Carlsberg 2euro2008

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Information about Carlsberg 2euro2008

Published on October 13, 2007

Author: vincamma

Source: slideshare.net

Description

MSc Corporate Communication USI Lugano
Sponsoring & Event management

Sponsoring Università Master & Event della of Science in Management Svizzera Communication SE 2006 Italiana and Economics Carlsberg & Euro 2004 Thinking to Swiss. Towards 2008. From Euro 2004 to Euro 2008 passing by Switzerland. by Yvan Bianchetti, Giuseppe Balduzzi Vincenzo Cammarata, Aron Camponovo Oshie Raymond

Sponsoring Università Master & Event della of Science in Management Svizzera Communication SE 2006 Italiana and Economics 1. The strategic approach: three main pillars Participating Swiss Football Team to Euro 2004 > get the brand Carlsberg into the hearts and heads of the Swiss football fans. Early start of the marketing activities > using the football platform during a longer period. Increasing the purchase rate > Coordinating all efforts on increase brand awareness and relevance.

Sponsoring Università Master & Event della of Science in Management Svizzera Communication SE 2006 Italiana and Economics 2. Implementation of strategy: actions Adv Campaign with logo of Euro 2004 > On the main media channels. Promotion: “Drink Carlsberg, go to Euro 04!” Product availability “on site” (adv Below the line - Retailers) Organize event in Portugal (Eg. Outside Lisbon Stadium) Sponsorship of ASF-SFV (during all time)

Sponsoring Università Master & Event della of Science in Management Svizzera Communication SE 2006 Italiana and Economics 3. Timing 2004 2005 2006 2007 2008 ‘03

Sponsoring Università Master & Event della of Science in Management Svizzera Communication SE 2006 Italiana and Economics 4. Objectives and conclusions Continuing to be the “official sponsor” of ASF-SFV Main sponsor of “Austria-Swizerland” EURO 2008 Championship Obtain the clue of the benefit from the investment in Switzerland. Pushing in CH the EURO 2004 Carlsberg prepared the floor to maximizing benefits in the “home” of EURO 2008. It is a very good example of a winner long term strategy.

Sponsoring Università Master & Event della of Science in Management Svizzera Communication SE 2006 Italiana and Economics Carlsberg & Euro 2004 Thinking to Swiss. Towards 2008. From Euro 2004 to Euro 2008 passing by Switzerland. Thanks for your attention by Yvan Bianchetti, Giuseppe Balduzzi Vincenzo Cammarata, Aron Camponovo Oshie Raymond

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