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Graded Discussion Board

PRINCIPLES OF MARKETING (MGT 301)

 

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This is to inform that Graded Discussion Board (GDB) No. 02 will be opened on August 05, 2014. The due date for posting your discussion will be August 08, 2014.

 

Topic/Area for Discussion

 

 USING SPONSORSHIPS AS A MARKETING TOOL

 

This Graded Discussion Board will cover first 37 lessons.

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TOPIC:  Using Sponsorships as a Marketing Tool


LEARNING OBJECTIVE:

The primary objective is to generate a discussion on evaluating the value of sponsorships for companies and to highlight the importance of sponsorships in the field of marketing.

 

LEARNING OUTCOME:

Students will understand how sponsorships by different companies affect their corporate and marketing strategies in order to make them a market leader.


INSTRUCTIONS TO ATTEMPT GDB:

  • Do not copy information from the internet as it is not required.
  • Attempt the GDB by yourself and it will be entertained positively.
  • Answer should be relevant and do not copy/paste from any website otherwise it will be marked zero.
  • Case is opinion based so provide your best output with justifications.
  • GDB received after the due date will not be considered.


A VODAFONE CASE STUDY

Vodafone Group’ a British multinational telecommunications company, a second largest mobile telecommunication company in the world, having its headquarters in London. The company is operating in more than 21 countries and working as partners with over 40 other countries. The company provides Information Technology and telecommunication services in more than 65 countries.

 

Vodafone has always been a sponsoring company to many sports brands, which includes motor racing sport like; Ferrari Formula 1 and a very famous football club; Manchester United. The company has launched 'Vodafone live!' recently, which is entirely a new release in the world of mobile communication, having a latest camera phone through which the users will remain in touch with each other easily.

 

Vodafone’ invests millions of pounds in sponsoring several sports activities/ events, which plays a very important role in marketing and corporate strategies of the company, that are planned and designed to make the company’ a world's famous brands. Through sponsoring such sports events and association with famous players, Vodafone perceives a better sense of becoming an associated image, which excite the public.

 

POINT OF DISCUSSION:

In the light of the above paragraph, would it be appropriate for Vodafone to invest millions pounds in sponsoring these sports activities and could this sponsorship brought synergy for Vodafone?

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Replies to This Discussion

Sponsorship marketing is typically done for promotional purposes, to generate publicity, or to obtain access to a wider audience than your budget can afford. Although you may think of corporate sponsorship's as in-kind donations, that's not longer the case. It's a booming $11 billion dollar industry according to IEG's 2004 industry report.


Sponsorship marketing is done financially or through the provision of products or services to support an event, activity, person, or organization where two or more parties benefit from the arrangement. The key to building successful sponsorship programs is to match the correct products or services with the people who want to purchase them.

Benefits of Building a Sponsorship Marketing Program

Low cost way to create visibility and traffic for an organization.Increased marketing dollars to stretch limited budgets.Inexpensive way to increase sales.Increased loyalty through consistent brand building.Increased pr/media exposure.Exciting employees and incenting sales representatives.

How it Works

What attracts a sponsor is "eye balls". The more people or targeted impressions you can deliver to a sponsor, the more money or services you will be able to attract. It's that simple.

Any organization can start a marketing sponsorship program. Of course the success of it depends on: what your organization does, who your customers are, and how you structure the exposure for the sponsor.

Organizations Most Attractive to Sponsors

Still not sure if it's worth devoting time or money to building a sponsorship program? Then, check out the top five industries, according to IEG, that companies with sponsorship dollars are looking to spend them with:

Sporting events or venuesTravel or Entertainment OrganizationsEducational or Non-Profit organizationsArt Related OrganizationsWeb based businesses or organizations with highly visited websites

Getting Started-Seven Steps to Building a Sponsor Program

1. Define your product / service

Be as specific as possible about what your organization has to offer. While your organization's activities are the main product, other products or services can also be considered as offerings to sponsors including: sales materials, uniforms, preferential booking of facilities or discount rates.

