ASSIGNMENT

OF

PROJECT MANAGEMENT

ON
BEIJING OLYMPICS-

-A Complete report

Submitted to :- Submitted by :-

Miss Prianka Chibar sachin kumar bassi

Lecturer(LIM) 614240830

B B A (Vth)
 Beijing Olympic construction projects in significant progress (1)

(BEIJING, Sept. 17) -- The steel substructure of the National Stadium, the main stadium
for the 2008 Olympic Games, was uninstalled on schedule today.

Early this afternoon, the Beijing 2008 Project Construction Headquarters Office hosted a
press conference in the Beijing Olympic Media Center. After the press conference, the
international and domestic media was invited to visit the magnificent construction site of
the National Stadium.

It was announced that at this point, constructions are in significant progress for 26 of the
31 Olympic competition venues, and 5 other related projects are also under construction.
All of the above-mentioned projects are well underway, and the main structure of the
Olympic Village as well as the main structures of most new venues is expected to be
completed by the end of 2006.

Beijing 2008 Olympic Marketing Plan Overview

On July 13, 2001, China's capital was awarded in Moscow the right to host the 2008
Olympic Games. People will remember this historic moment and a new page will be
written in the Olympic history.

The celebration extended to all the Chinese who live abroad, uniting them with their
homeland Through the Games, China and the world will be bound closer together
than ever.

Looking ahead to 2008, it is clear that the opportunities are vast. In staging a most
memorable Games in history, the Beijing Organizing Committee (BOCOG) will
provide its corporate partners with an opportunity to invite the world in and
introduce China to the world.

A poll conducted by the Beijing 2008 Olympic Games Bid Committee showed that
94.6% of the Chinese people supported the bid. This huge good will and enthusiastic
support of the Games will translate into exceptionally high levels of recognition and
support across the country for those companies who sponsor the Games.

For international entities looking to expand into the thriving Chinese market place, a
partnership with the 2008 Olympic Games will deliver a powerful business
opportunity for growth, and product/service showcasing while serving to strengthen
and build ties of friendship throughout China.

For Chinese firms, the Olympic Games provide an honorable opportunity to enhance
their image and demonstrate their strengths in key technologies, products and
services while gaining recognition for their commitment to China's national quest for
professional excellence in all realms of business.

The journey begins here. It is a journey toward unbounded opportunities, toward the
most dynamic economy and most promising marketplace in the world.

Section 1 Beijing 2008 Olympic Games Sponsorship Programme

The Sponsorship Programme developed for the 2008 Olympic Games is the most
comprehensive sponsorship package ever created in association with the Games. It
provides an all-encompassing, five-year calendar of events and opportunities. It is
designed to consolidate, enhance and protect the rights, benefits and privileges of the
sponsoring corporations, which secure marketing rights to the 2008 Olympic Games,
the Chinese Olympic Committee and the Chinese Olympic Teams.

I.Mission

The Beijing 2008 Olympic Games Sponsorship Programme shall abide by the
Olympic Charter and adhere to the Olympic Ideals and the three concepts of 'Green
Olympic Games, High-tech Olympic Games and People's Olympic Games';assist in
the promotion of the Olympic Movement, the promotion of the Olympic image and
brand awareness of the Beijing Games and COC in and outside China;ensure
financial sufficiency and stability, and reliable technical and service support for the
staging and operation of the Beijing 2008 Olympic Games; provide a unique
Olympic marketing platform for both Chinese and foreign enterprises and encourage
the broad participation of Chinese business entities to enhance their corporate image
and brand awareness through their Olympic association, and provide quality services
to sponsors and maximize the return on their investments while helping them forge
long-term partnerships with the Olympic Movement in China.

II.Sponsorship tiers

Sponsorship of the Beijing 2008 Olympic Games will be developed on both the
international and national levels. The TOP VI Programme supports the Olympic
Movement internationally, including the Beijing Games, while the Beijing 2008
Sponsorship Programme supports the Olympic Games at the national level within the
host country.The Beijing 2008 Sponsorship Programme consists of three tiers of
support:

Beijing 2008 Partner

Beijing 2008 Sponsor

Beijing 2008 Supplier( Exclusive/ co-exclusive)

For each tier, there is a price benchmark. Possible price variations will be allowed to
reflect specific industry conditions and competition and specific benchmark prices
will be detailed further during the sales process with all interested entities.

