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
Slide4 : 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
Slide6 :
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
Slide7 : A Grand Occasion for the World and Branded Chinese Corporations
Top Olympic Programmed (TOP)
2008 Beijing Olympics Partner Program
2008 Beijing Olympics Sponsors
Slide8 : 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
Slide10 : 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
Slide11 :
“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
Slide14 :
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
Slide17 : Rapid restaurant development
A competition among 4 styles of Chinese
cuisine
A match between Chinese cuisine and Western cuisine
Slide18 : 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
Slide21 : Cultural and educational construction
7 years of Olympics preparation is a big class on culture and education
An undeveloped country is an uneducated country.
Slide22 : 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
Slide25 : (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 ＊ ＊
Slide26 : (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 : (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 : (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 : (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
Slide32 : 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)
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
Introduction
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
Slide41 : 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
Slide43 : Figure : Supovitz’s success wedge of event management
Slide44 : 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 : 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
Slide49 : 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
Slide61 : 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!
Slide65 : 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? : What is an Event? STH STH STH STH STH RELATIONSHIPS
ACTIONS EMOTIONS REPRESENTATIONS EXPERIENCE SPORT 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 : 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 : conclusions Marketing management concepts and processes
Differentiated marketing approach
Positioning through branding
Planning marketing inventory and programs
Developing guidelines
Careful implementation
conclusions : 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
Slide92 : Case Study:
USA Cycling
Slide93 : BMC Software races held in San Francisco typically drew 400,000 spectators for the 5 hours of men’s and women’s racing.
Slide94 : 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.
Slide95 : 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
Slide96 : 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.
Slide97 : 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
Slide108 : 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
Slide147 : 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.
Slide148 : 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
Slide158 : Figure : Supovitz’s success wedge of event management
Slide159 : Identify a problem
Offer a solution
…and do better than competition! Win and keep stakeholders
CASE STUDY : CASE STUDY 2009 World Game
The strategy to win and keep stakeholders ?
Who are the target customers?