Effectiveness of Sponsorship Strategies

Effectiveness of Sponsorship Strategies This paper discusses how Under Urmour gets noticed by the customers. It does this by; making its brand personally relevant, surprising, and easy to process; use of objective and subjective comprehension through sponsoring up-and-coming athletes and ensuring that the consumers can clearly see different models as well as its mission and guarantee on its website. The paper also discussed how Coca cola and Pepsi are marketing their brands to teens worldwide via music. OPTION 2 HOW UNDER ARMOUR GETS NOTICED What is Under Armour doing to make its brand personally relevant, surprising, and easy to process? Initially, the company positioned itself as a brand for the athletes of the next generation by sponsoring upcoming athletes; which is in contrast with its competitors such as Nike who only sponsor established athletes. The audience interprets this as a gesture of community service by promoting new athletes who are known for their dedication and athleticism. The Under Armours brand gains customer attention and visibility as these sponsored athletes perform well. Additionally, Under Armour has put tremendous effort to attract women to its brand. In the past decade, the company has increased its credibility by investing heavily in terms of time and energy to reach the female consumer. In Sept 2010, the company launched a Facebook fan page for women called Under Armour Women, where members can get to upload various videos articles, and workouts. The aim is to market its products to the females just the same way it does to their male counterparts (Mick, 1992). The company gives incentives to its customers such as wholesale discounts or discount on new products. To further maintain the element of relevancy and surprise, it sells variety of sports gear both light and heavy for both sexes. The company has also established a healthy long term relationship with its retailers, wholesalers as well as their customers. The bottom line is; persuasion is the primary element of the companys marketing goal which consists two key ingredients: credibility and relevancy (Mick, 1992). The role of objective and subjective comprehension in Under Armours ability to market its products by sponsoring up-and-coming athletes Objective comprehension is usually understood as the extracting or grasping of a pre-specified meaning from an advertisement; these meanings are normally given or rather directly implied by the advert as intended by the advertiser. Thus, objective comprehension is basically a one-dimensional construct with the major aim of ensuring the recipients of the message draw accurate amount of meaning from the message. On the other hand, Subjective comprehension is understood as the creation of meanings by an individual through the activation of mental perceptions related to the advertisement and the processing context (Mick, 1992). By using the objective and subjective comprehension in the adverts, consumers can easily draw practical comprehension inferences that cannot be linked directly to the advert message. Thus, through sponsoring up-coming athletes, the consumers draw practical comprehension conclusions that the company is not only promoting a high-quality product but also promoting the community welfare. The use of the objective and subjective comprehension in the advertisements makes the consumers feel more involved and also helps them to acquire higher product knowledge which in turn increases their comprehension elaborations. As a result, Under Armour does not personally sell of their products; the advertisements helps customers know what the company is all about (Mick, 1992). Why would Under Armour want to be sure that consumers can clearly see different models as well as its mission and guarantee on the brands website? Unlike its competitors such as Nike; Under Armour has an optimistic perspective of helping athletes develop their careers. Additionally, for the past decade, the company has provided its customers globally with precisely superior products engineered with their unique fabric construction, as well as absolute moisture management proven innovation in all its products. The company has been building a strong brand image over the past years giving it the following strengths: a strong brand equity for both the company and customers; innovativeness couple with professional armature athletes sponsorship giving it good public relations; a superior brand; has a strong brand name; has a unique, recognizable logo; rapid growth; and produces high quality apparel. Thus, with the unique and practical mission statement coupled with the companys distinctive strengths, Under Armour wants make sure that the consumers understands that they are getting the best products in the market as well as getting a good value for their money (Business Teacher, 2012). OPTION 3 Marketing to Teens Worldwide via Music The long-term results that Coca-Cola and PepsiCo hope to achieve by investing heavily in marketing to teens around the world. The long-term result that Coca-Cola and PepsiCo hope to achieve by investing heavily in marketing to teens globally is brand loyalty. Brand loyalty refers to the continuous preference by the customer for the products of an existing company. Companies create brand loyalty through; relentless advertisements of their names and brand; protecting their products through patents, product inventions and innovations through continuous research as well as, through development of programs that emphasis on development of high quality products and high-quality after-sales services. Brand loyalty has a positive influence to the manner in which the consumer perceives the product or the company. To create brand royalty, a firm has to relate a brand to human personalities which in turn creates feelings of affection, warmth and belonging to a product (Bryson, 2010). The best way of creating long term brand loyalty to a product is by cultivating feelings of warmth, fondness, and a sense belonging towards this product in people while they are young. The two companies recognize the need to reach the younger audiences because the teenage demographic is expected to represent a third of the worlds population by 2020. Human beings a generally habitual creatures thus, by creating the brand loyalty with teenagers, they will remain royal to this brand even as they grow older. Marketing advantages and disadvantages of associating a soft drink brand such as Coca-Cola or PepsiCo with musical groups that are just beginning their careers. Music is integrating in mass electronic media (internet, tv and radio) advertisements so as to enhance its the advertisement success. Advantages Entertainment Music has the entertainment aspect that makes advertisements more appealing to the audience. This increased attractiveness enables an advertisement to capture more attention. Thus, music enhances the brands, products or services value by connecting it to music (Bryson, 2010). Memorability It is easier to recall a piece of music than images or spoken language because music tends to linger in the listeners mind for long. New music groups mostly have new songs that have not yet bored the audience. As the listeners get to learn the new songs, they also get to learn more about the product. These new songs enable listeners to remember company details such as the company name, webpage or even an appealing slogan linked to the brand (Bryson, 2010). Authority Establishment and Targeting Certain kinds of groups or life styles attribute themselves to certain kind of music. This makes it is possible to appeal to a particular group through use of certain kinds of musical genres. The company can also easily use the new musical groups to target a particular kind of groups or lifestyles than. This is because new music groups are more flexible than established music groups because they are more willing to experiment with various music genres. In this case music serves as a nonverbal identifier. Growth of brand as well as The musical Group As the sponsored musical group gains popularity, the companys brand gains attention and visibility. Disadvantages Not all sponsored music groups end up becoming popular: poor performance of a musical group results in less advertising revenues. Brands have the ability to make up-coming artists into stars but at the same time, these artists have the ability to destroy the brands name by not being successful enough (Bryson, 2010). The reason why the two companies emphasize new music and emerging performers in their ads, rather than well-known songs and groups Brands are identifying and embracing the new ways in which various kinds of audience access music and are finding ways and means to capitalize. With their major targets being teenagers globally, the two companies have realized that, teenagers have a high affinity for new music and also emerging performers. Thus, the up-coming musicians promote their brand while the companies sponsoring and also give their new music some exposure. This is more or less a collaborative process, by leveraging the power of each. It is a fact that there is a greater association to the product or brand being promoted by a new talent than renting an existing talent. This is because the young people love the element of surprise in the brand image (Bryson, 2010).