Olympic sponsors at all levels of the BOCOG programme will help to promote
Olympism throughout China and make significant contributions of technology,
products and services to support the operations of the Beijing Organising Committee
and the staging of Beijing 2008, the COC and the Chinese Olympic Team. The level
of support will determine the extent of the marketing rights granted to each
corporation. These rights will be exclusive marketing rights within each cateogry
within the host country.

III. Rights and Benefits

Sponsors provide direct and significant support to BOCOG, the COC and the
Chinese Olympic Team in the form of cash and/or value-in-kind. In return, sponsors
will enjoy the corresponding rights and benefits designed by BOCOG and listed
below.

Ø Use of BOCOG and/or COC marks, designations for the purposes of advertising
and market promotions

Ø Product/service exclusivity in specific categories

Ø Hospitality opportunities at the Olympic Games, including: accommodation,

accreditation, tickets for opening and closing ceremonies and competition events,
sponsor hospitality village, etc.

Ø Preferred option to purchase TV ad space and billboards during the Games period

Ø Preferred option to purchase sponsoring opportunities of cultural programs and

signature events such as the Torch Relay

Ø Participation in sponsor workshops and observations organized by BOCOG

Ø BOCOG sponsor recognition program and acknowledgements

Ø Protection of sponsorship rights via the anti-ambush marketing program of

BOCOG
The rights and benefits are differentiated between each tier in proportion to the
specific contributions made by the partners, sponsors and suppliers to the Beijing
2008 Games.

IV. Sales Process

(I) Sales approaches

In the spirit of openness, transparency and fairness, different sales approaches will be
implemented to address the specific market conditions in all categories:

Ø Open Sales: Notice of sales will be made public and request for proposals will be
issued.

Ø Selective Sales: Invitations will be sent out to a shortlist of companies capable of

satisfying specific technical requirements needed to ensure the success of the Games.

Ø Individual Sales: Face-to-face negotiations will be conducted with companies in a

given product category able to satisfy technical requirements for the Games.

(II) Sales Steps

In a broad line, the following steps will be taken:

a) BOCOG calls for interest or issues request for proposals

b) Interested companies submit an expression of interest

c) BOCOG Evaluation Group exams credentials of interested companies

d) BOCOG sales team discusses with qualified companies for proposals and offers

e) Companies submit official sponsorship proposals/offers

f) BOCOG Evaluation Group proposes sponsor-candidates

g) BOCOG determines sponsoring companies with approval of the IOC

The number of steps specifically taken in real sales process may be added or reduced
subject to necessity.

(III) Timeline of Sales

In view of the differences in the value of contributions by each tier of sponsorship, a

timeline of the sales process will be developed to prioritize sales to the largest group
of contributors first, beginning with BOCOG's potential National Partners. The
process may produce overlapping sales activities as the market and contract
negotiations evolve.

Partner 4rd quarter 2003 - 4th quarter 2004

Sponsor 2nd quarter 2004 - 2nd quarter 2005

Exclusive Supplier/Supplier 4th quarter 2004 - 2nd quarter 2007

V. Evaluation and Measurement Criteria

Generally speaking, the following criteria will be applied in the process of selecting
sponsors:

Ø Corporate strength and accountability. Companies must be prestigious Chinese

or international enterprises, enjoying market leadership, boasting good growth
prospects, financial strength and health, and the ability to generate adequate cash
flow in order to meet the sponsorship investment requirements.

Ø Quality and reliability of product/service. Companies should be able to supply

sufficient top-notch and reliable products/technology/service as required to ensure
the sound operation of the Games.

Ø Financial pledge/investment. Companies should make competitive financial

offers, which is one of the key criterion for selecting sponsors

Ø Brand alignment. Companies must possess a good reputation and social image,
identify with and boost the Ideals of the Olympic Movement and the concepts of the
Beijing Olympic Games. In addition, their products should be environment-friendly.

Ø Marketing activation. Companies should invest an adequate amount of financial

and other resources in their promotions, advertising and general activation efforts in
order to fully leverage the Olympic marketing platform and thereby assist in
promoting and propagating the Olympic Ideals and Beijing Games.

