BRANDING THROUGH

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CHAPTER NO.
SECTION 1
1
SECTION 2
2
2.1
2.2
2.3
2.4
2.5
2.6
2.7
2.8

TOPIC

PAGE NO.

INTRODUCTION

01

BRAND AND BRAND BUILDING

WHAT IS A BRAND?
BRAND ESSENCE AND ATTRIBUTES
BRAND BUILDING IDENTITY
BRAND EQUITY
MANAGING BRAND EQUITY
BRAND BUILDING TOOLS
BRAND ASSET MANAGEMENT
BRAND BUIDING A PART OF EVENT
MARKETING
BUILDING LONG TERM RELATIONSHIP
BUILDING A BRAND AND LOOSING YOUR
SHIRT

02
02
03
03
03
04
04
04
05

SECTION 3
3
3.1
3.2
3.3
3.4
3.5
3.6

EVENTS
AGE OF EVENTS
WHAT ARE EVENTS?
EVENTS DEFINED
HIERARCHY OF EVENTS
AN IDEAL EVENT ASSOCIATION PROCESS
WHY EVENTS?

07
07
07
07
09
09
11

4
4.1

EVENT MARKETING
5 Cs OF EVENTS

14
15

RELATIVE IMPORTANCE OF EVENTS AS A

MARKETING COMMUNICATION TOOL

16

WHY DOES A COMPANY NEED A

CONSISTENT IDENTITY?

18

EVENTS AND SPONSORSHIPS

20

WHERE DOES THE EVENT INDUSTRY

STAND TODAY?

26

EVENTS AND THE ECONOMY

27

2.9
2.10

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10

HOW COMPANIES CAN BUILD BRANDS?

28

11

SUNNY DAYS AHEAD FOR EVENT

MANAGEMENT

31

SECTION 4
12
12.1
12.2

OBJECTIVES BEHIND SPONSORING

COCA - COLA
SAMSUNG

34
34
35

13
13.1

CASE STUDY
THE COCA- COLA STORY

40
40

14
14.1

THE EVENT MANAGEMENT COMPANY

WIZCRAFT

46
46

15

BRAND EVENT ASSOCIATIONS

48

16

RECENT ARTICLES

50

17

SNAPHOTS: WHOS SPONSORING WHAT

AND WHERE?
CONCLUSION

54

18

56

PREFACE
What is the difference between a Coke or Pepsi and Dukes Lemonade? The difference is
that the formers are brands and the latter is just another product available in the same product
category. Today, in order to survive it is essential to offer the consumers something more than
just a product. The consumers may purchase a product once, but it would be the brand
experience that will make them buy the product time and again.
Hence, an effective brand building exercise has become the buzzword of the industry. To
this end, an effective brand building campaign can be absolutely invaluable. In todays world
what can be a better alternative than conducting an event, which can be the best way to build a
brand. It has been a sincere effort on my behalf to bring out this very point through my project.
The various approaches of carrying out an effective brand building exercise have been presented
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in the project. Tools such as brand ambassadors and use of Internet have been enumerated upon.
In order to garnish the project, various examples of successful brand building exercises have also
been quoted.

EXECUTIVE SUMMARY
The most important assets of any business are: its company name, symbols, slogans, and
their underlined associations, perceived quality, name awareness, customer based and proprietary
resources such as patents and trademarks. These assets are absolutely pertinent as far as brand
building exercises are concerned. It is clear that it is important for managers to identify with
confidence their brand associations, levels of consumer awareness and degree of consumer
loyalty.
As will be amply highlighted in the project, it is the brand that would make a company
stands out from the crowd. But a company has to ensure that once a brand space is build in the
minds of the consumer, it is managed and kept that way. The company has to build and maintain
the associations that the consumer makes with the brand. They can resort to tactics such as
celebrity endorsements, but it has to ensure that it is the product that comes first. False
expectations that are built, will only lead to disappointment and resentment and a loss of brand
loyalty. Hence, the companies have to ensure that brand lives upto its expectations.
As will be amply highlighted in the project, the companies have to take effective
measures to create awareness about the brand in the minds of the people. They have send across
messages that would allow the people to perceive the quality of the brand even before they
actually experience it. The project will also highlight the various strategies that can be adopted
by the companies while launching a brand. The project will also bring out the importance of
events in an effective brand building exercise. The use of live events, concerts, pageants, etc.
have also been discussed. The practical aspects have been highlighted through examples of brand
building exercises through events carried out by companies such as Coca-Cola, Samsung,
Toyota, Femina, etc.
In all, the project has tried to highlight that brand building is not just one time exercise.
The companies have to continuously build, rebuild and improve the brand perception created in
the minds of the consumers.
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CHAPTER 1: INTRODUCTION
Over the last few years, the number of entertainment and community events subsidized
by enthusiastic advertisers has increased. They apparently recognize this as a new media form
possessing the unique ability to breakthrough the clutter of thousands of commercial messages
that bombard customers daily. An event can enhance and link other elements of a promotional
mix advertising, public relations, sales promotion and direct marketing to create a singular;
high visibility experience for the consumer.
Traditional ways of marketing communication such as advertising and sales promotion
are losing their effectiveness day by day because of the exponentially increasing clutter in all
types of media. The result is reduced reach and impact. In the new millennium, events are
proving to be the best media for enhancing the effectiveness of advertising and sales promotions
since events take marketing phrase Customer is the King/Queen literally and endeavor to actually
treat the customers to experience hitherto reserved for the royalty.
The coming age of the events industry can be seen from the fact that a rough
conservative estimate involved in events is Rs.500 crores in the year 2000-2001. The growth rate
forecast for the same being 50 to 100% per annum. A cursory glance through a daily newspaper
revealed astounding statistics. Total number of events on that particular day: 136, number of
sports events: 12, number of entertainment related events: 56, number of general events: 44, and
so on. Taking a conservatively low value of Rs.1, 00,000 per event, we get a daily turnover of
Rs.13.6 crores!!! Now it would be easier for the size of the events industry.
Generally speaking sponsored events fall into five major categories: sports,
entertainments, fairs & festivals the arts &cause-related. Clearly, event marketing has rapidly
become a significant element within the marketing mix. Its strategic enable marketers to
communicate with consumers in a personal & relevant manner to fully experience their brands.
It also provides a framework for an integrated marketing plan that can support a number of
corporate, brand & trade objectives.

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CHAPTER 2 :BRAND AND BRAND BUILDING
Branding is a major issue in product strategy. Creating a brand loyal market is the main
aim of any marketer. At the same time, developing a branded product requires a great deal of
long-term investment, especially for advertising & promotion.
WHAT IS A BRAND?
Perhaps the most distinctive skill of professional marketers is their ability to create,
maintain, protect & enhance brands. Branding is the art & cornerstone of marketing. The
American Marketing Association {AMA} defines a brand as; a name, term, sign, symbol, or
design, or a combination of them, Intended to identify the goods or services of one seller or
group of sellers to differentiate them from those of competitors. Thus a brand identifies the
seller or maker. Brands differ from other assets such as patents, copyrights that have expiration
dates.
According to Kevin Keller what distinguishes a brand from its unbranded commodity
counterparts is the consumers perceptions & feelings about the products attributes & how they
perform. Ultimately, a brand resides in the minds of consumers.
Marketers must decide at which level(s) to anchor the brands identity. Scott Davis suggests
visualizing a brand pyramid in constructing the events of a brand. At the lowest level are the
brand attributes, at the next level are the brands benefits, and at the top are the brands beliefs &
values.
Example:
Thus marketers of dove soap can talk about its attribute of one- quarter cleansing cream;
or its benefit of softer skin; or its value, being more attractive. The attribute is the least desirable
level. First, the buyer more interested in benefits. Second, competitors can easily copy attributes.
Third, the current attributes may become less desirable.

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BRAND ESSENCE AND ATTRIBUTES
There must be some link or fit with the property's offering and the sponsor's offering
They should share similar attributes, such as high quality, well built, expensive, high prestige
Complementary Values must exist between sponsor's product(s) and property. An example is,
prestige, quality and expensiveness would be present in an event associated with Mercedes or
BMW. You would not expect to find both supporting an event associated with Kmart.
BRAND BUIDING IDENTITY
Building brand identity requires additional decisions on brands name, logo, colors,
tagline & symbol.
At the same time, a brand is much more than a name, logo, colors, and tagline of symbol.
These are marketing tools & tactics. A brand is essentially a marketers promise to deliver a
specific set of features, benefits & services consistently to the buyers. The marketer must
establish a mission for the brand & a vision of what the brand

must

be & do. The marketer

must think that he is offering a contract to customer regarding how the brand will perform. The
brand contract must honest.
BRAND EQUITY
Brands vary in the amount of power & value they have in the market place. At one
extreme there are brands that are not known by most buyers. Then there are brands for which
buyers have a fairly high degree of brand awareness. Beyond this are brands with a high degree
of brand acceptability. Then there are brands that enjoy or high degree of brand preference.
Finally, there are brands that command or high degree of brand loyalty.
High brand equity provides a number of competitive advantages.
i.

