TERM PAPER OF PUBLIC

RELATION
NAME: - NITIN KISHORE
SHARMA REG.
NO. 3020070244
COURSE: - BBA-MBA(INTG)
6TH SEMESTER
ROLL NO. R1709A23

IPL
SUBMITTED TO: - SAVITA DHINGRA

2010

LOVELY PROFESSIONAL UNIVERSITY

 ACKNOWLEDGEMENT

I OWE A GREAT THANKS TO MANY PEOPLEWHO HELPED AND SUPPORTED ME

DURING THIS TERM PAPER.

MY DEEPEST THANKS TO LECT. SAVITA DHINGRA THE GUIDE OF THIS TERM

PAPER FOR GUIDING ME AND CORRECTING VARIOUS ERRORS WITH

ATTENTION AND CARE .

I ALSO THANK MY INSTITUION AND MY FRIENDS WITHOUT WHICH THIS

PROJECTWOULD HAVE BEEN A DISTANT REALITY

NITIN KISHORE SHARMA

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 Public Relations

Public relations is a field concerned with maintaining public image for high-profile people,
organizations, or programs. Public relations concerns professions working in public message
shaping for the functions of communication, community relations, crisis management,
customer relations, employee relations, government affairs, industry relations, investor
relations, media relations, mediation, publicity, speech-writing, and visitor relations. The first
World Assembly of Public Relations Associations, defined the practice of public relations as
"the art and social science of analyzing trends, predicting their consequences, counselling
organizational leaders, and implementing planned programs of action, which will serve both
the organization and the public interest.". Others define it as the practice of managing
communication between an organization and its publics. Public relations provides an
organization or individual exposure to their audiences using topics of public interest and
news items that provide a third-party endorsement and do not direct payment. Common
activities include speaking at conferences, working with the media, crisis communications,
social media engagement and employee communication. It is something that is not tangible;
this is what sets it apart from advertising.

PR can be used to build rapport with employees, customers, investors, voters, or the general
public. Almost any organization that has a stake in how it is portrayed in the public arena

3|Page
employs some level of public relations. There are a number of related disciplines falling
under the banner of Corporate Communications, such as Analyst Relations, Media Relations,
Investor Relations, Internal Communications and Labour Relations. PR professionals focus
on building relationships that help to establish rapport with publics. Public Relations
professionals must know how to write clearly, speak clearly, and think analytically. These
skills are necessary because in the field of PR there is constant communication between
professionals and their publics. PR professionals also have to think critically so that they can
come up with resolutions to problems their clients may face.

There are many areas of public relations, but the most recognized are financial public
relations, product public relations, and crisis public relations.

• Financial public relations - providing information mainly to business reporters.

• Product public relations - gaining publicity for a particular product or service (rather
than using advertising).
• Crisis public relations - responding to negative accusations or information.

Today’s Scenario:

The need for public relations personnel is growing at a fast pace. The types of clients that PR
people work for include the government, educational institutions, non profit organizations,
specific industries, corporations, athletic teams, entertainment companies, and even
countries. The title public relations is a broad description of the field because careers that one
can have in the public relations field include a publicist, media specialist, analyst, and
communications specialist.The practice of public relations is spreading widely. On the
professional level, there is an organization called Public Relations Society of America
(PRSA). This organization is the world's largest public relations organization. PRSA is a
community of more than 21,000 professionals that work to advance the skill set of public
relations. PRSA also fosters a national student organization called Public Relations Student
Society of America.

In the industry today it is very critical for public relations professionals to learn and know the
importance of new media. New media include blogs, social networking sites, as well as

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internet radio. Public relations professionals must know that using these new media outlets
are ways to directly send messages to their key publics (also known as target audiences).

Indian Premier League:

The Indian Premier League (IPL), is a Twenty20 cricket competition initiated by the Board
of Control for Cricket in India (BCCI) headquartered in Mumbai and supervised by BCCI
Vice President chairman & commissioner for IPL Chirayu Amin, and CEO, Sundar Raman.
It presently includes 8 teams (franchises) consisting of players from different countries. It
was started after altercation between the BCCI and the Indian Cricket League.

According to global sports salaries review, IPL is the second highest-paid league, based on
first-team salaries. The IPL works on a franchise-system based on the American style of
hiring players and transfers. These franchises were put for auction, where the highest bidder
won the rights to own the team, representing each city.

