World Cup Marketing War: Who Is More Sharp?

Wang Dao, vice president of Budweiser InBev Asia Pacific market, used the following multiple-choice questions to test ordinary people: Coca-Cola / Pepsi Cola, Adidas / Nike, McDonald's / KFC, who are the real sponsors of the Olympic Games and the world cup?

But this does not affect Harbin beer becoming the first Chinese beer brand to appear in the world cup as an official sponsor.

"Becoming the official sponsor of the world cup means that you have good quality, good management and high standards.

Because FIFA is right.

Becoming a sponsor is not just once and for all.

Opponents' pressing, huge investment returns, and picky consumers forced Coca-Cola InBev to do better in order to make the sponsorship more valuable.

The key is, do consumers like it?

Grass roots VS star ambush

Inside the ancient Baotou fan Haizhou, recently unwittingly saw a TV advertisement of the Pepsi signing star.

When he saw the end of the advertising story, he laughed in front of the TV.

"I like this advertisement," he said. "It is not because there are big stars in it, but because it is very interesting and makes people feel friendly."

Zhu Xiaodong, chairman of Europe sports, thinks that Pepsi Cola can spend money on the places it wants because it does not need to pay the sponsorship fee compared with Coca-Cola.

After all, signing the digital world is a popular star, and the price is not a small sum.

"If the market is allowed to be flooded, no one will be willing to sponsor any major activities such as sports, literature and arts, and events, which will deprive many talented athletes, all kinds of organizations and activities of the funds they deserve."

Wang Jing, director of Coca-Cola World Cup promotion, said.

Today, FIFA is not the only poor 24 dollar left on the books in 1974, and has become a more powerful gold swamp.

The threshold of the world cup sponsors has been raised again and again. The lowest admission fee for the 2010 World Cup sponsors in South Africa is US $65 million (the top sponsors of Adidas and Coca-Cola are more expensive).

FIFA is also aware of its interests.

Pepsi Cola has received the FIFA's lawyer's letter and ordered to correct it because of the wording of "Pepsi sponsored World Cup signed several international stars".

But Zhu Xiaodong thinks ambush marketing is a common phenomenon. There are broad sense and narrow sense, such as Pepsi Cola's advertisement, which belongs to the broad sense.

It is difficult to define and limit this accurately.

Jia Jingrong, senior marketing director of Coca-Cola Greater China, told Chinese entrepreneurs that he hoped to make fans "memorable" in a more innovative way in marketing.

This route is referred to as the "grass root line".

Just like Pepsi's performance in advertising, the wisdom of "African people" has triumphed over the world's famous stars.

Based on the "grass roots" is also the core of Coca-Cola's marketing design, and we need to go further: using the unique resources and rights, let the grass roots "celebrate".

Under the theme of "celebrating" - Celebration, we should integrate marketing activities with emotional catharsis and interest pfer, which will eventually lead to terminal sales.

In the Chinese region, Coca-Cola pushed ahead with the activities of the Chinese ambassador to the World Cup before the world cup. According to the Internet vote, a winner was selected to go to South Africa to watch the ball as an official reporter to celebrate the occasion. During the world cup, the "Coca-Cola World Cup celebrating moment" campaign was launched. The online selection of Goal Celebration is the best daily goal. The winner can not only get valuable prizes, but also go to Switzerland's FIFA headquarters to contact the Hercules cup personally.

These two activities have the following common points: first, emphasize the participation of fans (consumers); second, the media use the network means of young people's favorite; third, integrate the unique resources, such as contacting the Hercules cup.

Zhu Xiaodong pointed out that compared with the simple advertising, it is more difficult for the sponsors to do well, and requires a strong integration.

In the Coca-Cola Goal Celebration global promotional film, the audience is reviewing the 1990 World Cup's "African hero", Cameroon player Mira, who runs to the corner flag to twist her ass after celebrating the goal, and suddenly finds the red Coca-Cola billboard in front of him.

Coca-Cola's advertising producers are finding new opportunities for brand promotion through the discovery of old materials.

The theme is also embedded with African elements.

Compared with the rich and colorful market activities during the 2006 World Cup, the marketing goal of Coca-Cola 2010 World Cup is more biased towards terminal consumers, which is also related to Coca-Cola's market position.

For Coca-Cola, its brand image and value have experienced 30 years of deep plough in China, and have formed a stable cognition, without risk to carry out innovative marketing activities.

Since the launch of many new products such as fruit and milk products in 2009, Coca-Cola has made a step towards the goal of Total Beverage Company.

In 2010, Coca-Cola was known to have three new bottling plants.

And Coca-Cola's R & D department has been looking for breakthroughs in the areas of tea drinks and sports drinks.

COFCO Coca-Cola (Coca-Cola's earliest bottling partner in China) told the magazine that the hidden marketing of competitors should make good use of Coca-Cola's $80 million investment in Shanghai to create a global innovation and technology center, which will ensure the continued development of brand and product innovation.

This is actually a powerful means to deal with endless marketing ambushes.

How to popularize new products as soon as possible

Harbin beer also tries to bring the same omnipresent feeling to consumers.

"We want to use the rights of sponsors to achieve true 360 degree marketing."

Wang said that his ideal situation is this: a consumer walks into a retail store, and a beautiful beer lady wearing a Harbin uniform asks him to win and win. He turns home and opens the TV to see the advertisement of Harbin beer, and the Internet pop-up window is the activity of the "Beer Football Challenge".

In addition, sponsors also have some special rights.

In 2010, Harbin had the right to invite its customers to South Africa for the world cup single player award.

What is known is that the lucky winner from China will be the best award for North Korea - Portugal. "He will probably meet C Luo."

Budweiser InBev enterprise Asia Pacific business affairs director Guo Yanhong said.