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Chennai Super Kings

                      Great Lakes Institute of Management
                         Team Name : the3musketeers

                                 Team Members:
                      Sushant Midha          9176610426
                      Tushar Arora           9176633879
                      Vikram Choudhary       9381766572

                            Vikram.01.8@gmail.com
                          4EB1B55CC49483.34625819
“A great brand is one that drives choice, builds loyalty and allows the
                  brand to demand a price premium”
Roadmap to increase CSK Brand
                        Valuations

                                                                       This increased
                                                      Leverage upon brand value can
                                                      this recognition be used to create
                                                      to convert       further new assets
                              To increase brand                        e.g. foraying and
                                                      them into
                              recognition by                           investing into
                                                      profits
                              involving fans in its                    emerging cricket
               Leverage upon promotional
               this                                                    nations
                              activities
               performance to
               increase
Consistent     revenue
performance    through ticket
by Chennai     sales and
Super Kings.   sponsorships
TICKET SALES
                LEVERAGING EXISTING ASSETS
  FAN CLUB

MERCHANDISE

   COMICS

MEDIA TIE-UPS

WHISTLE PODU

  WEBSITE

SOCIAL MEDIA

  MASCOT
More Ticket Collecting Centers
T
I
C          More Schemes
K
E
T     “One Ticket for Full Fun”

S
A   Tie-Ups to Increase Occupancy
L
E
     Additional Seating Capacity
S
TICKET SALES

  FAN CLUB      LEVERAGING EXISTING ASSETS
MERCHANDISE

   COMICS

MEDIA TIE-UPS

WHISTLE PODU

  WEBSITE

SOCIAL MEDIA

  MASCOT
Discount Coupons from
F            Sponsors
A
N
    Exhibition “CSK Team v/s CSK
            Fans” matches
C
L
U           Fan Charter
B

           Fan Certificate
TICKET SALES

  FAN CLUB

MERCHANDISE     LEVERAGING EXISTING ASSETS
   COMICS

MEDIA TIE-UPS

WHISTLE PODU

  WEBSITE

SOCIAL MEDIA

  MASCOT
“Fan Oath” to help Counterfeit Fake
M             Merchandise
E
R            Tap Rural Market
C
H
A      More variety of Merchandise
N
D
I       Personalized Merchandize
S
E
        Target International Market
TICKET SALES

  FAN CLUB

MERCHANDISE

  COMICS        LEVERAGING EXISTING ASSETS
MEDIA TIE-UPS

WHISTLE PODU

  WEBSITE

SOCIAL MEDIA

  MASCOT
Available on Social Media
C
O
    Also Available as Comic Strips
M
I
C   Encouraging Participation from
S               Fans

       Increasing Accessibility
         through Print Media
TICKET SALES

  FAN CLUB

MERCHANDISE

   COMICS

MEDIA TIE-UPS   LEVERAGING EXISTING ASSETS
WHISTLE PODU

  WEBSITE

SOCIAL MEDIA

  MASCOT
M
E
D               CSK TV
I
A

T    Collaboration with Print Media
    with extensive National Coverage
I
E

U        Big-FM/Radio-Mirchi
P
S
TICKET SALES

  FAN CLUB

MERCHANDISE

   COMICS

MEDIA TIE-UPS

WHISTLE PODU    LEVERAGING EXISTING ASSETS

  WEBSITE

SOCIAL MEDIA

  MASCOT
W
H
I
S
T   Sponsor’s Product
L      Placement
E

P    Online Contest
O
D
U
TICKET SALES

  FAN CLUB

MERCHANDISE

   COMICS

MEDIA TIE-UPS

WHISTLE PODU

  WEBSITE       LEVERAGING EXISTING ASSETS
SOCIAL MEDIA

  MASCOT
Scoreboard/Commentary
W
E
B            Gaming App
S
I
T   News Coverage of Other Cricket
E              Events


            CSR initiatives
TICKET SALES

  FAN CLUB

MERCHANDISE

   COMICS

MEDIA TIE-UPS

WHISTLE PODU

  WEBSITE

SOCIAL MEDIA    LEVERAGING EXISTING ASSETS
  MASCOT
S
O        “Sign for CSK”
C
I      “Spread the word”
A
L
       Promotional Events
M
E      Twitter Verification
D
I
A   News and Announcements
TICKET SALES