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 IPL Teams:

 Bangalore Royal Challengers: The Bangalore team was bought by Vijay Mallya’s
UB Group for $111.6 million to own the team for 10 years. ‘Icon player’ Anil
Kumble is the captain of Bangalore Royal Challengers. Team India’s bowling coach,
Venkatesh Prasad is the coach of the team.
 Kings XI Punjab: The Mohali team was bought by Bollywood diva Preity Zinta, her
industrialist beau Ness Wadia, along with renowned industrialists Karan Paul and
Mohit Burman for $76 million for a period of 10 years. ‘Icon player’ Kumar
Sangakara is the captain of Kings XI Punjab. Australia’s Tom Moddy is the coach of
the team.
 Chennai Super Kings: The Chennai team was bought by India Cements for $91
million to own the team for 10 years. Team India ODI and T20 skipper Mahendra
Singh Dhoni is the captain of Chennai Super Kings. Former South Africa cricket team
captain Steven Fleming is the coach of the team.
 Kolkata Knight Riders: The Kolkata team is owned by Bollywood actor Shah Rukh
Khan, actress Juhi Chawla and her husband Jay Mehta for $75.09 million for a 10-
year period. ‘Icon player’ Sourav Ganguly is the captain of Kolkata Knight Riders.
Australia’s John Buchanan is the coach of the team.
 Deccan Chargers: The Hyderabad team was bought by Deccan Chronicle, a media
house, for $107 million for a 10-year period. Team India’s Test player VVS Laxman
is the captain of Deccan Chargers. India’s fielding coach, Robin Singh is the coach of
the team.
 Mumbai Indians: The Mumbai team is owned by Mukesh Ambani’s Reliance
Industries Limited for $111.9 million for a period of 10 years. ‘Icon player’ Sachin
Tendulkar is the captain of Mumbai Indians. Former Team India manager, Lalchand
Rajput is the coach of the team.
 Delhi Daredevils: The Delhi team is owned by GMR Holdings for $84 million for a
period of 10 years. ‘Icon player’ Gautam gambhir is the captain of Delhi Daredevils.
Australia’s Greg Shipperd is the coach of the team.

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  Rajasthan Royals: The Jaipur team was bought by UK-based company Emerging
Media for $67 million to own the team for a period of 10 years. Former Australian
spin bowler Shane Warne is both the captain and coach of Rajasthan Royals.

Television Rights And Sponsorships

The IPL is predicted to bring the BCCI income of approximately US$1.6 billion, over a
period of five to ten years. All of 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 up Kingfisher Airlines as the official
umpire partner for the series in a Rs. 106 crore (approximately £15 million) deal. This deal
sees the Kingfisher Airlines brand on all umpires' uniforms and also on the giant screens
during third umpire decisions.

Television rights

On 15 January 2008 it was announced that a consortium consisting of India's Sony

Entertainment Television network and Singapore-based World Sport Group secured the
global broadcasting rights of the Indian Premier League. The record deal has a duration of
ten years at a cost of US $1.026 billion. As part of the deal, the consortium will pay the BCCI
US $918 million for the television broadcast rights and US $108 million for the promotion of
the tournament. This deal was challenged in the Bombay High Court by IPL, and got the
ruling on its side. After losing the battle in court, Sony Entertainment Television signed a
new contract with BCCI with Sony Entertainment Television paying Rs 8,700 crore
(US$ 1.94 billion) for 10 years. One of the reasons for payment of this huge amount is seen
as the money required to subsidize IPL's move to South Africa which will be substantially
more than the previous IPL. IPL had agreed to subsidize the difference in operating cost
between India and South Africa as it decided to move to the African nation after the security
concerns raised because of its coincidence with India's general elections. 20% of these
proceeds would go to IPL, 8% as prize money and 72% would be distributed to the
franchisees. The money would be distributed in these proportions until 2012, after which the

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IPL would go public and list its shares (But recently in March 2010, IPL decided not to go
public).

Sony-WSG then re-sold parts of the broadcasting rights geographically to other companies.
Below is a summary of the broadcasting rights around the world.

Sponsorships

India's biggest property developer DLF Group paid US$50 million to be the title sponsor of
the tournament for 5 years from 2008 to 2013.

Other five-year sponsorship agreements include a deal with motorcycle maker Hero Honda
worth $22.5-million, one with PepsiCo worth $12.5-million, and a deal with beer and airline
conglomerate Kingfisher at $26.5-million.

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 PR CAMPAIGN FOR INDIAN PREMIER
LEAGUE (IPL):
First Stage: Research for the campaign of IPL

Research can be defined as the search for knowledge or any systematic investigation to
establish facts. The primary purpose for research is discovering, interpreting, and
the development of methods and systems for the advancement of human knowledge on a
wide variety of matters of the universe.

