Expand
Penetrate Indian Market. 1.4% - 20%
market share
Subscriptions 1 million – 40 million over the next 10 years
Our
Objectives
Recognition
Deliver excitement and awareness in the build up to
the IPL season
Repeat
Purchase
Create a unique experience for Mumbai Indian fans
85% of the Population say
they watch Cricket at least
once a week
01
Year after year, Brands
want to be associated with
IPL
The Gentlemen's game has
transformed into a
Corporatized
entertainment forum
02
3.2 – 6.3 billion four years
03
Positive synergy
04
Even viewing ratio
between Men and Women
THE ENTERTAINMENT DOESN’T HAVE TO STOP HERE
Wankhede Stadium
Future stadium
developments - Host
concerts
Two Digital Screens
Most successful team –
Part of a winning
culture
Main Landmark of
Mumbai
Train that runs past the
stadium – Constant
personnel engagement
Known for having the
most electric
atmosphere
Clarity
Long-term Engagement
Population
2020 - Timing Plan
January
Official announcement of
partnership – Through Mumbai
social media (Facebook 30
Million) (Twitter 5 Million)
(Instagram 2 Million) Video’s
released on YouTube
March
May
Season ticket competition
announced. Interactive
discussion encouraged
Real time content released
around excitement and news.
Partnership with Vodafone
Netflix experience is revealed
along with Netflix Foundation
Red carpet event held in
Wankhede hospitality
February
April
Netflix Experience
• Leverage
• Activation
1. Priority area – Netflix
1. Early access to tickets
Caps, Netflix Billboard, T2. Priority lounge (Netflix Premium)
shirts
3. Exclusive package deals for Netflix users
2. Highlight visuals that
4. Promotional offers on Tickets
bring Wankhede event’s
5. Interval competitions – Win prizes
energy to life
6. Social media competitions - #IPLNetflix
7. Netflix Foundation
8. Use interactive discussions to create messaging
Brand
Equity
Brand
Loyalty
Netflix foundation-CSR
Brand
Awareness
Social media reach, TV
viewership
Perceived
Quality
Documentaries, exclusive offers
1. Confidence in
purchasing a
subscription
2. Satisfaction
3. Brand Trust
1. Competitive advantage
2. Brand Loyalty
Brand
Association
s
Positives attitudes towards the
brand – Drawing synergies with
IPL
Other
Brand
Assets
Exclusive Wankhede Stadium
Access
KPI’s
Social Media
1.
Growth in followers
2.
Social Media Interactions - #IPLNetflix mentions
3. Traffic to Social Media page
Netflix
1.
Number of Netflix Subscriptions – January – July
2.
Follow through – Trial period to subscription
3.
Market Share Growth
4.
Customer Satisfaction