This essay will critically analyse and investigate the commercial advantages of a proposal for a 3 year sponsorship deal between Manchester Take great pride in and Durex, presenting a strong debate justifying the company's investment by highlighting center business results; this is backed by reference to relevant literature. A short description of the function and the proposed sponsor will demonstrate the clear match between both people' goals and objectives. The essay will go on to supply the information of how Durex can speak its communication to consumers via the function. The commercial benefits in conditions of the business's broad, sociable and corporate aims, marketing opportunities and product recognition will be analysed.
Manchester Pride is an annual Gay Satisfaction celebration organised in the city of Manchester. It really is one of the longest jogging in the country and attracts a large number of visitors to the city's Gay Community, which centres around Canal Road. The celebration kick-starts on 20th August and works for 10 full times, you start with the Satisfaction Fringe - a creative match to the party-hard Big Weekend, with more than 40 arts, theater and cinema events working until 26th August. THE BEST Weekend gets control for four full times (Friday 27 - Monday 30 August) of music and entertainment which features the ever-popular Manchester Satisfaction Parade, which then closes with the HIV Candlelit Vigil. The Things of Manchester Delight are to market equality and variety for the general public benefit and in particular the eradication of discrimination due to sexual orientation and recently to develop the capabilities of the total annual LGBT festivity as a fundraising event for HIV / Supports and LGTB charities and organisations in Greater Manchester (charity fee, 2010). The function has become ever more commercial, with a one-day town admission fee of 15 in 2010 2010. Although the event is focused surrounding the LGBT community, it's open up for anyone to attend.
A suitable official sponsor because of this event would be Durex. Strength, reliability and brilliance. These are the key attributes that have made Durex (the name is a combination of the primary brand characteristics) the world's No. 1 condom company (Guide). More than four billion condoms can be purchased annually and Durex makes up about around thirty percent of the global market. The company is a market head in more than 40 countries. With an extended legacy of investment in marketing, research and development, the business is now recognized internationally as the prime condom brand. The Durex brand is credited with many innovations in the condom's modern progression. Included in these are the first lubricated condom, the first anatomically designed condom and, more recently, the world's first non-latex condom. Durex also works together with healthcare professionals, governments and organisations like the World Health Organisation, UNAIDS and United Nations Population Fund in promoting good sexual health and the importance of consistent condom use to prevent HIV and other Sexually Transmitted Microbe infections (STIs) (Reference point Durex Account).
The first reason why Durex is a suitable sponsor for Manchester Delight is the fact that Durex will be the first condom company to sponsor the event. Second of all, both Durex and Manchester Pride's tactical goals link along, as you of Manchester Pride's goals is to raise awareness for HIV/Supports and Durex aspires to promote the value of regular condom use to avoid HIV and other Sexually Transmitted Microbe infections (STIs). Studies analyzing perceptions of the sponsor-recipient relationship consistently suggest that the impact of the sponsorship is dependent on the fit between the receiver and the sponsor (McDaniel 1999). In addition, Gwinner and Eaton (1999) show that the copy of image from the sponsored property to the sponsoring brand was higher when the event and sponsor were congruent in either features or image. Finally, Manchester Pleasure has a significant concept but is themed around celebrating sexual orientation in a great, interesting and playful way and Durex's sub -brand 'Durex Play' values are moving from resilience, reliability and superiority to more fun, playfulness and experimentation( Refernce).
The exclusive sponsorship deal between Manchester Delight and Durex to market 'Durex Play', would be triggered with a through-the-line plan 'Love Intimacy Durex' throughout the 3 year package. The theme would give attention to the 'Durex Play' range, the most recent selection of pleasure improving accessories from Durex which are including; Durex Play Feelings Lubricants, Durex Play Vibrations and Durex Play Massage 2in1 Gel. The deal would mark the very first time that Durex would have promoted itself via a LGBT event, prompted by services in the 'Durex Play' range.
This sponsorship will provide Durex the chance to divert increased traffic to the Durex website and also the ability to focus on an audience of 16 - 35yrs for normal Durex products and 22 onwards for Durex Play products. This partnership would have an instantaneous and sustainable charm and provide the Durex brand with a unique platform to adopt the lead to advertise their non- condom series 'Durex Play' nationally via a targeted and participating marketing campaign. Sponsorship is used to increase brand understanding by revealing it to as much potential customers as you can while establishing, enhancing, or changing brand image. The altering of the brand image occurs consequently of linking the product to a meeting (Harvey, 2001).
