Billy Adamsen & Karsten Bobek Sport & Event Management, Written Assignment. April 2017 Side 1 Zealand Institute of Business & Technology, Slagelse Spring 2017 Elective module, Exams Sport & Event Management Written AssignmentBilly Adamsen & Karsten Bobek Sport & Event Management, Written Assignment. April 2017 Side 2 Formalities in general: Exam regulations: “Elective educational element 1 (specialisation 1): Oral examination based on approved learning activities in the elective educational element. Learning activities can be a big assignment or a variety of written assignments. The oral exam is individual. The examination is based on the learning activities delivered. The test is rated according to the 7-point scale. Form requirements for the written project: Learning activities are prepared in groups of 3-5 students. There is a maximum of 35,000 characters per student in the group (PLEASE SEE BELOW). This also applies if there are a variety of learning activities. Assessment criteria: Evaluation criteria = Learning objectives for the optional element. Time placement: 2nd semester. ECTS: 10” The below attached written assignment consists of 3 questions that relates to the case described below. The written assignment is a group exam of minimum 3 and maximum 5 students in each group starting April 24th and has to be handed-in on May 4th 1t 12:00 2017 at latest on WiseFlow. The oral exam will take place on May 22nd and 23rd. Important: In your handed-in paper, please use Font 12 and 1 ½ line-distance. Front page of your papers must include;  Title  Your name  Education  Course  Semester  Handed-in date  Number of characters The handed-in papers should be minimum 22.500 and maximum 30.000 characters per group (approx. 2.400 characters per page) – literature lists, enclosures, figures, tables etc. NOT counting. Quality, not quantity. Regarding sources, literature etc., in general always remember to add information in relation to where you have found things. Same counts to pictures, figures, tables etc. All books, notes as well as internet is allowed to be used. Plagiarism is NOT allowed. Papers that are below the minimum amount of characters or above the maximum amount of characters will be rejectedBilly Adamsen & Karsten Bobek Sport & Event Management, Written Assignment. April 2017 Side 3 Subject: USING EVENTS AND SPORTS IN MARKETING Cases: ‘Scrubba Wash’ and ‘Suunt Spartan Sport Wrist HR’ We would like you to reflect on and analyze how the following two products could be related to an event or sport, what the companies could achieve in doing so and what the commercial benefits could be? In your analysis, you should come up with answers to the following questions: Question 1: What king of marketing are we talking about: 1.1 What is your impression of how the marketing of the two products have been so far when it comes to branding, image, target groups-market or implementing a marketing plan? You will have to interpret and guess from what’s available on the websites of the companies - (read the cases below, the Marketing Strategy so far used and check the links) 1.2 Please elaborate your answer and explain why that is? 1.3 What kind of marketing would you suggest the company to go with in the future? Question 2: When an event or a sport have been selected then you have to answer the following questions in an elaborated way 2.1 We want you to select an event and or a sport that would be a good fit to the marketing of the products and explain why this event or sport would be good for the marketing of the products 2.2 Does the event or sport fit with organizational mission and values? 2.3 Would there be anything in the event or sport that could be seen as beneficial to the customer? 2.4 Are there any risk for the reputation and values of the company if their products becomes associated with the event or sport that you suggest? Question 3: Prepare an analysis of and a presentation of the event or sportBilly Adamsen & Karsten Bobek Sport & Event Management, Written Assignment. April 2017 Side 4 3.1 We would like you to make a full Pre-qualification analysis of the event or sport. 3.2 We would like you to make a power point presentation of your Pre-qualification analysis. 3.3 We would like you to make a draft of a Post Evaluation of the event or sport – what you have to follow up on. Case 1: Scrubba wash Link: https://www.thescrubba.com/ Marketing Strategy: Transactional marketing through advertising, but also through charity. Need to take next step in their development to expand their brand Background of the Company The mountain that inspired a product - Mt Kilimanjaro The idea for the Scrubba wash bag was conceived in 2010 when founder Ash Newland took a 4 month break from his job as a patent attorney in Australia and decided to travel to Africa to climb Mt Kilimanjaro with a mate. "During the planning stages for the trip, we realised that with all our cold weather and camping gear, we would only be able to pack a few changes of casual clothes. This led to the issue of how we were going to wash our clothes every couple of