Marketing Strategies / Strategic Marketing Case Study

Commercialisation of the Game of Cricket: Is it a Win-win Situation?

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Abstract:
In early 2008, the Board of Control for Cricket in India (BCCI), a non-profit body, floated the Indian Premier League (IPL), a cricket league model on the lines of the European Football League. IPL received an encouraging response from cricket experts commenting that the game of cricket will become more entertaining and profitable. The case highlights how commercial success of the IPL might unfavourably affect the traditional form of cricket. It also tries to compare and contrast between the structure and business model of the IPL and the Indian Cricket League (ICL), an Essel Group promoted cricket league model in India. With increasing popularity of the cricket league model in India, retaining the traditional aura of cricket seems to be at stake.

Pedagogical Objectives:

• To changing economy of a sport like cricket.
• To different business models of cricket leagues like the IPL and the ICL.
• To how balance the entertainment value of sports and its profitability.

Keywords :  Indian ice cream industry, Amul ice cream, Marketing mix, 4Ps of marketing, Frozen dessert market, Kwality Walls, De-reservation of industry, Generic competition, Premium ice cream segment, Mass marketing