  FAN CLUB

MERCHANDISE

   COMICS

MEDIA TIE-UPS

WHISTLE PODU

  WEBSITE

SOCIAL MEDIA

  MASCOT        LEVERAGING EXISTING ASSETS
Attract Licensing of Mascot



M   Sponsor’s Advertising on Mascot
A
S   Events, Inaugural Ceremonies and
C            Mall Promotions
O
T     Product Launches and Parties


         International Presence
EMERGING CRICKET
    NATIONS
                   CREATING NEW BRAND ASSETS
    CSK TV

CSK MOBILE APP
  CSK CREDIT
    CARDS
 MOBILE VAN

 BIKER’S GANG

 THEME CAFES
 COFFEE TABLE
    BOOK
      CSR
E
M
E
R   Foray into emerging cricketing nations
G    like Ireland, Netherland, Canada, etc.
I
N
G       Promoting Cricket initiatives.
C
R
I       Investing in infrastructure and
C              nurturing talent.
K
E
T      Access to raw talent and global
                recognition.
N
A
T
I       More exposure for sponsors.
O
N
S
EMERGING CRICKET
    NATIONS

     CSK TV        CREATING NEW BRAND ASSETS
CSK MOBILE APP
  CSK CREDIT
    CARDS
  MOBILE VAN

 BIKER’S GANG

 THEME CAFES
 COFFEE TABLE
    BOOK
      CSR
C
S
K
    Collaboration with a DTH Service
                provider.
T
V
     Telecasting CSK practice sessions,
C   local matches, cricket tutorials etc.
H
A
N     Revenue Generation through
           Advertisements.
N
E
L
EMERGING CRICKET
    NATIONS

    CSK TV

CSK MOBILE APP     CREATING NEW BRAND ASSETS
  CSK CREDIT
    CARDS
  MOBILE VAN

 BIKER’S GANG

 THEME CAFES
 COFFEE TABLE
    BOOK
      CSR
C
S
K
      Built in Apps across all
M            platforms
O
B
I         Mobile games
L
E
             Apps for
A   News, scoreboards, teams, c
P        ommentary, etc.
P
EMERGING CRICKET
    NATIONS

    CSK TV

CSK MOBILE APP
  CSK CREDIT
    CARDS          CREATING NEW BRAND ASSETS
  MOBILE VAN

 BIKER’S GANG

 THEME CAFES
 COFFEE TABLE
    BOOK
      CSR
C
S
K
    Collaborate with a bank
C
R
E      Special discounts
D
I
T   More customers for the
            bank
C
A   Engage with fans more
R        extensively
D
S
EMERGING CRICKET
    NATIONS

    CSK TV

CSK MOBILE APP
  CSK CREDIT
    CARDS
 MOBILE VAN        CREATING NEW BRAND ASSETS
 BIKER’S GANG

 THEME CAFES
 COFFEE TABLE
    BOOK
      CSR
M    Collaborate with a FMCG
              player
O
B
I   Mobile vans carrying big TVs
           in rural areas
L
E
     Tap huge potential in rural
               areas
V
A
    Vans as advertisement space
N           for Sponsors
EMERGING CRICKET
    NATIONS

    CSK TV

CSK MOBILE APP
  CSK CREDIT
    CARDS
  MOBILE VAN

 BIKER’S GANG      CREATING NEW BRAND ASSETS

 THEME CAFES
 COFFEE TABLE
    BOOK
      CSR
B       Pan India Biking trips
 I
K
E             Red Bull
R
‘S
     Extensive coverage through
G           Social Media
A
N    Promote as Reality TV show
G           on CSK TV
EMERGING CRICKET
    NATIONS

    CSK TV

CSK MOBILE APP
  CSK CREDIT
    CARDS
  MOBILE VAN

 BIKER’S GANG

 THEME CAFES       CREATING NEW BRAND ASSETS
 COFFEE TABLE
    BOOK
      CSR
T
    Cafes promoting CSK theme
H
E
M
    Outsource entire operations
E

C
     Revenue on Sharing Basis
A
F
E
    Visibility throughout the year
S
EMERGING CRICKET
    NATIONS

    CSK TV

CSK MOBILE APP
  CSK CREDIT
    CARDS
  MOBILE VAN

 BIKER’S GANG

 THEME CAFES
 COFFEE TABLE
    BOOK           CREATING NEW BRAND ASSETS
      CSR
C
O
F
F
E
E
          CSK journey
T
A
B
L   Relationship with ALL its
E
          stakeholders
B
O
O
K
EMERGING CRICKET
    NATIONS