Secondary research involves the summary, collation and synthesis of existing research
rather than primary research, where data is collected from, for example, research subjects or
experiments.

For the PR campaign of IPL I have carried out the secondary research using various
resources of information including newspapers, magazines, journals and various
reports of IPL published on internet. Some links for the internet based information are
given below:

• http://www.scribd.com/doc/28612461/IPL-the-Birth-of-Cricketainment-
Thesis-Final

• http://en.wikipedia.org/wiki/Research

• http://www.marketingteacher.com/SWOT/indian_premier_league_swot.htm

From the above research done from the secondary resources following
conclusions have been drawn:

Conclusions:

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 • IPL is a winning formula, its marketing and crisp timing being its USP
• It has a potential to beat the prime time TV shows as is evident from the views of the
people
• But, IPL needs to keep up to its expectations

Second Stage: Situational analysis

Where will you find the Mumbai Indians, the Royal Challengers, the Deccan Chargers, the
Chennai Super Kings, the Delhi Daredevils, the Kings XI Punjab, the Kolkata Knight Riders
and the Rajasthan Royals? In the Indian Premier League (IPL) - the most exciting sports
franchise that the World has seen in recent years, with seemingly endless marketing
opportunities. To conduct a PR Campaign for a event or sports like INDIAN PREMIER
LEAGUE is a great opportunity as it has become a new religion of cricket lovers in this new
era.

In order to do the Situational Analysis of IPL I have done the SWOT analysis of IPL:

Strengths

 The Indian Premier League (IPL) is based upon the Twenty20 cricket game which
should be completed in 2 ½ hours. That means that is fast-paced and exciting, and
moreover it can be played on a weekday evening or weekend afternoon. That makes it
very appealing as a mass sport, just like American Football, Basketball and Soccer. It
is appealing as a spectator sport, as well to TV audiences.
 The IPL has employed economists to structure its lead so that revenue is maximized.
The more unified the sport, the more successful it is.

Weaknesses

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 Twenty20 has been so popular that it could replace other forms of cricket i.e. damage
the game that generated it.
 Some fans will also have to pay for travel to the ground. There may be large queues
for the most popular games. There may be some distance between where the fan lives
and the cricket ground.
 Some teams have overpriced their advertising/sponsorship in order to gain some
short-term returns (e.g. Royal Challengers), and some sponsors and are moving their
investment the more reasonably priced teams.

Opportunities

 Since it has a large potential mass audience, IPL is very attractive as a marketing
communications opportunity, especially for advertisers and sponsors.
 The league functions under a number of franchises. Each franchisee is responsible for
marketing its team to gain as large a fan-base as possible. The long-term success of
all of the franchises lies in the generation of a solid fan-base. The fan-base will
generate large TV revenues.
 Different fans will pay different amounts to watch their sport. There will be corporate
hospitality, season tickets, away tickets, TV pay-per-view and other ways to segment
the market for the IPL.
 There is a huge opportunity for merchandising e.g. sales of shirts, credit cards and
other fan memorabilia. Grounds can also sell refreshments and other services during
the games.
 Marketers believe that the teenage segments need to be targeted so that they become
the long-term fan-base. Their parents and older cricket fans may prefer the longer,
more traditional game. The youth market may also impress on their parents that they
want them to buy their club's merchandise on their behalf - as a differentiator or status
symbol.

Threats

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  The level of competition that the Board of Control for Cricket in India (BCCI) can
generate determines long-term viability of the league. If the level of competition
drops, then revenue will fall.
 If the franchisee's fan-base does not generate income then they may not have the cash
to pay the salaries of the best players. However, if you invest in the best players and
they do not win the trophies, then you may not see a return on your investment. It
won't be a quick return on investment - so owners need to be in it for the long-term.
 The most highly priced teams may not be those that have the early success. Revenues
will come from the most highly supported teams.

Third Stage: Objectives of the campaign

Following are the objectives of the PR campaign of the IPL which we have to achieve

• Awareness for the third season of the IPL.

• To attract the public for the IPL matches.

• To maintain the interrelation of the key stake holders.(governing council, franchise owners
and other partners).

• Enabling the franchise to generate maximum revenue.

