PHOENIX ROADRUNNERS SPONSORSHIP PROPOSAL CREATED FOR: PROCTER AND GAMBLE / GILLETTE PRESENTED BY:...
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Transcript of PHOENIX ROADRUNNERS SPONSORSHIP PROPOSAL CREATED FOR: PROCTER AND GAMBLE / GILLETTE PRESENTED BY:...
PHOENIX ROADRUNNERS SPONSORSHIP PROPOSAL
C R E AT E D F O R :
P R O C T E R A N D G A M B L E / G I L L E T T E
P R E S E N T E D B Y:
M I K E C O N S I D I N E
J A R E D R E D D Y
G R I F F I N W E I H E
OVERVIEW• Executive Summary
• About Procter and Gamble
• Gillette Overview
• About the Roadrunners
• SWOT
• Target Market of the Sponsorship
• Activation Plan—360 ° Marketing Plan• Assets
• Ambush Marketing
• Cost of Sponsorship
EXECUTIVE SUMMARY
• Gillette is the right choice for a sponsorship• Male-oriented brand• Innovative• Soccer players known for style • Young fan base
ABOUT PROCTER AND GAMBLE
• World’s largest profitable consumer products company
• Established in 1837 by William Procter and James Gamble in West Cincinatti
• GDP in market capitalization is greater than some countries’
• Products in more than 180 countries • Tide, Charmin, Dawn, Iams, Crest, Gillette
• Top 40 company for leaders, a Top 50 company for diversity, and a top 50 company for female executives
• Considered to be an elite company in the world• Hire less than 1% of nearly half a million applicants worldwide
GILLETTE OVERVIEW
Mission: “Our mission is to achieve or enhance clear leadership, worldwide, in the existing or new core consumer product categories in which we choose to compete”
• Started by King Camp Gillette in 1901—safety razor manufacturer
• Headquartered in Boston
• Personal care products—razors, shaving cream, body wash, face wash, women’s products
• Bought out by P&G in 2005 for $57 billion
• Since merging, focusing more on innovation and global reach
GILLETTE GOALS AND OBJECTIVES
Objectives created for the sponsorship with the Phoenix Roadrunners
• Increase sales in the Phoenix area by 10%
• Increase repeat customers by 15% (Brand Loyalty)
• Increase market share in the Hispanic community by 7%
• Increase Gillette Fusion sales by 12%
ABOUT THE PHOENIX ROADRUNNERS
• Brand new expansion team for 2014 season
• Upgraded facility at Reach 11 Sports Complex
•Seats 15,000; 20 suits
• 40 game schedule (20 home, 20 away)
• Average attendance expected—8,000; sellout for opener
• Ticket prices•$50 club level; $30 box, $20 reserved; $15 GA•Season tickets: $300,$210,$120,$60
CITY OF PHOENIX
• Fifth largest Metropolitan city• City population—1,439,916• Male—50.85%; Female 49.15%• Median age—30.7• Median Household Income--$41,207• Persons of Hispanic/Latino Descent: 40.8%
• Sixth largest growing area
• No MLS team, with professional teams in NFL., NBA, MLB, WNBA, NHL, Arena Football
OBJECTIVES FOR ROADRUNNERS
Main goal: create a passionate fan base that supports the Roadrunners, game in and game out
• Target soccer fans
• Strong push in season tickets and multi-game ticket packages
• Merchandise sales
• Spread Roadrunner image
• Involved in community
SWOT ANALYSIS
Strengths Weaknesses Gillette is reputable brand No MLS team in Phoenix Phoenix market is huge Soccer players known for their
style and keeping up their appearance
Corresponding target markets
Professional soccer market is untested in Phoenix
Non-established fan base
Opportunities Threats
Build new market with new team Expand innovative efforts in a
new market Gillette to expand its efforts into
the soccer market
Possibility of franchise failure Competition for entertainment
dollar—severely competitive sporting market
TARGET MARKET
Men 16-38
MLS fan base largely male dominated
Want to establish lifetime customers
Strong push to reach Hispanic communityPhoenix has large Hispanic population
We realize we can’t ignore the female fan base as well
Ladies Night
TARGET MARKET
BILINGUAL ADVERTISING
• Ads in both English and Spanish
