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Sport Events Marketing

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29th Olympic Games will be held in Beijing, China, on August 8, 2008. ... International distinguished guests. The once-every-4-year media 'World War' ... – PowerPoint PPT presentation

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Title: Sport Events Marketing


1
Sport Events Marketing
  • Tai-Lin, Peng
  • 2007.03.20

2
The Role of Sports Event on City Development
3
The Beijing Olympics Popularity, Finance, and
Spirit
4
  • 29th Olympic Games will be held in Beijing,
    China, on August 8, 2008.

5
The Popularity of the Beijing Olympics
  • Sports stars
  • Foreign politicians
  • News media
  • Sponsors
  • Volunteers
  • Audience and tourists
  • Cultural organizations

6
A Grand Diplomatic Occasion
  • Total attendance - 5,800 people
  • International distinguished guests
  • The once-every-4-year media World War
  • Television viewers for the 2008 Beijing Olympics
    can reach up to 4 billion people
  • The total count of reporters in the Athens
    Olympic
  • - 21,500 registered reporters
  • - 4,000 unregistered reporters
  • The total count of reporters for the Beijing
    Olympics will reach up to 30,000 people

7
  • A Grand Occasion for the World and Branded
    Chinese Corporations
  • Top Olympic Programmed (TOP)
  • 2008 Beijing Olympics Partner Program
  • 2008 Beijing Olympics Sponsors

8
A Happy Gathering for Volunteers
  • The total counts of volunteers in the previous
    Games and the Beijing Olympics

9
A Happy Gathering for Volunteers
  • The Beijing Olympics volunteer activation time
  • Domestic volunteers 2006/08/28
  • Foreign volunteers 2007/03

10
  • A Grand Holiday for Audience and Tourists
  • In the whole year of 2008 Beijing will receive
    4.6 million foreign tourists and 96 million
    domestic tourists
  • During the Beijing Olympics the city will
    accommodate nearly 550,000 foreigners and 2.5
    million domestic tourists

11
A Grand Stage for the Combination of the Eastern
and Western Culture
  • The world gives me 16 days, and I give the world
    5,000 years
  • Nearly 20,000 world-famous sport stars
  • Nearly 10,000 international guests of honors and
    businessmen
  • Nearly 30,000 world media workers
  • 550,000 foreign audience and tourists

12
The Finance of the Beijing Olympics
  • Estimated goal of 1.625 billion US dollars of
    market development has already been accomplished
  • Current market development has topped 2 billion
    US dollars

13
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14
Support from the citizens
  • Enthusiastic purchase of the Olympic mascots and
    souvenirs
  • Support from the overseas Chinese
  • 100-million-RMB donation just for the
    construction of the national swimming pool
  • A provident and honest Olympics

15
The Spirit of the Beijing Olympic
  • The material civilization construction
  • The spiritual civilization construction

16
The construction of material civilization is the
foundation
  • Sport stadium construction
  • 37 stadiums for competing and 63
  • stadiums for training

17
  • Rapid restaurant development
  • A competition among 4 styles of Chinese
  • cuisine
  • A match between Chinese cuisine and Western
    cuisine

18
  • Rapid hotel renovation and upgrading
  • Ongoing transportation construction
  • A Green Olympics promotes environmental
    construction
  • An Olympics of technology with abundant technical
    supports and resources

19
A green Olympics a technology Olympics a
humanistic Olympics
20
The spiritual civilization construction
  • The construction of law and order
  • The construction of morality and civilization
  • 8 honors and 8 disgraces
  • Citizens uncivilized traveling behaviors
  • Tips on improving citizens traveling culture
    and quality
  • Rules of civilized behaviors on Chinese
    citizens domestic traveling behaviors
  • Guidelines of civilized behaviors on Chinese
    citizens overseas traveling behaviors

21
  • Cultural and educational construction
  • 7 years of Olympics preparation is a big class on
    culture and education
  • An undeveloped country is an uneducated country.

22
  • The Olympic Games is the propeller of improvement
    on management and service
  • The Olympic Games accelerates exchanges on
    internationalization
  • Keep a tolerant, peaceful, and mature
    large-country attitude
  • The younger generation is more equipped with
    passion and creativity

23
The Role of Sport Event on City Development
International community
Economic
Culture
Sport Event
Social
Political
Global Economic
24
Case Study
  • Chinese Professional Baseball League
  • - CPBL
  • Super Basketball League
  • - SBL

25
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26
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27
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28
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29
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30
Group Discussion 10 min
  • What factors influence CPBL and SBL events
    attendance and TV spectators?

