Sports Marketing in France
Dongbu Daewoo Electronics is aiming to occupy the French market, the major market in Europe, through sports marketing.
The company said it has become an official sponsor for “Hand Star Game 2015,” a game of handball which is the national sport in France.
About 20,000 fans from all over France watched the Hand Star Game, which took place at Bercy Omnisports, a large stadium in the southeast part of Paris, in the middle of December. The game was between an all-star team of professional French players and a team of foreign players.
As a sponsor, Dongbu Daewoo Electronics put advertising on the boards inside the stadium. Since the game was broadcast live by various sports channels, including BeIn Sports, the company had a better-than-expected advertising effect of the brand name and logo exposure.
In addition, major French buyers such as Electro Depot, a home appliances distributor, and Leclerc, a large discount store, participated in the company’s latest dealer show. At the show, the company provided an opportunity for buyers to have hands-on experience of major products, such as global platform refrigerators, new washing machines, retro-design small refrigerators, microwaves and wall-mounted drum washing machines, promoting its products and enhancing its brand image.
With solid products, Dongbu Daewoo Electronics ranked third and fourth in terms of the market share in the microwave and side-by-side refrigerator markets in France this year.