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Sport Events Marketing: 

Sport Events Marketing Tai-Lin, Peng 2007.03.20

The Role of Sports Event on City Development: 

The Role of Sports Event on City Development

The Beijing Olympics’ Popularity, Finance, and Spirit : 

The Beijing Olympics’ Popularity, Finance, and Spirit


29th Olympic Games will be held in Beijing, China, on August 8, 2008.

The Popularity of the Beijing Olympics: 

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


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 A Grand Diplomatic Occasion


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


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

A Happy Gathering for Volunteers: 

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


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


“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 A Grand Stage for the Combination of the Eastern and Western Culture

The Finance of the Beijing Olympics: 

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


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” Support from the citizens

The Spirit of the Beijing Olympic: 

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

The construction of material civilization is the foundation : 

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


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


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

“A green Olympics; a technology Olympics; a humanistic Olympics” : 

“A green Olympics; a technology Olympics; a humanistic Olympics”

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” The spiritual civilization construction


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


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

The Role of Sport Event on City Development: 

The Role of Sport Event on City Development Sport Event Economic Social Culture Political International community Global Economic

Case Study: 

Case Study Chinese Professional Baseball League - CPBL Super Basketball League - SBL


(一)歷年進場觀賽人數統計 1.1997職棒簽賭 2.職棒分裂兩聯盟 2001世界盃棒球錦標賽 1.2005職棒簽賭疑2.王建民揚威美國 大聯盟 2003兩聯盟合併、打入奧運資格賽 (單位:萬人) (單位:年) 職棒的興衰決定在於競爭力 2004雅典奧運 * *


(單位:%) (單位:年) (二) 職棒觀賞人口統計:每場平均收視率


(一)每季觀眾總人數 (單位:萬人) (單位:季) 超級籃球聯賽(SBL)


(二)每季票房收入 (單位:萬元) (單位:季) 超級籃球聯賽


(三)每季收視率 (單位:%) (單位:季) 超級籃球聯賽

Group Discussion: 10 min: 

Group Discussion: 10 min What factors influence CPBL and SBL events attendance and TV spectators?

Sport Events Marketing: 

Sport Events Marketing


Team Participants Sport Competition Emotions Intangible Competition Sport Participants Team Experiences Feelings Figure 1: The Tangible and Intangible components of Sports Product

How to define marketing?: 

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)

Key learning objectives: 

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 !

Quotes : 

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

What is marketing management: 

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)


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 Introduction


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

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 The fundamental principles of RM


Analysis & Actions A better stakeholder approach Marketing spirit

The marketing process: 

The marketing process Marketing planning Marketing implementation Marketing analysis Marketing control Target consumers product price promotion place Marketing channels publics competitors Suppliers Demographic-economic environment Technological-natural environment Social-cultural environment Political-legal environment


Figure : Supovitz’s success wedge of event management


Identify a problem Offer a solution …and do better than competition! Win and keep stakeholders

The starting point: market segmentation: 

The starting point: market segmentation Each market has different needs! Every product or service offering cannot satisfy all demands!

Segmentation process: 

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)


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

What is the best segmentation for your sport organization : 

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


Analysis & Actions A better stakeholder approach Marketing spirit It’s an attitude, not a SO department!

The tools of marketing analysis “2S3C”: 

The tools of marketing analysis “2S3C” Stakeholders analysis Sport organization Competition analysis Costs analysis Context analysis

Stakeholder analysis: 

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!

Stakeholder analysis: 

“ If you don’t believe that you can solve a stakeholder’s problem, then walk away from the opportunity – even if the stakeholder is willing to deal with you. ” Stakeholder analysis

Sport organization analysis: 

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?

Competition analysis: 

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

Cost analysis: 

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?

