WORLD CUP 2014 BRAZIL COMMUNICATION MIX

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communication mix for world cup 2014 BRAZIL

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WORLD CUP 2014 BRAZIL COMMUNICATION MIX

  1. 1. SEMINAR ON ADVERTISING AND SALES PROMOTION MARKETING COMMUNICATION – CASE OF FIFA WORLD CUP 2014 AND FIFA PARTENRS PRESENTED BY, JINCE GOMEZ SEM 4, MBA DCMS UNIVERSITY OF CALICUT
  2. 2. INTRODUCTION • Marketing communication or promotion is one of the elements of the marketing mix and is responsible for putting the marketing offer to the target market. It is the planned and integrated communication activity that communicates with an organisation’s stakeholders (Fill, C., 2002)
  3. 3. • Marketing communications are the means by which firms attempt to inform, persuade and remind consumers – directly or indirectly about the products and brands they sell. • Marketing communications represent the voice of the company and its brands and are means by which it can establish a dialogue and build relationships with consumers.
  4. 4. COMMUNICATION MIX The marketing communications mix consists of eight major modes of communication: • Advertising – Any paid form of nonpersonal presentation and promotion of ideas, goods or services by an identified sponsor. • Sales promotion – A variety of short term incentives to encourage trial or purchase of a product or service. • Events and experience – Company sponsored activities and programs designed to create daily or special brand related interactions. • Public relations and publicity – A variety of programs designed to promote or protect a company’s image or its individual products.
  5. 5. • Direct marketing – Use of mail, telephone, fax, e-mail or Internet to communicate directly with or solicit response or dialogue from specific customers and prospects. • Interactive marketing – Online activities and programs designed to engage customers or prospects and directly or indirectly raise awareness, improve image or elicit sales of products and services. • Word-of-mouth marketing – People to people oral, written or electronic communication that relate to the merits or experiences of purchasing or using products or services. • Personal selling – Face to face interaction with one or more prospective purchasers for the purpose of making presentations, asking questions and procuring orders.
  6. 6. FIFA WORLD CUP 2014 – BRAZIL • ABOUT FIFA : • The Fédération Internationale de Football Association (FIFA / fi f /; English:ˈ ː ə International Federation of Association Football) is the international governing body of association football, futsal and beach soccer. FIFA is responsible for the organisation of football's major international tournaments, notably the World Cup.
  7. 7. WORLD CUP • The FIFA World Cup, often simply called the World Cup, is an international association football competition contested by the senior men's national teams of the members of Fédération Internationale de Football Association (FIFA), the sport's global governing body. The championship has been awarded every four years since the inaugural tournament in 1930, except in 1942 and 1946 when it was not held because of the Second World War. The current champions are Germany, who won the 2014 tournament in Brazil.
  8. 8. WORLD CUP 2014 – BRAZIL • The 2014 FIFA World Cup was the 20th FIFA World Cup, the tournament for the association football world championship, which took place at several venues across Brazil. • It began on 12 June, with a group stage, and concluded on 13 July with the final. It was the second time that Brazil has hosted the competition, the first being in 1950. Brazil was elected unchallenged as host nation in 2007 after the international football federation, FIFA, decreed that the tournament would be staged in South America for the first time since 1978 in Argentina, and the fifth time overall.
  9. 9. • Winners : Germany • Runners : Argentina • Third : Holland • Fourth : Brazil
  10. 10. COMMUNICATION MIX • The presentation discusses the communication mix of FIFA WORLD CUP 2014 and main sponsors.
  11. 11. • The below given communication mix are identified and discussed : – Advertising – Promotion – Publicity – Public relations – Internet – Sponsorships
  12. 12. Advertising • Earned and owned media • Sponsors will take world cup to people
  13. 13. Publicity – FIFA FAN FEST • This was covered hugely in the media – MEDIA COVERAGE
  14. 14. Promotion • Logo : "Inspiration"
  15. 15. • Mascot : – Fuleco ; armadillo – Publicity through fantastico – internet : online voting for name Football + ecology = fuleco
  16. 16. • Promotional tour of the world cup across various countries. • Fuleco travelled around the world
  17. 17. • Slogan : ALL IN ONE RHYTHM™. • Posture : “An entire country at football’s service – Brazil and football: one shared identity”
  18. 18. • Music : – In January 2014, FIFA and Sony Music announced that the official song for the tournament will be "We Are One (Ole Ola)" by Pitbull, Jennifer Lopez and Claudia Leitte. – A customized version of the song "Dare (La La La)" by Shakira, who provided the official song of the 2010 tournament, will be used as a secondary theme song.
  19. 19. – Sony also launched a global music contest – entitled 'SuperSong' – to select a song for the competition's official album, One Love, One Rhythm.The contest allowed any person to submit a song via a website, with the winning entrant to be professionally recorded by the singer Ricky Martin.In February 2014, American Elijah King was chosen with the song "Vida”. – In March 2014, FIFA also announced the addition of an official anthem, selecting the song "Dar um Jeito (We Will Find a Way)", recorded by Avicii, Carlos Santana, Wyclef Jean and Alexandre Pires.