The company will have more trade leverage in bargaining with distributors & retailers because
customers expect them to carry the brand.

ii. The company can charge on higher price than its competitors because the brand has higher
perceived quality.
iii.

The company can more easily launch extensions because the brand name carries high
creditability.
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MANAGING BRAND EQUITY
A brand needs to be carefully managed so that its equity does not depreciate. This
requires maintaining or improving brand awareness, perceived quality & functionality, &
positive associations. These tasks require continuous research & development investment,
skillful advertising & excellent trade & consumer service.
BRAND BUIDING TOOLS
A common misconception is that brands are basically built by advertising. It is true that
TV stations & people watched the comedies, dramas, & ads with almost equal interest. Now,
viewers may be watching one of the dozens of TV stations & many are zapping or ignoring the
commercials. In fact many more are simply not watching TV. They are busy on their computers
or engaged in recreational activities.
Marketers are therefore turning to other tools for attracting attention to their brands.
Among the most important are:i.

Public relations & press releases: Brands can gain a lot of attention from well-placed
newspapers & magazine stories, etc.

ii.

Sponsorship: Brands are frequently promoted in sponsored events such as world famous
bicycle & car races.

iii.

Clubs & consumer communities: Brands can form the center of a customer community,
such as Harley-Davidson motorcycle owners or Bradford plate collectors.

iv.

Factory visits: Hersheys & Cadburys, two candy companies, have built theme parks at

their factories & they invite visitors to spend a day.

v.

Trade shows: trade show creates a great opportunity to built brand awareness, knowledge

& interest.
vi.

Event marketing: Many automobile companies make an event out of introducing their
new car models.
BRAND ASSET MANAGEMENT
Although print and broadcast advertising have played a large role in building strong
brands, other forces are now playing an increasing role. Customers come to know a brand
through a range of contacts & touch points: personal observation & use, word of mouth, meeting

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company personnel, telephone experience, seeing a web page, receiving invoices, live events &
so on. Any of these experiences can be positive or negative.
Companies must balance their communication expenditures among the main
communication media these include the following seven communications vehicles: advertising,
public relations, trade and sales promotion, consumer promotions, direct marketing, event
marketing & internal employee communications. Companies are increasingly moving their brand
building budgets to public relations, direct marketing, event marketing & employee training.
BRAND BUIDING A PART OF EVENT MARKETING
Event marketings popularity is a relatively recent phenomenon, which evolved to reach
an increasingly cynical consumer activity. Events overwhelmed by media clutter and
promotional activity. Events offered marketers close, personal contact with consumers. Like
traditional advertising and promotions, events can be selected to fit demographic requirements.
Events offer the opportunity to connect with consumers one-on-one.
Event marketing is an important part of any integrated communications plan because it
extends the impact of other elements (advertising promotion, etc.) in an environment where
consumers are more open and receptive. Event marketing involves canvassing for clients and
arranging feedback for the creative concepts during and after the concept initiation so as to arrive
at a customized package for the client, keeping the brand values and target audience in mind.
Marketing plays an important role in pricing and negotiation as well as identifying opportunities
to define and retain event properties by gathering marketing intelligence with regard to pricing,
timing, etc. In fact, ideally, event marketing involves simultaneous canvassing and studying the
brands prints; understanding what the brand stands for, its positing and values, identifying the
target audience and liaison with the creative conceptualizes to create an event for a perfect mesh
with the brands personality.
BUILDING LONG TERM RELATIONSHIPS
Value creation is paramount in building long term relationship. The sponsorship that was
created is a mutual exchange between you and the sponsor. Both are expected to benefit
simultaneously. To ensure this you need to manage the relationship. This calls for a plan strategy,
an action or implementation process and a feedback, check or evaluation process. Your sponsor
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should be in agreement with the procedures outlined in obtaining the objectives of the
sponsorship. The check or evaluation process calls for some form of measurement of results on a
time line basis. Here is one last tip. When you are making your objectives make sure they are not
arbitrary. Make sure they are specific, quantitative, realistic, measurable and attainable.
Marketing involves sales, costs of sales, and sales and marketing expenses, all of which affect
profitability and cash flow. Financial objectives are different from marketing objectives and are
in most cases easier to measure. Marketing objectives are mostly based on sales revenue and
market

share

and

awareness

level

depending

on

the

visibility

of

the

sponsor.

Sales are much easier to measure and track. Market share and awareness are more difficult
because it may require research to determine these accurately. As you develop objectives it is
much better to develop the measuring system within the objectives itself.
BUILDING A BRAND AND LOOSING YOUR SHIRT
Brand building has long been the rage in industrialized countries and now the buzz has
reached Asia. Gurus are preaching to Asian entrepreneurs that they should build their own brand
names rather than copy someone elses ideas.
Innovate rather than imitate seems to be the thing to do. Great examples are offered:
Sony, Nike, and Orange. All prime examples of profitable products made successful through
brand building. Through years of advertising these brands have become recognizable symbols to
nearly everyone on the planet.
In some product categories in South East Asia, spending on brand building is already
established. One example is the lucrative energy drink market in Thailand. In a bid for market
share several advertisers are spending heavily on traditional media such as TV and billboards.
This particular market has switched from being use oriented to being user-oriented, and linking a
well known spokesperson to the brand has been the preferred method. Presenters, mostly rock
stars, are promoting new brands or old brands that have been revamped. The question now is
whether producers with smaller budgets can try to promote innovative products to consumers
through brand building and not loose their shirts. There is hope for Asian entrepreneurs who
want to build a unique brand without taking huge financial risks.

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CHAPTER 3 :EVENTS
AGE OF EVENTS
Events arise out of an individuals pleasure instinct. The ever-increasing human need for
new mediums of entertainment captured the fancy of Indians. Thus the previously unorganized
sector of events made way for amore professional approach to event management.
Although

there is no concrete formulae for the eventual success of an event, it

can, however, be said with some amount of confidence that a structured and organized
outlook can work wonders for any new industry. By doing this, the chances of success of an
event are greatly increased.
WHAT ARE EVENTS?
An event in its universal and literal form would be any occasion when sometimes
happens or sometimes needs to be done to organize the same.
The Pushkar Mela has the distinction of being the biggest attended fair anywhere in
India, if not the entire world, making it the biggest event of its kind. As per the article in
Business Today of December 7 21, 1993, every year an estimate audience of 3 crore attends the
fair in Rajasthan. India has roughly 5000 such fairs and festival. These represent the biggest
organized events from ancient times. Originated on religious lines, this Mela- which literally
means fairhave always been a meeting ground for big and small traders, across Indian
subcontinent. Traditional games and entertainment have always been part of such events.
EVENT DEFINED
Marketing guru, Philip Kotler, defines events as occurrences designed to communicate
particular message to target audience. Sureh Pillai. Managing Director, Events Management,
considers events as an additional media whereby two-way (or active) communication is possible.
Deepak Gattani, Director, Unirapport Events, one of the Indias foremost events agencies define
event as something noteworthy which happens according to a set plan involving network of multi
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media package, thereby achieving the client objectives and justifying their needs for associating
with event.
A COMPREHENSIVE NEW DEFINITION
An event is a live multimedia package carried out with preconceived concepts,
customized or modified to achieve the clients objectives of reaching out and suitably influencing
the sharply defined, specially gathered target audience by providing a complete sensual
experience and an avenue for two-way interaction. The following figure is the graphical
representation of the above definition. It is evident from the model that an event is a package so
organized as to provide, reach and live interaction between the target audience and the client to
achieve the desired impact. The population of the target audience that the event is exposed to is
called the reach for the event. The live interaction process facilitates communication between
the clients and the audience. This process strengthens the possibilities of mutually beneficial
transactions occurring in tune with the desired objectives for the event. Events have therefore
also been termed as experiential marketing.

Events

Reach

Right
communication
from the Client

Live Interaction

With

Live
Audience

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Creates

Desired
Impact

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HIERARCHY OF EVENTS
The hierarchy of effects normally follows a gradual pattern:

What makes it complicated, however, are the other competing communication:

Therefore it is important to keep a healthy share of voice for the event-specific
communication to achieve the desired objectives. The need increases if there are multiple
sponsors of the event, or if there is any chance of an ambush marketer breaking-in.
AN IDEAL EVENT-ASSOCIATION PROCESS:

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Objectives: This would include clarity on the marketing objective, target audience for the
specific communication, and a measurable communication-objective. An increase in off-take is
normally the end result of any element of a marketing communication-mix.
However, the short-term measurable objectives may vary.
a] Brand awareness
b] Creating excitement around the brand
c] Association with the cause of the event to find acceptance within the TG
d] Trial of the brand

Rest of the decisions would follow from the current objective of the brand:
Consumer insights: A truly great event idea is one that moves far beyond the questions about
what people want and starts looking at what they care about. If an event with good brandproposition/target-audience fit is not available, it may necessitate creation of a new event with
elements controlled by the consumer insight.
Value-creation: The event led to an association of the brand with some of the most respected
names in Indian and world cricket. It involved cricketers like Dennis Lillee, Nari Contractor,
Karsan Ghavri, Balwinder Singh, and Ajit Wadekar. More importantly, this association was to
promote the game and not only to convey the commercial message of the brand.