    CSK TV

CSK MOBILE APP
  CSK CREDIT
    CARDS
  MOBILE VAN

 BIKER’S GANG

 THEME CAFES
 COFFEE TABLE
    BOOK
      CSR          CREATING NEW BRAND ASSETS
C
S
R

I   Support a Cause
N
I
T
     NGO tie-ups
I
A
T
I   Green Initiative
V
E
S
Emerging                                             Leverage
                    Cricket                                               Rural
                    Nations                 Ticket Sales                 Market




                    Sponsorships
                                                                  Media Rights
                    and Licensing
                                              CSK
                                             “CSK “
                                            $ 55.37
                                            The Global
                                            million
                                              Brand
                                                                             Fan
                Theme
                                                                          Inclusive
                 Cafes                                                    Activities

                              Merchandise                  Fan Clubs



Source – Brand Financial Report 2011
Marketing Strategy - Chennai Super Kings

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Marketing Strategy - Chennai Super Kings

  • 1. Chennai Super Kings Great Lakes Institute of Management Team Name : the3musketeers Team Members: Sushant Midha 9176610426 Tushar Arora 9176633879 Vikram Choudhary 9381766572 Vikram.01.8@gmail.com 4EB1B55CC49483.34625819 “A great brand is one that drives choice, builds loyalty and allows the brand to demand a price premium”
  • 2. Roadmap to increase CSK Brand Valuations This increased Leverage upon brand value can this recognition be used to create to convert further new assets To increase brand e.g. foraying and them into recognition by investing into profits involving fans in its emerging cricket Leverage upon promotional this nations activities performance to increase Consistent revenue performance through ticket by Chennai sales and Super Kings. sponsorships
  • 3. TICKET SALES LEVERAGING EXISTING ASSETS FAN CLUB MERCHANDISE COMICS MEDIA TIE-UPS WHISTLE PODU WEBSITE SOCIAL MEDIA MASCOT
  • 4. More Ticket Collecting Centers T I C More Schemes K E T “One Ticket for Full Fun” S A Tie-Ups to Increase Occupancy L E Additional Seating Capacity S
  • 5. TICKET SALES FAN CLUB LEVERAGING EXISTING ASSETS MERCHANDISE COMICS MEDIA TIE-UPS WHISTLE PODU WEBSITE SOCIAL MEDIA MASCOT
  • 6. Discount Coupons from F Sponsors A N Exhibition “CSK Team v/s CSK Fans” matches C L U Fan Charter B Fan Certificate
  • 7. TICKET SALES FAN CLUB MERCHANDISE LEVERAGING EXISTING ASSETS COMICS MEDIA TIE-UPS WHISTLE PODU WEBSITE SOCIAL MEDIA MASCOT
  • 8. “Fan Oath” to help Counterfeit Fake M Merchandise E R Tap Rural Market C H A More variety of Merchandise N D I Personalized Merchandize S E Target International Market
  • 9. TICKET SALES FAN CLUB MERCHANDISE COMICS LEVERAGING EXISTING ASSETS MEDIA TIE-UPS WHISTLE PODU WEBSITE SOCIAL MEDIA MASCOT
  • 10. Available on Social Media C O Also Available as Comic Strips M I C Encouraging Participation from S Fans Increasing Accessibility through Print Media
  • 11. TICKET SALES FAN CLUB MERCHANDISE COMICS MEDIA TIE-UPS LEVERAGING EXISTING ASSETS WHISTLE PODU WEBSITE SOCIAL MEDIA MASCOT
  • 12. M E D CSK TV I A T Collaboration with Print Media with extensive National Coverage I E U Big-FM/Radio-Mirchi P S
  • 13. TICKET SALES FAN CLUB MERCHANDISE COMICS MEDIA TIE-UPS WHISTLE PODU LEVERAGING EXISTING ASSETS WEBSITE SOCIAL MEDIA MASCOT
  • 14. W H I S T Sponsor’s Product L Placement E P Online Contest O D U
