COMPARATIVE ANALYSIS

Comparative analysis of the Marketing Communications Mix for two sponsoring companies for the London 2012 Olympics



Table of Contents

Background of London 2012 Olympics3

Two Major Sponsor's of Olympic Games4

1.Lloyds TSB Bank UK4

2.McDonalds4

Marketing Channels5

Marketing Mix6

Communication Mix7

Advertising and Communication Strategy8

Advertisement, commercials:8

Motivated selling:8

Public relations8

Inter-company marketing9

Direct mail9

Social marketing9

Crirtical Recommendation9

Campaigns and their Impact on Target Audience10

Search Engine Optimization10

Linking the Site and Articles10

References13

Appendix14

Figure 114

Figure 214

Comparative analysis of the Marketing Communications Mix for two sponsoring companies for the London 2012 Olympics

Background of London 2012 Olympics

In the year 1948, the last Olympic Games were held in London, before that it was only held in 1908, in London. When the Commonwealth Games was successfully hosted in Manchester in the year 2002 and as well as the competition of Euro' 96 football, the decision was taken for biding London as the host of the Olympic Games 2012. The success of these events encouraged the government and sports authorities of UK that they can successfully stage the international sporting events as well.

The biding proposal for London Olympic hosting (2012) was initiated long time back, in the year 1997. A report was submitted in the Parliament by the British Olympic Association during the late 2000, in which the previous Mayor of London Ken Livingstone and the Greater London Authority proposed the outline of the bid.

There was a detailed report created about the bid in the year 2002, by the Commons' Culture, Media and Sport Committee. It was published during January 2003, in the next three month the Prime Minister also indicated his support for the biding. In the month of May, the Government officially announced to put favour in the biding process and also allotted 2.375 billion pounds for the staging cost of the Olympic Games.

It is estimated by LOCOG to earn up to 2 billion pounds to invest in the game, along with 303.7 million pounds financed by UK sports funds. The country hosting the game will be managing the public and scholarship funding of the event. Sponsors play a vital role in the funding of these events, Olympics and winter Olympics are usually held after every four years. The TOP programs deal with international sponsorship, whereas OCOG is responsible for the local sponsorship (London2012, 2012, n.d.).

Two Major Sponsor's of Olympic Games

Lloyds TSB Bank UK

Lloyd Bank is a retail bank of British which is operating since 1765, in the Wales and England (Some operations in Scotland) until it became a part of Lloyd TSB in the year 1995 because of merger acquisition, it is still a registered company but the status is dormant. The businesses of the bank expanded during the time period of 19th and 20th century and it also took over many small banks such as acquisition of HBOS in the year 2009. The new name of the Lloyds TSB Group after acquisition was Lloyds Banking Group. During the year 2010, it was officially announced that the principal subsidiary of the group Lloyds TSB Bank, by the year 2013 will transition to Lloyds Bank (Lloyd, 2012, ...