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Some of the key factors to be looked at while associating with an event:

Sustainability: Sponsorships take time and sustained support to build high recall for the
association. Fortunately, sponsorship decay-rate is also normally quite low and therefore a good
association takes a lot of time to erode from popular memory. An event should be associated with
on a long-term perspective and not as a one-off fling.
Ghost awareness: The stronger the brand, higher is the chance of its being recalled as associated
with a certain event. However, fairly unknown brands can also build good quality awareness, if
the association is right, provided they sustain the sponsorship for a long enough time.
WHY EVENTS
Events help in brand building by:
Creating awareness about the launch of new brands/products A random survey of
marketing and other management magazines including newspapers would reveal the
enormous number of brand/product launches that happen every month. For example, a
compilation of new products launched in just a month can vary between 6 to 21, the number
being higher in the summer months. Similarly, innumerable new music albums, films, etc. get
released periodically. Hence, there tends to be a clutter of product launches too and these may
not necessarily be confusion among the same product category. The enormous number of
launches also leads to the need to overcome the "oh-yet-another-product" syndrome. The need to
therefore catch the attention of the target audience, at the time of launch, becomes all the more
important. An especially interesting example that can be cited here is that of the launch of an
audio cassette label by the name of Wings. The launch event was organized with select celebrities
gracing the occasion on board a hired aircraft, literally taking the brand name by its meaning!
Such events seldom fail to catch the attention of the target audience.

Presentation of brand description to highlight the added features of product/ service

Sometimes technological changes or policy changes pave the way for manufacturers or service
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providers to augment their products/brands. To convey this via traditional modes of
communication to the existing and potential customer base may sometimes be futile or
ineffective. Special service camps or exhibitions are the perfect events that provide the
opportunity for a two-way interaction and error-free communication. IMTEX, the Industrial
Machine Tools Exhibition, is an event used by most machine tool manufacturers to explain
and highlight the new and improved features of their products. The rapid pace with which
computer specifications change and that too with drastic effects on their prices, it becomes
imperative that dealers and retailers take part in exhibitions to educate the customers on the
changes that have taken place and how they will benefit more.

Image building Over and above the brand identity that a company encourages,

events such as the Great Escape conceived by Mahindra & Mahindra, exclusively
for the owners of their four wheel drive vehicle, the Armada, are an attempt to build a
specific image of not only the corporate, but also the product. In its seventh edition
and being hosted for the second year in succession by Goa, the offbeat drive event
organized by Sports craft and cosponsored by Tidewater Oil Company attracted over
250 participants and 85 vehicles for the grueling 90 km drive. To let owners
experience the thrill of four-wheel driving, M&M charts out an offbeat route that
emphasizes the difference between normal and four-wheel driving and lets the
participants experience the high, one feels when steering and navigating an Armada.
The trip also creates a bond between the company, the customer and the product as
well as amongst the participants themselves. One of the event savvy companies,
Mahindra is very much into sports, in that it has its own active soccer team and also
sponsors the World Squash Championship to establish a world-class image worldwide.

Relationship building
Events help in relationship building by:
Giving relationship management a proactive feel Sony and Aiwa have offered free service
camps for their music systems and other products. Similarly, free service camps for Maruti and
Daewoo car owners have also been held. Events such as these help in not only building up a
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rapport with the customers, but also help in reducing the cognitive dissonance, which is very
common in purchase of such type of products.

Creating a forum for bringing together key corporate influencers, decision makers and
businessmen The main objective of the 12 city IBM Solutions Forum 98 organized by Tata IBM
Ltd. And spread over a few months was to bring to the doorsteps of key people in the industry
the wide range of IBM Technologies and cost effective solutions available for all sizes of
business.

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CHAPTER 4 :EVENT MARKETING

Event marketing involves canvassing for clients and arranging feedback for the creative
concepts during and after the concept initiation so as to arrive at a customized package for the
client, keeping the brand values and target audience in mind. Marketing plays an important role
in pricing and negotiation as well as identifying opportunities to define and retain event
properties by gathering marketing intelligence with regard to pricing, timing, etc.
In fact, ideally, event marketing involves simultaneous canvassing and studying the
brand prints; understanding what the brand stands for, its positioning and values, identifying the
target audience and liaison with the creative conceptualizes to create an event for a perfect mesh
with the brands personality.
5 CS OF EVENTS
The activities required marketing and managing events require certain steps to be
followed that can be called the five Cs of events. The first is Conceptualisation of the creative
idea/ambience followed by Costing i.e. calculation of cost of production and margins on the
event. Canvassing, for clients/sponsors, customers/ audience and networking is the next step.
Depending on the customers needs and marketing objectives, Customization of the concept is
required. Finally, the most important part event management is the execution of the event as
planned. This activity is termed as Carrying- out the event.

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Initial Concept
Canvassing

Costing

Conceptualization

Final concept

Carry out

Event

5 Cs OF EVENTS

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Customization

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CHAPTER 5 :RELATIVE IMORTANCE OF EVENTS AS A MARKETING
COMMUNICATION TOOL
The matrix shown in the figure positions events and other modes of marketing
communication in a two-dimensional matrix. The horizontal axis represents the life cycle stage
and the vertical axis represents the relative position of the tools.
Relative position and life cycle stages can be judged on the basis of the characteristics of
the industry. The demand and popularity of the various media help determine the life cycle stage
of the media as well as their relative positions vis--vis other media. The graphical representation
clearly indicates the growing importance of events.
Dominant
Strong
Favorable
Tentative
Weak
Introduction

Growth

Mature

Decline

LIFE CYCLE STAGE

EVENTS
TRADITIONAL MODES OF COMMUNICATION

Problems associated with the traditional media

The problems associated with traditional media that has been used for satisfying
marketing needs discussed in the previous section are listed below:
Too many advertisements have lead to a cluttering on TV, print and other media. This has
given rise to a need for avenues which provide exclusivity to the sponsor while not sacrificing
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the benefits of reach and impact.
The increasing number of TV channels and the greater no. of programes have led to
fragmentation of the viewer ship. Hence, the need for narrow-casting of campaigns to the
sharply defined target audience.

Advantages offered by events

As is clear from the preceding section use of events as a marketing communication tool
not only takes care of the problems associated with traditional media but also offer certain
advantages because of which events are gaining importance over them. Some of these
advantages are detailed below:

Events have the ability to bring together sharply defined participants since the capacity for a
particular event is usually limited. A specific number of the target audience could be invited or
enticed to buy tickets for a show specially created for a particular profile of the target audience.
Since the audience is actively targeted, the option of controlled reach can be exercised and
ideal audiences for narrow- casting of information can be gathered. This leads to lowering of the
media networking budgets and focused communication with the specially gathered audience.
The audience that has been specially invited invariably is an ideal audience.
An event carried out professionally and cleanly is invariably a memorable experience. The
word of mouth publicity that this generates is an advantage that lingers on a long time after the
event has actually been carried out. This provides an advantage of a higher brand recall to the
client.

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CHAPTER 6 :WHY DOES A COMPANY NEED A CONSISTENT IDENTITY?

Imagine you belong to a monthly networking group and there is one business owner who
shows up looking different every time you meet.
One month she has windtossed hair, a flamboyant red dress, and stilettoheeled shoes. A
month later, she is back in a conservative navy pants suit, lowheeled oxfords, and sleek brown
hair. And so it goes. Everyone keeps mistaking her for someone else. You can not get a fix on
who she is, what she represents, or whether working with her would be beneficial.
In fact, she is a successful real estate agent and exactly the person you need to find the
office you want. But you keep ignoring her because she appears unreliable.
The point? Consider the implications:
Critical financial judgments are based on packaging, looks and image, regardless of skills or
expertise.
Public perception influences the course of business.
An inconsistent identity kills the customer relationship.
That lookatme red dress is accepted style for an outgoing salesperson. You don't need
to look drab to be taken seriously. It is the constant change that works against trust.
Connect with customers
Customers evaluate your business in similar encounters. How you dress your firm
expresses the core of the company. Your company's dress is the brand message. If your message
is clothed in rebellious red one day and conventional blue the next, your brand is confusing.
Consumers today are skeptical and knowledgeable. They are not likely to trust products or
services that change if, in fact, they even remember you. Your message must have staying
power. And that comes from a brand strategy.
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Build trust with a brand strategy

Your brand consists of the promise you make to customers and customer perceptions of
how well you fulfill that promise. Too often, companies equate their name or tagline with the
brand identity. But, "Just Do It!" resonates with consumers not because it is cool or authoritative.
Nike must deliver products and services that make that catch phrase work. When consumers can
depend on that experience consistently the tagline evokes emotional buy-in.
Identify your firm's personality
Don't reach for that logo design just yet. There is some brand-building homework to do
first. Before you invest a pound in marketing, you must be able to communicate your brand
your promise to customers in 10 words or less. What is the heart and soul of what you sell?
You may manufacture balloons but what you are really selling is the joy of celebration. That
means your tagline jumps from, "Get a lot of hot air!" to, "It's time to party!" Be clear about what
you offer. Once you are clear about who you are as a firm and which customers are best to target,
all efforts become more focused. You will save time and money. Think of branding as the
personality of your enterprise. Define that and the logo follows.