31
Sport Events Marketing
32
Emotions
Intangible
Team Participants Sport
Participants
Team
Competition
Competition
Sport
Experiences
Feelings
Figure 1 The Tangible and Intangible components
of Sports Product
33
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34
How to define marketing?
  • Marketing is an organizational function and a
    set of processes for creating, communicating and
    delivering value to customers and for managing
    customer relationships in ways that benefit the
    organization and its stakeholders
  • American Marketing Association(2005)

35
Key learning objectives
  • Marketing is an exchange process
  • Marketing is an attitude
  • Marketing is the stakeholder(s) conquest
  • Marketing is satisfying your stakeholder(s)
  • Marketing is service oriented
  • Find out what your stakeholder(s) wants and make
    sure he gets it !

36
Quotes
  • The objective of any company is to know how to
    win clients and keep them!

37
What is marketing management
  • marketing management is planning and
    implementing the development, the pricing, the
    promotion and the distribution of an idea, a
    product or a service for a mutually satisfying
    exchange between organization and / or
    individuals
  • (American Marketing Association)

38
Introduction
  • Basic concepts
  • - Successful marketing strategy means designing
    products, service and programs that emphasize
    product benefits which are important to
    stakeholders provide a sustainable differential
    advantage over competitors.
  • Marketing mindset
  • - Marketing is your business seen from the point
    of view of the stakeholder
  • - Business is not determined by the producer but
    by the stakeholder

39
Introduction
PRODUCT DEFINITION Railroad logistics Copy
machines Petrol manufacturing Film
production Encyclopedias Air conditioners Sport
event
MARKET DEFINITION Moving people and goods Office
productivity Energy supplier Dream
machine Distributing knowledge Climate
control Moral refreshment
40
The fundamental principles of RM
  • Maximizing stakeholders lifetime value
  • Focusing marketing action on strategic
    stakeholders
  • Building and reinforcing the SO Network
  • Objectives Strategic stakeholders - Programs

41
Marketing spirit
Analysis Actions
A better stakeholder approach
42
The marketing process
Marketing channels
Technological-natural environment
Demographic-economic environment
Marketing planning
Marketing analysis
product
publics
Target consumers
price
place
Suppliers
promotion
Marketing implementation
Marketing control
Social-cultural environment
Political-legal environment
competitors
43
Figure Supovitzs success wedge of event
management
44
Win and keep stakeholders
  • Identify a problem
  • Offer a solution
  • and do better than competition!

45
The starting pointmarket segmentation
  • Each market has different needs!
  • Every product or service offering cannot satisfy
    all demands!

46
Segmentation process
  • Market analysis
  • Divide the market in similar groups of
    customers/stakeholders(segments)
  • Select which segment(s) you will target
  • Develop an appropriate marketing program for
    every segment(differentiated approach)

47
Segmentation
  • Forces you to better understand the needs of your
    customers/stakeholder
  • Allows the sport organization to focus on its
    resources
  • Allows you to develop a competitive advantage

48
What is the best segmentation for your sport
organization
  • Stakeholders Satisfying a need, solving a
    problem
  • Sport organization Using your skills and
    Know-how
  • Competition Allows you to develop a competitive
    advantage

49
Its an attitude, not a SO department!
Marketing spirit
Analysis Actions
A better stakeholder approach
50
The tools of marketing analysis 2S3C
  • Stakeholders analysis
  • Sport organization
  • Competition analysis
  • Costs analysis
  • Context analysis

51
Stakeholder analysis
  • Who are they?
  • What do they want?
  • Why do they buy or get involved?
  • When do they buy or get involved?
  • How do they buy or get involved?
  • It is key to understand ALL their needs!

52
Stakeholder analysis
  • If you dont believe that you can solve a
    stakeholders problem, then walk away from the
    opportunity even if the stakeholder is willing
    to deal with you.

53
Sport organization analysis
  • How are we perceived by existing customers/
    stakeholders and prospects?
  • How are we perceived by our competitors?
  • How are we difference?
  • SWOT analysis?

54
Competition analysis
  • Who are our competitiveand tomorrow?
  • Which strategies? Which changes?
  • Market share? Changes? Why?
  • What are their long term objectives?
  • SWOT analysis?
  • How do they react?

