Post on 13-Jul-2015
SRB551- SPORT SPONSORSHIP
PREPARED BY: NURSYAFIQAH BT SALAMAT (2011570387) NORHASRIANI BT MUHD NOR (2011556703)
NUR AQILA BT ROSLAN (2011175543) NUR SHAFIKAH BT SHAARI (2011175409)
MUHAMMAD AZRUL NIZAM B. ZAINAL ABIDIN (2011309519)
1.
Heighten visibility
2.
Shape consumer attitudes
3.
Communicate commitment
to a particular lifestyle
Ø Wide exposure of events�Ø Vast publicity opportunities ��
Ø Sponsored property represents for brandswith huge advertisement budget �
Ø Image driven �
Ø Individualized communication �Ø Opportunities are divisible by age,income, �geography and gender�
4.
Business to business
marketing: incenting the trade
6.
Entertain clients
5.
Differentiate product from competitors
7.
Merchandising opportunities
Ø Compe''on for shelf space Ø Sponsorship of all types can be used to incent wholesalers, retailers, dealers and other intermediaries in the distribution channel
Ø Sponsor for hospitality opportunities
Ø Networking
Ø Sponsoring offers opportunities for category exclusivity Ø Platform for creating currency with customers �
Ø Marketers need to have relevant promotions for consumers at the point of purchase (P-O-P)
10.
Drive sales
9.
Combat larger advertisement
budgets of competitors
8.
Showcase product
attributes
11.
Achievement of multiple objectives
Ø A1en'on to product benefits Ø Demonstrate product in ac'on
Ø Cost effec'veness
Ø Promo'on sales Ø Technique used such as fund-raising effort around its sponsorship, giving free admission or pass with the purchase of the products
Ø Sponsorship offers the possibility of achieving several goals at once
• Originally, sponsorship domain of beer and tobacco company but nowadays, the biggest users include packaged goods, retail and financial services. �
• If a company have an activation and over servicing, it will produce sponsorship and advertising. �
Most active business categories
in sponsorship
10%
9% 8%
7%
7%
Category
spor'ng goods
media
retailer
banks/financial services
telecommunica'on
Ability To Leverage -‐ Have a mul'-‐
brand involvement.
Media
-‐ Draw broadcast and print coverage around the world
Image
Compa'bility -‐to impose our
brand's personality
Ability To Incent
Retailers -‐ To convince retailers
Audience Composi'on
-‐ The popula'on of people surrounds
Con'nuity -‐ability to extend
Ability To Impact Consumer Sales -‐the crea'vity of
promo'on.
Product Showcase
-‐ Credibility of product. Efficiency
-‐ Strategy of sponsorship use.
Measurability -‐ The successful of
process.
Exclusivity -‐ Category of exclusivity offered
Ease Of Administra'on
-‐ The management of the organizer.
• Posi've publicity helps create heightened visibility of products or services.
• Seeking wide exposure. • Using print and media electronic.
1)Enhancing visibility or awareness
• Improved perceived targets audience. • Be as a caring organiza'on. • Looking for the event that have a rub-‐off effect.
2)Enhancing image
• Ways to fasters closer 'es with distribu'on. • Involved distributors fully in promo'ng campaigns by presents opportunity.
• Socialize key decision makers with provides opportunity.
3)Developing distribu'on channels
• Strategy to reach new subscribers/market • A1en'on of a broad audience of similar interest.
4)Reaching new markets segments
5) Differentiating From Competitors
6) Gaining Recognition in a Market
" To counteract other competitors by sponsoring.
" Goal – Increase visibility, target audiences often perceive sponsorship in a positive way.
Ø Used sponsorship to gain recognition in the market dominated by larger companies for certain brand. Ø While in the packaged goods market the primary brand is the product, in services the entire company becomes the brand.
7) Developing a bonding between consumers, distributors and/or employees
8) Bypassing legal constraints
• Intention to boost the morale of its employees. • Exclusively to impress clients (e.g. Visa sponsorship of the Rugby World Cup in 2003, was among others things, used as a platform for an extensive employee reward and motivation scheme worldwide).
v More of oblique use of sponsorship. v Others eg: polemical products, clutter, zapping in medias and the increase of leisure time devoted to sports (Meenaghan, 1999).
q More readily ‘measured’.
q Easy to assess the effec'veness of an on
site sales promo'on or
increase in store traffic
1) S t re t ch ing the communica3on budget.
v Eg : Jom Heboh
2) Promo3ng repeat
purchases v E.g. arranged for free admission privileges by purchases other products
3) I n c r e a s i n g m e r c h a n d i s i n g ac3vity
v E . g . s i g n i n g a n a g r e e m e n t t o become the “Official S o c D r i n k ” f o r Marathon-‐100Plus
v Objec'ves: i) To increase sales,
shares, profits ii) To pro ject the
image in the minds of consumers.