Team : THE PLAYERS College : IIM INDORE
JAGADISH L | O B VISHNU RUBAN
KABADDI: KABADDI INDIAN LEAGUE
Kabaddi: Most potential game for Olympics 2020
CURRENT SCENARIO: THE WORLD Total: 49 countries Mainly prevalent in South Asia Roots as old as 5th Century World inception: 1936 Olympics Tournaments: Kabaddi world Cup, UK Kabaddi Cup, Asia Kabaddi Cup Forms: Sanjeevani and Gaminee Considered as a Sport for the strong National game for Bangladesh, Iran CURRENT SCENARIO: INDIA KABADDI IN MAJOR TOURNAMENTS REASON FOR SELECTION
Total: 9 states Extra Teams: Services and Railways Official body: AKFI (Amateur Kabaddi federation of India) Inception: 1972 (affiliated to IOA) Considered as a game to develop strength and perseverance Styles: Circle and Normal Men: Current World champions Women: Current World Champions
COMING SOON INDIA: DOMINATION 4 WC All win, 5th WC in progress 6 Asian All win 2 Asian Indoor All win 9 SAF 8 wins, 1 runner
INDIA IN RECENT MAJOR TOURNAMENTS
EVENT DESIGN: KABADDI INDIAN LEAGUE
Go for the KIL!!!
TOURNEY FORMAT GAME FORMAT
CITY BASED FRANCHISEE MODEL
POTENTIAL FOREIGN TEAMS
3
1
4 2 2
5 3 3 1
6 4
POOLS
TWO TOURNAMENTS IN A YEAR
TEAMS PER POOL
FIRST: MUD BED; SECOND: SYNTHETIC FLOOR
4
2 72 12
FOREIGN TEAMS HEAD-HEAD POOL MATCHES HOST CITIES DIRECT Q/F TEAMS FROM REMAINING 6
MENS (SENIOR) TOURNAMENT
CHALLENGES
HOST CITIES CHANGED EVERY YEAR
STAGE-I
RANKINGS CHANGED AFTER EACH TOURNAMENT
TOP 6 TEAMS
FOUR TEAMS TO BE RELEGATED YEAR ON YEAR
STAGE-II 1
ROUND ROBIN FOR SIX TEAMS
Lack of nation wide recognition Very less viewership Considered as a physical game Spreading awareness across non-playing nations is difficult Scalability issues: Alternate forms possible No proper academy and qualified professionals
TIME LINE
QUART FINALS LEAGUE MATCH: SEMI FINALS FINALS START: JUNE/DEC FIRST WEEK JUN/DEC-1ST AND 3RD JUL/JAN-1ST AND 3RD BOTTOM 6 TEAMS: ROUND ROBIN FOR 2 WEEKS (AUG/FEB) Q/F S/F FINAL LAST WEEK AUG/FEB RANKINGS/RATING: 2ND WEEK OCT/APR POOL DECISION: 2ND WEEK NOV/MAY
WAY AHEAD: KABADDI INDIAN LEAGUE
FUTURE OF THE GAME
FUTURE PLANS
INCLUDING THE SAME TOURNAMENT FOR WOMEN
OVERCOMING HURDLES
UNDER-21 TOURNAMENT TO BE INTRODUCED
HAVING HOME/AWAY FIXTURE FOR MATCHES
Right marketing techniques to reach the mass Using national channels to promote the initial stages of the game Changing the perception of the game Leveraging foreign interest in the game Making it mandatory for franchise to establish Kabaddi academies in the future
CHANGING THE GAME RULES FOR ENTERTAINMENT
FINANCIAL PROJECTIONS REVENUE STREAM
CHANGING PERCEPTION PARADIGM OF THE GAME