55
Cost analysis
  • Where will be / are our source of profit?
  • Is our pricing strategy clear and consistent?
  • Where do we make money and loose money?
  • Who are that most interesting stakeholders?
  • Costs of products/service Vs perceived quality?

56
Decision - Making
  • If you dont position yourself, the market will
    do it for you.

57
Decision - Making
  • The positioning statement
  • - The positioning statement is how you want your
    stakeholder to perceive you
  • Ask yourself?
  • - Why can your SO promise certain benefits
    better then the competition?
  • - What are your strengths that directly relate
    to these benefits?

58
Decision - Making
  • The positioning statement
  • EVEN A VERY SIMPLE positioning statement,
  • With deep consensus
  • With deep commitment
  • Enthusiastically implemented and communicated
  • IS VERY POWERFUL
  • If you dont position yourself, the market will
    do it for you!

59
The marketing mix the action plan for hitting
the targeted segment
  • Products product line?
  • Price Strategy?
  • Communication Strategy?
  • Distribution Options?

60
4 Ps
  • Marketing mix the 4 Ps
  • Product Variety, design, features, brand name,
    packaging, sizes, services, warranties, returns
  • Price Pricelist, discounts, allowance, payment
    period, credit terms
  • Promotion Sales promotion, advertising, sales
    force, public relations, direct marketing,
    on-line one-to-one
  • Place Coverage, distribution channels,
    assortment, locations, inventory, transport

61
Its an attitude, not a SO department!
Marketing spirit
2S3C for analysis 4Ps for action
Analysis Actions
A better stakeholder approach
62
More difference !
  • Most of SO use the same marketing tools
  • Product and service quality is normal
  • High innovation throughout the market
  • Followers are quick to use new technology
  • Customers/stakeholders are more and more demanding

63
Servicing is the differentiating factor!
  • Quick stakeholders/supplier relationships
  • Clear and added-value advises
  • High quality delivery
  • Ecological and sustainable products
  • Customized service
  • Anticipate stakeholders needs

64
Stakeholder approach
  • SO mission in terms of added-value to the
    stakeholder
  • Check stakeholder satisfaction
  • Select the best!
  • Communicate, train, organize, motivate
  • Show the way!

65
Its an attitude, not a SO department!
Marketing spirit
2S3C for analysis 4Ps for action
Analysis Actions
A better stakeholder approach
Your personal involvement in stakeholder
servicing is key to your marketing success
66
What is an Event?
STH
STH
RELATIONSHIPS ACTIONS
EXPERIENCE
STH
SPORT EVENT
EMOTIONS
REPRESENTATIONS
STH
STH
67
Characteristics of an Event (Marketing approach)
  • Creates interest for a large audience
  • Creates emotions that can be shared
  • Has an uncertain end
  • Own identity, values and symbols
  • Can be publicized
  • Can be marketed
  • Receive media attention

68
Characteristics of an Event (Marketing approach)
  • Events are all competing in a very crowed market
  • Successful events have to communicate their
    competitive advantages and position themselves to
    their target group in a very professional way

69
Event dimensions
  • Participation dimension an event for mass
    Participation or a professional show staging
    Sports professionals
  • Time dimension a one-of event, an annual
    recurring event, or a series of events
  • Territorial dimension local, regional, national,
    international, or a top worldwide event
  • Organizational dimension event organized by
    individuals, Sports organizations(clubs, national
    federations, leagues, international governing
    bodies ), public sector, professional promoters ,
    a combination of groups

70
Sport Event Marketing Management
  • Clarify the objectives of the various groups
    composing the Organizing Committee(OC) of the
    event
  • Fulfillment of its social mission
  • Promotion of the sport
  • Creation of sports facilities
  • Development of talents for the sport movement
  • Promotion of the city, a region or a country
  • Financial objectives

71
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72
Marketing objectives
  • Promotion of FIVB mission

73
FIVB Mission
  • FIVB mission is to govern and manage all forms of
    Volleyball and Beach Volley in the world together
    with its National Federations

74
FIVB Mission
  • By organizing worldwide top quality Events
  • By developing quality programs and resources
  • By applying modern management principles