• To maximize the tourism

• Ensuring maximum and effective Indian participation at the IPL

FOURTH STAGE: IDENTIFYING PUBLICS

This campaign is mainly designed for creating the awareness among the public primarily the
Indian public in order to increase its fans base. As per the governing council of the IPL that
they are basically focusing on the youngsters so as to maintain and keep the fan’s base for a
long span of time.

In today’s time each and everyone is aware of the cricket, now cricket is become a new
religion we can call this as the cricketism and a new kind of entertainment has taken the birth

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called the cricketainment. In the present scenario everyone is very well familiar with this
kind of game. So for our campaign there are two kind of public to which we have to
communicate our message, and these are the

AWARE PUBLIC: - For this kind of game mostly 95% of the public act as the aware public
and everyone is familiar about of this kind of game, we just have to provide the information
regarding the scheduling of the game and the different venues of the game and other relevant
information such as the timing etc.

ACTIVE PUBLIC:- There is also some of the active public which are very well aware of the
event and are also the part of the event. It involve various sponsors, members of the
franchise, and also some of the bollywood celebrities are be supporting the various teams

So we have to design the campaign of IPL for this public in order to achieve the objectives

FIFTH STAGE: identifying STAKEHOLDERS

In case of the IPL the stakeholders involve the :-

• INTERNAL STAKE HOLDERS INVOLVE THE GOVERNING COUNCIL OF

IPL:-
 Mr. Chirayu Amin---Chairman IPL

 Mr. Shashank manohar---President BCCI.

 Mr. N. Srinivasan---BCCI Secreatary.

 Mr. Niranjan Shah---IPL Vice President.

 Mr. MP. Pandove---Honarary Treasurer BCCI

 Mr. Sanjay Jagdale---BCCI Secretaty.

 Mr. Ravi Kant, Mr. Sunil Gavaskar and Mr. Mansoor ali khan
patudi

• FRANCHISE OWNERS OF THE DIFFERENT TEAMS:-

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Name of the team Owner Captain Price(in Rs)
Mumbai Indians Mukesh ambani Sachin Tendulkar Rs. 445 Cr
(Reliance industries)

Royal challengers Vijay mallaya Anil kumble Rs. 440 Cr

Bangalore (UB group)

Deccan chargers Gayatri reddy Adam gilchrist Rs. 422 Cr

(Deccan Chronicle)

Chennai super N. srinivasn M.S Dhoni Rs. 359 Cr

kings (India cement)

Delhi daredevils GMR group Gautam Gambhir Rs. 331 Cr

Kings XI Punjab Ness Wadia, Preity K. Sangakara Rs. 300 Cr

Zinta, Mohit Burman
, Gaurav Burman
(Dabur), Karan Paul
(Apeejay Surendera
Group), Aditya and
Arvind Khanna

Kolkata knight Shahrukh khan S.Ganguly Rs. 296 Cr

riders (red chillies)

Rajasthan Royals Emerging Media Shane Warne Rs. 264 Cr

(Lachlan Murdoch,
A.R Jha and co.),
Shilpa Shetty, Raj
Kundra
,
Sahara pune Sahara Not yet decided Rs 1,702 Cr
warriors

• Stakeholders also involve the various media partners of the IPL such as :-

♦ SET MAX.

♦ DLF.

♦ KINGFISHER AIRLINES.

♦ PEPSI.

♦ MAX MOBILE.

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 ♦ KARBON MOBILES.

♦ MRF.

♦ HERO HONDA.

♦ GOOGLE.

♦ VODAFONE

♦ CITI BANK

SIXTH STAGE: KEY MESSAGES

The key messages are the central themes of the game, these are in such a way that it attract
the maximum number of audience towards the IPL games. As we all know the season 2 of
IPL was organised in the South Africa due to the security reasons, now the season 3 would be
back in India, so we can attract the audience by primarily focusing on that fact that the IPL is
going to be in India again. We can use various kind of Taglines in order to communicate and
persuade our audience for these games.

We can use various taglines for this are as following:-

• Same thrill, Same excitement, with experience IPL…………back to

the home.

• 8 teams with no players’ only warriors……..IPL.

• Ek desh, Ek junnon……..IPL.

These are the some taglines which are focused to persuade the audience regarding the IPL
games. These are mainly concentrated on the fact that IPL is again going to be played in
India.

In this basically what we trying to do is that, we are using the Emotional appeals
so as to motivate and persuade the public of India.

