Four Marketing P's for London Olimpics

Topics: 2012 Summer Olympics, Olympic Games, Summer Olympic Games Pages: 6 (2265 words) Published: February 18, 2013

Executive summary2
Importance of Product to the London Olympics3
Importance of Price to the London Olympics4
Importance of Promotion to the London Olympics5
Importance of Place to the London Olympics6
List of References8

Executive summary
This report research and analyse marketing environment for the London Olympic Games for 2012, using set of tools known as marketing mix. This paper is referred to 4P’s: product, price, promotion, place and their importance for the London Olympics. Widely discuss 2012 Olympic Brand, its precious history, ambitious vision, development in past years. Explains how important Olympic Games are for people all over the world and shows how sports segment on different type of individuals. One part of that this paper reveals the prised used for tickets and the strategy allocated for this year Olympics. The other part explains how LOCOG advertise Olympic Games and how they use their sponsors for it. And for last this report shows how important place is to bring Olympic spirit to the heart of London. Justify some recommendations for LOCOG to succeed in the plans which they are already achieving for this year Olympic event.

Importance of Product
Traditionally it has always been said that the Olympic Games started at Olympia, in Greece, in 776 BC. But The Modern Olympic games revived by the French Baron Pierre de Coubertin started in the late 19th century, bringing the Olympic symbol we know and recognize today. The logo was first found on a flag which first flown during the 1920 Olympic Games and it had five interlocking rings - black, yellow, blue, red, and green in the white background. Olympic symbol colours were chosen because at least one of them appeared on the flag of every country in the world. That symbol is the most known logo in the world. Most of the countries and cities which held the Olympics in past hundred years used this symbol as a part of their campaign in which they have to create the brand for that year Olympic Games. As 2012 games are held in London, The logo for the 2012 Olympics and Paralympics was unveiled in a star-studded ceremony in London in June 2007. The jagged emblem, based on the date 2012, comes in a series of shades of pink, blue, green and orange (Appendix 1) and will evolve in the run-up to the Games. The word London and the Olympic rings are included in the first two digits of the new logo. "This is the vision at the very heart of our brand." Said Seb Coe.

Although at first from launching the logo there were a lot of different opinions about it. Bob Neill, London Assembly Member for Bexley and Bromley and the Conservative spokesman on the 2012 Olympic Games, said: "Lord Coe has described this logo as 'ambitious, interactive and youth-friendly’; I would describe it as hideous. (Metro, Accessed: 20 February 2012)

Organisers hoped that the brand will be immediately recognisable worldwide and that London 2012 will be 'Everyone's Games'. And as nearly five years past we now know and see that most of us where wrong, all love this Logo and it became a brand of our lives for 2012 summer.

London Olympic Games 2012 is relatively inelastic product; there are no substitutes for it, not for the four ears at least, just a huge demand for it. Olympic games count as a luxuries, it’s not essential for every days use, but as it held in London this year, every Londoner and UK citizen would like to be involved in this event because it is a one chance a lifetime opportunity.

Olympic Games offer us an extraordinary sports event that we will never forget, everyone can find sports which they like and enjoy watching. As a tradition some sports segment on certain groups of individuals with common needs and characteristics. Most of the time it depends on nationality, gender, age, even religion. For example mostly men watch football or most of the British and Indian nations...

References: Metro, ‘Trendy London 2012 logo branded a flop’ [www], Available from:
[Accessed: 20 February 2012]
Coventry Solihull and Warwickshire Partnership, ‘London 2012 Olympic Games Tickets’ [www], Available from: [Accessed: 23 February 2012]
Tom Degun, 2011, ‘IOC President pleased with London 2012 ticket pricing structure’ [www], Available from: [Accessed: 18 February 2012]
Masterson R. and Pickton D., 2010, Marketing: an introduction, Sage, London
The London Organising Committee of the Olympic Games and Paralympic Games Ltd, 2010, ‘Locog brand protection’ [www], Available from: [Accessed: 20 February 2012]
John O ' Ceallaigh, 2011, The Telegraph, ‘Olympics Visitors ' Guide’ [www], Available from: [Accessed: 27 February 2012]
Louise Eccles and Anthony Bond, 2012, The Daily Telegraph ‘Olympics ticket resale website crashes for a second day as thousands struggle to sell off their unwanted tickets’ [www], Available from: [Accessed: 26 February 2012]
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