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MICAns' marketing model bowls over Chennai Super Kings

  • DNA
  • Nov 21, 2012, 03:50 AM IST

Ahmedabad: If Chennai Super Kings' new merchandising model in the upcoming Indian Premier League impresses you, the credit goes to students of Mudra Institute of Communications, Ahmedabad.

In a recent sports marketing competition at the Indian Institute of Management, Kozhikode (IIM-K), a team of three students from the premier institute bagged second prize of Rs 25,000.

The three students - Pratap Kaul, Vignesh Sriram and Sandeep Mocherla - formulated a revenue model in the social media space for CSK. The team also proposed models for how brand CSK could grow with advancements in mobile computing, cloud computing, and more. It also presented an analysis of whether there was a threat to CSK’s television viewership keeping in mind increasing usage of the internet.

“We were picked for the prize based on the significance and credibility of the revenue model and merchandising models we presented. One of the merchandising models we suggested was that when a viewer purchases some merchandise online, they could be given a promo-code which they could share with friends through social media. Each time someone purchased something using the promo-code, the person who purchased it first would get a discount. It was a multi-layered merchandising model,” said Kaul. He said the team had also come up with a game called TripVille.



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