The Misuse of Torture in Rendition Essays -- Film Analysis

What if someone you love just disappeared? The United States used this same idea to install a program known as the extraordinary rendition. It was put in place during the Clinton administration, but became publically recognized after 9/11. In the context of the movie, Rendition, rendition refers to the transfer of suspected terrorists outside of the United States to a foreign country, where harsh interrogation and torture takes place. Although Rendition was installed to protect the United States from terrorist attacks, the rendition of Anwar El- Ibrahimi represents the government’s misuse of the program. In the movie, Rendition, a terrorist bombing occurs in a foreign country and an American envoy is killed. An investigation is then dispatched, which leads to an Egyptian who has been living in the Unites States for many years and who is married to a United States citizen. This man, Anwar El- Ibrahimi, is then apprehended on his way home from a business meeting in Egypt. As Anwar El- Ibrahimi is now a terrorist suspect and is appeared to have gone missing on his flight back to the United States, his wife, Isabella El- Ibrahimi and a CIA analyst are trying to figure out where he is. The U.S government wants to find the mastermind who committed such terrorist attacks so they can prevent future attempts like these. In the movie, Alan Smith, CIA Analyst, confronts Corrine Williams, CIA’s Head of Operation Rendition, on human rights and she replies, â€Å"Honey, this is nasty business. There are upwards of 7,000 people in central London alive tonight, because of information that we elicited just this way. So maybe you put your head on your pillow and feel proud for saving one man while 7,000 perish, but I got grandkids in Londo... ...of. The fact that Anwar El- Ibrahimi is abducted under reasons not justified by the cause is crossing the line. The movie Rendition exemplifies the misuse of torture as a way to show us the difference between what is right and what is wrong. Although someone seems like a terrorist, the U.S government cannot abduct such person solely on that assumption. One must look at the background and analyze their entire lives. Torture and rendition are a very sensitive and extremely controversial issue, but one must take a step back and realize what stops the government from torturing oneself. Works Cited "Rendition Quotes." Movie Quotes - Subzin.com. Web. 22 Dec. 2010. . "Rendition (2007) - IMDb." The Internet Movie Database (IMDb). Web. 22 Dec. 2010. .

