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| OLYMPICS PERFORMANCE INDEX SHOWS COCA-COLA LEADS RACE FOR ‘MARKETING GOLD’ |
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Coca-Cola has been ranked top in the most comprehensive study to benchmark the marketing achievements in China of brands sponsoring the Beijing Olympics. The global drinks giant has fought off powerbrands including China Mobile, Samsung, Volkswagen and McDonalds to take the highest score in TNS partner CSM Media Research’s Olympic Performance index (OP). The index underlines the enormous value that Coca-Cola will take out of its sponsorship of the 2008 Olympics – which has already grossed more in sponsorship than any previous Olympics event. Established in 2006, the OP index is the first currency to measure the entire marketing performance of brands up to, during and after the Olympics against their competitors. The latest wave of the research – wave 8 – was released recently. The resulting league table presents a formidable list of Olympics sponsors which are maximising their efforts ahead of the biggest sports marketing opportunity in history. More than 60 companies have invested around US$3 billion in sponsorship rights for Beijing. TNS estimates that additional promotional spend by corporations looking to ride Olympics interest will exceed US$5 billion from August 2006 to August 2008, making the Olympics the world’s biggest marketing ‘bet’ worth more than US$8 billion. Yet there is a gap between the money invested at this stage and the level of recognition sponsors enjoy. Most consumers can still only spontaneously name 2 or 3 Olympic sponsors on average. The OP index also demonstrates that many brands are failing to maximise the value of their heavy sponsorship investments. Companies like Atos Origin, GE and BHP Billiton have had low OP index scores over the last 2 years. It should be noted that these companies may be more focused on business customers than general consumers in their marketing efforts. A mix of Chinese and international brands rank in the OP index’s top-ten – with Coca-Cola followed by Yili – a prominent dairy products brand in China and an Olympics sponsor. Third place has been taken by Lenovo, a manufacturer of PCs and other technology products. Fourth is China Mobile, the telecoms company, while fifth place goes to adidas, the sports footwear, apparel and accessories brand. Since 2006, CSM Media Research – the Beijing-based partner of TNS, and part of the global group’s brand and media measurement businesses TNS Media – has collated the OP index through a quarterly poll of 1,500 consumers in 10 Chinese cities, analysis of the creative treatments of Olympics advertising in China and associated media spend and measurement of China’s TV audiences for Olympics programming. CSM Media Research has conducted 8 waves of research to date and will complete its analysis with Wave 11 in October 2008, some two months after the Olympics finish. Matthew Brosenne, Business Development Director at CSM Media Research, said: “The official slogan for Beijing is ‘One World, One Dream’. It would also be fair to say ‘One World, One Dream, One Huge Investment’. For big companies putting their sponsorship money behind the Olympics, this is a real battle of the brands and financial commitments to marketing are significant. Coca-Cola brings 86 years of history and experience to the Olympics, and more experience than any other company. It sees these Olympics as a rare opportunity to position Coca-Cola as China’s most aspirational brand. Coca-Cola is winning because it started early, has shown good strategic planning and regularly refines its work.” CSM Research has also tracked companies which respondents mistakenly believe is a sponsor. A good example is Mengniu, another prominent dairy products brand in China, which has maximized sports-related marketing opportunities through advertising and promotional activity in order to create one of the strongest brand presences despite not parting with sponsorship fees. CSM Media Research has found that over 70 per cent of consumers agree they are more likely to purchase products associated (either rightly or wrongly) with Olympics sponsors. Mr Brosenne said: “If these ‘intentions to spend’ could be converted into actual transactions, there is clearly a case that the marketing investment into the Olympics would pay off whether you are a sponsor or not.” Olympic Performance index (Top 10 Sponsors by wave starting with Wave 1 in 2006)
Key to companies identified in Wave 8: • Coca-Cola – world’s largest beverage company. • Yili – prominent dairy products brand in China. • Lenovo – manufacturer of PCs and other technology products. • China Mobile – telecoms company. • Adidas – sports footwear, apparel and accessories. • McDonald’s – leading global foodservice retailer. • Bank of China – leading financial institution • Samsung – global manufacturer of a variety of technology products (mobile phone sponsor) • Haier – leading manufacturer of white goods and technology products (white goods category) • Tsingdao Beer – strong beer brand in China Trackback(0)
Comments (1)
Ellen
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that's interesting to read this article. I'm doing the market analysis about Visa Olympic sponsorship marketing. Is there any information relevant about that? can you inform me through email address. Thank you so much. |
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