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Marketing Mix being used for the 2012 Olympic Games in London

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Table of Contents 1.0 Introduction ……………………………………………………………………………………. 4 2.0 Discussion ……………………………………………………………………………………… 4 2.1 Marketing Mix ………………………………………………………………………………. 4 2.1.1 Product ……………………………………………………………………………………… 4 2.1.2 Price …………………………………………………………………………………………. 5 2.1.3 Place …………………………………………………………………………………………… 5 2.1.4 Promotion ……………………………………………………………………………………. …
fact that London’s successful and ambitious bid for the 2012 Olympics was to a great extent dependant on the commitment of hosting inspiring as well as spectacular Olympics for both London and the world. The pivotal objective of the organizers of these games is to connect the young people and varied social segments in the UK with the inspirational potential of sports (The London Organizing Committee of the Olympic Games and Paralympics Games Ltd 2010). The other paramount objective of the organizing committee is to retain the commercial and emotive appeal of the Olympic 2012 brand, which is so central to the objective of funding these games (London 2012: Online). 2.0 Discussion It goes without saying that the organizers of London 2012 are affiliating to a successful and effective set of marketing tools to give way to just the right marketing mix required to achieve the marketing objectives envisaged by them in the context of the target market (Kotler 2003, p. 15). 2.1 Marketing Mix 2.1.1 Product The organizers of London 2012 are to a great extent relying on the established brand appeal of Olympic Games to cash on its popularity amongst the youth sans race, gender and social affiliations. A plethora of related brand building activities like parading the 2012 mascots Wenlock and Mandeville across UK, hosting the London 2012 Festival featuring artists from around the world, actively involving the young people and children across communities in the actual management and casting of games and organizing the London Prepares Series hosting world class athletes at the brand new and already existing Olympic venues are already under way to stimulate the excitement about London 2012 amongst the target segments that are young people from diverse racial and social segments in the