Submitted by: Group 5

Aanchal
Atul
Deepshikha
Nikhil
Tanya
Vartika
London Olympics 2012
London hosted olympics for
the third time to host in
2012 after hosting in 1908
and 1948
The two responsible groups
were
•London OCOG
•Olympic Delivery Authority
Over 12000 athletes to
Scheduled to run from July
compete across 26 sports in
27 to August 12
300 events
The Key attraction was the
The total projected budget
“Olympic Part” - in East
was $15 Billion
London
2012 games was projected
as “ Everybody’s Games”
 Critical Elements
 Location and Venue:
 Main attraction was the Olympic park to be developed in 500 Acres of land
in East London
 Converting Olympic village into 3600 units of affordable housing
 Existing location such as Earl’s court, ExCel London, Hyde Park etc.
 Transportation:
 Existing transportation to and from East London was expanded and a 12-
car Subway shuttle, called “Olympic Javelin” that would transport upto
240,000 passenger per hour
 Atmosphere:
 LOCOG wanted 2012 games legacy to be “one of inclusiveness”
 To be Everybody’s Game by being most accessible and participative game
ever
 Free open air festivals in and around London and placing large TV screens
throughout UK
 Problem Statement

How to maximise ticket sale revenue while targeting the title of

“Everyone’s Games”
Key Facts
 Game was scheduled for 17 days duration during summers of 2012
 7.9 million tickets up for sale
 Spectators: Average day- 500,000; Busy day- 800,000
 Expected ticket revenue: 650 million dollars

Process of sale
● Late 2010: Affiliates and federations state demand
● Spring 2011: General public states its demand
● Summer 2011: All above requests are processed
● Late 2011 and 2012: All tickets available for direct sale
● Unsold tickets are available at box offices
● Undersubscription fulfils demand and oversubscription leads to lottery
Criterions to be fulfilled:

Factor 2: Factor 3:
Factor 1:
Maximising Filling of the seats
Maximisation of the
attendance across with knowledgeable
revenues
venues for events spectators

Factor 4:
Ensuring tickets for
Average income
londoner
Classes of events

Big Four: Swimming,

Gymnastics,
athletics and
ceremonies, 40%
revenue expectation

Football: 10 %
Other sports revenue
expectation
Factors effecting Pricing decision

Culture and
atmosphere of Recent global
Internet ticketing
city: Effects financial crisis
accessibility