Sponsoring as a source of content marketing - Brand Alliances by Tango

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Tango Brand Alliance is a sponsorship and brand alliance agency that is part of the Xperience Group. It was started in 1998 and now has over 40 years of combined sponsorship experience across more than 150 employees in 6 cities. The document discusses how sponsorship, CSR, endorsement, licensing, entertainment and content are becoming tangled together into brand alliances that can help companies reach consumers and engage them. It provides several examples of companies that have effectively used various combinations of these strategies through initiatives like sponsoring themes, celebrity endorsements, CSR movements, co-created content and entertainment, and licensed products.

Marketing

The document appears to be a portfolio listing motivational speaking engagements conducted by Pocholo Gonzales over several years. It summarizes that he has motivated and inspired thousands of students through talks on topics like guerrilla marketing, personal branding, voice acting, entrepreneurship, and technology. The portfolio lists the events, locations, dates, and number of students motivated for over a dozen speaking engagements between 2001-2017.

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How can a company build and manage its product mix and product lines

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A company can build and manage its product mix and lines by developing a core platform and modules to meet customer needs at lower costs. The product line manager considers factors like sales, profits, positioning against competitors, and growth potential when deciding whether to drop, stretch, fill, or modernize a product line. Companies typically develop product lines rather than single products and introduce price steps through approaches like optional feature pricing, by-product pricing, and product mix pricing to maximize total profits.

Brand Alliances New Model of Networking

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Output(3)

Eng Mahamed

This document discusses various concepts related to products and product management. It begins by defining what a product is and its key components. It then covers the different levels of a product from the core benefit to potential augmentations. It also discusses how consumer and industrial goods are classified and the product hierarchy and system. The document concludes by explaining the concept of the product life cycle and different patterns it may take, as well as strategies for the introduction stage.

4.how can companies combine their product to create strong co brands

Vaishnavi Ketharnathan

Co-branding involves combining products from different companies in various ways, including same company co-branding of related products, joint venture co-branding of new products developed through partnerships, and retail co-branding of products sold together in stores. While co-branding can provide advantages like expanded market reach and new opportunities, it also carries risks of customer confusion over the brands if not implemented properly. A special type of co-branding is ingredient branding where a company promotes the brand equity of components within other branded products.

5.how can companies use packaging, labelling, warranties,and gurantiees as ma...

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This document summarizes key aspects of packaging, including defining it as the 5th P of marketing, describing its objectives such as identifying brands and facilitating transportation. It also discusses how packaging can be used as a marketing tool to promote consumer affluence, company image, and innovation. Specific packaging elements like labeling, warranties, and guarantees are introduced with brief explanations of their purpose.

Packaging has three levels: primary, secondary, and shipping. The functions of packaging are protection from damage and contamination, convenience for customers and retailers, and cost effectiveness. Factors contributing to more marketing-focused packaging include self-service shopping, consumer affluence, company/brand image, and opportunities for innovation with new materials and features. Developing effective packaging requires decisions that achieve objectives like identifying the brand, providing information, facilitating transport and storage, and aiding consumption.

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This document discusses packaging, labeling, product warranties, and product life cycles. It provides details on the different levels of packaging, reasons for packaging, and what makes a good package. It also describes express and implied warranties, and the four stages of a product's life cycle: introduction, growth, maturity, and decline. Key points covered are the characteristics of each product life cycle stage in terms of sales, prices, competition, and marketing strategies.

Chapter 12 – Setting Product Strategy

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The document contains a set of 10 learning questions about product strategy concepts from a chapter. It provides definitions and examples for key terms like: - Core benefit is what the customer is really buying - Services require more quality control than durable or nondurable goods - Design provides competitive advantages like differentiation - Customer training is a type of service differentiation - Same-company co-branding is when two products are under one company

How can companies combine products to create co brands or ingredients brands?

Sameer Mathur

This document discusses different types of co-branding strategies companies can use. Co-branding involves combining two or more established brands into a joint product. It can open opportunities for new customers and channels while reducing costs and speeding adoption. The document outlines several co-branding strategies such as same company co-branding, joint venture co-branding, retail co-branding, and ingredient branding, which creates brand equity for components within other branded products. Examples of each strategy are provided.

