1. Sponsee - The Color Run LLC: 1.1. The overview of The Color
Run:The Color Run (TCR) is a global five-kilometers running event,
which is managed by The Color Run LLC, an American for-profit
company. Being known as The happiest 5k on the planet, the
no-winner racings purpose is to celebrate the healthiness and
happiness by connecting the public together (The Independent, 2014,
November 29). Particularly, the runners are sprayed by colorful
powders when they run through many different color sections during
the race. Music parties, celebrations and food booths typically are
served at the finish line. Despite of not being a charity
celebration, TCR has associated with Global Poverty Project, its
global charity partner, and other local charities in which the
event is hold in order to rise benefit for the communities. More
details will be presented in picture 1.Picture 1: Timeframe of the
Color Run and the Color Run UK:
The period of time from 2013 to 2014 is a significant stage in
TCRs development process. After signing the agreement in 2013 with
IMG group in order to expand the company beyond US, the event
marked its presence in UK, Canada, Europe and Asia, with more than
2 million participants a year later. Insofar TCR has been perceived
as the new phenomenon with the spread of its popular on social
media and TV (Philips, 2013). The number of its sponsors is also
increase with famous brand-names such as Sony and New Balance in
Australia, Nike, Mitsubishi and GMs Chevrolet in US. Moreover, to
distinct it among the rise of other similar events, The Color Run
has added new concept to attract more players, diversifying the
value of the company.1.2. Target audience: With the theme Be
Healthy. Be Happy. Be You, TCR aims to approach a broad audience
including non-runners and professional ones who come from all ages,
especially the generation Y (16-30 years old). According to Larkin
(2013) and Philips (2013), more than 60 percent of participants are
first-time runners who seek the excitement and healthy lifestyle,
mostly from families and youngster. 1.3. The companys mission
statement:Its mission is To bring joy to the world through color.
Apparently, TCR was born to inspire player of all ages and
abilities to run sharing healthy lifestyle and happiness. Hence,
the game has gained its reputation as a unique, entertaining
workout and enjoyable experience. 1.4. The sponsorship analysis:
TCRs sponsors are different in various locations where the event is
located. In UK, 2015 is the third year British people have chance
to take part in the game. In this context, the sponsorship analysis
focus on the UK situation only. (Figure 1)
Figure 1: The sponsorship analysis of TCR UKTime/sponsorThe
benefits that sponsors get from the sponsorship/partnershipThe
benefits that Sponsee get from the sponsorship/partnership
2013DuluxMarketing in Kind: Viral marketing for the Dulux
youtube clipCase and Marketing in Kind:- Brand Awareness: 20,000
participants for the first time introduced in UK (Run247, 2014).-
Dulux is the main sponsor for Color Run 2013
2014Dulux
Capital FM
Save the Children are NSPCCMarketing in kind: Improve brand
awareness. Showing the relationship between then event and the
brand Bringing people together through the power of color. (Run247,
2014).
Marketing in Kind: Improve brand awareness and communication as
Capital FM also team up for running at the event
Cash : Raise fund for children (northernrunningguide, 2014).Cash
and Marketing in kind: The main supporter for 2014 Color Run. Dulux
sponsor for the prize of a sub-contest (capitalfm, 2014). The boost
for increasing participant up to 85,000 (Run247, 2014).
Marketing in kind and value in kind: Capital FM is the main
Media Partner
Marketing in kind : Raise the awareness (Amarillo, 2013).
1.5. The reputation:Although TCR event is quite new hit among
the youth, it has expanded as a hit among the youth, a part thanks
for the viral spread on social media network (Galindo, 2012). Its
key events will be displayed as following ( Figure 2). Figure 2:
The reputation of TCRThe occasionsPositive impactsNegative
impacts
Achievement Signing the contract with IMG Challenger World -the
global sport, fashion and media corporation. The events popular has
gone beyond the US with the support from global company, IMG.
Featured on the news of ESPNs Sports Center channel first time to
be on TV.
There are totally over 2 million runner in the word have joined
in The Color Run (The Color Run UK, 2014). Gaining its reputation
as the largest running race in the world (The Color Run UK, 2014).
- Receiving the prize of 2014 Utah Marketing Award as The Best B2C
Marketing team
Criticism The Color Runs related-charity issue:The Color Run
mislead the participants to think that all revenue will go to the
charity (Amarillo, 2013). Some players are disappointed to learn
that not all revenue are given to charity. (Condie, 2013).
