Marketing Strategies of Rio 2016 Olympics: A Case Study

This case study examines the marketing strategies employed during the Rio 2016 Olympic Games. It begins with an introduction to the event and its marketing initiatives, emphasizing the importance of understanding the target audience's interests. The study then applies the 6Ps of marketing (Product, Price, Place, Promotion, People, and Performance) to the Rio 2016 Olympics, providing specific examples from the "International Olympic Committee Marketing Report Rio 2016". Following this, the analysis identifies and explains various sponsorship assets and activation tactics used during the games, such as audience loyalty and impression. The report also explores how spectator experience influences the economy, highlighting the financial impact of the event on the tourism industry. The conclusion reiterates the significance of aligning marketing strategies with the target audience's interests and the effectiveness of the 6Ps, sponsorships, activation tactics, and spectator experience in achieving marketing goals.

Running head: EVENT MARKETING
EVENT MARKETING
Name of the student
Name of the university
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Table of Contents
Introduction......................................................................................................................................2
Marketing 6P’s of Rio Olympic 2016.............................................................................................2
Sponsorship assets of Rio Olympic 2016........................................................................................4
Activation tactics.............................................................................................................................4
Conclusion.......................................................................................................................................5
References........................................................................................................................................6

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Introduction
The marketing initiatives that are undertaken by the different organizations during the
events are dependent on the identification of the interests of the target audience. The research
will undertake an evaluation of the “International Olympic Committee Marketing Report Rio
2016” and thereby apply the concepts of marketing 6P’s for understanding the different
elements. On the other hand, the research will also enumerate the sponsorship assets and
activation tactics. The report will also examine the manner in which spectator experience
influence the economy.
Marketing 6P’s of Rio Olympic 2016
The product that was offered by the Olympic committee was portrayed through the
integration of 28 sports with 306 events (Stillmed.olympic.org., 2016). The event offerings were
specifically based on the interests of the sports enthusiasts. The detailed structure of the sports
events helped the concerned authorities in attracting the attention of the potential sports
enthusiasts. The ticketing price for the event was nominal and reasonable to attract the attention
of most of the sports enthusiasts (Preston, 2012). It has been reported that Rio Olympic most of
the tickets were available at a price of R$70 and the cheapest tickets were priced to be R$40
(Stillmed.olympic.org., 2016). The cheapest tickets were made available for the students, aged
and the disabled visitors. It helped in enhancing the marketing initiatives that were undertaken by
the concerned authorities in attracting the attention of the people towards the event.
The identification of the desired place for undertaking the marketing operations helps an
organization in attracting the attention of huge number of people as per the concern\s that are

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faced by the same. Rio Olympic undertook the different sports events in 37 venues for wider
access to the potential audience (Stillmed.olympic.org., 2016). The segregation of the venues
into Barra, Copacabana, Deodoro and Maracana has helped the concerned organization in
maximizing the rate of the target audience to the events. It has been researched that the
Maracana stadium held the capacity of 74,738 visitors which signified that the venue selection
made by Rio 2016 helped the same in reaching out to higher amount of audience
(Stillmed.olympic.org., 2016). The promotional tools that are undertaken by the organizations
helps the same in making the target audience aware of the date and time of the event. The
concerned organization utilized 584 television channels and 270 digital platforms in order to
make the audience aware of the event operations (Stillmed.olympic.org., 2016). It has helped the
organization in maintaining the efficiency of the promotional; activities while making the people
aware of the different sports and the timings for maximizing the involvement of the same
(Preston, 2012).
The People who were associated with the event were visitors and organizers, who helped
in achieving the aim of the event. In a report, it was stated that the total visitors for the event was
around 6.2 million (Stillmed.olympic.org., 2016). On the other hand, more than 11,000 athletes
from 205 nations around the world took part in the event apart from the volunteers who looked
after the different management elements of the event (Stillmed.olympic.org., 2016). Lastly, the
performance of the event organizers were highly appreciated while attracting the attention of
huge number of visitors towards the event. It helped the Olympic committee in identifying and
measuring the success factors of the event.

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Sponsorship assets of Rio Olympic 2016
The identification of the diverse sponsorship assets helps an organization in
understanding the supportive factors that are faced by the same while marketing a proposition
(Barootes & Gadeski, 2014). Audience loyalty is one of the major sponsorship assets for Rio
Olympic 2016, which was entitled through the collaboration of the event with Omega
(Stillmed.olympic.org., 2016). The loyalty of the audience helped the committee in undertaking
the smooth functioning of the systems through financial support and promotions. Impression is
one of the chief assets for the Rio Olympic through the association of Dow Chemicals who
aimed at bringing forth changes in the carbon mitigation technologies (Stillmed.olympic.org.,
2016). On the other hand, sponsorship from McDonald’s helped the committee in maximizing
the amount of reach for the promotional tools for attracting the attention of the potential
audiences and sport enthusiasts (Stillmed.olympic.org., 2016). The property for the event was
delivered by Correios, which helped the event in supporting the smooth functioning of the same.
On the other hand, the Atos Group looked after the Digital media needs of the committee while
developing the design of the event. It helped in maintaining the efficiency of the operations and
management of the event while promoting the same widely.
Activation tactics
The implementation of the experiential activation tactics helped the Olympic committee
in including McDonald’s as an event sponsor, as the organization helped the committee in
maximizing the fan base for the event (Stillmed.olympic.org., 2016). On the other hand,
McDonald’s also took steps to engage the audience through the creation of different gaming
stations. It helped the Olympic committee in retaining the loyalty of the target audience base. On
the other hand, the market activation tactics used by the Olympic Committee helped the same in

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supporting live streams and broadcasts for reaching out to larger audience base. In this relation,
Panasonic Corporation supplied different A-V equipments for supporting the opening and
closing ceremonies in the event (Stillmed.olympic.org., 2016). .
Spectator experience and economy
The popularity of an event attracts the attention of huge amount of sponsors and
investors, which helps the event organizers in raising funds for the smooth functioning of the
program. The enhanced experience of the visitors contributed to the economic reserves of the
country. The visitor experience and the revenue streams that are earned from the activities f the
same also helped the nation in supporting the growth and development of the tourism industry in
the regions. As per the case of the Rio Olympics, the huge amount of visitors significantly
contributed to the tourism industry and the economic situation of Brazil through the creation of
revenues amounting to USD 3 million (Stillmed.olympic.org., 2016).
Conclusion
Therefore, it might be stated that the delineation of the interests of the target audience
helps the event managers in strategizing the different elements in order to attract the attention of
the same. In this relation, the marketing 6P’s play a major role in making the managers aware of
the different strategies that might be undertaken by the same in order to maximize the level of
attention among the target audiences. On the other hand, the sponsorships, activation tactics and
spectator experience in Rio Olympic 2016.

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References
Barootes, B., &Gadeski, J. (2014). Reality Check: Straight Talk about Sponsorship Marketing.
Amazon Digital Services LLC.
Preston, C. (2012). Event Marketing: How to Successfully Promote Events, Festivals,
Conventions, and Expositions (2nd ed.). Wiley.
Stillmed.olympic.org. (2016). International Olympic Committee MARKETING REPORT Rio
2016. Retrieved from
https://stillmed.olympic.org/media/Document%20Library/OlympicOrg/Games/Summer-
Games/Games-Rio-2016-Olympic-Games/Media-Guide-for-Rio-2016/IOC-Marketing-
Report-Rio-2016.pdf