CBBE Model of NBA India

Join the saffron league Tall Dark and Handsome

Presented by: Maulee Desai Utsav Thakkar Ashal Vyas Kevin Kovadia

INTRODUCTION
Mens professional basketball league in North America

Founded in 1946 in USA

Inaugural season : 1946-47 Number of teams: 30

Official website: www.nba.com

BASKETBALL IN INDIA
Basketball started in 1930

First Indian National Championship : New Delhi, 1934

Formation of BFI: 1950 Number of championships at different levels

Master Prithvinath Memorial, Don Bosco Invitational Tournament, Ramu Memorial Tournament

IMG Reliance joint venture

In India, IMG has formed a joint venture with Reliance Industries, Indias largest company, to develop and own sports, fashion and entertainment properties. The 30 year deal sees IMG Reliance take control of the game launching a league, controlling merchandise, developing infrastructure and other commercial aspects in this new development.

NBA and Mahindra Group

The National Basketball Association (NBA) and the Mahindra Group, announced a partnership to launch a new multi-city community-based recreational basketball league. The new league for boys and girls ages 14 and up will tip off in Bangalore, Ludhiana and Mumbai, in collaboration with the Basketball Federation of India (BFI). At the moment the NBA are not involved with the joint venture, but IMG is willing to work with the NBA who already run recreational leagues in India with another leading Indian business, the Mahindra Group.

CBBE MODEL- NBA INDIA

BRAND SALIENCE- NBA INDIA

Category Identification Needs satisfied

Sports Industry Professional Basketball League

BRAND PERFORMANCE- NBA INDIA

Primary Characteristics Secondary Features Reliability Service effectiveness Empathy Style and Design Price

Premier mens basketball league in world Mahindra NBA Challenge in India Working on grass root levels to promote game 100 basketball courts in five years Connecting Indian basketball with mainstream Promoting India as sporting nation Professional opportunity to Indian Players

BRAND IMAGERY- NBA INDIA

User Profile Purchase & user situation Personality & Values History, Heritage & experience

Sale of NBA Merchandise in India Tie-up with Adidas 200 NBA shops Visits of NBA stars : Nearly 15 NBA stars have visited India Arena Tickets Sports Enthusiastic Basketball Enthusiastic Best paid athletes , by average annual salary per year

BRAND JUDGEMENTS- NBA INDIA

Quality Credibility Considerations Superiority

Spread over the world 85% of players are non USA players Professional level basketball International standard arenas Thrilling matches One of the largest basketball association

BRAND FEELINGS- NBA INDIA

Excitement Social Approval Warmth Fun

Fun Exciting Competitive

BRAND RESONANCE- NBA INDIA

Loyalty Attachment Community Engagement

Club Loyalty Club Merchandise Following successful players on facebook, twitter