The Effects of CSR on Marketing. A Study on Sports Sponsorship of Grameenphone Bangladesh

Research Paper (undergraduate) , 2010 , 47 Pages , Grade: 3.5 (A-)

Business economics - Offline Marketing and Online Marketing

Sponsorship has emerged noticeably over the few decades. The relationship between sponsor and sponsorship is very important for this new century. Both parties have been gaining advantages from sustainable sponsorship relation. Sponsorship program is treated as CSR activity of a corporation. Grameenphone is the largest telecom network service providers in Bangladesh. It has been engaging at different socio cultural activities through sponsoring as part of its Corporate Social Responsibility. Sports sponsorship has been very import to it. It has been sponsoring in cricket, football, golf, local sporting events such as – Boat racing. Survey research strategy has been used at this study because it has collected the research data from the selected company without any experiment from the existing elements and from the existing customer of the company. The main purpose of this study is to study the sponsorship program and also the brand awareness capability of this term. Both primary and secondary data has been considered.

Main objective of this research is to study the sport sponsorship program of Grameenphone, Bangladesh and find the relation between sponsorship program and its effect on sales by increasing brand awareness. To judge brand awareness of such sporting events recall and recognition test has been conducted. From Brand Recall and recognition test, it is found that out of different sports sponsoring program Grameenphone’s sponsoring at Golfer Siddiquer has the highest recall and recognition rate. Sponsoring cricket has the second highest recall and recognition rate. Boat racing and Football sponsoring has lower recall and recognition rate. It can be said that Brand awareness is higher at sponsoring at Golfer Siddiquer and Cricket. Brand awareness is lower at sponsoring boat racing and football sponsoring. So GP will not get benefited from sponsoring at Football and Boat Racing. GP will get benefited by learning advantage, consideration set benefit and consideration choice benefit from cricket, golf sponsoring. All of these will create new customer base, retain the existing customer and building customer equity which will convert a customer a to loyal customer.

It is better for GP to keep aside from sponsoring at Football and boat racing activities. GP can engage more in Cricket and golf in new ways.

Table of Contents

Abstract

Chapter one
1.0 Introduction
1.1 Aims.
1.2 Research Significance.

Chapter Two
Literature Review
2.0 Introduction.
2.1 Marketing promotion
2.2 Sales promotion
2.3 Public relations
2.4 Sponsorship overview
2.5 Corporate Social Responsibility
2.6 Sport Sponsorship.
2.7 Measure of Effectiveness of Sponsorship Program
2.8 Influence of Brand Awareness in Consumer decision making
2.9 Grameen phone and Sponsorship.

Chapter Three.
Research Methodologies.
3.0 Introduction.
3.1 Research philosophy.
3.2 Research approach:
3.3 Research strategies:
3.4 Research design:
3.5 Data collecting strategies:
3.6. Sampling Technique:
3.7 Data Analysis methods and tools.
3.8 Research Limitation.
3.9 Ethical considerations.

Chapter Four.
4.0 Findings and discussion.
4.1 Demographic Analysis of the respondents
4.2 Recall test of Sports Sponsorship Program of GP
4.3 Recognition Test
4.4 Reason behind the result
4.4 Impact of Brand Awareness of Grameenphone on Consumer Decision making and sells.

Chapter Five.
5.0 Recommendation
6.0 Conclusion

References

• Course: Consumer Behavior
• Grade: 3.5 (A-)
• Author: Md.Jobair Hossain (Author)
• Publication Year: 2010
• Pages: 47
• Catalog Number: V309727
• ISBN (eBook): 9783668085626
• ISBN (Book): 9783668085633
• Language: English
• Tags: Corporate Social Responsibility, Sponsorship, Sports Sponsorship, Recall, Recognition, Brand Awareness, Customer Decision Making