2. The overview of Glacau Vitamin Water: Vitamin Water belongs
to Energy Brands, a subsidiary firm of The Coca-Cola Company, which
produces various lines of enhanced water. It is a colorful
hydrating soft-drink with vitamins and minerals to help the
customer maintain the nutritious balance for a whole day. Until
now, Vitamin Water has been a bestselling in enhanced water line in
US whereas in the UKs market it has introduced in seven
different-tastes. The development of Glacau Vitamin Water has been
influenced significantly after the acquisition of Coca-Cola Co. in
2007 which will be describe clearly in picture 2. The information
related to its parent company, The Coca-Cola Company, also be shown
as bellowed.Picture 2: Timeframe of Glaceau Vitamin Water and The
Coca-Cola Company
Both The Coca-Cola Company and Glaceau Vitamin Water have to
face a lot of obstacles since 2000s until now. On the one hand, The
Coca-Cola Company still maintain its traditional reputation as a
top brand sponsoring for sport 2.1. Target audience:Glacau Vitamin
Water positions itself as a unique and healthy product to the youth
market who are health conscious and desire to enjoy life. Vitamin
water products targeted on the generation Y, mostly youngster and
younger, as all its ad campaigns theme are fun, optimistic and
sporty. (The Coca-cola Company, 2014)2.2. The products mission and
perception:With the mission of Grab lifeby the bottles and hydrate
the hustle, Vitamin Water portray it as a lifestyle product by
which the customers are not only can enjoy tasteful hydrating drink
but also can experience the feeling of life . Moreover, the message
of the Coca-Cola Company is also effect to Vitamin Waters brand
perception which can be recognized via some campaign of
VitaminWater: Make Bore Brillian, and Shine bright (Galindo, 2012).
The Mission of The coca-Cola is To refresh the world, To inspire
moments of optimism and happiness, To create value and make a
difference. (The Coca-cola Company, 2014)2.3. The sponsorship
analysis: Figure 3: The sponsorship analysis of Vitamin Water:Key
eventsThe benefits sponsor get from the sponsee
Sponsors the Vancouver 2010 Olympic Winter Games in Canada.
Increasing brand awareness and reputation as a softdrink official
for athlete at the game.
Worldwide sponsor of London 2012 Olympic Games.Jessie J is
ambassador
Increase their sales in the U.K especially because Vitamin Water
is still at the early stage of product cycle (Galindo, 2012)
Increase brand association: join the show and platform game.
Increasing trial Increasing the brand awareness : associate with
Jessie J
Being the official soft drinks sponsor of London Fashion
Week
Increasing the awareness since the models at the shows drink
VitaminWater and its posters appeared significantly during a
week
2.4. Reputation:Figure 4: The reputation of Vitamin Water The
occasionsPositive impactsNegative impacts
Being acquiring by The Coca-Cola Company in 2007Having more
supports from the parent company: more efficiency marketing
strategy ( have more sponsorships), expand beyond the US market
Because the Coca Cola company have to deal with a lot of criticism,
especially the Health issues since 2000sVitamin Water also was
assessed and criticized by the publics and the industry
watchdogs
In 2009 the Coca-Cola Co. was used by the Center for Science in
Public Interest (CSPI) due to the misleading claim for Vitamin
Water as nutritious (Nbcnews, 2009, Staff, 2011). The coca-cola
company partner, NCAA decided to ban their students to drink six
over thirteen tastes of Vitamin water. (Zmuda, 2009). Effect to the
relationship between two partiesVitamin Water advertising was also
banned at that time in US(Nbcnews, 2009)
In 2011, Vitamin Water was sued again by the United Kingdom's
Advertising Standards Authority for its advertising which claim the
product is nutritious. (BBC News, 2011, Dailymail, 2011).Although
Coca-cola declared that the products sugar content is below the
Europe Food&health regulation, its advertising still be banned
in UK(BBC News, 2011, Dailymail, 2011).
In 2014, Coca-Cola Co. reformulated the product by using stevia
instead of sugar (Suddath, 2014).The company reproduce the original
one to satisfy customers (Suddath, 2014).Receiving the negative
feedbacks from customers toward new taste. (Suddath, 2014).
The brand Vitamin Water is used to stay a strong and successful
brand among the young consumers within the line of enhanced water
beverage. However, its reputation has been decrease over time while
the growth of new and current competitors goes up significantly,
causing the huge threat for Vitamin Waters long-tern success.
Although, the product is the leader in enhanced water drink (making
up 30 % in US market) (Trefis, 2014), its sale is on the decrease
and believe to be declined for coming years in case of not being
rebranding to retain the customers. For the UK market in this
context, Vitamin Water is still being at the early mature which are
likely still have a chance to attract more new buyers, expanding
the share. These information leads to the establishment of the
strategy objectives as following.3. The objective for the
sponsor:Having a clear and sufficient objective is the key to
successful partnership. In this assignment, an S.M.A.R.T matrix
which is defined as a better way to set up goals and objectives.
