Sport as special events for sales promotion
2
Issued Date
2001
Copyright Date
2001
Resource Type
Language
eng
File Type
application/pdf
No. of Pages/File Size
ix, 126 leaves : ill.
ISBN
9740401945
Access Rights
open access
Rights
ผลงานนี้เป็นลิขสิทธิ์ของมหาวิทยาลัยมหิดล ขอสงวนไว้สำหรับเพื่อการศึกษาเท่านั้น ต้องอ้างอิงแหล่งที่มา ห้ามดัดแปลงเนื้อหา และห้ามนำไปใช้เพื่อการค้า
Rights Holder(s)
Mahidol University
Bibliographic Citation
Thematic Paper (M.A. (Sport Management))--Mahidol University, 2001
Suggested Citation
Werakiat Aueprasertvanich Sport as special events for sales promotion. Thematic Paper (M.A. (Sport Management))--Mahidol University, 2001. Retrieved from: https://repository.li.mahidol.ac.th/handle/123456789/107202
Title
Sport as special events for sales promotion
Alternative Title(s)
การจัดกิจกรรมพิเศษด้วยการจัดการแข่งขันกีฬาเพื่อส่งเสริมการขาย
Author(s)
Advisor(s)
Abstract
The objectives of this research were to study policies and decision making in choosing sports events as special events for promotional sales and to study patterns. strategies and managing in order to be successful. The study. which solely focuses on patterns of competition in the Amstel Futsal Thailand Championship 2001 , employs interviewing an executive of the Thai Asia Pacific Brewery Co.,Ltd. who was the owner of the event, and an executive of Siam Sport Syndicate (plc) who is responsible as the organizer of the event. It also includes participant observation by the researcher and data collecting from 300-people sampled that viewed the event at the venue. The findings are presented by analyzing the descriptive data. It is found that Amstel decided to hold a sport event to promote sales because it had analysed the target group and concluded that they were football enthusiasts. Futsal has an image related to Amstel beer. Also, futsal and Amstel are both new comers in the Thai market. Moreover, sports marketing has had great success in Europe. Lastly, the power in public relations of Siam Sport Syndicate assured Amstel of gaining high public interest. The objectives of organizing a special event are to introduce new products to the market, establish an image for the brand, devise brand awareness, make wavs for other prospective promotions, attract new customers, institute a positive reputation for the brand and maximize sales in the long term, as well. The main promotional pattern uses the futsal Thailand championship competition, along with other sales promotional activities such as presenting beer booths with special discounts, game booths, and half-time games. These activities aimed to attract people to the event and allow free trial, which can lead to purchase. Three parties participated in the arrangement of the event. The Football Association of Thailand was responsible for superintendence of the competition. Thai Asia Pacific Brewery Co.,Ltd. handled sales promotional activities. Siam Sport Syndicate (p;
Description
Sport Management (Mahidol University 2001)
Degree Name
Master of Arts
Degree Level
Master's degree
Degree Department
Faculty of Social Sciences and Humanities
Degree Discipline
Sport Management
Degree Grantor(s)
Mahidol University