LUBS 5407M Puma and MCFC Co-Branded Football Kits Assignment Help
This brief consists of 5 printed pages, which is identified by the Code Number LUBS 5407M
Puma is one of the most recognisable sports brands in the world, despite competition from established brands, such as Nike and Adidas. Puma has evolved and shifted its focus over the years and now focusses on a sports lifestyle and cultural crossover position in the marketplace, with high profile partnerships with Rihanna, Jay-Z and Selena Gomez.
Puma’s recent strategy is to reconnect the brand’s long history with football & football clubs by raising the brand’s profile globally with partnerships with premier league clubs. Since 2014, Puma has been the kit provider for Arsenal FC – the largest commercial deal in the history of both the football club and the brand at the time. When this deal expires at the end of the 2018/2019 football season, Puma will sponsor another English premier league football club, Manchester City FC (MCFC).
MCFC is owned by the Abu Dhabi United Group. With investments in facilities, commercial teams, marketing, business and support services, playing talent and the youth system, this has led to MCFC being one of the best in the world. The club is noted not only for its onfield success, but its marketing and fan engagement, and its award winning programs, such as the Cityzens membership & sponsorship/partnership marketing initiatives. MCFC have a strong relationship with its core fan base and the Manchester area. The club’s emphasis on ‘Beautiful Football’
ensures that the games are played and won in a way that is enjoyable for the players, fans, and neutrals. All MCFC’s sponsors and partners are required to buy into this belief.
Puma’s sponsorship of the club entails:
- Product and merchandise sales of
Puma and MCFC co-branded football kits,
training wear, and supporting merchandise
to fans of the club, and of football globally
- Positioning the brand as a leader in
global sports – aligning with one of the top,
and fastest growing sports properties in the
world sport, and the talent within that club.
LUBS 5407 Advertising
Puma will be taking over as sportswear partner for Manchester City FC from Nike, who held the deal for the previous 6 years, during which time Puma held a partnership with rival club, Arsenal.
Devise an advert that links Puma and MCFC together with the launch of the new Puma and MCFC first team kits in summer 2019.
Remember to focus on the unique style and approach that Puma has with MCFC that is different to Nike’s relationship with MCFC
Assignment format: Your assignment is to be written in a report format and should address the following elements, including academic theory and models, where appropriate:
- Background analysis and fan (consumer) insight
- Advertising objectives and rationale
- Completion of a creative brief (use any A4 creative brief format)
- Creative concepts (with supporting justification for ideas)
- Creative execution in the form of a Print ad. You may find it helpful to articulate your creative work in writing.
- An outline of how the campaign will be evaluated
- Ethical considerations
- You will be judged on the transference of relevant, persuasive ideas and good articulation of your concepts NOT on the standard of drawing or photoshop skills. Your print ad may be rough, hand drawn images or a collage of images.
- If you choose to support your print ad with a radio ad, a script would be required. Similarly, if you include a TV ad, a storyboard would be required.
- If you wish to include online, stadium or ads on Puma and MCFC channels, then these would be supplementary information for the appendices.
- Please note that you are not allowed to contact any external organisations, suppliers, nor the media without the company’s permission. Any rumours whatever their validity may impact the company in question so please exercise caution.
- If you wish to conduct any primary research interviews outside of the University’s premises eg with fans, you will need to seek approval from the Tutor. This precludes research conducted via telephone / internet.
- Students are permitted to share their primary data collection, as long as they undertake their own interpretations of the data. Please ensure that any shared raw data is placed in the Appendices. Students who use the same interpretation of data in the main body of the report may breach plagiarism rules.
Assignments should be a maximum of 3,000 words in length.
All coursework assignments that contribute to the assessment of a module are subject to a word limit, as specified in the online module handbook in the relevant module area of the MINERVA.
The word limit is an extremely important aspect of good academic practice, and must be adhered to. Unless stated specifically otherwise in the relevant module handbook, the word count includes EVERYTHING (i.e. all text in the main body of the assignment including summaries, subtitles, contents pages, tables, supportive material whether in footnotes or in-text references) except the main title, reference list and/or bibliography and any appendices. It is not acceptable to present matters of substance, which should be included in the main body of the text, in the appendices (“appendix abuse”). It is not acceptable to attempt to hide words in graphs and diagrams; only text which is strictly necessary should be included in graphs and diagrams.
You are required to adhere to the word limit specified and state an accurate word count on the cover page of your assignment brief. Your declared word count must be accurate, and should not mislead. Making a fraudulent statement concerning the work submitted for assessment could be considered academic malpractice and investigated as such. If the amount of work submitted is higher than that specified by the word limit or that declared on your word count, this may be reflected in the mark awarded and noted through individual feedback given to you.
The deadline date for this assignment is 12.00 noon on Thursday 9th May 2019.
An electronic copy of the assignment must be submitted to the Assignment Submission area within the module resource on the Blackboard MINERVA website no later than 12 noon on the deadline date.
Faxed, emailed or hard copies of the assignment will not be accepted.
Failure to meet this initial deadline will result in a reduction of marks, details of which can be found at the following place:
Please ensure that you leave sufficient time to complete the online submission process, as upload times can vary. Accessing the submission link before the deadline does NOT constitute completion of submission. You MUST click the ‘CONFIRM’ button before 12 noon for your assignment to be classed as submitted on time, if not you will need to submit to the Late Area and your assignment will be marked as late. It is your responsibility to ensure you upload the correct file to the MINERVA, and that it has uploaded successfully.
It is important that any file submitted follows the conventions stated below:
The name of the file that you upload must be your student ID only.
During the submission process the system will ask you to enter the title of your submission. This should also be your student ID only.
The first page of your assignment should always be the Assessed Coursework Coversheet (individual), which is available to download from the following location:
You should NOT include your name anywhere on your assignment