Four Marketing P’s for London Olimpics Essay Sample
This study research and analyse selling environment for the London Olympic Games for 2012. utilizing set of tools known as selling mix. This paper is referred to 4P’s: merchandise. monetary value. publicity. topographic point and their importance for the London Olympics. Widely discuss 2012 Olympic Brand. its cherished history. ambitious vision. development in past old ages. Explains how of import Olympic Games are for people all over the universe and shows how athleticss section on different type of persons. One portion of that this paper reveals the prised used for tickets and the scheme allocated for this twelvemonth Olympics. The other portion explains how LOCOG advertise Olympic Games and how they use their patrons for it. And for last this study shows how of import topographic point is to convey Olympic spirit to the bosom of London. Justify some recommendations for LOCOG to win in the programs which they are already accomplishing for this twelvemonth Olympic event.
Importance of Merchandise
Traditionally it has ever been said that the Olympic Games started at Olympia. in Greece. in 776 BC. But The Modern Olympic games revived by the Gallic Baron Pierre de Coubertin started in the late nineteenth century. conveying the Olympic symbol we know and recognize today. The logo was foremost found on a flag which foremost flown during the 1920 Olympic Games and it had five interlacing rings – black. yellow. blue. ruddy. and green in the white background. Olympic symbol colorss were chosen because at least one of them appeared on the flag of every state in the universe. That symbol is the most known logo in the universe. Most of the states and metropoliss which held the Olympics in past hundred old ages used this symbol as a portion of their run in which they have to make the trade name for that twelvemonth Olympic Games. As 2012 games are held in London. The logo for the 2012 Olympics and Paralympics was unveiled in a star-studded ceremonial in London in June 2007. The jaggy emblem. based on the day of the month 2012. comes in a series of sunglassess of pink. blue. green and orange ( Appendix 1 ) and will germinate in the runup to the Games. The word London and the Olympic rings are included in the first two figures of the new logo. “This is the vision at the very bosom of our trade name. ” Said Seb Coe.
Although at first from establishing the logo there were a batch of different sentiments about it. Bob Neill. London Assembly Member for Bexley and Bromley and the Conservative spokesman on the 2012 Olympic Games. said: “Lord Coe has described this logo as ‘ambitious. synergistic and youth-friendly’ ; I would depict it as horrid. ( Metro. Accessed: 20 February 2012 )
Organizers hoped that the trade name will be instantly recognizable worldwide and that London 2012 will be ‘Everyone’s Games’ . And as about five old ages past we now know and see that most of us where incorrect. all love this Logo and it became a trade name of our lives for 2012 summer.
London Olympic Games 2012 is comparatively inelastic merchandise ; there are no replacements for it. non for the four ears at least. merely a immense demand for it. Olympic games count as a luxuries. it’s non indispensable for every yearss use. but as it held in London this twelvemonth. every Londoner and UK citizen would wish to be involved in this event because it is a 1 opportunity a lifetime chance.
Olympic Games offer us an extraordinary athleticss event that we will ne’er bury. everyone can happen athleticss which they like and enjoy watching. As a tradition some athleticss section on certain groups of persons with common demands and features. Most of the clip it depends on nationality. gender. age. even faith. For illustration largely work forces watch football or most of the British and Indian states like cricket. Lithuanian traditional athletics is basketball so there is a possibility that there will be a batch of Lithuanian adult male watching national squad playing with other states.
Importance of Price
October 2010 International Olympic Committee President Jacques Rogge revealed pricing of the tickets for London 2012 Olympics. In entire there will be 8. 8 million tickets available for Olympic Games. In March 2011 they launched 75 % of all the tickets available: 90 % of these tickets were priced at ?100 or under. two tierces of these tickets were at ?50 or under. 2. 5 million tickets – ?20 or under. The remainder 25 % of tickets will be released on April this twelvemonth from the official Olympic ticket retail merchants. The ticketing construction for the London 2012 Olympic Games offers a broad scope of low-cost tickets get downing from merely ?20. In add-on to the standard pricing there are a figure of enterprises such as “Pay your Age” for a ticket for under 16’s and a Ticket portion strategy to donate tickets to schools. besides 60+ are paying merely ?16 per session. A sum of 1. 3 million tickets are available through this scheme’s. The Ceremonies at London 2012 Games trace their beginnings as far back as the Ancient Games in Greece.