EXPENSE Expense 1st Prize 2nd Prize
IN-STADIA ADVERTISERS TICKET SALES CENTRAL SPONSORS MERCHANDISE TEAM SPONSORS EVENTS
Amount (Rs.) 1,000,000 750,000 500,000 4,200,000 2,500 50,000 33 330,000 66,000 1,650,000 6,246,000 24,984,000 INCOME Particulars Amount (Rs.) Franchisee fee - 5yr 9,000,000 Franchisee fee - 1yr 1,800,000 Foreign franchisee - 5yr Foreign franchisee - 1yr Title Broadcasting Radio Media Other Revenue Sharing Income 6,000,000 1,200,000 200,000,000 100,000,000 10,000,000 10,000,000 15,000,000 140,000,000 210,000,000
3rd Prize 4th to 24th Referee Salary per day
TV ADS
BROADCASTING FEES KABADDI INDIA LEAGUE (GOVERNING BODY)
REVENUE SHARING
Stadium Rent per day Matchdays
BROADCASTER
TEAM OWNER / FRANCHISES FRANCHISE FEES PLAYER, STAFF SALARIES TEAM ADVERTISING PROMOTIONS
Referee salary (4) Administrative staff Stadium expense Operational Expense Marketing Budget
PRODUCTION EXPENSES
REFEREE SALARIES PRIZE MONEY
Miscellaneous Total expense
Total expense (5yrs)
3,123,000 34,353,000
171,765,000
Rs. 4 Crore Profit
FAN ACTIVATION
STP, VALUE PROPOSITION, IMC AND ENGAGEMENT STRATEGIES
STP
Segmentation
Based on Geography Based on Attitude towards sports
ACQUISITION & ENGAGEMENT STRATEGY
ON SITE
SUPER FAN AWARD TEASER VIDEOS
CHEER LEADERS
PUBLICITY VEHICLES
Target
Semi-Urban, Rural Indian Sports Enthusiasts
PUBLIC RELATIONS
Positioning
Highly Energetic and Physical Desi game in a Bigger league
I M C
TICKETS
SEASON TICKET
PROMOTIONAL DISCOUNTS
VALUE PROPOSITION
PRINT MEDIA
NEWSPAPER
BANNERS
ENTERTAINMENT FEEL OF NATIVITY SON OF SOIL PART OF THE TRADITIONAL SPORT EVENT 45 minutes of engrossing action SOCIAL MONEY DEVELOPMENT OF INDIAN SPORT
W I F M
P L A N
COMMUNICA TION
TV ADS
RADIO
PROMOTIONS
RURAL FEST
MASCOT
SOCIAL MEDIA
FACEBOOK
YOUTUBE
SPONSORSHIP ACTIVATION
SELECTION, VALUE PROPOSITION AND ENGAGEMENT OF SPONSORS
SELECTION CRITERIA VALUE PROPOSITION POTENTIAL SPONSORS
REACH TO THE MASS SUB-URBAN, RURAL MARKET
MASS MARKET BRAND INDIAN
RECOGNITION, ASSOCIATION AS INDIAN BRAND
NONPREMIUM
SPONSOR TYPE TITLE
POTENTIAL TARGETS
SPONSOR
IMC SPONSOR ACTIVATION
ON-SITE DISPLAYS STALLS
W I F M
POSITIVE SHIFT IN ATTITUDE TOWARDS BRAND BUILDING SOCIAL CAPITAL FOCUSED SALES PROMOTION MERCHANDISING OPPORTUNITY DIFFERENTIATION FROM COMPETITORS
RADIO BROADC ASTING MEDIA REFRES HMENT
OTHER POTENTIAL SPONSORS HERO CAVINKARE TVS MOTORS LOCAL FOOD CHAINS
Regional newspapers
TICKET EVENTS
PR SPONSORS SPONSORED CAMPAIGNS
ENGAGEMENT AVENUES SPECIAL AWARDS EG: HERO SPLENDOR SUPER RAIDER AWARD CHYAWANPRASH BEST DEFENDER AWARD PREFIXING GAME TERMS TITAN TIME OUT
OUTDOOR CAMPAIGNS
THANK YOU!!!
