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Sponsorship Objective
Sponsorship Objective
Sponsorship Objective
Sponsorship Objective
Sponsorship Objective
Sponsorship Objective
Sponsorship Objective
Sponsorship Objective
Sponsorship Objective
Sponsorship Objective
Sponsorship Objective
Sponsorship Objective
Sponsorship Objective
Sponsorship Objective
Sponsorship Objective
Sponsorship Objective
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Sponsorship Objective

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  • 1. 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)
  • 2. 1. 2. 3. Shape Communicate Heighten commitment consumer to a particular visibility attitudes lifestyle Ø  Sponsored property Ø IndividualizedØ Wide represents for communicationexposure of brandswith Ø Opportunitiesevents huge are divisible byØ Vast publicity advertisement age,income,opportunities budget geography and Ø Image driven gender
  • 3. 4. 6. 5. 7. Business to business Differentiate Entertain Merchandising marketing: product from clients opportunities incenting competitors the trade Ø SponsoringØ Compeon   offers Ø Marketers needfor  shelf  space   Ø  Sponsor for to have relevant opportunities forØ Sponsorship of hospitality promotions for categoryall types can be opportunities consumers at the exclusivityused to incent Ø  Networking point of purchase Ø Platform forwholesalers, (P-O-P) creatingretailers, dealers currency withand other customersintermediaries inthe distributionchannel
  • 4. 9. 8. 10. 11. Combat larger Achievement Showcase advertisement Drive of multiple product budgets of sales objectives attributes competitors Ø Promoon   sales   Ø  SponsorshipØ A1enon  to   Ø Technique offers theproduct  benefits   Ø  Cost   used such as possibility ofØ Demonstrate   effecveness   fund-raising achievingproduct  in  acon   effort around its several goals sponsorship, at once giving free admission or pass with the purchase of the products
  • 5. •  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.
  • 6. Most active business categories in sponsorship Category   sporng  goods     7%   10%   media   retailer  7%   banks/financial  services   telecommunicaon   9%   8%  
  • 7.   Connuity   Image   -­‐ability  to   Compability   extend   -­‐to  impose  our     brands  personality   Media     -­‐  Draw  broadcast  and  print  coverage   around  the  world       Ability  To  Incent   Retailers   -­‐  To  convince   retailers   Ability  To  Leverage     Audience   -­‐  Have  a  mul-­‐ Composion   brand  involvement.   -­‐  The  populaon  of   people  surrounds    
  • 8. Exclusivity   Product   -­‐  Category  of   Showcase   exclusivity     -­‐  Credibility  of   product.   Efficiency   offered     -­‐  Strategy  of   sponsorship  use.   Ability  To  Impact   Consumer  Sales   -­‐the  creavity  of   promoon.   Measurability   Ease  Of  -­‐  The  successful  of   Administraon   process.     -­‐  The  management  of   the  organizer.  
  • 9. 1)Enhancing  visibility  or  awareness    • Posive  publicity  helps  create  heightened  visibility  of   products  or  services.  • Seeking  wide  exposure.  • Using  print  and  media  electronic.  2)Enhancing  image  • Improved  perceived  targets  audience.  • Be  as  a  caring  organizaon.  • Looking  for  the  event  that  have  a  rub-­‐off  effect.  
  • 10. 3)Developing  distribuon  channels  • Ways  to  fasters  closer  es  with  distribuon.  • Involved  distributors  fully  in  promong  campaigns  by   presents  opportunity.  • Socialize  key  decision  makers  with  provides  opportunity.  4)Reaching  new  markets  segments  • Strategy  to  reach  new  subscribers/market  • A1enon  of  a  broad  audience  of  similar  interest.  
  • 11. 5) Differentiating From 6) Gaining Recognition inCompetitors   a Market  " To counteract other Ø Used sponsorship to gain competitors by sponsoring. recognition in the market" Goal – Increase visibility, dominated by larger companies target audiences often for certain brand. perceive sponsorship in a Ø While in the packaged goods positive way. market the primary brand is the   product, in services the entire company becomes the brand.  
  • 12. 7) Developing a bonding 8) Bypassing legal constraintsbetween consumers, distributorsand/or employees• Intention to boost the morale of v More of oblique use ofits employees. sponsorship.• Exclusively to impress clients v Others eg: polemical(e.g. Visa sponsorship of the products, clutter, zapping inRugby World Cup in 2003, was medias and the increase ofamong others things, used as a leisure time devoted to sportsplatform for an extensive (Meenaghan, 1999).employee reward andmotivation scheme worldwide).
  • 13. q         Mor e  readily  ‘measured’.  q         Easy  to  assess  the                    effecveness  of  an  on                  sit e  sales  promoon  or                    increase  in  store  traffic  
  • 14. 1)  S t r e t c h i n g   t h e   3)  I n c r e a s i n g   c o m m u n i c a 3 o n   m e r c h a n d i s i n g   budget.   ac3vity  v  Eg  :  Jom  Heboh   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   2)      Promo3ng  repeat   S o c   D r i n k ”   f o r   purchases   Marathon-­‐100Plus     v Objecves:   v     E.g.  arranged   i)  To   increase   sales,   for  free  admission   shares,  profits   privileges  by   ii)  T o   p r o j e c t   t h e   purchases  other   image  in  the  minds   products   of  consumers.    

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