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CHAPTER 7 :EVENTS & SPONSORSHIPS

A company can build its brand image through creating or sponsoring various events.
Event marketers have favored sports events & are now using other venues such as art museums,
zoos, or ice shows to entertain clients & employees. AT&T & IBM sponsor symphony
performances & art exhibits, in Visa is an active sponsor of the Olympics; Harley Davidson
sponsors annual motor cycles rallies, & Perrier sponsors sports events. Companies are searching
for better ways to quantify the benefits of sponsorship & they are demanding greater
accountability from event owners & organizers.
For profit organizations also use events to call attention to products and services. Fuji
photo Film Company flew its blimp over renovated statue of liberty during the reopening
celebration, out doing its rival Kodak, which has mounted a permanent photo exhibit at the site.
Anheuser- Busch sponsored a Black World championship, Rodeo in Brooklyn that attracted more
5,000 spectators.
SPONSORSHIP
There are numerous definitions of sponsorship. The one that caught my attention was in
the sponsorship seekers toolkit book. "Sponsorship is an investment in sports, the arts, a
community event, individual, venue, institution, program or cause which yields a commercial
return for the sponsor". Its a mutual exchange between the entities and corporations. The
exchange obviously means that both the sponsor and the sponsee can simultaneously receive
benefits. Sponsorship is really how much value the event can provide to a corporate sponsor.
Major areas of sponsorship spending
Sports

68% - $5.9 billion

Entertainment

9% - $817 million

Festival & Fairs 9% - $740 million

Cause Marketing 8% - $700 million
Arts

6% - $548 million
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CORPORATE

SPONSORSHIP

FOR

HEALTH

PROMOTION

EVENTS

AND

PROGRAMS
INTRODUCTION
Corporate sponsorship can be a great way to fund health promotion events and programs
that you otherwise would not be able to run. But, it can also be a long and time consuming
process if done without considering all of the issues or the proper research. It can even harm your
image if you are not strategic about the corporations that you partner with. This article is an
introduction to corporate sponsorship as a means of fundraising and explains the difference
between corporate sponsorship and corporate giving, the issues that should be considered before
soliciting sponsors and what corporate sponsors are looking for from a relationship with you. It
will also discuss the research process, the important elements of a sponsorship proposal, issues to
consider in closing the deal and how to nurture your new corporate relationship.
WHAT IS CORPORATE SPONSORSHIP?
In order to be successful at securing corporate sponsors, you must make sure that it is
sponsorship that you are actually requesting. Corporate sponsorship and corporate giving are
often used interchangeably but are actually two completely separate acts; the money comes from
separate sources, you will deal with separate departments and the goals, objectives and the
proposal will all be different. Corporate giving (or corporate donation) is a philanthropic activity.
A corporation will donate money or products and the only acknowledgement they will expect is a
tax receipt and a thank you corporate sponsorship, on the other hand, is a business relationship.
Corporations look for marketing and community relations opportunities in exchange for money,
products or services, and they want corporate recognition for their involvement.
There are generally three types of corporate sponsorship:

Event Marketing (sponsorship of a specific event)

Partner Sponsorship (a long-term partnership with an organization or program)

Cause Related Marketing (corporate sponsor promotes a specific cause through the purchase of
their product or service).

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ISSUES TO CONSIDER
There are many issues that organizations should consider before leaping into the
world of corporate sponsorship. There are many concerns within health promotion about
partnering with corporations and it is important to consider all of the implications corporate
sponsorship could have on your clients, volunteers, donors and board members. For example,
how would a woman at an eating disorder event feel if Jenny Craig or Weight Watchers
sponsored the event? You will probably want to create a corporate sponsorship policy to guide
you. This policy could include a statement of principle, screening criteria for sponsors and an
administrative process. There is also an enormous amount of work involved in the research,
soliciting and maintaining of corporate sponsorship relationships and it is important for you to
have the time and energy to be able to fulfill your promises to the sponsors.
Ask yourself the following questions before you decide to solicit corporate sponsors:

What are the benefits for our organization?

What risks will there be?

Will associating our organizations with certain corporations affect our credibility?

Is corporate sponsorship appropriate for the nature of the event or program?

WHAT ARE CORPORATE SPONSORS LOOKING FOR?

Remember that this is a marketing opportunity for corporations and that you need to have
something to offer them in return. Not only do they want to increase the awareness of their brand
or product but they also want to enhance their image. When deciding to sponsor your event or
program, corporations will ask themselves "What's in it for us?"

Will sponsoring this event or program increase our sales?

Is there a way for our employees to get involved?

Is there an opportunity for business to business marketing (e.g. a reception)?

Is there a target audience and product fit?

Is there a solid PR campaign in place?

Do we have flexibility?
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RESEARCHING PROSPECTIVE SPONSORS
The amount and depth of the research that you will need to do will vary depending on
how much money you are requesting and the size and types of corporations you plan on
soliciting. If you are soliciting sponsors for an expensive nation-wide program, you will have
considerably more research to do than if you are soliciting sponsors for an inexpensive local
awareness event. The first step is to develop a list of prospective sponsors.
Think about the nature of your event or program and consider the following:

Who is going to be attending the event or involved in the program?

What is the age of these participants?

Which gender is more involved?

What is the geographic location of the event or program?

What are the ethnic and economic backgrounds of the participants?

What does this group of people do, buy, read, and watch?

What are their interests?

Consider which corporations might have the same target market as your event or
program. For example, if you are planning a health fair in a rural community for seniors, you
would not solicit corporations like Sony, HMV, or NIKE. But if you were organizing a basketball
tournament for teenage boys and girls in an urban setting, these would be excellent corporations
to include on your solicitation list.
Review the sponsor's past marketing efforts, by reviewing their annual report and
studying their advertisements, to see if there is a match. As well, talk to marketing executives to
determine if your event or program would be of interest to them.
The last part of your research it to determine the appropriate person to send your proposal
to and how long it will take them to review and consider your proposal.

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THE SPONSORSHIP PROPOSAL
The sponsorship proposal must convince a potential sponsor that your event or program
is going to meet their business needs. It needs to be visually appealing and easy to comprehend.
Mail your proposal to the individual that you have already confirmed as being the appropriate
contact. Follow up with that individual every two days from the date of receipt. Be persistent but
very pleasant.
Your sponsorship proposal should include the following:

A description of the organization that is holding the event or program

A description of previous events or similar programs

An overview of the event or program for which sponsorship is being solicited

A description of who will be attending the event or involved in the program, how
many and their demographics

CLOSING THE DEAL

Once a corporation has expressed interest in sponsoring your event or program, you will
need to move into the negotiation phase. This type of negotiation can be intense and often will
take place face-to-face. (If you are asking your local bakery to sponsor the dessert of your
fundraising dinner, a phone call may be enough to close the deal.) When in negotiations, the
potential sponsor may be asking for space for a larger logo or they may want the right to veto
other sponsors. You will have to decide if you are willing or able to provide them with what they
are requesting. Once a deal has been reached, make sure that you get it down in writing, even if it
is your local bakery. If the negotiations are not working, do not be afraid to walk away.
NURTURING THE RELATIONSHIP
Prior to the start of the event or program, keep your sponsor abreast of any
changes that you are making that will affect their role as a sponsor. It's essential to keep the lines
of communication open and address any concerns that they might have. The most important way
to maintain a good relationship with your sponsor is to make sure you deliver on everything you
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have promised them. If you do not, you are not only jeopardizing the relationship with this
sponsor but with all of your future sponsors. After the event or program has ended, evaluate the
partnership. Were participants receptive towards your choice of sponsor? Did your sponsor's
display fit with the atmosphere of your event? Did you distribute as many programs as
promised? Was the group of participants a good match for the sponsor's product? Were there as
many media spots as promised?
CONCLUSION
Corporate sponsorship can be a valuable source of funding for health promotion events
and programs provided it is done correctly. This means taking the time and resources to first
understand how sponsorship will fit with the objectives and policies of your organization and
your event or program. And secondly, spending the time, energy and resources to do the
necessary research, to write a professional proposal and to make sure that you deliver on every
promise you have made. If you are new to the sponsorship world, consider starting small. Solicit
one sponsor for a local event and then work your way up. Be professional and remember that you
are entering a business relationship, which may be a different way of thinking.

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CHAPTER 8 : WHERE DOES THE EVENT INDUSTRY STANDS TODAY ?
In todays frenetic, time-chasing world, more than 200 companies have forayed into
events and event management. This industry has mammoth scope for young and ambitious
entrepreneurs. According to industry sources the total billings for the year 2002 were estimated
at Rs. 1950 crores with domestic events accounting for Rs. 1150 crores and international events
accounting for Rs. 800 crores.
Events are fast becoming an integral part of the marketing strategy of companies. Live
Entertainment events, especially international events are drawing people in large numbers.
Television channels are looking for driver programmes to boost viewership and events offer a
unique genre of programming. On account of these factors the industry is expected to grow
at an astounding rate of 30 % per annum over the next 5 years to a size of Rs. 5600 crores in
2006.

