August 10, 2010
No company can withstand this temptation, they did her best to meet the World Cup. Among them, the world leading giants, but also for years the small business income of several hundred thousand dollars. Coca-Cola, McDonald and other giants ten consecutive years or even decades sponsored by the World Cup and rewarding; no official sponsorship of the Pepsi-Cola, Nike and other manufacturers have employed various \ Fuji and other Asian enterprises have invested heavily in pursuit of the World Cup, who was home on a great trend; China has not yet embarked on the road of internationalization of enterprises are using their own broadcast media, door knocking the hearts of consumers.
Soccer World Cup in full swing, a brand of the World Cup are being played.
than to spend heavily to win a few World Cup sponsorship, Coca-Cola, McDonald and other international giants in the marketing strategy before and after the World Cup we should think deeply.
giant \
\
This means that Chinese football fans have an opportunity to see the \ In fact, similar to the \
honeymoon with the World Cup, Coca-Cola has been maintained for 50 years. As it is such a \ marketing activities more worthy of recollection.
experience of Coca-Cola Coca-Cola is a red line
!
This is simply nonsense! However, if we read the history of cooperation with Coca-Cola and the World Cup, look at it before and after the World Cup marketing campaign, not difficult to find a red Coca-Cola is playing the role of various forms of experience through the activities, it attempts to self-brand culture and the target group closely tied together.
World Cup in France in 1998, nearly 200 around the world through the bottling company, Coca-Cola launched a series of powerful promotional activities. Including both direct economic benefits of the French Grand Tour, also promising to enhance brand and reputation of the selection caddy, nursing standard-bearer, and set up a \ Exposed through drinking Coke Award Tour event in France, Coca-Cola 18,000 fans States sent France World Cup warm feelings and excitement.
the eve of the tournament, Air Jordan Shoes, Coca-Cola in 60 countries around the world selected 1600 small fans went to France as a caddy and retaining standard-bearer, let them closer to their favorite football star. This honor is the Coca-Cola to the small fans of the most thoughtful gifts. The Coca-Cola, Coca-Cola trademark to wear any of these teenagers, no doubt the activities of the enterprise the best advertising. Sales of view alone, Coca- Cola rose 26% on, this is only the physical benefits, Last night was almost suicidal because of small Wan, as to enhance the brand image of the intangible benefits, it is immeasurable.
March 15 this year , maybe some Chinese soccer fans never forget the day. Close the day nearly ten thousand fans watched the \ Chinese football fans are not just lucky that this, together with Coca-Cola and FIFA, so that \ experience will meet the fans to wear 3D glasses not only have the opportunity to watch the World Cup sensational film can also be \
course Coca-Cola will not forget a detail, that \ No doubt the scene to watch and touch \ Even in the newspapers or watch television news to the fans, will leave a deep impression on the Coca-Cola, for bringing \
In fact, the \ It is understood that this year Coca-Cola will launch a series of worldwide marketing around the 2006 World Cup in Germany integrate public relations activities, such as \ For Chinese consumers and fans, Coca-Cola will \
review the World Cup marketing, Coca-Cola history, it found that Coca -Cola marketing campaign this year, combines a variety of activities, integrated marketing, and one thing in common is the Coca-Cola insisted the thrust of the consumer experience, it is like red the same line through the Coca-Cola overall marketing, making Coca-Cola has been more consumer recognition and appreciation.
accurate McDonald
enter the World Cup official sponsors of the gate, McDonald has not been idle. Although there is no Coca -Cola in a big way, but McDonald has done a \
France World Cup, World Cup period, McDonald sending a group of 6 to 14 year old photographer in Paris along with interviews with fans, so that children get the opportunity to visit the World Cup scene, which Coca-Cola choice caddy and the practice of nursing is quite similar to the standard-bearer, is to create the next generation of deep corporate image.
contrast, \ In the World Cup, which the players staged if the \ This is the \ Obviously, this caring activities to attract a lot of attention while also enhancing the corporate image. From this, the World Cup in France after the survey, 46 % of the respondents would immediately think of McDonald is the official sponsor of the World Cup is not surprising.
the giant World Cup marketing battle, more often referred to Coca-Cola VS Pepsi, Adidas VS Nike, McDonald and KFC on little. This is one of many factors, but it is obvious that McDonald and KFC main customers are different, of course, McDonald are now trying to occupy part of the youth market, but it is still the main groups of children . In the World Cup, McDonald is firmly seize this group had a modest experience activities, but in many hearts of parents and children, won high marks.
