athletes training for and participating in the Olympic CASE STUDY 6-1 The United

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athletes training for and participating in the Olympic CASE STUDY 6-1 The United States Olympic Committee Persuading Business to Participate in the Olympic Movement Games. Asking for corporate sponsorship is a difficult task," she said, "because we maintain exclusivity in ch product category and we must negotiate separately with each corporation for the rights to use our marks and logos." Exclusivity, she explained, means that only We don't receive government funds," said Lynne Cribari, "so corporate funds and private donations one sponsor will be permitted to use the U.S. Olympic provide the bulk of our support. And, in asking for Committe's logotypes, including the universally corporate sponsorship, we walk a very fine line between encouraging enthusiasm for and participation recognized five-ring Olympic symbol. Current sponsors include such corporate giants as in the Olympic spirit on the one hand, and crass over-IBM, Bausch& Lomb, Eastman Kodak, VISA Cards commercialization on the other." International, and Anheuser-Busch Brewing Lynne Cribari is Manager of Corporate Participation for the United States Olympic Committee and works in the USOC's headquarters in Our task is to create an environment in which aid, "and the marks are used appropriately," Cribaris (USOC), Springs, Colorado. She received a political known as 'cause-related marketing. If you use your brief career in media relations and local contribute a certain amount to the U.S. Olympic that means that we're directly involved in what's VISA card to make a purchase, for example, VISA will Committee ience degree from The Colorado College and, television, joined the USOC as assistant director of broadcasting. Today, her task is to assist the Director of Marketing and the Executive Director of the USOC in securing corporate sponsorship for United States Cribari said the persuasive challenge in her job is a partnership in which both the Olympic to create Movement and the corporate sponsor will benefit. "we

Explanation / Answer

Yes, they are persuing thinking and buying behaviors of consumers and sponsors. They are following Logic, Emotion and Ethics, while scouting for sponsorship, benefitting both sponsors and Olympic Games, as this will affect attitude toward a product which will influence whether one buy’s the product or not.

Attention seeking device for sponsors are like Cause- based Marketing/ Campaigns, show casing the value proposition of new launch/ existing products to customers such as – Health conscious, diet concern, nutritious products etc., which influences consumers’ thinking and improves their buying decision making, luring them to such products.

Their focus is on Value added relationship between sponsor and Olympics, also benefitting end customers.

Principal Motivation for sponsors will be:

Re-branding of existing products, showcasing new launch products with exclusive characteristics and benefits to the users, increase brand equity in market, increased awareness of company brand and respective products in market. Responsible and ethical marketing, to which many customers have a very positive perception in today’s competitive and fast growing world.

Resistance will only occur in the level of persuasion, which will vary company to company, depending on what products/ services, need to be promoted and till what extent. Else, they have proven value driven relationship with sponsors in the past.

Competition will come from other sport events like NBA, NFL, NHL, Baseball etc.

Exclusivity in each product category is needed, because, the product characteristics differ, perception of consumers in each category differs, along with buying process and buying capacity. Each category product will have its own different value proposition to its segment of customers.

USOC won’t go for those product categories, where product may falsify or exaggerate it’s benefits beyond a limit like fake nutrition supplements, energy drugs etc.

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