Lokmat Aurangabad Premier League (APL) - WAN-IFRA

Lokmat Newspapers Private Limited
Local Project
“Lokmat Aurangabad Premier League (APL)
A Cricket Carnival”
2nd – 11th March 2010
www.lokmatcricket.com
Presented By
Paramjeet Singh Sandhu
General Manager
Lokmat Group of Newspapers
Lokmat Bhavan, Jalna Road, Aurangabad-431 210, Maharashtra, India
Mobile: +91 9922994344 | Tel: +91-240-2485301, Extn: 207 | Fax: +91-240-2484130
Email: [email protected] | www.lokmat.com |www.lokmat.net |www.ibnlokmat.tv
C ON TE NT S
Description
Page
1. Introduction: Company Profile..……………………………………………………………………………………………………..
1
2. Aim, Objectives & Methodology ……………..…………………………………………………………………………………….
2
3. Description of the Entry (Max. 2000-word) …………………………………………………………………………………...
3
4. Substantiation of Relationship Built with local market……………………………………………………………………
- Eight Franchises: [Please Refer Exhibit 1]
- Title Sponsors & Co-sponsors of APL: [Please Refer Exhibit 2]
- Players: [Please Refer Exhibit 3]
- Celebrities and Movie Stars: [Please Refer Exhibit 4]
- APL Organizing Committee & Technical Committee: [Please Refer Exhibit 5]
- APL as a platform for Local artists & performers: [Please Refer Exhibit 5]
- Cricket Fans: [Please Refer Exhibit 6]
3-5
5. Details concerning the media channel(s) used………………………………………………………………………………..
- Print Media: [Please Refer Attached Newspapers]
- TV News Channel & Local Cable Network: [Highlights available on www.lokmatcricket.com
homepage]
- FM Radio:
- Outdoor Advertising: [Please Refer Exhibit 7]
- Online: [www.lokmatcricket.com, Please Refer Exhibit 8]
- Mobile: [Please Refer Exhibit 9]
5
6. Worked together with advertisers to create local campaigns…………………………………………………………
- Satish Motors: [Please Refer Exhibit 10]
- Pagariya Auto: Bajaj Pulsar Bike for “Find of The Tournament” [Please Refer Exhibit 10]
6
7. Revenue Model……………………………………………………………………………………………………………………………..
7
8. Exhibits {1-10}
Page 1
Introduction: Company Profile
Last name: Sandhu
First name: Paramjeet Singh
Position: General Manager
Company Name: Lokmat Newspapers Private Limited
Street: Lokmat Bhavan, Jalna Road
City: Aurangabad
State: Maharashtra
Country: India
Telephone: +91-240-2485301
Fax: +91-240-2484130
WAN-IFRA Member: Yes
Lokmat Group Average Daily Circulation: 1,640,939
Postal Code: 431 210
Email: [email protected]
Lokmat Group Media Ownership: (Newspapers, TV News Channel, Lifestyle Magazine)
The Lokmat group is one of the leading media houses in India. It not only publishes newspapers in three language s English, Hindi and Marathi but has also diversified into TV news channel & magazines. Its flagship daily, “Lokmat” is the
second largest read daily in India with over 10 million readers and is the No.1 daily of the state of Maharashtra, India.
The group's circulation is over 1.6 million copies every day. Its core purpose is to create, collect and disseminate highquality news, information and entertainment content.
Details of media owned by Lokmat Group are given below.
Media
1. Newspapers
Lokmat publishes
newspapers in
3-languages.
Circulation as certified
by Audit Bureau of
Circulation (ABC).
www.lokmat.com
2. TV News Channel
IBN Lokmat
www.ibnlokmat.tv
3.Lifestyle Magazine
G2 - The Global
Gujarati
www.readg2.com
Description
Logos
Lokmat Group Circulation Figure: 1,640,939
Circulation Figure Breakdown:
Logo - Lokmat (Marathi)
1. Lokmat (Marathi): 1,505,330 {State of Maharashtra & Goa}
2. Lokmat Samachar (Hindi): 1,205,00 { State of Maharashtra}
3. Lokmat Times (English): 15,109 { State of Maharashtra} Source:
http://www.auditbureau.org/
IBN Lokmat
A joint venture between Lokmat Group & Network 18,
IBN Lokmat is a 24x7 News Channel in Marathi language.
It maintains consistent leadership position among Marathi news
channels.
G2 The Global Gujarati
It is the first international lifestyle & business magazine about the
Gujarati and Parsi communities. It combines exclusive coverage of
prominent & successful Gujaratis and Parsis all over the world. G2
has won an International award in the Best New Launch of a local
title category from the Asian Publishing Management for 2007. It
is a Bi-monthly publication and distributed in USA, UK, South
Africa and UAE.
