1. TEAM: FADED FLAME IIM KOZHIKODE
Ashutosh Vikram Arnab Guha Mallik Abhisek Paul
ashutoshv15@iimk.ac.in arnabgm15@iimk.ac.in abhisekp15@iimk.ac.in
9745212105 Ph: 8943994677 Ph:8943707444
Registration ID: 508cdd441da6f1.04348573

2. CHENNAI SUPER KINGS
USP Brand Values Objectives Hall of Fame
• Has been the most • Fire in the belly • Promoting CSK using • Winner of IPL 2010 & 2011,
successful IPL team since • Honour ‘Social Media Enterprise, Runners up in 2012,
its inception • Self-esteem Mobile Computing, Champions League 2010
• Team spirit & Analytics and Cloud’ • Won the fair-play award
Brand Personality sportsmanship • build a revenue model to thrice
• Fearless Entertainers who • Unwavering focus on the leverage social and mobile • Most valuable IPL team
play to win sport media (Brand Finance 2010)
Revenue Streams
1. Ticket Sales, 2. Franchisee Sponsorships , 3. Fan Club , 4. Merchandising, 5. Comics, 6. Licensing, 7. Media Tie-ups
THE OPPORTUNITY of SMAC
Chennai Super Kings
emerged as one of the As per the findings of Nielsen
The time spent on sports
biggest sports brand on Informate Mobile Intelligence, Similarly, the number of
properties on smart phones
social networking site – users spent almost thrice the sessions on 'apps' also rose
increased to an average of 13
Facebook in India, amassing amount of time on 'sports to 12 sessions per day per
minutes per day per person
5.8lakh fans prior to start of apps' at the end of the IPL person by the end from four
at the end of IPL compared
season 5 in March 2012 season compared to the sessions per day per person
to just 5 minutes per day per
alone. It has created myriad time spent at the start of the in the beginning IPL 5.
person at the start
opportunities for the fans to tournament.
interact with the team
THE OPPORTUNITY IS THERE CASH IN USING SOUND SOCIAL MEDIA STRATEGIES
DRIVE ENGAGEMENT LOYALTY CONVERSION

3. Competitor Analysis
Teams Tools of Likes/Fans/ Apps/Contents Contests Engagement Strategy Interaction
Engagement Followers Level
Facebook, Fans: free-ticket Fan of the Hindi Posts, 3 blogs 8/10
Twitter, 508793 giveaway box, Week on FB, namely, Mentor’s
Youtube, Active: 21,703 Hindi Posts Dare2Wish Musings, Ringside View,
Blog/website Followers: 17,146 and Roadshow
Facebook, Fans: sneak peaks of X give fans an insider 7/10
Twitter, 1312347 the team, access to KKR dressing
Youtube, KKR Active: 36362 announcement of room, portal having
online portal Followers: ticket sales gallery and blogs
70,000+
Facebook, Fans: 2890621 Sneak peak. X Players become 9/10
Twitter, Active: 54694 Personal players Friends, Players
Youtube videos replying fans using first
name, Using videos to
drive traffic
Facebook, Fans: 862134 Uses FB to bring Caricature Debates, contests No 7/10
twitter, Active: 53,220 fans on its Chris Boundaries talk
Youtube, Followers: 63,672 website, where all show,created some
Website actions happen exclusive
videos,animations to
keep its fans engaged.

4. Competitor Analysis
Teams Tools of Likes/Fans/ Apps/Contents Contests Engagement Interaction
Engagement Followers Strategy Level
Facebook. Fans: 359828 The Locker Room, X Puma Comics, Hall 9/10
Twitter, Active: 16,852 Join The Royal Bol Forum, Winners
Youtube, Fan Followers: 41,293 Army, quizzes, Hall, Fan Poll, Fan of
Zone match updates the Week, Video of
etc. the day, Player of
the Week,
Facebook, Fans: 43,167 images, cartoons, X Videos, partnered 5/10
Twitter, Active: 2458 texts, and videos, with Godrej to
Youtube Followers: 30,177 images, cartoons, spread
texts, and videos consciousness about
energy conservation
Facebook, Fans: 256264 Announcing X donation for Saving 4/10
Twitter, Active: 6,369 future matches, a Child’s Heart
Youtube, Followers: 33,107 Initiative
Fan Zone
Facebook, Fans: 155422 updates were The Biggest Fan Cricket Guru, Predict 5/10
Twitter, Active: 8,684 largely related to and Dada’s Army Today’s Line Up
Youtube the on-going
match