Evolving over the centuries. an estimated one billion people will watch the Opening and Closing Ceremonies of the Games. For this extraordinary experiences ticket monetary values range from ?20. 12 to ?2. 102 for the gap and ?1. 500 for the shutting. ( Coventry Solihull and Warwickshire Partnership. Accessed: 23 February 2012 ) “There is a really good scope in monetary values that will let all of the populace to take part at the Games as witnesss. Rogge besides stated it was of import to hold a limited figure of expensive tickets to let inexpensive tickets to be made available. “There is a market for top monetary values and the market for top monetary values allows for the lower monetary values. ” he said. ( Tom Degun. 2011 ) For all this monetary values and limited sum of tickets available for public. there are events for free entryway. such as Marathon. Spectators are expected to line the streets of London and soak up the ambiance. Road cycling. walking races and the cycling portion of the triathlon are besides free to watch. For this Olympic Games for 2012 London will put about 9. 3bn lbs. there is a hope to acquire ?10bn in the gross for British economic system in whole. As one-fourth of the entire gross comes from the ticketing ; prying scheme was chosen really carefully. All ticket monetary values depend on the athletics event. when it will take topographic point. in which locale. most significantly session type and even a gender ( as noticed male athleticss priced more than female ) . However seems that LOCOG do its attempt and made the tickets low-cost to everyone. as people are more likely to pay money for the athleticss they most admire.
Importance of Promotion
London Olympics for 2012 has been promoted in really smart manner. LOCOG did non utilize consecutive advertisement on telecasting. wireless or other above the line promotional methods. However they promote Olympics as a public event for everyone by utilizing their patrons. Sponsorship is a concern relationship in which one administration provides financess or services to another administration ( or an person ) and derive commercial advantage through being linked to them. ( Masterson Rosalind and Pickton David. 2010 ) Companies such as Coca-Cola. McDonalds. and Visa invested large sums of money in the Olympics financess. assist them to do it go on and in exchange usage its trade name as their single run.
Lloyds TSB. BT. EDF. Adidas. British Airways bring people together for the Olympics 2012 and associate British quality and trust to Britain’s. Olympics Official Supporters Cadbury. Deloitte. Thomas Cook. UPS and many more aid to make this event for London. They all used London Olympics logo on their merchandises next to their ain trade names ( Cadbury. appendix 2 ) . Some of them use their adverts as the Olympic spirit ( British Airways. appendix 3 ) . Some uses chances and creates console game for Olympic fans with well-known characters ( Nintendo Games. appendix 4 ) . Or some of them merely convey their clients together for the Olympics 2012 ( Lloyds TSB. appendix 5 ) . Official London 2012 patrons make a immense part to the Games by puting 1000000s of lbs and supplying their goods. services. expertness and support to the Games. In return they are given the sole right to market their merchandises in connexion with London 2012 and utilize the official Son. ( LOCOG Brand Protection. 2010 )
Importance of Topographic point
London Olympics is a biggest featuring event in the universe for 2012. there is no definite Numberss on the sum of visitants expect during the Games period. although there are ‘hopes’ based on old Games. An independent study by Oxford Economics estimates the figure of visitants to London for the 2012 Games will be about 450. 000 remaining visitants. taking into history supplanting. In add-on. they estimate that 5. 5. million twenty-four hours visitants will besides come to the capital over the Games period. The 2012 Olympic and Paralympic Games will non merely be held in the Olympic Park in Stratford East London ; sailing events will be held in Weymouth and Portland. on the English South seashore ; Parkss. major athleticss locales. amusement spheres and exhibition infinites across London will besides be used for events ( John O’ Ceallaigh. 2011 ) . Visitors are encouraged to see Transport For London cyberspace pages before go forthing places for Olympic game period. Organize their trips carefully. prebook adjustments. eating houses and leisure installations in progress.
