Research Paper on:
Vodafone Ducati Sponsorship Proposal

Unformatted Sample Text from the Research Paper:
Objectives 8 4.2 Sponsorship Strategy 9 4.3 Evaluation Criteria 10 4.4 Budget 10 References 11 1. Executive Summary It is proposed that Vodafone should become a sponsor of Ducati for the superbike championships, utilizing the tagline "the power  to talk", in order to benefit from the associations that Ducati have with quality, success and power, and gain a high level of exposure of to a company that has  a strong following, including more than 12 million individual visits to the website every week. The goals are to increase brand awareness and Association as well as directly increase the  number of customers that the company has as well as encourage loyalty, with a marketing campaign undertaken to support the sponsorship on billboards and printed media, with a total budget  of ?1.08 million in addition to the sponsorship costs. 2. Introduction Vodafone is a leading global communications company, a position it has gained since its start up in the UK  in 1984 through an aggressive growth strategy and careful marketing. Part of the marketing has included brand marketing, where the aim is to promote recognition and awareness of the brand  name (Hooley et al, 2004). The firm has a history of using sponsorship to increase brand awareness and compliment the marketing strategy (Vodafone, 2010). With the need to constantly  renew the brand image there is the need to look out for new sponsorship opportunities, to find events or teams where sponsorship will result in the brand name being exposed  to the target market for the services with the ability to create and maintain a positive image that will benefit the product. One company that may be suitable is  that of Ducati, with the Superbike team. To assess whether this is a good potential and how the sponsorship could be used by Vodafone the firms need to be considered