2. Introducing ICE

3. I.Background

4. 19th summer Olympic, 2008 Beijing, China Expect
a million foreign visitors
2.25 to 2.6 million
domestic visitors

5. 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

6. II. Product

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

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

9. Information Variety in tourist information.
Possibility to print information.

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

11. Supporting Products
Assistants
Leaflets and
Call centres.

12. III. Segmentation,Targeting and Positioning

13. Segmentation
Languages
Currencies

14. Targeting
Languages
Chinese
Spanish
English
French
Russian

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

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

17. IV. Place

18. Place
Cover all over Beijing

19. Location
Local market
Bus stops
Train stations
Olympic village

20. Examples of placing in local market
Local money
Credit card

21. Useful for local people
Using different kinds of money

22. 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)

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

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

25. 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.

26. 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

27. Promotion
The advertisement presented is going to be
the following:

28. 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.

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

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

32. 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.

34. Pricing
Provide complete information
Low rates

35. Pricing
Bank of China
2 % over the rates

36. THANK YOU FOR YOUR ATTENTION!!!
ICE
THANK YOU FOR YOUR ATTENTION!!!