The objective of this semester long project is to develop a marketing plan for Anheuser-Busch Inbev or Coca-Cola to use in the

USA and the United Kingdom utilizing the companies sponsorship of the 2012 London Olympic Games or the U.S. Olympic Team. Through this process you will learn about the alternative ways of developing an association with the Olympic Games and the in-depth details of developing and implementing a marketing campaign for two of the biggest sports marketers in the world. 1) Executive Summary (maximum 1 page, single spaced) a) Briefly describe the event sponsorship b) Objectives of the sponsorship 2) Situational Analysis a) Historical Context. i) Discuss the history of the companys involvement with sports event marketing with an emphasis on the Olympic Games. ii) Discuss trends over the past 10 years: consumer interest in the Olympics, retailer interest in Olympic based promotions b) Target Market i) Segmentation ii) Target Marketing (1) Describe the groups you are targeting for this event sponsorship. (2) Describe in terms of precise characteristics, (i.e., to get the maximum points, you must go beyond age and gender. Consider lifestyle issues such as activities, interests, and income, etc. You will need to conduct detailed research.) (3) Why would the target market be interested in the Olympic sponsorship? iii) Brand positioning c) Market Research i) Problem Statement ii) Research Objectives iii) Methodology iv) Data Collection Instrument v) Discuss some successful brand associations with the Olympic Games. (Why have they been successful?) For exampleMcDonalds, Nike, etc. 3) Objectives and goals Identify in measurable terms, the objectives and goals of the marketing plan. Be very specific! a) You should, and are encouraged to, state more than one objective. b) Establish a quantitative benchmark. For instance, identify current status such as consumer sales, retailer impact, number of new retail displays, key customers entertained, etc. c) Specify the change you are reaching to achieve. (e.g., retailer impact, sales increase from previous year)

d) Specify a time frame (e.g., increase in retailer impact or sales increase of x% from May to August 2012. 4) The Marketing Plan. a) Product issues (beginning with marketing goals for this element) whats gonna help us whats gonna not be good too do. Actual and primary packagingbox and label. b) Promotion issues (beginning with marketing goals for this element) a lot of media plans c) Pricing issues (beginning with marketing goals for this element) discount the product to the retailer, discounts too retailers who use our promotions in their stores. d) Place issues (beginning with marketing goals for this element) e) Describe your Plan in detail. i) Theme ii) Date, time, length. iii) Describe in detail the activities that will take place. iv) What benefits do the following receive: your target market, U.S Olympic Team, International Olympic Committee. v) Link the proposed plan to your research. (i.e., consumers have a passion for the Olympic Games for the following reasonstherefore this marketing technique should help appeal to those fans, etc.) 5) The Media Plan a) Media Strategy i) Reach and Frequency ii) Continuous, Flighting or Pulsing scheduling of ads iii) Length and size of advertisements b) Media Choices i) Media mix: concentrated, assorted ii) Media efficiency: cost per thousand (CPM), cost per thousand target market (CPM TM) c) Describe the media mix. Where will you advertise? (For instance, what TV shows, radio, print, outdoor, internet) This must relate closely to target audience. When will you start advertising? d) What type of ads will you use? Show story boards/create commercials to show to class. e) Be creativeThink outside the box. 6) Budgeting Break down your budget. (Detail every expense associated with the Plan). a) How much will be spent on advertising? (Use figures from your research. For instance, if you are suggesting TV advertising for the plan, you should research the cost of placing an ad on television prior to and during the Olympic Broadcast. Also consider radio, outdoor, print and internet advertising. b) How much will you spend on sales promotion, retailer/consumer entertainment, website development, etc.?

7) Implementation and Evaluation a) What consideration must be accounted for in order for this plan to work? b) Who will be responsible for and involved with implementing the plan? c) How and when will you measure the success of the event? d) What changes would you recommend if the objectives are not realized?