75
Marketing objectives
  • Increase awareness and image of its Sports to
    target groups

76
Marketing objectives
  • Stimulate the worldwide population to play all
    forms of Volleyball and Beach Volleyball

77
Marketing objectives
  • Communicate a coherent image with product
    positioning

78
Marketing objectives
  • increase media exposure

79
Marketing objectives
  • secure financial resources

80
Solution
  • Brand strategy

81
Beach Volleyball WORLD TOUR product
  • Fun experience and settings
  • Exclusive World Tour
  • Global concept for local implementation and
    regional support

82
Product characteristics
83
Product characteristics
  • High quality
  • -show
  • -hospitality
  • -production
  • -location and setting

Handbook
84
Guidelines
  • - choice of sites
  • - choice of uniforms
  • - look of the game
  • - TV production
  • - Entertainment at the event
  • - Promotion plan

85
Brand equity
  • Stakeholders
  • Foundations
  • Legal protection
  • Knowledge
  • Experience
  • Relationships

86
Brand management
  • Global brand management
  • Licensing
  • Promotional tools
  • Preference and customer loyalty

87
conclusions
  • Marketing management concepts and processes
  • Differentiated marketing approach
  • Positioning through branding
  • Planning marketing inventory and programs
  • Developing guidelines
  • Careful implementation

88
conclusions
  • Differentiated branding through emotional
    positioning and innovative communication

89
Various marketing conceptions
Offering
Place
Market
Offering
Market
Promotion
Analysis
Offering
Market
Offering perceived value
90
Marketing exchange process in a transactional
perspective
Environment, market and competition
Expectations and behavior analysis
Ideas, service and goods
Sport Organization
Stakeholder
Participation, money and VIK
Promotion the offering
Sport organization resources and capabilities
91
Case studies
  • Two unique event marketing models
  • What we can learn from thinking outside of the
    box.
  • USA Cycling
  • U.S. Figure Skating

92
  • Case Study
  • USA Cycling

93
  • BMC Software races held in San Francisco
    typically drew 400,000 spectators for the 5 hours
    of mens and womens racing.

94
  • With the success seen by Lance Armstrong in
    the Tour de France, combined with the excitement
    of the BMC Software Grand Prix, USA Cycling was
    realizing its goals of
  • Increasing interest in the sport
  • Growing membership and participant in sport
  • Growth in sponsorship of USA Cycling
  • Increase in sanctioned races
  • End result USA Cycling accomplishing its mission.

95
  • BMC approached USA Cycling about European races
  • Focus on new business opportunities on the
    continent
  • 89th Championship of Zurich entitlement rights
    available
  • Good fit with BMC Softwares Zurich offices

96
  • Partnership resulted in BMC Software
  • Exceeding its U.S. new hire goals each year
  • Increase new business Four new major clients and
    extended contracts on others
  • Enhanced BMC Softwares image of dedicated,
    successful, but fun company to be associated with.

97
  • In summary
  • Business-to-business focused corporation
  • Sponsor not seeking typical brand exposure and
    publicity surrounding spectator-centric event
  • Non-traditional approach to the promotion of a
    traditional sporting event
  • Sponsor, National Governing Body, athletes and
    spectators enjoy success of five year
    relationship

98
Case study U.S. FIGURE SKATING -The power of a
marketing partnership
99
The Marketing Partnership
  • ABC Sport and U.S. Figure Skating develop
    first-ever marketing partnership with an NGB.
  • The product ABC sports given broadcast rights to
    top five U.S. Figure Skating properties
  • - Skate America
  • - 3 pro vs. amateur events
  • - U.S. Championships
  • Marketing rights
  • Value 100 million / 8 years

100
Event marketing / sales
  • Figure Skating delivers passionate fans in a
    specific demographic segment
  • Sport reaches a unique demographic
  • - Girls and women 12
  • - Emphasis on women 25-54
  • - ESPN ABC Sports Poll research shows
  • 1.Of women ages 35-54, 69.7 figure
    skating fans
  • 2.Fifth largest fan base among people
  • 12 behind NFL, MLB, college football
    and NBA

101
Event marketing / sales
  • Figure Skating delivers dedicated and upscale
    on-site fans both male and female
  • 32 travel over 250 miles to attend an event
  • 76 have watched 5 television events in the past
    year
  • 71 have college degree
  • 52 have household income of 75,000
  • 34 have household income of 100,000