(Collett, and Fenton, 2011).Figure 5: The Objective of Vitamin
Water at The Color Run eventObjective
SpecificMeasurableAchievableRelevantTime-based
Increase the awareness of Vitamin Water among youngsters from
15-25 years old in UK by 30% over next 6 months (October
2015)youngster from 15-25 year old passing over 40,000 product
sample in each event Increase number of fans on social network 6
months after first event ( in June)
Enhancing reputation
There are many reasons for Vitamin Water choose the Color run
over other events. Firstly, the Coca-Cola Company is well-known as
one of the top Global sponsor for sport sponsorship. Apparently,
global revenues from sports sponsorships will increase in 2015,
making up around 5.3 per cent, being a trend in sponsorship today
(PwC, 2011); and Vitamin Water has a sporty image, hence,
sponsoring for The Color Run is totally a fit sponsorship.
Secondly, the theme of Vitamin Water is happy, energetic and
lifestyle inspiration aiming at the youth which is suitable for the
color run event. In addition, because the runners will need water
before, during and after the event, as well as attract potential
customers, the presence of Vitamin Water in this event will become
a competitive advantage for the company strategy. Moreover, It is
likely that the partnership can bring benefits to both
organizations, in which Vitamin Water can approach to the new
consumers as well as individuals who older and younger demographic
of the main target consumer together with increasing brand
awareness since The Color Run event occurs in 6 largest cities in
UK. Last but not least, the brand can be recognized as a reputable
and highly prolific brand via the public events which increase the
brand image in customer perception. 4. Sponsorship Strategy based
on sponsor objectives:4.1. Discovery:Both Vitamin Water an 4.3
Development:Key target audience:Due to the similar target audience
between the color Run event and Vitamin water as mentioned above,
the key target of the sponsorship will be descried in more
detailed:Demographic: All genre, from 15- 40 years old.
4.2. Action plan:In this assignment, the schedule and location
of event will be based on the real situation, regarding to The
Color Run UKs information (Thecolorrunuk, 2015), the events in UK
would spend from 7th June to 10 October respectively. However,
VitaminWater decides to choose two over six events in total. The
schedule will be as following:Figure 6: the location and schedule
of The Color Run UK 2015 (Thecolorrunuk, 2015)LocationsSchedule
LondonJune 7th, 2015
ManchesterJuly 5th, 2015
The action plan is described in this context will be applied for
the rest of TCR events which share the identical objectives and
activities because the event structure at each place will be the
same and the size of these two
Figure7: the action plan ObjectivesActionsMeasurementResources
used
Increasing brand awareness 1. Becoming title sponsorship of The
Color Run, hence, the brands logo is always at place that the
runners recognize easily.1. Encourage the participant take photos/
video to share their happy moments 1. An unicorn mascot costumes
wearing seven colors ( portray for Vitamin Water s colorful drink)
and have logo Vitamin Water 1. Creating a swag bag: a white
T-shirt, headband, bracelet, a number bib and a VitaminWater
enhanced drink.1. Giving leaflets at the beginning of the race. The
leaflets consist of the product introduction, value and its social
network for retain consumers.1. Giving product sample with
different tastes at the beginning of the race1. Creating some
active games/dance before the run is started i.e. hiring
cheerleader.
1. The brand awareness can be measured via the increase fans on
Facebook 1. Comparing the number of participants this year and last
year1. Logo of Vitamin Water 1. Financed resources1. Humane
resource 1. Vitamin water s social net work
Enhancing the reputation of brand 1. Teaming up a group/ team to
praise charity for the publics. Vitamin Water will contribute the
prize for the winners.1. Create active game / dance in order to
encourage the young keep fit and be active in life.1. Measuring by
the sale and the feedbacks on Social network 1. Financed
resources1. Humane resource
ObjectivesResources implementation
Increasing brand awareness Encouraging large number of target
customer to engage with the game
Enhancing the reputation of brand Receiving the positive
feedback from general publics.
No.Items/personIntention
1T-shirt-Wearing white T-shirt is compulsory to the
participants. The T shirt will have logo of Vitamin water.
2Sunglasses Distributing for the player
3Vitamin water sample six tastes1. Distributing freely to the
runner.
4A5 leaflet1. Introducing information about Vitamin Water.
5Poster display on events1. To increase the awareness and
interest of participants on the product at the events.
6unicorn mascot ( or cute characters)1. To catch the runners
attention and arouse the crowd.1. Be a person who start the game 1.
