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Building A Sports Brand

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Karan Sachdev
Karan Sachdev

This presentation tells how providing emotional benefits to your customers can build strong brand. Here I've shown how Kolkata Knight Riders despite being loser on the ground always win over their fans!

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MARKETING MANAGEMENTGroup Exercise 9Building A Sports BrandSubmitted to: Submitted by:Prof. M D Rao Karan SachdevISME bangalore
Article: BOSTON RED SOXA baseball franchise earlier known as Americans started business in 1901.Won two world series under the name Boston Red Sox in 1903 and 1904 and won four more between 1912 and 1918.Has been unable to win a World Series since 1918. Despite lack of championships, this franchise has achieved both business success and tremendous brand loyalty by adapting insightful management strategies.
Key Points from The ArticleGI benefit : BostonBrand Concept : EntertainmentBrand Association: Boston and Fenway ParkInternal BrandingAvailability: Merchandise available in far markets also.
KOLKATA KNIGHT RIDERSINTRODUCED in IPL season 1 in 2008.Franchised by Shah Rukh Khan(Red Chillies).Most valuable brand among IPL franchises.Won the first match of the season.Originated from cricket loving place Kolkata.Has not been able to enter semi-finals in both seasons of IPL.Still this brand stands strongest among all IPL franchises enjoying highest brand value and strong fan following.
Building A Sports Brand
BRAND BUILDING STRATEGIES OF KOLKATA KNIGHT RIDERS
WHAT IS KOLKATA KNIGHT RIDERS..?EntertainmentCricket Team & Merchandise
BRAND EQUITY
BRAND ELEMENTS
SECONDARY ASSOCIATIONS
WHERE DO THEY STAND..?
PERFORMANCE IN 1st SEASONSOURCE: www.thatscricket.oneindia.in
PERFORMANCE IN 2nd SEASONSOURCE: www.thatscricket.oneindia.in
REVENUES & PROFITS IN 1st SEASONSOURCE: www.thatscricket.oneindia.in
REVENUES & PROFITS IN 2nd SEASONSOURCE: www.thatscricket.oneindia.in
FORTUNE OF KKRAverage performance in 1st season.Doomed in 2nd season.One of the only two franchises which were profitable in season 1.One of the top three profit making teams in season 2.Enjoys highest brand value at $42.1 million.Enjoys highest Gate Receipts.Enjoys die hard fan following from Kolkata.
FAN FOLLOWING/LOYALTY
Winning games is not enough to build a successful sports brand. Teams need to engage the local community, attract star players who inspire a wide audience and develop a strong marketing communications programme.
AVAILABILITY OF MERCHANDISE
SENSE OF BELONGINGThe name of the franchise “Kolkata Knight Riders” reveals its belongingness to the city Kolkata where it has the highest fan following.The slogan “korbo, lorbo, jeetbo re” is in Bengali which is the native language of Kolkata.The Mascot of the team is named “Hoog Lee” which relates to the river “Hoogli” that flows along Kolkata.In the 1st season, the team was captained by SouravGanguly, who belongs to Kolkata. He is a beloved personality there and is called by the name “Dada” which means “Big Brother”.
ENTERTAINMENT - THE BRAND CONCEPT
The first franchise in IPL which found its cheerleaders by a talent show called “Knights & Angels”.The show was judged by SouravGanguly.Kolkata Knight Riders released a music album and Kolkata being a place of music enthusiasts, welcomed the initiative.
RECOMMENDATIONSThe franchise should work on improving the performance of the team on the field.Team conflicts should be avoided as it would lead to better management and better performance of the team.
Building A Sports Brand

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Building A Sports Brand

  • 1. MARKETING MANAGEMENTGroup Exercise 9Building A Sports BrandSubmitted to: Submitted by:Prof. M D Rao Karan SachdevISME bangalore
  • 2. Article: BOSTON RED SOXA baseball franchise earlier known as Americans started business in 1901.Won two world series under the name Boston Red Sox in 1903 and 1904 and won four more between 1912 and 1918.Has been unable to win a World Series since 1918. Despite lack of championships, this franchise has achieved both business success and tremendous brand loyalty by adapting insightful management strategies.
  • 3. Key Points from The ArticleGI benefit : BostonBrand Concept : EntertainmentBrand Association: Boston and Fenway ParkInternal BrandingAvailability: Merchandise available in far markets also.
  • 4. KOLKATA KNIGHT RIDERSINTRODUCED in IPL season 1 in 2008.Franchised by Shah Rukh Khan(Red Chillies).Most valuable brand among IPL franchises.Won the first match of the season.Originated from cricket loving place Kolkata.Has not been able to enter semi-finals in both seasons of IPL.Still this brand stands strongest among all IPL franchises enjoying highest brand value and strong fan following.
  • 6. BRAND BUILDING STRATEGIES OF KOLKATA KNIGHT RIDERS
  • 7. WHAT IS KOLKATA KNIGHT RIDERS..?EntertainmentCricket Team & Merchandise
  • 11. WHERE DO THEY STAND..?
  • 12. PERFORMANCE IN 1st SEASONSOURCE: www.thatscricket.oneindia.in
  • 13. PERFORMANCE IN 2nd SEASONSOURCE: www.thatscricket.oneindia.in
  • 14. REVENUES & PROFITS IN 1st SEASONSOURCE: www.thatscricket.oneindia.in
  • 15. REVENUES & PROFITS IN 2nd SEASONSOURCE: www.thatscricket.oneindia.in
  • 16. FORTUNE OF KKRAverage performance in 1st season.Doomed in 2nd season.One of the only two franchises which were profitable in season 1.One of the top three profit making teams in season 2.Enjoys highest brand value at $42.1 million.Enjoys highest Gate Receipts.Enjoys die hard fan following from Kolkata.
  • 18. Winning games is not enough to build a successful sports brand. Teams need to engage the local community, attract star players who inspire a wide audience and develop a strong marketing communications programme.
  • 20. SENSE OF BELONGINGThe name of the franchise “Kolkata Knight Riders” reveals its belongingness to the city Kolkata where it has the highest fan following.The slogan “korbo, lorbo, jeetbo re” is in Bengali which is the native language of Kolkata.The Mascot of the team is named “Hoog Lee” which relates to the river “Hoogli” that flows along Kolkata.In the 1st season, the team was captained by SouravGanguly, who belongs to Kolkata. He is a beloved personality there and is called by the name “Dada” which means “Big Brother”.
  • 21. ENTERTAINMENT - THE BRAND CONCEPT
  • 22. The first franchise in IPL which found its cheerleaders by a talent show called “Knights & Angels”.The show was judged by SouravGanguly.Kolkata Knight Riders released a music album and Kolkata being a place of music enthusiasts, welcomed the initiative.
  • 23. RECOMMENDATIONSThe franchise should work on improving the performance of the team on the field.Team conflicts should be avoided as it would lead to better management and better performance of the team.