How Langston Hughes exemplifies the African American Essay

Abstract Prejudice is the key feature in the authors theme. He wants to tell away about how people singles out people based on these people appearances, racial background affiliations and social ranking. Harper Lee has done well to show how the stigmatized people are innocent and oblivious of the prejudices against them. It is common knowledge that it’s way off to kill a mocking bird. The mocking bird in Harpers story is Boo Radley. Boo has not indulged in any harmful activities nor hurt anyone across the social Diaspora. However, Boo is looked down upon due to his social rankings and looks. However, Harper is also determined to show that prejudice is not in any way such a big deal in a sidelined person’s life. He shows courage and human dignity. This is well understood from the actions and feelings of Boo Radley. Prejudice, the self and the Character of Boo To Kill a Mockingbird identifies Arthur Radley as a courageous person. He saw evil in people who committed evil; he sought after positive projections in the society and wished better life for everyone. He is a patriotic and wonderful person. We identify perception about him through the children, they though he was evil based on the rumor ‘he struck his parent with scissors and wiped the bloody scissors with his pants which means he attempted murdering them These rumors scare Jem and Scout and make them eye Boo suspiciously. He is a fearful figure but confident. His character shows self assuredness and focus. Boo is mockingbird, he knows it and is keen on projecting himself as a steadfast and good citizen though looked down as an outcast of Maycomb. Boo has courage and hope. He has been locked away in his house just like Tom who was accused of rape (Lee, 195). Similar prejudices befall Boo, he saves Atticus children and no one looks at if it as anything of importance. However Lee advices against this in pg 90 when he says ‘Shoot all the blue jays you want, if u can hit ‘em, but remember it’s a sin to kill a mockingbird’ (Lee 90).   Killing a mocking bird is also seen when the sheriff is not honest about the death of Bob Ewell. Ewell was stabbed as Boo tried to save Atticus kids. Boo is not convicted for his good deed since the sheriff declares that Ewell fell on his knife and died. Boo indeed sacrificed himself for Jem and Scout. People in Maycomb make wild allegations about him just because he doest seem fit to be one of them. However, we see perseverance, a lot of tolerance and a focus to remain loyal and committed to do good things in Boo. In spite of this prejudice, he serves and helps people. He is kind and a role model. In the book Lee exemplifies these attributes through Boo wrapping a blanket on Scout (Lee p.46).   Boo is also charged with the rape of Mayella Ewell. This is an indication of prejudice, but he doesn’t seem to be in bad terms with his detractors. He is focused on being positive minded. The burning of Maudie’s house is another picturesque that projects the good side of Boo. Boo pities, feels and seeks after doing good rather than watch and laugh as people enjoy ruin Conclusion A mocking bird is more of a social asset rather than a mocking object. We should have a very positive attitude towards people, stop being racist and quit playing apartheid practices. Boo exemplifies exemplary behavior and showcases respect to elders and all other social members without prejudice. We should uphold and force it down to our children and emulate positive attitudes as exemplified by Boo Source Lee Harper (1930)To Kill a Mockingbird   

Starbucks Business Plan - 31663 Words

January 6th, 2011 Expanding in the Danish market for the coffee shop chain industry – with Starbucks as an illustrative case Table of contents Figures of contents 5 Title sheet 8 1 Executive summary 9 2 Introduction – what is Starbucks? 10 2.1 Subject field 11 2.2 Problem and problem formulation 11 2.3 Project design 12 3 Methodology and theory of science 14 3.1.1 Three methodological views of Arbnor and Bjerke 14 3.1.1.1 The analytical view 15 3.1.1.2 The systems view 17 3.1.1.3 The actors view 19 3.1.2 Four sociological paradigms of Burrell and Morgan 21 3.1.3 Functionalist paradigm 22 3.1.4 Interpretive paradigm 23 3.1.5 Radical humanist paradigm 23 3.1.6 Radical†¦show more content†¦3 Systems Explanation and Systems Understanding page 18 Figure 4 Simultaneous Processes page 20 Figure 5 Four paradigms for analysis of social theory page 22 Figure 6 Combining Arbnor and Bjerke’s thinking with Burrell and Morgan’s page 25 Figure 7 Four paradigms for analysis of social theory and own interpretation page 26 Figure 8 Screening Process for Potential Markets and sites page 30 Figur e 9 Basic Design School Model page 31 Figure 10 Framework for creating an expansion strategy page 32 Figure 11 The marketing environment model page 33 Figure 12 Degree of turbulence page 37 Figure 13 Determinates of Customer Perceived Value page 39 Figure 14 The Five-Stages Model of the Consumer Buying Process page 46 Figure 15 A Map of strategic groups in a hypothetical industry page 51 Figure 16 The Business Model Canvas page 56 Figure 17 Market Expansion Matrix- Ansoff’s Matrix page 59 Figure 18 Entry Modes Decision page 62 Figure 19 The incremental strategy (waterfall approach) and simultaneous strategy (shower approach) page 67 Figure 20 Combing methodology and theory page 73 Figure 21 The Marketing Research Process page 75 Figure 22 The division of the population in the 15 biggest cities in Denmark page 82 Figure 23 The age division of the Danish people who lives in the 15 biggest cities page 83 Figure 24 Segmentation of the Danish market by geographical criteria page 84 Figure 25 Segmentation of the Danish market by age pageShow MoreRelatedBusiness Plan For Starbucks Business1477 Words   |  6 Pages 1. 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