The TOP Olmpic Marketing Sponsorship Program – Marketing Campaign Review
We learned earlier this semester of the importance of the Olympics as a marketing
program. There is one sponsorship program the Olympics offers companies that is a
multi-year and multi-million-dollar program. The Olympic Partner (TOP) program was
reviewed in our Olympics module. This program has a variety of global companies that
use the Olympic platform as marketing strategy to build their brand with a global
audience using one of the most highly engaged sporting events in the world.
TOP Olympic Program: https://olympics.com/ioc/partners.
The 2022 Winter Olympics was held from February 4-20, 2022 in Beijing, China. The 2020
Summer Olympics was actually held this past summer (2021) in Tokyo, Japan. It was
supposed to be the 2020 Summer Olympics, but due to Covid-19 it was delayed a year to the
summer of 2021. This presented a big challenge for the Olympics with their operations and
also with their sponsors. Sponsors, including the TOP Olympic sponsors, had to evaluate
what to do with their marketing investment in the Olympics. This additional time allowed
TOP sponsors to extend their Olympics marketing programs and add capacity to their
strategies.
Both the summer and winter Olympics involve the TOP Olympic partners, so you can use
either examples you find from the 2022 Winter Olympics and 2020 Summer Olympics (held
in summer 2021) or from the most recent 2022 Winter Olympics. You will probably find
more current and easier to find content online and on social media for TOP Olympic
marketing programs from the 2022 Winter Olympics.
Instructions
You can select any of the companies listed in the TOP program, but I’m going to offer some
suggestions to help you with this assignment. The companies I’m recommending are:
• Airbnb
• Coca-Cola
• P&G
• Visa
Again, there are others you could consider such as GE, Panasonic, Toyota, or
Bridgestone. You can use one of the above companies or select one of the other TOP
sponsors from the list on the website (https://olympics.com/ioc/partners).
This assignment focuses on only ONE company (ex. Visa) in the TOP Olympic
program. You are asked to do a review of a marketing campaign used by the company
around the 2020 (really 2021) Summer Olympics or the more recent 2022 Winter Olympics
and use the knowledge you have learned so far in this course to conduct your review. The
instructions include some specific areas for you to provide analysis.
The submission is to be minimum of 4 pages and no more than 6 pages double spaced in
Times New Roman 12-point font with 1-inch margins. The assignment may go beyond the
6-page limit if any visuals (i.e. screen shots, product images, or other pertinent visuals) are
included, but the content itself needs to be at least 4 pages and include the items below.
To get started:
• Review the websites and/or articles provided in theassignment.
• Search online for marketing examples for this campaign online and on social media.
• Review the company’s website andfinancial reports for additional information.
Content for Marketing Strategy Review
• Summarize the company’s TOP Olympic Marketing Campaign for the company and the
scope of the marketing campaign.
• Conduct a S.W.O.T. analysis onthe company.
• Identify some of the waysthe company used their TOP Olympic marketing campaign within
their overall marketingmix duringand afterthe Olympics.
• What brandswere used in the marketing mix?
• Didyou see any family brands used?
• What lifestage of the productlifecycle are those brandsin? Provide analysisfor
support.
• What types of mediumswere used inthemarketingmix to promote the campaign?
• What was the messaging used in this marketing?
• Do you think any one aspect wasthemost effective?Or were they all collectively
impactful? Please elaborate why youthink so.
• Define the target market for this campaign. Please use the information we have
discussed on generational marketing, consumer groups, and other consumer
demographics we have discussed that marketers use to understand theirconsumers.
• Conduct research online (one articlemay allowyou access to links to possible campaigns)to
find how social media was used as a part of the campaign’s promotion. Identify 2-3 social
media examples that were used. This might require research online or on social media. Do
you feel these efforts provided a sense of engagement with the company’s target audience?
Elaborate why.
• Do you feel the company’s campaign impacted product sales? If so, which of the brands
do you feel benefited the most from the campaign?Or wastheir one brand that seemed to
benefit the most? Were you able to find any example of documentation that showsifthere
was a direct correlationwithproduct sales?
• If this applies, explain how a retailer or vendor who carries or products or services
also benefitsfrom this marketing campaign.
• Based on the brands you identify in #5, see if you can identify any 2022 or 2021 Olympics
sales promotion efforts the company is conducting to support the marketing and sales of
those brands with their upcoming sponsorship?
• Conclude with a short opinion if you feel the company’s sponsorship is a good return
on investment for them and their shareholders. Thisis just an opinion, but do your best
to give an explanation from a marketing professional’sperspective.
THIS IS DUE WEDNESDAY, MAY 25 AT 11:59 P.M. You must post this to
the Canvas assignment by the due date and time. There will be no late submissions
allowed.