Is this marketing communication an example for the Societal Marketing Concept? Why? Why not?
Answer. The marketing at NFL by leading brands and its official partners is strategically driven around the motif of reaching sports fan customers using this focussed channel. Yes, this form of marketing communication is an example of social marketing as the mode of reaching the masses is not through the positioning of product as such but via the social interest of people in sports. The NFL fans pursue their urge for cheering their favourite sports teams and are subjected to a dedicated marketing communication from the main sponsers of NFL like Pepsi Co., McDonalds, Hyundai, Bridgestone,etc. This clearly explains that the marketing communication at NFL is a subcategory of social marketing as the commercial branding of leading companies is done as a backstage sponser to a mass followed sports event.
Pick three (3) companies and explain why they make good partners for the NFL.
Answer. The three companies which make good partners for NFL are Pepsi Co., McDonalds,and Hyundai Motors. The reasons regarding this inference are discussed below.
Pepsi Co.- Pepsi is extremely focussed in associating its music and sports related platforms to the major sports events in America and NFL is an excellent opportunity to maximize the halftime retail sales (Smith 1). Pepsi utilizes the NFL halftimes for sponsoring some major music events and it has been endorsed my leading music stars like Britney Spears, Michel Jackson, etc.
McDonalds- McDonalds has returned among the pool of chief NFL sponsers in pursuit of targeting the children and internet browsers (smartphone users). The intended gains behind association with NFL is in turn for fighting its main competitor Subway. The resultant gains for this partnership with NFL are in terms of good branding, hike in revenues , and better consumer preferences.
Hyundai Motors- Hyundai has replaced General Motors in America to bag the top NFL sponsor position with a deal of $50 million annually (Strong 1). The reason for this association is that Hyundai was facing drop in its annual sales and it spent on NFL to get the most focussed reach to its target audience and use it as a platform to tell Hyundai brand story.
Works Cited
Smith, Seana. "PepsiCo Pays Big Bucks for Powerful Brand Promotions".2014.Web. Feb 13. 2016.
Strong, Michel. "Hyundai replaces GM as top NFL sponsor".2015.Web. Feb 13. 2016.