Section 2 Beijing 2008 Olympic Games Licensing Programme

I. The Olympic Games Licensing Programme

An Olympic Games License is an agreement that grants the rights to use Olympic
marks on products for retail sale. In return, licensees pay royalties for the rights,
which go directly toward funding the Olympic Games.

The program aims at promoting the Olympic Ideals and the Olympic Brand,
providing quality consumer touch points for the inspiration of the Games. It thus
consists of the manufacturing of souvenir products that are usually of a festive and
commemorative nature, such as pins, T-shirts, baseball caps and the like. Building on
each Games' experience, the programme has evolved into an integrated design
approach. It has adopted a comprehensive and cohesive merchandise range using
quality products that enhance the overall presentation of the Games.

Olympic licensing provides companies in the host country with a great business
opportunity to produce and sell potentially large quantities of Olympic goods,
 through which, the licensees may have the opportunities to:

i. Gain considerable profit through producing or selling of the licensed products

ii. Enhance brand image and increase market share and sales

iii. Develop new merchandise and product lines and expand into new markets

iv. Develop direct and close contacts with consumers and achieve brand loyalty
among them

Beijing organizer sees 2008 Games breaking even

BEIJING - Organizers aren't counting on the Beijing Olympics to turn a big profit. "My
sense is that the games will break even, but we're unlikely to make a lot of money," Tu
Mingde, the Chinese Olympic Committee vice president, told The Associated Press on
Sunday.

"It's like having people over to dinner. The food may be not so
expensive, but you need to select the right furniture, carpets, and
so on." Tu, who is attending the congress' annual legislative
session, said organizers are avoiding waste but will spend what is
necessary for a first-rate Olympics. He added that the 2008
Games won't compete for funding with the government's goal of
aiding the rural poor. Earlier, a member of the legislature, the National People's
Congress, urged that Olympic spending take into account the country's widespread rural
poverty. "We cannot afford an extravagant event," delegate Zhang Guiyi was quoted as
saying on Friday. In a report Sunday to the congress, Premier Wen Jiabao said Beijing
will spend an extra $5.2 billion on schools, hospitals, crop subsidies and other programs
to help the poor countryside, home to 800 million people, and others left behind by
China's economic boom.
China is also spending lavishly on Olympic preparations, although Tu pointed out that
much is going toward new subways and other infrastructure improvements that will
benefit Beijing long after the games. About $2.4 billion is going toward construction of
Olympic venues alone and another $35 billion to $40 billion on urban renewal. Projects
range from new power, water and sewage treatment plants to the world's largest airport
terminal. Tu said sentiments such as those Zhang expressed showed Olympic organizers
needed to do a better job of conveying the message that sponsors will pick up much of
the tab for the games. "People have the impression that the government will provide all
the money, and that's just not true," he said. Tu said organizers are considering post-
Olympic uses for facilities, taking into account problems confronted by previous hosts.
Tu said ideas included turning some venues into exhibition halls, offices or spaces for
VIP hospitality venues. Tu also dismissed accusations that organizers shifted the 2008
equestrian events to Hong Kong for political reasons, saying concern over animal
diseases in the Beijing area was the sole reason. Equestrian officials objected for fear of
being left out of the Olympic spotlight. "Politics had nothing to do with it," Tu said. "We
tried our best to have them in Beijing, but it simply wasn't possible given the chance of
disease." "Besides," he added, "a few horses alone can't placate the Hong Kong people."

US$60m invested for rural waste treatment

Beijing, host city of the 2008 Summer Olympic Games, is to input 480 million yuan (60
million US dollars) in the coming three years on waste treatment in its suburbsThough
Beijing has rid its city proper of garbage heaps and promoted pollution-free means of
waste disposal, improper garbage collection and disposal is still plaguing the suburban
districts and counties out of the Sixth Ring Road, said Liang Guangsheng, deputy-
director of the Beijing Municipal Administrative Committee. According to a recent
survey conducted by Liang's organization,Beijing's rural areas produce at least 3,000 tons
of household garbage a day, less than 10 percent of which was disposed of in
anenvironment-friendly way. In a bird's-eye survey, Beijing Geological Survey Institute
hasfound about 490 heaps, or 10 million cubic meters, of garbage, mostly on the city's
outskirts. In a blueprint on household garbage treatment, the municipal government has
said the city will promote environment-friendly means of waste treatment to areas beyond
the Sixth Ring by 2008 and further into the mountainous areas by 2010. The government
is mulling increasing subsidies to the rural districts and counties to foster their waste
treatment projects.

