Download - GRP Presentation- Sport Sopnsorship in Nepal
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SPORT SPONSORSHIP-LINKEDMARKETING COMMUNICATION:
A Study of Nepalese Organizations
BANDANA ARYAL
MBA
Apex College
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Background of the Study
Sport sponsorship is of great importance since it is
the part of the promotional mix that supports the
interest of the company by associating it with sport
events
Sport sponsorship has a history of 30 years and less
than 2 decade in Nepal
No record of research on sport sponsorship in Nepal
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Sponsorship
Provision of assistance either financial or in kind to
as activity by a commercial organization for the
purpose of achieving commercial objectives
(Meenaghan, 1983)
Sponsorship holds a unique position in the marketing
mix
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Statement of the Problem
Very few research done internationally
No any research done in Nepal
Sporting events are not being commercialize
Those who sponsor in sporting events are unaware of
its marketing values
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Statement of the Problem
What are the objectives of sport sponsorship used by
Nepalese companies?
How can the selection process in sport sponsorship
be described?
How can the effectiveness of sport sponsorship be
evaluated?
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Objectives of the Study
To find the reason behind using sport sponsorship by
various companies
To find out the objective of sport sponsorship for
companies
To find out the selection procedure use by different
companies in sport sponsorship
To find out the effectiveness of sport sponsorship onincrement on sales volume
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Research Design &
Methodology
Research Design
Descriptive Research
Quantitative Research Technique
Location Kathmandu Valley
Sampling
Convenience Sampling 150 Respondents
2 Organizations
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Research Design &
Methodology
Instrument for Data Collection
Structured Questionnaire
In-depth Interview
Secondary Information Data Collection Procedure
Collect through personal visit
Analysis of Data Data collected from above instrument were analyzed,
categorized, ordering, ranking and tabulated through MS Excel
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Results & Discussion
Descriptive AnalysisKhetan Group
Objectives of Sport Sponsorship Corporate image, client entertainment, employee relations, public awareness,
public perception and CSR Brand Awareness, brand building, generate visibility, generating publicity to
avoid clutter and media reach
Selection Process in Sport Sponsorship Popularity of sports (Football)
Popularity of events (National Division League)
Relatedness with the nature of the product (Red Bull)
Possibility of increasing brand awareness
Geographical reach of sport and events
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Results & Discussion
Evaluation of Sport Sponsorship Effectiveness
How effective was the event? To what extent, did event impact the target
public?
Did event change the targeted public in unexpected ways?
Whether desirable or undesirable? How cost effective was the event?
What was the lesson learned that will help improve the future events?
In-event surveys
Post-event surveys
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Results & Discussion
Surya Nepal Private Limited Objectives of Sport Sponsorship
Strengthening Surya Nepal as a trademark
Employee incentives, community relationships, reaching other executives,
enhancing recruiting and increasing consumer involvement
Brand positioning, increase sales and reach the target market
Generate visibility and publicity
Selection Process in Sport Sponsorship
Popularity of sports with their target group
Relatedness with the nature of the product
Possibility of increasing brand awareness
Association of sport and brand (Golf in Nepal and Surya Nepal)
Geographical reach of sport and events
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Results & Discussion
Evaluation of Sport Sponsorship Effectiveness
In-event Surveys
Post-event Surveys
Sales Conversion Surveys
Lead Tracking
Media Coverage Analysis
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Results & Discussion
Quantitative Analysis
Respondents Profile
Gender wise participation of the respondents
Male (74.7%), Female (25.3%)
Age wise participation of the respondents
15-25 (44%), 26-35 (52%), and 35 and above (4%)
Profession of the respondents
Students (44%), Service (40.67%), Business (14.67%) and Professor(0.67%)
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Results & Discussion
Involvement of Brand on Sport Sponsorship
Sponsorship of Different Sports
18.00%
10.00%
43.33%
28.67%
CG
Khetan Group
Ncell
Surya Nepal
13.33%
80.00%
6.67%
Cricket
Football
Golf
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Results & Discussion
Importance of Media on Sport Sponsorship
The importance of
using of the media on
sport sponsorship Mean
Standard
Deviation
Minimum Maximum
Increase brand
recognition 1.42 0.821 1 4
Increase customer loyalty 2.23
0.86
1
4
Increase sales volume 1.97 0.948 1 4
Develop brand
awareness 1.75 0.984 1 4
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Results & Discussion
Relationship between sports and brand involvement in sport
sponsorship.
Sports having most
sponsorshipTotalCricket Football Golf
Brand
involvement in
sport
sponsorship
CG 4 21 2 27
Khetan Group 2 12 1 15
Ncell 9 54 2 65
Surya Nepal 5 33 5 43
Total 20 120 10 150
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Findings
Sport sponsorship in Nepal is in primitive stage
Organization mainly sponsor in events rather than
teams
Organization mainly sponsors the sport which
represents and resembles their brand
They relate sport sponsorship as corporate social
responsibility
Sporting events also develop positive perceptions
about brand and company
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Conclusion
A sport of broad public interest is more attractive to
sponsor than other types of sports
It is important that it exist image compatibility
between the sponsor and the sports entity
Long-term relationships in the sponsorship are
important criteria for both the sponsor and the sports
entity Local sponsorship strengthens community and
regional relations
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Recommendations
More research need to be done on sport sponsorship
in Nepal
Organization should select sporting events
according to the nature of product or services
Sporting events should not only directed towards
marketing strategy but also should be focus more
towards CSR activity
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Thank You