Recently during a cricket match I could see Ford, an auto-car maker sponsoring the cricket matches in New Zealand. I was thinking how could Ford can enhance its sales through cricket sponsorship. Of course, Sponsorship is done with the intention to purchase of sponsor's product.
The perspective that I'm seeing is 'what percentage of the people' who are watching the cricket matches are the potential buyers for the sponsor's product.
For instance, Rolex watches sponsors Tennis, Yachting, Golf. I find it is ok, because the company could find potential buyers in those games. The hobbies and activities of the people match with the kind of product the company manufacturers.
But, cricket I could not see the potential buyers (may be I'm wrong) of Ford car. How to prove? Very difficult. But I could visualize Vodafone, Airtel, ITC, Hero Honda etc., to be. Because people who watch cricket might be able to take telecom services, buy products of daily usage and etc.,
It is known that sponsorship effectiveness can be measured in brand awareness, attitude toward sponsorship, and purchase intentions. Ford may be doing brand awareness among large pool of people out there who watching cricket.
Finally, if you ask me which car would like to buy Maruti or Ford. I would definitely choose Ford for the brand value it possess. But due to some other reasons I had bought Maruti Suzuki Dzire.
The perspective that I'm seeing is 'what percentage of the people' who are watching the cricket matches are the potential buyers for the sponsor's product.
For instance, Rolex watches sponsors Tennis, Yachting, Golf. I find it is ok, because the company could find potential buyers in those games. The hobbies and activities of the people match with the kind of product the company manufacturers.
But, cricket I could not see the potential buyers (may be I'm wrong) of Ford car. How to prove? Very difficult. But I could visualize Vodafone, Airtel, ITC, Hero Honda etc., to be. Because people who watch cricket might be able to take telecom services, buy products of daily usage and etc.,
It is known that sponsorship effectiveness can be measured in brand awareness, attitude toward sponsorship, and purchase intentions. Ford may be doing brand awareness among large pool of people out there who watching cricket.
Finally, if you ask me which car would like to buy Maruti or Ford. I would definitely choose Ford for the brand value it possess. But due to some other reasons I had bought Maruti Suzuki Dzire.
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