Backwaters Committee IIM Kozhikode Web:

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1 Karthi Vignes S E Ashwani K Sai Ram Shweta Radhakrishnan karthivs16@iimk.ac.in ashwaniks16@iimk.ac.in rshweta17@iimk.ac.in

2 EVENT PREMISE Since the inception of the Indian Premier League, the whole of India has been enthralled by the shorter format of the game and by the team which has won the trophy the most number of times the Chennai Super Kings. CSK are no longer just a cricketing team, dubbed by many as the Manchester United of cricket, CSK s fan following has grown exponentially with every anthem, every marketing campaign and every match. Chennai Super Kings have taken the place of being the most valuable IPL team. How can the Chennai Super Kings build on its current loyal fan base, expand its footprint thus shaping the future of the format and of the Indian Premier League? Grab this opportunity to impress the CSK management and be part of the yellow army. PRIZES 1 st Prize: Rs 60,000 2 nd Prize: Rs 40,000 ELIGIBILITY & REGISTRATION 1. Participation is open to all students pursuing MBA (or) undergraduate programs 2. Participation may be individual or in teams of maximum 3 members. 3. Teams can be comprised of participants from the same college / institution or from various colleges / institutions 4. All teams must register first register for the event on (one registration per team) FORMAT & DELIVERABLES Round 1 1. Analyze the Problem Statement as well as the Appendix to the Problem Statement and come up with a summarized presentation encompassing the objectives given in the Problem Statement. 2. The submission should be in the form of a PowerPoint presentation not exceeding 13 slides including the cover slide. Final Round: Based on your submissions, the top 6 teams will be shortlisted and invited to to make a detailed presentation to Chennai Super Kings Management during Backwaters 2013 (October th, 2013). Exact dates of the final round will be communicated to the shortlisted teams in due course.

3 SUBMISSION GUIDELINES 1. Submissions will have to be mailed to with the subject line <<TeamName_UserName_Round1>>. 2. PPT (in.ppt or.pptx form) should be labelled in the format <TeamName>_<UserName>_Round1 (User Name*of any1 user) 3. The starting slide of the PPT should contain the team name and member details (names of team members, respective institutes, phone numbers, IDs and event registration ID* *User Name to be input by the user while registering for IIM K Backwaters at *Registration ID (any one member) should be the unique code generated during the registration *Note that no addition data/information will be provided. All assumption/sources of data should be clearly mentioned as footnotes to the slide. Organizers reserve right to reject entries not adhering to the above) EVALUATION CRITERIA 1. Demonstration of understanding of the situation regarding the Indian Premier League and the teams. 2. Detailing of the investment proposal, including but not limited to the impact of the solution on various stakeholders, the sustainability of the project and cooperation / coordination required from various agencies / parties. COMPETITION RULES 1. Each team will be permitted to submit only one entry in the competition. 2. There must be strictly no plagiarism / IPR infringements in the submissions. On discovery of such infringements, the respective team(s) will be disqualified with immediate effect. 3. Participation will be governed by the Backwaters 13 Terms & Conditions posted on the website ( and may be subject to change at any time without specific notice. The amended Terms & Conditions will be effective immediately upon being posted on the website. It is the sole responsibility of the participants to regularly visit the website and be informed of any changes. 4. The decisions of the organizers of the contest and the panel of judges will be final and binding on all the participants.

4 IMPORTANT DATES Launch Date: 15 th September, :59:59hrs Registrations Open: 15 th September, :59:59hrs Registrations Close: 30 th September, :59:59hrs Round 1 Submission Deadline: 30 th September, :59:59hrs Round 1 Results (tentative): 7 th October, :59:59hrs Final Round: th October, 2013* * *(exact date to be informed in due course) Backwaters Organizing Committee, You can also follow us on and

5 PROBLEM STATEMENT The Indian Premier League s success in showcasing the franchisee model as a sustainable business model has been well documented. After apprehensions surrounding the first couple of editions, the IPL seems to be a concept that is there to stay with more teams and more matches. With franchises starting to recoup their initial investment, the endeavor of management teams across the board is increasingly on building more powerful brands trying to model some of the most valuable sports team brands in the world. CSK s stated brand values are Fire in the Belly, Honour, Self Esteem, Team Spirit and Sportsmanship and Unwavering Focus on the Sport. With the local grass-root connect an integral part of all brand communications, CSK are the only IPL franchise to have carved out a unique niche. Being managed by India Cements, a group which has been associated with Indian cricket for long and has been part of various initiatives at the grass-root level to advance cricket has ensured that all CSK brand development activities are veered towards the game. Initiatives like team-speak blog anchored by players on their roster only helps in making the experience more personal for the CSK fan following. CSK have also been at the forefront as far as innovations around leveraging their brand is concerned. They were the first IPL team to crowd-source the naming of an IPL team through public contest, to launch a comic book series, to open-source the creation of a fan video, and to enable fans to hold flash-mobs. In spite of the phenomenal growth in brand valuations that the Chennai Super Kings have managed to attain in less than 8 years, CSK still have some way to go before reaching the levels of the top sporting brands around the world, and CSK also has a role to play in building the Indian Premier League as a whole. In the wake of recent controversies surrounding the IPL, how can the CSK engage with their current fan base and loyalists and leverage them in reaching out to a wider audience base comprising of fence sitters and naysayers to emerge as the most popular and trusted team and in the process reinstate credibility in the Indian Premier League. As a team, you are expected to address the following three issues in your presentation summary: What are the dimensions of brand loyalty and trust in the context of a sports brand with particular reference to IPL and Cricket? How do the Chennai Super Kings fare in relation to these elements? What can CSK do to enhance the faith of fans and supporters in the game?

6 APPENDIX 1 REVENUE STREAMS FOR CSK 1. Ticket Sales The team earns income through the sale of tickets for all domestic matches. With the exception of the inaugural year, there have been no season packages. Tickets are currently sold at the stadium and via the team website Cricket crazy Chennai means stadium occupancy has generally been around the 60% mark, especially on the back of consistently good team performance on the home ground. This is one of the highest occupancy rates in the IPL but the limited seating capacity of the stadium means that there is an upper bound to which this stream can be augmented 2. Franchisee Sponsorship Currently the 2nd highest sources of income, the team s current strategy is to segment sponsors into 3 tiers: Title sponsors, lead sponsors and Retail Sponsors with a descending order of sponsorship privileges commiserate with the sponsorship fee. Sponsorship ties, especially for Title association comes with a lock-in duration of 3-5 years On the back of consistent good performance, the team has managed to tie up with a wide range of sponsors. However, getting more national brand tie-ups is a challenge. Increasing the number of sponsors also implies increasing demand on player time for their marketing initiatives and must, therefore, be approached cautiously. 3. Fan Club Launched in the inaugural year, the King s Club memberships are available in two denominations Regular and Junior. The memberships include an exclusive goodie bag containing team merchandise and priority ticket booking facility for members 4. Merchandising Launched 3 years ago, merchandise comprises a range of fan gear such as t-shirts and caps, collectibles like key-chains and water bottles and a range of in-stadia fan goodies like horns and binoculars. Unofficial reports indicate that Super Kings is the highest grossing in terms of merchandise sales among IPL teams. 5. Licensing CSK has tied up with Reebok for sporting apparel in a fixed fee plus profit share model. Same format has also been extended to school stationery with BILT. This has led to good visibility for the brand minus the distribution hassles. 6. Media Tie-ups CSK ties up every year with television channels, newspapers, radio stations and portals to offer exclusive content in exchange for media space and a fixed fee. This provides for higher media visibility for the brand at a very low cost having a spinoff effect on the other streams too.