Analytical Study of Consumer Perception towards Brand: A Case if Sports Marketing by Namita Kapoor
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This document discusses sports marketing and analyzes consumer perception towards brands. It defines sports marketing as applying marketing principles to sports products and promoting non-sports products through sport associations. Common sports marketing strategies discussed are sponsoring sporting events and using sport celebrities for endorsements. A case study was conducted surveying 254 people interested in sports about their preferences and how marketing through sports influences purchase decisions. The study found that consumer behavior does vary with sports marketing and people find brands involved with sports events interesting. Sports marketing was found to be successful for consumers interested in sports and sponsored products were purchased more.
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Summary 1. Marketing is an organizational function and a set.docx
Summary
1. Marketing is an organizational function and a set of processes for
creating, communicating, and delivering value to customers and for
managing customer relationships in ways that benefit the organization
and its stakeholders. Marketing management is the art and science of
choosing target markets and getting, keeping, and growing customers
through creating, delivering, and communicating superior customer
value.
2. Marketers are skilled at managing demand: They seek to influence its
level, timing, and composition for goods, services, events, experiences,
persons, places, properties, organizations, information, and ideas. They
also operate in four different marketplaces: consumer, business, global,
and nonprofit.
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affect every aspect of the customer experience. To create a strong
marketing organization, marketers must think like executives in other
departments, and executives in other departments must think more like
marketers.
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societal forces that have resulted in many new consumer and company
capabilities. In particular, technology, globalization, and social
responsibility have created new opportunities and challenges and
significantly changed marketing management. Companies seek the
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approaches to achieve marketing excellence.
5. There are five competing concepts under which organizations can
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concept, the sell
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ing concept, the marketing concept, and the holistic marketing concept.
The first three are of limited use today.
6. The holistic marketing concept is based on the development, design,
and implementation of marketing programs, processes, and activities
that recognize their breadth and interdependencies. Holistic marketing
recognizes that everything matters in marketing and that a broad,
integrated perspective is often necessary. Four components of holistic
marketing are relationship marketing, integrated marketing, internal
marketing, and performance marketing.
7. The set of tasks necessary for successful marketing management
includes developing marketing strategies and plans, capturing
marketing insights, connecting with customers, building strong brands,
creating, delivering, and communicating value, and creating long-term
growth.
MyMarketingLab
Go to mymktlab.com to complete the problems marked with this
icon as well as for additional Auto-graded and Assisted-
graded writing questions.
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9/ ...
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Nike started in the 1960s as Blue Ribbon Sports by Phil Knight and Bill Bowerman to sell inexpensive, high-quality athletic shoes designed and manufactured in Japan. In the 1970s and 80s, Nike gained popularity through endorsements from athletes like Michael Jordan and innovations like the Air Jordan shoe and Nike's signature swoosh logo. Today, Nike is a global brand known for its performance athletic gear and lifestyle apparel, targeting both serious athletes and casual customers through strategic partnerships, technological innovations, and iconic advertising campaigns featuring star athletes.
Advertising Practices: The Case of Nike, Inc.
Nike, Inc. is a well-known company that produce branded sport shoes and quality sportswear that has been admired by everybody for their brand. Brand management of Nike, Inc. has play an important role to the company as they are successful in capturing brand minded of consumers in all levels. Although at first Nike, Inc. faced tremendous critics from public about their inconsistent attitude which constantly changing their plans as they wanted, suddenly they realized that they need to come out with something to encounter the perception of public by introducing ―Just Do It‖ campaign which give the spirit of doing something without hesitate. At the time being, Reebok, the biggest competitor of Nike, Inc. trying to compete with them in term of sales but Nike, Inc. has proved that their ―Just Do It‖ campaign has been successfully implemented. The ―Just Do It‖ campaign has become one of the advertising methods by the Nike, Inc. in order to promote their brands until now.
Presentation on nike
Nike was founded in 1962 and has grown to be a leading sports brand. Its mission is to be the world's leading sports company and vision is to inspire every athlete. Nike's strategy focuses on partnering with top athletes to influence mass fan followings. It aims to be the top brand for sports equipment and promote its wear as fashion. Nike has strong brand image but relies heavily on footwear sales and celebrity endorsements. It sees opportunities in new markets and products but faces threats from currency fluctuations and controversy. Nike partners with stars like Ronaldo, Woods, and Jordan and aims to promote equality in its advertising.
presentationonnike-170620212636.pdf
Nike was founded in 1962 and has grown to be a leading sports brand. Its mission is to be the world's leading sports company and vision is to inspire every athlete. Nike's strategy focuses on partnering with top athletes to influence mass fan followings. It aims to be the top brand for sports equipment and promote its wear as fashion. Nike has strong brand image but relies heavily on footwear sales and celebrity endorsements. It sees opportunities in new markets and products but faces threats from currency fluctuations and negative publicity.
