Marketing Mix Of Indian Premier League (IPL) and 7Ps (Updated 2024)

The Marketing mix of IPL analyses the 7Ps of IPL which includes the Product, Price, Place, Promotion, People, Physical Evidence, and Process of IPL. The Indian Premier League (IPL) is a professional Twenty20 cricket league in India, established in 2008. It is one of the world’s most prestigious and financially lucrative cricket leagues, featuring eight teams representing different cities in India. The IPL combines high-level cricket with entertainment, attracting the best international and Indian talent. Matches are held annually, typically between March and May, and are broadcast globally. The league has revolutionized cricket with its commercial success, innovative format, and extensive fan engagement, making it a pivotal event in the international cricket calendar.

About IPL

• Type: Professional men’s Twenty20 cricket league
• Industry: Sports
• Founded: 2007
• Founder: Board of Control for Cricket in India (BCCI)
• Headquarters: Cricket Centre, Mumbai, Maharashtra, India
• Area served: India
• Key people: Sourav Ganguly (Chairman) and Jay Shah (CEO)
• Number of employees: 100+

IPL Product Strategy

IPL stands for Indian Premier League. It is a Twenty20 tournament started by BCCI. It is the brainchild of Lalit Modi. It began in 2008 and comprises players from all over the world. It is a perfect blend of the cricketing world, & entertainment. It’s providing a stage for many youngsters to show their performance & profitable too to Advertisers and broadcasting channels.

The new Product Mix of IPL in 2024 is as follows (Source).

1. Teams and Players: The core products of the IPL are the cricket teams and their players. These teams are based in different cities across India, and their players include both Indian and international cricket stars. Each team has its brand identity, merchandise, and fan base.
2. Match Experiences: The IPL offers a variety of match experiences to fans, ranging from general seating to premium hospitality options. This includes tickets for matches held in various stadiums nationwide, providing fans with live entertainment and the opportunity to watch their favorite teams and players in action.
3. Broadcast Rights: Watching matches live is a significant part of IPL’s product mix. The league sells broadcasting rights to television networks and digital platforms, allowing millions of viewers to watch the matches live from their homes or on the go.
4. Merchandise: IPL teams and the league market a wide range of merchandise, including apparel (jerseys, caps, t-shirts), accessories, and other team-branded products. These are available through various channels, including online stores and retail outlets.
5. Sponsorships and Advertising: Sponsorships and advertising opportunities within the IPL ecosystem represent a significant product for businesses. Brands can sponsor teams, individual matches, or the league, getting exposure to a vast audience through stadium branding, broadcast mentions, and digital platforms.
6. Digital Content and Social Media: The IPL extensively leverages digital platforms and social media to engage with fans. This includes match highlights, behind-the-scenes content, player interviews, and interactive fan engagement campaigns across platforms like YouTube, Instagram, and Twitter.
7. Fantasy Leagues and Gaming: Fantasy cricket leagues and online gaming related to the IPL are popular among fans. These platforms allow users to create their teams and compete against others based on players’ real-life performances in the IPL matches.
8. Events and Promotions: The IPL also encompasses various promotional events, including the opening ceremony, fan parks, meet-and-greet sessions with players, and other fan engagement activities throughout the season.

IPL Place Strategy

The first season of the Indian Premier League it commenced on 18 April 2008 in India. It ended on 1 June 2008 with the victory of the Rajasthan Royals against Chennai Super Kings in the final at the DY Patil Stadium, Navi Mumbai.

As the second season of the IPL coincided with the multi-phase 2009 Indian general elections, the Indian Central Government refused to provide the Indian paramilitary forces with security, saying the troops would be stretched too thinly if they were to safeguard both the IPL and the elections. As a result, the BCCI decided to host the second league season outside India. All 59 matches of the second season, abbreviated as IPL 2, took place in South Africa. Ironically, South Africa was also scheduled to have elections during the IPL. However, the South African government provided adequate security for the South African General Elections and the IPL.

Here’s the place strategy of IPL.

1. Stadium Matches Across India: The IPL hosts matches in various stadiums across India, ensuring comprehensive geographic coverage and allowing fans from different parts of the country to experience live cricket action. This strategy maximizes fan engagement and promotes cricket tourism within the country.
2. Global Broadcasting and Digital Streaming: By selling broadcasting rights to television networks and digital platforms worldwide, the IPL ensures that fans globally can watch the matches live, making it accessible to a broad audience beyond the geographical limits of India.
3. Online Ticket Sales: The IPL leverages online platforms for ticket sales, making it convenient for fans to purchase match tickets. This approach simplifies access to the games, catering to the tech-savvy generation and ensuring wider reach.
4. Merchandise Availability Online and In Stores: IPL merchandise is available through various channels, including online stores and retail outlets in major cities, allowing fans to show support for their teams. This multi-channel retail strategy enhances brand visibility and fan engagement.
5. Fan Parks in Non-Host Cities: To engage fans in cities without a home team or those not hosting matches, the IPL organizes fan parks. These parks screen matches live on large screens, providing a stadium-like experience and expanding the league’s footprint to more locations.

