Event and sponsorship

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  • 1. MM Group PresentationEvents and SponsorshipPresented by:Himanshu TyagiSuket GuptaAnjali AgrawalRavi KhedarTarun VasnaniPrateek Chitranshi

2. What is an Event..?? Something that happens or is regarded as happening; an occurrence,especially one of some importance. It can not take place without any human efforts. Best place for marketeers. 3. Types of Events1) Social / lifecycle events2) Education and career events3) Sports events4) Entertainment events5) Political events6) Corporate events7) Religious events8) Fund raising/ cause related events 4. Career Events 5. Sponsorship 6. Sponsorship To sponsor something is to support an event, activity, person,or organization financially or through the provision of productsor services. A sponsor is the individual or group that providesthe support, similar to a benefactor. Sponsorship is a cash and/or in-kind fee paid to a property(typically in sports, arts, entertainment or causes) in return foraccess to the exploitable commercial potential associated withthat property, according to IEG. 7. WHY Sponsorship can deliver increased awareness, brand buildingand propensity to purchase, it is different from advertising.Unlike advertising, sponsorship can not communicate specificproduct attributes. Nor can it stand alone, as sponsorshiprequires support elements. 8. Types of sponsorship Financial 9. BENEFITS Raise brand awareness and create preference Create positive PR and raise awareness of the organisation as awhole Provide attractive content for a range of products and services Build brand positioning through associative imagery Support a sales promotion campaign Create internal emotional commitment to the brand Act as corporate hospitality that promotes good relations withclients. 10. Disadvantages of sponsorships Negative image association Lack of control Sponsorship clutter Ambush marketing 11. Case Study : OLYMPIC SPONSORSHIP vs. "AMBUSH" MARKETINGWHO GETS THE GOLD? 12. Case Study : OLYMPIC SPONSORSHIP vs. "AMBUSH" MARKETING WHOGETS THE GOLD?Objective: The main purpose of the study reported in thisarticle was to investigate the effectiveness of special-eventsponsorship in the presence of ambush marketing anddetermine if official sponsors are achieving consumerawareness of their sponsorship status. 13. In 1987, 3,700 companies spent over $1.75 billion just for sponsoring sports events,which represents a 500 percent increase from 1982. Companies as diverse as Wrangler Jeans and Marriott Corporation had full-timespecial- events managers to select, plan, and administer sponsored activities. Organizations are now becoming interested in obtaining and measuring the tangiblereturn for their special-event sponsorship. This is partially due to the dramaticincrease in cost for sponsoring major events (e.g., Coca- Cola spent more than $22million for the Olympic Games in 1988). 14. What Is "Sponsorship and "Ambush Marketing": ? Sponsorship is defined as: The provision of resources (e.g., money,people, equipment) by an organization directly to an event or activity inexchange for a direct association to the event or activity. "Ambush marketing" is defined as: A planned effort (campaign) by anorganization to associate themselves indirectly with an event in order togain at least some of the recognition and benefits that are associatedwith being an official sponsor. 15. Results: The large drawing power of the Olympics was evidenced by the factthat 82 percent of the sample watched some part of the Olympictelecast. Subjects were classified into 3 viewer groups based on thenumber of days they reported they watched the Games: 1 Light viewers (watched 1 to 4 days), 2 Moderate viewers (5 to 9 days), and 3 Heavy viewers (10 to 16 days). Of our respondents, 41.4 percent were light viewers; 27.2 percentwere moderate viewers; and 31.3 percent were heavy viewers. 16. Men watched significantly more of the Games than women,7.26 days versus 5.9 days, respectively . Almost 60 percent of viewers found the broadcast eitherinteresting or very interesting; however, over half (55 percent)felt that there were more commercial breaks during theOlympics as compared to regular TV programming. 17. The study showed that official sponsors were able to achievesignificantly higher levels of awareness than non-sponsors whoattempted an ambush strategy. 