SEMINAR ON ADVERTISING AND SALES

PROMOTION
MARKETING COMMUNICATION
CASE OF FIFA WORLD CUP
2014 AND FIFA PARTENRS

PRESENTED BY,
JINCE GOMEZ
SEM 4, MBA
DCMS
UNIVERSITY OF CALICUT
INTRODUCTION
Marketing communication or promotion is one
of the elements of the marketing mix and is
responsible for putting the marketing offer to
the target market. It is the planned and
integrated communication activity that
communicates with an organisations
stakeholders (Fill, C., 2002)

Marketing communications are the means by
which firms attempt to inform, persuade and
remind consumers directly or indirectly
about the products and brands they sell.

Marketing communications represent the
voice of the company and its brands and are
means by which it can establish a dialogue
and build relationships with consumers.

COMMUNICATION MIX
The marketing communications mix consists of eight major modes of
communication:
Advertising Any paid form of nonpersonal presentation and
promotion of ideas, goods or services by an identified sponsor.

Sales promotion A variety of short term incentives to encourage
trial or purchase of a product or service.

Events and experience Company sponsored activities and
programs designed to create daily or special brand related
interactions.

Public relations and publicity A variety of programs designed to
promote or protect a companys image or its individual products.

Direct marketing Use of mail, telephone, fax, e-mail or Internet to
communicate directly with or solicit response or dialogue from
specific customers and prospects.

Interactive marketing Online activities and programs designed to
engage customers or prospects and directly or indirectly raise
awareness, improve image or elicit sales of products and services.

Word-of-mouth marketing People to people oral, written or
electronic communication that relate to the merits or experiences
of purchasing or using products or services.

Personal selling Face to face interaction with one or more
prospective purchasers for the purpose of making presentations,
asking questions and procuring orders.

FIFA WORLD CUP 2014 BRAZIL
ABOUT FIFA :
The Fdration Internationale de Football
Association (FIFA /fif/; English:
International Federation of Association
Football) is the international governing body
of association football, futsal and beach
soccer. FIFA is responsible for the organisation
of football's major international tournaments,
notably the World Cup.
WORLD CUP
The FIFA World Cup, often simply called the
World Cup, is an international association
football competition contested by the senior
men's national teams of the members of
Fdration Internationale de Football Association
(FIFA), the sport's global governing body. The
championship has been awarded every four years
since the inaugural tournament in 1930, except in
1942 and 1946 when it was not held because of
the Second World War. The current champions
are Germany, who won the 2014 tournament in
Brazil.
WORLD CUP 2014 BRAZIL
The 2014 FIFA World Cup was the 20th FIFA World Cup,
the tournament for the association football world
championship, which took place at several venues
across Brazil.
It began on 12 June, with a group stage, and concluded
on 13 July with the final.

It was the second time that
Brazil has hosted the competition, the first being in
1950. Brazil was elected unchallenged as host nation in
2007 after the international football federation, FIFA,
decreed that the tournament would be staged in South
America for the first time since 1978 in Argentina, and
the fifth time overall.

Winners : Germany
Runners : Argentina
Third : Holland
Fourth : Brazil
COMMUNICATION MIX
The presentation discusses the
communication mix of FIFA WORLD CUP 2014
and main sponsors.
The below given communication mix are
identified and discussed :
Advertising
Promotion
Publicity
Public relations
Internet
Sponsorships
Advertising
Earned and owned media
Sponsors will take world cup to people
Publicity
FIFA FAN FEST
This was covered hugely in the media
MEDIA COVERAGE


Promotion
Logo : "Inspiration"

Mascot :
Fuleco ; armadillo
Publicity through fantastico
internet : online voting for
name
Football + ecology = fuleco



Promotional tour of the world cup across
various countries.
Fuleco travelled around the world
Slogan : ALL IN ONE RHYTHM.
Posture : An entire country at footballs
service Brazil and football: one shared
identity
Music :
In January 2014, FIFA and Sony Music announced that
the official song for the tournament will be "We Are One
(Ole Ola)" by Pitbull, Jennifer Lopez and Claudia Leitte.
A customized version of the song "Dare (La La La)" by
Shakira, who provided the official song of the 2010
tournament, will be used as a secondary theme song.
Sony also launched a global music contest entitled 'SuperSong' to
select a song for the competition's official album, One Love, One
Rhythm.The contest allowed any person to submit a song via a website,
with the winning entrant to be professionally recorded by the singer
Ricky Martin.In February 2014, American Elijah King was chosen with
the song "Vida.
In March 2014, FIFA also announced the addition of an official anthem,
selecting the song "Dar um Jeito (We Will Find a Way)", recorded by
Avicii, Carlos Santana, Wyclef Jean and Alexandre Pires.

