Beijing Olympics Bring Success to Coca-Cola

At the 2008 Summer Olympic Games in Beijing, China, no marketing plan profited more than Coca-Cola.  Recently, a study was conducted to find data on certain marketing schemes from the Olympic Games.  Over 1,500 face to face interviews were conducted in 10 different cities in China.  Of those 1,500, 51.8% randomly mentioned Coca-Cola while being interviewed.  Each interviewee recalled and average of 2.3 Coke promotions as well.  In a little over a year the percentage of spontanious mentioning of Coke rose from 31.7% to 51.8%.  Coke was not the only company with successful marketing at the Olympics.  In the athletic apparel category, the Chinese Company Li-Ning passed Nike and Adidas in public awareness.  The awareness percentage was 8.4% prior to the Games and 19.1% after the Games.  Particular athletes also gained awareness in Beijing.  Olympic Diver Guo Jinling, Michael Phelps, and Kobe Bryant are among the leaders in Chinese awareness.

China is the most populous country in the world.  Companies that the Chinese are aware of have a much greater chance of success with so many people supporting their cause.  China has approximately 4 times as many people as the United States, making it critical for US companies to begin international trade with China.

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