International Olympic Committee Marketing Report Rio 2016

INTERNATIONAL OLYMPIC COMMITTEE MARKETING REPORT RIO 2016
6Ps’ of Marketing of Rio Olympic 2016
Marketing theory is strategic and complex as it involves a different theoretical framework with
reference to practice and real-life examples. 6P's of marketing is a framework that puts emphasis
on 6 different parameters majorly responsible for the success or failure of the marketing strategy
of a business or an event (Kotler, Burton, Deans, Brown & Armstrong, 2015). These items with
reference to Rio Olympic 2016 are briefly mentioned herein:
Product: The sports events are themselves may be considered to be product offering in the given
case. Moreover, the additional service in terms of viewing and broadcasting and supplementary
service such merchandise may form of the product line of this event.
Price: The price of the ticket was designed efficiently so that all types of viewers from different
income group may buy the product. More than half of the tickets were available at R$70 (USD
22) and the cheapest tickets were available at R$40 (USD 13) approximately.
Promotion: the event was promoted heavily in social media and physical campaigning
nationally. In addition, the Rio 2016 PIN collection initiatives attracted a substantial number of
visitors to the program.
Place: The place was Rio de Janeiro, Brazil where the program was held in the year 2016. The
event was organized in 37 venues across the nation.
People: More than 11,000 athletes participated in the event. 36,000 volunteers also participated
in 161 countries. A total number of visitors to Olympic.org was 26 million which was more than
double than that of 2012 Olympic held in London.
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Performance: The event was financially sound and earned revenue from broadcast rights, TOP
program marketing rights primarily. $5.6 billion revenue was projected as per the given report.
6 Sponsorship Assets of Rio Olympic 2016
Under the Olympic Partnership Program (TOP), different corporate houses came to support the
mega event. Coca-Cola joined the program and their Olympic park was experienced by 180,000
visitors with 500 million impressions in social media for their campaign for Rio 2016. Atos was
IT partner with monitoring of almost 400 IT security events. Bridgestone created an Interactive
Fan Zone with more than 7,000 visitors therein. Dow, provided infrastructural support to almost
20 projects and approximately 2.2 million tons of GHG were reduced. GE, on the other hand,
extended their hand to provide technical service and additionally medical service was also
extended by way of creating 1,500 plus MRIs, Ultrasounds and X-Rays diagnostic segment by
GE's diagnostic equipment. McDonald's, lastly, acted as food partner and served 50,000 meals
to athletes through on-site restaurants ("International Olympic Committee Marketing Report Rio
2016", 2019).
Activation Tactics of Rio Olympic 2016
Activation of marketing rights was strategized in such a manner that the marketing partners were
allowed to communicate their association with Rio 2016 by way of Olympic symbol and Rio
2016 brand. Coca-Cola, for example, effectuated visually stunning activation through
commemorative gold aluminum bottles, PIN trading and retail experience. Other partners, such
as Bridgestone was also granted activation rights in different countries including Brazil itself to
promote the event at a large scale. Nissan, being official Automotive Partner of the Olympic
Games Rio 2016, was provided additional activation to advertise the company’s technologies
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