Advertising in Sport - With Videos and Examples
PowerPoint that defines and explains advertising in sport. Provides examples, pros and cons, video links, techniques used, AIDA model, worked examples and activities
@Nike Presentation
Nike has a corporate culture defined by passion for sports and innovation. It aims to attract creative employees across all roles who are focused on serving athletes. The culture fosters collaboration and chemistry between diverse teams. Nike also prioritizes sustainability, with goals to reduce carbon emissions across its value chain through innovation, collaboration, and advocacy. Key leaders share the vision of using sports, design, and innovation to help people reach their full potential.
Similar to Analytical Study of Consumer Perception towards Brand: A Case if Sports Marketing by Namita Kapoor (20)
Nike final presentation integrated marketing communication
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- 1. SPORTS MARKETING GROUP-12 CONSUMER PERCEPTION TOWARDS A BRAND Rahul ChandnaShahid AfridiMukul Jaiswal
- 2. Attention is the main asset in marketing TOBA BETA
- 3. WHAT IS SPORTS MARKETING? The specific application of marketing principles and processes to sports products and to the marketing of non-sports products through association with sport SPORTSMARKETING
- 4. SPONSORING IN SPORTING EVENTS To promote brand during a sport event like IPL, FIFA, etc. SPORT CELEBRITY ENDORSEMENT Using sport celebrities to promote products like Virat Kohli endorsing PUMA
- 5. WHY SPORTS MARKETING? Large & Diverse viewership Selling a lifestyle Fans Vs. Customers Development of eco-system SPORTSMARKETING
- 6. PURPOSE OF CASE STUDY To Analyze the association between sports and sport's marketing for promotion of brand and its influence on buying decision of consumer SPORTSMARKETING
- 7. APPROACH Structured Questionnaire t-test (hypothesis testing) HYPOTHESIS "Consumer Behaviour does not vary with marketing through sports activity" SURVEY 254 people of Noida having intrest in sports
- 8. Cricket - 59.8% Football - 11% Tennis 6.30% PREFERRED SPORT Sachin - 57.09% Messi - 5.91% M.S. Dhoni - 3.54% PREFERRED SPORT PERSON FIFA - 20.87% IPL - 19.69% CWC - 12.20% PREFERRED SPORT EVENT
- 9. Hypothesis was falsified Most of the people found brands involved with sport's event quite Intresting Consumers are very intrested in sport marketing concept FINDINGS Sport Marketing is sucessful for the consumer intrested in sports Sponsored products were purchased more CONCLUSIONS
- 11. VIEWPOINT OF THE FAN (CONSUMER) Be it conciously or subconciously consumer do trust in the celebreties and game he follows. ROLE MODEL (RISK HANDLING) MOTIVES AT THE TIME A correlation of speed, winning, competitiveness is established by consumer with the sports brand SENSATION OF PERFORMANCE
- 12. Nike AMBUSH MARKETING MARKETING IN SPORTS featured everyday athlete series of locations from all over london very sneaky used London's in Ohio, Canada, Nigeria and Jamaica everyday athletes find greatness in pogo-ing, jogging, hand-standing and swimming. "Find your Greatness" campaign Ambush marketing or ambush advertising is a marketing strategy in which an advertiser "ambushes" an event to compete for exposure against other advertisers. 2012 Olympics Games
- 13. Red Bull EXPERIENTIAL MARKETING engages consumers using branded experiences. Sometimes referred to as “live marketing” or “event marketing experience,” easier and faster to direct consumer's focus and promotes brand loyalty for customers "To transcend human limits" Red Bull brought in Austrian skydiver and BASE jumper to perform the most extreme skydive ever attempted Once there, the Austrian jumped, allowing himself to fallback to earth, before his parachute opened, carrying him back to earth safely Approx 3.1 m tweets were sent relating to the event. It's safe to say Red Bull stratos achieved his goal, transcending the limits to those before them
- 14. The stereotype bias of consumer in sports are used to promote products. Example: Ind vs Pak (Mauka Mauka) BIAS The majority is particular type of consumer can be targetted with particular features of product. Example: Vivo, Oppo (Camera Selfie) HALO EFFECT