Introducing ICE

I.Background

19th summer Olympic, 2008 Beijing, China Expect a million foreign visitors 2.25 to 2.6 million domestic visitors

The organization and responsibility The International Olympic Committee (IOC) manages broadcast partnerships and the TOP worldwide sponsorship programme The Organising Committees for the Olympic Games (OCOGs) manage domestic sponsorship, ticketing and licensing programmes within the host country under the direction of the IOC

II. Product

(Information and Currency Exchange) Product Core product: ICE (Information and Currency Exchange)

Product Languages will be listed on the main screen. What would you like to do? Find information Change currency

Information Variety in tourist information. Possibility to print information.

Currency Exchange Possibility to change different types of currency. Use of travel cheques and credit cards.

Supporting Products Assistants Leaflets and Call centres.

III. Segmentation,Targeting and Positioning

Segmentation Languages Currencies

Targeting Languages Chinese Spanish English French Russian

Targeting Currencies US dollar Pound Sterling Euro Yuan Yen Australian Dollar Swiss Franc

Positioning Two in one: High technology High security Location Information and Currencies exchange High technology High security Location

IV. Place

Place Cover all over Beijing

Location Local market Bus stops Train stations Olympic village

Examples of placing in local market Local money Credit card

Useful for local people Using different kinds of money

V. Promotion.   Promotion mix is the specific mix of advertisement, personal selling, sales promotion and public relations a company uses to pursue its advertising and marketing objectives.(Kotler,Bowen,Makens,2006)

Promotion The promotion of ICE is in fact important and a well organized plan is going to be launch

Promotion Advertisement: After several studies the following forms of advertisement are going to be employ: Newspaper T.V advertisement Internet

Promotion China Daily. Only English-language newspaper in China Average of circulation of about 200,000 daily which 1/3 circulates in foreign countries. Circulates in China and around the world.

Promotion Yangste Wanbao The only mandarin advertisement for ICE Local Newspaper and it is in mandarin. The purpose is to attract mandarin speaking people and locals. The only mandarin advertisement for ICE

Promotion The advertisement presented is going to be the following:

Promotion Television. Three minutes information report CCTV Chinas largest national TV network. Covers the world by its 6 satellites Watched by 45 million subscribers outside China Three minutes information report It is going to be shown at 5:00 pm in the CCTV news.

Promotion The report is going to include the following: Overall information about ICE. Purpose of ICE Location of ICE Benefits of ICE.  

Promotion The ICE is going to have its own web page Providing more information about ICE www.ice.com

Sales Promotion “The Golden Resources Shopping center” The presentation is going to be held on the second floor of the mall and it is going to last presentation of the day.

Pricing Provide complete information Low rates

Pricing Bank of China 2 % over the rates

THANK YOU FOR YOUR ATTENTION!!! ICE THANK YOU FOR YOUR ATTENTION!!!