SUCCESS DRIVERS OF IPL A MARKET RESEARCH SURVEY REPORT

SUBMITTED TO Prof. BHARADWAJ

[Type the abstract of the doc !e"t here. The abstract #s typ#ca$$y a short s !!ary of the co"te"ts of the doc !e"t. Type the abstract of the doc !e"t here. The abstract #s typ#ca$$y a short s !!ary of the co"te"ts of the doc !e"t.% Abhinav Gupta (P ! ""#$ A%pita Sin&h (P ! "" $ Pa%ita Rathi (P ! "'#$ Pi(u)h Pan*+( (P ! "',$ K Sun*a%a%a-an (P ! ".,$

Lit+%atu%+ R+vi+/ 01% IPL2) *%iv+%)

IP& #s a T'e"ty() cr#c*et to r"a!e"t #"a + rated #" ()),- ofte" cred#ted '#th be#"+ the #"st#t t#o" that pro.ected the T'e"ty() for!at of the +a!e o"to the 'or$d sta+e. I" a" op#"#o" po$$ HT /()012- op#"#o"s 'ere ta*e" fro! #ts readers o" factors s ch as percept#o" of IP& a!o"+ IP& 'atchers a"d IP& "o"3'atchers- perce#4ed ad4a"ta+es a"d d#sad4a"ta+es of IP&- Iss es re$ated to IP& a"d the#r effects$oya$ty to'ards the spec#f#c c$ bs of IP& a"d the 'atch#"+ tre"ds of IP& a!o"+ d#ffere"t for!s or h#+h fe4er !atches #" I"d#a. Th#s +#4es a percept#o" of $#*e$y tre"d of op#"#o"s that are co!!o" a!o"+ the fo$$o'ers a"d detractors of IP&. I" a case st dy by IP& /())52- #t 'as sho'" that T'e"ty() for! of cr#c*et 'as the !ost preferred for! of cr#c*et o4era$$ '#th !a6#! ! #" the a+e +ro p of 073(8T9R for I"d#a #" I"ter"at#o"a$ cr#c*et 'as !a6#! ! for I:: 'or$d T'e"ty() I"d#a !atches co!pared to the a4era+e T9R for the to r"a!e"t a"d e4e" other I"d#a !atches d r#"+ the sa!e year- co!pet#t#4e pay pac*a+e a4a#$ab$e to p$ayers '#th respect#4e to the#r "at#o"a$ tea!;s pay pac*a+e. These pay pac*a+e has p $$ed #"ter"at#o"a$ p$ayers to the e6te"t that certa#" p$ayers ha4e started p tt#"+ #" the#r best efforts reser4ed for IP& a"d !a*#"+ the IP& !atches #"terest#"+. As per st dy by <e"d#c*- Ba$sara /()002- re4e" e d#str#b t#o" of IP& tea!s #s 1,= fro! ce"tra$ broadcast#"+- ((= fro! tea! spo"sorsh#p- 0>= fro! ce"tra$ spo"sorsh#p- 0>= fro! +ate rece#pts 'hereas pr#?e !o"ey #s the $east co"tr#b t#"+ co!po"e"t to the IP& tea!;s re4e" e. I" th#s sa!e st dy- #t has a$so bee" fo "d that IP& has bee" fo "d that 7)= of I"d#a" cr#c*et T9 4#e'ersh#p #s by !a$es a+ed abo4e 0> years a"d IP& has bee" part#c $ar$y effect#4e at $e4era+#"+ d#+#ta$ !ed#a to $#ce"se d#+#ta$ co"te"t. Th s !ed#a of 4#e'ersh#p #s a$so a s ccess factor #" dr#4#"+ IP&. Deb#prasad M *her.ee /())82 #" h#s paper @I!pact of ce$ebr#ty e"dorse!e"t o" bra"d #!a+eA had obser4ed that s#"+ ce$ebr#ty e"dorse!e"t has beco!e a s a$ tact#cs "ot o"$y to attract c sto!ers b t a$so to estab$#sh a stro"+ assoc#at#o" bet'ee" the prod ct a"d the e"dorser 'h#ch ca" obser4ed #" fra"ch#se of IP&. Hyde- :hr#stopherB Pr#tchard- Adr#a" /())82 #" the#r paper @T'e"ty () cr#c*etC a" e6a!#"at#o" of the cr#t#ca$ s ccess factors #" the de4e$op!e"t of the co!pet#t#o"A st d#ed the sef $"ess of the three strate+#c factor !ode$ /co!pet#t#o" t#!#"+- 'eather- sat rat#o" #" ter!s of $e"+th of the co!pet#t#o" a"d cro'd #"4o$4e!e"t D co"te6t a$ #ss es.2 as be#"+ a" effect#4e fra!e'or* for sports !ar*eters to p$a" "e' prod ct #"trod ct#o"s.