102
Saving the Games
  • Marketing During Difficult Times-An Olympic Case
    Study

103
IMG Olympic Experience
104
The Olympic Partnership
International Communications e.g. Intranet
External Communications e.g. Intranet
Advertising
Corporate Programs (Business Partnership
Entertainment)
Foundation
LEVERAGE OLYMPIC SPONSORSHIPS
Public Relations
Promotions
Human Resources / Recruiting
Investor Relations
Community Relations
Other Sponsorships
Incentive Programs
105
Fall 1998 The Olympic in Turmoil
  • International Olympic Committee (IOC) members
    ethics questioned
  • Salt Lake City Organizing Committee for the 2002
    Olympic Winter Games (SLOC) embroiled in bid
    scandal
  • Headlines predicting the demise of the Games
  • United States Olympic Committee (USOC) needed to
    renew sponsors through 2004 and to bring on new
    partners
  • Rings said to be tarnishedbut how tarnished?

106
Asking for Help
  • SLOC USOC formed the Olympic Properties of the
    United States (OPUS), a marketing joint venture
  • Salt Lake Games were US379 million in red
  • Budget reflect millions of revenue dollars
    unlikely to materialize
  • OPUS approached IMG to help in sponsorship sales
    in Spring of 1999

107
Taking a Risk
  • Concerns
  • - Damaged property?
  • - Non-receptive corporate market
  • - Putting our reputations on the line
  • Potential Upside
  • - Save the Games
  • - Make money for USOC, SLOC and IMG

108
The decision to move forward
  • Asses the market
  • Outlines products positive attributes
  • Determine pricing structure
  • Develop package of rights and benefits
  • Map out sales strategy
  • Identify prospective companies
  • Implement
  • Tweak

109
Assessing the market
  • Research Conducted
  • Games are about the athletics, not
    representatives in Lausanne Switzerland
  • Fan base remained steadfast in support of U.S.
    Olympic Movement and sponsoring companies through
    the bid scandal
  • Consumers think highly of and support companies
    that support the U.S. Olympic Movement
  • Olympics remain a strong brand

110
Assessing the Market About the Athletics
111
Assessing the Market Fan Base Support
112
Assessing the Market Support of sponsors
Consumers feel good that U.S. companies sponsor
the Olympics
113
Assessing the Market Support of sponsors
Olympic Sponsors Deserve My Business
( Agree/Strongly/Agree )
114
Positive Attributes The Olympic Brand
  • Identity
  • Aspirational
  • Inspirational
  • Dignified
  • Optimistic
  • Peaceful
  • Patriotic
  • Fair
  • Multicultural
  • Trustworthy
  • Respectful
  • Honest
  • Joyful

115
Positive Attributes The Olympic Brand
  • Personality
  • Strong Value including
  • - Hard work
  • - Pride
  • - Determination
  • Upbeat Disposition
  • - Joy
  • - Optimism
  • - Passion
  • - Excitement

116
Positive Attributes The Olympic Brand
  • Points of Difference
  • Provides role models for children
  • Shows leadership in defining standards
  • Makes people feel good about mankind
  • It is unique there is nothing else like the
    Olympics and its athletes

117
Pricing Structure
  • TOP programmed approximately US35 million over
    four year period 2000-2004
  • OPUS Sponsor/Supplier Program
  • - Still valuable product
  • - Most powerful marketing platform in U.S. and
    globally
  • - Sponsor US20 million over 5 year period
    1999-2004
  • - Supplier US5 million over 5 year period
    1999-2004
  • - Still affordable for the right type of company
  • Incremental spend to leverage

118
Benefits Package
  • Use of marks Designations
  • Advertising Promotion
  • Use of Imagery for Commercial Purposes
  • Products, Packaging, Facilities Vehicles
  • Conversion Marketing
  • Access to Mascots
  • Olympic Merchandise
  • Showcase Products on Site
  • Recognition Program
  • Assess to Hotel Room Tickets Supply
  • Ability to Participate in Signature Programs
  • Assess to Official Advertising Opportunities
  • Ability to Create Cause-Related Programs

119
Final Analysis The numbers
  • Closed over 94 million in 12 deals for OPUS
  • - Experienced 70 contact rate
  • - Conversion of responses to meeting was 65
  • - 12 meeting-to-deals-closed conversion rate
  • SLOC budget balanced and in the black
  • - Due in part to sponsorship revenue
  • - Due in part to shrewd cost-cutting measures