Decision - Making: 

Decision - Making “If you don’t position yourself, the market will do it for you. ”

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? Decision - Making

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 don’t position yourself, the market will do it for you! Decision - Making

The marketing mix: the action plan for hitting the targeted segment : 

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

4 Ps: 

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


Analysis & Actions A better stakeholder approach Marketing spirit It’s an attitude, not a SO department! 2S3C for analysis 4Ps for action

More difference !: 

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

Servicing is the differentiating factor!: 

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

Stakeholder approach: 

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!


Analysis & Actions A better stakeholder approach Marketing spirit It’s an attitude, not a SO department! 2S3C for analysis 4Ps for action Your personal involvement in stakeholder servicing is key to your marketing success

What is an Event?: 


Characteristics of an Event (Marketing approach): 

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

Characteristics of an Event (Marketing approach): 

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

Event dimensions: 

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

Sport Event Marketing Management: 

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

Marketing objectives: 

Marketing objectives Promotion of FIVB mission

FIVB Mission: 

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

FIVB Mission: 

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

Marketing objectives: 

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

Marketing objectives: 

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

Marketing objectives: 

Marketing objectives Communicate a coherent image with product positioning

Marketing objectives: 

Marketing objectives increase media exposure

Marketing objectives: 

Marketing objectives secure financial resources

Solution : 

Solution Brand strategy

Beach Volleyball WORLD TOUR product: 

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

Product characteristics: 

Product characteristics

Product characteristics: 

Product characteristics Handbook High quality -show -hospitality -production -location and setting


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

Brand equity: 

Brand equity Stakeholders Foundations Legal protection Knowledge Experience Relationships

Brand management: 

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


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


conclusions Differentiated branding through emotional positioning and innovative communication

Various marketing conceptions: 

Various marketing conceptions Place Offering Analysis Market Market Market Offering Promotion Offering Offering perceived value

Marketing exchange process in a transactional perspective: 

Marketing exchange process in a transactional perspective Sport Organization Stakeholder Participation, money and VIK Ideas, service and goods Promotion the offering Environment, market and competition Expectations and behavior analysis Sport organization resources and capabilities

Case studies: 

Case studies Two unique event marketing models: What we can learn from thinking outside of the box. USA Cycling U.S. Figure Skating


Case Study: USA Cycling


BMC Software races held in San Francisco typically drew 400,000 spectators for the 5 hours of men’s and women’s racing.


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.


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 Software’s Zurich offices


Partnership resulted in BMC Software: Exceeding it’s U.S. “new hire” goals each year Increase new business: Four new major clients and extended contracts on others Enhanced BMC Software’s image of dedicated, successful, but fun company to be associated with.


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

Case study: U.S. FIGURE SKATING -The power of a marketing partnership: 

Case study: U.S. FIGURE SKATING -The power of a marketing partnership

The Marketing Partnership: 

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

Event marketing / sales: 

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

Event marketing / sales: 

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+

Saving the Games : 

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

IMG Olympic Experience: 

IMG Olympic Experience

The Olympic Partnership : 

The Olympic Partnership International Communications e.g. Intranet Foundation External Communications e.g. Intranet Corporate Programs (Business Partnership Entertainment) Human Resources / Recruiting Other Sponsorships Investor Relations Community Relations Advertising LEVERAGE OLYMPIC SPONSORSHIPS Public Relations Promotions Incentive Programs

Fall 1998 – The Olympic in Turmoil: 

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 tarnished…but how tarnished?

Asking for Help: 

Asking for Help SLOC & USOC formed the Olympic Properties of the United States (OPUS), a marketing joint venture Salt Lake Games were US$379 million in red Budget reflect millions of revenue dollars unlikely to materialize OPUS approached IMG to help in sponsorship sales in Spring of 1999

Taking a Risk: 

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


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

Assessing the market : 

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

Assessing the Market – About the Athletics: 

Assessing the Market – About the Athletics

Assessing the Market – Fan Base Support : 

Assessing the Market – Fan Base Support

Assessing the Market – Support of sponsors: 

Assessing the Market – Support of sponsors Consumers feel good that U.S. companies sponsor the Olympics

Assessing the Market – Support of sponsors: 

