The “Big” Ticket Calling – DLF IPL

Two weeks ago I read an article on Marketing Myopia and deals with how a company narrowly defines its industry and fails to see a potential threat to its business which could eventually be the death knell. For example, Airtel is the big competition for music industry since they are minting more money on Hello Tunes than the turnover of large music albums, telepresence has given  airlines a run for their money, alarm clocks have been largely replaced by the “alarm” function on our mobiles and so on…about how the force that really destroys a business category doesn’t generally come from the “observable” competition space anymore.  Emphasizing that, more than ever now, companies & marketing managers need to keep their peripheral vision “on” all the time.

An interesting observation was made about IPL being the “new” competition to the media industry and how the IPL schedules are affecting the movie launch dates and the business of the multiplexes. Since the past one week, DLF IPL has launched an “open panga” with its mainstream advertising. What is more, unlike what one might expect they are not just going after the media industry, their ads very subtly target anything “entertainment” ranging from travel industry to media. They are proudly proclaiming that all other forms of entertainment are “passe” or “inferior at best” and “sabse bada” ticket is DLF IPL.

So, what do you think, is DLF IPL the “biggest ticket” of all times? Or are there better times to come? For one, they have their net cast wide and the up side only limited by their imagination.

PS: I wasn’t able to find a reference to this article as I had read it in yahoo groups thread – it is titled “Inspired By Levitt’s Marketing Myopia”. If any of you find it do contact me so I can add it to the post. Thanks!

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1 Response to “The “Big” Ticket Calling – DLF IPL”


  1. 1 ashish March 1, 2010 at 5:17 pm

    you got me hooked. this is awesome


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