역대 올림픽의 마케팅
1960년 로마 올림픽
최초로 TV중계권료
의 개념이 탄생
(미국 CBS의 미국 내 중계 독점으로 엄청난 수입금 창출
스포츠 마케팅에
대한 관심이 고조
1972년 뮌헨 올림픽
올림픽 마스코트
도입, 휘장 사업의
본격화
상업화의 성공
1984년 LA 올림픽
기업
스포츠의 마케팅
관람 스포츠와 참여 스포츠
스포츠 제조업 부문
스포츠 단체가 재원을 확보
하기 위해 집행하는 마케팅
스포츠를 이용한 마케팅
스포츠 경영학의 시각
마케팅 커뮤니케이션의
여러가지 목표를 달성 할
목적으로 기획, 조직, 실행,
통제하는 모든 활동
Sports S
market.
(1970~1989)
The ground coffee market was formed
since the 1988 Seoul Olympic Games.
Domestic Coffee Market
Korea’s coffee consumption - TOP 11th
-AC Nielsen data -
annual sales scale of domestic coffee market
1.2 trillion won (2008) 1.8 trillion won (2009)
growth of over 30%
The scale of ‘coffee shop market’ is only about 20% great potential !!!
S
marketing
Coca-Cola was the first commercial sponsor of the Olympic games, in the 1928 games in Amsterdam, and has been an Olympics sponsor ever since (The Coca-Cola Company, n.d.). Since 1978, Coca-Cola has sponsored each FIFA World Cup, and other competitions organized by FIFA. In fact, one FIFA tournament trophy, the FIFA World Youth Championship between Tunisia and Malaysia in 1997, was cal
Olympic and EXPO. 1
CESCO, a front runner in the pest control market which was “Blue Ocean”
In 1999, they changed their company name to a new brand “CESCO”. On the occasion of Well-being trend, CESCO became a front runner in the pest control market which was “Blue Ocean”
Effort to change customer’s recognition.
However, it was not easy to keep the first position, making the