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The document discusses consumer perception and how marketers aim to influence consumer perception through appealing to the senses. It covers the key aspects of the perception process, including sensation, attention, interpretation and organization of stimuli. Marketers use techniques like sensory marketing, imagery, color associations and symbolism to shape how consumers perceive brands. Positioning strategies aim to influence a consumer's overall perception of a brand within the marketplace.

Planning product strategy

Dominic Mackenzie

This document discusses product line stretching and brand extension strategies. It provides examples of each strategy's success and failure. Product line stretching involves adding new products within an existing product range that have additional or different features. Converse is given as an example of success, gradually adding new styles over decades to target broader audiences while maintaining the brand. Croc's failure is analyzed, with mistakes including over-saturating the market, undermining exclusivity, and trying to target all consumers. Brand extension involves using an established brand name in a new product category. Ralph Lauren extended its Polo brand successfully to home goods. In contrast, BIC's extension to women's pantyhose caused confusion as the products lacked

Product bundling

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Strategic Alliance

Mohamed Mohamed

The document defines strategic alliances as cooperative agreements between two or more companies to share resources and achieve common business objectives while maintaining autonomy. Strategic alliances allow companies to access new markets and technologies, reduce risks, and gain competitive advantages. The document discusses the different types of strategic alliances including joint ventures, equity alliances, and non-equity alliances. It also covers the process of forming a strategic alliance and potential advantages and disadvantages.

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This document discusses various branding strategies and the concept of brand myopia. It defines different types of branding strategies such as individual name branding, blanket family name branding, umbrella branding, separate family name branding, corporate name combined branding, co-branding, and multiple branding. It then explains each strategy in 1-2 sentences. The document concludes by defining brand myopia as overdependence on brands without considering long-term perspectives or customer needs, which can lead companies to rely on the same branding strategies without innovation.

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Packaging plays an important role in marketing by influencing purchase decisions. Research shows that new packaging can significantly increase sales by conveying brand messages effectively and offering convenience. For example, introducing combo meals increased orders at fast food restaurants by bundling items together conveniently. A brewery saw a 25% rise in ale sales after switching to a distinctive bottle design and updating labels. Heinz also aimed to improve convenience with a new ketchup packet that can both dip and squeeze out product easily. Effective packaging promotes products and influences consumers' choices.

Strategic alliance

Criss Ramirez

Strategic alliances involve voluntary arrangements between two or more parties to pool resources and achieve common objectives while remaining independent. They involve sharing products, services, and processes. Forming a strategic alliance involves strategy development, partner assessment, contract negotiation, and operating the alliance. Alliances can be equity-based or non-equity based. Global strategic alliances involve partnerships across national boundaries. Successful alliances include Starbucks partnerships with bookstores and airlines, Apple with Clearwell, and HP with Disney for virtual attractions.

Co-branding

Balaji K

Co-branding involves associating two or more brands together on a single product or service. There are several types of co-branding arrangements, including ingredient co-branding where one brand provides a component to another brand's product, promotional co-branding through endorsements, and value chain co-branding through partnerships along the product development process. Co-branding can benefit both brands by reducing costs, enhancing consumer loyalty, and reaching new audiences, but it also carries the risk of potential issues with one brand negatively impacting the other. Examples of successful co-branding partnerships include Adidas with Polar Electro, Apple with Nike, and MasterCard with Virgin.

Product Strategy with Indian Examples

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This document discusses various concepts related to products, including: 1) It defines what a product is and discusses 5 levels of products with examples. 2) It covers classification of consumer and industrial products and ways to differentiate products and services. 3) Other concepts covered include the product hierarchy, product systems and mixes, product line decisions involving line stretching and modernization, and approaches to product mix pricing. 4) Examples discussed include product mixes and lines for companies like AMUL and Suzuki.

