The Federation Internationale de Football Association (FIFA) - Marketing Strategy - Free Essay Example

Select an organisation of your choice and produce a report which analyses their current marketing strategies and make recommendations for improvements to their marketing strategy. Date authored: 05 th September, 2014. This report will note upon the marketing strategy of The Fà ©dà ©ration Internationale de Football Association (FIFA; the association based in Zurich was founded in 1904 and is governed by Swiss law the official website states â€Å"It has 209 member associations and its goal, is the constant improvement of football,† (FIFA, 2014) but do people recognise FIFAs goal through their marketing effort? FIFA shows involvement to other associations whose aims are similar to their own, for instance Kick It Out who describe their organisation as footballs equality and inclusion, this is done through campaigns on anti-discrimination in football. They work with football, educational and community sections and aim to reduce racism, homophobia and other discriminations within the sport, FIFAs partnership ties to their aim to improve the sport within an ethical spotlight. (Kick It Out, 2014) Recently the police and Crown Prosecution Service pledged to tackle ‘all forms of abuse in football, Morland Sanders went undercover to some football grounds and found â€Å"dispiriting findings [including] fans chanting deeply offensive racist abuse while nearby police officers do nothing.† (Whitelaw, P., 2014) FIFA may partner with such organisations to acquire the Halo Effect; Doyle (2011) defines this as â€Å"the perception of positive traits, qualities, or benefits of one entity influences (with positive bias) the perception – of another entity.† With this FIFA may seek positive equity from Kick It Outs perceptions. Recently FIFA received negative perceptions by publics due to their handling of the FIFA World Cup 2014, the host nation for the competition was Brazil whose economy was emerging from 2003, their share of global output increased by a percent point yearly until 2011. (Global Sherpa, 2014) In 2007 FIFA accepted Brazils bid to host the competition due to the strong economic climate they had, a year later a global recession would occur though Brazil, Russia, India, and China saw growth in economy, and these emerging economies have been dubbed the BRICs. The impact the BRICs would have upon global economy, was still questioned last year and whether that impact caused was permanent, Sharma, R (2013) believes the rise of the BRICs was rare stating â€Å"By 2007, with three – exceptions, every economy in the emerging world was growing, and more than 100 were growing faster than 5%. This kind of synchronised global boom had never happened before, and it is not likely to happen again.† And with â€Å"only 35 of 185 economies tracked – are developed; the rest have been ‘emerging forever. It is rare for emerging nations to sustain growth faster than 5% for even one decade.† Though Mahbubani, K (2013) argues that before 1820 China and India was the largest economies and believes â€Å"long term trajectory remains unchanged. Yes, there will be many short-term stumbles or strategic pauses.† FIFA could have improved their marketing effort in a number of ways; firstly they could have taken notice of the confusion within the economy at the time and taken a safer option by approving the bid of a developed nation. Secondly when the economy of Brazil steadied they could have offered more support towards Brazil, the number of partners FIFA boasts and their aim to progress football could they not provide Brazil with resources to help ease the job. Most importantly FIFA should have taken consideration of other stakeholders involved, with one stadium built with capacity of 42,000 used for four world cup fixtures, the local team who would use it after get average attendances of 1,000. ( Freeman, H. 2014) Social media marketing has received significant attention in the past few years. Critically discuss this technique. What makes a successful social media strategy? Within the past 10 years online communications have become increasingly vital for many companies, once marketers could control their communications, but with the rise of the internet consumers can easily make or break a brand, through social media. Singh Diamond (2012) defines social media as â€Å"content created and consumed by regular people for each other.† Marketers have shown growing interest upon this channel because they are popular; Facebook boasts near 1 billion users which is a large amount of traffic, this websites users are a part of a huge database which is ideal for the use of direct marketing. Databases are also available on YouTube, which is more popular than Cable TV, with people not using previously popular channels marketers must find another way to communicate with them. (Scott, 2013) This interest is now being acted upon by businesses so a company should use the tool their competitors do to ensure they do not face competitive disadvantage. Guerrilla marketing campaigns can use social media constructively, Levinson (1993) introduced this concept and believed such campaigns are characterised by low cost but extreme effect in building reputation by generating favourable consumer perceptions, such marketing is creative energetic, and flexible. Castronovo (2012) believes social media can aid guerrilla marketing as it is a free medium that can create a buzz and allows viral spread, this then â€Å"[increases] the relative exposure and effectiveness – compared to offline guerrilla venues alone.