fifa world cup 2014 marketing commuication

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integrated marketing communication mix followed during 2014 world cup at brazil

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    SEMINAR ON ADVERTISING AND SALESPROMOTION

    MARKETING COMMUNICATION

    CASE OF FIFA WORLD CUP2014 AND FIFA PARTENRS

    PRESENTED BY,

    JINCE GOMEZ

    SEM 4, MBA

    DCMS

    UNIVERSITY OF CALICUT

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    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 organisations

    stakeholders (Fill, C., 2002)

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    Marketing communications are the means bywhich firms attempt to inform, persuade andremind consumersdirectly or indirectly

    about the products and brands they sell.

    Marketing communications represent the

    voice of the company and its brands and aremeans by which it can establish a dialogueand build relationships with consumers.

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    COMMUNICATION MIX

    The marketing communications mix consists of eight major modes ofcommunication:

    AdvertisingAny paid form of nonpersonal presentation andpromotion of ideas, goods or services by an identified sponsor.

    Sales promotion

    A variety of short term incentives to encouragetrial or purchase of a product or service.

    Events and experienceCompany sponsored activities andprograms designed to create daily or special brand related

    interactions.

    Public relations and publicityA variety of programs designed topromote or protect a companys image or its individual products.

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    Direct marketingUse of mail, telephone, fax, e-mail or Internet tocommunicate directly with or solicit response or dialogue fromspecific customers and prospects.

    Interactive marketingOnline activities and programs designed to

    engage customers or prospects and directly or indirectly raiseawareness, improve image or elicit sales of products and services.

    Word-of-mouth marketingPeople to people oral, written orelectronic communication that relate to the merits or experiences

    of purchasing or using products or services.

    Personal sellingFace to face interaction with one or moreprospective purchasers for the purpose of making presentations,asking questions and procuring orders.

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    FIFA WORLD CUP 2014BRAZIL

    ABOUT FIFA :

    The Fdration Internationale de FootballAssociation (FIFA /fif/; English:

    International Federation of AssociationFootball) is the international governing bodyof association football, futsal and beachsoccer. FIFA is responsible for the organisationof football's major international tournaments,notably the World Cup.

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    WORLD CUP

    The FIFA World Cup, often simply called theWorld Cup, is an international associationfootball competition contested by the seniormen's national teams of the members of

    Fdration Internationale de Football Association(FIFA), the sport's global governing body. Thechampionship has been awarded every four yearssince the inaugural tournament in 1930, except in

    1942 and 1946 when it was not held because ofthe Second World War. The current championsare Germany, who won the 2014 tournament inBrazil.

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    WORLD CUP 2014BRAZIL

    The 2014 FIFA World Cupwas the 20th FIFA World Cup,the tournament for the association football worldchampionship, which took place at several venuesacross Brazil.

    It began on 12 June, with a group stage, and concludedon 13 July with the final.It was the second time thatBrazil has hosted the competition, the first being in1950. Brazil was elected unchallenged as host nation in2007 after the international football federation, FIFA,

    decreed that the tournament would be staged in SouthAmerica for the first time since 1978 in Argentina, andthe fifth time overall.

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    Winners : Germany

    Runners : Argentina

    Third : Holland Fourth : Brazil

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    COMMUNICATION MIX

    The presentation discusses the

    communication mix of FIFA WORLD CUP 2014

    and main sponsors.

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    The below given communication mix are

    identified and discussed :

    Advertising

    Promotion

    Publicity

    Public relations

    Internet

    Sponsorships

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    Advertising

    Earned and owned media

    Sponsors will take world cup to people

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    Publicity

    FIFA FAN FEST

    This was covered hugely in the media

    MEDIA COVERAGE

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    Promotion

    Logo : "Inspiration"

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    Mascot :

    Fuleco ; armadillo

    Publicity throughfantastico

    internet : online voting for

    name

    Football + ecology = fuleco

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    Promotional tour of the world cup across

    various countries.

    Fuleco travelled around the world

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    Slogan : ALL IN ONE RHYTHM.

    Posture : An entire country at footballs

    service Brazil and football: one sharedidentity

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    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.

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    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.

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    Public Relation

    Ticket fund

    Initiative to give access to the matches along with

    sponsors, mainly to the population at South Africa

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    Personal Selling

    Tickets

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    Internet

    http://www.fifa.com/

    https://www.facebook.com/fifaworldcup

    http://www.fifa.com/https://www.facebook.com/fifaworldcuphttps://www.facebook.com/fifaworldcuphttp://www.fifa.com/
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    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.

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    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 FIFAs 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 FIFAs 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.

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    THREE TIER SPONSORSHIP STRUCTURE

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    FIFA WORLD CUP2014 PARTNERS

    ADIDAS

    COCA COLA

    HUYNDAI EMIRATES

    SONY

    VISA

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    ADIDAS

    Advertisement :

    All in or nothing

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    Sponsors :

    JERSEYS

    Mexico

    Spain

    Germany

    Argentina

    Colombia

    Japan

    Russia Bosnia and Hierzegovina

    Nigeria

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    Foot ball

    Boots

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    COCA COLA

    ADVERTISEMENT

    THIS IS THE WORLDS CUP.EVERBODY IS INVITED.

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    INERNET

    Ahhhh.com

    SOCIAL RESPONSIBILITY (PUBLIC RELATION) : -

    Score big for a school near you.

    Soccer ball to schools .

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    HYUNDAI

    PIN MY FAN PARK

    Share your moments of joy.

    SOCIAL WORLD CUP WITH HYUNDAI

    Advertisement and virtual marketing on socialnetworks.

    Promote all new genesis and sonata.

    SPORTS MARKETING

    Provide vehicles for the eventRoad to brazil : interviews with football players

    Virtual road trip

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    EMIRATES

    Dont 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.

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    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 atwebsite.

    Public Viewing

    with JICA social programs at 17 cities at Cote dIvorie

    Public viewing of matches in Sony HD TV and HQ audio

    devices.friendly football match with multi ethnic teams andpromoting understanding between different ethnic groups.

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    PAINT stadium

    Promote PSVITAULTIMATE DIGITAL DEVICE

    SONY 4Kofficial 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 platformscore

    goals, challenge friends in fb

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    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. mostpopular was Van Persies goal against Spain.

    Working at the speed of culture : was room

    environment was created at Sao Paolo, NY and SF.24X7 testing contentmarket, reviewing and

    reevaluating.

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    Promotion : 6000 viewers visit pre matches,

    dressing rooms and see matches.

    Advertisement : United in rivalrydiversion from

    sports starsnoble laureates Visa everywhere travel reportreports of using

    visa debit, credit and prepaid cards across brazil

    (three fold increase)

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    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.

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    According to TAM data sourced from the channelfor week 16 to week 26 (13 April to 5 July 2014)Six has been placed number one for 11 weeksnow. Krishnan adds Itis a pointer for the future.In the next five years many international titles likeUEFA Euro 2016 and FIFA World Cup 2018 willhelp our channel immensely. The time zone for

    FIFA will be more favorable this time for ourtelecast to the Indian audiences as FIFA will beheld in Russia.

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    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.

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    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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