Smiling assassins swagat mishra round 1

Smiling assassins swagat mishra round 1

• 1.
  SWAGAT  MISHRA        SHANTANU  WAGLE     [email protected]      [email protected]   8652000120                      9819168618    
• 2.
  Case   Deliverables   Is  it  possible  for   CSK  to  become   much  more  that   an  IPL  club?   What  are  some   other  business   models  that  CSK   can  follow?   Analyse  the   feasibility  of  these   models  in  terms   of  profitability  and   increasing  brand   engagement?   •  The  Chennai  Super  Kings  (abbreviated   as   CSK)   are   a   franchise   cricket   team   based   in   Chennai,   Tamil   Nadu   that   plays  in  the  Indian  Premier  League.     •  Founded   in   2008,   the   team   is   captained   by   Mahendra   Singh   Dhoni   and  coached  by  Stephen  Fleming.   •   The  team  plays  its  home  matches  at   the   M.   A.   Chidambaram   Stadium   in   Chennai.   •  The  Chennai  franchise  was  sold  to  the   India  Cements  for  $91  million,  making   it   the   fourth   most   expensive   team   in   the  league.   •   India  Cements  acquired  the  rights  to   the  franchise  for  10  years.         Should  CSK  explore  alternaSve   models  of  revenue  outside  of   IPL  such  as  venturing  into   other  sports  and  leagues  and   transforming  into  a  complete   sporSng  club  instead  of  simply   concentraSng  on  cricket?   History  Of  CSK   Case Brief
• 3.
  Chennai Super Kings BRAND  PYRAMIND   SWOT  ANALYSIS   BRAND  NAME   •  CSK   brand   name   was   partly   inspired   or   downright   inherited   from  the  defunct  Chennai  Super   Stars   •  The  descriptor  “super”  –  Tamils’   overused  fuzzword  –  everything   is   “super”   from   morning   coffee   to  their  favorite  cinema  star.   BRAND  LOGO   •  The   “king   of   the   IPL   jungle”   symbolism   traces   back   to   Pallava  dynasty  who  combined   the   iconic   lion   emblem   with   other   symbols   like   the   SwasSka,   Srivatsa,   and   the   Trisula   in   their   copper   plate   seals.   BRAND  VALUES   BRAND  EQUITY   •  Hardworking   •  Focused   •  Fun  loving   •  Team  spirit   •  Fair  play   •  Calm  under  pressure   •  DeterminaSon   •  Most  consistent   •  Winners  -­‐PL  2010,2011   Finalists-­‐  2008,2012,2013   •  Champions  trophy   winners-­‐  2010,2014     •  Most  valuable  IPL  Brand   •  Only  team  to  reach   playoffs  every  season  
• 4.
  Benchmarking with famousinternational brands
• 5.
  Challenge #1 Is itpossible for CSK to become much more that an IPL club?  
• 6.
  Theme   Cafes   CSK   40  days   Live   Matches   Social   plaborms   Fan  Clubs  Media   PromoSons   Leverage   Rural   Market   Tier  2   talent   hunt   Gym/ Fitness   centes   “CSK  “           Engaged  all   year   Engagements
• 7.
  Strategies •  A  talent   search   compeSSon   that   happens  ager  IPL.   •  CSK  officials  will  go  to  places    across   India  and  select  budding                cricketers   •  The  selected  players  will  be  train  by   CSK  players.       •  CSK  a  brand  for  athletes   •  Fitness  centers  can  connect  with     youths     •  Also  showcases  the  discipline  and   hard-­‐work  required  to  be  an  athelete   •  Collaborate  with  a  FMCG  player   •  Mobile  vans  carrying  big  TVs  in   rural  areas   •  Tap  huge  potenSal  in  rural  areas   •  Vans  as  adverSsement  space  for   Sponsors     •  Cafes   and   restaurants   promoSng  CSK  theme     •  Various   cricket   memorabilia   of  players   •  Surprise  visists  of  players   •  Visibility  throughout  the  year       •  ExhibiSon   matches   in   various   franchise   games   like   ISL,IHL   with  CSK  CelebriSes     •  Matches   with   county   teams   and   associate   naSons   like   Afganistan,Netherlands   •  Matches   involving   reSred   legends  and  CSK  players   •  Start   sports   merchandise   stores   •  Offer  and  sell  sports  goods   •  Leverage   the     successful   and   successful   brand   name  of  CSK  
• 8.
  Strategies •  A  Indian  sports  channel  with  local   commentary   •  Live  matches  and  tv  shows  from  CSK   cricketers   •  Behind  the  scenes  anScs,  gossip  of   players     •  Pan  India  Biking  trips   •  CulminaSng  at  CSK  cricket  fair   •  Place  to  meet  fellow  fans,  buy  sell   collector  ediSons  merchandise   •  A  fun  party  desSnaSon   •  Can  leverage  on  the  trust  factor  of   CSK  and  provide  finance  to  low   income  classes   •  CSK  cards  which  allows  fans  best   deals  in  Sckets  and  merchandise   •  A   theme   park   to   be   started   with   rides     inspired   by   characters   •  AjracSons   to   include   box   cricket   ,go   karSng   and   other   adventure  sports       •  Mobile  games/Toys   •  Games  with  players  as   protagonists     •  Tie  ups  with  local  brands  to   supply  CSK  acSon  toys   •  Collaborate   with   Make-­‐a-­‐ wish  foundaSon   •  grant   the   wishes   of   c h i l d r e n   w i t h   l i f e   threatening   medical   condiSons  
• 9.
  Challenge #2 What aresome other business models that CSK can follow?  
• 10.
  Business Model Franchise  Model   Conglomerate  Model  
• 11.
  Challenge #3 Analyze thefeasibility of these models in terms of profitability and increasing brand engagement?  
• 12.
  AcVvity   Profitability   Investment   Brand  Engagement   Hotel/Restaurant/Catering   High   Very  High   •  High   •  Help  spread  brand  into  Ser-­‐2  ciSes   •  Year  long  engagement   Animated  cartoons,  games/ Toys   Low   High   •  Low   •  Use  cricketers  as  characters   •  Used  to  reach  youth  and  kids   Gym  and  Fitness  centers   Low   High   •  High   •  CSK  a  brand  for  athletes   •  Fitness  centers  can  connect  with    youths     Media   High   High   •  High   •  Can  produce  sports  movies  like  Mary   Kom   •  CSK  sports  –  A  Indian  sports  channel  with   local  commentary   •  Encourage  athletes   Finances   High   High   •  Medium   Can  leverage  on  the  trust  factor  of  CSK   and  provide  finance  to  low  income   classes   Sports  Stores   Medium   Medium   •  High   •  Leverage  the  sports  brand  CSK  and   provide  offering  of  sports  merchandise