IPL Pricing Strategy

Regarding the pricing structure, one is predicted to bring as much revenue as the BCCI income of approximately US$ 1.6 billion over five to ten years. All these revenues are directed to a central pool, 40% of which will go to IPL itself, 54% to franchisees, and 6% as prize money. The money will be distributed in these proportions until 2017, after which the share of IPL will be 50%, franchisees 45%, and prize money 5%. The IPL signed Kingfisher Airlines as the official umpire partner for the series in a Rs.106 Crore (1.06 billion) deal. This deal sees the Kingfisher Airlines brand on all umpires’ uniforms & also on the giant screens during third umpire decisions. Sony Entertainment Television signed a new contract with BCCI, paying a staggering Rs.8700 Crore (87 billion) for ten years.

The Indian Premier League (IPL) employs a multifaceted pricing and distribution strategy that reflects its status as a premier sporting event, maximizing revenue while broadening its fan base. This strategy incorporates several key business strategies and aspects.

1. Dynamic Ticket Pricing: The IPL adopts dynamic pricing for match tickets, where prices vary based on factors such as the contest’s popularity, the teams involved, the timing of the match, and the seating category within the stadium. This approach allows the league to maximize revenue from high-demand matches while keeping the games accessible to a broader audience.
2. Tiered Pricing for Seating Categories: The league implements a tiered pricing structure, offering a range of seating options from general admission to premium hospitality suites. This stratification caters to diverse audience segments, from budget-conscious fans to those seeking a luxury experience, ensuring that the IPL matches are accessible to a broad spectrum of spectators.
3. Season Passes and Loyalty Programs: For dedicated fans, the IPL offers season passes and loyalty programs that provide value through bundled pricing or rewards for multiple purchases. These programs ensure repeat attendance and build a robust and loyal fan base by offering cost-effective solutions for the most enthusiastic supporters.
4. Strategic Sponsorship and Advertising Rates: The IPL strategically prices its sponsorship and advertising opportunities, considering the league’s massive viewership and brand exposure. Pricing is tiered based on visibility and association with the IPL, allowing a wide range of businesses, from startups to multinational corporations, to engage with the league.
5. Merchandise and Online Content: The pricing strategy extends to merchandise and digital offerings, including official team gear and online subscriptions for exclusive content. Prices are set to be competitive yet profitable, reflecting the high demand among fans for authentic and exclusive IPL-related products and content.

IPL Promotion Strategy

When Bollywood and cricket met, the result was IPL, and it was genuinely entertaining to see one’s favorite cricketer and the Bollywood star on the same platform. IPL was no doubt an entertaining one. Superstars like Shah Rukh, Preity, Akshay, Katrina, and Hrithik have been sources that provided a lot of glam to the IPL promotion league.

Even team owners have started marketing and selling tickets personally to attract cricket fans. Preity Zinta, the co-owner of Kings XI Punjab, and Australian paceman Brett Lee sold the tickets and their autographs.

Some Recent Video ads and Print ads for IPL are:

IPL People Strategy

Indian Premier League is mainly targeted at the younger generation. As the generations are very busy with their day-to-day work with IPL, they get entertainment from cricket, which helps them enjoy every aspect of the game. People are very excited about IPL as this is only one game that brings different players from different countries to one platform, for which they tend to get attracted to seeing their team’s performance and their favorite player’s performance. Some audiences are also attracted to seeing their favorite celebrity cheering for the team.

In the service marketing mix context, “People” refers to all human actors who play a part in service delivery and influence the customers’ perceptions of moorlands and services, including their competence, attitude, and behavior. For the Indian Premier League (IPL), “People” encompasses a broad spectrum of individuals and groups contributing significantly to its success and brand image. Here’s an overview tailored for your article on the IPL.

1. Players: The cricketers, both international stars and domestic talents, are the centerpiece of the IPL. Their performance, sportsmanship, and interaction with fans on and off the field enhance the IPL’s appeal and entertainment value.
2. Team Owners and Management: The franchise owners and their management teams are pivotal in shaping the team’s strategy, branding, and fan engagement activities. Their decisions on player auctions, team composition, and management directly impact the league’s competitive balance and marketability.
3. Coaches and Support Staff: Coaches, along with their support staff, including trainers, physiotherapists, and analysts, contribute to the teams’ performance by ensuring players are at their peak, strategizing game plays, and maintaining high morale. Their expertise and behind-the-scenes efforts are crucial for success in the tournament.
4. Match Officials and Umpires: The integrity and smooth running of the games depend on the match officials and umpires. Their fairness, decision-making, and adherence to the rules ensure the credibility and professionalism of the competition.
5. Event Staff and Volunteers: From security personnel to ground staff and event volunteers, these individuals ensure a seamless match-day experience for spectators. Their efficiency, hospitality, and problem-solving skills significantly affect the overall satisfaction of fans attending the games.
6. Broadcast Teams and Commentators: Broadcasters and commentators bring the IPL to millions of viewers worldwide. Their insights, commentary style, and presentation enhance the viewing experience, making cricket more accessible and enjoyable for a global audience.
7. Marketing and PR Professionals: The marketing teams and PR professionals working for the IPL and its franchises play a crucial role in promoting the league, engaging with fans through various media channels, and managing the brand image of the IPL.

