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Tag: Marketing Lesson

  • Marketing Lessons that Businesses Can Learn from IPL

    For Indians all across the globe, summer vacations have become synonymous with the Indian Premier League. But it is no longer just cricket but a blend of speed matches, celebrity sightings, and some smart business tactics. That is why people around the world are now tuning in to watch the IPL. 

    So, what is the secret behind the popularity of the Indian Premier League? 

    The answer lies in their superior marketing strategies. IPL has cracked the marketing code and is turning cricket into an obsession. So, let’s take a look at how the IPL began and some marketing lessons that businesses can follow. 

    The Indian Premier League – Humble Beginnings

    The Indian Premier League – Humble Beginnings

    The Indian Premier League, or IPL, is a men’s Twenty20 cricket league that was founded in 2007 by the Board of Cricket Control in India (BCCI). It is one of the most popular and richest cricket leagues in the world. 

    In 2007, after India’s victory at the 2007 T20 World Cup, the BCCI declared the launch of a new franchise, IPL. The inaugural season was to start in April 2008 and the then BCCI VP Lalit Modi provided details of the event that included the format, prize money, and more. 

    To determine team ownership, an auction was held in January 2008, and the reserve price for the eight franchises (Chennai Super Kings, Mumbai Indians, Kings XI Punjab, Delhi Daredevils, Kolkata Knight Riders, Rajasthan Royals, Deccan Chargers, and Royal Challengers Bangalore) that totaled $400 million. But realistically, they raised over $723.59 million. 

    In 2010, the IPL was one of the first sporting events to be broadcast live on YouTube. In 2022, the league was valued at INR 90,038 crore. In 2023, the IPL final became the most live-streamed event on the interne,t with over 32 million views. 

    Now that we know a little bit about the Indian Premier League, it is time to understand the multiple layers of IPL. 

    Being the MVP of the Industry

    The IPL is one of the best examples of how a brand can resonate with the audience. Here are some ways IPL has built their brand: 

    a) Creating a unique identity: 

    One of the best ways IPL has branded itself is by creating a unique identity. Not only is IPL a global phenomenon, but they have also ensured that all the teams in the event are memorable as well. Each team has its distinctive name, colour, and logo. 

    For example, Kolkata Knight Riders (KKR) has purple and gold jerseys, whereas Chennai Super Kings have bright yellow ones. This visual branding helps fans identify with their teams. 

    Creating a Unique Identity
    Creating a Unique Identity

    b) Star Endorsements: 

    The Indian Premier League has the star power of both Bollywood celebrities and cricketers combined. By associating with stars like Shah Rukh Khan (co-owner of KKR) and Shilpa Shetty (co-owner of Rajasthan Royals), the brand has a massive following to increase its appeal. 

    Star cricketers such as MS Dhoni, Virat Kohli, and AB de Villiers not only brought their A-game but also their personal following to the game. 

    c) Consistent Storytelling: 

    Every year, the IPL maintains its consistent storytelling and emphasizes the competitive spirit, excitement, and glamour of the league. This narrative has helped them build a cohesive brand image. Some of the most iconic marketing campaigns of the brand have been: 

    I. Creating an Experience: 

    The IPL is not just about cricket matches but the experience. From the electrifying atmosphere to the engaging content, IPL makes sure that fans are always entertained. For the in-stadium experience, IPL has live music and cheerleaders to create a carnival-like atmosphere to keep the fans engaged. 

    The IPL official app and social media channels have exclusive content, interactive features, and behind-the-scenes footage to improve the overall experience for those people sitting and watching the match at home. 

    II. Building a strong community: 

    One of IPL’s most crucial marketing tactics is building a strong community. With a sense of belonging, fans remain loyal throughout the tournament. All the teams have official fan clubs that have exclusive perks, such as a meet-and-greet with players and early bird tickets. 

    Many teams also have multiple CSR activities such as the Royal Challengers Bangalore, the ‘Go Green’ initiative, or the Rajasthan Royals all-pink jersey to support the empowerment of women from rural India. 

    Marketing Business Lessons: 

    1. To develop a strong logo and have a consistent colour scheme 
    2. Collaborate with celebrities and influencers to attract a wider audience 
    3. Develop a strong brand narrative and keep storytelling consistent 
    4. Focus on creating a holistic experience with digital content 
    5. Cultivate a loyal customer base by offering exclusive deals 
    6. Engage in corporate social responsibility to build ties with the audience 

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    Focus on fans more than sales

    IPL places their fans at the heart of their marketing strategies. The success of the tournament is not just the cricket pitch but also building an overall experience for the audience. 

    a) Keep the content engaging: 

    IPL keeps its fans hooked with engaging content that is not just in the matches. Months before the actual tournament starts, the brand builds intrigue through player auctions, teasers, and team announcements. Fans also get behind-the-scenes content such as locker-room interviews, training sessions, and more to make them feel like a part of the team. 

    b) Interactive engagement: 

    The IPL has multiple social media platforms to engage directly with their fans and make them feel like a part of the team. Fans can engage with teams and players on social media platforms and post Q&As, tweet players, and more. 