Circulation: 60,000
Logo - Lokmat (Samachar)
Logo - Lokmat (English)
Logo – IBN Lokmat
Logo – G2 Magazine
Local Project Name: “Lokmat Aurangabad Premier League (APL) – A Cricket Carnival”
Page 2
Project Description: Lokmat Group’s annual T20 cricket tournament ( Business & Content Related)
Aim:
To showcase Lokmat Group’s annual T20 cricket tournament and how the group has successfully connected with the local
market to become the No.1 resource for news, information and business opportunities, by employing a range of media
channels i.e. print, online and mobile.
Objectives:
1. To exhibit relationship built with local market.
2. To highlight the use of media channel(s) used.
3. To show how Lokmat Group has worked together with advertisers in creating local campaigns.
4. Revenue model highlighting the profitability of the project.
Methodology:
This written presentation is to showcase a very local and successful initiative undertaken by the Lokmat Group of
Newspapers, “Lokmat Aurangabad Premier League”. The above mentioned objectives will be discussed in detail with
supporting “Exhibits” in subsequent paragraphs. Moreover, the published material has also been provided which will
substantiate our project and its success. Hyperlinks of information like video files & online content are also included for
verification purpose.
This project is a very good example of how a local cricket tournament can bring together people from various walks of life
and at the same time deliver value, quality content and profitability. The underpinning and the most important point of
promoting local cricketing talent through a project like Lokmat APL sets a benchmark for publishing houses that are
looking at new revenue streams. The revenue model highlighting the profitability of the project under consideration has
also been presented.
Page 3
Description of the Entry (Max. 2000-word):
The advent of the Twenty- Twenty Cricket (20 overs a side cricket match) has rewritten the rules of the game making it
more exciting and more popular amongst the masses. The first season of Lokmat Aurangabad Premier League (APL) cricket
tournament in 2008 had set an unprecedented trend amongst the local cricketing fraternity with nearly 60,000 people
attending the final cricket match. The format of this cricket
tournament is straightforward - there are eight franchises. These are
eight prominent businessmen & entrepreneurs of the region. Each
franchisee had to pick 15 players, all local players affiliated with the
district cricket association, local governing body of cricket. It was
mandatory for all teams to play at least one under-16 and two under19 players in the playing eleven. Each team was given 1200 points and
each player had to be bought for a minimum of 30 points. The players
“Lokmat Group has created a
unique platform for promoting
local, young & budding
cricketers. I would like to see
more & more players from our
region performing at
international level.”
Mr. R R Patil
Honorable Home Minister,
State of Maharashtra, India
were then paid according to the points they received. Lokmat Group has created an ideal platform for nurturing,
recognizing and rewarding local and young cricketing talent. The franchises strategically bid for the players at an auction
held at a five star hotel, keeping in mind their quality, endorsement value and glamour quotient and finally the team
composition. The event offers a unique branding opportunity to all stakeholders as it is promoted extensively across all
media. Financials & revenue model of this tournament is discussed in detail in subsequent paragraphs.
Substantiation of Relationship Built with local market:
The stakeholders of APL who made this event a success are as follows:
1. Eight Franchises: [Please Refer Exhibit 1]
All eight team owners were prominent businessmen of the region.
Employees of franchisee owned businesses were involved
throughout the tournament. A few franchises ran sales promotion
schemes to make the most of the event coverage that was
happening on a daily basis. While others used the event to build
“Lokmat Group’s APL
cricket tournament is an excellent
opportunity for brand promotion.
It’s a welcome break from
conventional advertisng & a new
way of reaching out to our target
audience.”
Mr. Ajeet Mulay
Managing Director / APL Franchisee
Green Gold Seeds
public relations by inviting corporate clients to watch matches from a dedicated VIP lounge. List of 8-franchises who
participated in this league given below:
Sr.No
1.
2.
3.
4.
5.
6.
7.
8.
Cricket Team Franchisee
Mr. Ajeet Mulay
Mr. Ashok Jain
Mr. Anant Narelkar
Mr. Milind Patil
Mr. Satish Lodha
Mr. Sameer Mehta
Mr. Santosh Muthian
Mr. Vishnu Bhagwat
Company Name
Green Gold Seeds
Jain Sunpower
Rajuri Steel
Sanya Motors
Satish Motors
R K Constro
Prozone Empire Mall
Navjeevan Life Care Pvt. Ltd.
