AnoccasiontoRioOlympicGames,JinphonesuccessfullygrabbedheadlinesMarketingImplicationsResearchpapersDownloadNews:August6headlinesshouldbelongtotheofficialopeningoftheOlympicGamesinRio.Weknowthat,althoughthisislessthantheRioOlympicGames2008BeijingOlympicGamesasbeingofnationalconcern,butasthequadrennialglobalsportingevent,stillhasaverybroadandpowerfulinfluence,whilethemajordomesticcompaniesarenaturallyreluctantoccasiontomarketingopportunitiesmissedduringtheOlympicGames,Olympicmarketingwarbetweenthemajorbrandsisalreadystarted.Andjusttoday(August6)morning,intheEastBuildingtowatchtheopeningceremonyoftheOlympicGamesinRioatthesametime,micro-channelcircleoffriendsbutsuddenlyJinphonesuddenlyascraper.ThereasonisthatJinphonetodayputinShenzhenEveningNewsfrontpageads,thisadtriggeredscraper1suckedthisreasontheRioOlympicslargestgroovepoint‘safety’andJinphone’sbiggestsellingpointoftheM6seriesa‘built-insecurityencryptionchip’cleverlycombinedtogether,thussparkedstrongresonance,andtheninthecircleoffriendsformedscraper,successfullygrabbedtheheadlinestoday,butitalsomakesJinphonebecamethefirstsuccessfuloccasionthisyearinRiodeJaneiroGamesbrand.So,Jinphonethisoccasiontomarketingsuccessintheendisreflectedinwhere?Andintheendbringusinmarketingit?EastBuildingmaywishtoanalyze:Olympicsoccasionisatechnicaljob,accidentallyeat‘lawsuit’?Ingeneral,themainoccasionOlympicbrandmarketingintwoways:ThefirstisthedirectsponsorshipoftheOlympicCommittee,theIOChasmadeaseriesofbrandlicensing,withtheOlympicGamesclosertogether,andthenlettheuserwillFollowtheOlympicbrandistransferredtothebody,soastoachievethepurposeofexpandingthebrandworldwideinfluenceandsales.Fornow,theIOCsponsorsareglobalbrands,suchasthecurrentlevelOlympicsponsorCoca-Cola,McDonald’s,2GE,Samsungandsoon.AccordingtotheInternationalOlympicCommitteeannouncedthe2015MarketHandbookdisclosed,TOPsponsoroftheLondon2012OlympicGamesatotalof11,toobtainsponsorshiprevenue$950million,anaverageofeachsponsorshipfeeofupto$86.36million,whichisobviouslymostenterpriseunbearable,sothisclassmanufacturersbelongtowealthywaywardglobalplayers,butalsoontheIOCsponsorsaswellasarigorousexamination,itisnotmoneyontheline.AccordingtotheRioOlympicofficialwebsitehasreleasedshowthatatotalof25differenttypesofsponsors.Obviously,onlyafewOlympicpartners,thevastmajorityofcompaniesarenotdirectlyborrowOlympics‘wind.’Theotherisanon-Olympicpartnerswiththeirownbrandandproductcharacteristicswereanoccasiontoridethemarketing.However,thisyeartheInternationalOlympicCommittee(IOC)inordertoensurethemaximizationoftheirowninterestsandsponsors,speciallymodifiedarticle40oftheOlympicCharter,tortcrackdown,whichlistsanumberofactsofnon-Olympicpartnerallowed,forexample,anyexpressorimpliedwith3theOlympicsthereisalink,andmaynotbeusedinanyformsuchastheOlympicintellectualpropertyrights,andsuchcannotbeusedtogetherbyanyformof‘Olympiclistedwordsorexpressions’andsoon,whichmeansthatenterprisesinordertoaidOlympicwalkingafinelinethiseventmarketingopportunitiesminimal.Rio2016OlympicGamesinArticle40rulesJinphonegrabbedthepretextoftheOlympicGames,‘headlines’,whatinmarketing?Becauseofthis,iftheenterpriseisnottheOlympicpartners,inordertocatchthisquadrennialOlympic‘Dongfeng’brandmarketingmustbedoneon,toensurethatneithertheformationoftheinfringement,butalsotoallowpeopletotheRioGamesandtheirproductorbrandcloselylinked,...