Submitted by: Yashvir Chauhan

Roll No.1160678114
 Introduction
 Research Objectives
 Research Methodology
 Limitations
 Findings
 Recommendation & Suggestions
 Conclusion
 Bibliography
 Company Profile: The Indian Premier League (IPL) is a
professional Twenty20 cricket league in India contested during March
or April and May of every year by eight teams representing eight
different cities in India.The league was founded by the Board of
Control for Cricket in India (BCCI) in 2008, and is regarded as the
brainchild of Lalit Modi, the founder and former commissioner of the
league. IPL has an exclusive window in ICC Future Tours Programme.

 The IPL is the most-attended cricket league in the world and in

2014 ranked sixth by average attendance among all sports
leagues. In 2010, the IPL became the first sporting event in the
world to be broadcast live on YouTube. The brand value of IPL in
2018 wasUS$6.3 billion, according to Duff & Phelps. According to
BCCI, the 2015 IPL season contributed 12,543.5 billion to
the GDP of the Indian economy.
 Marketing strategy:It is a process that can allow an
organization to concentrate its limited resources on the greatest
opportunities to increase sales and achieve a
sustainable competitive advantage. A marketing strategy should
be centered on the key concept that customer satisfaction is the
main goal. Marketing strategy is a method of focusing an
organization's energies and resources on a course of action which
can lead to increased sales and dominance of a targeted market
niche.

 Sales promotion: It is one of the five aspects of the promotional

mix. (The other 4 parts of the promotional mix are advertising,
personal selling, direct marketing and publicity/public relations.)
Media and non-media marketing communication are employed for a
pre-determined, limited time to increase consumer demand, stimulate
market demand or improve product availability. Examples include
contest, coupons , freebies, premiums, prizes product samples, and
rebates
Trade sales promotion techniques

 Trade allowances: short term incentive offered to induce a retailer to stock up on a

product.

 Dealer loader: An incentive given to induce a retailer to purchase and display a

product.

 Trade contest: A contest to reward retailers that sell the most product.

 Point-of-purchase displays: Used to create the urge of "impulse" buying and selling
your product on the spot.

 Training programs: dealer employees are trained in selling the product.

 Push money: also known as "spiffs". An extra commission paid to retail employees to
push products.

 Trade discounts (also called functional discounts): These are payments to distribution
channel members for performing some function.
Sales Promotion Planning
A full plan is needed to ensure that each stage of a promotion is reached:
 1. Analyze the problem task.
 2. Define objectives.
 3. Consider and/ or set the budget.
 4. Examine the types of promotion likely to be of use.
 5. Define the support activities (e.g. advertising, incentives, auxiliaries)
 6. Testing (e.g. a limited store or panel test).
 7. Decide measurements required.
 8. Plan timetable.
 9. Present details to sales force, retailers, etc.
 10. Implement the promotion.
 11. Evaluate the result.
 To find out how cricket became a successful business.

 To know about various marketing strategies of IPL.

 To study new marketing mix if IPL.

 To know about various post marketing strategies of IPL.

 To know about the strategies of teams.

 To find how IPL had become instant success.

 To know about the popularity of IPL.

 To know the SWOT of IPL.

 To know the earnings of teams.

 To know the competitors of IPL.

 To find out the revenues from IPL.

 To know the threats for the IPL.

 TO find new opportunities for IPL.

 To find how IPL generates employment.

 To know the effect of IPL on other formats of cricket.

The process used to collect information and data for the
purpose of making business decisions.
The methodology may include publication research,
interviews, surveys and other research techniques, and
could include both present and historical information. The
research is many types such as descriptive research
,Analytical research, Fundamental research, Conceptual
research , Empirical research.
SAMPLING DESIGN

The following factors have been decided within the scope

of sample design:

 UNIVERSE OF STUDY: Universe of the study means all the

persons who are the viewer of IPL in Lucknow.

 SAMPLE SIZE: A sample of minimum respondents was selected

from various areas of Lucknow. An effort was made to select
respondents evenly. The survey was carried out on 100
respondents.

 SAMPLE UNIT: Lucknow.

 SAMPLING TECHNIQUE: For the purpose of research convenient

sampling technique was used.
 DATA COLLECTION TOOLS: Two methods have been used to
collect the relevant data, which are essential for the study,
they are:
 Primary Data: data is collected to obtain desired information
through structured questionnaire

 Secondary Data: it
is compiled through books, magazines,
newspapers and internet etc.
 This study is limited to Lucknow city only.

 It is for the period of 30-40 days.

 Lack of professional approach since researcher is a student

 The sample size is only 100.

 Lack of resources.

 Lack of research experience.

 Lack of Time.
 Lack of previous studies in this research area.

 Lack of proper data available.

 The view of my respondents might not entirely and truly

reflect the views of more than 50 lakh people of Lucknow.

 There may be some biased responses.

 Some respondents were hesitant in providing some

answers.

 Lack of communication skills.

 The IPL is predicted to bring the BCCI income of approximately
US$ 1.6 billion, over a period of five to ten years.