As a business, Durex has made a permanent commitment to promoting safe love-making and it'll be considered a key element with their activation (guide). Significantly, high levels of familiarity with a brandname have been found to cause more positive consumer reactions such as product satisfaction, word-of-mouth suggestions and repurchase motives (Soderlund 2002). This relationship would give a powerful program for Durex to show its position as a specialist on intimate wellbeing and bring the personality of the brand to life in a great and memorable way. This package will incorporate a number of opportunities for Durex to enhance customers' experience and brand awareness within the function; before the event, Durex will bring in TV ads, which offer viewers the chance to text message for a lube test and also a chance to earn seat tickets for Manchester Delight. Customers will send a word with the keyword PLAY to lots. It's advocated that using Text as a medium for sample requests is the easy choice for prospects to trial something before purchasing. IT advertisings will also guide visitors to Manchester Delight website to download the state Manchester Satisfaction App which would have 'Durex Play' top quality on it. The App's progressive features, would add a customisable map and program planner, weather and traffic updates, a schedule administrator, which helps attendees keep track of which stage you should be at to see your favorite bands and specific maps for Delight Fringe along with the Big Weekend, where the events are taking place. This might have a mediocre effect on consumers now however in the longer term, the application will have changes that upgrade the application from nice-to-have to essential.
Throughout the event, Durex will feature interactive posters that raise your voice cheesy chat-up lines when people walk earlier. The posters will have sensors in these to detect movement close by, will be positioned on Canal Avenue and in the bathroom areas of top Gay Community bars. They will wolf-whistle and call out lines including: "I've forgotten my contact number - can I have yours?". Duplicate on the posters then continues: "Want a partner to cause you to groan in the right way?" or "Want somebody to cause you to shiver in the right way?" Each poster will play one of three different chat-up lines, that happen to be over a loop to avoid too much repetition. The interactive posters will run for the full 10 days and nights.
On your day of the function, through the Fringe Delight within the 'Lifestyle Expo', you will see a DUREXpert booth top quality with the 'Durex Play' brand which is tangled up with a Myth Buster, Frequently Asked Questions (FAQ's) and a chance for Android users to download Spice Dice software from Durex which would contain:
Suggestions on everything from affectionate gestures to erotic positions, Includes full illustrations and instructions.
Recommendations for complimentary Durex Play products as well as condoms.
Recommend Durex Play products to friends or your partner
Link to Durex website to get more detailed product information and purchasing.
This could provide valuable consumer insight, which could be contained into Durex Play products and help redesign the Durex website and make it more interactive.
Also within the 'Lifestyle Expo' there will be touch displays around the room called 'Durex Play Forecast', whereby attendees sign up to a sex hint sender, on the site which would send regular newsletters, articles etc as well as information on Durex Play products via email, SMS or downloading an App. Also during the Lifestyle Expo there will be an area entitled 'Play 4 Fun' which will contain online interactive game titles, there would be in-game advertising to increase brand understanding. For example, one of the video games would be called 'Rub Me' where in fact the customer is enticed with a question 'Want to know the secret of a great massage?'. Then lead to some chit chat; what's your name or pet name? Your partner's name and gender? Then your user selects an option between four different types of music to create the field, and then finally they decide on a Durex Play 2in1 massage gel flavour from Pina Colada - Very Cherry to then have them massaging a graphic representing their partner whilst the display screen is showing key areas to massage therapy whilst motivating them with sounds from the image. The goal is to massage therapy the image until it loses all its inhibition and becomes totally relaxed. Finally, It surface finishes off with the options to choose the Durex Play 2in1 Therapeutic massage Gel, to read somewhat on love massages, register for posts on latest experiences, tips and products or follow a step-by step guide to the most wonderfully sensual massage therapy filled with industry secrets, expert techniques and top tips. Furthermore, the 'Play4Fun' area would likewise incorporate 'The Love Machine' which contain the option to view Durex Play Products in detail with the opportunity to buy online and a gender compatibility meter, in which people could punch in details, and get results of their compatibility with associates.
