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Heineken Sponsorship

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by

Karl Davitt

on 26 March 2013

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Transcript of Heineken Sponsorship

Celebrity Endorsement Heineken generally avoid individual sponsorships and celebrity endorsements, however in 2009 Eva Longoria was the face of Heineken Light Positively positioned. Marketing Communications Sponsorship Group 12: Mike Murphy, Karl Davitt, Maureen Guiney- Gleeson & Ben Woods Celebrity Endorsement Heineken generally do not use celebrity endorsements however in 2009 Eva Longoria was the face of Heineken Light What is Sponsorship? "Sponsorship is a commercial activity whereby one party permits another an opportunity to exploit an association with a target audience in return for funds, services or resources" (Fill 2009 p599). Advantages and Disadvantages Advantages.... Exposure to a particular audience. Disadvantages... Loss of credibility. Function-based similarity Image-based similarity High High Low Low Dimensions of Sponsorship Interaction Adds to company brand value - being associated with sponsor - logo appearing on all supporting material. Ability to penetrate new markets. Relationship Building. Exclusivity. Heineken activate their sponsorships in a variety of different ways Sponsorship plays a key role in Heineken's marketing mix. Committing too much to attain sponsorship. Can be limited to single target demographic. Timely. Low control over brand. Very clear on who they are going to target with their sponsorships and know exactly what they are looking to get out of it. Heineken have amassed a vast portfolio of Event Sponsorships Sponsorship ties in with key areas of Heineken Firstly it ties in with one of the company's core values of enjoying life

Secondly it ties in with the aspect of Heineken being a premium beer as they hold many premium sponsorships

Finally it is closely linked with Heineken's Marketing Campaign which uses the tag line... Sponsorship is used strategically to drive content for advertising etc. (secondary objective) Their Sponsorship works so well that

"Even non-Heineken drinkers are getting closer to the Heineken brand because of it," Hans Erik Tuijt Global Manager of Sponsorship Activation Emmett, J. 2010; Heineken takes sport seriously; Sports Pro; SportsProMedia.com; Available on http://www.sportspromedia.com/notes_and_insights/heineken_takes_sport_seriously/ as accessed 23/03/13 Other selection criteria used by Heineken are based on 2 aspects... Functionality - How close the nature of the sponsorship is to the core function of the business Image - How close the nature of the sponsorship is to the image that the business wants associated with the brand 1. 2. Poon, D.T.Y & Prendergast, G. 2006; A Framework for Evaluating Sponsorship opportunities; International Journal of Advertising; Volume 25; Issue 4; Pg 471-487 Appealing to their target market is one of the main contributing factors for Heineken when choosing their sponsorships. Heineken predominantly use Event Related Sponsorship as that is most suitable to its brand Mainly Sponsorship is used to facilitate a customer-led approach to building the Heineken brand (primary objective). But what makes the best in class? ACTIVATION "We try to bring it alive and make the viewer's experience a bit better; be it at home, be it in the pub or in the stadium or even online." Hans Erik Tuijt Global Manager of Sponsorship Activation Emmett, J. 2010; Heineken takes sport seriously; Sports Pro; SportsProMedia.com; Available on http://www.sportspromedia.com/notes_and_insights/heineken_takes_sport_seriously/ as accessed 23/03/13 Recommendations Many countries are beginning to ban alcohol sponsorships Strength of the 'H' in Heineken This has already been in place in France for many years Studies in semiotics show that people can identify companies/brands simply by colours or typefaces ... or the Heineken star Heineken Exposure Bibliography CEOFORUM GROUP 2012. Sponsoring success [Online]. Available from: http://www.ceoforum.com.au/article-detail.cfm?cid=6342&t=%2FHansErik-Tuijt-Heineken-Lion-Australia%2FSponsoring-success [Accessed 20 March 2013].
Fill C, 2009. Marketing Communications Interactivity, Communications and Content. Fifth Edition. Essex: Prentice Hall.
Heineken 2013. Heineken Open Your World [Online]. Available from: http://www.heineken.com/ie/Home.aspx [Accessed 18 March 2013].
Heineken Italy 2012. Case Study: Champions League Match vs Classical Concert- Real Madrid vs Ac Milan [Online] Available from: [Accessed 25 March 2013.].
James Emmett 2010. Heineken takes Sports seriously. Available from: http://www.sportspromedia.com/notes_and_insights/heineken_takes_sport_seriously/ [Last Accessed 25 March 2013.]
Ruddick, G. 2011. London 2012: Heineken to supply Lager for Olympics. The Telegraph Finance. 4 Feb 2011 Available from: http://www.telegraph.co.uk/finance/london-olympics-business/8301986/London-2012-Heineken-to-supply-lager-for-Olympics.html [Accessed 25 March 2013] We recommend Heineken invest in sponsoring activities more female orientated Beware of Ambush Marketing As they are already heavily invested in rugby sponsorship this would be a simple but effective transition Irish Women's rugby team has been allocated €1.2 million worth of funds from IRFU since grand slam victory Heineken generally do not target their sponsorship activities towards women. Ambush marketing is becoming an increasing problem for sponsors They are significantly cheaper to implement than sponsorship and can be just as effective... ... and in some cases can even over shadow the sponsor somewhat due to viral nature of the ambush We therefore recommend that Heineken develop contingency/mitigation plans to help combat and minimize ambushing of their sponsorships
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