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