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CHAPTER 9 : EVENTS AND THE ECONOMY

Over and above the marketing angle, the economic benefits to the region hosting the
event are also a positive aspect. Countries like India should be not only investing in information
technology but also other communication infrastructure to be ready in this millennium to host
similar mega-events. The singular importance of mega events in driving an economy into a
growth phase has already been emphasized earlier. And India needs events like these. The 1982
Asian Games held in New Delhi gave an impetus to the Indian economy with the setting up of
an Asian Games Village for the participants with all modern facilities essentially in
transportation and infrastructure.
So far, the above mentioned needs have been satisfied using traditional media such as
television, radio, print, etc. in the future though, events will be in a position to fulfill the above
marketing needs as compared to other tourists. Exports have cited reasons for the advent of
events as a major marketing tool.

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CHAPTER 10 : HOW COMPANIES CAN BUILD BRANDS?

SELECTION OF AN EVENT- IS IT THE RIGHT EVENT?

While answering this question, clients have to think whether the event being sponsored
or co-sponsored by them is in tune with their image and personality. The decision criteria should
always be based on the fact that unless it pays to be at the event in reasonably tangible and
measurable terms it is better not to sponsor. An event is worth sponsoring only if it is in the
position to offer you the benefits that you have decided to derive.
CREATING YOUR OWN EVENT
You can also create your own event. One of the more obvious advantages is that it gives
your complete control over:
1) How your company is positioned;
2) How your customers are treated;
3) How much you spend;
4) The number and type of sponsors;
5) The quality of the event;
Whether you buy into an existing event or create your own, work closely with everyone
involved; they must all know what hope to achieve. Make sure your plan is realistic and that you
are prepared to measure results.

SETTING

STRATEGIES

AND

TACTICS-

TAKING

EVENTS

AS

YOUR

PLATFORM
From the objectives, develop strategies and tactics to leverage your sponsorships. For instance:
1) Reinforce, enhance or alter a brands image;
2) Strengthen corporate image through community and public relations specially in cities
where your company has a large employee base;
3) Offer an opportunity for product trial through sampling;
4) Offer hospitality for your key business contacts;
5) Provide a platform to increase sales and market share;
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6) Demonstrate category leadership (to your distributor);
BEFORE THE COMPANY CHOOSES AN EVENT FOR ITS BRAND BUILDING
EXERCISE, IT HAS TO CHOOSE THE EVENT AS PER THAT PART OF THE
SOCIETY ONTO WHICH IT WANTS TO CONCENTRATE.
EG:
GROUP SOCIO-

OCCUPATIONAL

ECONOMICGROUP GROUP

TYPES

APPROXIMATE

OF

PERCENTAGE

EVENTS

OF

GROUP

POPULATION

LIKELY
TO
A

Upper Middle Class

ATTEND
Higher managerial or Cultural
administrative,

events

as

professional: lawyers, funddoctors,

dentists, raisers for

captains of industry, the opera,

senior public servants, classical
senior
B

Middle Class

military music

officers, professors
Intermediate

festivals.
Cultural

managerial,

events,

administrative

or food

professional:

Lower middle class

and

beverage

university

lectures, festivals.

head

teachers,

pharmacists,

middle

managers, journalists.
Supervisory clerical, Most
junior managerial or popular
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15

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administrative: clerks, cultural
sales representatives, events,
nurses, teachers, shop some
managers.

sporting
events,
community

Skilled working class

Skilled
workers:
filters,

festivals.
blue-collar Motor
builders, vehicle
waterside, festivals,

workers,

police sporting

constables,

self- events,

employed
E

Working class

28

trades- community

person.
Semi- skilled

festivals.
and Some

unskilled

workers: sporting

builders,

laborers, festival,

factory

workers, ethnic

cleaners,

delivery festivals

17

drivers
F

Social security

Those at the lowest Very

13

level of subsistence: little,

pensioners, casual and except
part-time workers

occasiona
lly

free

communit
y events.

CHAPTER 11 : SUNNY DAYS AHEAD FOR EVENT MANAGEMENT

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It looked like any other fax message lying on my table, one working day in endDecember last year. There was nothing unusual or attractive about it. On closer scrutiny
however, I found that the message was an invite to attend a function organized by Balaji
Telefilms, a company floated by Bollywood heart throb of yesteryears, Jeetendra and his
glamorous daughter, Ekta. The function was a press conference to announce the fact that Balaji
Telefilms was foraying into "event programming".
Balaji Telefilms has not been the first to do so. With the plethora of television channels
in the country, programming houses have been on the rise. What is new, however, is the trend of
these high-flying programming houses to venture into the arena of programming for events, a
task hitherto handled by a cluster of event-management companies.
While event management companies like Wizcraft Entertainment, GS Entertainment,
J&M Events, DNA Networks, Cineyug, Fountainhead, Showbiz and Showtime have been around
for some time, the entry of leading software programming houses into this segment is a recent
trend.
WHY THE BIG RUSH?
So why is there such a big rush for event management? Is it because there is big business
potential? The answer is a big YES!
A very nascent segment of big ticket entertainment business, the live entertainment and
event management industry has the potential to gross more than Rs 3,350 crore in less than five
years from now, says a report prepared by the Federation of Indian Chambers of Commerce and
Industry (FICCI). Almost a decade ago the industry was estimated at only Rs.20 crore in size, but
has grown to become a Rs.200 - 250 crore industry today.
Added Ms. Shah, "I have come in to plan and create events for various Zee Network
channels, which will enable us to increase companys revenues." She further said that handling
the physical part of events helps the company to not only save on costs but also exercise better

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control on the show. Zee, since 1998, has been organizing important and very popular events and
programs such as the Zee Cine Awards and Zee IMI - Sangeet Awards among others.
THE DYNAMICS
Event management companies involve themselves in the planning, organising and
execution of an event, which could include a product or a brand launch, an exhibition, a concert
or even a conference. Events are basically an extended form of advertising, allowing brands to
associate directly with the consumer. Says Mr. Mirwani of J&M Events, "It is a form of
interactive advertising. There is a very clear trend of promoting products and brands through live
events."
Therefore corporate sponsorship of events to promote products has also seen a big spurt.
A recent trend amongst multinational companies, especially the fast moving consumer goods
companies entering India, is to promote their products through a tailor made event. In 1998
Coca-Cola alone sponsored 70 music related events across the country. Suffice to say that this
industry is primed for a big boom in corporate sponsorship. Reasons Mr. Mirwani, " Advertising
through live events creates an instant response in the audience and hits the target immediately."

THE MULTINATIONAL EFFECT

"It was liberalization of the economy and its opening up way back in 1992, which gave

the much desired impetus to the event management industry", pointed out Mr. Brian Tellis,
director and founder member of Fountainhead Promotions & Events.Fountainhead is a leading
name in the industry and is known for organizing events for the Times of India group, including
the Smirnoff war of DJs and the Brand Equity Quiz. The company also provides "event support"
to two of the most well recognized events in the country - the Femina Miss India contest and the
Filmfare Awards function. Events like Femina Miss India and its male equivalent Graviera Mr.
India contests have started pulling in larger than ever crowds and corporate sponsorships
As it usually happens with most sunrise industries, the influx of new people in the sector
has simmered down substantially with time and the present players can be truly addressed as
survivors. Points out Mr. Mirwani, "In 1995-96, almost 15 new companies were being formed
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everyday. However, most of them have downed their shutters. Today the numbers are low. The
industry is looked upon as a serious business venture, where gross returns are in the order of
anything between 15 per cent to 20 per cent Projects are not of long term nature and returns as
well as results are almost instantaneous."
THE FASTEST GROWING SEGMENT
The live concert circuit is probably the fastest growing segment of the business. As per
industry estimates, it has grown more than 200 per cent between 1995 and 1999. The last three
years have witnessed a spate of international artists coming to India to perform in live events.
These shows have evoked tremendous response not only from the Indians settled there
but also from Pakistanis, Sri Lankan and UAE residents. Shows already organized in the US
featuring leading film artists have been a complete sell-out, with people craving for more.
THE FUTURE
If the projections made by FICCI is true, the biggest gainer in all this would be the
government, which collects taxes on such events. According to FICCI, from Rs 100 crore
collected in 1999, the tax revenue can rise to about Rs 1,007 crore in the year 2005.
Industry experts, however, feel that if this growth is to happen, certain anomalies are to
be cleared:

Entertainment tax rates, which forms a big chunk, needs to be rationalized across the
country. Presently different states levy different tax rates, with southern states levying
lower taxes. Funds thus saved can then be reinvested in more "Events", which will help
generate more revenues for the government.
However, industry players are unanimous that promoting brands through events is

definitely not a replacement for the print and the electronic medium. They can at best supplement
the two streams. That in any case is good enough!