† Guerrilla marketing highlights how integrated marketing communications can be used effectively Clow Baack (2007, p.419) states marketers should â€Å"resist the temptation to create Web [content] that attempts to be everything to everyone.† In fact online communications need to reflect the offline; overall social media should be used for communicating elements of brand equity in a more social enigma relating to the target. ‘B2B branding and B2C branding are exactly the same Critically discuss this statement, do you agree? One brand that seeks business both B2B and B2C is Tesco, upon online communications they have to separate websites that targets the interest of both. Their main site (www.tesco.com) targets the consumers and supply links to the services sold to consumers, they also show their tagline â€Å"Every little helps† Though the branding remains similar upon the PLC site ( www.tescoplc.com) they have dropped the tagline and now they boast upon the companys achievements, current share price, and major shareholders. This differs from the product based approach upon the consumer site. In 2013, Tesco was involved with the horse-meat scandal, one of Tescos suppliers included horse meat within their products, and when this was found out consumers were outraged. Because of a fault in Tescos B2B business their brand was suddenly undesirable which produced negativity in their B2C branding. (BBC, 2014) If a B2B branding causes positive/negative perceptions to a business this could then show the same effect in B2C branding and vice-versa, for instance Innocent smoothies possess a large section of the smoothie market, Sainsburys acts as an ambassador for the brand and with Innocents ethical approach they may reap the halo effect, it may be more expensive than competitors but it still obtains high volumes of interest both B2B and B2C. Viral marketing is often cited as being a cheap and effective way of marketing a brand. What makes an effective viral marketing campaign? Perry Whitaker (2002) define viral marketing as â€Å"the voluntary spread of an electronic message from one consumer to one or many others, creating exponential and self-perpetuating growth in its exposure.† Though Kirby Marsden (2006) contradict the previous definition and believe viral marketing â€Å"describes any strategy that encourages individuals to pass on marketing offer to others,† the contradiction in the statements lies in whether the spread is voluntary or if it is implemented from a strategy. The spread of such marketing messages could be believed to be voluntary but can be adapted into a marketing strategy, Walter (2013) states â€Å"viral content cant be predicted – but brands and content producers can still learn from successful viral campaigns.† Looking at successful campaigns what can be implemented to another campaign to make it effective? To make a successful viral marketing campaign is to ensure consumer engagement with the brand, for instance 3s #DancePonyDance Campaign (Appendix 1) had users of Twitter ‘tweeting the amusing video, which many people shared it and thus the campaign became viral. Appendix 2 is the Doritos advertisement â€Å"Goat 4 Sale† Doritos ask people to create an advertisement for them and the winners advertisement is first aired during the Superbowl. The winner created the Goat 4 Sale ad, but with the amount of interested consumers, proves a lot of brand engagement. Appendix 3 was Doves campaign â€Å"Real Beauty Sketches† with majority of their target market being females they related to the market by having women draw pictures of themselves, that usually showed what they believed to be physical imperfections but when drawn by another person their beauty was accelerated, this campaign went viral because it understood a psychological belief of women and provided a positive insight, also the campaign was available in of languages so it could reach a larger audience. Finally Appendix 4 is a screenshot of the Walkers site during the â€Å"Do us a flavour† campaign, in which consumers provided walkers with flavours for their product, the most favourable by the company was then put to a public vote which decided which product they would provide more long-term. Evidence from successful viral marketing campaigns would provide the following recommendations to other campaigners who seek to become viral:  · Ask the consumer to engage with the brand on a different level whether this is as simple as social media engagement or more complex as creating a possible advertisement.  · Ensure the campaign does not stray from brand equity, using a fundamental of the campaigns brand will appeal to the correct audience for instance Dove is a beauty product, their campaign on beauty reflected this and thus spread.  · All target audience should understand the campaign, Dove ensured the video was available in an array of languages to target consumers worldwide. This attribute is also seen in 3s campaign which has the tagline ‘Silly stuff. It matters,† tying this with social media where consumers use the channel to socialise, humour may target them on this channel. Why is it important for an international marketer to study culture? Outline the main techniques available for undertaking cultural analysis? To understand the importance of the concept of culture for international marketers, primarily the concept must be defined. Culture is a set of control mechanisms that administrates peoples behaviour; culture is not a characteristic of the individual but rather bestows characteristics upon an audience. Culture perception from people ultimately corresponds from the socio-cultural environment which de Mooij (2010) believes â€Å"includes shared beliefs, attitudes, norms, roles, and values found among speakers of a particular language who live during the same historical period in a specific geographic region.† Overall one society may perceive one object in a different view than others, and understanding this will benefit a marketer. Kaynak, Herbig, (1998) states â€Å"Americans find it peculiar that the Chinese believe a dog is a delicacy, – while the Chinese find it peculiar that Americans – keep dogs as pets.† Therefore if a marketer who is used to a Chinese market should not market a dog as being a delicacy as it is far from the citizens perception of dogs. When conducting international marketing research Craig, Douglas, (2005) believes â€Å"secondary data [is] a key source of information – due to [its] ready availability, their low cost and their usefulness in providing background information relating to a specific country or industry.† Secondary sources are vast â€Å"ranging from print and CDROM to various Internet-based sources and web sites.† A PESTLE analysis is an effective yet simple tool used by marketers (Should the tool be expanded upon?) the circumstances of each area of the PESTLE may differ overseas which highlights the importance of analysing cultures when exploiting new geographical markets. If a PESTLE is used before exploiting new markets some issues may arise. Appendix Appendix 1 – 3 monkeys communications, (2014) Appendix 2 – Doritos, (2014) Appendix 3 – Dove, (2013) Appendix 4 – Bussey, (2009) References: 3 monkeys communications. (2014). Dance Pony Dance. Available: https://www.3-monkeys.co.uk/dance-pony-dance/. Last accessed 05/09/2014. BBC. (2014). Equine Cuisine. Available: https://www.bbc.co.uk/news/world-europe-21457188. Last accessed 05/09/2014. Bussey, N. (2009). Builders Breakfast wins Walkers Do us a flavour competition. Available: https://www.brandrepublic.com/news/903435/Builders-Breakfast-wins-Walkers-Do-us-flavour-competition/?DCMP=ILC-SEARCH. Last accessed 05/09/2014 Castronovo, C. (2012). Social Media in an Alternative Marketing Communication Model. Journal of Marketing Development and Competitiveness. 6 (1), 117 131. Clow, K.E. Baack, D. (2007). Integrated Advertising, Promotion, And Marketing Communications. New Jersey: Pearson Prentice Hall. 419 Craig, C.S. Douglas, S.P (2005). International Marketing Research. 3rd ed. Sussex: John Wiley Sons. de Mooij, M. (2010). Global Marketing and Advertising: Understanding Cultural Paradoxes. Californi a: SAGE publications. Doritos. (2014). Goat 4 Sale. Available: https://www.doritosgoat.com/. Last accessed 05/09/2014. Dove. (2013). Real Beauty Sketches. Available: https://realbeautysketches.dove.com/. Last accessed 05/09/2014 Doyle, C (2011). A Dictionary of Marketing. Oxford, UK: Oxford University Press. FIFA. (2014). The Organisation. Available: https://www.fifa.com/aboutfifa/organisation/index.html. Last accessed 05/09/2014. Freeman, H. (2014). How Brazils World Cup has sold its people short in the Amazon. Available: https://www.theguardian.com/football/blog/2014/jun/17/brazil-world-cup-people-amazon-fifa-manaus. Last accessed 05/09/2014. Kaynak, E. Herbig, P (1998). Handbook of Cross-Cultural Marketing. New York: The Haworth Press. Kick It Out. (2014). About. Available: https://www.kickitout.org/about/. Last accessed 05/09/2014. Kirby, J. Marsden, P. (2006). Connected Marketing: The Viral, Buzz and Word of Mouth Revolution. Burlington: Elsevier. Levinson, J. (1993). Guerrilla Marketing: Secrets for Making Big Profits from Your Small Business, Boston: Houghton Mifflin Company. Mahbubani, K (2013). The BRIC economies. Available: https://www.economist.com/debate/days/view/1001. Last accessed 05/09/2014. Perry, R. Whitaker, A. (2002). Viral Marketing In A Week. Essex: Hodder and Stoughton. Scott, M. (2013). 5 Surprising Social Media Statistics for 2013.Available: https://www.socialmediatoday.com/content/5-surprising-social-media-statistics-2013. Last accessed 05/09/2014 Sharma, R. (2013). The BRIC economies. Available: https://www.economist.com/debate/days/view/1001. Last accessed 05/09/2014. Singh, S., Diamond, S. (2012). Social Media Marketing for Dummies. New Jersey: Hoboken Whitelaw, P. (2014). Dispatches. Available: https://www.radiotimes.com/episode/cs9xvr/dispatchesundercover-hate-on-the-terraceschannel-4-dispatches. Last accessed 05/09/2014.