Chapter 12 Setting Product Strategy By Kotler

NYC1113

This document discusses product strategy and defines key concepts related to products. It covers what constitutes a product, different levels and classifications of products, ways to differentiate products, and strategies for pricing product lines and mixes. Product packaging, labeling, warranties, and guarantees are also addressed. The key points are that a product satisfies customer needs; products can be classified based on tangibility, durability, and other attributes; and differentiation, pricing, and packaging/labeling strategies influence a product's market offering and attractiveness.

CH. 12 - SETTING PRODUCT STRATEGY

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This document discusses key concepts for setting product strategy. It covers product characteristics and classification, differentiation, relationships between products and brands, and packaging, labeling, warranties and guarantees. The levels of a product from core benefit to potential product are explained. Product durability and tangibility as well as service differentiation tactics are also summarized.

Product Mix of Cadbury

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This document provides an overview of Cadbury's product mix in India. It discusses Cadbury's history in India since 1948 and its portfolio of products, which includes chocolate, candy, biscuits, and beverages. The product mix includes brands like Dairy Milk, Celebrations, Oreo, and Bournvita. It also describes Cadbury's product width, length, and depth. Cadbury employs various strategies to manage its product mix, such as line stretching, line filling, and line modernization.

Some examples of strategic alliances

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Some examples of Strategic Alliances include: 1) Microsoft partnered with Nokia for Nokia's Windows Phones in R&D. GSK partnered with Dr. Reddy Labs to manufacture nearly 100 products mainly under GSK's brand name for emerging markets. 2) Chrysler partnered with Fiat to build compact and subcompact jeeps. Abbott partnered with Zydus Cadila to license 24 branded generics in 15 emerging markets. 3) Tommy Hilfiger acquired a stake in Murjani group's Arvind Murjani Brands for a possible market entry into India. Ford owns a 33.4% share in Mazda and Daimler Chysler acquired 34% of Mitsub

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Presentation of product mix depth,length,width and consistency

hassan ali

This document defines key terms related to a company's product mix, including product mix, product line, width, length, depth, and consistency. It explains that a company's product mix has four dimensions: width refers to the number of different product lines, length is the total number of items in each line, depth is the number of versions of each product, and consistency relates to how closely the lines are related. The document provides Unilever as an example, showing two of its product lines for food/drinks and personal care, and the different products that fall under each line to demonstrate the concepts of product mix width, length, and depth.

Product mix

Pranav Kumar Ojha

1. A company's product mix consists of its various product lines and has four dimensions: width, length, depth, and consistency. 2. Product-mix decisions involve analyzing product lines, reviewing a market profile against competitors, and methods to extend product lines such as line stretching, line filling, and line modernizing/featuring/pruning. 3. Product-mix management is important for companies like Hindustan Unilever to effectively offer the right portfolio of products.

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1. TANGO BRAND ALLIANCE, PART OF XPERIENCE GROUP From sponsorship to brand alliances Anders Lindén, CEO Tango BrandAllianceAB Helsinki 25/2 2015

2. TANGO BRAND ALLIANCE, PART OF XPERIENCE GROUP • Started 1998, 3 persons, >40 yearsof sponsorship experience • Independentagency, owned by the employees • Partner company to Xperience Group • Strategical consulting • Concept development • Sponsorship contracts –negotiations, laws, taxes • Sponsor Center – outsourcedsponsorship manager • Activation/vitalization of sponsorship contracts • Project/eventmanagement • Workshops,education Short background

3. TANGO BRAND ALLIANCE, PART OF XPERIENCE GROUP Xperience Group 150 persons – 6 cities (Stockholm,Gothenburg,Malmö,Copenhagen, Helsinki,Oslo) • Insight & Strategy • Design • Sponsoring • Event • Advertising • Retail • Film • Digital • Staffing

4. TANGO BRAND ALLIANCE, PART OF XPERIENCE GROUP Modern sponsoring…?

5. TANGO BRAND ALLIANCE, PART OF XPERIENCE GROUP “Yes, it has never been easier to reach consumers. Yes, it has never been harder to engage them.” Greg Jacobs, Head of Monetization @ Red Bull, IEG Chicago 2014