5. ANALYTICS
GOOGLE ANALYTICS
Google Analytics results into actionable intelligence.
 Let’s you know where your audience is located
 Provides a metric called Bounce Rates which help you determine the % of people who come the site but never click through to the next
step- Can help you improve the quality and user ease of the site
 Provides a metric called Referring Sites - If people are reaching your site from Facebook, Twitter, or somewhere else, this metric will
provide you with those details, and you can provide better content on these websites.
SEARCH ENGINE OPTIMIZATION
With the help of Search Engine Optimization technique,
Chennaisuperkings.com can be ranked in top search results of
appropriate keywords.
SEO operation can help locate the best search terms which will not
only attract more visitors to our web site, but ensure that those
visitors are CSK loyalists.
Some of the benefits of Search Engine Optimization are:
 Saves time and Money
 Improve your Competitive Edge
 Expand Customer Base and target Audience
 Increases return on investment
High Impact search queries have been
 CHENNAI SUPER KINGS, SUPERKINGS, CSK
Opportunities; queries that are relevant but have low competition
in Search Engine Marketing
 CHENNAI, IPL TICKETS, LIVE IPL SCORES, IPL TICKETS, CSK TEAM

6. SOCIAL MEDIA STRATEGY-Facebook
CONTENT GENERATION
• Regular interactions with fans on Facebook and twitter: online contents
• Pre match Team Updates Team news + ask for predictions  increases customer engagement
• Score updates at regular intervals
• Post match discussion and updates and polls on relevant topics like best player, biggest mistake in today’s match etc.
• Share photos, contests etc.
• Share posters about upcoming matches generate conversations build engagement drive loyalty

7. FACEBOOK APPS
Utilizing social networks to funnel users to the league site and official fan engagement site. This integrated
channel will ensure maximum utilization of each domain
• App for the fans to upload their pics during home game
• CSK ALERT APP: to provide live commentary on the match
• Merchandize app to show the merchandize available and link to take them to the official website of the merchandize
• APP to buy tickets online through Facebook
• Trivia App Quiz about your favorite club CSK
• Tshirt Generator enter name and jersey number to make an CSK T-shirt photo for your self and share with Friends on
Facebook
KEEPS FAN ENGAGED AND CONNECTED WITH THE BRAND HUGE INCREASE IN SOCIAL MEDIA USAGE
Generate Revenues
CONTESTS ON FACEBOOK
Variety of contests can be run on Facebook to generate
engagement among fans
Slogan Competitions Predict Man of the match
Funny Captions Score Predictions
Photo Captions QUIZZES

8. FACEBOOK EVENTS
DON THE COACH’s HAT CONTEST
A Discussion engaging contest
 Fans have to like the page
 Take part in post match discussion which will be moderated.
 They will be judged on the basis of their comments, analysis, understanding, likes etc
 The best one or 2 fans will be featured on the facebook page with their name and pic as “COACH OF THE DAY”
CRICKET FANS will love such contest tendency to scrutinize a match after the game drive engagement- better
brand perception increase in fan base
CRAZY FAN CONTEST
 Click your CRAZY CSK photo
 Post of CSK Facebook wall
 Each day 5 random photo will be selected
 During the innings break these photo will be displayed on the big screen
in stadium
 The photo with maximum number of likes wins
 Each day new winner, get free membership of CSK and win exciting
exclusive REEBOK merchandize
INCREASES FAN ENGAGEMENT and DRIVES LOYALTY

9. FACEBOOK EVENTS
Lets Build a CSK WALL Contest
 During this FB contest fans from around the world share their CSK stories!
 Fans post their CSK story, the ones with maximum likes goes onto the CSK
wall
 Outside the stadium a huge temporary Wall (by cardboard) can be built and
the best ones put every day
Thus once again brining CSK fans closer to the team, stadium and one
another as around the world fans feel united
Build A BANNER Contest
 During this contest CSK fans get a chance to create a banner via this
Facebook application.
 CSK will then pick their favourite banners
 Selected banners will be displayed at various games for all fans to
see
Thus bringing fans into the stadium & closer to the team they
love.
The above events, apps etc. generate more Fan engagement
and drives loyalty better passion branding
Why Twitter ?
 Create Tweets that engage fans of the club
 Attract new followers to spread the goal of the campaign and to create new fans
 Continue to offer incentives to fans that spread or “retweet” the strategized messages that are published
 Will also Tweet about players personal blogs attempting to gain attention among fans
 Twitter helps in fan engagement, which in turn leads to loyalty

