1 Festival Fairs Annual Events 2 Associations Membership O

1. Festival, Fairs & Annual Events

2. Associations & Membership Organizations:

For each of the two categories listed above:

• Identify an example of a sponsorship (provide BOTH the sponsor and sponsee) within that category for your local or national market.

• Evaluate whether you believe the sponsorship is a good fit from a strategic point of view.

• Which of the five primary objectives do you believe to be the primary goal of the sponsorship?

• Based on your chosen objective, do you believe the sponsorship will be successful for the sponsor? Support your assertions with evidence.

Solution

- The example of sponsorship for festivals, fairs and annual events is: Sponsor - Procter & Gamble; Sponsee- International Olympics Committee.

The example of sponsorship for association and membership organisation is: Sponsor- Pfizer: Sponsee- American Lung Association

- Sponsorship is an essential tool for a strategic approach to marketing. The market today is dynamic and importance is given to integrated marketing communication strategies. But sponsorship and advertising has taken a vital role in the marketing strategies approach. Sponsorship offers various opportunities for dynamic marketing and competitive advantages. Sponsorship is used by companies to offer innovative and exiciting offers and minimise costs of the sponsee. Sponsorship helps the sponsors as they can easily reach to the markets without money or time waste. It increases the brand value of the product and helps in customer relations.

- The primary main objectives of sponsorship are:

- The main objective of companies sponsoring an event or organzation is that it gets to gain publicity from it. Events are held and displayed on worldwide basis. So the brands that are sponsored get a platform to be displayed in a huge way.

- It helps in a recognition on international level. The events held on global level hold a prestigious position. Getting associated with such events gives the companies, brands and products a recognition and credibility in the market.

- It helps in multiplying sales and increases market share. Sponsorship is an indirect way of advertising. It puts an impact on the customers mind and hence persues them to bring the product in utlity.

- It can also become a platform to launch a new product by a particular brand. As customers become familiar with the brands used in the sponsorship process, launching new products becomes easy for the companies.

- It helps in fighting the situation of large advertising costs and facing the competitors in an efficient manner.

- Sponsorship is a beneficial step for the sponsor as well as the sponsee. The sponsorship gives an opportunity to sponsors to launch and advertise their product. Brand awareness and loyality is maintained. marketing strategies and be framed easily. It becomes cost efficient for the comapnies to deal with the marketing of the product in comaprison to competitors. For example The company Coca Cola launches a new drink which is sugar free and healthy. As Coca Cola is already a brand sponsor to an event, it can easily make the customers aware of the new product and make them rely on it without much excercise towards advertising.