3 M’s of IPL

If you want to rate a brand, you do it on the basis of the value it fetches. What do you think is the brand value of IPL.... No idea... So let me put this like this... The recent bidding values for the new teams (Pune and Kochi) touched $700 million mark, which was almost at par with the one whole Manchester Untied team. Apart from it, IPL also enjoys a TV rating which constantly extends 4. No doubt IPL has arrived, and it is posing a threat on NBA and NFL.

According to us, the main reason for the success of IPL is the 3 M’s which it follows. A detailed description about them is given below:

Match Format:

IPL offers its audience a short and enjoying 20 over format cricket popularly known as T20. This formula of Modi, of coupling cricket with drama, emotion and above all bollywood (and other celebrities) has made it more of a family affair thus taking away the TRP’s of the family Saas/Bahu serials. The fact that this format fits into the Indian style of living also helps it to gain the viewership.

Money:

The Auctioning of players, the selling of Team ownerships, selling of tickets, Sponsorships price, broadcasting rights everything involves money. And why not IPL is here to make money. This factor has also contributed in adding a huge amount of fan following to it. (I recently got a goodie bag from KKR, just because I clicked on some of their adds and answered some stupid questions... Ppl or rather sponsors are throwing out money in IPL, so someone has to be there to catch it). This act of giving gifts to the audiences is really helping it grow exponentially (and specially in a country like India where people are crazy about the gifts).

Marketing: IPL is using every kind of marketing strategy from traditional medium to latest social media tactics. You name it and they have it. So let’s try to list some of them:

(Note: we are specifically dealing with the latest marketing activities adopted by them)

The collaboration with Youtube to stream the videos

Coming out with an official ipl website

Wikipedia telling the people about IPL

 

IPL coming out with face book fan page for its viewers.


IPL YouTube Social Media Promotion Banner Ads

IPL Cricket Fan Club Website and blogs like All Padded Up

Orkut has come out with a doodle for IPL

All the above mentioned promotional schemes followed by IPL are online in nature. We covered this here so as to lay a backgound for Viral Marketing postwhich will be soon following this post. So stay tuned.