    The brand also runs challenges and contests such as #FanOfTheMatch to engage with fans to win exciting prizes. 

    I. Fun merchandise: 

    IPL has multiple interactive zones with photo booths, games, and official merchandise stores that improve their overall match experience. 

    II. Loyalty program: 

    The brand has multiple programs and benefits to foster a sense of loyalty. Fans can be a part of the fan club and get access to tickets and seasonal passes. 

    Marketing Lessons for Businesses:

    1. Create engaging content to keep your audience connected with your brand. 
    2. Share development updates and behind-the-scenes stories to ensure that the audience connects emotionally with the audience. 
    3. Leverage social media and run contests to foster stronger connections. 
    4. Implement a loyalty program to offer exclusive benefits.

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    Balancing both Local and Global Fans

    The IPL is no longer a regional event but an international phenomenon. Here’s a look at how IPL achieved this balance: 

    a) Building a local appeal: 

    The IPL tournament strategically focuses on creating regional identities for its teams so that it connects better with its audience. Each team is from a specific state or city that encourages local pride. Teams such as Mumbai Indians, Kolkata Knight Riders, and more are extensions of their cities. 

    Local players such as MS Dhoni for Chennai and Virat Kohli for Bangalore help reinforce their connection. The brand also broadcasts its matches in multiple languages, such as Bengali, Hindi, Tamil, Telugu, and Kannada. This means that fans can enjoy the match in their native language.  

    b) Global reach: 

    The IPL is now gathering a global audience, and it is becoming one of the most-watched cricket leagues in the world. International players such as Chris Gayle, David Warner, and AB de Villiers have their own international fan bases that follow IPL. The brand broadcasts to over 120+ countries with partnerships with broadcasters such as Hotstar, Sky Sports, and Willow TV. 

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    Marketing Lessons for Businesses: 

    1. Focus on creating a local connection first by understanding your regional market. 
    2. Promote local heroes and use regional languages to connect better with your audience 
    3. If you want to connect to a global audience, then include some international elements 
    4. Connect with global audiences via international broadcasting stations 
    5. Remember to create a balanced strategy that celebrates local cultures while engaging with a global audience.   

    Conclusion

    The IPL tournament is not just a cricket event – it is a genius example of modern marketing practices. Essentially, IPL represents how a product can be turned into a successful business model. So, to succeed, a brand needs to focus on some major aspects: strong branding and marketing, connecting with its audience, using digital marketing channels, and reaching out to a wider audience. By following these, businesses can create a long-term presence in their markets. 

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    FAQs

    What is the primary marketing strength of the IPL?

    Primary marketing strategy of IPL is its ability to create a massive, highly engaged audience through a blend of sports and entertainment.

    How does the IPL utilize influencer marketing?

    By partnering with cricket stars and Bollywood celebrities to amplify brand messaging and reach wider audiences. 

    What can businesses learn about sponsorship from the IPL?

    The importance of strategic partnerships that align with brand values and reach target demographics.

  • Why Google Glass Failed? | Biggest Marketing Lessons to Learn from Google Glass Failure

    Have you ever wondered about the next level of revolution in technology? Well, a world-famous company had thought this through years ago. In fact, they were very near to making this revolutionary development in wearable technology. But, they failed! Must be wondering why? That company was Google, which took the initiative of bringing the most evolved technology measure.

    Years ago, Google developed a smart wearable product named Google Glass. This was known to be Google “moonshot” technology. The image behind the invention was utterly brilliant but, the product didn’t come to stand on its expectations. The product was highly criticized around every aspect from price to safety.

    Google focused on hyping and uplifting people’s expectations for its products but didn’t bring out the harsh reality or its lacking in the market. This led to the major failure of Google Glass. The product’s marketing campaign kept on promoting the product as the future’s precursor technology.

    But with so much dedication and evolved technology, how and why did the Google Glass fail? This revolutionary high potential holder product was largely rejected by the consumers from the mass-market. Google Glass failed in many elements such as health and safety concerns, extensively high price, heat issues and many more.

    In this article, we have discussed these issues briefly and brought out a case study on how Google Glass failed!