2. Define the Target Market

A sponsorship marketing strategy will only by successful if it is aimed at the appropriate group of people. You can quickly identify your target market by looking at your current customers and considering common factors that they share.

- Demographics age, sex, marital status, occupation, ethnic groups, religion, education, etc

- Psychographics behavioral groups such as skiers, skateboarders, families

- Geographic location (local, regional, national)

3. Set Your Objectives

A clear, documented idea of what it is your organization is trying to achieve is needed.

Do you want to have your brochure costs covered by a sponsor, increase your advertising buys, or maybe have the cost of your next special event covered?

4. Develop a Marketing Strategy

When your objectives are clear, the next step is to develop a marketing strategy to help achieve those objectives.

If you want to have your next brochure costs covered you strategy may revolve around selling advertising in it. If, on the other hand, you want to cover the cost of your next special event, you need to use different strategies such as emphasizing how the sponsor will be represented at your organization, in promotional materials, and advertising. Remember, the more people you can deliver to a sponsor, the more valuable they will find your program. Use whatever means it takes to do that: newsletters, signs, radio or TV spots, press releases, website, etc.

5. Develop an Action Plan

Once you know what you want to do, it's time to actually do it! The key to a good action plan is to outline the activities to be achieved—assign people to get the tasks done and make sure to set a realistic deadline. Don't forget to set up a reporting process so you know what's done and what might need extra attention.

6. Build your Sponsor Packet

The Sponsor Packet is what you will use to communicate your sponsor program to prospects. In its most basic format, a Sponsor Packet would include:

a) Description of who you are and what you do

b) Description of the target market you can deliver to sponsors.  E.g. 25 – 35 year old family heads of households

c) Summary of your marketing objectives. E.g. To expand marketing exposure

d) Marketing strategies. E.g. Online and offline Sweepstakes

e). Action plan

E.g. Develop online and offline entry forms and promotional flyers to be distributed by sponsor. Promote will begin 4 weeks ahead of the giveaway through radio ads, press releases, and local search engine marketing.

7. Package it.

You'll be asking a lot from your sponsors so make sure your presentation represents you well. Be accurate and concise with your content. If possible try to have it professionally printed and include photographs to enhance presentation. The use of special paper and covers can also enhance the presentation.

Put It To Work

After you've completed your sponsor packet, it's time to put it to work.

1. Company's. Determine the company's best suited as a sponsor to your organization. Create a contact list that includes as much information as possible.

2. People. Find out who you should address the sponsorship proposal to (usually the Marketing Manager and include their proper title and position. Ensure you have the correct spelling.

3. Contact. Speak briefly with them on the phone to let them know you will be sending a proposal.

4. Timing. Present your sponsor packet proposal well in advance. Businesses budget for sponsorship annually. They can also take a while to approve sponsorship proposals, particularly if they have to be cleared by the General Manager or Board of Directors.

5. Follow up. Allow a week after you have sent a proposal before making a follow up call. The

sponsor may not be able to answer at that stage. However, it provides an opportunity for them to ask any questions. Offer to come into their office to speak to them if they so desire. Ask them when you could expect to receive an answer.

6. Reporting. Once a sponsorship has been negotiated and secured, ensure you keep in regular contact with your sponsor. A letter or phone call once a month letting them know about your organization and how the sponsorship is going is good practice. Send any material that may be of interest to them – newsletters, any promotional material or photographs involving promotion of the sponsor.

Some of the primary reasons for deciding to sponsor an event is 
• it relates to your industry
• it provides an opportunity to network with the leading companies in the industry
• it increases name recognition in the industry and allows you to show interest in the path that the industry will be taking in the future. 
• It will position you to supply services and/or products to the participants of the event and to the industry at large
• It establishes you as taking or maintaining leadership in the industry in the future
• altruism

Sponsorship is the fastest growing form of marketing in the U.S. It is still very much in its infancy, especially in the trade show arena. With this in mind, you can find unlimited opportunities to broaden your competitive advantage by increasing your credibility, image and prestige in sponsoring events attracting your target market.

