The London 2012 Olympic Games

Submitted by - Group 4

Antra Bhanu Yadav

Apoorva Mathur
Diksha Yadav
Samiksha Jain
Sumeet Bhatere
 5 Cs
Company Customer Competition

● The Olympic games first ● IOC affiliates, International & ● Were

held in 1896 in Athens, domestic sponsors competing
Greece ● 205 National Olympic against Paris,
● London Organizing Committees & International Moscow, New
Committee of the Olympic Federations York and
Games governed by ● Citizens of UK
Madrid
International Olympic ● Londoners living outside UK
Committee ● Europeans and general public
● Include 200 nations
competing in as many as 28
sports over 17 days
5 Cs
Collaborators Context

● TV channel broadcasters
● International & Domestic
sponsors
● Licensed merchandise
sellers
● International Olympic
Committee
● Volunteers
● The 60 million people living
in Britain
● Political: Governments may face short term deficits due to
expenditure on the infrastructure for Olympics
● Economic: Employment rate will be increased due to more
availability of work and government spending. Tourism will
also increase and improve GDP
● Social: May cause unrest in London due to influx in of tourists
● Technological: Dependence on technology will increase as
they will be selling tickets online worldwide
● Environmental: LOCOG needs to plan for waste management
and recycling policies and impose fines on causing pollution
● Legal: Safety and security of foreign citizens as well as
terrorism will be on high alert
 How to optimize the pricing
structure of the tickets for The
London Olympics 2012 that will

Problem Statement
maximize the revenues without
compromising on the attendance
of all events.
Alternatives
Alternative 1 Alternative 2 Alternative
Alternative2 3

Divide pricing in two · Adopt 85/15 standard Divide on the basis of

ways- promotion
● Adopt easy sell strategy
● Set affordable pricing ● Consider 15% no show
(indirect promotion) for
range to sustain a and overprice tickets by
popular sports and target
sales forecast of 80- 15%
a revenue of 40 %
85% of the tickets
through it
● Offer pricing bundle
● Adopt hard sell strategy
for the remaining
for all the other sports
 ● 80-85% of tickets will be sold
● Supports “Everyone’s games” as
offers affordable pricing
● Offering price bundling will
Evaluation of ensure push to audience for
sports which are not much
alternatives ●
sought after
Tickets will be sold but bringing
audience to see the match will
Divide pricing in two ways again be challenge
● Does not take into account
demand for special sports which
have high demand
 ● All tickets will have uniform
pricing which will be 15% higher
than expectation
● Meets revenue target
● No tier for a particular sport will
Evaluation of result in conflict of expectation
by upper class
alternatives ● Does not take into account
demand for special sports which
have high demand, cultural
Adopt 85/15 standard preference and other factors
which affect ticket sales
● Losing upon consumer surplus
 ● Capitalize upon sports which are
easy sell
● 40% of revenue target will be
easily met without much efforts
● Tickets for sports which are less

Evaluation of popular becomes more difficult

to sell

alternatives ● Does not ensure that audience

will come to watch
● Can be seen as a disrespect of
Divide on the basis of promotion
one sport over other
● No clear distinction on which
sports are more preferred over
which sports
 ● We would recommend bundling

Recommendations
strategy as its more fair and
would be accessible to all
segments.
Thank you