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
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
Research Objectives and Focus Areas
The primary objective of this research is to analyze the sport sponsorship programs of Grameenphone in Bangladesh and to determine the relationship between these programs and their impact on corporate sales through the enhancement of brand awareness.
- Evaluation of sports sponsorship programs using recall and recognition tests.
- Assessment of the link between sponsorship initiatives and brand awareness levels.
- Analysis of how brand awareness influences consumer decision-making and purchase behavior.
- Examination of the efficacy of different sporting events (Cricket, Football, Golf, Boat Racing) in brand building.
- Strategic recommendations for future CSR and sponsorship investments for Grameenphone.
Excerpt from the Book
4.4 Reason behind the result
Lower level of Association with domestic Football of Spectators
Football is one of the most popular sports in Bangladesh. Domestic, international club, international (Euro Champion Ship and others) and World cup. As a member of FIFA Bangladesh has not got chance to play in world cup event but it arranges international events such as – SAARC games, SAF Games etc. it is found that 100 percent of the respondents like world cup event. In question to rank their preference world cup dominates over all categories. International (EURO, African Nations, Friendship Match) and international club competition has second and third preference category respectively. SAARAC and other international football events as well as domestic football match are in fourth and fifth preference according to respondent ranking. Why it has been occurred? Basically quality of local football player is very low. Local people by watching different matches during international events including world cup set a standard by which they judge local players and find that they are very lower standard in quality. People have a negative association with local football. At regional level they do not play good match. As a result domestic football event has not created a good image to their football lovers. As the people do not feel interested at domestic football, sponsorship at these events brings no change.
Summary of Chapters
Chapter one: This chapter provides an introduction to the research, outlining the importance of sponsorship in marketing, the objectives of the study, and the research questions concerning the impact of CSR on sales.
Chapter Two: This chapter reviews the literature regarding marketing promotion, public relations, sponsorship theory, and the specific strategies used by Grameenphone in its sporting activities.
Chapter Three: This chapter details the research methodology, including the philosophical approach, data collection strategies, sampling techniques, and the ethical considerations involved in the study.
Chapter Four: This chapter presents the findings of the empirical research, including demographic analysis, recall and recognition tests for various sports sponsorship programs, and a discussion on the impact of brand awareness.
Chapter Five: This chapter provides specific recommendations for Grameenphone regarding its sponsorship portfolio based on the study findings and offers a final conclusion on the effectiveness of CSR through sport sponsorship.
Keywords
Corporate Social Responsibility, Sponsorship, Sports Sponsorship, Recall, Recognition, Brand Awareness, Customer Decision Making, Sells performance, Grameenphone, Bangladesh, Cricket, Marketing, Consumer Behavior, CSR, Brand Equity
Frequently Asked Questions
What is the core focus of this research?
The research explores the effectiveness of Corporate Social Responsibility (CSR) activities, specifically sports sponsorship, on the marketing performance of Grameenphone in Bangladesh.
What are the central thematic areas?
The study centers on sports marketing, sponsorship efficacy, brand awareness, consumer decision-making, and the relationship between CSR and sales performance.
What is the primary objective of this study?
The goal is to analyze Grameenphone's sport sponsorship program and establish whether a positive correlation exists between these sponsorships and increased brand awareness, subsequently impacting company sales.
What methodology was employed?
The study utilizes a qualitative survey research strategy, employing structured questionnaires to collect primary data from respondents, supplemented by secondary data analysis.
What does the main body of the work cover?
The main body covers a literature review on marketing and sponsorship, a detailed methodology section, and a comprehensive analysis of brand recall and recognition regarding Grameenphone's involvement in Cricket, Football, Golf, and Boat Racing.
Which keywords best characterize the work?
Key terms include Corporate Social Responsibility, Sponsorship, Sports Sponsorship, Brand Awareness, Customer Decision Making, and Sales performance.
How does the author explain the failure of football sponsorships?
The author argues that domestic football in Bangladesh suffers from low quality and poor public perception, leading to a lack of spectator interest, which renders sponsorship in this area ineffective compared to international cricket.
Why is Golfer Siddiqur Rahman considered a successful sponsorship?
The study identifies this as a unique sponsorship opportunity that fits well with Grameenphone’s "go beyond" slogan, achieving high recall and recognition rates because Grameenphone is the sole sponsor for this athlete.
What is the conclusion regarding Grameenphone's future strategy?
The author recommends that Grameenphone should prioritize Cricket and Golf sponsorships while withdrawing from domestic football and boat racing to better leverage brand equity and customer loyalty.
- Citation du texte
- Md.Jobair Hossain (Auteur), 2010, The Effects of CSR on Marketing. A Study on Sports Sponsorship of Grameenphone Bangladesh, Munich, GRIN Verlag, https://www.grin.com/document/309727