10. SOCIAL MEDIA STRATEGY-Twitter
CONTESTS ON TWITTER
 Offer Free Tickets to The First 140 Fans Who Post a Twit Pic of the Ticket
Box Office
 Feature Live Tweets on the Scoreboard
 Post Behind-the-Scenes Twit Pics…
 Share Photos of Team community Relations Events
 Lead Fan Chants with Instructions via Team Twitter Handle
 Announce Team Lineups
 Post Twit Vids of 140 Second Clips From the Dressing rooms
 Distribute Merchandise discounts to Twitter Followers
Roar_CSK Hash Tag Contest
 Twitter can be used to create “Social Media Stadium”.
 The most popular tweets including #ROAR_CSK hash tag will be screened in
the Chinnaswamy Stadium
 These will be displayed during the Innings Break of the matches
 This is an efficient method of connecting with users at the match, including
those who are external to the stadium
MOBILE MARKETING + MY CSK MOBILE APP
My CSK Mobile Community
 My CSK mobile app allow users to access to: Clasisfication, Schedule, exclusive contests, Results, Score updates, videos, News,
Chat, sixes and fours, Messenger, ticket sales, merchandize sales
 Communicate exclusive special offers and ticket availability to CSK users, so if for one game we have some tickets left we can let
all of our mobile fans know and offer them the opportunity to buy tickets to a game.

11. SOCIAL MEDIA STRATEGY-MOBILE
MOBILE MARKETING + MY CSK MOBILE APP
The mobile strategy can be broken down into two key aims:
 Generating Traffic on the App:
 Leveraging that traffic for Revenue Generation
CSK FANS LIVING IN OUTSIDE CITIES AND OTHER COUNTRIES CAN STAY IN TOUCH WITH THE BRAND ALL THE TIME
Purpose served: 1ST ENGAGEMENT THEN CONVERSION
Generating Traffic on the App
The CSK mobile app
The success of any Telecasting CSK
will consist of
mobile app depends practice sessions,
features like score
upon the traffic local matches, cricket
update, direct links on
generated through it. tutorials etc.
FB, Twitter etc.
The other features include:
This will help in
IPL FANTASY CRICKET Online Ticketing &
generating immense
GAME: merchandizing, upload
ROAR FOR CSK traffic on our app.
photos to your csk wall
Engagement  Traffic Leverage for Revenue Generation
First Point of Commercial Contact
 These mobile apps can act as first point of commercial contacts for CSK
 Club can easily sell their Merchandises via mobile app, provide a direct link where they can buy merchandises of their choices
 Avail special discounts in selected places

12. SOCIAL MEDIA STRATEGY-Revenue Model
REVENUE GENERATION via MOBILE APP
Location Based Marketing
CSK EXPERIENCE
 Once sufficient traffic has got generated on our Mobile App, we can Step 1 : Creating Content
start location based marketing • Contracts with the main media groups in
 We can tie up with various Restaurants, Bars, Multiplex, Showrooms, India(Times, Network 18 etc) and abroad (BBC etc)
Retails Stores etc to develop continuous contest/content in TV,
 Offers are send to users based on their location, for example an offer internet, magazines
of 10% on todays Breakfast at your nearest restaurant will be
Step 2: Communicating
displayed on the app
 Tie up with companies like IN MOBI or Nokia Ad sense (NAX) to • Usage of mobile in the traditional communication
monetise the app messages with the fans: Videogreeting on Pongal,
Diwali etc.
 This service will not be nuisance for customers like other promotions,
• Greeting could be send even after team qualifies
reason being user himself clicks on the promotional activity part on
for finals or wins Cup
our CSK mobile app
launch daily SMS contests in TV and newspapers during IPL season good source of revenue
REVENUE GENERATION via SOCIAL MEDIA
 The point of revenue generation will be through the Merchandise app and ticket sale App. The more the
engagement on social media, more the probability of earning revenues
 Tie Up with E-Commerce websites during IPL and Champions league to sell original CSK merchandize which fans
can see from their FB as well as Mobile App- ordering online involves convenience
 Can tie up local pubs, bars , restaurants across the entire country and specially in Chennai.
• offer discount vouchers during every CSK match which can be bought online from the CSK FB &TWITTER
page
• Earning money from the institutions for increasing their revenue during matchdays
Can look at the option of special tie ups with restaurants and pubs where CSK can work with the owners to give a CSK makeover to the
whole dining experience during the IPL