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CHAPTER 12: OBJECTIVES BEHIND SPONSORING
COCA-COLA AND OLYMPICS
INTRODUCTION
The world eagerly anticipates each summer and
summer winter Olympic Games. A supporter of the
Olympic Movement beginning in 1928, The Coca-Cola
Company has sponsors each Olympic Games since
then, something no other company anywhere in the
world has done. Their worldwide partnership with the International Olympic Committee has
been extended through 2008, demonstrating their commitment to the Olympic Movement many
Coca-Cola divisions around the world sponsor individual athletes or teams as well.
REASONS FOR SPONSORSHIP
The company knows how important the Olympic Movement and the Olympic spirit of unity
and competition are to its consumers. Thats why they have always pushed themselves to find
ways to make their connection to the Olympic Games more meaningful.
The Olympic Games are truly global events that provide an opportunity to bond with
consumers all over the world through activities and promotion they appreciate and understand.
Special programs like the Companys presenting sponsorship of the Salt Lake 2002 Olympic
Torch Relay, give Coca-Cola the opportunity to share the Olympic Spirit with people around the
world. The Company was proud to give local citizens the chance to carry the Olympic Flame on
its journey to the site of the 2002 Olympic Winter Games. They selected 2,500 torchbearers who
had demonstrated courage, dedication, passion or a deep concern for others.
EVENTS SPONSORED IN RECENT PAST
The FIFA World Cup
The Olympic Games
Special Olympic Games
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Art of Harmony
Boys And Girls Club of America
NASCAR
Tiger Woods Foundation
The Coca-Cola Company is a founding sponsor of Special Olympics, and has been
involved since 1968. in 2002, they renewed their partnership through 2005 which covers the
2003 Special Olympics World summer Games in Dublin, Ireland, and the 2005 Special Olympics
World Winter Games in Nagano, Japan.
OBJECTIVES
The main objective of the company for sponsoring the events is to create goodwill for the
company. They believe in supporting the organizations that customer care about. All around the
world, people are passionate about sports. Thats why they have been involved with the Olympic
Games since 1928 and sponsor the FIFA World Cup. And thats why they support hundreds of
sports activities in local markets around the world. Sports and Coca- Cola is a great match. But
their sponsorships extend beyond the playing fields into other areas that captivate their
consumers.
Their objective for sponsoring the events remains the same, i.e., to increase their sales
and profitability and the goodwill of the company. Also they have been more or less successful in
achieving their expectations or their objectives.
SAMSUNG
SYDNEY OLYMPICS 2000

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OLYMPIC SPONSORSHIP
Samsung Electronics have been providing Wireless Telecommunications Equipment to each
Olympic since the 1998 Nagano Winter Olympic Games to 2000 Sydney Games.
Samsung is involved in diverse sporting events around the world. The reason Samsung
sponsors the Olympic Games are that these games involve the same values that we have as a
company. These values include at like world class competitiveness, global presence, excellence,
fairness, and peacefulness. Samsung is proud to play a role in organizing and successfully
operating the biggest and most complex event in the world. Also the Olympic Games provide us
a powerful marketing platform to raise brand awareness and showcase our products and
technologies.
SAMSUNG AT SYDNEY
As in the 1998 Nagano Winter Olympic Games, Samsung will supply all the wireless
communications equipment needed to operate the Sydney 2000 Olympic Games. Samsung will
provide approximately 25 units of wireless communications equipment including mobile phones
and technical experts. Providing athletes, staff, volunteers and visitors with fast and reliable
communication, Samsung will contribute the success of the games and its ultimate mission:
fostering the unity among the global community.
Also, by sponsoring the National Olympic Committees and National Olympic Teams in
many countries including the US, China, Brazil, and Australia, Samsung contributes toward
helping athletes becoming prepared for the Sydney 2000 Olympic Games.
EVENTS IN RECENT PAST
SAMSUNG been sponsoring a range of events in the recent past... these include not just the
famous Olympics 6ut also some smalltime events. Because of the Brand name and the image the
company has established, sponsoring an event definitely adds to the company image and not to
forget, the profits!
List of some of the events sponsored 6y Samsung in the recent past:-

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SAMSUNG RUNNING FESTIVAL

The SAMSUNG (Running Festival represents people wish for peace and for a better
global society the borders -geographical, spiritual or otherwise.
The first festival was hosted by Hungary SAMSUNG Electronics Magyar Rt.. (SEH) in 1995.
80,000 all over the country turned up to run together, while a radio Broadcast connected the
venues and National sport leaders, local personalities, famous athletes, and celebrities
participated or cheered on the event, which was designed partly to celebrate SEH's fifth
anniversary, has turned into a national festival.
SAMSUNG NATIONS CUP
Since 1997 SAMSUNG, the Korean global company, one of the Biggest companies
in the world has Been the title sponsor of the Nations Cup in co-operation with the
International Equestrian federation (IEF), the ruling Body of the world-wide equestrian
sport.
The history of the Nations Cup dates back to 1909, when the first team competition
for military officers was held in London's Olympia Hall, now the annual site of a 'World
Cup competition. In the 92 years since a total of 1,131 Nations Cups has Been held in 37
countries. 32 countries have won at least one Nations Cup - the ones with the most wins are
Germany (182), Great Britain (167), France (142) and the United States (137).
SALT LAKE 2002 WINTER OLYMPIC GAMES
Samsung has served as a Worldwide Partner for the Nagano 1998 "Winter Olympics,
Sydney
2000 Olympic Game and Salt Lake 2002 Olympic Winter Game and will and will
continue supporting the Olympic Movement as part of the Top (The Olympic Partner)
program. As the official sponsor in the wireless Communications Equipment Category,
Samsung has supplied mobile phone and other wireless hardware to the athletes and officials
at the games.

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Salt Lake 2002 Olympic Winter Games mascots-Powder, Copper, and Coal-were the
first ever to be created by ordinary citizens. In May 2002, the Salt Lake Organizing
Committee accepted mascot drawings from more than 4000 elementary schoolchildren from
around the state of Utah. The SLOC narrowed the list of entries to just three and asked the
general public to submit names for them via the telephone, Internet and Postal Service in July.
Power, Copper and Coal respectively symbolize a hare, wolf and black bear. SLOC President
Mitt Romney explains these animals represent the natural scenery of Utah as well as the main
characters in American childrens tales. The hare, wolf and black bear also share a common
thread with Citius, Altius , and Fortius, who embody the Olympic spirit of Faster, Higher and
Stronger.

UPCOMING EVENTS SPONSORED BY SAMSUNG

WORLD CYBER GAMES
Opening of the world cyber games 2003
Samsung extends Sponsorship of the WCG into 2003
The WCG 2003 will be held at the Seoul Olympic Park from Oct. 12 to 18, 2003.
The focus is to provide gamers with an enjoyable experience as well as the general
public with great fun to watch spectator facilities and events.
A total of eight official games were selected
50 countries across the world are anticipated to participate in the event.
Samsung has been a worldwide sponsor of the WCG since 2000.

ATHENS 2004 OLYMPIC GAMES

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Samsung Electronic proudly continues its worldwide Olympic sponsorship with the
International Olympic Committee to be official wireless communication equipment partner for
the Athens 2004 Olympic Games.
OBJECTIVES
Samsung has already established itself as a well known brand all over the world.
Achieving the position they are in now and maintaining the same has never been an easy task;
especially in todays competitive world.
Samsung emerged from a challenging period in the previous decade as a much stronger
company today: one that is now more globally-focused restructured and streamlined, and more
committed that ever to true innovation.
All around the world, the heart of SAMSUNG has listened, cared and
reached out to all the people-to try to understand what these people truly need and desire in
order to live a better, richer, more value-added life.

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CHAPTER 13 : CASE STUDY

The brand personality is what people think and feel consciously and subconsciously
about a company identity or product and is described the same way as you would a person.
THE 'COCA-COLA' BRAND AND SPONSORSHIP
If Coca-Cola were the name of a person, how would you describe that person? How
does that person make you feel? Consumers often prefer products that have a strong, positive
image. An important ingredient of this image will be the associations that are evoked in the mind
of the consumer. The brand personality is what people think and feel, consciously and
subconsciously, about a company identity or product and is described the same way as you
would a person.
It is necessary to create the right image i.e. one
that closely matches consumers feelings and expectations
of what the product should be like. Marketing managers
try to build on associations between products and other
aspects of life. Sponsorship is one way of building these
brand associations.
'COCA-COLA' SPORTS SPONSORSHIP TOP
Coca-Cola is one of the top global sponsors of sport. The rationale for sponsoring
international and local sporting events is that it is "a natural fit". By matching the brand with
world standard events Coca-Cola benefits from the exposure and the associations made
between it and the event being sponsored. Equally by ensuring that local events are sponsored
the brand is exposed exclusively to a local market and will thus be seen as a local brand. By
devising innovative and tailored marketing programmes based on local consumer insights, sales
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can be increased in the ready-to-drink nonalcoholic beverage market. Local offices around the
world ensure that the company participates and supports local communities. Coca-Cola is
aware of what is relevant in the lives of its target market such as sport, music and fashion. Life
experiences are created around these interests.
By getting involved in these daily experiences Coca-Cola meets its sponsorship
objectives
To connect with teens in an interesting and fun way.
To create unforgettable teen moments linked to Coca-Cola.
To ensure Coca-Cola is viewed as making everyday life more interesting and fun.
To communicate the dynamic and leading attributes of the brand.
To be seen as a national sponsor at a local level and global sponsor on an international level.
BRAND POSITIONING
Coca-Colas brand personality reflects the positioning of its brand. The process of
positioning a brand or product is a complex managerial task and must be done over time using all
the elements of the marketing mix. Positioning is in the mind of the consumer and can be
described as how the product is considered by that consumer. When researching the positioning
of a product, consumers are often asked how they would describe that product if it were a person.
The purpose of this is to develop a character statement.
SPONSORSHIP AND THE MARKETING MIX TOP
The Marketing Mix is the name placed on the 4Ps of marketing: Product, Place, Price, and
Promotion. It is this fourth element, Promotion, which is focused on in this case study. This
involves communicating the benefits of a product to increase sales and ultimately profits. There
are four main methods of promoting the benefits of a brand.
Advertising
Personal Selling
Public Relations & Sponsorship (PR)
Sales Promotion

