FORE School Of management

Gaurav Kumar

Introduction

The modern Olympic Games were first run in 1896 in Athens, Greece The governing body of the Games is the International Olympic Committee ( IOC), a nonprofit organization based in Lausanne, Switzerland The 2012 Games are scheduled to run from July 27, 2012 till August 12, 2012. There would be 26 sports and 300 events, with 12,000 athletes from 205 countries

Ticketing
Ticketing

represents 20% 0f the revenue, but it often represents 80% of the Public Relations headaches The most important point is to maximize the revenues To maximize the attendance not only in the opening & closing ceremony & swimming finals but also in the matches which are not very popular To fill the tickets with the right audience Tickets had to be accessible not only to elite people but also to common people

Dynamic selling of tickets

If

demand is high raise the price for remaining tickets at the last moment Give tickets at free to Members of House Of Lords and House Of Commons. It will done in different way(target: to fill the strands) Like in a football match passes will be issued: 1st half,2nd half or Full Time. To make people come and remain glued: Focus camera on them, place giants screen, zoom mikes

Revenue

Anticipated Revenue (In million dollars)

700 ( 70% sales)

650 (80% sales)

101.5 1.6

600 (90% sales)

83.33 1.8

Selling Price (in dollars) 125 Online sales (units)

(25% of the total sales)

1.4

Direct Sales ( 90% of the 3.78

balance..app)

4.32 .48 6.4

4.86 .54 7.2

Purchase at box Total Sales (millions)

.42 5.6

Total cost & break even analysis

Avg Selling price 125 Total Sales Variable cost (Printing + Couriering) Overheads Cost (rent, electricity, water, personnel. 0.06*2) Advertising Cost 5.6 16.8 ($3*5.6 million) $0.12 101.5 6.4 19.2 ($3*6.4 Million) $0.12 83.33 7.2 21.6 ($3*7.2 million) $0.12 Break evenUnits (TFC/Contributio (Millions) n per unit) 100.12/ 118.031 100.12/ 93.964 $100 $100 $100 100.12/ 75.227 1.331 .848

1.065

Sales person and 3.78+.189 4.32+.216 4.86+.243 Incentives Total Cost 120.889 123.856 126.823

Quality

d o o G lo a V -o e u G d l a V e u tt a r tS S y g e t a r y g e

m e r P m u i t a r t S y g e

Lower Higher

n o c E y m o n o c E y m o tt a r tS S y g e t a r y g e

r e v O r a h c g n iO g r e v r a h c g n i g

tt a r tS S y g e t a r y g e

PRICE - QUALITY STRATEGIES

Higher

Price

Lower

As an ioc head
He would be more concerned about the sports and the impact of these games on the global level Would be concerned about the promotion of the different games globally Have very little to do with the profits and losses incurred during the games by England Will try to put a shiny picture of the games so that more and better bids could be attracted for the future Olympics

As an locog head
Would

be concerned about almost everything from Infra, security to accommodation etc Would not be directly involved in most of the activities but would be monitoring most of them Main concerns should be promotion of these games, good infra delivery throughout the games and maintaining a coordination between all the departments, providing a good spirited environment for the athletes as well as for the audience

As an head of ticketing
Mostly

concerned about the things related to ticketing process like pricing, proper distribution etc Would try to come out with a effective price balancing the profit and attendance of the audience Distribution is at most important as tickets should be easily and effectively available at the most of the places concerned

Thank You