18. Sponsorship Linked MarketingJournal of Business & Industrial MarketingVolume 26, Issue 8Authors:David Nickell (University of West Georgia, Carrollton, Georgia, USA)T. Bettina Cornwell (University of Oregon, Eugene, Oregon, USA)Wesley J. Johnston (Georgia State University, Atlanta, Georgia, USA) 19. Purpose The purpose of this paper is to review the existing literatureon sponsorshiplinked marketing and to present a set ofresearch propositions.Design/methodology/approach The approach to the research propositions was to explorethe existing literature to discover areas where opportunitiesfor further research exist. 20. Balance theoryFritz Heider (1946)- Need for individuals to sustain stability in their attitudestowards an object, person, or idea- When a person compares two concepts that are linkedthrough sponsorship and one is viewed favourably andone is not, then there is a lack of balance in attitudes. 21. # Which of the relationship is greater decides the tilt of the eventattendee towards sponsorship. 22. Sponsorship Expectations Difficult to detect and measure effects of a sponsorship. There is a forming consensus that positive changes to buyerattitudes are the most desired outcome (Speed and Thompson,2000). Three desired factors (Pyun, 2006):1. Product information.2. Building image.3. Positioning. 23. Research Propositions The longer the relationship between the sponsor and thesponsored property, the stronger will be the effect onbuyer/Consumer. Sponsors with some midlevel brand attitudes should expect tosee the greatest immediate impact from sponsorship. A brand with little to no congruence with the sponsor will bejust as effective at building brand cognition as brands. The presence of ambush marketers will decrease the buyer'scognition of the sponsor's brand. 24. EVENT FOOTBALL WORLD CUP - 2010 25. PRE-EVENT ANALYSIS Bidding for the host nation- Egypt, Morocco, South Africa and a joint bid from Libya and Tunisia.South Africa won the bid with 9350 TUSD Sponsors- adidas, coca cola, emirates, hyundai, sony play station, visa, EA sports, etc. Preparations- stadiums- 10 (260 million usd)broadcasting- ESPN Star Sports, sky Italia, etc (2408 million)accommodation- The Fairway Hotel and others, (29 million) Marketing- FIFA fan fests, advertisements etc. (204 million) All major companies try to capture the buzz of WC and launch new products in the markets. Sonylaunched its new high end televisions etc. 26. Post event effects 27. TRP-14.8 million viewers have switched on to ESPN star sports towatch the games. Popularity of sport and players- 24% increase in the popularity offootball.Thomas Mueller was awarder golden boot, which increased histransfer valuation by 40 million euro. EA Sports- 16 million copies of the game FIFA 11 have been soldacross all platforms. Airtel rising star- program was launched to promote soccer talentin India. Tourism- around 3.8 million people visited south africa during theworld cup, which brought $3.03 billion to the tourism industry. 28. SPONSORSHIPNIKE SPONSORSHIP OF FIFA WORLD CUP 2006 :Pre-event strategies and Post-event effects 29. PRE-EVENT STRATEGIES NIKE always comes up with innovative and technically improved shoerange before World Cup. These shoes are endorsed by the most famous players.(Nike boots also delivered the most goals, with 55 of the 147 goalsscored coming off aboot bearing the Nike swoosh.) They have also been innovative in their marketing strategies 1998- Airport Ad 2002- Football.com served as Nikes first interactivemarketing website2006- Viral marketing via YouTube (Touch of gold video) Joga.com- Virtual interaction among fans 30. TEAMS SPONSORED 31. POST-EVENT EFFECTS 32. References http://www.conferenceboard.ca/conf/sponsorship/default.aspx http://www.straightmarketing.co.uk/2013/03/sponsorship-pros-cons/ David Nickell, T. Bettina Cornwell, Wesley J. Johnston, (2011)"Sponsorshiplinked marketing: a set of research propositions",Journal of Business & Industrial Marketing, Vol. 26 Iss: 8, pp.577 589 Sandler, D. M., & Shani, D. (1989). OLYMPIC SPONSORSHIP VS. 'AMBUSH' MARKETING: WHO GETS THE GOLD?. Journal OfAdvertising Research, 29(4), 9-14. Annual report of Fifa world cup. Wikipedia Case study of Nike football: world cup 2010, South Africa. http://Airtel.in http://blabla.co.za/ FIFA.com 33. Thank You