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The combination of these four methods constitutes the Promotion Mix. Public Relations
is about communicating with the media to create good publicity for a firm or its products. The
media then communicate these activities to the public.
PUBLIC RELATIONS
One of the marketing departments functions is to manage public relations and maintain a
positive and beneficial image of the firms policies and products. The aims of the Public
Relations Manager liaising with the marketing function are to:
Maintain goodwill amongst the public for the company. Goodwill is the likelihood that the
existing customer will return and can be equated with brand loyalty. Brand loyalty occurs when
customers repeat-purchase a particular branded product on a regular basis. Coca-Cola has a
high level of brand loyalty. When you want a drink do you automatically pick up a bottle of
Coca-Cola?
INTERNATIONAL SPONSORSHIP TOP
Coca-Colas powerful brand personality has become a vehicle for promotion in its own right,
sponsoring many events both on a global and local level. The company has long been associated
with global events such as The Olympic Games, The FIFA World Cup, Rugby World Cup and
Special Olympics. Coke has also been linked to world fairs and national exhibitions since 1905.
With the Olympics blossoming in popularity and complexity, increased attention has been turned
to serving the growing crowds and to supplying the needs of the athletes and organizing
committees. In many countries where Olympic associations lack full government sponsorship
local bottlers of Coca-Cola donate funds to aid potential Olympians as the partnership of
Coca-Cola and the Olympics continues to grow.
Coca-Cola was the official sponsor of the Olympics
2000 Games held in Sydney maintaining an unbroken
presence at the games since 1928. The company has
already contracted to sponsor both the Summer and
Winter Games through to 2008.
Coca-Cola will be the official global sponsor of the Special Olympics to be held in
Ireland in 2003 (this is the first time the games will be hosted outside the US). As the Olympic
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Movements longest-standing corporate partner, Coca-Cola has aided the evolution of games
together with more than 190 National Olympic Committees assisting thousands of athletes in
their training.
FOOTBALL
Coca-Cola also sets out to support football at every level of the sport. On a global basis
Coca-Cola has been a sponsor of the World Cup since the 1978 tournament in Argentina
through to France in 1998 and into the new millennium. In Europe, Coca-Cola is involved with
the European Championship and plays a prominent part in making the event such a success. The
global popularity of football makes it an ideal sport
for Coca-Cola to build on the life experiences of
their target group.
At these events Coca-Cola has exclusive product availability in the non-alcoholic
beverage category. To support Coca-Cola s association with football, Coca-Cola created the
very successful Eat football, sleep football, drink Coca-Cola campaign and the World Cup for
fans campaign. These campaigns highlight the natural link between having a Coca-Cola and
enjoying the experience of watching a football game.
RUGBY
Coca-Cola has also become the long-term sports sponsor of the Rugby World Cup. The
Company has been a sponsor since 1995. This is the first time for a sponsor to commit to more
than one Rugby World Cup. The Company wants to communicate that Coca-Cola is the
refreshment that stimulates and revitalizes rugby fans, and enhances the group experience and
enjoyment of watching the game.
NATIONAL SPORTS SPONSORSHIP TOP
In addition to sponsoring sporting events, their involvement extends to many community
and education programmes in Ireland.Coca-Cola is a local business as much as a global one. It
takes its responsibilities as a supporter of local community events seriously
.
FOOTBALL
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Coca-Cola is also the official soft drink sponsor of GAA providing strong support for
the International Rules football series. The Association President Joe McDonagh stressed the
importance of this sponsorship as it ensured a successful series. Locally Coca-Cola supports
and is present at all the national hurling and football games. The brand is also present at GAA
schools level matches i.e. Leinster Secondary Schools Hurling and Football Championships,
Feile na nGeal, Feile Peile and under 14 Hurling and Football.
FORM AND FUSION DESIGN AWARDS TOP
Life experiences are created for customers around interests. By getting involved in the
daily experiences and by being aware of what is relevant in the lives of local target markets, such
as music and fashion, Coca-Cola can build on these brand associations. The Coca-Cola Form
and Fusion Design Awards is a cutting edge, visually exciting and highly educational
competition developed for students in transition or senior year in secondary schools in Ireland.
Students are encouraged to work in groups, using their own skills and imagination, to
design and create futuristic costumes created solely from recycled
materials . On completion the students organize a fashion show where
six outstanding designs make their debut.
The Coca-Cola Form and Fusion design awards is a unique
opportunity that allows Coca-Cola to enhance and provide teens with
an opportunity to express and learn about their own artistic skills.
The competition provides a platform for learning through fun and enhancing
interpersonal skills. The potential for the competition to grow and sub-divide into a variety of
educational disciplines is enormous. The competition began at a local level in 1998 when Aidine
OReilly a schoolteacher in Ballincollig Community School in Co Cork, wanted to set up an
exciting challenge for her transition year students. In 1999, Aidine, with the support of the Art
Teachers

Association

of

Ireland

brought

the

competition to Munster where 9 schools made 38

costumes and the competition received both national
and regional media coverage.
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In 2000,Coca-Cola Ireland came on board as sole sponsors of the event having
identified a unique opportunity to connect with Irish teenagers in a way that creates fun and
excitement in schools and on the ground. With Coca-Colas involvement, the competition took
off and 1,700 students participated from 88 different schools across the country. Three
preliminary heats were hosted in Dublin, Cork and Ballina with the final event in Ballincollig
Community School in Cork on Friday March 31 2000. Each of the 33 shortlisted costumes was
showcased in a two-minute performance in front of a 700 strong audience. Then Minister for
Education, Michel Martin opened the event.
"The originality of the concepts, the enthusiasm of the students
and the way in which the event has captured the imagination of the entire
country have all combined to create something truly memorable in
addition to the long-term educational value. We are privileged to be
associated with this competition which is endorsed by several curriculum
support services within the Department of Education and Science".

BRIAN KEATING, SENIOR BRAND MANGER, COCA-COLA IRELAND.

This event was visually spectacular. Coca-Cola achieving huge press and television

coverage all over the Republic of Ireland. Coverage included exposure on the Lata Show,
Nationwide and TV3 News.

CONCLUSION
It is necessary to create the right brand image that closely matches consumers life

experiences and feelings. Sponsorship is one way of building these associations. Through events
such as Coca-Colas Form and Fusion Design Awards and sporting events a brand manager can
ensure that its product image is made relevant to the target audience.

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CHAPTER 14 : EVENT MANAGEMENT COMPANY

In concern with this project a major player in the event industry was visited
WIZCRAFT INTERNATIONAL ENTERTAINMENT PVT. LTD..
COMPANY PROFILE
Wizcraft is Indias #1 Entertainment and Events Management Company. As a company
we delight in taking on the most difficult of assignments and executing it perfectly. In time,
every time. They pioneered Event Management in India, established it as an industry, and created
new trails in brand communication.
Wizcraft was instrumental in the inclusion of event budgets in corporate advertising and
marketing communications plans in India. They introduced international experience and worldclass laser and lighting technology in India. Today, their client portfolio represents the whose
who of corporate India.
SERVICES
Wizcraft specializes in Event Management. Their services include conceptualization,
strategy development, designing, decor, technical infrastructure, and planning, execution and
lateral integration for execution for optimum performance arid efficiency.
At Wizcraft, Event Management is a structured, collaborative exercise designed to yield
results for their clients.
Their Specialty activities include:
Corporate Events
Special Events
Television
Artist Management
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Events Management
Lighting & Lasers

CORPORATE EVENTS
Brand/ Corporate launches and promotions
Dealer! Trade meets
Customer! Dealer interaction programs
Brand extension exercises
Annual Celebrations
SPECIAL EVENTS
Concerts
Entertainment extravaganzas
Awards functions
High profile events and parties
Weddings
Nightclubs
ARTIST MANAGEMENT
Artist management
Talent development
Ready made platform for performing artists
Artist banks

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CHAPTER 15 : BRAND EVENT ASSOCIATION