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SEVENTH STAGE: STRATEGY

Strategies are basically the long term plans which we are going to adapt in order to make our
PR campaign successful. As we know IPL means Indian Premier League, so we will focus on
this that it belongs to India and all the Indians should be targeted to promote this game. In
this as I said earlier that we will use the Emotional appeal as cricket is like a religion and the
people of India are very much particular regarding this, so it is easy for us to motivate and
persuade the people of India regarding the IPL. We will use various kind of different
patterns so as to attract the maximum no. of audience towards the game, so that our all the
objectives will get achieved.

In the IPL games all teams are also using their own cheerleader, so this can also act as a good
strategy to attract the youth towards the game. There are also various different schemes and
games which the various associated companies has launched so as to make the IPL more
interesting and more audience oriented. The main motive behind this is to make the game of
cricket more exciting and thrilling and attract the most of the public towards it in order to
generate more and more revenues.

The main focus of this is to spread the area of IPL through out of the world and using each
kind of medium in order to get it done. We will use various different kind of advertisement
and various different emotional appeals for our campaign. These all strategies will act as the
foundation base for the tactics.

EIGHTH STAGE: TACTICS

In this creativity is at the topmost priority, we have to use the right kind of tools in order to
achieve our objectives and also to fulfil our strategy. We have a lot of tools and tactics in
order to tap the maximum number of the audience. For our campaign we have to use a lot of
tool ranging from a simple press release to the websites, events, presentations, seminars, T.V
advertisements, radio advertisements, blogging, conferences and also the VNR’S. Use of the
good and better tools and tactics for our PR campaign can provide us the success and also the
competitive edge in the market. For our PR campaign we will use various tools and tactics ,
these are:-

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 • Website: - www.iplT20.com (You can check by opening this address).

• TV. Advertisements.

• Radio advertisements.

• Issuing of press releases.

• Use of Pop up’s.

• Use of hoardings at some places.

• Print advertisement.

• Through mobile messages (SMS’s).

• Practising any corporate social responsibility program (for the promotion of the event).

• Telecasting of the advertisement of the individual teams.

• Merchandise.

Various advertisements of the IPL ARE:-

Glimpses of
Advertisement issued
by: - IPL

Advertisement of
Chennai super kings

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 Glimpses of
Advertisement of
royal challengers
issued by UBgroup.

Glimpses of the
advertisement issued
by Kolkata Knight
riders

Advertisement of the
Rajasthan royals on
the song

HALA BOL

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 Advertisement of
DECCAN
CHARGERS

Advertisement of kings
XI punjab

Advertisement of
Mumbai Indians

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 PRESS RELEASE

Press release: - “IPL IS NOW BACK IN INDIA”

Now it has more thrill and more action

2-MAY-2010 [FOR IMMEDIATE RELEASE]

Indian Première League, the new actions and with more excitement is now back in India. This
time the IPL is scheduled in India, last time the season 2 was scheduled in South Africa due some
security reasons, but now the chairman of IPL has announced that the IPL is going to be held in
India this year. The chairman of the IPL said that they are also very happy that now their game
would be held in own country. This act will give a great joy to the public of India. And this will
help the IPL to be more exciting and full of energy.

Speaking on the occasion the chairman of the IPL Mr. Chirayu Amin said that , by coming back
to home is a very for us as it will help us to attract the more Indian audience and this will help to
achieve the objectives of the PR campaign of the IPL. This time the IPL has underwent with
various companies such as VODAFONE, GOOGLE and many other in order to provide more
and better services to the audience. They are also collaborated with the Google for providing the
LIVE IPL matches online on the internet, it will help the audience to access the match on the
web. This will help the IPL to increase it s viewer ship.

ABOUT INDIAN PREMIERE LEAGUE

The IPL 2010 is ready to kick off on March 12th 2010, with some high voltage action expected
between reigning champions the Deccan Chargers and the Kolkata Knight Riders at the D. Y.
Patil Stadium at Navi Mumbai. Online tickets for the Opening Match and IPL 2010 are now
available at www.iplt20.com.
IPL 2010 will be played over 45 days across India and will feature a grand total of 60 games,
with the addition of a third place play-off.

For more information on all the action in IPL 2010 log onto www.IPLT20.com the official online
destination of the league.

CONTACT

ARUN KUMAR

MOB. NO. : - 9888922532 ….E-MAIL- ARKUMAR@GMAIL.COM.

