If ‘Coca-Cola’ were the name of a person, how would you describe that person? How does that person make you feel? Consumers often prefer products that have a strong, positive image. An important ingredient of this image will be the associations that are evoked in the mind of the consumer. The ‘ brand personality’ is what people think and feel, consciously and subconsciously, about a company identity or product and is described the same way as you would a person.
It is necessary to create the right image i.e. one that closely matches consumers’ feelings and expectations of what the product should be like. Marketing managers try to build on associations between products and other aspects of life. Sponsorship is one way of building these brand associations.
Sponsorship involves providing financial support, creative input, media support, and experience to an important event or activity organized by another party. In return, the company receives a public opportunity to be seen to support and be associated with an event, activity or person. Sponsorship is a crucial part of a public relations strategy because it is possible to reach a target audience with a specific message.
‘Coca-Cola’ Sports Sponsorship
‘Coca-Cola’ is one of the top global sponsors of sport. The rationale for sponsoring international and local sporting events is that it is “a natural fit”. By matching the brand with world standard events ‘Coca-Cola’ benefits from the exposure and the associations made between it and the event being sponsored. Equally by ensuring that local events are sponsored the brand is exposed exclusively to a local market and will thus be seen as a local brand. By devising innovative and tailored marketing programmers based on local consumer insights, sales can be increased in the ready-to-drink nonalcoholic beverage market. Local offices around the world ensure that the company participates and supports local communities. ‘Coca-Cola’ is aware of what is relevant in the lives of its target market such as sport, music and fashion. Life experiences are created around these interests. By getting involved in these daily experiences ‘Coca-Cola’ meets its sponsorship objectives.
By capturing the pace and vitality of the ‘Coca-Cola’ brand and by referring to the refreshing nature of the drink, a strong message is sent to the consumer about how the product is being positioned in the market place. Attributes of the product suitable to sports sponsorship are highlighted. By positioning ‘Coca-Cola’ as an icon and leading brand that mentally and physically boosts consumers, associations with major sporting events are reinforced.
Brand Positioning
‘Coca-Cola’s’ brand personality reflects the positioning of its brand. The process of positioning a brand or product is a complex managerial task and must be done over time using all the elements of the marketing mix. Positioning is in the mind of the consumer and can be described as how the product is considered by that consumer. When researching the positioning of a product, consumers are often asked how they would describe that product if it were a person. The purpose of this is to develop a character statement. This can ensure that consumers have a clear view of the brand values that make up the brand personality, just like the values and beliefs that make up a person. Many people see ‘Coca-Cola’ as a part of their daily life. This affinity between the brand and the consumer leads to a high degree of loyalty and makes the purchasing decision easier. Brand positioning guides ‘what’ will be communicated in the company’s advertising, while the character statement guides ‘how’ a message should be delivered or put across.
Sponsorship and the Marketing Mix
The Marketing Mix is the name placed on the ‘4Ps’ of marketing – Product, Place, Price, and Promotion. It is this fourth element, Promotion, which is focused on in this case study. This involves communicating the benefits of a product to increase sales and ultimately profits. There are four main methods of promoting the benefits of a brand.
- Advertising
- Personal Selling
- Public Relations & Sponsorship (PR)
- Sales Promotion
The combination of these four methods constitutes the Promotion Mix. Public Relations is about communicating with the media to create good publicity for a firm or its products. The media then communicate these activities to the public.
One of the marketing department’s functions is to manage public relations and maintain a positive and beneficial image of the firm’s policies and products. The aims of the Public Relations Manager liaising with the marketing function are to –
- Make the public aware of the existence of the firm and maintain the good name and image of ‘Coca-Cola’ by issuing press releases, organizing news conferences and informing the public about the firm’s activities.
- Maintain goodwill amongst the public for the company. Goodwill is the likelihood that the existing customer will return and can be equated with brand loyalty. Brand loyalty occurs when customer’s repeat-purchase a particular branded product on a regular basis. ‘Coca-Cola’ has a high level of brand loyalty. When you want a drink do you automatically pick up a bottle of ‘Coca-Cola’?
International Sponsorship
Coca-Cola’s’ powerful brand personality has become a vehicle for promotion in its own right, sponsoring many events both on a global and local level. The company has long been associated with global events such as The Olympic Games, The FIFA World Cup, Rugby World Cup and Special Olympics. Coke has also been linked to world fairs and national exhibitions since 1905. With the Olympics blossoming in popularity and complexity, increased attention has been turned to serving the growing crowds and to supplying the needs of the athletes and organizing committees. In many countries where Olympic associations lack full government sponsorship local bottlers of ‘Coca-Cola’ donate funds to aid potential Olympians as the partnership of ‘Coca-Cola’ and the Olympics continues to grow.
‘Coca-Cola’ was the official sponsor of the Olympics 2000 Games held in Sydney maintaining an unbroken presence at the games since 1928. The company has already contracted to sponsor both the summer and Winter Games through to 2008. ‘Coca-Cola’ will be the official global sponsor of the Special Olympics to be held in Ireland in 2003 (this is the first time the games will be hosted outside the US). As the Olympic Movement’s longest-standing corporate partner, ‘Coca-Cola’ has aided the evolution of games together with more than 190 National Olympic Committees assisting thousands of athletes in their training.
Football
Coca-Cola’ also sets out to support football at every level of the sport. On a global basis ‘Coca-Cola’ has been a sponsor of the World Cup since the 1978 tournament in Argentina through to France in 1998 and into the new millennium. In Europe, ‘Coca- Cola’ is involved with the European Championship and plays a prominent part in making the event such a success. The global popularity of football makes it an ideal sport for ‘Coca-Cola’ to build on the life experiences of their target group. At these events ‘Coca-Cola’ has exclusive product availability in the non-alcoholic beverage category. To support ‘Coca-Cola’ ’s association with football, ‘Coca-Cola’ created the very successful ‘Eat football, sleep football, drink ‘Coca-Cola’ campaign and the ‘World Cup for fans’ campaign. These campaigns highlight the natural link between having a ‘Coca-Cola’ and enjoying the experience of watching a football game.
National Sports Sponsorship – In addition to sponsoring sporting events, their involvement extends to many community and education programmers in Ireland.’ Coca-Cola’ is a local business as much as a global one. It takes its responsibilities as a supporter of local community events seriously.
Football – As football is about fun, excitement, passion, pride and shared enjoyment ‘Coca-Cola’ tries to match this feeling within its brand. The company supports local football because it matches its customers’ interests. This market driven approach involves listening to what people say and giving them what they need and want.
‘Coca-Cola’ is also the official soft drink sponsor of GAA providing strong support for the International Rules football series. The Association President Joe McDonagh stressed the importance of this sponsorship as it ensured a successful series. Locally ‘Coca-Cola’ supports and is present at all the national hurling and football games. The brand is also present at GAA schools level matches i.e. Leinster Secondary Schools Hurling and Football Championships, Feile nan Geal, Feile Peile and under 14 Hurling and Football.