120
Sponsorship Persuasion Model
121
Sponsorship programmed
Event right owner (sport club )
Sponsor
Local authorities
Athletes
Media partners
Participants
Sympathizers
Sponsors clients
Public opinion
In collaboration with
Address to
122
Sponsorship event
Event right owner (sport club )
Local authorities
National federation
Volunteers
Media partners
Participants
Spectators
Sponsors
Medias clients
In collaboration with
Address to
123
Sponsorship marketing programmed
Other association
Volunteers
Sponsors
Media partners
Participants
Disadvantaged communities
Public opinion
Opinion leaders
Local authorities
Sport Club
In collaboration with
Address to
124
Themes
  • An operational definition of sponsorship
  • Sponsorship as an Integrated Marketing
    Communication
  • Sponsorship as persuasive strategy
  • Designing a dynamic model for managing
    sponsorship

125
Lets start with action
126
Sponsorship objectives
  • Increase sales and market share
  • Increase brand or products awareness
  • Demonstrate products performance
  • Provide credibility to their brand or product
  • Build image in the marketplace
  • Stimulate their sales force
  • Stimulate their distribution network
  • Develop goodwill and positive attitude towards
    the brand
  • Develop B2B relationships
  • Hospitality with customers
  • Internal shared values
  • Maintain leadership in market place against
    competition

127
Combined Strategies
  • Sponsorship objectives derived from marketing
    strategies
  • Strategies evolve in time following the plan
    brand recall, awareness, image, know-how,
    channels, sales ..
  • Change according to targets

128
Exploiting the Programs
  • Multiply associations between sponsor, event
    and target audience
  • Media and promotional activities
  • Signage on-site
  • PR activities
  • Merchandising
  • Human resources programs

129
Sponsorship Package Structure
  • Hierarchy (naming rights)
  • Inventory
  • Exclusivity (product exclusivity)
  • Contribution vs. Visibility (rights and
    obligations)
  • Image
  • Servicing
  • Less for more

130
Golden Rules
  • Exploit what you can
  • Only exploit what you can deliver
  • Fulfill the objectives of your events and those
    your partners

131
Developing Strategic Choices Concerning
Sponsorship (event)
  • Fit between event brand equity and the sponsor
    desired brand equity.
  • Acceptability and goodwill of the association
    between the sponsor and the event
  • Compatibility between the sponsors
    marketing/communication objectives and the
    marketing/communication possibilities
  • The possibilities of activating the sponsors
    brand among the communication target by the
    sponsor
  • The competitiveness of the offers in a
    competitive perspective.

132
Acceptability of the Association
  • Quotes
  • There is a logical connection between the event
    and the sponsor
  • The image of the event and that of the sponsor
    are similar
  • The sponsor and the event go well together
  • The company and the event wish to express the
    same things
  • For me, its logical for this company to sponsor
    this event

133
Parties Objectives
134
What Are Sponsors Looking For?
  • Understanding sponsors expectations
  • Sponsorship to meet their marketing objectives
  • Commercial objectives aiming at selling more
    products and services
  • Corporate objectives aiming at promoting sponsor
    social values and performance and corporate
    citizenship

135
Coca Cola and the Olympics
  • Start in 1928
  • To demonstrate Coca Cola commitment to the OG
  • To share the spirit of unity and competition
  • To make our connection to the OG more
    meaningful
  • The OG are truly global events that provide an
    opportunity to bond the brand with our consumers
    all over the world through activities and
    promotions they appreciate and understand

136
Coca Cola Experiential Marketing
  • In Coca-Cola strategy, sport is a privileged
    means of experience with the brand by the
    consumer because it is associate with the concept
    of feast and relaxation
  • A physical and moral refreshment

137
2008 Beijing Olympic Marketing Plan
138
Importance of Market Development
Market development plays a crucial role in
guaranteeing a successful Olympics Budgetary
Expenditure US1.625 billion Market
development revenue ratio lt80
139
Market Development Mission
  • Complying with the Olympic Charter and the
    concepts of a Green, Science, and Humanism
    Olympics
  • Raise funds for the Olympics, Special Olympics,
    and Chinese Olympics
  • Encourage Chinese and overseas businesses to
    actively participate and help to develop a
    national brand identity
  • Provide services and reporting mechanisms to
    enterprise sponsors, creating a win-win
    situation

140
The Olympic Partners (TOP) program Advance
development of Olympic sports
141
Market Development Strategy Key Components
Sponsor Plan
Charter Plan
  • Ticketing Plan

