Kolkata Knight Riders_IMC Campaign

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    15-Jan-2015
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Transcript of Kolkata Knight Riders_IMC Campaign

  • 1. Introduction Kolkata Knight Riders (KKR) is the franchise representingKolkata in the Indian Premier League, a Twenty20 crickettournament. UK based brand valuation company suggests , Kolkata KnightRiders (KKR) are ranked as the second most valuable franchisebrand at US$42 million. Bought by Bollywood actor Shahrukh Khans Red ChilliesEntertainment in partnership with Juhi Chawla Mehta and herhusband 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.

2. 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 haveassociated Brands ! KKR sponsors are HDIL and Belmonte. The Telegraph (Kolkata) and Tag Heuer are associatessponsors. Sprite, Nokia and Matrix second Title sponsor. Reebok is the merchandise sponsor for the team. 3. Logo The logo of the team consists of blazing golden Viking helmetagainst a black background with the name of the team writtenin Gold. Black stands for the courage of Maa Kali and Gold stands forthe spirit of winning. The KKR logo is the flagship symbol of KKRs IMCcampaign. This design became one of the most recognized FranchiseeBrand logo during the IPL. 4. Mascot Mascot name Hoog Lee - better than any Lee in the world. Hoog Lee is A lazy royal Bengal Tiger who loves to eatBurgers. Hoog lee Comics were also released to attract young viewersof age 8 to 12. 5. 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 teams 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 byvoices and compositions of Usha Uthapp and Bappi Lahiri. 6. Print Media Print ads were generally in collaboration with Sponsors. 7. TV Commercials A series of interesting andcatchy commercials are releasedevery season. They generallyshow the strength of the teambuild team loyalty. 8. TV Commercials as Surrogate Advertising KKR leverages itself in the ads of associated brands as well. TENSION MAT LE YAAR CAMPAIGN WITH NOKIA 9. Merchandising Tie up with Reebok, Lux Cozi and Home Shop18to sell KKR merchandise online as well as in walk in stores. Huge demand of Merchandise among Fans and KKR loyalsgenerated a lot of revenue as well. Tie up with Nokia, distributed free merchandise as promotionaloffer for those who purchased a Nokia cell phone during IPL. Helped in building Brand loyalty and Brand Activation ! 10. Websitehttp://www.kkr.in Easy interface. Based on the theme of warriors and Teams 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. 11. Social Media Presence Social Media Presence. Facebook page / Orkut Page / Twitter Page. KKR also tied up with Orkut and a dedicated KKR theme wascreated ! 12. YouTube Presence Youtube Presence Thousands of videos available relating to KKR Mostly posted by users However we couldnt find KKR,as a user,postingvideos Lot of hits for KKR related videos 13. Blogs Official Blog: http://www.kkr.in/teamblogs.aspx managed byKKR 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/ 14. Out of Home Media Advertising through hoardings on important roads of cities. Also visible on screens in malls and restaurants. 15. Sponsors 16. KKR Contests Rewards in form of tickets and merchandise. 17. Fans Club Loyalty Program The Knight Club - membership fees Rs 550 per year. On joining,members receive KKR goodies plus access to exclusive content onwebsite. Planet Knight Another place for fans to interact and discuss.Membership free. 18. Simulated Games Developed online simulation games in partnership with ZapakDigital Entertainment around the same theme of KKR to ensuredcontinuous involvement with the Brand. 19. Comparative Analysis 20. Brand Valuation Brand valuations of the IPL teams:1. Kolkata Knight Riders - $42.1 million2. Mumbai Indians - $46.1 million3. Rajasthan Royals - $39.5 million4. Chennai Super Kings - $39.4 million5. Delhi Daredevils - $39.2 million6. Royal Challengers Bangalore - $37.4 million7. Kings XI Punjab - $36.3 million8. Deccan Chargers - $34.8 million 21. Brand DifferentiationKolkata Knight RidersMumbai IndiansChennai Super KingsValue Proposition Korbo Lorbo Jitbo Re Duniya Hila Denge Different Team (Team of Warriors) Indians Same PrideAssociationShahrukh KhanSachin TendulkarMS DhoniStrength Best Coaching Staff Strongest Squad Worlds Best CaptainSponsorships 10 113AudienceCricket Crazy Bengalis Mumbaikars &Chennai & DhoniSachin Fans Fans 22. Perceptual MapStrongRCB MI DC CSKKKR PuneHighLowAwareness(Fan Following) DDRRKochiKings XI Weak Players (Squad) 23. Thanking YouPresented by:ANKUR PANDEYIM-2K8-007MITALI AGARWALIM-2K8-58SONAM POTFODE IM-2K8-87