Compare Contrast Essay Topics

<h1>Compare Contrast Essay Topics</h1><p>In request to compose a decent look at differentiate exposition, you should consider the two sides of the contention before composing your decision. In any case, how would you do this?</p><p></p><p>By separating your paper into segments, you will have the option to set up what is valid and what isn't. You will have the option to figure out which zones need your consideration and which can be forgotten about. As you get progressively acquainted with how to compose a decent think about complexity paper, you will find that this method becomes easier.</p><p></p><p>The first thing you ought to do is make sense of which side of the contention you are going to concentrate on. For instance, in the event that you are expounding on an item for cooking, you should think about beginning the 'food side' of the contention. At the end of the day, you would concentrate on the principle banter b etween a human services master and a preparing master. At that point you will concentrate on the realities, information, and other data that help each side.</p><p></p><p>In this case, you would have the option to give answers to the inquiries presented by each side. When you have addressed the inquiries, you will be prepared to answer the 'why'. So this is the place you have to invest some energy and discover what the perspectives share for all intents and purpose. At that point you will have the option to assemble your decision around these purposes of agreement.</p><p></p><p>Of course, it doesn't imply that one side is correct and the opposite side isn't right. It implies that you should furnish the two sides with substantial perspectives so as to come to a legitimate end result. Without responding to all the inquiries presented by the two sides, you can't genuinely introduce the contentions in a significant way.</p><p>&l t;/p><p>Another significant piece of the exposition is the finishing up section. It is the most significant part since it is the place the peruser will see your decision. It is significant that you cautiously select an end that is legitimate and very much bolstered. Else, you will be viewed as attempting to control the peruser to concur with you.</p><p></p><p>Good contrast exposition themes are going with expect you to offer a nitty gritty response to the inquiry that is introduced by the paper. This is the place you will have the option to choose if you have to invest more energy in a specific theme or proceed onward to another. All things considered, you have to have a thought regarding whether your answers will bolster or reprimand the focuses that were introduced by the restricting side.</p><p></p><p>Good look at paper themes are not just about finding the responses to questions. They are additionally about getting all sid es of the contention in the same spot. So make certain to invest the energy important to examine the two sides of the contention and figure out which ones you will concentrate on for your last conclusion.</p>

