A PROJECT REPORT ON SPORTS MARKETING: 2014 FIFA WORLD CUP SUBMITTED BY: PRATIK THAKKAR T.Y.B.M.S. [Semester V] MITHIBAI COLLEGE OF MANAGEMENT Vile Parle (w), Mumbai - 400 056 SUBMITTED TO UNIVERSITY OF MUMBAI ACADEMIC YEAR 2014-2015 PROJECT GUIDE MR. HARIKRISHNAN KURUP DATE OF SUBMISSION 1ST OCTOBER, 2014 DECLARATION I, Mr. PRATIK THAKKAR, of MITHIBAI COLLEGE OF MANAGEMENT of TYBMS [Semester V] hereby declare that I have completed my project, titled ‘SPORTS MARKETING: 2014 FIFA WORLD CUP in the Academic Year 2014-2015. The information submitted herein is true and original to the best of my knowledge. _____________________ Signature of Student [Pratik Thakkar] CERTIFICATE I, MRS. SHALINI PADHI, hereby certify that Ms. ANKITA RATHI of Mithibai College of TYBMS [Semester V] has completed his project, titled ‘ADVERTAINMENT’ in the academic year 2014-2015. ______________________ ______________________ Signature of the I/C Principal Signature of the BMS Coordinator [Dr.D.B.Gadkari] [Mrs.Shalini Padhi] ___________________ Signature of External Examiner Signature of Internal Examiner Acknowledgement No one walks alone on the journey of life. Just where you start to thank those that joined you, walked beside you, and helped you along the way continuously. A research cannot be said to be work of an individual. A research is a combination of views and ideas, suggestions and contributions of many people. I take this opportunity to thank all the people whose cooperation and encouragement made the completion of this research project a possibility. First of all I wish to express my sincere gratitude to my mentor Mrs. Shalini Padhi under whose guidance the Research was undertaken. Without her supervision at each stage of research, the task would not have been accomplished .Last but not the least I wish to thank all the respondents who gave me some of their valuable time to fill up the questionnaires, without which the Research wouldn‘t have been a success. OBJECTIVES OF THE STUDY 1. To find out the buying behavior of the customers coming in to Big Bazaar. 2. To determine the current status of Big Bazaar. 3. To find out the customers response towards Big Bazaar. 4. To study the satisfaction level of customers in different attributes of Big Bazaar. 5. To identify main competitors of Big Bazaar. 1 RESEARCH METHODOLOGY Technology, customers tastes and preferences play a vital role in today‘s generation. Research Methodology is a set of various methods to be followed to find out various information regarding market strata of different products. Research Methodology is required in every industry for acquiring knowledge of their products. Area of study: The study is exclusively done in the area of marketing. It is a process requiring care, sophistication, experience, business judgment, and imagination for which there can be no mechanical substitutes. Research Design - Exploratory Research. Sampling Design: Non Probability sampling- Convenience sampling Sample Size: 50 Customers Data Collection: - Data is collected from various customers through personal interaction. Specific questionnaire is prepared for collecting data. Data is collected with mere interaction and formal discussion with different respondents (primary data). Some other relevant information collected from the company‘s site, brochures, articles (secondary data). Tools of Analysis: - The market survey about the techniques of marketing and nature of expenditure is carried out by personally interacting with the potential customers in Big Bazaar. Limitations of the study Although all efforts were taken to make the result of the work as accurate as possible as survey but the survey have following constraints. Some customers were not willing to give appointment due to their busy schedule. Due to time constraint and other imperative work load during the t period it could not be made possible to explore more area of concern pertaining to study. Personal biases might have come while answer the questionnaire. Some customers were not able to do justification to the questionnaire. Executive Summary As a result of growing consumer resistance to traditional broadcast advertising, firms are increasingly turning to alternative ways to reach consumers and enhance the value of their brands. One alternative that has received particular interest among many firms is Advertainment. However, managers remain uncertain of the legitimacy and the role of advertising their product through entertainment in their marketing strategies, and currently there is little evidence regarding whether firms‘ investments in alternative media is worthwhile. Advertainment has led to product placements in soap operas and branded entertainment through webisodes which have given companies a platform to convey about their product to the masses by connecting to them in more aggressive manner. There‘s a fierce competition for mind share in the world of marketing and promotion. ―On average, a Westerner now gets more than 3,000 marketing messages each day, up from 100 messages a day in 1984.