Some trade show promotional opportunities include sponsorship of the press room, an international lounge, a speaker or VIP room, an awards reception, educational programs, banners, badge holders, audio visual equipment, display computers, tote bags, shuttle buses, napkins and drink cups.

So, why should your company be interested in sponsorship? When done well, it offers significant opportunities for distinct marketing and competitive advantages, as well as showing support of the event.

What is sponsorship?

Sponsorship is the financial or in-kind support of an activity, used primarily to reach specified business goals. According to IEG’s Complete Guide to Sponsorship, "Sponsorship should not be confused with advertising. Advertising is considered a quantitative medium, whereas sponsorship is considered a qualitative medium. It promotes a company in association with the sponsee."

A large number of events these days use sponsorship support to offer more exciting programs and to help defray rising costs. Sponsorship allows you to reach specifically targeted niche markets without any waste. In addition, it is a powerful complement to other marketing programs, in addition to having a dramatic influence on customer relations.

Sponsorship marketing is typically done for promotional purposes, to generate publicity, or to obtain access to a wider audience than your budget can afford. Although you may think of corporate sponsorship's as in-kind donations, that's not longer the case. It's a booming $11 billion dollar industry according to IEG's 2004 industry report.


Sponsorship marketing is done financially or through the provision of products or services to support an event, activity, person, or organization where two or more parties benefit from the arrangement. The key to building successful sponsorship programs is to match the correct products or services with the people who want to purchase them.
Benefits of Building a Sponsorship Marketing Program

Dear Students Don’t wait for solution post your problems here and discuss ... after discussion a perfect solution will come in a result. So, Start it now, replies here give your comments according to your knowledge and understandings....

Yes, definetly vodafone will have good benefits because 

Sponsorship is the fastest growing form of marketing .It is still very much in its infancy, especially in the trade show arena. With this in mind, you can find unlimited opportunities to broaden your competitive advantage by increasing your credibility, image and prestige in sponsoring events attracting your target market.

Sponsorship is the financial or in-kind support of an activity, used primarily to reach specified business goals. According to IEG’s Complete Guide to Sponsorship, "Sponsorship should not be confused with advertising. Advertising is considered a quantitative medium, whereas sponsorship is considered a qualitative medium. It promotes a company in association with the sponsee."

A large number of events these days use sponsorship support to offer more exciting programs and to help defray rising costs. Sponsorship allows you to reach specifically targeted niche markets without any waste. In addition, it is a powerful complement to other marketing programs, in addition to having a dramatic influence on customer relations.

Sponsorship offers the possibility of achieving several goals at once. According to Schmader and Jackson in their book, Special Events: Inside and Out, a company can benefit from sponsorship in many ways, such as:

  • Enhancing Image/Shaping Consumer Attitudes

Often companies are looking to improve how they are perceived by their target audience. Sponsoring events that appeal to their market are likely to shape buying attitudes and help generate a positive reaction. Coca Cola, for example is always looking to generate a positive influence of their products in the minds of their consumers and as such regularly support events they feel can influence consumer opinions.

  • Driving Sales

Sponsorship geared to driving sales can be an extremely potent promotional tool. This objective allows sponsors to showcase their product attributes. Food and beverage companies often use sponsorship to encourage samplings and sales.

IEG’s Complete Guide to Sponsorship cites Visa’s fund-raising effort around its sponsorship of the Olympic Games and the U.S. Olympic Team. They promoted their association by offering to make a donation to the team each time consumers charge a purchase to their card. American Express used a similar strategy by donating to needy causes with their "Charge Against Hunger" campaign. As a result, both companies experienced a significant rise in sales volume.

  • Creating positive publicity/heightening visibility

Every sponsor is seeking wide exposure in both electronic and print media. Positive publicity helps create heightened visibility of products/services. Various media covering the event may include sponsors names and/or photos. In addition, the kind of media coverage a sponsor may get is often unaffordable if the company were to think of purchasing it, and if it were available. To maximize this objective, it is important for the sponsoring company to have a comprehensive media campaign to augment the regular media coverage promoted by the organizers. Sponsorship can often generate media coverage that might otherwise not have been available.