Assessing the Market – Support of sponsors Olympic Sponsors Deserve My Business ( % Agree/Strongly/Agree )

Positive Attributes – The Olympic Brand: 

Positive Attributes – The Olympic Brand Identity Aspirational Inspirational Dignified Optimistic Peaceful Patriotic Fair Multicultural Trustworthy Respectful Honest Joyful

Positive Attributes – The Olympic Brand: 

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

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 Positive Attributes – The Olympic Brand

Pricing Structure: 

Pricing Structure TOP programmed approximately US$35 million over four year period 2000-2004 OPUS Sponsor/Supplier Program - Still valuable product - Most powerful marketing platform in U.S. and globally - Sponsor: US$20 million over 5 year period 1999-2004 - Supplier: US$5+ million over 5 year period 1999-2004 - Still affordable for the right type of company Incremental spend to leverage

Benefits Package: 

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

Final Analysis: The numbers: 

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

Sponsorship Persuasion Model: 

Sponsorship Persuasion Model

Sponsorship programmed: 

Sponsorship programmed Event right owner (sport club ) Sponsor Local authorities Athletes Media partners Participants Sympathizers Sponsor’s clients Public opinion In collaboration with: Address to:

Sponsorship event: 

Sponsorship event Event right owner (sport club ) Local authorities National federation Volunteers Media partners Participants Spectators Sponsors Medias clients In collaboration with: Address to:

Sponsorship marketing programmed: 

Sponsorship marketing programmed Other association Volunteers Sponsors Media partners Participants Disadvantaged communities Public opinion Opinion leaders In collaboration with: Address to: Local authorities Sport Club

Themes : 

Themes An operational definition of sponsorship Sponsorship as an Integrated Marketing Communication Sponsorship as persuasive strategy Designing a dynamic model for managing sponsorship

Let’s start with action: 

Let’s start with action

Sponsorship objectives: 

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

Combined Strategies: 

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

Exploiting the Programs: 

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

Sponsorship Package Structure: 

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

Golden Rules: 

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

Developing Strategic Choices Concerning Sponsorship (event): 

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 sponsor’s marketing/communication objectives and the marketing/communication possibilities The possibilities of activating the sponsor’s brand among the communication target by the sponsor The competitiveness of the offers in a competitive perspective.

Acceptability of the Association : 

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, it’s logical for this company to sponsor this event”

Parties Objectives: 

Parties Objectives

What Are Sponsors Looking For?: 

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

Coca Cola and the Olympics: 

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”

Coca Cola Experiential Marketing: 

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

2008 Beijing Olympic Marketing Plan : 

2008 Beijing Olympic Marketing Plan

Importance of Market Development : 

Importance of Market Development Market development plays a crucial role in guaranteeing a successful Olympics Budgetary Expenditure: US$1.625 billion Market development revenue ratio: <80%

Market Development Mission : 

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

The Olympic Partners (TOP) program Advance development of Olympic sports : 

The Olympic Partners (TOP) program Advance development of Olympic sports

Market Development Strategy Key Components : 

Market Development Strategy Key Components Ticketing Plan Charter Plan Sponsor Plan

Three-Tiered Sponsor Plan : 

Three-Tiered Sponsor Plan Supplier Enterprises (Exclusive Supplier/Supplier Enterprises) Sponsor Enterprises Cooperative Partnerships

Charter Merchandise Strategy Goals : 

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

Charter Merchandise Positioning : 

Charter Merchandise Positioning -Promote the Beijing Olympics brand image -“Green, Science, and Humanism”—the 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

10 Kinds of Charter Merchandise : 

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

Overseas Strategy Operational Model : 

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


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 region’s 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.


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.

Overseas Storefront Retail Sales Model : 

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.

Overseas Internet Sales Model : 

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.

Solar Impulse Value: 

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

A dream: 

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


Figure : Supovitz’s success wedge of event management


Identify a problem Offer a solution …and do better than competition! Win and keep stakeholders


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

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