sponsorship objective

16
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)

Upload: cik-fiqa

Post on 13-Jul-2015

258 views

Category:

Education


0 download

TRANSCRIPT

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.