Cbseignou.com

Mehta Solutions provides Mba assignments , mba books ,blis , projects

SPONSORSHIP AND THE MARKETING MIX (Code: c111)

New
SPONSORSHIP AND THE MARKETING MIX
zoom Zoom image

 

Read the case given below and answer the questions given at the end.

CASE STUDY-1:
SPONSORSHIP AND THE MARKETING MIX


Introduction


Ford is a global firm that makes cars and commercial vehicles. It has been the leading car seller in UK for twenty-eight years. It is based in the US but operates all over the world. In Europe, it has thirty-five sites in nine countries. Its famous brands include Ka, Focus, Land Rover and Volvo.


Sponsorship


A strategy is a set of plans designed to help a business reach its aims. Part of Ford's strategy is to use sponsorship. It is an official sponsor of the UEFA Champions League. This helps it reach out to target customers all over Europe. It helps Ford to compete. It also helps it to develop a strong brand image and improve its brand value.


Marketing aims can be reached by effectively using parts of the marketing mix. These are often listed as product, price,
promotion and place.


Product


Ford's products are cars and commercial vehicles. Each different vehicle is targeted at a certain part of the market. Each will appeal to a certain market segment. Ford knows, through its market research, that many of its target customers are also interested in football. It can therefore target the groups accurately. The UEFA sponsorship lets Ford use many communication channels to reach these groups.


Price
Ford has three aims while pricing its products:
•To cover costs
•To make a profit
•To compete with other firms


UEFA sponsorship also allows it to compete without using price. This is called non-price competition. For instance, Ford produces a range of Champions League special edition cars. These are more attractive to its target buyers and can have special features.


Place


This refers to where the cars are sold. The football sponsorship allows Ford to spread the brand message across the globe. The Ford dealership network is the largest in Europe. Dealerships are planned so that everyone has one within reach.


Promotion


Promotion is often split into 'above-the-line' and 'below-the-line'. The first is paid for directly. The second is publicity through, for instance, sponsorship and public relations (PR). Ford's main above the- line spending has been on TV. New technology and multiple channels mean that traditional ATL communications are becoming weaker tools. The UEFA sponsorship combines both types and helps Ford to cover all of Europe. The Ford brand is promoted before and after the game, and at half-time. Advertisements are shown at matches. Ford uses the slot either side of TV breaks to show brand messages. These are targetted at the football audience it knows is watching.


Questions:
Q1: Identify the target market of Ford. Critically evaluate the impact of the marketing mix elements on the target market.
Q2: Highlight the advantages and disadvantages of sponsoring a cricket match, in the Indian context.

Old price: 800.00 Rs
Price: 500.00 Rs
Delivery time: Email attachment
Weight: 0.0001 Kg
Quantity: 
You are here: Home Case Studies SPONSORSHIP AND THE MARKETING MIX