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Learning And Catching Up In The International Brand'S Olympic Marketing Strategy

2008/8/16 14:32:00 20

Olympic Marketing China Market International Brand

Olympic Games is not only a sports event, but also a global economic event from a certain perspective.

As the first world sports event held in China, it has also provided a rare opportunity for global enterprises. Local enterprises hope to rely on the Olympic Games to spread to the world, and international brands will have great aspiration for the huge Chinese market.

However, this grand gathering has not opened the door to all enterprises, and even if it is invested wholeheartedly and with high cost, it may achieve little success.

As advertising master John Wanamaker said, "I know half of my advertising expenses are wasted. The problem is that I don't know which half is wasted."

In the Olympic Games of "half of the water is half the flame", the marketing strategy adopted by enterprises is particularly important.

Who is the real winner?

In this special investigation of Olympic enterprise marketing effectiveness, one of them is, "what are your Olympic global partners in your impression?"

McDonald's, Coca-Cola, Adidas and other Olympic marketing giants voted far ahead.

As a sporting goods manufacturer, Adidas's history of Olympic marketing for 80 years has made one and another classic business case.

Zhang Lei, a senior marketing expert, believes that compared with international brands, domestic brands may know to maximize the use of the Olympic business opportunity and complete the initial market accumulation. The advantages of international brands are reflected in the overall strategy.

Three famous brands jointly launched the "China win and we win" large-scale marketing plan in Beijing.

Precise positioning reflects core competitiveness

There is no doubt that the 2008 Beijing Olympic Games inspired the marketing enthusiasm of clothing enterprises.

But the idea that some clothing companies throw away the Olympic Games in a single throw has been criticized by the industry as "irrational and empty enthusiasm".

The reason is that if an enterprise wants to conduct Olympic marketing, it must first find out what it wants: whether to publicize corporate image or build product brand.

"From all the successful brands involved in Olympic marketing, basically these two routes."

This view is recognized by Zhang Lei.

He pointed out that when Matsushita first sponsored the Olympic Games, it wanted to make the brand recognized by the world through the Olympic Games.

A more widely spread case is the pformation of Samsung in South Korea.

From a local low-grade brand manufacturer to the world's top brand manufacturer, Samsung has become an Olympic marketing classic with the help of the Olympic Games to enhance the value of the enterprise and become a world brand at the same time.

American companies take another way to make product brands, such as Coca-Cola and Kodak.

"Product brands need to butt the interests of consumers. The characteristics of Coca-Cola target groups are love sports and passion. Therefore, Coca-Cola's product brand is publicity and individuality, which is consistent with the spirit of Olympic Games and the characteristics of the crowd."

Zhang Lei said.

He also reminded that Olympic marketing is just a marketing strategy or means. For an enterprise, the key to survival lies in the core competitiveness of enterprises, and this core competitiveness is a strategy.

Conversely, no matter how clever the marketing method is, the lack of core competitiveness is difficult to achieve long-term development.

Despite sponsoring the Olympics, Samsung and Coca-Cola have become giants of the industry, but in fact, the success of Samsung and Coca-Cola is rooted in their strategic success.

Behind Samsung's sponsorship of the Olympic Games is its strong R & D capability and clear international strategy.

For Coca-Cola, differentiated brand positioning is fundamental.

With the sales channels covering the whole world, Coca-Cola has gained market returns through Olympic marketing.

Through the Olympic marketing links, we have written a strategic outline for Samsung and Coca-Cola.

Detailed list of the 2008 global Olympic Partner lists is similar to those of Johnson, Ge Corp, OMEGA, McDonald's and other international brands.

They are all the leading companies in the industry, and the Olympic Games have "added wings" to them.

The significance of this strategy to Chinese enterprises is not large at present. After all, Chinese enterprises are still in the stage of rapid growth. It is still a long way to go to have such strength.

This shows that the Olympic marketing strategy is important, but ultimately whether the success depends on the core competitiveness of enterprises.

Zhang Lei said that in the light of the current situation of the clothing industry, the industry leader enterprises have certain advantages in participating in the Olympic marketing. If we can find a communication point that matches their own characteristics and match reasonable planning, we hope to get twice the result with half the effort.