6. TANGO BRAND ALLIANCE, PART OF XPERIENCE GROUP The young new clients are thinking differently Tomorrow demands new types of communication 73% would be more excited about a new offering in financial services from GOOGLE, AMAZON, APPLE, PAYPAL or SQUAREthan fromtheir own nationwide bank… Source: www.millenialdisruptionindex.com

7. TANGO BRAND ALLIANCE, PART OF XPERIENCE GROUP What channels do you use to leverage your sponsorships? How companies use their sponsorships (US) Source: IEG Sponsorship Report, Jan 2014

8. TANGO BRAND ALLIANCE, PART OF XPERIENCE GROUP The new world of Brand Alliances

9. TANGO BRAND ALLIANCE, PART OF XPERIENCE GROUP The new world of Brand Alliances Your business challenge Sponsoring CSR Endorsement Licensing Entertainment Content

10. TANGO BRAND ALLIANCE, PART OF XPERIENCE GROUP Procter & Gamble – Thank you, Mom SPONSORING: A theme to use as a platform

11. TANGO BRAND ALLIANCE, PART OF XPERIENCE GROUP

12. TANGO BRAND ALLIANCE, PART OF XPERIENCE GROUP ENDORSEMENT: Stars as sales-drivers

13. TANGO BRAND ALLIANCE, PART OF XPERIENCE GROUP ENDORSEMENT: Starting a CSR-movement

14. TANGO BRAND ALLIANCE, PART OF XPERIENCE GROUP Bank of America – U2 and (RED) CSR: Making a difference through a movement

15. TANGO BRAND ALLIANCE, PART OF XPERIENCE GROUP CSR: Making a difference through a movement

16. TANGO BRAND ALLIANCE, PART OF XPERIENCE GROUP M J Bale and Australia’s National Team in cricket CONTENT: Creating a story worth listening to

17. TANGO BRAND ALLIANCE, PART OF XPERIENCE GROUP Call me / Watch your mouth CONTENT: Creating competitive advantage

18. TANGO BRAND ALLIANCE, PART OF XPERIENCE GROUP Call me / Watch your mouth CONTENT: Creating competitive advantage

19. TANGO BRAND ALLIANCE, PART OF XPERIENCE GROUP LICENSING: New alliances reach new target groups

20. TANGO BRAND ALLIANCE, PART OF XPERIENCE GROUP LICENSING: Part of the problem, part of the solution…

21. TANGO BRAND ALLIANCE, PART OF XPERIENCE GROUP Avicii releases two new songs – ”The days” and ”The nights” ENTERTAINMENT: Totally new co-operations emerge

22. TANGO BRAND ALLIANCE, PART OF XPERIENCE GROUP Where do we go from here?

23. TANGO BRAND ALLIANCE, PART OF XPERIENCE GROUP State Farm – NBA / Chris & Cliff Paul ENDORSEMENT+LICENSING: It’s all tangled together…

24. TANGO BRAND ALLIANCE, PART OF XPERIENCE GROUP State Farm – #neighborhoodsessions SPONSORING+CONTENT: It’s all tangled together...

25. TANGO BRAND ALLIANCE, PART OF XPERIENCE GROUP State Farm – #neighborhoodsessions ENTERTAINMENT+CSR: It’s all tangled together…

26. TANGO BRAND ALLIANCE, PART OF XPERIENCE GROUP Do use social media for ”moment marketing”

27. TANGO BRAND ALLIANCE, PART OF XPERIENCE GROUP Do use gamification/competitive rewards as live content

28. TANGO BRAND ALLIANCE, PART OF XPERIENCE GROUP Brand Alliances – true marketing tools of tomorrow! Your business challenge Sponsoring CSR Endorsement Licensing Entertainment Content

29. TANGO BRAND ALLIANCE, PART OF XPERIENCE GROUP Anders Lindén CEO/ContentCreator anders@tangobrandalliance.se +46 - 70 - 653 19 92 Kiitos!

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