  20. 20. Public Relation • Ticket fund – Initiative to give access to the matches along with sponsors, mainly to the population at South Africa
  21. 21. Personal Selling • Tickets
  22. 22. Internet • http://www.fifa.com/ • https://www.facebook.com/fifaworldcup
  23. 23. Sponsorships • After the 2006 FIFA World Cup FIFA unveiled its new commercial strategy, the main feature of which was a new, three-tier sponsorship structure. • The primary tier consists of the FIFA Partners, the second tier of FIFA World Cup Sponsors and the third tier of the National Supporters for each FIFA event. • The six FIFA Partners have the highest level of association with FIFA and all FIFA events as well as playing a wider role in supporting the development of football all around the world, from grassroots right up to the top level at the FIFA World Cup. This allows FIFA and its Partners to form true partnerships, adding great value to the engagement for both sides.
  24. 24. • FIFA World Cup Sponsors have rights to the FIFA Confederations Cup and the FIFA World Cup on a global basis. The main rights for a sponsor in this tier are brand association, the use of selected marketing assets and media exposure, as well as ticketing and hospitality offers for the events. • The National Supporter level is the final level of FIFA’s sponsorship structure, allowing companies with roots in the host country of each FIFA event to promote an association in the domestic market. • One major benefit of FIFA’s sponsorship strategy is the wide product category exclusivity which is afforded to all Commercial Affiliates, allowing each brand to distinguish themselves from competing brands in their product category.
  25. 25. THREE TIER SPONSORSHIP STRUCTURE
  26. 26. FIFA WORLD CUP2014 PARTNERS • ADIDAS • COCA COLA • HUYNDAI • EMIRATES • SONY • VISA
  27. 27. ADIDAS • Advertisement : – All in or nothing
  28. 28. • Sponsors : – JERSEYS – • Mexico • Spain • Germany • Argentina • Colombia • Japan • Russia • Bosnia and Hierzegovina • Nigeria
  29. 29. • Foot ball • Boots
  30. 30. COCA COLA • ADVERTISEMENT – THIS IS THE WORLD’S CUP. EVERBODY IS INVITED.
  31. 31. INERNET – Ahhhh.com SOCIAL RESPONSIBILITY (PUBLIC RELATION) : - Score big for a school near you. Soccer ball to schools .
  32. 32. HYUNDAI PIN MY FAN PARK Share your moments of joy. SOCIAL WORLD CUP WITH HYUNDAI Advertisement and virtual marketing on social networks. Promote all new genesis and sonata. SPORTS MARKETING Provide vehicles for the event Road to brazil : interviews with football players Virtual road trip
  33. 33. EMIRATES Don’t miss a moment even at a height of 42,000 feet. – Passengers could view the matches in the flight. Advertisement : connecting every fan of the game.
  34. 34. Sony Sponsors at the ‘digital life category’. One stadium : Photos of people at Sony website from 12 stadiums Photo celebration Photos taken at Tokyo Sony building (Ginza) posted at website. Public Viewing with JICA social programs at 17 cities at Cote d’Ivorie Public viewing of matches in Sony HD TV and HQ audio devices. friendly football match with multi ethnic teams and promoting understanding between different ethnic groups.
  35. 35. PAINT stadium Promote PSVITA – ULTIMATE DIGITAL DEVICE SONY 4K – official TV of world cup (BRAVIA) FAN AMBASSADORS PLAY MEMORIES ONLINE : photo book themes TV side view : quick remote control and TV guide app Xperia Lounge App : predictor platform – score goals, challenge friends in fb
  36. 36. VISA • Strategy : to add a lot more digital content – ‘samba of the world’ – make a video – Visa Teletransporter : the page viewer can transport themselves to event/matches etc. most popular was Van Persie’s goal against Spain. – Working at the speed of culture : was room environment was created at Sao Paolo, NY and SF. 24X7 testing content – market, reviewing and reevaluating.
  37. 37. – Promotion : 6000 viewers visit pre matches, dressing rooms and see matches. – Advertisement : United in rivalry – diversion from sports stars – noble laureates – Visa everywhere travel report – reports of using visa debit, credit and prepaid cards across brazil (three fold increase)
  38. 38. CONCLUSION • Most social event than last world cup and olympics • The reach for SONY SIX increased from past years • The best performing market for Sony Six so far Krishnan says, "No prizes for guessing. It has been West Bengal followed by Kerala, Mumbai, Chennai and Assam.“ • The viewers reached 43,968,000.
  39. 39. • According to TAM data sourced from the channel for week 16 to week 26 (13 April to 5 July 2014) Six has been placed number one for 11 weeks now. Krishnan adds “It is a pointer for the future. In the next five years many international titles like UEFA Euro 2016 and FIFA World Cup 2018 will help our channel immensely. The time zone for FIFA will be more favorable this time for our telecast to the Indian audiences as FIFA will be held in Russia.”
  40. 40. • Nike outweighed the partners Adidas, with ad campaigns : winner stays and risk everything. • It is most social world cup and there is social network involved. • The communication mix had owned and earned media than paid media. • There is a possibility of corporate over kill.
  41. 41. REFERENCES • http://www.fifa.com/ • https://www.facebook.com/fifaworldcup • http://en.wikipedia.org/wiki/World_cup_2014 • http://en.wikipedia.org/wiki/World_cup • Wright, S John, Advertising, TMG Hill, 1978.

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