‖ To combat shrinking television viewership caused by emerging technologies and the resulting erosion of the commercial ad, marketers have turned to nontraditional advertising venues, such as product placements, to reach the consumer. Product placement in entertainment media has become standard practice and is growing. Strengthening the power of product placement in films is the market shift toward promotional brand tie-in activities. The objective of such brand communication is to expose the audience to a brand, whereby the effect can be maximized in terms of increased awareness and higher recall, so that the customer will buy the brand which has maximum recall; and to satisfy the customer to optimum level. Financial consideration can often be in the form of explicit payments, free merchandise, or advertisers making deals to promote the film in their advertising in exchange for product placement in the film. From a brand perspective, tie-ins have the advantage of adding a longer shelf-life to the product exposure, rather than relying only on an opening weekend blitz to generate brand recognition and influence purchase behavior. Product placement has existed as an advertising tool in Hollywood from before the dawn of film. It was not however until the 80s that it started to gain great significance, both in terms of funding films but also in terms of increasing sales for the featured brands. India has the world's biggest movie industry in terms of the number of movies produced and numerous audiences to it. The customers can be targeted, influenced by a cost effective way, which also creates value for the brand through a powerful medium like Indian films, that is why many companies are breaking clutter and moving towards product placement. It‘s introduced in films to raise publicity funds for film making which turns out to be source of revenue covering certain percentage of publicity budget resulting in mutual benefit for brands as well as films. This report summarizes the history of Product Placement, demonstrating famous examples, either for their success or for their failure the report also gives insight as to how audiences react to product placement, do they think it as an effective alternative media, if it has any impact on them and if they find it ethical. The report incorporated case studies of few mainstream Hindi films, which include – Om Shanti Om, Goal,Chak De! India, fashion, dabanng, kuch kuch hota hai. It concludes with suggestions regarding areas for future research. It includes primary data conducted to know how people perceive product placements in movies thereby focusing further on the findings and suggestions towards the research. Product placement has come as a blessing in disguise for both, the brand and the filmmaker. But a word of caution is to be always kept in mind, by both the brand and the filmmaker- if as communication purveyors they are looking for better and innovative means of reaching the consumer, the consumer himself is already bombarded with marketing tactics from all over and in the three hours of movie, he would want to forget about all these intrusions, including advertising. Thus overdose of brand placement will only drive away the consumer‘s from the cinema halls, resulting in a flop film and a failed marketing endeavor. INDEX CONTENTS PG.NO CHAPTER -1 INTRODUCTION 1.1 A Historical Perspective 1.2 Nature of Advertainment Message 1.3 Product Integration 1.4 Branded Entertainment CHAPTER – 2 FOCUS ON THIRD ELEMENT OF ADVERTAINMENT 2.1 What is Product Placement? 2.2 Brief History 2.3 The Process CHAPTER -3 DEPTH OF PRODUCT PLACEMENT 3.1 Product Placement Industry 3.2 Product Placement –Tool of IMC 3.3 Purpose of Product Placement CHAPTER-4 PRODUCT PLACEMENTS IN MOVIES 4.1 Marketer‘s View on Product Placement 4.2 Brands and Films 4.3 Impact on Creative Aspect of Movie Making CHAPTER-5 IMPORTANT ASPECTS 5.1 Why Companies are Using Product Placements? 5.2 Favorable approach by Advertisers & Marketers CHAPTER-6 STRATEGIES OF PRODUCT PLACEMENTS 6.1 Classification 6.2 Advantages of Product Placements 6.3 Downside of Using Product Placements CHAPTER-7 MEASUREMENT OF PRODUCT PLACEMENT 7.1 Clean Finance 7.2 Pricing CHAPTER-8 INFILM ADVERTISING ORGANISATIONS CHAPTER-9 PRODUCT PLACEMENTS IN HOLLYWOOD AND BOLLYWOOD 9.1 Brief Overview of Placements in Hollywood 9.2 Brief Overview of Placements in Bollywood CHAPTER-10 ANALYSIS OF BRANDS CHAPTER-11 SUCCESS AND FAILURE OF PRODUCT PLACEMENTS CHAPTER-12 SCENARIO IN INDIA 12.1 Impact on the Bollywood (Without Infilm Advertising) 12.2 MNC‘s Cozy up to Bollywood Films CHAPTER-13 REVERSE PRODUCT PLACEMENT ETHICS OF PRODUCT PLACEMENT CHAPTER-14 CASE STUDIES CHAPTER-15 INFILM BRANDING INTO MARATHI MOVIES CHAPTER-16 CONCLUSION CHAPTER-17 FUTURE RESEARCH PRIMARY RESEARCH QUESTIONAIRE BIBLOGRAPHY Sports Marketing – FIFA World Cup 2014 2 WHAT IS SPORTS MARKETING? Sport marketing is a subdivision of marketing which focuses both on the promotion of sports events and teams as well as the promotion of other products and services through sporting events and sports teams.