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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 preorders (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… 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… 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 Important Sites… • • • • • • http://en.beijing2008.cn/ http://www.mcdonalds.com http://www.rmhc.org http://www.reebok.com http://www.vw.com http://www.coca-cola.com