P&G in Sochi 2014: Analysis & Evaluation of the Sponsorship Nasser Almutairi, Jing Shang, Mengen Kong, Yushan Li, Junyan Wu, Isis Hung & Baishuo Xin 4.24.2014
P&G in Sochi 2014: Analysis & Evaluation of the Sponsorship
May 30, 2015
This report aims to explore and evaluate the advertising strategies and practices of Procter
and Gamble Corporation (P&G) during the Sochi 2014 Olympics. This report
covers the Sochi 2014 Olympics profile, P&G’s background, P&G’s advertising activities
and evaluation for the company’s sponsorship campaign. Based on our analysis, P&G has
successfully used low-level messages to present its sponsorship cause as altruistically
congruent with the Olympics.
and Gamble Corporation (P&G) during the Sochi 2014 Olympics. This report
covers the Sochi 2014 Olympics profile, P&G’s background, P&G’s advertising activities
and evaluation for the company’s sponsorship campaign. Based on our analysis, P&G has
successfully used low-level messages to present its sponsorship cause as altruistically
congruent with the Olympics.
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Transcript
P&G in Sochi 2014: Analysis & Evaluation
of the Sponsorship Nasser Almutairi, Jing Shang,
Mengen Kong, Yushan Li, Junyan Wu, Isis Hung & Baishuo Xin
4.24.2014
Brand Basics
Found in 1837 in Cincinnati
Integrity, leadership, ownership, passion for winning and trust
300+ brands; Sold in 180 countries
TA: The middle class; Women aged 18-44
Brand Portfolios
Baby,Feminine & Family Care
Fabric & Home Care
Health & Grooming
Brand Profile
Beauty
Brand Used in Sochi 2014
Top 3 brands
Gillette (15), Pampers (14)
Ariel (9)
P&G and the Olympics
“Kids” “Thank you, Mom” “Pick Them Back Up”
Family Home Family Home
Sponsorship Activities On & Off Site
A home away from home
Activities at the Family Home
Social/networking Beauty studio For men
On Site Activities On Site Activities
Backdrops Signage
Mass Media
Sponsorship Promotion & Leveraging
October, 2013 "Raising an Olympian” documentary series
January, 2014 “Pick Them Back Up”
during the Golden Globe awards
40 clips relating to the “Thank You, Mom” theme before the Games
\ Sponsorship Promotion & Leveraging Digital Media
Advertising Strategy Used During the Sponsorship
• Emotional and Spiritual Appeals
-ads
-activities
• Heightening Visibility
• Shaping and Maintaining Brand Image Through Building Equity
• Theme Consistency
• Leveraging the Sponsorship
• Past Experience
• Arousal
• Social Alliance
• Advertisement and timing
• Demonstration and Active experience
Sponsorship Used For Individuals and Group Factors
• Low-Level Processing
• Congruency and Matching
• Appeal, behavior, and function.
• Attribution Theory
• Balance Theory
• Corporate Community Relation
Evaluation for P&G’s Advertising Campaign
• The nature of emotional and spiritual message
• Constant reinforcement and updating
• Social and economic changes
• Middle class families structure and roles
Future Changes of the Current Message
• Constant enforcement for the spiritual appeal
• Changing the “mom” theme to an inclusive theme
Conclusion
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