 To attract the cricket fans, even team-owners have started selling

tickets personally. Preity Zinta, the co-owner of Kings XI Punjab
and Australian pace man Brett Lee sold the tickets along with
their autographs.

 Indian Premier League is mostly targeted for the younger

generation youth. As the generations are very busy with their day
to day work with IPL they get entertainment along with cricket
which helps them to enjoy every aspect of the game.
 Indian Premier League as a whole is the biggest event of the
year for which months of preparation are to be done. For
instance organizing the respective 8 teams who are
performing for the event and the most important of all is
marketing the IPL as it has to reach the wide range of
audience globally. An arrangement of stadium where this
event is going to be held is also finalized well before.
Finally and most important of all is execution of the Event.

 IPL have attracted a lot of investors both within and

outside the country, who by investing in IPL would
indirectly invest in the Indian economy.
 The sponsors can earn a lot of revenue out of this event, as it is
hugely successful and if the major players in the market earn
huge revenue, the economy will certainly receive a boost.

 IPL has become a brand name in the economy and it has

increased the demand of the Indian market.

 The various franchises of IPL have listed their shares in BSE and
NSE and they are high in demand. This will help in improving
the position of the sensex.

 IPL has shown the other organization that how through

aggressive marketing, we can tackle such a hard time in the
economy, which if they can follow can help them to come out of
this financial crisis.
 IPL had generated employment in India.

 Many other sports leagues have been started in India like

Badminton league,ISL(football league),Pro kabaddi league
etc.

 These leagues had also brought employment in India.

 As we all know that IPL is a successful business today. But
too many games make it boring. For example, if Mr. Shah
Rukh Khan is seen in every film then people would get
bored of him. Similarly, IPL management should cut the
number of matches being played on field to make it fresh
and entertaining.

 Creating online traffic through blog published by IPL

franchise owner and Bollywood megastar Shah Rukh Khan.

 Hiring international cheerleaders.

 Organizing talent shows across the country and telecasting
maximum advertisements during matches on prime times.

 For instance, Delhi Capitals owner Religare, an investment

firm had invested Rs. 40 million annually in branding and
marketing its team (Website, Sify Sports). Its marketing
strategies include selling merchandise such as the players’
jerseys.

 IPL should tie up with other leagues of cricket in the world;

it will help IPL to spread in other countries also.

 BCCI should also promote other formats of cricket (Test

and ODI).
 The popularity of IPL could harm the longer formats
of cricket in India.

 IPL has become a prime choice for betting and it is

affecting the game.

 Some controversies had affected the popularity of

game, and BCCI needs to take some hard steps against
fixing and other controversies.
IPL is the hit product in the market and the brains
behind this are showing us how to sell the product.
The product (Cricket) was already existing in the
market , it was popular but IPL has increased the sell
also added some value and helping in quality
development of the product . It is basically nothing
but selling old product in new packets with some
modifications.
Indian Premier League is mostly targeted for the
younger generation i.e. youth. As the generations are
very busy with their day to day work with IPL they get
entertainment along with cricket which helps them to
enjoy every aspect of the game. People are very excited
towards IPL as this is only one game that brings
different players of different countries at one platform,
for which they tend to get attracted to see their favorite
player perform. Some of the audiences are also
attracted to see their favorite celebrity cheering for the
team.
IPL had brought many employment opportunities in
India, it has also brought many business opportunities
which is beneficial for the economic growth of the
country.IPL has not only promoted cricket it had also
provided a platform for other games and sports to start
new leagues. Pro Kabaddi League, ISL (Football
league),Badminton league, etc are prime examples of
it.
 Books:-
 Kotler, P (2002),”Marketing Management”, Millennium
Edition, Tenth Edition, Prentice Hall, Inc, A Pearson
Education Company, Upper Saddle River, New Jersey ,pp.
 Hair, Joseph, F., Anderson, Rolph, E. and Tatham Ronald,
L. (1987), Multivariate Data Analysis, New 'fork: MacMillan
Publishing Company.
 Helen Woodniffe (1997), "Financial Sewices Marketing",
Services Marketing, Macmillion, Delhi.
 Websites:
 Indian Premier League: www.indianpremierleague.com

 Sun risers Hyderabad: http://www.sunrisershyderabad.in

 Delhi Capitals: https://www.delhicapitals.in

 Mumbai Indians: https://www.mumbaiindians.com

 Chennai Super Kings: https://chennaisuperkings.com

 Kolkata Night Riders: https://www.kkr.com

 Rajasthan Royals: https://www.rajasthanroyals.com

 Royal Challengers Bangalore: https://www.royalchallemgers.com

 Kings 11 Punjab: https://www.kings11punjab.com

Websites:
 www.cricbuzz.com
 www.starsports.com
 www.indiancricketleague.in
 www.yahoocricket.com

Newspapers:
 The Times of India.
 Hindustan Times.
 Amar Ujala.
 Dainaik Jagran.
Magazines:
 Cricket Today.

 Cricinfo Magazine.

 Wisden Asia Cricket.

 Cricket Samrat.
THANK YOU