To convey us much us possible tourers in London in the summer clip Official Ticket marketer for Olympics 2012 Thomas Cook offers Guaranteed London 2012 Breaks which includes tickets to games. adjustment even travel card for that twenty-four hours games. Most of UK travel bureaus offer their services for that period and are willing to suit everyone who is willing to see the Games of 2012 in whatever monetary value they need to pay. For this London Olympics LOCOG chose limited figure of distribution channels for fining. merely official Olympic ticket web page and Thomas cook bureau are allowed to resell tickets for Olympics.
Peoples can non alter. rename or return tickets. However that made a batch of complains for LOCOG. because from the first unit of ammunition for ticket gross revenues their system clangs. late on reopened resell web page clangs once more. go forthing clients with the unwanted tickets and without possibility to interchange them. A spokesman for the London 2012 Organising Committee ( LOCOG ) said today: ‘Our focal point is on deciding the issues on the web site and acquiring [ ticket agents ] Ticketmaster to acquire it back up and running once more. ’ ( Eccles L. . Bond A. . 2012 ) . Leaves people with the ideas if they of all time will be able to buy/resell/change any of them till Olympics will get down in summer 2012.
Recommendations
LOCOG ( The London Organising Committee of the Olympic and Paralympic Games ) had a large undertaking since 2005 when they won a opportunity to host Olympics in London for 2012. And I think they made a immense attempt for this twelvemonth games to go on. Although undertaking wasn’t easy and there was some points which needed more attending. Even the start with Olympic Logo wasn’t easy. they manage to support their symbol and maintain it as it is. and turn out everyone that they were wright. They run everything on clip and about with the budget. most of the Londoner’s are proud of them. Although they created a batch of unneeded jobs for those who wanted to acquire involved with the games and watch them from the bowls. Ticketing system didn’t work for two unit of ammunitions already and there is a little possibility it will work decently in this April. Olympics where and still are a most of import sporting event in the universe and as a merchandise it’s truly difficult to make so there is no manner for making it. LOCOG should repair their jobs with the tickets purchasing issues. should be more involved with the Ticketmaster’s protocols and plans. because I think that was the most of import portion. which let people to happen their manner to Olympics. and those companies failed to present their services.
List of Mentions
Metro. ‘Trendy London 2012 logo branded a flop’ [ World Wide Web ] . Available from: hypertext transfer protocol: //www. tube. co. uk/news/51690-trendy-london-2012-logo-branded-a-flop [ Accessed: 20 February 2012 ]
Coventry Solihull and Warwickshire Partnership. ‘London 2012 Olympic Games Tickets’ [ World Wide Web ] . Available from: hypertext transfer protocol: //london2012. cswp. org. uk/files_cms/downloads/Fact % 20Sheet % 20Olympic % 20Tickets % 20- % 20Pink. pdf [ Accessed: 23 February 2012 ] Tom Degun. 2011. ‘IOC President pleased with London 2012 ticket pricing structure’ [ World Wide Web ] . Available from: hypertext transfer protocol: //www. insidethegames. biz/olympics/summer-olympics/2012/12150-ioc-president-pleased-with-london-2012-ticket-pricing-structure [ Accessed: 18 February 2012 ] Masterson R. and Pickton D. . 2010. Selling: an debut. Sage. London The London Organising Committee of the Olympic Games and Paralympic Games Ltd. 2010. ‘Locog trade name protection’ [ World Wide Web ] . Available from: hypertext transfer protocol: //www. london2012. com/documents/brand-guidelines/guidelines-for-business-use. pdf [ Accessed: 20 February 2012 ] John O’ Ceallaigh. 2011. The Telegraph. ‘Olympics Visitors’ Guide’ [ World Wide Web ] . Available from: hypertext transfer protocol: //www. telegraph. co. uk/travel/destinations/europe/uk/london/8663143/Olympics-Visitors-Guide. hypertext markup language [ Accessed: 27 February 2012 ] Louise Eccles and Anthony Bond. 2012. The Daily Telegraph ‘Olympics ticket resale website clangs for a 2nd twenty-four hours as 1000s struggle to sell off their unwanted