World Cup in the competition for eyeballs in the process, the color is not the only Coca-Cola, McDonald , including Yahoo, Gillette are trying to identify the characteristics of their own marketing. Internet site Yahoo is the only official World Cup website specified, so it will promote this as a unique point. \ Gillette will use the players need stamina to prove Jinding lasting battery power has always emphasized performance.
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Adidas World Cup play against Nike
2006FIFA also the expectations of fans, while its rival Nike, Adidas outside competition has been \
in the new Adidas ad, the United States and Mexico, soccer star Pablo Mas Veltroni football star Jia Miluo Sano 3 hours of time to recruit amateur players from the the street or from the beach in Los Angeles. Their goal is to form a team for each race. This ad is one of a series of advertising campaign, as a means to June 9 of 2006FIFA World Cup to attract more eyeballs.
but all the tension of these games are not behind Adidas and advertising companies feel the pressure from rival Nike.
Adidas is the world No. 1 football brand, since 1970 has been the official sponsor of FIFA. Recently, Adidas has signed with FIFA, will be its official sponsorship extended to 2014.
but this time the 2006 World Cup Adidas luck not very good. He sponsored the European champions Greece, Nigeria and China and many other teams have lost the qualification, only 6 teams will eventually wear Adidas Das jersey battle, while Nike \ will be the team who appeared in eight, including five-time world champions Brazil. However, as the FIFA World Cup official partner and exclusive sponsor, Adidas World Cup in Germany, 12 to maintain the stadium advertising rights of all sporting goods category, which means he will be out of the World Cup 64 Nike race track , the TV will completely fail to see the old rivals Nike advertising, then the screen would be Adidas Team demonstrate their skills and in new equipment.
in 2006FIFA World Cup, Adidas advertising investment will reach 1 billion US dollars, and as the world largest sporting goods suppliers, Nike \ Adidas is almost twice higher than its last World Cup, the 14 billion dollars.
win over the fans
a final decisive battle, the world is ready for you.
Cup play 11 players per team, 10 football players are now less, Adidas rely on you!
soon join the \
This is the Adidas section of the website advertisement, publicity is the Adidas World Cup \ Team up.
2005 年 10 月 10 日 10 点 10 points, Adidas opened the company history, the biggest global football marketing campaign off the event. The event is to highlight the key \ The first \ played marketing advertising.
\ For example each player for his team what to do.
and the team can do for each player. \ Look at my team members, share our feelings, our success. the team is the most important! \
activities launched 25 bright stars from different countries: Brazil Kaka as the United Kingdom David Beckham, Argentina Juan Roman Riquelme, France, Zidane, Raul and Spain the host country, Germany Michael Ballack. Adidas will hold a meaningful outdoor advertising campaign to introduce the players and their team, including some huge posters displayed around the local star players style, such as in Germany, near Hamburg central station, there will be a 60-meter-tall billboard posters, while the German football hero Michael Ballack will vividly on it.
< br /> from \ Germany, playing a leading role in the World Cup when their own. David Beckham, Michael Ballack and Shunsuke Nakamura and other players also match the signature Adidas Adidas, speaking in his official Web site of football stories, tell them what the true spirit of football.
This is the largest ever youth Adidas football campaign, in 32 countries and regions around the world to start all over the winner will be gathering in Germany during the World Cup. The most innovative is that each finalist team will have to be a football star led his country, such as the UK Frank Lampard, Italy, Del Piero, China Zheng Zhi and so on. They will fight alongside their national team. Meanwhile, soccer fans around the world have enjoyed the team spirit, through the football matches personality traits to their best performance out.
\. \ Adidas to take this event to promote their own brand communication with consumers and strengthen the Adidas football leader position .
Nike naturally will not miss use the world most popular sport opportunities for enhanced visibility. Nike pioneered the so-called \
Nike and Google join forces to create the world first football fan social network JOGA.COM. This site in March 15, 2006 launch, in 140 countries, operating in 14 languages.
the establishment and operation of the website, Nike and Google Inc. have prepared the 8 months. Nike is the site content providers, and Google is responsible for technical support. Joga. com, run mode and is now in full swing in the Myspace world young people are similar, only difference is that Joga lock a topic, that is football. Nike for global brand management, corporate vice president, said Edward, \ cooperation, inspiration comes from many popular online community. \ everything about football. Nike has begun joga.com on the website sponsored by Nike star video clips and other documentary information on football, but also including football computer games and other digital information. Web site also includes a personal blog, video uploads discussion groups, chat and instant messaging functions. Fans can talk with their favorite players and teams, download videos, create opinion group like activities. Not only that, members can also enjoy online exclusive Nike contract wonderful video players, like Wayne Rooney singled great Ronaldo, the Brazilian Indoor Soccer Fa-Falcao dazzling solo performance skills and so on.
