Learner_BSBMKG603 Manage the Marketing Process.pdf BSB61015| BSBMKG603 Manage the Marketing Process Learner’s Guide | V 3.0 | Jun 2018 Pass Global Pty Ltd t/a ALTEC College |Provider Code: 22034 |...

Assessment Task 1:
Turin 2006 Olympic Games: Strategic Review
Background
Turin is a city in Italy. The 2006 winter Olympic Games was held in the city of Turin. It was the 20th winter Olympic Games with multi sporting events from 10th to 26th February hosted in the city of Turin, Piedmont, Italy. The Turin 2006 winter Olympic Games declared official motto as “Passion Lives here”. Turin has the biggest ice sky center; hence the official logo of the Turin 2006 winter Olympics was Mole Antonelliana building which was designed in blue and white ice crystals indicating the snow and the sky. The Olympic mascots were Gliz which is a male ice cube and a ‘Neve’ which is a female snowball. It was around two billion Euros arranged for the Turin winter Olympic Games. The total budget for the Turin Olympics was estimate at 500 million Euros but it was around 3.5 billion Euros expended for the construction, marketing, sponsorship, partnership and programs and for broadcasting the events. (Olympic Org; The Torino 2006 Olympic experience; Jul 6th, 2006; IOC News)
Key features
The key feature of the marketing program were funding of the various segments of Turin 2006 winter Olympic Games. These were as follows:
1. Ticketing promotions: The marketing department of Turin organizing committee was responsible for coordination, promotion, distribution and sale of the tickets of the winter Olympic Games. The ticket sales were targeted to the local people, the federation and various associations involved in the winter sports in Italy, people living in the Piedmont municipality and constitution and towards the children studying in various school and universities.
2. The Licensing program: This was for the various consumers who will sell merchandise, products and souvenir, mementos during the commemoration ceremony of the 20th Winter Olympic Games in Turin. It was a great marketing success for the Turin marketing authority as the products consisted of emblems on the apparels, mascots, figures etc. and were sold during the Olympic Games.
3. Olympic Sponsorships: The Turin Olympic Winter Games 2006 was sponsored by Visa International which was a global partner and also supported the licensing program and acted as the gateway of payment for the purchase of various products and merchandise. The Swatch Group was also the licensing partner while Asics was the official partner of the Olympic Games. (Olympic Org; The Torino 2006 Olympic experience; Jul 6th, 2006; IOC News)
Key trends and Strategic areas
The ultimate aim, trends and strategy of the marketing authorities of the Turin Olympic Games was to broadcast the Olympic Games to as many nations as possible. It was to communicate peace, love and collaboration to the world which are the core values of the Olympic Games. It was to highlight and demonstrate the power of Olympic Games as the greatest sport in the history of the world. It was also to make aware the people of the world the spirit of Olympics and the cultural festival which make the event and the games special and gorgeous.
Integration of various marketing program
Sponsorship: Visa International was the main licensing partner and acted as the payment gateway for the spectators worldwide. The Swatch Group which is the parent company of Omega watches was the official partner and created high quality watches which were used to honour the Turin Olympic Games. Asics was the official partner of the Turin Olympics Games and made accessories, clothing and appearel available for the spectators of the game.
Sharing of revenues: It was around two billion Euros arranged for the Turin winter Olympic Games. The funding process was from the Italian government providing 1.4 billion, around 200 million from the Turin municipality, 300 million from the private business tycoons and 159 million from other local bodies and authorities. The organizational cost was around 1.5 billion Euros. The construction of sporting facilities which included building the stadiums, infrastructure and the athletics accommodation facilities cost around 2 billion Euros. Apart from that it was just 1 billion Euros to cover the cost of sponsorships, television rights and bidding process and sales of tickets. (Stillmed; Torino 2006 Olympic Sponsorship)
Broadcasting: Turin Olympics Games was measured to be the most watched Winter Olympic Games in the history. Free to air broadcasting was made available in Asia and African continents. Live and internet coverage was available in countries like Germany, Japan, Australia, France, Australia and Canada. Also, deferred telecast was made available in UK, South Africa, South Korea and New Zealand. The host broadcaster was TOBO or Torino Olympic Broadcasting Organization which filmed and telecasted the entire Olympic events in High definition technology.
Stakeholders’ partnership: The stakeholder partnership of the Turin Olympic Games 2006 were the International Olympic Committee Athletes Commission, The International Federations, The Media and the broadcasters, the sponsors, the dignitaries, the National Olympic Committee, the Paralympics stakeholders and the global spectators.
Key Strategic aspects of marketing program and objectives
There were various strategies which the Turin Olympic marketing authorities used to differentiate their Olympic events from the others. Among them was the Olympic torch rerun. The torch was extraordinary as it created history with the torch being the tallest cauldron ever used in an Olympic Game. The other main strategies of Turin Olympic Games was to increase the profitability, attract more spectators from all over the world to enhance their merchandise sales and spread the message of peace, unity and love among the children who will get motivated and show more interest in various sports activities which are a part of the Olympic events. It was the first ever Olympic event in the history of Olympics which was broadcasted live on television and through internet. It also adapted licensing policy by inviting sponsorship from Visa International, The Swatch Group and the Asics who were allowed to maximize its profits by selling its merchandise to the spectators.     
Policy objectives for commercial initiatives and their relevance to marketing program
The policy objective of the Turin winter Olympics marketing committee was to enhance the digital marketing platform to promote the Olympic of 2006. It had stressed on the policy to invite more sponsors of international standards and global presence so as to make the event special and sensational. They stressed on the licensing and the ticket selling system that went beyond the estimated revenue of the Turin Olympic committee. The ultimate purpose of the Turin Olympic committee was to use the Olympic brand name and use it to promote and present more games. The policy was to unite the objectives with a touch of corporate taste. (CIPRA; Turin Winter Olympics 2006; Francesco Pastorelli; 10th April 2014)
Assessment Task 2:
Develop Key Performance Indicators and a Communication Plan
Aims and objectives
The Turin winter Olympics 2006 was conducted with an application of sophisticated technological innovation. This was the ultimate aim and objective of marketing and promoting the events during the Turin Olympics. It also targeted the millions of spectators around the world by promotion of humanity, unity and peace. This encouraged more nations to participate in the Turin winter Olympics. Obviously the first and the foremost objective of the Turin Olympics committee were to earn maximum amount of profits from the sale of its merchandise, tickets and through the selling of broadcasting rights. It was the brand name of “Olympics” which was used to...