Products/Services Offered
Seed Production Company
Solar Water Heating Systems
Steel Production
Passenger Car Dealer (Skoda Auto)
Commercial Vehicle Dealer (Tata Motors)
Real Estate Developer
Real Estate Developer
Corporate Agent of General Insurance
Page 4
2. Title Sponsors & Co-sponsors of APL: [Please Refer Exhibit 2]
Videocon, one of the most successful brands in the consumer durables segment in India, has been the title sponsor of
Lokmat APL for three successive seasons. Dhoot transmission &
Ajanta Pharmaceuticals were the co-sponsors. They all got extensive
pre-event, during the event & post-event coverage. Sponsors were
also given excl usive rights to promote their brands and products at
the venue. The “man of the series” prize that had caught the
attention of all players was the most popular car of the year, the Tata
Nano, sponsored by SRS group. Pagariya Auto, Bajaj pro-biking dealer
“As an industrialist and also as
an avid cricket fan, it was a
privilege to have Videocon as
the title sponsor of Lokmat APL
for the third successive time.
Lokmat is the No.1 daily of the
state & Videocon is the No.1
brand in consumer durables, so
the association is a mutually beneficial one.”
Mr. Rajkumar Dhoot
Managing Director, Videocon Group
was the venue partner who had also sponsored a Bajaj Pulsar bike for
the “find of the tournament”. Moreover, the sponsors were entertained in the VIP lounge and had the opportunity of
interacting with the chief guest. Again the Lokmat Group had created history by distributing the most number of prizes
in any tournament in the region.
3. Players: [Please Refer Exhibit 3 & 3A]
15 players in each team, taking the participating players tally to 120. Family members of these 120 cricketers were also
actively involved. Comments of family members of “man of the match” were published the next day & were also
broadcast live on local cable network & FM channel. Local cricketers get to perform at competitive level & receive
financial benefit in the form of match fees which was five times what they get in a regular tournament. Moreover, local
players got instant fame because of the publicity they received through different media. The most important part of this
tournament that all the participating players will cherish for the rest of their life is a coaching session with England’s
Ashley Michael Thorpe, currently head coach for Durham County. He was roped in as coach by R K Constro, one of the
APL franchisee.
4. Celebrities and Movie Stars at APL: [Please Refer Exhibit 4]
During the ten day long tournament various celebrities both from the world of Movies & Television alike graced the
cricketing venue for the launching their forthcoming movies & sitcoms . They would meet the players, go round the
stadium in an open top vehicle cheering the crowds and post match distribute prizes.
5. APL Organizing Committee & Technical Committee : [Please Refer Exhibit 5]
The APL organizing committee comprised of Lokmat employees & cricket enthusiasts, whereas the technical committee
comprised of cricket experts, ex-players & professionals who are associated with the game one way or another. The
technical committee handled all the issues within the playing field whereas the organizers took charge of off the field
events.
6. APL as a platform for Local artists & performers: [Please Refer Exhibit 5]
Lokmat APL was not only about promoting local cricketing talent but also local artists & performers. A competition was
run during the tournament where local rock band, dance troupe, singers and performers were invited to perform at the
cricket stadium and winners were announced after the finals.
Page 5
7. Cricket Fans: [Please Refer Exhibit 6]
1.5million cricket fans of the city, some witnessed the game at the stadium, some live on television and fans on the
move had FM channel giving live updates.
This tournament created a buzz in the region and had delivered value to each & every stakeholder. During this
tournament new relationships were built and the old ones were reinforced. The city and the region have never witnessed
a cricket tournament of this scale, especially an event that has people involved right from the word go.
Details concerning the media channel(s) used:
This cricket tournament is extensively promoted through our English, Hindi and Marathi dailies. We also promote APL
through Television, FM Radio, Online, Mobile messaging (SMS) and Outdoor advertising.
1. Print Media: [Please Refer Attached Newspapers]
One full broadsheet page coverage was given daily for a period of 14 days highlighting the pre, post and during the
tournament activities in Lokmat (Marathi Newspaper) , Lokmat Samachar (Hindi Newspaper) & Lokmat Times
(English Newspaper). A detailed team analysis with expert reviews is carried prior to the beginning of the tourney so
that the team could weigh their chances against one another.
2. TV News Channel & Local Cable Network: [Highlights available on www.lokmatcricket.com homepage]
Analysis and match results were daily showcased on IBN Lokmat (Marathi News Channel). Moreover, matches were live
on MCN-Hathway, the local cable network for a period of 10days. Commercials carrying messages of forthcoming
fixtures, products & services offered by the team owners were also run during intervals.