3ua4itativ+ R+)+a%5h
E a$#tat#4e Research for @S ccess Dr#4ers of I"d#a" Pre!#er &ea+ es 'as do"e s#"+ the fo$$o'#"+ !ethodsC I"3Depth A"a$ys#s Foc s Gro p Method

There 'ere se4e" #"ter4#e's co"d cted for the #"3depth approach to +#4e a c$ear #"s#+ht #"to 'hat the 4#e'er;s act a$$y $#*e a"d d#s$#*e abo t IP&. IP& be#"+ of the t'e"ty3t'e"ty for!at 'as the !a.or factor that peop$e $#*ed #t3 The fact that the !atch +ot o4er #" "ot !ore tha" H ho rs a"d a$so #t 'as be#"+ te$ecasted at the pr#!e t#!e 'he" peop$e are ho!e after off#ce. O"e of the #"ter4#e'ee 'as attracted to IP& beca se of the co"tests assoc#ated to #t that the spo"sors co!e p '#th- tho +h !a"y d#d "ot $#*e the #dea of a spo"sor;s "a!e be#"+ assoc#ated '#th a fo r or a s#6. The 4#e'ers; #"terest 'as a$so !a.or$y setbac* by the sca"da$s assoc#ated '#th IP&- f#rst the &a$#t Mod# case a"d the" the spot f#6#"+ sca"da$. O"e of the !ost +e"era$ #deas shared a!o"+ these #"ter4#e's 'as re+ard#"+ the .#"+$es a"d a"the!s that each part#c#pat#"+ tea! co!es p '#th. Most of the peop$e tho +h re!a#"ed 4ery "e tra$ to these .#"+$es a"d a"the!s b t s re$y fo "d the! catchy. A$so a!o"+ the co!!o" tho +ht 'as the cheer$ead#"+- !a"y of the #"ter4#e'ees tho +ht that cheer$ead#"+ d#d "oth#"+ b t added to the +$a!o r a"d that the#r 4#e'#"+ the !atch 'o $d "ot rea$$y be affected by the abse"ce or the prese"ce of the cheer$eaders. There 'as o"e Foc s Gro p 'h#ch co"s#sted of f#4e #"ter4#e'ees. The !ost h#+h$#+hted po#"t #" th#s d#sc ss#o" 'as the b#dd#"+ process of the p$ayers. Tho +h !ost of the #"ter4#e'ees #" the #"3depth !ethod fo "d the !ethod to be fa#r a"d be$#e4ed that #t +a4e a" e6pos re to the r#s#"+ yo "+ ta$e"t #" the co "try- the foc s +ro p tho +ht- that the b#dd#"+ proced re 'as a$so 4ery e"co ra+#"+ to the prese"t p$ayers to 'or* a"d perfor! 'e$$. The +ro p be$#e4ed that #t 'as a 'o"derf $ #dea to $et a tea! #de"t#fy #tse$f '#th H p$ayers 'ho 'o $d stay '#th the tea! a$$ a$o"+- a"d the rest be dec#ded o" the bas#s of b#dd#"+. A$so- #t ca!e #"to foc s- that peop$e $#*e to 'atch IP& '#th the#r fr#e"ds- be #t the#r or fr#e"d;s ho!e or at a c$ b scree"#"+- b t IP& beco!es a po#"t o4er 'h#ch they share #deas o" a"d are ab$e to bo"d 'e$$. Bas#ca$$y- as per the!- IP& #s e".oyed !ore '#th fr#e"ds tha" s#tt#"+ at ho!e a"d 'atch#"+ the !atch a$o"e. Most of the !e!bers of th#s +ro p a$so $#*ed the fact that the !e!bers of a s#"+$e tea! co!es fro! tea!s of oppos#"+ tea!s. The h#+h$#+ht 'as 'he" A"dre' Sy!o"ds a"d Harbha.a" S#"+h p$ayed for the sa!e t#!e after the Mo"*ey3Gate f#+ht. 6u)ti0i5ati1n 10 th+ )ai* 3ua4itativ+ Ana4()i) T114 C The sa#d !ethods 'ere chose" for the I a$#tat#4e a"a$ys#s beca se be#"+ #" a !a"a+e!e"t schoo$ 'here !a"y of the st de"ts fo$$o' IP& re+ $ar$y- these !ethods 'ere I #te feas#b$e. The I"3Depth Method 'as chose" as #t he$ps #t he$ps #" +ett#"+ deta#$ed #"for!at#o" a"d "dersta"d#"+ !ore acc rate$y the tho +hts of the 4#e'ers. As #t has o"$y s#"+$e part#c#pa"t- #t beco!es easy for the #"ter4#e'er to co"ce"trate o" the #"ter4#e'ee a"d "dersta"d !ore abo t the#r op#"#o"s. A$so- the fact that th#s process e$#!#"ated +ro p b#as a"d a$$o'ed the part#c#pa"t to prese"t h#sJher tho +ht '#tho t be#"+ shado'ed by a"other;s. The Foc s Gro p !ethod 'as chose" as #t !ore of a d#sc ss#o" a"d !ore f$e6#b#$#ty a"d spo"ta"e#ty #s #"4o$4ed- #t co $d br#"+ o t "co4er the po#"ts that 'ere "ot yet po"dered po" d r#"+ the #" depth #"ter4#e's. Tho +h #t too* $ess t#!e tha" o"e3to3o"e #"ter4#e's a"d as part#c#pa"ts shared a co!!o" #"terest