However, the biggest attraction within the Lifestyle Expo will be a 'Durex Play Sensory Booth' used to heighten the senses and encourage "practical" product trial of the new Durex Play range by participants. To build thrills, attendees will be blindfolded upon appearance and given headphones participating in a 'set-the-mood' audio, because they are led into the booth. Brand Ambassadors will massage a selection of the new products into their hands, each one providing them with a sensory experience through smell, touch and style. Guests may also be tickled with big feathers and fed a selection of sensory food including strawberries dipped in chocolate. Afterwards guests would be asked to relax in a Durex-themed pub situated in the Gay town, filled with stylish purple wall membrane lamps and Durex logos projected onto the boogie floor. In the meantime, Brand Ambassadors will be serving cocktails and canaps each designed in Durex's personal colours and called after Durex Play products.
However, during the Big Weekend, Brand Ambassadors will be distributing awareness about the Durex Play series products giving out free examples with Durex Condom packages, specifically suitable for Manchester Take great pride in which would contain two Durex Top notch condoms and two Durex Play Feel lubricant sachets. Whilst motivating customers to become listed on a 'Enthusiasm Groups' by the name of '4PLAY', where the Durex Play series would be promoted, this can be an online membership for Durex users, to promote lubricants, vibrators and other products. Such golf club members would get special schemes, offers and privileges on Durex products.
These will be all the marking tools Durex will create to connect itself to the target audience incidentally of the event. With these marketing tools within the Manchester Delight event, Durex expectation is to have a positive effect on the attendees. It is known that with this kind of sponsorship you have the prospect of a whole lot of distraction from other sponsors and the event (Lardinoit, Derbaix, 2001). With this thought, Durex marketing promotions were built to be experiential, since highly engaged customers will notice sponsorship much better than those much less involved. The reason behind this is because highly involved customers are definitely more knowledgeable and so more delicate to the surroundings around the function (Lardinoit, Quester, 2001) as they make an effort to know everything related to it (Lardinoit, Derbaix, 2001). Durex anticipates the attendee's positive emotions for the Manchester take great pride in will become related to the business. Then following the feelings are associated, a "halo impact' may then suggest to participants that the 'Durex Play' are much better than their competitors. In addition, the association of the brand with this feeling of "good commercial citizen" (Dean, 1999) for sponsoring Manchester Take great pride in may make guests suppose Durex makes better goods. For instance, if these exposures are associated with something for which the consumer has an affinity, positive psychological attachments may become intertwined. That's, the consumer's positive mental liking for the function Manchester Pride may rub off onto the sponsoring product or company Durex (Lardinoit, Derbaix, 2001).
A factor which may increase the effect of this sponsorship on attendees' behaviour is a company's prominence available on the market ((Lardinoit, Quester, 2001). Durex as stated previously is the market leader in more than 40 countries; the Durex brand makes up about 30% of the world's condom market, which makes it the No. 1 condom brand on the planet. Thus giving a competitive advantages as it's advocated that a greater market show can boost the effectiveness of the sponsorship.
The measurement and evaluation of the entire impact of the partnership is a shared responsibility between Manchester Take great pride in and Durex. Regarding to Allen et al (2005) there are two components to assess and evaluate; the first one being the analysis of the effectiveness of the partnership and how Durex and Manchester Pride have added to it and, the second one being the dimension of the consumer-related marketing aim arranged by Durex. This will likely be conducted through brand recall surveys, attitude traffic monitoring and focus groups. The potency of this method of measurement in order to elicit a deeper knowledge of the emotional impact that the event evoked was proven by Coca Cola following the 1996 Olympic Torch Run (guide)
In summary, the above mentioned has justified why the 3-time sponsorship package between Durex and Manchester Delight isn't only possible but also an advantageous relationship for both people. It offers opportunities for both to further their aims which are to remember and promote the free entertainment in sexuality whilst promoting sexual health and wellbeing. It has additionally illustrated how 'Durex Play' brand will communicate itself to the consumers incidentally of the function, offering a variety of fun experiential marketing opportunities which have the potential to improve brand recognition and belief.
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