open registration on the site, while also imitating Nike And1 street battle and the sale of live Mixtape model that hold three world indoor soccer Bull on the three races, and all over the world throughout the football season and the Bull DIY virtuoso young soccer tricks video into their official website.
through this integrated blog, Air Jordan 23 Shoes, email, instant messaging, bulletin boards, and can be customized news, create a personal home page of the platform, Nike to achieve its new market tactics, that is, the window through a variety of digital media come close to their core consumers – access to more and more young people to digital information, enhance communication between each other. Nike president Charlie Denson said the new Nike football brand is \ This is their world, their lives, while Nike is just to provide them with a tool.
as FIFA and the tradition of the official World Cup sponsor Adidas World Cup this summer with only six speak for the team, less than Nike eight. Some analysts said that \, \ In the heavyweight team, in addition to hosts Germany, there are two former champions France and Argentina team.
with official organizations in the maintenance of the traditional cooperation, Adidas also increased focus on player endorsements, this is what Nike is very good, and doing so successfully. Now, England David Beckham and Jermain Defoe, Germany Michael Ballack, France Zinedine Zidane, Air Jordans, Patrick Vieira and Cisse, Kaka, Brazil, Spain Raul, Argentina Savio and Latin America have signed 约阿迪达斯. After following the card early this year the last World Youth Adidas has signed up-coming Massey.
and Nike hope to surpass Adidas World Cup Soccer world market first.
Nike, Adidas specially chosen native Germany launched the first wave of attacks – the Olympic Stadium in Berlin, that is, the track World Cup final in Germany this summer, Nike launched its grand will take part in sponsored 8 World Cup team new uniforms. And four years ago, Nike signed the World Cup team owned by the total number has not changed, only the last South Korea and Japan Cup in Nigeria, Russia and Belgium, and switch to the World Cup of the Netherlands, Mexico and Australia. Nike veterans law does not 利塞杜塞奇 French branch, said Nike money into this World Cup has hit the company historical record.
If Nike top players through the establishment of good relations and highlight the high-tech ingredients to their products to maximize the prestige of his brand, adidas is hoped that the public accepted the design and sponsorship status to win the market. Adidas has long been portrayed as a serious player and the fans of the brand image. However, analysts believe, Adidas has been changed. In 2005, the Adidas 1 running shoe introduced computerized Addy, worth 250 US dollars, you can test the comfort and performance indicators to help in the running process to change the shape of shoes, to cope with weather changes, even those running shoes way. February 13, the national team in the Nike released eight new uniforms, while Adidas was held in Munich, Germany, new shoes \ This endorsement by the Trezeguet F50 football boots with clear and interesting fashion style, Adidas hopes it can become a player must choose shoes, especially against Nike Mercurial Vapor3 shoes, the latter being considered to be the lightest football shoe.
Adidas expects the World Cup in Germany before, it will sell the \ Type 1 million pairs of football shoes, and other five teams of one million sets of uniforms. Nike wanted to reproduce the success of 2002. February 13, he announced a World Cup year 2006 sales target: 2,300 million feet sold shoes, 1,000 million and two million soccer 13 national team announced the day of the new uniforms.
Adidas compete for overseas markets in the US and outside the US baseball and basketball arena had to count a lot. His football business is growing in Europe, sales in Asia than the US athletic footwear giant to grow faster. The footwear market occupies 34%, 38% of distance with Nike has been very small. But Adidas Nike in Japan is defeated. That he had a very modest advertising, compared with Nike pale, has also raised the standard of a similar film, fashion advertising. Currently, Adidas markets outside the United States 28%, almost equal to Nike 31%. < br />
stressed Adidas design is a localization of the more successful strategy. Adidas World Cup 2002, sponsored by the Japanese national team in Japan leading Nike, Then the Government also adiZero, a lightweight, thin shoes caught the end of the Asian consumers. Adidas expects Japan to lead a kind of tendency to advocate lifestyle shoes, rather than by technology, performance to win the brand.