By the end of 2004, the city had spent at least 150 million yuan (some 18.5 million US
dollars)building rural environment and public hygiene facilities, including 2,000 waste
collection and treatment centers.More than 30 enterprises, half from abroad, met to
discuss clean technology, renewable and recyclable materials and the huge market
sparked by the 2008 Olympic Games in Beijing. Companies present included BASF,
NatureWorks, Unitika, Mitsubishi Chemical and Mitsui Chemical. Co-organized by the
Science and Technology Committee for the 29th Olympic Games and the 2008 Project
Office, the Exhibition on Green Materials & Green Olympics is the first of its kind in
China. "The exhibition is a platform for exchange between green materials researchers
and merchants working on projects for the Games," said Fan Boyuan, deputy mayor of
Beijing. Bidding for the Games' major projects has been completed, and it is now time to
purchase materials, facilities and technology, Fan said. The main buildings, temporary
facilities, sites and affiliated services are all required to use green materials, one of
Beijing's commitments to the Games, he added. "We are all very excited about the chosen
theme of green materials... It is our hope that green materials and processes will be
adopted as fully as possible at the coming Games," said Peter Clydesdale, commercial
director of the Cargill Asia Pacific Holdings Pte Ltd.

Dirk Starke, a marketing and sales manager from Germany-based BASF, a chemical
company, is working with its business partner in China, Tian'an Biologics, to promote
biodegradable polymers

Inflation Shadow on Beijing Olympics?

The Beijing Olympics is carrying a price tag of $43 billion, dwarfing the $15 billion
splashed out by the Athens in 2004.From the past 9 months, the whole world is suffering
with the under-estimated breach of Inflation growth rate. China is not an exemption from
this phenomenonEven counting the Inflation, how is it possible that the Expenditure is
more than 3 times? Let us watch the reports from Beijing:Beijing Olympics Games
organisers say they will not be extravagant in spending and will maintain a balance
between income and expenditure.
"We will ensure the balance between income and expenditure for the Games and strive to
make income slightly more than expenditure," said Shen Yuyun, deputy director of
Finance Department of the BOCOG, at a press conference in the Main Press Centre on
last week.The Chinesgovernment will strictly control the location and content of ads
placed during theGames, to protect both the image it wants to present to the watching
world and the interests ofthe official sponsors. However, there will still be plenty of
scope for advertisers to tap into the popularity of the Games.Liu Zhi, spokesman for the
Beijing Olympics, briefed journalists on the investment in building sports venues.
The investment in building competing venues is expected to be no more than 13 billion
yuan, 50 percent of which comes from central and local financial coffers, while other 50
percent from social donations.
"The money was used for building 12 new venues and eight temporary venues, upgrading
11 venues and building 45 independent training venues. Six affiliated facilities, such as
the Olympic village, media villages, National Convention Center, Multi-purpose TV
tower, Olympic park and the Digital Beijing Building were self-financed by enterprises
which will decide how to use them after the Games," said Liu.

Beijing Olympics attracts record 4.7 billion TV viewers

SHANGHAI - The Beijing Olympics, which ended two weeks ago, attracted about 4.7
billion TV viewers worldwide - a new record for an Olympics, the market research firm
Nielsen said.

The figure, based on data from 37 viewing markets from August 8-24, surpassed the 3.9
billion who watched the 2004 Athens Games and the 3.6 billion of the 2000 Sydney
Games, Nielsen said.
About 94 percent of China's 1.3 billion people watched the Games, the same ratio as in
the nearby Republic of Korea. Mexico came next, with a viewing ratio of 93 per cent.

In a report on August 14, Nielsen estimated that almost one-third of the world's
population, or about 2 billion people, watched the dazzling opening ceremony on August
8, led by film director Zhang Yimou.Ma Guoli, chief operations officer of Beijing
Olympics Dissemination Corporation Ltd., had predicted 4 billion viewers worldwide
before the Games actually opened.However, 4.4 billion had watched televised events in
just the first 10 days of the Games, Nielsen said.