IPL Process Strategy

Indian Premier League is the biggest Event of the year for which months of preparation are to be done. For instance, organizing the respective eight teams who are performing for the Event and the most important of all is the marketing strategy and advertising channels of the IPL as it has to reach a wide range of audiences globally. An arrangement of the stadium where this Event will be held was also finalized well before. Finally, and most important of all, is the execution of the Event.

The “Process” element of the service marketing strategy and marketing mix for the Indian Premier League (IPL) refers to the sequence of activities and the flow of actions that deliver the service to the customers, ensuring a seamless, efficient, and enjoyable experience. In the context of IPL, this encompasses everything from ticket purchasing to the viewing experience. Here’s how the IPL excels in its process component.

1. Ticketing and Entry Process: The IPL has streamlined ticket purchasing through online platforms, enabling easy selection of seats, secure payment options, and digital or physical ticket delivery. On match days, efficient entry processes, including quick security checks and digital ticket scanning, ensure a smooth start to the match-day experience.
2. Fan Engagement and Interaction: The IPL has developed a systematic approach to fan engagement, utilizing social media, mobile apps, and official websites to interact with fans, share information, and promote interactive content. This includes fantasy leagues, behind-the-scenes footage, live chats with players, and real-time match updates, enhancing the fan experience beyond the stadium.
3. Broadcasting and Live Streaming: The broadcasting and live streaming matches are optimized to ensure high-quality production and seamless delivery to viewers worldwide. This includes multi-camera angles, instant replays, expert commentary, and interactive features for viewers watching from home or on mobile devices.
4. Matchday Experience: Inside the stadium, the process enhances the spectator experience, including food and beverage services, merchandise sales, and in-stadium entertainment during breaks. Efficient crowd management and customer service points ensure fans have a memorable experience.
5. Player Auction and Team Selection: The process of player auctions and team selection is a critical and unique aspect of the IPL. It involves a transparent and strategic bidding process for teams to assemble squads. This process is pivotal for the teams and a point of high interest and engagement for fans.
6. Security and Safety Protocols: Implementing strict security measures and safety protocols ensures the well-being of spectators, players, and staff. The process includes crowd management strategies, emergency response plans, and adherence to local regulations, creating a secure environment for everyone involved.
7. Feedback and Continuous Improvement: The IPL actively seeks input from fans, players, and stakeholders to continually refine and improve the service delivery process. This feedback loop helps enhance the match-day experience, broadcasting quality, and overall satisfaction with the IPL ecosystem.

IPL Physical Evidence Strategy

Fun, Music, Entertainment & sports, where can you find that? The answer to that is the INDIAN PREMIER LEAGUE. People wait for this season as they get everything in one form: a joyful bundle. IPL is also the biggest platform for advertising and promoting different products, companies, or brands, which is viewable during the Event.

In the service marketing mix context, “Physical Evidence” refers to the tangible or visible cues that customers use to evaluate the service before, during, and after its delivery. For brands in the Indian Premier League (IPL), physical evidence plays a crucial role in shaping perceptions, providing comfort, and enhancing the consumer’s overall experience. Here’s an outline that could enrich your article on the IPL.

1. Stadiums and Venues: The stadiums hosting IPL matches are the most prominent physical evidence of the league. Their size, architecture, and ambiance contribute significantly to the excitement and experience of watching a live game. The condition, seating arrangement, and facilities within the stadiums directly impact fans’ perceptions of the IPL brand.
2. Merchandise: Official IPL merchandise, including team jerseys, caps, accessories, and other branded products, are tangible symbols of the league and its teams. High-quality merchandise allows fans to express their support and enhances the league’s visibility and brand image.
3. Ticketing and Branding Material: Physical tickets, e-tickets with unique designs, and branding materials like match schedules, posters, and banners prove the IPL’s operational and marketing efforts. These elements contribute to the anticipation and excitement leading up to the games.
4. Digital Platforms and Mobile Applications: While inherently not “physical” in the traditional sense, the design and user interface of IPL’s digital platforms and mobile apps provide a tangible interaction experience for fans. These platforms’ ease of use, design aesthetics, and functionality significantly influence perceptions of the IPL service offering.
5. In-Stadium Experience Enhancements: Inside the stadium, elements like the quality of seating, cleanliness of facilities, signage, and even the food and beverage outlets contribute to the physical evidence of the IPL. These aspects, along with in-stadium entertainment such as LED displays, music, and performances, create a memorable environment for spectators.
6. Broadcast Quality: The quality of live broadcasts, including the clarity of video, sound, and the professionalism of the presentation, act as physical evidence for viewers at home. The production value of the broadcast can significantly affect viewers’ perceptions of the IPL’s quality and professionalism.
7. Fan Zones and Fan Parks: For those who cannot attend the matches in the stadiums, IPL Fan Zones and Fan Parks, equipped with large screens, food stalls, and entertainment activities, offer a physical space where fans can gather and enjoy the matches. The layout and atmosphere of these zones reflect the IPL’s commitment to providing a comprehensive fan experience.

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