Assessment Case Study on Marketing and Sponsorship of Rio 2016 Olympics

ASSESSMENT CASE STUDY
Page 1 of 6

Table of Contents
Table of Contents.............................................................................................................................2
1.0 6 P’s of marketing:.....................................................................................................................3
2.0 Identifying 6 sponsorship assets with examples:.......................................................................4
3.0 Two examples of activation tactics with explanation:...............................................................5
4.0 Olympics, and the spectator experience, contributing to an experience economy....................5
References:......................................................................................................................................6
Page 2 of 6

1.0 6 P’s of marketing:
Product:
The Rio 2016 Olympic event itself is the product here. Along with the same, merchandising,
domestic sponsorship, tickets and also the licensing and complementary commercial programs
may be construed to be the products as well.
Price:
The ticket price was designed to allow a wider range of spectators to enjoy the event. More than
half of the tickets were issued at USD 22 and USD 13 was set for the cheapest tickets for the
people (Stillmed.olympic.org, 2019).
Place:
The place was Maracanã Stadium, Rio de Janeiro, Brazil. The event was organized across in 37
venues throughout the country.
Promotion:
Advertising and promotion were done through the sponsorship of varied organizations as
follows:
 Toyota
 Coca-Cola’s print campaign
 Atos
 Bridgestone
 Dow
Page 3 of 6