13. THE CHANGING VIEWERSHIP TV to Live Stream
 A latest study conducted by market researcher NPD Changing PROFILES OF FANS
DisplaySearch reveals that while laptops and desktops
remain the primary content watching mediums, Office goers, executives who love cricket
smartphones and television are becoming preferred •they prefer online updates or stream while on the go
choices with 18% consumers accessing online content on •During night time, they work, easier and convenient to watch online using
their television alone. stream
 An earlier survey conducted by InMobi showed Students live in hostels and form a major pie of the viewership
that consumers spend 27% of their media time on mobile; market
therefore this trend seems an obvious extension of a •Limited Access to TV
habit that’s being cultivated over a period of time. •Prefer streaming online
Cricket cannot be left behind in INDIA. Keeping in -sync with this trend, the recently concluded India-Sri Lanka series saw the mobile TV
service provider nexGTv’s application being used by 15 million unique users!
TACKLING CHANGE IN BEHAVIOR: OUR SUGGESTION
CSK TV- exclusively dedicated channel for Chennai Suggested Features
Super Kings on the main website of CSK
 Will acts as a repository/archive for different sports related activities of CSK
Rather than losing out on live streaming videos  Provides links for classic CSK moments and matches from the past IPL Seasons
where other parties make money, CSK can  Have archived the interviews and press conferences of CSK team
provide the live streaming opportunity on its  Plenty of programs about youth cricket, T20 competitions in schools and other
website. activities
revenue charged from advertisements during  Dedicated page for supporters and fans, where they discuss among themselves
live stream + product placements of sponsors as well as post queries and reply to others - social networking
It will also drive engagement and loyalty of fans  Presence of a dedicated blog which streams all the CSK matches live
However currently we do not find the model viable. With IPL being shown on youtube, the chances of people watching
elsewhere is limited.
As IPL has a contract with youtube, CSK clearly earns revenue out of this deal too. Such a thing is always possible in the future
but not in the current state

14. APPENDIX

15. Segment Characteristics & Behavior Channel
Sports Fanatics Most loyal to the team - Young and male Stadium, News, TV, Internet, Mobile
Tech savvy – PC, mobile
Spend the most on merchandise
Club and Team Loyalists Loyal Stadium, TV, Radio, Newspaper,
Attend the matches in stadiums Internet
Start-struck Spectators Loyal to a Star Player Stadium, Internet, TV
Might switch team loyalty depending on start player’s movement
Social Viewers Corporates – use this for networking Stadium, TV, Internet, mobile
Not too loyal, Spends big money
Opportunistic Viewers Sport is just one form of entertainment Stadium, TV
Spend on food & beverages only
BRAND PYRAMID SWOT ANALYSIS
Weakness
Strengths 1. Significant Player fees
1. Strong brand name - Most 2. Over dependent on a few players
valuable IPL team
3. Brand value not yet at-par with
2. Strong Performance in IPL & top international sporting brands
Champions League
3. Sizeable & loyal fan base
4. Star Players
SWOT
Opportunities Threats
1. Internationalization of the Brand 1. Further growth of Player fees
2. New avenues of revenue 2. Player and management
generation controversies
3. Leveraging media coverage and 3. Competitor IPL teams
Star Player’s fame

16. SOCIAL MEDIA ANALYTICS
Tie up with a company that provides social media analytics
• Analyze Twitter and Facebook at one place Helps in finding sentiment towards the
• Engagement & Influence Score brand and more focused marketing and
• Major trends in account activities engagement strategies
• Detailed audience demographics into age, gender, geographical location
Streaming Vs. Traditional TV
Pros of Streaming TV Cons of Streaming TV
 Free, the biggest advantage is that there is no cost involved, all you need to have is  Internet penetration in India is just 7-9%, thus
good net connection we cannot completely neglect traditional TV
 Easy to use, Minimum Advertisements  It depends a lot on bandwidth of the internet
 Watch it anytime anywhere !! being used
 The target audience of IPL is generally students, office goers, and people staying  Very difficult to provide HD level streaming,
away from homes. For these group TV and cable is not easily accessible, but they thus for better viewing TV is still the only
generally have laptops with proper net connection. Thus Streaming Channel plays a
option
vital role
 Significant investment in Live TV will yield
 Currently matches are being shown illegally, why not launch an official channel and
show matches, in this way we can tap that market better result if we have more content to
 With the increase in Smartphone users and internet reach, Streaming TV is future serve
and is here to stay, thus better to invest now
Other Pros of Traditional TV
 TV viewing acts as a family viewing, thus whole
family get involved, thus more reach
 TV is still most famous source of
entertainment, with maximum reach esp in
rural India
 TV viewing gives sharp quality images, which
is still not possible in internet TV due to speed
limitations

17. THANK YOU