What is the Purpose of Writing a Descriptive Essay on the Topic My Role Model

What is the Purpose of Writing a Descriptive Essay on the Topic My Role Model?When we discuss writing a descriptive essay on the topic my role model, most people tend to shy away from this word. However, the best way to answer the question, is it possible to write a descriptive essay on the topic my role model? I believe that it is very possible.The purpose of writing a descriptive essay on the topic my role model is to help the reader better understand the person who was your role model. It will also give a summary of their greatest accomplishments and some of their less-than-great achievements as well. By writing this, you can easily build rapport with your reader and get them to realize how unique you are and what you really do for a living.Writing a descriptive essay on the topic, my role model has three parts: your personal story and the experiences that you have in common with your role model. For example, if the person who you have been thinking of is an actor, what was it tha t made them so great? What does your role model's life look like now? These things should be included in your essay.As you continue to write your essay, you will find that you are able to gain more insight into the person you are talking about and why they are your role model in the first place. A descriptive essay on the topic my role model gives you an excellent opportunity to talk about the similarities between yourself and your role model and build your personality and life up around that fact.Your descriptive essay on the topic my role model can also be used to improve the lives of others. In fact, one of the greatest challenges we face in life is finding ways to help other people be successful. We all want to succeed in our own lives and when we can help others succeed as well, then we have accomplished a wonderful thing. This is true in so many areas of life.It is difficult to be successful in life when there is no great sacrifice or effort put forth by those we love and it c an be very discouraging. A descriptive essay on the topic my role model can help those people who suffer from lack of motivation and enthusiasm. In addition, this essay can help you find out more about the people around you that you need to pay attention to if you want to know how to become successful in your own life.Finally, writing a descriptive essay on the topic my role model has great importance when you want to become a writer. If you want to become a writer, you need to have some sort of writing talent. I am sure you do not need me to tell you that you cannot become a professional writer unless you are talented.You must have a great love for words and, as a result, you must have a great love for people and a great love for writing and how it will help you. If you do these things, then you can achieve anything in life that you want to achieve.

How to Write an IELTS Writing Essay Test Free

The most effective method to Write an IELTS Writing Essay Test FreeYou can compose an IELTS composing paper test free and you don't need to be in a remote nation or out of the nation to do it. Only an hour at home, and even with a smidgen of exertion on your part, you can do it. It's simple, as well, however there are a few things you should know of.To begin on an IELTS composing article test free, you will initially need to ensure that you approach a word reference. You likewise need to be certain that you have a great deal of jargon and basic sentences. This will help your test taking skills.The next thing you will need to do is to work out a couple of research ventures. It's imperative to comprehend that your composing activity ought to be something that you appreciate doing. While a little research now and then is fine, a great deal of research won't help you much when you're endeavoring to compose the test.In request to compose a decent article, you will need to ensure that the subject is something that you can without much of a stretch identify with. For instance, in the event that you've been watching your eating regimen cautiously, you will need to compose an exploration practice about what you eat and how it influences your wellbeing. The more you relate the point, the better it will be.Once you have a potential subject for the paper, you will need to begin gathering data. What are the best places to go? What online assets can you use?The primary concern is to locate an alternate kind of source, one that you feel great with. Also, the exploration should originate from a type of an authority. At the end of the day, in case you're attempting to writean IELTS composing exposition test free, you will need to go to a real doctor.Finally, you will need to ensure that you have something to compose on. On the off chance that you compose on a bit of paper, you may find that it has become a worn out old activity. Rather, you will need to take a gander at a white board or an electronic board.As you can see, it's genuinely simple to compose an IELTS composing article test free. In any case, recollect that you will in any case need to ensure that you do the entirety of your exploration, compose on a paper that is anything but difficult to peruse, and that you have a reasonable composing surface. Additionally, while you're grinding away, it's imperative to ensure that you have a wellspring of thoughts to compose from.

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Essay Topics - How To Choose Your Topic

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