Adidas markets in other Asian countries has grown rapidly than Nike, especially China. He invested 800 million US dollars as of the 2008 Beijing Summer Olympic Games exclusive footwear sponsor. Its success in Asia, Nike has invested 4.4 million to promote sponsorship of the national cricket teams of India, sponsored because the status of cricket in India, as if football in China.
Football is the only leading rival Nike, Adidas areas, \ Das also \ While Nike basketball and long distance markets to prevail, but football is a small consumer loyalty to win the world an important market, Nike will not let go. Nike football-related revenue has grown from 4,000 to 10,000 per year to 15 million, now has 33% market share, Adidas is 35%.
every summer, the two companies will create a new wave of competition, but the real winner in this World Cup who gets what, but also to wait until July 9 World Cup in Germany when the curtain fell.
\
When South Korea stormed into the 2002 World Cup in 4 is stronger, everyone stared. Dark horse which was raised the \
football team as South Korea, Hyundai has also made a surprising move, over the BMW, Mercedes and other auto giants to become the official 2002 World Cup sponsor. Prior to this, the list of World Cup sponsor, has not seen the figures of Korean companies, and even business footprint in Asia.
gamble feast
According to public reports, to win the World Cup sponsorship on the cost of modern cars more than 15 billion euros, but this does not include the cost of marketing after. So spending even affected Hyundai recent profits, some people have a high modern car \
\ He analyzed the Road, by 60 billion people during the World Cup to watch the live match and during the large-scale corporate image advertising, Hyundai Motor, received more than 50 billion dollars in direct advertising.
He said Hyundai was the official sponsor for the World Cup advertising expected results. Better than the world renowned Toyota Motor Group and became the official World Cup sponsor, is in itself improve the image of the modern automobile.
whether the facts as Kim Dong-jin said what? According to statistics, since 1999, the audience of 700 million passengers, many of the media through the world, to understand the modern car business value and advanced technology, exquisite design. It also changed the quality of Korean cars cheap second impression.
after the World Cup in Japan for the 2000 World Cup local audience survey, Hyundai Motor image recognition is 67%, this value is 2 months (32%) of the double more. Car in a relatively mature market – Japan to achieve this effect, can be a success.
< br /> recent years, the world major car companies sold less than satisfactory, profits have declined. The modern car sales growth in the United States up to 40% more than in 2005, Hyundai Motor global sales increased by 11%, which increased by 8.7% in the US market, Kia global sales increased by 14%. In the global automotive brands, Hyundai now ranks seventh.
grasp the football, \
Prior to the 1998 World Cup in France, there are many giants won with a high price for the status of World Cup official sponsors. However, the result was not satisfactory. After the World Cup in France, the United Kingdom conducted a survey of scholars this research, many consumers were asked what is the World Cup sponsor, the mind was in chaos last only a few big companies are talking nonsense casually glosses over the results Instead, these are not the World Cup sponsor Nike business tasted the sweetness.
< br /> modern car is out of this crisis, then how?
Kim Dong-jin that modern vehicles during the World Cup organized in various forms of activities to potential buyers who left a deep impression. The impression in the first car buyers to purchase motivation is a central position occupied.
aim of the activities of modern cars is very clear, that people around the world by sharing the World Cup and soccer-specific strength and moving it to give further to the fans around the world deliver the business value of Hyundai Motor and information. In this basis, from the 1999 commencement of the contract signed with FIFA, Hyundai FIFA (FIFA) in close co-operation in promotional, advertising, publicity Deng a comprehensive range of enterprise marketing activities.
worldwide, Hyundai Motor started from September 2001, the appointment of European football hero Johan Cruyff (aged 60) as ambassador for Hyundai Motor Company. And the launching of Johan Cruyff World Cup in person to participate in promotional items – \ The promotional activities include not only giant soccer football signature, Hyundai Motor Show on display, the content of the class, Jordans Shoes, and includes the fans involved in the \
These fans and consumers throughout the world received a tremendous response from more than 50 countries over 4600 teams participated in the contest, enter the finals with South Korea, China and other 11 ball team more than 90 players. Them by watching the World Cup, tourism, visits to factories and other activities, Hyundai Motor and Hyundai Motor to understand Korean culture and technology. Hyundai Motor Company is also actively promote assistance FIFA World Cup made a huge contribution to the success, so that more fans will be linked to modern cars and the World Cup, effectively established a modern car image in the football position, improve the modern car brand.
now appears that by combining the World Cup closely, interactive participation in the global football campaign, build a modern car marketing strategy the guiding principles in the World Cup. Moreover, Nike Air Jordan Shoes, the modern car in the implementation of this idea is also quite unique. For example, for European soccer hero Johan Cruyff personally involved, the signature of a giant football, an interactive mini-soccer and reward.
