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Analysis Of International Brand Olympic Marketing Strategy

2008/8/23 17:11:00 14

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Olympic Marketing International Brand Marketing Strategy

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 Wanamaker, an advertising guru, said, "I know half of my advertising expenses are wasted. The problem is that I don't know which part of the waste 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 the survey of marketing effectiveness of Olympic enterprises, one of them is: "which enterprises are the 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.

　　精準定位體現核心競爭力

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.

　　持久發力拒絕“即興表演”

The long-term process is especially important for enterprises and their products to be publicizing around the Olympic Games.

Olympic marketing is not time marketing. The strong driving effect of its brand will take a long time to play.

Many international brands that are closely related to the Olympic Games are well versed in it.

Since 1928, Adidas founder ADI dash has made the first product for the Amsterdam Olympic Games. By 2004, it became the official supplier of the Athens Olympic Games. The marketing strategy of Adidas has lasted for 76 years. Coca-Cola has entered the Olympic Games since 1928. It has been the longest running company in the world. The chairman and chief executive of Jim, McDonald, said: "McDonald's has been a partner of the Olympic Games for nearly 30 years, because we believe in the spirit and ideas of the Olympic Games and are proud of it."

These top international enterprises have accumulated rich experience in the long term Olympic marketing practice. In the long-term planning of enterprises, Olympic marketing has been solidified in the entire marketing chain.

"Olympic marketing is to enhance and pcend the core culture of the Olympic Games on the platform of the Olympic Games. It is a part of the enterprise strategy. It should be carried out as a systematic project to carry out the integrated and integrated operation."

Jim?

Zhang Lei believes that the Olympic Games should pay special attention to the early stage of Olympic sponsorship, the synchronization highlights in the middle period, and the effect of the latter stage, which should not stop the communication activities due to the end of the event.

Without the guidance of integrity, systematicness and persistence strategy, Olympic marketing will become a short-lived "improvisation".

A person engaged in Olympic media marketing said that because the overwhelming majority of Chinese brands were the first Olympic marketing, their ability and experience were relatively lacking, not only did they lack a complete Olympic marketing strategy and plan, but also lacked innovation and marketing methods and methods.

For example, many Olympic sponsorship companies use the "dream" slogan to simply grafted "the same world, the same dream".

In his view, the short-term marketing of Olympic Games is based on image, and in the long run is the result, so foresight is very important.

A successful Olympic marketing can not guarantee eternal profits for enterprises.

If enterprises want to benefit for a long time, they must integrate the Olympic spirit and corporate culture organically.

　　聚合效應實現營銷加速度

In July 28th, 11 days from the Beijing Olympics, McDonald's (China) Limited, Coca-Cola (China) Co., Ltd. and Adidas sports (China) Co., Ltd. officially announced in Beijing that they will jointly launch the "China win and we win" large-scale marketing plan.

The main content of the plan is that during the period from July 28th to August 24th, consumers can buy any "China win us win" theme product at McDonald's. they can participate in the prize promotion according to the logo on the product package.

The prize includes McDonald's cash of up to 2008 yuan, Coca-Cola's classic Olympic Olympic cup and Adidas's 2008 Beijing Olympic Games Chinese Sports Delegation Award dress.

Shi Lesheng, chief executive of McDonald's, said the event marks an unprecedented Olympic cooperation program between McDonald's, Coca-Cola and Adidas's three Olympic sponsorship partners, and is also one of McDonald's largest Olympic Games in China.

Marketing experts commented that the joint marketing of the two Olympic partners is not unusual. There are precedents for joint marketing of Kodak and Coca-Cola in the Athens Olympic Games.

But the three companies put together in marketing is the first time in the history of Olympic marketing.

"Three well-known brands of international giants to join hands, may reach an unprecedented sensation."

Zheng Xianglin, chief executive officer of China power communication group, said: "this is also called cross marketing in marketing. On the one hand, it can reduce the cost of separate marketing activities. On the other hand, it can play a strong polymerization effect. 1 + 1 + 1 may be greater than 3, even 4 and 5."

Zheng Xianglin also believes that the three giants choose this opportunity to announce the launch of the joint marketing approach "very smart", because this time only 11 days from the opening of the Olympic Games, even if other companies want to imitate, time is no longer allowed.

An expert engaged in Olympic Economic Research said that better use of the Olympic sharing platform, focusing on building focus and integrating resources, is a marketing mode to attract mass consumers, and is also the starting point of joint marketing.

For small and medium-sized enterprises as the main body of the garment industry, tug of cooperation to take the Olympic express, it is also a model worth learning.