  • Differentiating from competitors

The mere act of sponsoring an event, especially an exclusive sponsorship, is a significant way to create competitor differentiation. Your company name has the opportunity to stand out head and shoulders above the competition. This is particularly helpful if your company wants to combat a competitor with a larger ad budget. Sponsorship allows smaller companies to compete with their industry giants.

Target audiences often perceive sponsorship in a positive way. They see you as making a greater effort to support the event, often allowing more or better activities to take place as a result of your sponsorship.

  • Helping with good "Corporate Citizen" role

Another powerful sponsorship objective allows companies to be viewed as a "good neighbor." To be seen supporting the community and contributing to its economic development is extremely powerful and creates enormous goodwill.

  • Enhancing business, consumer and VIP relations

Sponsorship that offers hospitality opportunities is always very attractive to companies. Perks may include special exclusive networking settings such as VIP receptions or golf tournaments – opportunities to meet key customers and solidify business relationships. It is important to evaluate each opportunity and look for ways it could tie into your marketing objectives.

Anybody can identify with lessons of high performance and performance psychology and develop their capabilities if they are motivated to – regardless of whether they are fans or not. Lane4 specialise in taking these performance insights and applying them into work environments in order to deliver bottom line results.

One way this has been done recently is through taking BT’s customer service department on an Olympic journey. We developed a programme called ‘The Difference is You’ which addressed their ‘Right First Time’ customer service KPI.

They adopted Olympic goal setting and coaching techniques to work towards targets, as well as ‘belief wall’ and ‘balanced scorecard’ exercises which many Team GB athletes had used. In addition, Olympic athletes delivered talks about their performance techniques which employees were encouraged to relate to their own roles afterwards. After mapping the tools of athletes to those of employees, Right First Time scores rose from 80% to 89% following the programme and employees learnt transferable performance techniques.

Generating these internal benefits isn’t something that happens accidently. Similar to external activation, it takes a deliberate approach, creativity and a high degree of effort. The range of performance development opportunities sponsorship assets can provide is limited only by imagination and Synergy and Lane4 can currently target programmes to areas including leadership development, resilience, talent management, developing high performing teams, innovation, leading change and coaching.

By considering both internal and external targets while planning the sponsorship strategy and developing a programme for each can multiply the return on investment.

The next blog in the series will look more specifically at how lessons from Sport Psychology can be used to enhance the benefit organisations can get from the other side of sponsorship. We will explore recent examples of companies that have already begun to do this, looking at how they made it a success.

 yes it is appropriate as through these sponsoring events,million of people come to know about Vodafone,mass advertisement is done through these activities

 first of all awareness in created in the viewers of the matches of foot ball etc then a good image is created in their minds as Vodefone is beleiving in healthy activities for different nations

advertisement is the most important and first step in marketing the product so if no one knos ur products then no bady will buy ur producst so investment in million is the starting point for any business specially when it is opertaiong at international leve;s

What is sponsorship?

Sponsorship is the financial or in-kind support of an activity, used primarily to reach specified business goals. According to IEG’s Complete Guide to Sponsorship, "Sponsorship should not be confused with advertising. Advertising is considered a quantitative medium, whereas sponsorship is considered a qualitative medium. It promotes a company in association with the sponsee."

A large number of events these days use sponsorship support to offer more exciting programs and to help defray rising costs. Sponsorship allows you to reach specifically targeted niche markets without any waste. In addition, it is a powerful complement to other marketing programs, in addition to having a dramatic influence on customer relations.

sponsorship marketing is typically done for promotional purposes, to generate publicity, or to obtain access to a wider audience than your budget can afford. Although you may think of corporate sponsorship's as in-kind donations, that's not longer the case. It's a booming $11 billion dollar industry according to IEG's 2004 industry report.


Sponsorship marketing is done financially or through the provision of products or services to support an event, activity, person, or organization where two or more parties benefit from the arrangement. The key to building successful sponsorship programs is to match the correct products or services with the people who want to purchase them.
Benefits of Building a Sponsorship Marketing Program

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