is worth mentioning that the Hyundai World Cup marketing strategy is based on characteristics of each region developed as a basis for determining the activities of modern enterprises of automobile FIFA World Cup program. For example, in China, the 2002 World Cup team for the first time China participated in the finals, Hyundai has produced a large diameter of 4.5 meters football. The football would be held in Guangzhou, Shanghai, Dalian , Beijing organized a large exhibition and signature at the scene. World Cup, this full of enthusiasm and hope Chinese fans of football giant, the Chinese team in every arena. Clearly, the modern car targeted a \
Moreover, in these activities and propaganda during the World Cup, Hyundai Motor media actively strengthen the cooperation with many, spread all over the world through them, to have totaled 7 billion people in the audience introduced Hyundai brand. In this way, the consumer enthusiasm for football, concerned about the link with the modern automobile sales.
for the upcoming 2006 World Cup in Germany, the modern car is go all out. Not only retained the fruits of the last World Cup marketing – \ Not long ago, Hyundai Motor has provided for the 1253 World Cup car, is also its largest one.
\ FIFA World Cup organizers are thinking about the next list of sponsors, from the modern car body, FIFA seem to see the future.
may sponsor into the World Cup is too large, the Korea-Japan World Cup, World Cup official sponsor of the team are common in a few familiar faces, such as Coca -Cola, McDonald , there has never been Asian companies figure, but this situation has changed in 2002. In Korea and Japan co-hosted the World Cup, from the two countries, including Hyundai, Toshiba and other seven companies become official when the World Cup sponsor, account for almost half of the country.
some have interpreted as, for the World Cup held in South Korea and Japan, so the two companies dared to try, there are also several corporate sponsors is not surprising that the World Cup. Is that really the case? Soon, the 2006 World Cup has arrived, and this is held in Germany. However, the official main sponsor of the World Cup still appeared Hyundai, Toshiba, Fujitsu name, Asian companies no less enthusiasm. This year in April, FIFA once again received a sponsorship from the Asian-handed. From 2006 to 2014, Emirates became the main sponsor of FIFA, it amounts to a total of up to 195 million US dollars. Emirates is also following the Adidas, Hyundai, Sony, Coca-Cola and MasterCard, the become one of FIFA six sponsors.
It is understood that FIFA has commissioned the European Sports Agency contact information of large Chinese enterprises and Chinese enterprises received relevant reports on the focus of the study of the white goods, oil industry and financial institutions. The sources, the FIFA World Cup stadium in South Africa want to see the Chinese sponsor presence.
on FIFA, the growing number of Asian enterprises to participate in the World Cup sponsorship is of course a good thing; but the World Cup about to embark on or have already set foot on the Asian tour sponsored enterprises, the World Cup is a double-edged sword, used properly, may lead to bankruptcy of the disaster.
in the World Cup games, sponsorship is just the beginning, after the marketing is the key. Perhaps, then is the Asia Cup from the modern car to get some inspiration marketing.
World Cup of Chinese enterprises \
in some Japanese and Korean companies have for the World Cup \ It is understood that FIFA has already visited China focus on white goods, oil industry and financial institutions in the field, hoping to \
8000 万 dollars? Not the case. Review of past lessons of World Cup sponsorship, sponsors are now regarded as a sponsorship marketing the World Cup started, then is even more crucial input is greater. It is understood that major sports events often sponsored by Coca-Cola, the later costs of investment in marketing is often \ That is, if the sponsor wants to achieve their marketing purposes in the World Cup, at least to put 320 million US dollars or more inputs.
3.2 billion, the domestic enterprises is what concept? FIFA inspection tour to focus on areas of white goods, for example, the United States in the 2005 annual report, the main business income of 21.314 billion yuan, net profit of 382 million yuan. 320 million US dollars is the United States in 2005 net profit of 8 times, while the US is ranked top three domestic white goods companies.
Clearly, the domestic enterprises to become the World Cup sponsor, or a difficult task, but if they watched the World Cup meant nothing?
With the World Cup in China CCTV broadcast the identity of the sole, combined with unparalleled resources and coverage, and is undoubtedly the main force of the World Cup broadcast. CCTV advertising resources for an upgrade is the brand, close to the consumer great opportunity, but looking back over the past use of domestic enterprises on the performance of advertising resources, people have to sigh.
