Olympics Sports Biz Project Brenda Dueñas, Kelley Tarver, Stuart Vaughan, Valerie Gutierrez

Business Model Brand Identity –Global Scale Pertaining to the Beijing Olympics, we chose two star athletes with two different approaches

How we make our money! Athletes pay us to find big name sponsors to help them achieve notoriety Sponsors pay us to find “star athletes” to endorse their product

Olympics Marketing Strategy Steps to execute business model (for Michael Phelps – Swimming) –What is the Plan: We want to link with a major corporate sponsor and use their brand name recognition to boost the recognition or interest in Michael Phelps We want to achieve higher awareness for our athlete

Olympics Marketing Strategy Steps to execute business model (for Michael Phelps – Swimming) –Select a “big name” sponsor: We want to choose a big name sponsor so that it will instantly lend Phelps some credibility –In this case, we are going to choose McDonald’s restaurant & Coca-Cola

Olympics Marketing Strategy Steps to execute business model (for Michael Phelps – Swimming) –Create an advertising campaign in relationship to McDonald’s: Put photos and facts about Michael Phelps on the paper products at restaurant –Carry-Out Bags, Happy Meal Boxes, Paper Cups, Tray Flyers, etc. Create media advertising –Television commercials, Billboards, Restaurant signage –Charity Events – Ronald McDonald House

Olympics Marketing Strategy Steps to execute business model (for Michael Phelps – Swimming) –Create an advertising campaign in relationship to Coca-Cola: Put photos and facts about Michael Phelps on their drink products –Cans, Bottles, Store Displays, Create media advertising –Television commercials, Billboards

Measuring Success Michael Phelps – Swimming –Achieve higher awareness The main focus here was not to increase sales, per se, but to increase awareness –Could be “measured” in how many people attended the Olympic swimming competitions –The television coverage could be “measured” to see if they had an increase in viewership from past years coverage –Possibly “measured” to see if Michael Phelps paraphernalia had a boost in sales –Could see if there was a boost in media coverage

Olympics Marketing Strategy Steps to execute business model (for Yao Ming – Basketball) –What is the Plan: We want to find a sport celebrity to link with a major corporate sponsor and use the celebrity’s brand name recognition to boost the recognition or interest in one of the company’s products We want to achieve higher profitability (sales) for the sponsor’s product

Olympics Marketing Strategy Steps to execute business model (for Yao Ming – Basketball) –Select a celebrity athlete: We want to choose a celebrity athlete so that it will instantly lend the sponsor some credibility We must find one that is appealing to the market and is a good fit for the product –In this case, we are going to choose Yao Ming endorsing a Reebok shoe and VW’s new luxury SUV

Olympics Marketing Strategy Steps to execute business model (for Yao Ming – Basketball) –Create an advertising campaign: Reebok: Create media advertising –Create a “Brand Name” shoe –Television commercials –Billboards –Magazine Ads VW: Create media advertising –Television commercials –Billboards –Magazine Ads

Measuring Success Yao Ming – Basketball –Achieve higher profitability (sales) The main focus here was to increase sales of a product –Reebok: This could be “measured” by comparing sales of the product before Yao Ming endorsed it and then after –VW: This could be “measured” by sales from pre- orders (comparison from other vehicles)

Benefits to the Olympics Increased viewership Increased sponsorship Increased attendance Increase in sales for Olympic paraphernalia

Examples… Yao Ming ads –Reebok shoe –VW SUV Michael Phelps ads –McDonald’s Charity Work –Coca-Cola Ad

Examples… Reebok came to us looking to find a celebrity to endorse their product. Yao will be in the Beijing Olympics playing for the Chinese team. Yao and his Reebok shoe will get national media attention Reebok will get instant recognition

Examples…

Michael Phelps came to us looking to find a company that would sponsor him. Michael will be in the Beijing Olympics playing for the American team. Michael hopes that by teaming up with Coke he will get major national exposure

Examples…

McDonald’s is a sponsor of the Beijing Olympics, so their advertising should already be covering Olympic events. RMHC events already have major exposure. –By teaming Michael Phelps with RMHC, Michael should get some good publicity Other celebrities that work with RMHC: –Wayne Brady, Billy Bush, Cindy Crawford, Al Roker, Carl Lewis, Mario Lopez, Hayden Panettiere, & others

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