• Hispanics are the largest minority group in the United States
• Even more prevalent in the Southwest and especially Phoenix
• We want to make sure everyone can hear our message
BILINGUAL ADVERTISING
ACTIVATION PLAN
Objectives Increase sales in the Phoenix Area by 10% Increase Repeat customers by 15% Increase market share in Hispanic communities by 7%
Increase Fusion sales by 12%
Ideas, promotions are important to reach objectives
ACTIVATION PLAN
Test Track sales by checking inventory at storesTrack sales in heavily Hispanic neighborhoodsSurveys at games
Implementation, put the sponsorship in action
Measuring, after the season Gillette will be able to see if they met their objectives with the aid of the sponsorship
SHIRT SPONSORSHIP
• We would like Gillette to be our shirt sponsor
• Expensive but incredible brand exposure
• New market for Gillette
OFFICIAL STATUS
• Road Runners would like to grant Gillette official status
• Gillette would be “The Official Sponsor of the Phoenix Roadrunners”
• The official status will make the partnership more well-known and bring up the awareness of the sponsorship for fans
INTELLECTUAL PROPERTY AND PASS THROUGH RIGHTS
• We grant pass through rights in regards to intellectual property
• Gillette doesn’t have their own store so pass through rights are very important
• Gillette can use Roadrunners logo
• Mutually beneficial, activates the sponsorship that much more
VALUE IN KIND AND BUSINESS TO BUSINESS
• Gillette provides personal care products for Roadrunner players in the locker rooms
• Expands product usage
• Category Exclusivity
• Tickets for Gillette
SIGNATURE PROPERTY
• Gillette partners with Brazilian National Soccer team
• We want to play a preseason friendly against them
• Home field is big enough for international play
• Unique opportunity, build excitement for season
• Gillette would be the presenting sponsor of the game
• Significant reduction in cost of sponsorship
CATEGORY EXCLUSIVITY
No other personal care competitors will be sponsors of the Roadrunners
Players will use Gillette products
Very valuable for GilletteNo competitionComplete control of fan exposure
EVENT MARKETING
Three games where Gillette can distribute products
Gillette logo on Bobble Heads for Bobble Head night
Highly Advertised
Booth at facility on each of these nightsAdvertise Gillette and its products
SIGNAGE
Offer Gillette Signage in our stadium
Good brand exposure for Gillette
Two SignsField LevelLighted Scoreboard panel
Field level: $10,000 per season
Lighted Scoreboard Panel: $25,000 per season
TICKETS
We will offer Gillette tickets for every game
They can use them themselves or with other clients or businesses
One luxury suite for 15 with full amenitiesWorth $8,400
Five box level seatsWorth $1,050
MEDIA BY THE NUMBERS
-41: 30 second pregame ads: $1,025
-82: In-game ads (2 per game): $3,690
-41: Post-game ads: $820
-21: Program ads: $10,500
Total cost: $15,835
LADIES NIGHT
• Can’t forget about the females
• Venus Razor promotion
• 25% of ticket sales to Komen Foundation
KATE UPTON SHAVING BOOTH
• Kate Upton at booth
• 8th home game
• Meet her and puts shaving cream on face
• Fusion ProGlide
BATTLE OF THE BEARDS
• Every Game
• 5 fans chosen from crowd
• 2 minutes during halftime
• Winner receives Roadrunner merchandise
COMMUNITY OUTREACH
• Extension of P&G Live, Learn, Thrive
• Improves life of disadvantage children
• Roadrunners will work on projects such as building playgrounds
• Classrooms selected to join team on field
• Provided by: Gillette and P&G
• Positive feelings
COST OF SPONSORSHIPLogos on Uniforms $9,000,000
Official Status, Intellectual Property, and Category Exclusivity
$1,200,000
Pass-through Rights $40,000
Tickets $9,450
Signage $35,000
Promotions $10,000
Event-Marketing $10,000
Media $15,835
Brazilian National Team Match ($500,000)
TOTAL COST OF SPONSORSHIP $9,820,825
Asking price: $8,500,000
Roadrunners receive $4,900,000