  • 15. TICKET SALES FAN CLUB MERCHANDISE COMICS MEDIA TIE-UPS WHISTLE PODU WEBSITE LEVERAGING EXISTING ASSETS SOCIAL MEDIA MASCOT
  • 16. Scoreboard/Commentary W E B Gaming App S I T News Coverage of Other Cricket E Events CSR initiatives
  • 17. TICKET SALES FAN CLUB MERCHANDISE COMICS MEDIA TIE-UPS WHISTLE PODU WEBSITE SOCIAL MEDIA LEVERAGING EXISTING ASSETS MASCOT
  • 18. S O “Sign for CSK” C I “Spread the word” A L Promotional Events M E Twitter Verification D I A News and Announcements
  • 19. TICKET SALES FAN CLUB MERCHANDISE COMICS MEDIA TIE-UPS WHISTLE PODU WEBSITE SOCIAL MEDIA MASCOT LEVERAGING EXISTING ASSETS
  • 20. Attract Licensing of Mascot M Sponsor’s Advertising on Mascot A S Events, Inaugural Ceremonies and C Mall Promotions O T Product Launches and Parties International Presence
  • 21. EMERGING CRICKET NATIONS CREATING NEW BRAND ASSETS CSK TV CSK MOBILE APP CSK CREDIT CARDS MOBILE VAN BIKER’S GANG THEME CAFES COFFEE TABLE BOOK CSR
  • 22. E M E R Foray into emerging cricketing nations G like Ireland, Netherland, Canada, etc. I N G Promoting Cricket initiatives. C R I Investing in infrastructure and C nurturing talent. K E T Access to raw talent and global recognition. N A T I More exposure for sponsors. O N S
  • 23. EMERGING CRICKET NATIONS CSK TV CREATING NEW BRAND ASSETS CSK MOBILE APP CSK CREDIT CARDS MOBILE VAN BIKER’S GANG THEME CAFES COFFEE TABLE BOOK CSR
  • 24. C S K Collaboration with a DTH Service provider. T V Telecasting CSK practice sessions, C local matches, cricket tutorials etc. H A N Revenue Generation through Advertisements. N E L
  • 25. EMERGING CRICKET NATIONS CSK TV CSK MOBILE APP CREATING NEW BRAND ASSETS CSK CREDIT CARDS MOBILE VAN BIKER’S GANG THEME CAFES COFFEE TABLE BOOK CSR
  • 26. C S K Built in Apps across all M platforms O B I Mobile games L E Apps for A News, scoreboards, teams, c P ommentary, etc. P
  • 27. EMERGING CRICKET NATIONS CSK TV CSK MOBILE APP CSK CREDIT CARDS CREATING NEW BRAND ASSETS MOBILE VAN BIKER’S GANG THEME CAFES COFFEE TABLE BOOK CSR
  • 28. C S K Collaborate with a bank C R E Special discounts D I T More customers for the bank C A Engage with fans more R extensively D S
  • 29. EMERGING CRICKET NATIONS CSK TV CSK MOBILE APP CSK CREDIT CARDS MOBILE VAN CREATING NEW BRAND ASSETS BIKER’S GANG THEME CAFES COFFEE TABLE BOOK CSR
  • 30. M Collaborate with a FMCG player O B I Mobile vans carrying big TVs in rural areas L E Tap huge potential in rural areas V A Vans as advertisement space N for Sponsors
  • 31. EMERGING CRICKET NATIONS CSK TV CSK MOBILE APP CSK CREDIT CARDS MOBILE VAN BIKER’S GANG CREATING NEW BRAND ASSETS THEME CAFES COFFEE TABLE BOOK CSR
  • 32. B Pan India Biking trips I K E Red Bull R ‘S Extensive coverage through G Social Media A N Promote as Reality TV show G on CSK TV
  • 33. EMERGING CRICKET NATIONS CSK TV CSK MOBILE APP CSK CREDIT CARDS MOBILE VAN BIKER’S GANG THEME CAFES CREATING NEW BRAND ASSETS COFFEE TABLE BOOK CSR
  • 34. T Cafes promoting CSK theme H E M Outsource entire operations E C Revenue on Sharing Basis A F E Visibility throughout the year S
  • 35. EMERGING CRICKET NATIONS CSK TV CSK MOBILE APP CSK CREDIT CARDS MOBILE VAN BIKER’S GANG THEME CAFES COFFEE TABLE BOOK CREATING NEW BRAND ASSETS CSR
  • 36. C O F F E E CSK journey T A B L Relationship with ALL its E stakeholders B O O K
  • 37. EMERGING CRICKET NATIONS CSK TV CSK MOBILE APP CSK CREDIT CARDS MOBILE VAN BIKER’S GANG THEME CAFES COFFEE TABLE BOOK CSR CREATING NEW BRAND ASSETS
  • 38. C S R I Support a Cause N I T NGO tie-ups I A T I Green Initiative V E S
  • 39. Emerging Leverage Cricket Rural Nations Ticket Sales Market Sponsorships Media Rights and Licensing CSK “CSK “ $ 55.37 The Global million Brand Fan Theme Inclusive Cafes Activities Merchandise Fan Clubs Source – Brand Financial Report 2011