days. After mulling over this issue for a few weeks, I was led to the idea of washboards - they have been around for centuries and they work very efficiently. The downside is that they are bulky and still require a sink or bucket. It was then that I had the revelation that if we could incorporate a highly flexible washboard into a waterproof sealable bag, we could change the way people wash clothes while traveling". A couple of crude prototypes were constructed just days before leaving Australia and Ash Newland spent each night after work in the week leading up to the trip drafting the provisional patent application. "As we didn't have a chance to try the Scrubba wash bag prototypes before the trip, the first use was in the small town of Moshi in Tanzania and we were astounded by how effective it was". The concept had been validated, but the product was still a long way from hitting the market. Following the success of the Scrubba wash bag prototype over the course of the 4 month trip, the prototype and intellectual property were further developed with the view to licensing the technology. This approach changed in late 2011, when Ash Newland decided to quit his job with a large patent attorney firm to focus on bringing the Scrubba wash bag to market. The first major step to making the Scrubba wash bag a commercial reality was in January 2012 when the concept for the Scrubba wash bag was launched on the crowdfunding platform IndieGoGo by Calibre8. While funds of USD2,500 were sought to assist with tooling, almost USD22,525 was received in pre-orders. Following the success of the crowdfunding campaign which ended in mid-April, pre-Billy Adamsen & Karsten Bobek Sport & Event Management, Written Assignment. April 2017 Side 5 orders were fulfilled in June 2012 and the Scrubba wash bag was officially launched onto the market. "As well as the early adopters from the crowdfunding project, we have received great support from the media including Forbes magazine, Lonely Planet, Buzzfeed, Gizmag and many of the major newspapers across the US, UK and Australia". Fast-forward to the present, Calibre8 has expanded its warehousing to several countries to provide fast shipping options across the globe. The Scrubba wash bag models have also developed with usability and durability the key areas of focus. "Our distribution and retailer network is also continually increasing and the Scrubba wash bag is appearing on retailers' shelves around the world". While originally designed with backpackers in mind, the Scrubba wash bag has also become the best way to clean clothes for people on vacation, business travelers, students living dorm rooms or small apartments, campers, hunters, cyclists, kayakers or people going on cruises. Whether it is so you can pack light, avoid hotel laundry costs, avoid searching for Laundromats, avoid potential hygiene issues washing in a sink, use less water or simply to have the freedom to wash clothes wherever you want, there is an aspect of the Scrubba wash bag that will appear to all travelers.Billy Adamsen & Karsten Bobek Sport & Event Management, Written Assignment. April 2017 Side 6 Case 2: Be the first to know when Suunto Spartan Sport Wrist HR is available Link: http://www.suunto.com/da-DK/ Marketing Strategy: Press release, public attention, advertising in traditional media and on the internet Background of the Company and product: Be the first to know when Suunto Spartan Sport Wrist HR is available! The Spartan Collection grows with a multisport watch featuring best-in-class optical HR technology by Valencell Suunto unveils today the Spartan Sport Wrist HR, Suunto’s first GPS sports watch with optical heart rate measurement for multisport racing and training. To provide its customers the strongest solution available, Suunto partnered with U.S.-based Valencell, the leading innovator in wearable biometric data sensor technology. The Suunto Spartan Sport Wrist HR watch complements the Suunto Spartan collection launched in the summer 2016, combining Suunto’s hallmark robust design with convenient wrist-based heart rate measurement. The Spartan Sport Wrist HR offers athletes the same multisport features as the original Suunto Spartan Sport and will become available in the spring 2017. Wrist heart rate technology from the industry leader Valencell The new Spartan Sport Wrist HR uses Valencell’s patented PerformTek biometric measurement technology, the industry leader in sensor technology accuracy. With a growing demand for easy-touse sport tracking solutions, Suunto endeavored to combine the convenience of optical heart rate measurement with the full set of Suunto sport expertise and accurate tracking, including possibility to use the watch with a traditional heart rate sensor when needed. Full product details will be released later. The Suunto Spartan Sport Wrist HR is part of the Suunto Spartan solution and benefits from the community powered tools available in the Suunto Movescount service and Movescount App. The Spartan Sport Wrist HR will be available in three colors: Black, Blue and Sakura, and its RRP is 599 €.