    Reasons for Google Glass Failure

    Marketing Lessons to learn from Google Glass Failure

    Google Glass failure case study

    Reasons for Google Glass Failure

    Concerns over Health and Safety

    As soon as the announcement and description of Google Glass came out among the people, there were some major concerns regarding its safety measures and how it could adversely affect our health.

    People were concerned whether it would be safe to use Google Glass every day. Because as per the description, the product was expected to radiate carcinogenic radiation very close to our minds and eyes. However, other brand’s products also emit many harmful radiations, but they don’t make direct contact with our skin.

    Moreover, Google Glass could capture any image at any time so there were some concerns raised for the privacy and piracy of lives. It could capture anything randomly without the knowledge of other people.

    No clear Functioning

    Google Glass
    Google Glass

    When a new product is launched in the market, the first question that comes is what issues does this product resolve. The functioning of the product is set before its invention. You cannot build a product based on whether people would be interested or not. Because planning the functionality of any product establishes the ground goals you are achieving with that product. Marketing strategy, promotion, target marketing and everything should be pre-planned.

    However, Google Glass didn’t stand on any of these scenarios. It had two functions: capturing pictures very quickly and searching anything on the Internet in seconds. There wasn’t any usual or practical usage of this product. Therefore, it doesn’t bring any major benefits to the customers.

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    Battery Issues

    Poll result for Google Glass Battery Hours
    Poll result for Google Glass Battery Hours

    Google Glass had a fixed battery limit of 4 hours, which means you need to keep on charging the glass after every four hours. The product could be discharged any time without your knowledge and then, it would be just useless until you charge it completely.

    The energy consumption in this product was much more than usual. This would result in some major problems after purchasing. And, also there aren’t any standard charging specifications. No matter how many times you charge it, it will be down after a few hours.

    Overprice

    Even with these drawbacks, Google Glass cost around $1,500. Although people were highly disappointed with this product, Google didn’t minimise the pricing. It kept on with the price of $1,500.

    The concerns related to Google Glass were not just random, these issues majorly affect the usage and functioning of this product. These issues couldn’t be resolved after 2-3 sales, in fact, these required some well-researched and evolved changes.

    Language Issues

    Google Glass only worked properly with a native English speaker from the US or UK. But when it comes to sending or commanding in any other language, Google Glass wouldn’t recognise it.

    The major drawback is it cannot be corrected with the keyboard (as in smartphones) because there isn’t any. So it means you can only command in British or American English. That’s why it would become absolutely tough to handle.

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    Heating Issues

    There were some critical concerning issues regarding the heating of Google Glass. When you record a video of 10-15 minutes, it becomes excessively heated because of the intensive computation working. Then, you would need to cool it down immediately otherwise it could cause some high damage not definitively wrong for health.

    Marketing Lessons to learn from Google Glass Failure

    Before launching any revolutionary and high-tech product, you must take a look at the lessons to be learnt from the failure of Google Glass. These lessons are widely described in the following points.

    • Underline the everyday benefits of your product boldly, with the help of paid media who strengthen your product’s PR.
    • Release the product with a short and quick scheduled time to embrace the momentum of purchasing.
    • Do not repeat the mistakes done by Google in the case of Google Glass.
    • Launch your product with utter clearance on what goals you expected to achieve through your product.
    • Maintain and monitor your product advertising and marketing to get a better experience as well as the opportunity to amend the drawbacks.

    Conclusion

    Google had put a great fraction of creativity and technology with Google Glass. It did try to monetize wearable technology. But, it lacked some major elements which resulted in a complete backup for this product. Google may have some very great and interesting plans and ideas for technology but, it does lose in the basic points of checklist.

    Technology is evolving but, with this evolving technology, you must keep in mind that the requirements of consumers are fulfilled. The evolution of technology is in the hands of companies like Google but, the question is, whether the future is products like Google Glass or others?

    FAQs

    What does Google Glass do?

    Google Glass was a wearable computer that could function as a hands-free smartphone, letting users access the mobile internet browser, camera, maps, calendar, and other apps by voice commands.

    When was Google Glass launched?

    Google Glass was launched for public retail on 15 May 2014. The early prototype version “Glass Explorers” was launched in the US in 2013.

    How much money did Google Glass lose?

    Google lost around $895 million on moonshot projects – Google Glass.

    Why did Google Glass fail?

    One of the biggest reason Why Google Glass failed is because it lacked the clarity on why the product exists. The designers did not clearly define or validate, what solutions Google Glass would give for its users, or how customers would use the glasses.

    What were the main reasons for Google Glass failure?

    The main reasons for Google Glass failure were the issues in the wearable device:

    • Concerns over Health and Safety
    • No clear Functioning
    • Battery Issues
    • Overprice
    • Language Issues
    • Heating Issues