Inscrit le: 21 Sep 2003
Pays, Ville: Paris, France - Tokyo, Japan
|Posté le: 28 Aoû 2004 17:53 Sujet du message: JO: Marketing des médaillés au Japon par les grandes firmes de sport
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|JO: Marketing des médaillés au Japon par les grandes firmes de sport
Article vu sur Asahi.com :
Les grandes firmes de sport come MIZUNO organisent des animations où les médaillés japonais des JO d'Athènes sont invités et signent des autographes.
Ce genre d'opération marketing permettent de faire la publicité de ces grandes firmes en associant leur marque aux récents succès des sportifs japonais fortement médiatisés au Japon, et semblent ainsi se multiplier lors des grandes manifestations sportives et gagnent donc même lors des Jeux Olympique.
Par exemple l'équipe de judo japonaise (qui a remporté 10 médailles dont 8 d'or sur maximum de 14 catégories), de même que Mizuki Noguchi médaille d'or du marathon féminin et Koji Murofushi, médaille d'argent au lancer de marteau ont participé à ces événement marketing.
L'article en anglais :
ATHENS 2004: Japanese sports firms go for marketing gold in Athens
By TARO KARASAKI: Staff Writer
ATHENS--Seven-year-old Kaoruko Miki got the biggest thrill of her summer vacation when hammer thrower Koji Murofushi, winner of the silver medal, gave her his autograph.
``I never dreamed of meeting him,'' said Kaoruko. ``He was so big. Bigger than what he looked like on television. He was very kind.''
Miki and several other Japanese children got a chance to meet the Japanese athlete at the open-air Mizuno Cafe in the city's Plaka district the day after he won his medal.
``We like to think of this as a form of contributing to society, to let people experience the excitement of sports,'' said Makoto Takahashi, a spokesman for sportswear and equipment maker Mizuno Corp.
``Through events like this we hope people will recognize Mizuno's involvement in the Olympics,'' he said, proudly pointing to replicas of the special jersey worn by Murofushi on display inside the cafe.
Mizuno rented space in the popular Cafe Central, located in one of Athens' main shopping districts, and turned it into a showroom-cum-clubhouse, not only for athletes and team officials but fans like young Kaoruko as well. In previous days, marathon gold medalist Mizuki Noguchi and the Japanese judo team were honored guests at the club.
The cafe is just one of several facilities set up by Japanese sportswear and equipment makers.
Because companies other than official sponsors cannot market or advertise their products around the event venues, the converted cafes serve as a crucial outlet for disseminating product information and possibly gaining new clients or even overseas markets.
The right to use the Olympic logo or mention the Athens Olympics in advertising is restricted to the 11 official Olympic Partner companies. And organizers of recent Olympics have kept a close eye on ``ambush'' marketing-non-partner companies trying to advertise or sell their products in or around Olympic venues. By setting up their own facilities, companies are able to get around the restrictions.
``To sports manufacturers, the Olympics provide a chance to show our products to the world once every four years,'' Takahashi said, stressing that visitors can actually see and touch the latest training wear and equipment.
Takahashi said that Mizuno has spent about 3 billion yen in the four years since Sydney on product development, marketing and setting up the showroom for these Olympics.
A shrinking domestic market due to the aging population is one of the big factors behind the aggressive advertising.
Mizuno had total sales of 120.9 billion yen in fiscal 2003, down from 122.8 billion in fiscal 2002.
``It is a big investment,'' acknowledges Takahashi, ``but we believe that having people see and handle our products has a bigger impact than putting up big billboards.''
In an effort to beautify the cityscape, Greek authorities put a restriction on large billboards ahead of the Olympics. Meanwhile, the Athens Olympic Games organizing committee has been commissioned to manage billboard space, and as a result, advertisements for such official sponsors as Coca-Cola and Adidas have occupied much of the available advertising space.
Other manufacturers have also taken unique approaches to win attention.
``We wanted to create an ambience that reflects our new image while conveying our commitment to finesse and precision in our sports shoes and sportswear,'' said Masao Hijikata, general manager of promotion at sportswear and shoe manufacturer Asics Corp. Hijikata was sitting in the ``relaxation room'' of the Asics Lounge, located across the street from the Athens Olympic Sports Complex and Main Press Center.
As team officials chat about the performances of their players with journalists over icy frappes, athletes check their e-mail on free-use laptops, or inhale lemon-scented pure oxygen while watching Euro Sport live coverage of the day's events. The atmosphere is more like a savvy club in Tokyo's Azabu district than a showroom.
``We've never done anything like this before,'' Hijikata said, adding that a German industrial designer was hired to design the clubhouse, set up on the terrace of a restaurant.
For Asics, the facility serves as a key strategic point during these Olympics for promoting its products to not only Olympic teams and athletes, but also to expand sales in the European market.
Last week, the company invited athletes, including Portuguese marathon runner Rosa Mota, to a gala attended by media officials.
``By holding events like these, in our own facility, we can project our image without limitations,'' said another Asics official.
Others are faced with the task of creating a market in the run-up to the 2008 Games.
SSK Corp., a leading manufacturer of baseball wear and equipment, has been trying to excite interest among non-baseball countries, particularly Asian countries, ahead of the Beijing Games.
``As the population declines, we have to look outward to cultivate new markets,'' said Yoshihiro Enju, manager of advanced marketing research systems at SSK Corp. ``We are particularly keen on the Chinese market.''
SSK set up a showroom in the lobby of the Byron Hotel, a small inn at the foot of the Acropolis. Inside, the officials show off SSK uniforms. SSK, which has a contract with the International Baseball Federation to supply umpires' gear, has been dispatching maintenance staff to baseball venues since the Barcelona Olympics. But this is the first time SSK has set up any kind of outlet during an Olympic Games.
Enju said his showroom has proven fruitful, as the company had already received offers for possible contracts from individuals and teams.
``We've had many people say they want to purchase jerseys and bats,'' Enju said. ``The response was unexpectedly good.''(IHT/Asahi: August 28,2004) (08/2
Source : Asahi
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