Reason to use the mascot: mascot is need for the sport event and
unicorn is funny and attractive, inspire happiness and kind of be
suitable for color theme
7Rainbow Headdband1. Distributing for the players ( having the
logo of Vitamin water )
8Bracelet1. Distributing for the players ( having the logo of
Vitamin water )
9hiring cheerleaders1. Arouses the participants before, during
and after the racing
10Uniform for staffs (it must have logo of Vitamin water and
Thecolorrun)1. Staff must wear uniform which have the logo of
sponsors
Feature 8: The list of items the sponsor will provide for the
sponsee:
4.3. Forecast:
Items/tangible goodsQuantityCost per itemTotal cost
Print logo on T-shirt and T-shirt ( racing
cloth)15,000345,000
Rainbow Headdband10,000330,000
Sunglasses15,000345,000
Bracelet20,000120,000
A5 leaflet100,0000.0121,200
Poster display on events( Ao)1505750
unicorn mascot : costume cloth150/day50
Unicorn mascot: hiring person 150/day50
Sample product200,0001.5300,000
Swag bag 5,000550,000
cheerleaders1050/day50
The prize for the winner team 1500500
Uniform for staffs during the event (it must have logo of
Vitamin water and Thecolorrun)50052,500
Total sponsor budget for one event 495,100.00 *
Final sponsor budget (for three events) 990,200.00
References:1. BBC News. (2011).Advert for Coca-Cola Vitamin
Water 'misled public'. Retrieved from
http://www.bbc.co.uk/news/uk-12218673.2. Dailymail,
(2011).Coca-Cola's Vitaminwater adverts branded 'dangerously
misleading' by U.S. consumer group. Retrieved from
http://www.dailymail.co.uk/news/article-1353544/Coca-Colas-Vitaminwater-adverts-branded-dangerously-misleading.html.3.
Staff, Journey.
(2011).http://web.archive.org/web/20130116234344/http://www.coca-colacompany.com/media-center/company-statements/glaceau-vitaminwater-lawsuit.
Retrieved from Statement on The glacau vitaminwater Lawsuit.4.
Nbcnews. (2009).Coca-cola sued over Vitamin Water claim. Retrieved
from http://www.nbcnews.com/id/28675966/#.VTenliFViko.5. Zmuda,
Natalie. (2009).Vitaminwater Runs Afoul of NCAA Banned-Substances
Rule. Retrieved from
http://adage.com/article/news/coke-s-vitaminwater-runs-afoul-ncaa-banned-substances-rule/134534/.6.
Suddath, Clarie. (2014).Vitaminwater Fans Hate the New
Vitaminwater. Retrieved from
http://www.bloomberg.com/bw/articles/2014-06-10/vitaminwater-fans-hate-the-new-lower-sugar-vitamin-water.7.
Collett, P., & Fenton, W. (2011). The sponsorship handbook:
Essential tools, tips and techniques for sponsors and sponsorship
seekers. San Francisco, CA: Jossey-Bass.8.
com.au/story/1750257/claims-cast-colourful-shadow/. Cleaver, Skip.
(2013).The Color Run Racing Series: Highlighting Several
Terrifically Enjoyable Races Around the USA. Retrieved from
http://www.coolrunning.com/engine/1/1_22/16635.shtml.9. Philips,
Sarah. (2013).The Color Run: an American running phenomenon comes
to Britain. Retrieved from
http://www.theguardian.com/lifeandstyle/the-running-blog/2013/jul/09/color-run-american-phenomenon-britain.10.
The Coca-cola Company , . (2014).Mission, Vision & Values.
Retrieved from
http://www.coca-colacompany.com/our-company/mission-vision-values.11.
Run247. (2014).The color run comes to Queen Elizabeth Olympic
park!. Retrieved from
http://www.run247.com/articles/article-5340-the-color-run-comes-to-queen-elizabeth-olympic-park%21.html.12.
capitalfm. (2014).Win 2,500 With Dulux. Retrieved from
http://www.capitalfm.com/manchester/win/dulux-2500-manchester/#LD7bkkek4dUo1KHc.97.13.
northernrunningguide.. (2014).New Dates For Color Run. Retrieved
from http://northernrunningguide.com/news/color-run.14. The Color
Run Uk. (2014).About Us. Retrieved from
http://www.thecolorrun.co.uk/About-Us.15. Amarillo. (2013).Does The
Color Run mislead participants into thinking all proceeds go to
charity?. Retrieved from
http://amarillo.com/news/local-news/2013-07-27/race-leaves-mixed-feelings.16.
Condie, Katrina. (2013).Claims cast colourful shadow. Retrieved
from http://www.ulladullatimes. 17. Trefis. (2014).Coca-Colas
All-Natural Brands Simply And Vitaminwater Could Face Headwinds
Going Forward. Retrieved from
http://www.trefis.com/stock/ko/articles/244334/coca-colas-all-natural-brands-simply-and-vitaminwater-could-face-headwinds-going-forward/2014-06-24.18.
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http://www.tc.umn.edu/~gali0050/portfolio/images/PDF%27s%20for%20website/plcmktg.pdf.19.
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