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Compact case
Subject category: Marketing
Authors: Scott Andrews (Royal Agricultural College); Emma Tucker (Royal Agricultural College)
Published in: 1996

Abstract

The case considers the attitude taken by a major cigarette manufacturer with regard to its promotional mix and the role played therein of sponsorship. At the onset, the representative from Rothmans'' International Services Division outlines the broad objectives of the international sponsorship programme, before focusing on the association with the Formula One scene, and in particular with the Williams Renault team. The interview then progressed to discuss the implications of sponsorship as a marketing and image-building tool, and concluded by considering the evaluation, monitoring and effectiveness of Rothman''s promotional strategy. At the end of the case analysis and discussion, students should have acquired an awareness of the promotional mix, its constituents and the role of sponsorship as an emerging promotional tool. Due to the restrictive government policies on tobacco advertising, sponsorship has a key role to play in the buying process and in company/brand image-building.
Size:
17,500 personnel in 70 plus countries
Other setting(s):
1995

About

Abstract

The case considers the attitude taken by a major cigarette manufacturer with regard to its promotional mix and the role played therein of sponsorship. At the onset, the representative from Rothmans'' International Services Division outlines the broad objectives of the international sponsorship programme, before focusing on the association with the Formula One scene, and in particular with the Williams Renault team. The interview then progressed to discuss the implications of sponsorship as a marketing and image-building tool, and concluded by considering the evaluation, monitoring and effectiveness of Rothman''s promotional strategy. At the end of the case analysis and discussion, students should have acquired an awareness of the promotional mix, its constituents and the role of sponsorship as an emerging promotional tool. Due to the restrictive government policies on tobacco advertising, sponsorship has a key role to play in the buying process and in company/brand image-building.

Settings

Size:
17,500 personnel in 70 plus countries
Other setting(s):
1995

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