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Let's Solve A Consulting Case

The document discusses considerations for an apparel brand partnering with an IPL team. Key factors discussed include the brand's goals, team image and popularity, regional fan following, existing brand ambassadors, major sponsors, and associated costs.

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subham_sjm
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22 views10 pages

Let's Solve A Consulting Case

The document discusses considerations for an apparel brand partnering with an IPL team. Key factors discussed include the brand's goals, team image and popularity, regional fan following, existing brand ambassadors, major sponsors, and associated costs.

Uploaded by

subham_sjm
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Let's solve a

consulting case
Problem Statement
Your client is an
apparel brand that
wants to partner with
an IPL Team. What
considerations will you
take into account?
Interview Thread
Interviewee: Alright, may I know what sort of brand
we are talking about?

Interviewer: It’s an apparel brand.

Interviewee: In apparel, do we know what line of


products they are into?

Interviewer: Shirts, Cuff-Links, Ties, Denim. Think of


Raymond’s. Walk me through the considerations you
will take for the brand.

Interviewee: I’d start with the goal and the vision


behind partnering with an IPL team. Does the brand
want to appeal to a younger crowd since they are
currently primarily into formal wear? Do they want to
break free from a mature brand image?
Interviewer: That’s right, the brand wants to become
more youthful, contemporary. What other factors
would you consider in selecting the team with which
to partner?

Interviewee: The different factors would be brand-


image, each team has a persona and image
associated with it, so what kind of team would we
want to be associated with, a winning team, a young
team, a popular team, etc?
Then we would look at the location since IPL teams
have a regional fan following; the region we want to
break into most strongly will affect this criterion.
Brand Ambassador would be next. Do we already
have a cricket star as a brand ambassador, and do
we partner with their team? Competing brands, does
the team partner with a competing apparel brand.
Interviewee: Major sponsor, wherein the list of sponsors
are we looking to stand, from the title sponsor to a side
association. Associated brands, do we have a conflict
with them?

Interviewer: Do you think cost would be a factor too?

Interviewee: I am going with the assumption here that


since there are just 8 teams, and they’re all in the
limelight, the cost difference between the highest-
priced and lowest-priced team won’t be as significant.

Interviewer: Fair enough, you spoke about the regional


fan following of teams, so would partnering with a
Bangalore team hamper our sales in, say Delhi?

Interviewee: There will be a segment of the market


that would be die-hard Delhi fans and might not go for
a brand that’s associated with a competitor, but that
will most likely be a small segment.
Interviewee: There’ll be a larger segment who’ll
watch IPL for entertainment and won’t care much
about the brand being associated with the Bangalore
team.

Interviewer: Can you estimate how many people in


Bangalore would be watching an RCB match?

Interviewee: Sure, should I consider a regular league


match or some important match like the playoffs?

Interviewer: Just take a regular match for now.

Interviewee: Should I estimate the number for a day


match or night?

Interviewer: Night match.

Interviewee: Sure, also should this match be on a


weekday or the weekend, say Friday night, maybe?
Interviewer: How will that matter?

Interviewee: Well, if it’s a weekday, then there would be


some students who would have some sort of homework
the next day, or people with jobs who would have some
tasks and come back from work so their viewership
would be affected.

Interviewer: Right. let’s go for a weekday for now.

Interviewee: Alright, so assuming a population of 10


million people, I’m going to split them into 3 categories,
5-20 years, 20-60 years, and 60+ years of age. The
population split I’m taking is 30%, 40%, 40%.
Further, I will divide them into Cricket watchers and
non-Cricket watchers. Among the cricket watchers, I’m
further dividing them into die-hard fans and casual
watchers, assuming that the die-hard fans will watch
every match and the casual fans will watch half the
matches.
Interviewee: Putting the numbers and calculating the
final answer comes out to be approximately 2.67
million people.

Interviewer: Great. Thank You.

That's a wrap!
Framework
Population
(10 mil)

5-20 years 20-60 years 60+ years


(30%) (40%) (30%)

Cricket Non- cricket Cricket Non- cricket Cricket Non- cricket


(40%) (60%) (60%) (40%) (20%) (80%)

Devoted Casual Devoted Casual Devoted Casual


(50%) (50%) (20%) (80%) (10%) (90%)
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