Marketing

Paper instructions:
Select one of the 2012 Sumer Olympic Partners to research for this paper: Acer, Atos Origin, Coca-Cola, Dow, GE, McDonalds, Omega, Panasonic, Procter and Gamble, Samsung, and Visa. You should also read some background on the Olympic Partners program (TOP).

“The Olympic Partners program (TOP), the worldwide sponsorship program managed by the IOC, was first introduced 1985 “to develop a diversified revenue base for the Olympic Games and to establish long-term corporate partnerships that would benefit the Olympic Movement as a whole,” says the official IOC website. The TOP program operates on a four-year term, also known as the Olympic quadrennium. It is currently in its seventh cycle.” For more information see

Smith, Jacquelyn (2012), “London 2012 Olympic Sponsorship Roundup, Forbes, July 18.

http://www.forbes.com/sites/jacquelynsmith/2012/07/18/london-2012-olympic-sponsorship-round-up/

Obviously, the Olympic Games require money to operate beyond the price of admission tickets and the fundraising from the host country committees. With a multi-year planning and building task that is necessary prior to any attendance payoff, the Olympic Games could not exist without corporate sponsors. Our assignment is to examine the benefit to the sponsors for the ongoing cash contributions. (Keep in mind that official sponsors are not the same thing as advertisers who buy commercial time during the televised games.)

For the brand chosen, you will research and discuss the following questions:

1. How many years has your brand been an Olympic Partner? Do they have exclusive rights for a category? What other privileges are they given for being a sponsor?

2. Describe one of the advertisements the company used during the 2012 Summer Olympics. Did they use rational or hedonic appeals? Give details on which message strategies were used. Does the commercial have anything to do with the brand’s basic value (aside from association with the Olympics)?

3. What type of positioning did the company use for this advertising campaign? Do you see evidence of a value proposition? See CH 5 for explanation.

4. What was the objective of the advertisement (that is, what do you think they were trying to accomplish with this advertising message and expensive media buy)? Who was the target audience? See CH 6 and CH 4.

5. Did the company leverage their investment by using the Olympic association or Olympic theme in other venues, such as the corporate website or sales promotions? See CH 15

6. How did experts (such as Adweek or business analysts) view the sponsorship or the commercial /

7. Did the company sponsor previous Olympic Games (such as the 2010 Winter Olympics or the 2008 Summer Olympics)? If so, were there any continuing benefits of this investment?

8. What do you think of the company’s decision to sponsor the 2012 Olympic Games? Will they accomplish their marketing objectives? Why or why not?
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