Public Relation
Ticket fund
Initiative to give access to the matches along with
sponsors, mainly to the population at South Africa
Personal Selling
Tickets
Internet
http://www.fifa.com/
https://www.facebook.com/fifaworldcup

Sponsorships
After the 2006 FIFA World Cup FIFA unveiled its new commercial strategy, the
main feature of which was a new, three-tier sponsorship structure.
The primary tier consists of the FIFA Partners, the second tier of FIFA World
Cup Sponsors and the third tier of the National Supporters for each FIFA event.
The six FIFA Partners have the highest level of association with FIFA and all
FIFA events as well as playing a wider role in supporting the development of
football all around the world, from grassroots right up to the top level at the
FIFA World Cup. This allows FIFA and its Partners to form true partnerships,
adding great value to the engagement for both sides.
FIFA World Cup Sponsors have rights to the FIFA Confederations Cup and
the FIFA World Cup on a global basis. The main rights for a sponsor in this
tier are brand association, the use of selected marketing assets and media
exposure, as well as ticketing and hospitality offers for the events.
The National Supporter level is the final level of FIFAs sponsorship
structure, allowing companies with roots in the host country of each FIFA
event to promote an association in the domestic market.
One major benefit of FIFAs sponsorship strategy is the wide product
category exclusivity which is afforded to all Commercial Affiliates,
allowing each brand to distinguish themselves from competing brands in
their product category.

THREE TIER SPONSORSHIP STRUCTURE
FIFA WORLD CUP2014 PARTNERS
ADIDAS
COCA COLA
HUYNDAI
EMIRATES
SONY
VISA

ADIDAS
Advertisement :
All in or nothing

Sponsors :
JERSEYS
Mexico
Spain
Germany
Argentina
Colombia
Japan
Russia
Bosnia and Hierzegovina
Nigeria
Foot ball
Boots

COCA COLA
ADVERTISEMENT
THIS IS THE WORLDS CUP. EVERBODY IS INVITED.
INERNET
Ahhhh.com

SOCIAL RESPONSIBILITY (PUBLIC RELATION) : -
Score big for a school near you.
Soccer ball to schools .
HYUNDAI
PIN MY FAN PARK
Share your moments of joy.
SOCIAL WORLD CUP WITH HYUNDAI
Advertisement and virtual marketing on social
networks.
Promote all new genesis and sonata.
SPORTS MARKETING
Provide vehicles for the event
Road to brazil : interviews with football players
Virtual road trip

EMIRATES
Dont miss a moment even at a height of 42,000
feet.
Passengers could view the matches in the flight.

Advertisement : connecting every fan of the game.
Sony
Sponsors at the digital life category.
One stadium :
Photos of people at Sony website from 12 stadiums
Photo celebration
Photos taken at Tokyo Sony building (Ginza) posted at
website.
Public Viewing
with JICA social programs at 17 cities at Cote dIvorie
Public viewing of matches in Sony HD TV and HQ audio
devices.
friendly football match with multi ethnic teams and
promoting understanding between different ethnic groups.


PAINT stadium
Promote PSVITA ULTIMATE DIGITAL DEVICE
SONY 4K official TV of world cup (BRAVIA)
FAN AMBASSADORS
PLAY MEMORIES ONLINE : photo book themes
TV side view : quick remote control and TV guide
app
Xperia Lounge App : predictor platform score
goals, challenge friends in fb

VISA
Strategy : to add a lot more digital content
samba of the world make a video
Visa Teletransporter : the page viewer can
transport themselves to event/matches etc. most
popular was Van Persies goal against Spain.
Working at the speed of culture : was room
environment was created at Sao Paolo, NY and SF.
24X7 testing content market, reviewing and
reevaluating.


Promotion : 6000 viewers visit pre matches,
dressing rooms and see matches.
Advertisement : United in rivalry diversion from
sports stars noble laureates
Visa everywhere travel report reports of using
visa debit, credit and prepaid cards across brazil
(three fold increase)

CONCLUSION
Most social event than last world cup and
olympics
The reach for SONY SIX increased from past
years
The best performing market for Sony Six so far
Krishnan says, "No prizes for guessing. It has
been West Bengal followed by Kerala,
Mumbai, Chennai and Assam.
The viewers reached 43,968,000.

According to TAM data sourced from the channel
for week 16 to week 26 (13 April to 5 July 2014)
Six has been placed number one for 11 weeks
now. Krishnan adds It is a pointer for the future.
In the next five years many international titles like
UEFA Euro 2016 and FIFA World Cup 2018 will
help our channel immensely. The time zone for
FIFA will be more favorable this time for our
telecast to the Indian audiences as FIFA will be
held in Russia.
Nike outweighed the partners Adidas, with ad
campaigns : winner stays and risk everything.
It is most social world cup and there is social
network involved.
The communication mix had owned and
earned media than paid media.
There is a possibility of corporate over kill.
REFERENCES
http://www.fifa.com/
https://www.facebook.com/fifaworldcup
http://en.wikipedia.org/wiki/World_cup_2014
http://en.wikipedia.org/wiki/World_cup
Wright, S John, Advertising, TMG Hill, 1978.