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Fight The Olympic Marketing Counterattack

2008/8/9 14:35:00 33

As soon as the Beijing Olympic Games are about to begin, the Olympic marketing war between the major enterprises has reached a climax. While other enterprises excluded from the Olympic thresholds are also marketing and marketing with various marketing strategies slogans, the purpose is to share or seize the Olympic marketing resources.

This strategy of edge ball makes the Olympic Games partners, sponsors and suppliers headache. On the one hand, it not only weakens the Olympic rights of enterprises, but also causes some harm to enterprises.

Facing the aggressive marketing campaign of the Olympic Games, how should enterprises cope with it?

For enterprises with Olympic resources, on the one hand, it is necessary to use the Olympic platform to carry out the systematic Olympic Games. On the other hand, we should also guard against the weakening of the resources and rights of the Olympic Games by the competitors' edge ball tactics, and guard against the serious injuries brought by the hostile competition.

Since malicious competition is unavoidable, enterprises must have a thorough understanding of their competitors' malicious competition in the course of operation, make timely preparations, formulate strategies to cope with them, and try every means to prevent and reduce the harm caused by their hostile competition.

In order to deal with the hostile competition of competitors, enterprises can take the following three ways:

Collect competitive intelligence and monitor competitors' actions.

In the rapidly changing information age, competitive intelligence has increasingly shown its important role: what competitors do, how to do and when to do so, and how big the impact and influence of competitors' market strategy will be on themselves. This important problem can be concluded by the collection and analysis of competitive intelligence.

Timely and effective collection of competitive intelligence and analysis of every step of the competitor's actions can enable enterprises to have a good command of the entire market operation and formulate strategies in advance so as to effectively avoid competitors' sudden malicious competition and bring losses to themselves.

Speed wins, systematic communication does not allow opponents to take advantage of.

Speed has become a strong competitive advantage.

Olympic marketing war is also a battle to test the ability of enterprises to respond.

As the owners of Olympic resources, enterprises can reduce the chance of being attacked by their rivals. We should fully consider how to timely release Olympic information and promote the seamless connection between enterprises, so as not to allow competitors to have loopholes.

In addition, in the Olympic propaganda war, if the enterprises consider more comprehensively in the Olympic Games promotion, from the integration of enterprises, brands, products, terminals and channels, and form a rigorous three-dimensional propaganda posture, the competitors will have a higher market awareness threshold and pmission costs.

Multi pronged approach, to give the opponent a sense of deterrence.

Although the OCOG has a clear stipulation that the penalty tactics will be punished accordingly, due to the oversize of the Chinese market, the unitary body of the OCOG is not able to cover such a wide range to monitor the marketing and promotion of all enterprises.

Therefore, for enterprises with Olympic resources, the vicious competition against their opponents must be managed in a variety of ways. Laws, public relations, public opinion guidance and terminal counterattack can be considered.

If an enterprise can set up a special Olympic marketing counterattack department, once it finds out that competitors have some actions, on the one hand, it can seek the possibility of sanctions from the law; on the other hand, it will attack the media by giving pressure to the other side; secondly, it will increase the coping strategy of the terminal and resolve the offensive action on the hand.