IPL marketting Mix

Topics: Twenty20, Indian Premier League, Cricket Pages: 11 (1604 words) Published: September 7, 2014


To Prof. Ashish Banerjee,

Dear Sir,
It gives us great pleasure to present this project on “What made IPL so popular?” for your consideration & evaluation as required under the course of Marketing Management under TERM-I of PGDM 2014-16. We are pleased to inform you of the progress made in this area, and the good‐will and cooperation demonstrated by all concerned to the principles of the marketing mix. We thank you for your kind support during the course.

Yours Sincerely,
Group 2 – Section B
Chetan. I (M091-14)
Praveen Kumar (M114-14)
Karthik. B (M099-14)
Shahzeb Feroz (M122-14)
Amaresh Krishna (M105-14)


We would like to express our special thanks of gratitude to our professor (Prof. Ashish Banerjee) as well as our PGP Chairperson (Dr. Amarendu Nandy) who gave us the golden opportunity to do this wonderful project on the topic (What made IPL so Popular?), which also helped us in doing a lot of Research and we came to know about so many new things for which we are really thankful to them. Secondly we would also like to thank Academic librarian & our friends who helped us a lot in finalizing this project within the limited time frame.


See anyone from North India saying “Whistle Podu” in Tamil? Or anyone from South India saying “Korbo Lorbo Jeetbo” in a typical Bengali accent? Don’t be surprised. That’s how the things are in T20 world; especially in IPL world. When India won the first ever T20 world-cup in 2007, T20 cricket was mundane and relatively new to India. Since then, it gained huge popularity worldwide in a relatively short period of time as it serves the interesting sport in an entertaining way to the audience. Banking on this popularity, T20 cricket leagues started in different cricket loving nations (modeling from Domestic & Champions leagues of Europe Football). Some of these leagues are Indian Cricket League (ICL) – in India, KFC T20 Big Bash league – in Australia, Indian Premier League (IPL) – in India, Bangladesh Premier league (BPL) – in Bangladesh & Champions league T20 covering top teams from different country’s T20 leagues. All leagues have their set of Target audience in their respective countries but only some leagues travelled across country’s borders. In this project, we tried our best to analyze the marketing strategies of Indian Premier League (IPL) when compared to other T20 cricket leagues in the product category of T20 Cricketainment and find out why IPL stood out as the winner among other leagues.

1. Introduction to IPL & other Leagues
The Indian Premier League (IPL) is a Twenty20 cricket championship league in India. It was initiated by Lalit Modi and the Board of Control for Cricket in India (BCCI). The league is headquartered in Mumbai, Maharashtra and is currently supervised by BCCI Vice-President, Ranjib Biswal, who serves as the league's chairman and Commissioner. It is contested by eight teams as of 2014, consisting of players from around the cricketing world. The Premier League is generally considered to be the highest-profile showcase in the world for Twenty20 (T20) cricket, the shortest form of professional cricket with just 20 overs per innings, but the IPL is perhaps as well known for its commercial success as for the cricket played – during the seventh IPL season, in 2014, its brand value was estimated to be around US$3.2 billion.

Concept of ipl:
The BCCI launched the Indian Premier League (IPL) on the lines of football’s English Premier League and the National Basketball League (NBA) of the US & was inaugurated in 2008. The IPL is a professional Twenty20 cricket league created and promoted by the BCCI and backed by the ICC. IPL has been conceived on the lines of the English premier league, where local football teams with a defined fan base (supporters) play against each other....
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