Using sports marketing to engage with consumers
A Kia Motors case study

Page 1: Introduction

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Today’s consumers have higher expectations than ever before. Dramatic improvements in media, communication and transport have made the world’s economy more connected. Products developed in one country have become increasingly attractive in other parts of the world. However, entering markets in other parts of the world is not an easy task. Entrants face many different challenges as they...
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Page 2: Marketing

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The Chartered Institute of Marketing defines marketing as: ‘The management process responsible for identifying, anticipating and satisfying customer requirements profitably.’   In simple terms, it is the process where customer needs are identified and serviced through the products and services that satisfy them. This starts with a process of planning at the very top of an...
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Page 3: Promotion

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Promotion is about communicating with customers and potential customers. It has a number of purposes, for example: to increase awareness – such as the range of vehicles Kia offers to raise brand recognition – this is important in an industry with over 30 major players in the UK to increase demand – thereby helping to meet the objective of growth in the UK to improve...
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Page 4: Above-the-line and below-the-line promotion

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Above-the-line There are a number of approaches to promotion that are open to organisations. Above-the-line promotions use mass media methods. This type of promotion focuses on advertising to a large audience. It includes print, online media, television and cinema advertising. As the fourth largest car company in the world, Kia is a big brand. It offers a range of products targeted at...
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Page 5: Sponsorship

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Sponsorship involves positioning and matching brands together. It develops a relationship that is both comfortable and positive for both businesses. Kia’s partnership with Surrey County Cricket Club was its first venture into cricket. Cricket is becoming an increasingly popular sport. The T20 form of the game has helped the sport appeal to a larger audience. Sponsorship provides Kia...
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Page 6: Conclusion

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It is very difficult for a large brand, no matter how good the products are, to enter a mature market in which existing brands are popular. This is a major challenge for Kia in the UK car market. Kia has created a variety of partnerships through different forms of sponsorship. These sponsorship deals help Kia raise its brand profile and create positive associations with key sporting events and...
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