to'ards IP&- they 'ere !ore free ta$*#"+ a"d ! ch $ess co"sc#o s of the!se$4es 'h#ch a$$o'ed free3f$o' of tho +hts.

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D+p+n*+nt an* In*+p+n*+nt Va%iab4+) /ith th+i% S5a4+)

3u+)ti1nnai%+
0. Do Ko Watch IP&L a. Kes b. <o (. O" a" a4era+e- for ho' !a"y ho rs #" a day do yo 'atch IP&L MMMMMMMMMMMMM 1. P$ease rate the fo$$o'#"+ factors 'h#ch *eep yo #"terested #" 'atch#"+ IP&C Stro"+$y D#sa+ree E"terta#"! e"t a"d H !o r Assoc#at#o" of Fore#+" P$ayer Assoc#at#o" of :e$ebr#t#es Shorter For!at of the Ga!e T#!e :o"4e"#e"c e /pr#!e t#!e2 He$d d r#"+ S !!er 9acat#o"s I"d#a" :r#c*eters Perfor!#"+ &#4e R#s#"+ Ko "+ Ta$e"t A++ress#4e Mar*et#"+ /Bra"d#"+ a"d Pro!ot#o"2 of IP& A++ress#4e Mar*et#"+ D#sa+ree <e#ther D#sa+ree "or A+ree A+ree Stro"+$y A+ree

/Bra"d#"+ a"d Pro!ot#o"2 by Spo"sors E".oy!e"t '#th fr#e"dsJ fa!#$y

H. Wh#ch #s yo r fa4o r#te IP& tea!L a. :he""a# S per N#"+s b. M !ba# I"d#a"s c. S "r#sers Hyderabad d. N#"+s OI P ".ab e. No$*ata N"#+ht R#ders f. De$h# Darede4#$s +. P "e Warr#ors h. Roya$ :ha$$e"+ers Ba"+a$ore #. >. A+e a. Be$o' 0> b. 07 P (> c. (7 P 1> d. 17 P H> e. H7 P >> f. >7 P 7> +. Abo4e 7> 7. Ge"der a. Ma$e b. Fe!a$e Ra.astha" Roya$s

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