasthan Royal’s brand value of US$39.5 million at 59 per cent of its franchise fee of US$67 million, makes the reigning champions IPL ’s most profitable investment. "When determining our brand ratings we have paid particular attention the ability of the franchises to generate advertising revenue, as well as the potential size of their support base. Rajasthan and Kolkata scored highly in these respective measures," Brand Finance’s sports analyst Alexander Bird said.

In terms of sponsors Mumbai Indians can boast of having the maximum number as many as 11 of them -- Master Card, Idea, Royal Stag, Pepsi, Adidas, Zandu Balm, Gitanjali Jewellers, Red FM, Orbit, Luminous and Kingfisher.While Shah Rukh Khan’s Kolkata Knight Riders has 10 sponsors -- Nokia, Star Plus, Sprite, Reebok, TagHeuer, Belmonte, Gitanjali, Wrigleys Orbit, BILT and Planet M. Meanwhile, Rajasthan Royals, though has the support of bollywood star Shilpa Shetty and is owned by Emerging India has only three sponsors -Kingfisher, Boost and Puma.Preity Zinta’s team Kings XI Punjab has sponsors like --Emirates, Gulf Oil, netlinkblue, Dabur, Apeejay Group, Wrigleys and Reebok.

Ultimatly the communication proposition was

"KORBO

LORBO JITBO RE

"

that the team wanted to achieve. It meant to put up a heartfull fight to win and we surely can win.

Depending on the customer survey of 1000 peoples in Kolkata.

FIRST STEP 1) Sample Survey: = Area-Behala & Salt Lake(Kolkata) Size - 1000 peoples.

SECOND STEP

1) Sources of data: = Survey techniques (internet & in public places)

Third step 1) Tool of data collection:= Questioner survey

TYPES OF QUESTIONS:

OPEN ENDED:

They give the respondents complete freedom to decide the form , length and detail of the answer. Open questions are preferred when the researchers is interested in knowing what is upper most in the mind of respondents.

DICHOTOMOUS:

This type of questions have only two type of answer, yes or no. true or false etc.

MULTIPLE CHOICE QUESTIONS: In the case of multiple choice question the respondents is offered two or more choices. The researcher exhausts all the possible choices and the respondent has to indicate which one is applicable in this case.

DATA ANALYSIS AND INTERPRETATION

After the data collection, it was compiled, classified and tabulated manually and with help of computer. Then the task of drawing inferences was accomplished with the help of percentage and graphic method. Different suggestions given by me to the Company after analyzing the views of every respondent are also given in the report.

Keeping in mind the objectives of the study, the survey was being done and following interpretation was being drawn.

Questions :

1) DIFFERENCE BETWEEN KKR & OTHERS BY ADVERTISING APPEAL .

2) What were the reason for choosing KKR - IPL team?

3) Do you think KKR can perform better if they concentrate on their performance rather than investing time by doing the advertisement ?

4) Team selection is appropriate or not ?

5) Is Coach successful in making strategies ?

1. DIFFERENCE BETWEEN KKR & OTHERS BY ADVERTISING

APPEAL .

K O 0 1 2 3 4 5 6 K others K T % 0 K R H % R , E R 5 S ,7 % 4 3 %

2. What were the reason for choosing KKR - IPL team? Ans: S.NO.

PARTICULARS

A

Bollywood Badshah SRK is the owner of KKR

NUMBE R

%AGE

50

36%

B

Best Players are in KKR

20

14%

C

Brand image of KKR

10

7%

D

Advertisement of KKR

60

43%

3. Do you think KKR can perform better if they concentrate on their performance rather than investing time by doing the advertisement ? Ans:

46 % says : yes 30% says : Not sure 24 says: No

4. Team selection is appropriate or not ? Ans:

39% = Yes 31% = Can not say 30% = No

5.

Is Coach successful in making strategies ?

Ans:

45% = yes 55% = no

So it is the final conclusion that Kolkata Knight Riders need a change in their strategy of playing. They need a good coach & also the players need more practice.

BIBLIOGRAPHY

• • • • • • • •

and

www.google.com www.orkut.com www.Iplt20.com www.yahoo.com www.rediffmail.com www.indiatimes.com www.kkr.in www.business-standard.com Business World Magazine

etc.