LOYALTY ANALYSIS

TRANSLATING THE FRANCHISEE PATRONAGE INTO BROWNIE POINTS FOR YOUR BRANDS

Plausible Marketing Question

What is the loyalty by the city towards its home team, and how can I take advantage of this?

Data Interpretation

• The increase in loyalty proportion is found to be highest for CSK, followed by KKR and MI, respectively.
• Teams like CSK & MI have a very strong national appeal as their contribution to loyalty from the home center is 24% & 34%. Hence it proves that 76% and 66% loyalty of these two teams comes from outside their home cities.
• In contrast, the loyalty of teams like KKR, SRH, RCB & DC is seen to be coming mostly from their home cities. The loyalty contribution of these teams from their home cities stand at 45%, 43%, 48% & 40% respectively. It can be safely concluded that these teams have a lower national appeal than teams like CSK & MI.