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Dawn of a new marketing strategy for KKR

14-February-2012
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Dawn of a new marketing strategy for KKR

The Kolkata Knight Riders has launched its new marketing campaign, ‘New Dawn, New Knights’. At the centre of the campaign is the unveiling of a new and refreshed logo. Created by global branding agency Lambie-Narin, the new identity is modern, vibrant and unique.

Commenting on the new campaign, Venky Mysore, CEO & MD, Kolkata Knight Riders, said, “The campaign is about the new team that we have formed, a new attitude and new intensity – it signifies the new winning spirit that has been brought about by our new players and a new coach. All of these go a long way in ensuring a new beginning.”

The new look has been rolled out across a wide range of applications, including the team kit, online, social media applications and merchandising.

He further said that there won’t be any drastic changes in the team’s marketing plans. “We have our sponsors for another two years. The marketing would be majorly done on through merchandising, on the digital platform as well as through ticketing. We are trying hard to make it easy for our fans, spectators and supporters who want to come and watch KKR play.”

While refusing to divulge details on the marketing and advertising spends, Mysore said, “We don’t buy space from the media because we have a brand that stands on its own. The ones to do marketing are our sponsors and we help them activate it. Thus, we have marketing ideas and plans that they leverage for us, but it is not about spends from our side.” He further said that sponsors’ response had been very positive.

KKR on the digital platform
“We already kicked off our digital media plans last year. Among all the IPL teams, we are the leaders in Facebook, Twitter and on YouTube. We have a community that exceeds 700,000 and before the start of the latest season of IPL, we are confident of reaching a million. That in itself is a unique position, and I think we should be able to build on that as we go forward,” Mysore shared.

He added that while KKR had faced loses in the first three years of IPL, he was confident of ending this fiscal year with profits.

Excessive cricket may impact IPL 5 viewership?
According to Mysore, it was difficult to say how much IPL 5 viewership would be impacted. “The segment of markets that IPL attracts is very different from that of a Test and One Day format of the game. I think it depends on the product. If you look at toothpaste today, you have hundreds of brands, but it all depends on how you package it and how you market it. So the challenge for us is to keep working on the product, its packaging and delivery, and if we do a good job, then we would be successful as a franchise,” he remarked.

On the challenges of running a cricket team in uncertain economic times, he said that it was the same as running any business today. “You have to focus on the fundamentals and make sure that the product and the packaging are good and to keep improving on the product. Also, one needs to keep an eye on the revenue streams and on expenses.”

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