EXAMPLES

OF COMPANIES

WHO

HAVE

ESTABLISH

BRAND-

EVENT

ASSOCIATION
CEAT CRICKET RATING AWARDS.
Sony Entertainment Television Asia
Exclusively Presents the 7 th Annual
CEAT Cricket Rating Awards.
Premium South Asian TV channel brings its global audience a unique awards ceremony
fusing international cricket and Bollywood together. London, England (24 th February 2003)
With much of the globe in the grip of cricket World Cup fever, Sony Entertainment Television
Asia (SET Asia) is set to raise its viewers temperatures even higher with the exclusive screening
of the 7 th Annual CEAT Cricket Ratings Awards, it was announced today. SET Asia is the
international feed for Sony Entertainment Television (SET), Indias leading cable and satellite TV
channel.
Twelve awards will be given including Best Performance in the Game of Cricket, CEAT
Best Coach, CEAT Best Sports Media Personality, CEAT Lifetime Achievement Award and the
CEAT International Team of the Year Award.
IIFA
The International Indian Film Academy Awards has been
established to honor the achievements of the Indian film industry
and of Asians in the arena of World Cinema. The Samsung IIFA

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awards celebrate the single most powerful and popular form of entertainment, which is a
community binder for Indians across the world - Indian Cinema.
Proposed to be held annually at the world's most celebrated venues, the Samsung IIFA
awards are specially conceptualized and designed to be spectacular extravaganzas combining the
best of Indian and International entertainment and world class event technology, reaching out to
a vast audience through multiple channels of delivery.

Femina Miss India.

Coke V Popstars.

Samsung IIFA Awards.

Manikchand FilmFare Awards.

Gladrags Mega Model and Manhunt Contest.

Lakme India Fashion Week

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CHAPTER 16 : RECENT ARTICLES

TOYOTA TO SELL CAMRY THROUGH `EVENTS'
Our Bureau
BANGALORE, April 24
TOYOTA Kirloskar Motor Ltd has put together a multi-pronged strategy to market their
mid-class luxury Camry here. Mr K.K. Swamy, Deputy Managing Director of Toyota-Kirloskar
Motor Company, told newspersons today that several major events to market Camry would be
organized during the year. These include a golf tournament called, `tee in the dark.' A fashion
show was held earlier, proceeds of which went to a NGO.
He said the company has targeted a sale of 34,000 units of its largest selling vehicle, the
Qualis.In 2002, the company sold 25,000 units of Qualis. The company plans to sell 9,000 units
of its another model, Corolla during the current calendar year.
BRAND BUILDING BY TAKING ADVANTAGE OF WORLD FAMOUS EVENTS
LIKE WORLD CUP (CRICKET)
In this article, Surf Excels advertising during the world cup was talked about. The brief was to
link Surf Excel with cricket and at the same time bring out the brands functions and benefits like
stain removing. The advertising highlighted the core benefit of the brand -- removal of stains,
says an HLL spokesperson. That is why the client bought the idea immediately, even though the
idea was not typically Lever.
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This ad. campaign is an example of how a company can build its brand image by keeping a close
watch on events taking place all around the world.
BELOW- THE LINE HELP FOR BRAND BUILDING
Remember The Britannia Khao, World Cup Jao! Contest? The one at started the
'scratch card' promo fever. The promo received a merit award at the International Promo
Conference Chicago. Though simple, the concept was novel enough have garnered the interest its
target audience with unerring precision. Each Britannia product wrapper had a run count printed
on it. The consumer had to collect 100 runs and visit, or mail it, to a prize center. The center gave
a World up book in exchange for every 100 runs (from a series of nine books). The consumer
then scratched the "Scratch off portion" on the book which revealed a "Try again" or a prize
label. The prizes included a huge number of low-value items like Britannia biscuits, or those of
medium value like watches, TV sets or cricket bats, and a few of high value like World Cup
tickets. The campaign was a runaway success and suited in a 20 per cent increase in sales
for Britannia, high top-of-mind awareness, and wide press coverage.
If below-the-line spending is gaining more followers, it is partly because of some
assumed benefits. Among them:
Promos finally drive the consumer to buy by providing a tangible incentive (in the form of a
freebie, discount). They generate trials by incentivising immediate purchases and help break
brand loyalties.

Promotions can push up sales dramatically by inducing one to buy more than what one does in

a normal purchase cycle.

Promotions can help a brand cut through the clutter more effectively. Lack of brand

differentiation is most evident in advertising or brand communication across categories. Very few
ads manage to cut through the clutter. Only the most innovative ads get remembered enough to
generate brand trials..
PROMOTING PROMOS
Promotion Marketing Awards Of Asia (PMAA) is the only award programme which
recognize promotion marketing excellence and mastery throughout the Asian marketing industry
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(in China, Hong Kong, India, Indonesia, Japan, Malaysia, the Philippines, Singapore, South
Korea, Taiwan & Thailand) every year.
Since 2002, Kid stuff Promos & Events - the agency coordinating entries from India -has
been calling for entries from promotion marketing, advertising, internet and direct response
agencies and clients with in-house marketing departments. Gold, silver and bronze trophies are
awarded in each of the 16 entry categories. Some interesting categories are: best multi-disciplined promotion campaign, awarded to the campaign best utilizing a minimum of three
marketing disciplines - such as broadcasting, direct marketing, advertising, public relations, instore merchandising and internet; best campaign generating brand loyalty, best use of innovative
communication strategy, best effective long-term promotion marketing campaign, and best
small-budget (costing under $25,000) campaign.
There had been scope for a large promotion in the ice-cream category, as most consumer
offers in this category tend to be either free ice creams or a price off. In this context, to break
clutter, it was thought that a big promotion would achieve brand equity. The promo was base on
consumer insight like the fact that there is a strong aspiration to get rich quick and that today
shopping is more of a passion.
Source: Indian Management, August 2003.Author: Deepak Halan

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EXAMPLE OF A RECENT EVENT

NATIONAL GO- KARTING CHAMPIONSHIP SPONSORED BY JK TYRES

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CHAPTER 17 : SNAPSHOT: WHOS SPONSORING WHAT AND WHERE?
SR.NO.
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
16.
17.
18.
19.
20.
21.
22.
23.
24.

COMPANY
BPL
Coca-Cola India
Reliance
Ceat
MRF
Hero Group
Pepsi
Lakhani Shoes
Action Shoes
Mc Donald
SAIL
Mahindra & Mahindra
Standard Chartered Bank
HLL
Colgate
TVS
Phillips
Asian Paints
American Express
Citibank
Baskin Robbins
McDowells
Pfizer
Lee

PRODUCTS/BRANDS
Home Theatre System
Soft Drinks
Various
Tyres
Tyres
Motor Bikes
Soft Drinks
Shoes
Shoes
Food
Steel Manufacturing
Automobile
Banking
Various
Dental Care Products
Various
Consumer Electronics
Paints
Credit Cards
Bank
Ice-Cream
Soda
Pharmaceuticals
Jeans

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EVENT CATEGORY
Techno fest, Cricket.
Sports, music, films.
Cricket.
Cricket.
Cricket.
Hero Cup.
Sports, music, film.
Sports.
Sports.
Polo, Horse racing.
Football, Cricket.
Squash.
Tennis.
Music, Festivals.
Kite- Festivals.
Navaratri Festivals.
Fairs and Festivals.
Fairs and Festivals.
Martha Graham Dance.
Special events.
Sports Derby.
Sports Derby.
Special Launches.
Special Launches.

BRANDING THROUGH
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NOTHING WORTHWHILE IS ACHIEVED WITHOUT DEEP THOUGHT AND HARD

WORK!!!!!!!!!

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CONCLUSION
Events vie for a very small share of the marketing budget pie as of now. But as the
importance of events as a marketing tool builds up, it will eat into a larger portion of the
marketing budget pie vis--vis other currently popular modes of marketing communication
such as television advertising and Internet banner ads. It will thus become a part and
parcel of the integrated campaign. This is so because events help in addressing the
diverse marketing needs of a company.

An event carried out professionally and cleanly is invariably a memorable experience.

The word of mouth publicity that this generates is an advantage that lingers on a long time after
the event has actually been carried out. This provides an advantage of a higher brand recall to the
client.

The advantage in terms of post event publicity that events can offer over and above the
paid or bartered media is the benefit associated with the reports of the event in the newspaper
and the news on the electronic media. For such reports there is no extra cost to be borne- neither
by the sponsor nor by the event organizer. This is a double edged sword because, in case the
event is not up to the mark or is dogged by controversies, then, the same is also reported
impartially.

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BIBLIOGRAPHY
PRIMARY SOURCES
Books:

Marketing Management Philip Kotler.

Event Marketing and Management Sanjaya Singh Gaur.

Sanjay V Saggere.

Notes EMDI, NIEM.

Articles:

Indian Management August, 2003

A&M (31st July, 1999)

Advance edge MBA April, 2003

SECONDARY SOURCES
Internet sources:

www.buidingbrands.com

www.onlymarketing.com

www.yahoo.com (search engine)

www.google.com (search engine)

www.emdiworld.com

www.A2Z.com

www.altavista.com (search engine)

www.filmfare.com

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