group8 imc fifa finalppt
TRANSCRIPT
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INTEGRATED MARKETING
COMMUNICATION
OF
FIFA WORLD CUP 2014
GOALKEEPER C013 ANKIT CHOWDHARY
CENTER-HALF C016 TANVI GOKHALE
FULL-BACK C017 SAHIL GOYAL
MIDFIELDER C018 PRARTHANA GULATI
WINGER C019 ABHISHEK GUPTA
STRIKER C063 VISHAL VARADHARAJAN
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ABOUT FIFA 2014
The FIFA World Cup 2014 was the 20th FIFA World Cup
This was the second time that Brazil hosted the
competition
Only Mexico, Italy, France and Germany have hosted
the World Cup twice before
It was the first World Cup to be held in
South America since the 1978 FIFA World
Cup in Argentina
It was also the first FIFA World Cup to use
goal-line technology
An estimated more than 1 billion people
watched the final match
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BRAND COMMUNICATION
L
ogo
The officiallogo of the
competition isentitled"Inspiration",and wascreated byBrazilianagencyAfrica
It is meant to
representBrazil warmlywelcoming theworld to theircountry.
Merchandi
sing Globo Marcas
has been
appointed themasterlicensee byFIFA for allretail productsrelated to the2014 WorldCup
The Caxirola,the officially-recognisedtournamentinstrument
Mascot The tatu-bola,
an armadillo
that defendsitself frompredators byrolling up intoa ball
Fuleco alongwith the FIFAWorld Cup
Trophy thatvisited 88countries
M
usic In January
2014, FIFA and
SonyMusic announced that theofficial songfor thetournamentwill be "WeAre One (Ole
Ola)" by Pitbull
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INTEGRATED MARKETING
COMMUNICATION
IMC
Word-of-Mouth
Marketing
DirectMarketing
InteractiveMarketing
PublicRelations
Events andExperiences
SalesPromotion
Advertising
PersonalSelling
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OBJECTIVE
Football is a sport of global interest amongst all demographic
groups
This translates into a clear opportunity for brands and advertisers,
with 72% of consumers planning to follow the 2014 World Cup
closely
Not only is the potential viewing audience huge, it is also hugely
engaged59% are excited about the World Cup
Within the football viewing audience there is a sub group of
fanatical fans29% who watch or follow as much football as
possible, no matter the team, country or league
Unsurprisingly given location, this desire to follow the World
Cup is strongest in South America
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ADVERTISING IN PRINT
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ADVERTISING - OOH
Budweiser, the official beer sponsor for
the 2014 FIFA World Cup has used out of
home advertising to highlight the strong
creative in their Rise as One campaign
The strong creative coincides with the
strong message behind the campaign-
everyone can rise as one and enjoy the
anticipation of the World Cup
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Facebook
It had adedicated
Facebookpage whichhad millions
of likes allaround the
world
Twitter
@FIFAWorldCup
Had about 300
million tweetswhich wasone of the
highest by anysporting
event
Website
Fifa.comcontains
details notonly about the
organizationbut also about
the specificWorld Cup
YouTube
FIFA on YouTubebrings you thebest in football
videos,
highlights, classicstories,
interviews,documentaries
and behind thescene.
SOCIAL MEDIA
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GAMES
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FIFA app available on different platforms like iOSor Windows
More than 10 million downloads on Google play
store
Videos, live scores, match statistics available on
appFans could follow their favorite players and
teams
MOBILE APPS
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FIFA Secretary General Jrme ValckeNever before have we
sold so many tickets directly to the general public, and this was
important to us. The opening match and the final were even
oversubscribed ten times!
165,000km global tour of 90 countrieswhich was completely
carbon neutral
Highlights on the agenda for FIFA Marketing included press
briefings on the FIFA Fan Fest, the FIFA Interactive World
Cup, the Volunteer Programme as well as the popular
Youth Programme activities
PUBLIC RELATIONS &PUBLICITY
FIFA FanFest Quotes
Few places on earth host a party quite like Brazil.
Add in the worlds greatest sporting event and aselection of the Host Countrys most iconic
locations, and the FIFA Fan Fest promises to be
a legendary I was there moment at the 2014
FIFA World Cup Brazil
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OFFICIAL SPONSORS
Adidas Continental
McDonalds Marfrig
Yingli Solar Oi
Johnson&Johnson
Budweiser
Coca Cola Castrol
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SPONSORS - EVENTS
Salient Events
3. Oi
Dream Team Contest
Run a sweepstakes offer
for purchasers
4. Marfrig
Activate using two of
their most popular
brandsMarfrig and
Moy Park
Salient Events
1. McDonalds
Player Escort program
McDonalds Ultimate Fan
Crew World Cup
2. Budweiser Rise As One
#BudHotel
Budweiser Man of the
Match
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Direct andInteractiveMarketing
One billionWorld Cuprelated postson Facebook
300 MillionTweets relatedto the WC
3 Billion peoplewill watch atleast onematch
15,000AccreditedJournalistsfrom countries
DIRECT AND INTERACTIVE MARKETING
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EVENTS AND EXPERIENCES
ExperiencingMatches
Aquarela SeriesStay in Private Suite, Attend all 19 matches in Rio, Sao Paolo, BeloHorizonte.
Venue Series - Buffet-style catering before and after the match. Premium beverage
service before and after the match.Team Specific SeriesStay in the same Hotel as your nations football team.
Final Round SeriesStay in Deluxe Suite.
Single Match Hospitality
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WORD OF MOUTH - TICKETING
FIFA established a special entity, the FIFA Ticketing AG, as well as a
dedicated Ticketing Sub-Committee.
The policy worked with Brazilian fans receiving 64% of the total tickets
allocated to the public.
50,000 were donated to the Brazilian government by FIFA to be
distributed free of charge among the countrys indigenous population
and families that qualify for the Programa Bolsa Famliaa social
welfare programme aimed at low-income families.
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Unaware of Product
Awareness
Knowledge
Liking
Conviction
Preference
Purchase
KNOW
DO
FEEL
Cognitive Phase
Behavioral Phase
Affective Phase
Media
Advertising
Publicity
Sales
Promotion
Personal
Selling
HIERARCHY OF EFFECTS
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0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 80,000
2014 Brazil
2010 South Africa
2006 Germany2002 Japan / South Korea
1998 France
1994 USA
1990 Italy
1986 Mexico
1982 Spain
1978 Argentina
Average attendance per game
The impact of IMC can be gauged by the numbers as displayed above:
The total attendance in all the football matches has been significantly high and is thehighest after USA 1994
The average attendance per game has also increased significantly, in spite the fact that
the number of matches have increased to 64
IMPACT
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0 1,000,000 2,000,000 3,000,000 4,000,000
2014 Brazil
2010 South Africa
2006 Germany2002 Japan / South Korea
1998 France
1994 USA
1990 Italy
1986 Mexico
1982 Spain
1978 Argentina
Total Attendance
Total Attendance
The IMC of FIFA World Cup 2014 has resulted in reaching out to the mass which has left
out of the gala event for many years now.
Example of this can be seen in the Coke ad which claims that it is not the World Cup but
the Worlds Cup
IMPACT
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GOOOOOOOOOL!JOGO BONITO