Integrated marketing-communication- for KKR by darshan

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description

Kolkata Knight Riders (KKR) is the franchise representing Kolkata in the Indian Premier League, a Twenty20 cricket tournament. UK based brand valuation company suggests , Kolkata Knight Riders (KKR) are ranked as the second most valuable franchise brand at US$42 million. Bought by Bollywood actor Shahrukh Khan's Red Chillies Entertainment in partnership with Juhi Chawla Mehta and her husband Jay Mehta for a price of USD 75.09 million. KKR are easily the most successful franchise in the IPL, achieving a profit of Rs. 13 crores.

Transcript of Integrated marketing-communication- for KKR by darshan

Page 1: Integrated marketing-communication- for KKR by darshan
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Introduction

• Kolkata Knight Riders (KKR) is the franchise representing Kolkata in the Indian Premier League, a Twenty20 cricket tournament.

• UK based brand valuation company suggests , Kolkata Knight Riders (KKR) are ranked as the second most valuable franchise brand at US$42 million.

• Bought by Bollywood actor Shahrukh Khan's Red Chillies Entertainment in partnership with Juhi Chawla Mehta and her husband Jay Mehta for a price of USD 75.09 million.

• KKR are easily the most successful franchise in the IPL, achieving a profit of Rs. 13 crores.

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• This is solely due to the efforts of the advertising maestro, Shah Rukh Khan.

• KKR is the only team other than RR that does not have associated Brands !

• KKR sponsors are HDIL and Belmonte.

• The Telegraph (Kolkata) and Tag Heuer are associates sponsors.

• Sprite, Nokia and Matrix second Title sponsor.

• Reebok is the merchandise sponsor for the team.

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Logo

• The logo of the team consists of blazing golden Viking helmet against a black background with the name of the team written in Gold.

• Black stands for the ‘courage of Maa Kali’ and Gold stands for the ‘spirit of winning’.

• The KKR logo is the flagship symbol of KKR’s IMC campaign. 

• This design became one of the most recognized Franchisee Brand logo during the IPL.

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Mascot

• Mascot name Hoog Lee - better than any Lee in the world.

• Hoog Lee is “A lazy royal Bengal Tiger who loves to eat Burgers”.

• Hoog lee Comics were also released to attract young viewers of age 8 to 12.

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Team Anthem

• Main theme anthem is “Korbo, Lorbo,

Jeetbo Re” i.e We will do it, fight for it, win it !

• Composed by Vishal - Shekhar, famous Bollywood composers.

• Presented as team’s motto, and had a touch of Bengal in it.

• Video was released on Television channels and Internet.

• A KKR music album is expected shortly, and will be graced by voices and compositions of Usha Uthapp and Bappi Lahiri.

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Print Media

• Print ads were generally in collaboration with Sponsors.

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TV Commercials

• A series of interesting and catchy commercials are released every season. They generally show the strength of the team build team loyalty.

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TV Commercials as Surrogate Advertising

KKR leverages itself in the ads of associated brands as well.

TENSION MAT LE YAAR CAMPAIGN WITH NOKIA

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Merchandising

• Tie up with Reebok, Lux Cozi and Home Shop18

to sell KKR merchandise online as well as in walk in stores.

• Huge demand of Merchandise among Fans and KKR loyals generated a lot of revenue as well.

• Tie up with Nokia, distributed free merchandise as promotional offer for those who purchased a Nokia cell phone during IPL.

• Helped in building Brand loyalty and Brand Activation !

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Website http://www.kkr.in• Easy interface.

• Based on the theme of warriors and Team’s uniform color.

• Contains a lot of photos and videos, timely updated.

• Tickets of matches can also be purchased through the website.

• Also provides information regarding contests and sponsors.

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Social Media Presence

• Social Media Presence.

• Facebook page / Orkut Page / Twitter Page.

• KKR also tied up with Orkut and a dedicated KKR theme was created !

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YouTube Presence

• Youtube Presence• �• Thousands of videos available relating to KKR• �• Mostly posted by users• �• However we couldn t find KKR,as a user,postingvideos• �• Lot of hits for KKR related videos•

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Blogs

• Official Blog: http://www.kkr.in/teamblogs.aspx managed by KKR and link to this can also be found on their website.

• Many other blogs by fans like: http://www.sriraj.org/sports/official-kolkata-knight-riders-blog/

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Out of Home Media

• Advertising through hoardings on important roads of cities.

• Also visible on screens in malls and restaurants.

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Sponsors

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KKR Contests

• Rewards in form of tickets and merchandise.

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Fans Club – Loyalty Program

• The Knight Club - membership fees Rs 550 per year. On joining, members receive KKR goodies plus access to exclusive content on website.

• Planet Knight – Another place for fans to interact and discuss. Membership free.

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Simulated Games

• Developed online simulation games in partnership with Zapak Digital Entertainment around the same theme of KKR to ensured continuous involvement with the Brand.

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Comparative Analysis

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Brand Valuation

• Brand valuations of the IPL teams:

1. Kolkata Knight Riders - $42.1 million

2. Mumbai Indians - $46.1 million

3. Rajasthan Royals - $39.5 million

4. Chennai Super Kings - $39.4 million

5. Delhi Daredevils - $39.2 million

6. Royal Challengers Bangalore - $37.4 million

7. Kings XI Punjab - $36.3 million

8. Deccan Chargers - $34.8 million

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Brand Differentiation

Kolkata Knight Riders Mumbai Indians Chennai Super Kings

Value Proposition Korbo Lorbo Jitbo Re (Team of Warriors)

Duniya Hila Denge Indians

Different Team – Same Pride

Association Shahrukh Khan Sachin Tendulkar MS Dhoni

Strength Best Coaching Staff Strongest Squad World’s Best Captain

Sponsorships 10 11 3

Audience Cricket Crazy Bengalis Mumbaikars & Sachin Fans

Chennai & Dhoni Fans

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Perceptual Map

Awareness(Fan Following)

Players(Squad)

DC

KKRCSK

MIRCB

DD

Kings XI

Pune

RR

Kochi

Strong

Weak

High Low

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ANKUR PANDEY IM-2K8-007

MITALI AGARWAL IM-2K8-58

SONAM POTFODE IM-2K8-87

Thanking You

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