Olympic sponsors: Chinese-style marketing

For audiences, Olympic sponsorship seems simple: you sponsor, he authorizes. In fact, the Olympic sponsorship program is a complex system, the Beijing 2008 Olympic sponsorship program includes three levels: Beijing 2008 Olympic Games Partners, Beijing 2008 Olympic Games sponsors, Beijing 2008 Olympic Games suppliers (exclusive suppliers/suppliers). Sponsors at different levels enjoy different marketing rights. Sponsors have exclusive rights to market development (including joint exclusivity) in the host country.

At different levels of sponsorship at the Beijing Olympics, there are more than 10 sponsoring companies at each level. Of these sponsors, in addition to top sponsors, most companies are the first time to participate in the Olympic sponsorship, their performance this time, what is the return? And listen to the expert one by one way.

Top sponsor of Beijing Olympic Games

Http://www.aliyun.com/zixun/aggregation/8700.html "> Coca-Cola, Atos origin, GE, Johnson, Kodak, Lenovo, Manulife, McDonald's, Panasonic, OMEGA, Samsung, Visa Credit Card

Top Sponsor

The International Olympic Committee's highest-level partner, also known as a top sponsor. It provides financial support to the entire Olympic movement and is the most successful project in the development of international sports market at present. Top program is a cycle of operation every four years. Each cycle includes one Winter Olympics and one Summer Olympics.

Companies joining the program will have access to the global use of Olympic intellectual property, marketing and other rights and a set of related equity returns. More importantly, top partners enjoy exclusive rights to products, technologies, and service categories worldwide. This category of exclusive rights, in the International Olympic Committee and the national (regional) Olympic Committee and the Olympic Committee signed an agreement, in various countries (regions) were protected.

Lenovo

Lenovo spent 65 million dollars in 2004 as the International Olympic Committee (IOC) global partner (top sponsor) of the sixth (2004~2008), the name of Chinese companies, for the first time in the top list of Olympic sponsors. Since then, Lenovo has launched a series of marketing campaigns around the Olympics. In December 2007, Lenovo suddenly announced that it would not renew its top sponsor after the Beijing Olympics.

Yang: Joining top sponsors is a brand promotion for Lenovo. Through this sponsorship, Lenovo told the world that it has entered the first echelon of the international brand, the strategic goal has been achieved. Lenovo from the computer began to accumulate, the development of 20 years like a porter, with the other people's core, with their own shell, assembled to transport, and finally got only processing costs.

But in the past few years Lenovo has achieved several brand jumps: the first step from it porters to a national brand; the second step is to acquire IBM. IBM in the United States known as the "Blue giant" is a synonym for American national image. Lenovo successfully acquired the IBM business, so that Chinese brands and international brands on a platform; the third step is to participate in the top sponsors of the Olympic Games, to enter the international first-class brand club. Now, Lenovo has been headquartered in the United States, from a Chinese enterprise into a multinational company. In the future, no matter how many twists and turns of Lenovo's road, it has laid a solid step to become an international brand.

Geng: For Lenovo's exit, I think it has something to do with the company's strategy. A business to join or exit the Olympic sponsors, in fact, is to attract everyone's attention. If Lenovo does not quit, we will not be concerned about this for so long. In this way, Lenovo's propaganda purpose has also reached. For Lenovo, participated in the Beijing Olympic Torch "Xiangyun" design scheme, has greatly increased the influence of Lenovo. May 3, 2008, Lenovo launched five Olympic commemorative models around the world, including four home computer Torch commemorative version and an Olympic Sports edition notebook. All this makes Lenovo a very beautiful thing before the Olympics. Lenovo may be concerned that during the Olympic Games, its voice was submerged throughout the tournament. Therefore, the timely exit should be a strategy of the enterprise.

Zhao Yihe: So far, Lenovo has achieved great success. First, by joining the Olympic sponsors, become a continuing focus. Including Lenovo mergers and acquisitions IBM event, also be infinitely magnified. From home to abroad, countless media are reporting Lenovo, to discuss whether Lenovo can do. But Lenovo through the Olympic Games, forming a cognitive focus, so that foreign market cognitive association, so that consumers around the world to understand Lenovo.

Second, the globalization strategy. In the past, you know Lenovo is just a well-known Chinese brands, after the acquisition of IBM, though questioned, Lenovo through such a form, the Lenovo brand itself to achieve the globalization, so that everyone knows Lenovo is not just Chinese companies, or global enterprises.

Third, Lenovo achieved a training session at the Winter Olympics in Turin in 2006 to provide exclusively desktop computers, laptops, servers, printers and other computer equipment, as well as financial and technical support for the Winter Games. Lenovo in the promotion of their own, but also to exercise the emergency response to large-scale sports projects. Before many people questioned Lenovo did not 37211.html "> Olympic marketing Experience, technically not very clearance, but at this stage, from Lenovo's a series of Olympic strategy to see, basically in line with the Olympic success criteria."