Fundamentals of Business

The standard rights package includes

The standard rights package includes:

√ The use of the Official Marks
√ Exposure in and around the stadium, in all Official FIFA publications and on the official website, http://www·fifa·com
√ Acknowledgement of their support through an extensive FIFA World Cup sponsor recognition programme
√ Ambush marketing protection
√ Hospitality opportunities
√ Direct advertising and promotional opportunities and preferential access to FIFA World Cup broadcast advertising

In addition, the Partners are offered the possibility to tailor their sponsorship according to their marketing strategy and needs. For example, they can individually use the Official logo and create composite logos. This not only allows them to differentiate themselves creatively from uninvolved third parties but also gives them an excellent marketing tool.

Business Models
The concept of product vs. product in competitive marketing is dying. It's slowly becoming business model vs. business model. Business model innovation can make the competition's product superiority irrelevant. Business model innovation allows a marketer to change the game instead of competing on a level playing field.

√ Customer focus Many companies today have a customer focus (or customer orientation). This implies that the company focuses its activities and products on consumer demands. Generally there are three ways of doing this: the customer driven approach, the sense of identifying market changes and the product innovation approach.

In the consumer driven approach, consumer wants are the drivers of all strategic marketing decisions. No strategy is pursued until it passes the test of consumer research. Every aspect of a market offering, including the nature of the product itself, is driven by the needs of potential consumers. The starting point is always the consumer. The rationale for this approach is that there is no point spending R&D funds developing products that people will not buy. History attests to many products that were commercial failures in spite of being technological breakthroughs.

The four elements of the SIVA model are:

Solution: How appropriate is the solution to the customers problem/need

Information: Does the customer know about the solution, and if so how, who from, do they know enough to let them make a buying decision

Value: Does the customer know the value of the transaction, what it will cost, what are the benefits, what might they have to sacrifice, what will be their reward?

Access: Where can the customer find the solution. How easily/locally/remotely can they buy it and take delivery.
This model was proposed by Chekitan Dev and Don Schultz in the Marketing Management Journal of the American Marketing Association, and presented by them in Market Leader - the journal of the Marketing Society in the UK. The model focuses heavily on the customer and how they view the transaction.