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 • Snapshot Of The YouTube Showing Live IPL Matches. There Is Collaboration
Between Google And IPL. And It Provide The Feature Of LIVE Matches On
You Tube

Address of this is: - www.youtube.com/iplt20

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Website of IPL: -

Merchandising: - IPL has collaborated with various companies such as adidas, Reebok,
puma, to provide the merchandising. it is used for the promotion of the IPL

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 In this picture one of my
friend Mr. ANKIT PURI
wearing the t-shirt of
Rajasthan Royals

Logo of Rajasthan royals

Full merchandise offered by different companies in collaboration

wiyh IPL

Through mobile: -
We can also do the promotion with the use of the mobile which
may involve sending text messages, launching mobile games,
sending various flash messages.
We can also star various games on the- TV channels and we can play
those games by sending the messages .

Gaming: - India games, India’s largest gaming company and a pioneer in mobile and online
games, has announced a partnership with Global Cricket Ventures (GCV), the exclusive licensee
of key digital, mobile and image rights to the Indian Premier League (IPL) to acquire the official
gaming rights to the IPL tournament. This deal, which is for a period of eight years, will bring a
new dimension to the World’s most successful club cricket t20 .

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NINTH STAGE: TIME SCALE
Timescale involves the scheduling of the different matches at the different venues at different
dates. It contains the whole time table of the different matches.

It helps us to allocate the different time to the various activities (matches) throughout the
whole event. In this we specify the deadlines of the matches. As per the rules and regulation
of the IPL, a match should be completed within the time span of 2.5 hrs. Hence the time
allocated to the different matches should be according to the norm.

IPL 2010 Schedule

• 12 March 2010 – 8PM – Deccan Chargers vs Kolkata Knight Riders DY PATIL STADIUM
– Mumbai

• 13 March 2010 – 3PM – Mumbai Indians vs Rajasthan Royals Brabourne Stadium – Mumbai

• 13 March 2010 – 8PM – Kings XI Punjab vs Delhi Daredevils PUNJAB CRICKET

ASSOCIATION STADIUM CRICKET STADIUM – Mohali

• 14 March – 4PM – Kolkata Knight Riders vs Bangalore Royal Challengers Eden Gardens –
Kolkata

• 14 March – 8PM – Chennai Super Kings vs Deccan Chargers M.A.CHIDAMBARAM

STADIUM – Chennai

• 15 March – 8PM – Rajasthan Royals vs Delhi Daredevils Sardar Patel Stadium – Ahmedabad

• 16 March – 4PM – Bangalore Royal Challengers vs Kings XI Punjab M.CHINNASWAMY

STADIUM – Bangalore

• 16 March – 8PM – Kolkata Knight Riders vs Chennai Super Kings Eden Gardens – Kolkata

• 17 March – 8PM – Delhi Daredevils vs Mumbai Indians FEROZ SHAH KOTLA – Delhi

• 18 March – 8PM – Bangalore Royal Challengers vs Rajasthan Royals M.CHINNASWAMY

STADIUM – Bangalore

• 19 March – 4PM – Delhi Daredevils vs Chennai Super Kings FEROZ SHAH KOTLA –
Delhi

• 19 March – 8PM – Deccan Chargers vs Kings XI Punjab Barabati Stadium – Cuttak

• 20 March – 4PM – Rajasthan Royals vs Kolkata Knight Riders Sardar Patel Stadium –
Ahmedabad

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• 20 March – 8PM – Mumbai Indians vs Bangalore Royal Challengers Brabourne Stadium –
Mumbai

• 21 March – 4PM – Delhi Daredevils vs Deccan Chargers Barabati Stadium – Cuttak

• 21 March – 8PM – Chennai Super Kings vs Kings XI Punjab M.A.CHIDAMBARAM

STADIUM – Chennai

• 22 March – 8PM – Mumbai Indians vs Kolkata Knight Riders Brabourne Stadium – Mumbai

• 23 March – 8PM – Bangalore Royal Challengers vs Chennai Super Kings

M.CHINNASWAMY STADIUM – Bangalore

• 24 March – 8PM – Kings XI Punjab vs Rajasthan Royals PUNJAB CRICKET

ASSOCIATION STADIUM CRICKET STADIUM – Mohali

• 25 March – 4PM – Bangalore Royal Challengers vs Delhi Daredevils M.CHINNASWAMY

STADIUM – Bangalore

• 25 March – 8PM – Mumbai Indians vs Chennai Super Kings Brabourne Stadium – Mumbai

• 26 March – 8PM – Rajasthan Royals vs Deccan Chargers Sardar Patel Stadium – Ahmedabad

• 27 March – 8PM – Kings XI Punjab vs Kolkata Knight Riders PUNJAB CRICKET

ASSOCIATION STADIUM CRICKET STADIUM – Mohali

• 28 March – 4PM – Rajasthan Royals vs Chennai Super Kings Sardar Patel Stadium –
Ahmedabad