3. FM Radio:
Outdoor broadcasting (OB’s) of celebrity bytes during breaks & also of the man of the match. Match updates and
contest details were broadcast on a regular basis.
4. Outdoor Advertising: [Please Refer Exhibit 7]
Almost 80 hoardings were put across Aurangabad city promoting the tournament and 120 kiosks promoting individual
players from all teams.
5. Online: [www.lokmatcricket.com, Please Refer Exhibit 8]
APL was also promoted online through a dedicated portal www.lokmatcricket.com . Match analysis, photo gallery,
video streaming, statistics, schedule and team information was available on the website & updated daily.
6. Mobile: [Please Refer Exhibit 9]
We ran a contest “Predict APL Winner” whereby all the entries were in the form of mobile SMS & winner received an
attractive gift hamper.
Page 6
Worked together with advertisers to create local campaigns:
1. Satish Motors: [Please Refer Exhibit 10]
Satish Motors, one of the APL franchisee had announced a unique scheme for cricket buffs during the tournament.
As part of the scheme a road show was organized where Satish Motor’s new offering the Tata Ace pick up van was
promoted. Simultaneously, a quiz contest was run and the target audience received instant gifts i.e. a cricket bat and a
ball.
2. Pagariya Auto: Bajaj Pulsar Bike for “Find of The Tournament” [Please Refer Exhibit 10]
Pagariya Auto, venue partner who gifted a bike to the “find of the tournament” had displayed at least 10 bikes all round
the stadium. The dealership also ran a competition where potential buyers test ride a bike and through a lucky draw
stood a chance of winning a ticket for two to watch an APL match.
Lokmat Aurangabad Premier League (APL) 2010 – A Cricket Carnival [Revenue Model]
Eight Team Franchises
1. Mr. Ajeet Mulay (21,942USD)
Green Gold Seeds
(Seed Production Company)
2 .Mr. Ashok Jain (21,942USD)
Jain Sunpower
(Solar Water Heating Systems)
3. Mr. Anant Narelkar (21,942USD)
Rajuri Steel (Steel Production)
4. Mr. Milind Patil (21,942USD)
Sanya Motors
(Passenger Car Dealer, Skoda Auto)
5. Mr. Satish Lodha (21,942USD)
Satish Motors
(Commercial Vehicle Dealer, Tata Motors)
6. Mr. Sameer Mehta (21,942USD)
R K Constro (Real Estate Developer)
7. Mr. Santosh Muthian (21,942USD)
Prozone Empire Mall
(Real Estate Developer)
8. Mr. Vishnu Bhagwat (21,942USD)
Navjeevan Life Care Pvt. Ltd.
(Corporate Agent of General Insurance)
Revenue Generated=$175,536
Sponsors
1. Title Sponsor: (35,098USD)
Videocon Group of Companies
(Consumer Durables Mfg.)
Mr. Rajkumar Dhoot
Managing Director
2. Co-sponsors: (21,942USD)
Ajanta Pharmaceuticals
(Pharmaceutical Products)
Mr. Ravi Agarwal
Managing Director
Dhoot Transmission (21,942USD)
(Cables and Wiring Harnesses)
Mr. Rahul Dhoot
Managing Director
3. Venue Partner
(10,000USD & a motorcycle for
player of the tournament)
Pagariya Auto
(Pro Biking Dealer, Bajaj Auto)
Mr. Rahul Pagariya
Managing Director
Revenue Generated
=$88,982
Ticket sale: 10,000USD
Page 7
Prizes Distributed (25,868 USD):
1. Winning Team Prize: 5482 USD
(Note: This prize amount is 5 times the prize money offered at a
regular official tournament)
2. Runners up: 2193 USD
3. 31 man of the match awards: 1360 USD
4. Tata Nano Car worth 3,839 USD (sponsored) & 549 USD cash for
“Man of The Series”
5. Bajaj Pulsar bike worth 1316 USD (sponsored) for “Find of The
Tournament”
6. Best Batsman: 165 USD
7. Best bowler: 165 USD
8. Best fielder: 165 USD
9. Match fees for all 120 participating players: 15789 USD
Expenses excluding prizes for the execution of the tournament
= 61,464 USD
Total Expenses: 25,868+61,464 = 87,332
USD
Total Revenue: 175,536 + 88,982 + 10,000 = 274518 USD
Profit: 274,518 – 87,332= 187,186 USD
Exhibit 9 : The use of Mobile Messaging service was done extensively
for match updates & for “Preditc APL WInner” contest
Use of Mobile SMS
service for receiving
contest entries.
Number was 5676702
Traffic Analyser snaphot of the SMS
contest entries for one day.