This ppt was made for the presentation in front of CSK team at IIMK competition- Whistle Podu

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

3. T • Introduce more ticket collecting centers at places with more foot-
I falls like food joints (Pizza Hut) and cafes (CCD) for visitors ease.
C • Schemes like special group ticket rates, a free-ticket on buying CSK
K merchandise or any other sponsor merchandise can further act as a
E catalyst for enhanced ticket sales.
T • Tickets for the matches with a lower occupancy forecast can be sold
via educational institutes at discounted prices with a value
S proposition of promoting sports culture.
A • Creating additional seating capacity outside the stadium and
L screening the live match on projector screens.
E • For ardent fans- “One ticket for full fun”-single ticket for all CSK
S matches in the season
F
• Discount Coupons – Introduce discount coupons from all the A
N
possible sponsors
• CSK Vs. Fans – Special contest to select ‘Fan Team’ and friendly C
L
match with CSK team. U
• Creating a “Fan Charter”- Citing charachteristics of a CSK fan. B

4. Leveraging existing brand assets
L
I • In order to counter fake merchandise a “Fan Oath” could be
C
E
created, necessary for all CSK fans, encouraging them to
N abandon fake CSK merchandise
S
I • Also fans could be motivated to contact CSK with any
N
G
information related to CSK counterfeit goods.
• Distribution network of an FMCG can be leveraged for
&
merchandise sale. This would also provide extra sponsorship
M for CSK.
E
R • Sporting apparels with players’ name can be introduced to
C
H
improve brand visibility throughout the year.
A • The Brand apparels featuring players’ record can be
N
D introduced. Personalize T-shirts – Personalized Products
I always have a feeling of close relationship which can
S
I increase sales.
N
G

5. Leveraging existing brand assets
C
O • Social Media – make it available on social media to make it more
M visible and hence attract customers.
I • Fans can be encouraged to created their own version, the best
of which would be published in the comic.
C
S • Distribution channel of our sponsor ‘Hindu’ can be used to
make it widely available.
WHISTLE
•The product placement of various brands can be done in this
video. The brand inclusion has to be minor as theme of the song
cant be compromised upon.
•A competition can be started on the CSK Facebook page asking
people to make their own ‘Whistle Podu’ videos. This could act
as a medium to reaching out to the fans.
PODU

6. Leveraging existing brand assets
• An event like ‘Sign for CSK’ could be started to collect fan’s information.
• This information can be used to provide them products & services, for
consumer profiling, market research.
• ‘Spread the word’ event on Facebook could be created where already existing
fans can invite their friends to be a part of CSK.
• Promotional events “Predict the Winner/MoM/Runs Scored “ etc. could be
created where CSK merchandise can be given out as prizes.
• Twitter verification – The twitter page needs to be officially verified to provide
more authentication as many CSK profiles are present.
• All the news of various schemes, offers and promotional events should be on
Twitter. The twitter reach is fastest and widest.
• Scoreboard, commentary, sports news should be brought in for all
IPL, domestic and International markets. This could attract more clicks on the
website.

7. Leveraging existing brand assets
MEDIA TIE-UPS
• Times Of India with its increased presence in South India
and its omnipresence across India can be a good option as
a Media partner. (This initiative can be taken once contract
with Hindu ends.)
• CSK TV can be the next big thing increasing its media
presence.
• Along with Hello FM, its radio partner in South India, some
other radio station like Radio Mirchi or Big FM can be
partnered to leverage upon its popularity across India.

8. New Brand Assets
FRANCHISEE
SPONSORSHIP
• Merchandise – Collaborate with a FMCG
company would not only provide a new sponsor
but also its distribution network could be
leveraged upon for merchandise distribution.
DTH TV CHANNEL
•Collaborate with DTH Service provider. A new channel
can be started on their service showing special CSK
events, practice sessions and other activities

9. New Brand Assets
CREDIT CARD
• Collaborate with a bank to start special CSK flavoured
credit cards. The card-holders would get special
discounts on CSK merchandise, sponsor’s merchandise,
theme cafes, match tickets, etc.
MOBILE VAN
•Mobile vans carrying big TV can go across different
villages promoting CSK and its extended brand
elements. This could also be used as a promotional
event for CSK sponsors and for CSK merchandise
goods.

10. New Brand Assets
THEME CAFE
• CSK theme cafes should be opened. Here the
business model could be structured in a manner
where the entire deal could be outsourced and
revenue could be based on a shared-manner.
HAPPY MEAL TOY
•CSK theme toys as part of McDonalds’ Happy Meal can
become a major attraction for kids. As this would be mutually
beneficial for the parties, hence the expenditure and (latent)
revenue from this could be mutually shared.

11. New Brand Assets
COFFEE TABLE BOOK
• Coffee table book featuring the journey of CSK
since its inception. This coffee table book would
also talk about its sponsors and how both of
them have been able to create values for each
other.
MOBILE APP
•CSK Mobile App should be launched which will include
all the features like
schedules, news, scoreboards, teams, commentary and
all other related activities etc.

12. New Brand Assets
BIKER’S GANG • Leveraging upon the popularity of biking groups in
South India, a CSK biker’s gang could be created and
biking trips across India could be organized.
• ‘Red Bull’, who has been sponsoring motor and
adventure sports events across the world can be
brought in as sponsors.
•CSK can support a particular cause and tie-up with CSR ACTIVITIES
NGOs working for that particular cause.
•Moreover 1-2 % of profit from sale of CSK
merchandise can go to this cause.

13. New Brand Assets
EMERGING CRICKET NATIONS
• The increased Brand Recognition of CSK can be further
utilized to foray into emerging cricketing nations like
Ireland, Netherland, Canada, USA, China, Maldives, etc.
• Creating cricket promoting programs and investing in
infrastructure and human resource in these countries
could pay huge returns in the future.
• The fact that ICC had decided to invest US $300 million
for promoting cricket in new countries shows that this
could be the beginning of a new phase for international
cricket.