• 28 March – 8PM – Deccan Chargers vs Mumbai Indians DY PATIL STADIUM – Mumbai

• 29 March – 8PM – Delhi Daredevils vs Kolkata Knight Riders FEROZ SHAH KOTLA –
Delhi

• 30 March – 8PM – Mumbai Indians vs Kings XI Punjab Brabourne Stadium – Mumbai

• 31 March – 4PM – Chennai Super Kings vs Bangalore Royal Challengers

M.A.CHIDAMBARAM STADIUM – Chennai

• 31 March – 8PM – Delhi Daredevils vs Rajasthan Royals FEROZ SHAH KOTLA – Delhi

• 01 April – 8PM – Kolkata Knight Riders vs Deccan Chargers Eden Gardens – Kolkata

• 02 April – 8PM – Kings XI Punjab vs Bangalore Royal Challengers PUNJAB CRICKET

ASSOCIATION STADIUM CRICKET STADIUM – Mohali

• 03 April – 4PM – Chennai Super Kings vs Rajasthan Royals M.A.CHIDAMBARAM

STADIUM – Chennai

• 03 April – 8PM – Mumbai Indians vs Deccan Chargers Brabourne Stadium – Mumbai

• 04 April – 4PM – Kolkata Knight Riders vs Kings XI Punjab Eden Gardens – Kolkata

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• 04 April – 8PM – Delhi Daredevils vs Bangalore Royal Challengers FEROZ SHAH KOTLA
– Delhi

• 05 April – 8PM – Deccan Chargers vs Rajasthan Royals VIDHARBA CRICKET

ASSOCIATION GROUND – Nagpur

• 06 April – 8PM – Chennai Super Kings vs Mumbai Indians M.A.CHIDAMBARAM

STADIUM – Chennai

• 07 April – 4PM – Rajasthan Royals vs Kings XI Punjab SAWAI MANSINGH STADIUM –

Jaipur

• 07 April – 8PM – Kolkata Knight Riders vs Delhi Daredevils Eden Gardens – Kolkata

• 08 April – 8PM – Bangalore Royal Challengers vs Deccan Chargers M.CHINNASWAMY

STADIUM – Bangalore

• 09 April – 8PM – Kings XI Punjab vs Mumbai Indians PUNJAB CRICKET ASSOCIATION

STADIUM CRICKET STADIUM – Mohali

• 10 April – 4PM – Deccan Chargers vs Chennai Super Kings VIDHARBA CRICKET

ASSOCIATION GROUND – Nagpur

• 10 April – 4PM – Bangalore Royal Challengers vs Kolkata Knight Riders

M.CHINNASWAMY STADIUM – Bangalore

• 11 April – 4PM – Delhi Daredevils vs Kings XI Punjab FEROZ SHAH KOTLA – Delhi

• 11 April – 8PM – Rajasthan Royals vs Mumbai Indians SAWAI MANSINGH STADIUM –

Jaipur

• 12 April – 8PM – Deccan Chargers vs Bangalore Royal Challengers VIDHARBA CRICKET

ASSOCIATION GROUND – Nagpur

• 13 April – 4PM – Mumbai Indians vs Delhi Daredevils Brabourne Stadium – Mumbai

• 13 April – 8PM – Chennai Super Kings vs Kolkata Knight Riders M.A.CHIDAMBARAM

STADIUM – Chennai

• 14 April – 8PM – Rajasthan Royals vs Bangalore Royal Challengers SAWAI MANSINGH

STADIUM – Jaipur

• 15 April – 8PM – Chennai Super Kings vs Delhi Daredevils M.A.CHIDAMBARAM

STADIUM – Chennai

• 16 April – 8PM – Kings XI Punjab vs Deccan Chargers DCS – Dharmasala

• 17 April – 4PM – Bangalore Royal Challengers vs Mumbai Indians M.CHINNASWAMY

STADIUM – Bangalore

• 17 April – 8PM – Kolkata Knight Riders vs Rajasthan Royals Eden Gardens – Kolkata

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 • 18 April – 4PM – Kings XI Punjab vs Chennai Super Kings DCS – Dharmasala

• 18 April – 8PM – Delhi Daredevils vs Deccan Chargers FEROZ SHAH KOTLA – Delhi

• 19 April – 8PM – Kolkata Knight Riders vs Mumbai Indians Eden Gardens – Kolkata

