Review article
Innovative trends of promotion of products and services during the World Football Championship
Marina Gregorić
orcid.org/0000-0003-0741-2908
; Polytechnic of Međimurje in Čakovec, Čakovec, Croatia
Karlo Kovačić
; Polytechnic of Međimurje in Čakovec, Čakovec, Croatia
Ekaterina Blinova
; Plekhanov Russian University of Economics, Moscow, Russia
Abstract
The subject of this paper is the analysis of the impact of the 2018 World Cup on the promotion and sale of products from individual companies that tailored their products to the needs of people and fans who would follow the second biggest event in the world. Many companies strive to make the best use of the World Cup for the sale of their products or services, and therefore for their own promotion. Some of the best examples of how sales and differentiation of certain products during the World Cup are being analyzed, including the current World Cup in Russia. An empirical quantitative survey was also carried out with a survey questionnaire as an instrument that provided answers to questions to which extent customers tend to spend more during the championships on the purchase of products with the characteristics of the football championship, the Croatian Football Federation and other football teams. The Croatian citizens who participated in the survey were selected based on random sampling. According to the collected data, during the championship, the biggest earnings come from selling beer, flags, football uniforms, t-shirts, shorts, and TVs. From the results of the research, it is evident that the fans who celebrate every victory, but also express sadness over the defeat, "sink“ in drinks, mainly drinking national beer, and are inclined to buy products with fanciful features. Since Croatian national representation participates in World Championships and fans of football are a great support to them, the euphoria brings them to a higher level of expenditure on the related products, which gives companies and entrepreneurs opportunities to higher earnings.
Keywords
promotion; products; services; World Football Championship; football; fans
Hrčak ID:
221249
URI
Publication date:
19.6.2019.
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