142
Three-Tiered Sponsor Plan
Cooperative Partnerships
Sponsor Enterprises
Supplier Enterprises (Exclusive
Supplier/Supplier Enterprises)
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Charter Merchandise Strategy Goals
  • Intensively promote the Olympics and Beijing
    Olympics brand image
  • Vigorously advance the fundamental concepts of
    the Beijing Olympics
  • Establish a platform so that more world-class
    enterprises participate in the Olympics
  • Actualize fundraising goals for the Beijing
    Olympics

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Charter Merchandise Positioning
  • -Promote the Beijing Olympics brand image
  • -Green, Science, and Humanismthe three
    fundamental concepts of the Olympics
  • -Advance product development concepts that focus
    on originality, top quality, and environmentally
    friendliness
  • -Satisfy the varying needs of different consumers

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10 Kinds of Charter Merchandise
  • 1)  Souvenir medallions
  • 2)  Clothing and accessories
  • 3)  Toys
  • 4)  Stationery
  • 5)  Arts and crafts
  • 6)  Jewelry
  • 7)  Articles of daily use products
  • 8)  Audio-visual products and printed
    publications
  • 9)  Sporting goods
  • 10) Food products and others

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Overseas Strategy Operational Model
  • Cooperation
  • The International Olympic Committee (IOC) is the
    governing body holding rights to the symbols used
    by the Beijing Olympics within the Chinese
    Olympic Committees regional jurisdiction. The
    IOC also possesses regional approval authority
    over the great majority of National Olympic
    Committees (NOCs). Thus, the coordination and
    management of the overseas strategy shall be the
    mutual responsibility of both the Beijing
    Olympics Organizing Committee and the IOC. The
    implementation of the overseas strategy will be
    in coordination with the IOC, and the Beijing
    Olympics Organizing Committee will work together
    with the IOC and the NOCs

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  • Market Selection Principles
  • In the selection of target markets, the
    Beijing Olympics brand name recognition and
    market demands within the respective regions will
    be considered. This will help to ensure ready
    access to the regions traditional retail sales
    channels (storefront retail sales) and successful
    implementation of the marketing strategy.
  • In addition, charter merchandise will be
    marketed on the Beijing Olympics official website
    with the 192 NOC regions, commissioned by the
    IOC, working to promote Internet sales. This will
    achieve the goal of opening up the greatest
    promotional scope for the Beijing Olympics.

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  • Product Selection Principles
  • For the selection of charter merchandise to
    be marketed overseas, special consideration must
    be placed upon the varying consumer habits in
    these different regions, referencing the sales of
    charter merchandise from previous Olympics.
    Furthermore, a concerted focus on establishing a
    powerful advertising campaign that effectively
    promotes the Beijing Olympics brand image and the
    traditional culture of China.

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Overseas Storefront Retail Sales Model
  • The Beijing Olympic Organizing Committee will
    choose the best international charter enterprise
    candidate as its Master Licensee in charge of
    implementing the overseas strategy. The
    conditions of the charter agreement stipulate
    that this Master Licensee shall be authorized the
    responsibility of handling all affairs involving
    overseas marketing and sales of charter
    merchandise.
  • Scope of Application The 192 nations and regions
    that are signatories of the IOC Access
    Agreement contract.

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Overseas Internet Sales Model
  • The Beijing Olympics Organizing Committee will
    commission a Master Licensee to establish an
    online sales platform which links to the official
    International Olympic Committee website. The
    Organizing Committee will also utilize the
    coordinated efforts of regional marketing and
    sales enterprises to open up links connecting
    Internet sales and storefront retail sales. These
    efforts will serve to establish a comprehensive
    marketing and sales system that encompasses the
    entire process, from receiving orders and product
    purchasing to the distribution of goods and
    after-sales services.

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Solar Impulse Value
  • Innovation
  • Performance and efficiency
  • Team spirit, the very best together towards a
    common objective
  • Challenge
  • Contribution
  • Emotion
  • Inspiration

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A dream
  • Second dimension A dream, an objective, an
    inspiration
  • Inventing the future

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Figure Supovitzs success wedge of event
management
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Win and keep stakeholders
  • Identify a problem
  • Offer a solution
  • and do better than competition!

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CASE STUDY
  • 2009 World Game
  • The strategy to win and keep stakeholders ?
  • Who are the target customers?

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