• 21 April – 8PM – 1nd Semi-Final Match – Team 1 vs Team 2 ( Mumbai Indian vs Royal
Challengers Banglore ) Navi Mumbai ***

• 22 April – 8PM – 2nd Semi-Final Match – Team 3 vs Team 4 ( Chennai Super Kings vs
Deccan Chargers Hyderabad ) Navi Mumbai ***

• 24 April – 8PM – 3rd Place Match – Team A vs Team B DY PATIL STADIUM – Mumbai

• 25 April – 8PM – Final Match IPL 2010 – Team 1 vs Team 2 DY PATIL STADIUM –
Mumbai

TENTH STAGE: BUDGET

It is one of the important part of the PR campaign to make it successful. By projecting the
budget we can come to know regarding what we can do with the available budget. With the
help of this we can take all the cost is the consideration. In the budget we have to project the
sources of finance that is we have to mention from where we will get the fund for the conduct
of the PR campaign and also the expenditure which contain the different type of costs which
are incurred during the campaign.

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 Source of finance Expenditure
-Sponsor: - Rs- 50000000
Operating costs – Rs. 40563000

-Merchandise.- Rs.7500000
Human resources development- Rs.27400000

- Franchises – Rs. 100000000

Equipment – Rs.68500000

-Ticket selling- Rs. 2500000

For contingency planning- Rs.23537000

Rs. 16000000

We have a total of Rs. 160000000 of budget and this fund we got from different sources,
which are sponsors, from merchandise, franchise, ticket selling .

ELEVENTH STAGE: CRISIS ISSUE AND

MANGEMENT PLACE
It basically involves the various risks and uncertainties associated with respect to the PR
campaign of IPL. As we all know that this is like a mega event so we have to take care of

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each and every thing in order to accomplish our PR campaign successfully. There are a lot of
risks associated with the event. They may be: -

• As it is organised at a very high level , so there is a chance of mismanagement and

less coordination among the various departments , so it may hamper the whole
process of the PR campaign.

• We should choose the right kind of medium at the right time for the purpose of
communication of our key messages with the public. It should be such a way that it
would give maximum benefit to the PR campaign and could communicate the
message in the effective way. And if we go for a wrong tool, it may spoil our whole
campaign.

• As it a game which involve a lot of money, so it may create the rivalry among the
members of the management as a whole damaging the whole format of the game.

• There is also the risk of match fixing, this act may destroy all the ethical norms of the
game as a result hampering all the effect of the PR campaign.

• PR campaign should be according to the public of that area where we have to conduct
our PR campaign, if the campaign is not according to the public of that area, then it
may suppress the affect of the PR campaign.

• As there is very less transparency in the whole process of working of the IPL board,
this may led to the whole destruction of the game, as it happened some days back that
the ex-chairman of IPL Mr. Lalit Modi has been sacked due his non compliance as
per the code of conduct of the game. So it should be taken care of.

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TEWELEVTH STAGE: EVALUTION
Evaluation is very important aspect of any campaign as it decides the failure or success of
any campaign. It adds value to any campaign. Since it helps to undertake corrective measures
for all the mishappenings or mistakes that are analysed during the evaluation process it
becomes very essential and mandatory to undertake this exercise.

With the evaluation for the Ipl campaign it was found that it went very successful and above
the expectations of all stakeholders as:

 There was a huge crowd that attended almost every match of IPL and since it was one
of the objectives of our PR Campaign that was set in prior and was achieved with a
good response.

 It helped to generate the maximum profits/revenue even more than the expected ones.

 Maximum Indian participation was found during the matches in the crowd that gave a
wave and sense of self belongingness to every citizen of India

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References: -
• http://www.scribd.com/doc/28612461/IPL-the-Birth-of-Cricketainment-

Thesis-Final

• http://en.wikipedia.org/wiki/Research

• http://www.marketingteacher.com/SWOT/indian_premier_league_swot.h

tm

• http://www.indiacricket.com/iplt20/32456kl.html.

• http://www.cricinfo.com/ipl/sechedule.345

• http://www.iplt20.com/index.php

• http://www.youtube.com/ipl.

• http:cricmania.com/crickett20/345-md/34.jpg

• http://en.wikipedia.org/wiki/ipl

• http://www.ipl.com/index/governingcouncil.htl

• http://timesof india.com/article345

• http://aajtak.com/yputube990904.html.

• I HAVE ALSO REFFERED THE CSR MAGAZINE AND

PROTYOGITA FOR THE IPL.

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