Analysis by Jacob Porter in SRM 334 (section 1)
For our article discussion we decided to use an article that discussed American advertising and marketing during the 2014 Winter Olympic games. This article discussed how certain advertising campaigns boosted recognition of companies in terms of buzz, word of mouth, and purchase consideration. These numbers are based off of a study conducted by YouGov brand index in which they sampled about 4,300 consumers daily to find out how the general population felt about marketing during the Olympics. Through this study it was learned that Chobani differentiated their product very effectively throughout the games. This is in large due to their pro-gay oriented advertisements. Russia has a ban on distributing same-sex propaganda to youth which caused an outrage especially among gay activists here in America. Chobani and other companies like Chevrolet took advantage of this and produced pro-gay advertisements that were very popular especially among the LGBT community. According to the article lesbian and gay purchase consideration for Chevrolet skyrocketed in the past month.
From a marketing standpoint companies such as Chobani and Chevrolet did excellent and were very wise with their marketing plan. They saw an opportunity which was the outrage of American citizens over Russia’s anti-gay laws and decided to take advantage of it. I think that this kind of marketing is a risk because there are still a fair amount of people in America that oppose homosexual marriage, but these companies took a risk and it paid off big for them.
This article relates to a lot of things we have discussed in this class. One of the things we have discussed in sales is to “know the market/customer”. Clearly these marketing campaigns were not just thrown together a week before the Olympics, but there was probably extensive market tests and data collection. Companies like Chevy and Chobani found out that there was a big market that would respond positively to a pro-gay advertisement. It definitely payed off as it raised awareness, buzz, and product consideration for both companies.
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Analysis by Shanik Murthy in SRM 333 (section 1)
This article focused on the brands that were associated with the 2014 Sochi Winter Olympics and how their popularity was affected due to Russia’s Anti-Gay laws. Some brands were official sponsors of the event while others were not. Chevrolet, even though it wasn’t an official sponsor, saw its brand consumer consideration rise substantially after it’s commercial depicting same-sex marriage was aired. Chobani yogurt had the overall biggest increase in various categories derived from the YouGov Brand Index statistical calculations. The companies that sponsored the events were taking a big risk in regards to its gay and lesbian consumers because of Russia’s Anti-gay laws. By sponsoring the events, gay and lesbian consumers would infer that those companies were supporting Russia in its views on same-sex marriage and Anti-gay laws. However it turned out that the gay and lesbians positive perception of the companies that sponsored the event actually increased overall. Even though these companies were taking a big risk by associating themselves with the Sochi Olympics, I believe it was a smart marketing tactic nonetheless. Due to the overall popularity of the Olympics, companies were able to showcase themselves on a world stage, which is a rare occurrence that only happens every few years. This article has a direct correlation with this course because it showed what marketing principles and tactics big companies used to attract consumers on the world’s biggest stage, even in an adverse environment such as Russia in it’s current state. This article also showcased the consumer behavior towards these brands and how each brand was affected by the consumer’s perception of them. Finally, because the Winter Olympics is a worldwide sporting event, the brands that affiliate themselves with such an event have to display their top marketing skills to relate and portray their brand to all types of consumers on the biggest stage in the world.
From a marketing standpoint companies such as Chobani and Chevrolet did excellent and were very wise with their marketing plan. They saw an opportunity which was the outrage of American citizens over Russia’s anti-gay laws and decided to take advantage of it. I think that this kind of marketing is a risk because there are still a fair amount of people in America that oppose homosexual marriage, but these companies took a risk and it paid off big for them.
This article relates to a lot of things we have discussed in this class. One of the things we have discussed in sales is to “know the market/customer”. Clearly these marketing campaigns were not just thrown together a week before the Olympics, but there was probably extensive market tests and data collection. Companies like Chevy and Chobani found out that there was a big market that would respond positively to a pro-gay advertisement. It definitely payed off as it raised awareness, buzz, and product consideration for both companies.
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Analysis by Shanik Murthy in SRM 333 (section 1)
This article focused on the brands that were associated with the 2014 Sochi Winter Olympics and how their popularity was affected due to Russia’s Anti-Gay laws. Some brands were official sponsors of the event while others were not. Chevrolet, even though it wasn’t an official sponsor, saw its brand consumer consideration rise substantially after it’s commercial depicting same-sex marriage was aired. Chobani yogurt had the overall biggest increase in various categories derived from the YouGov Brand Index statistical calculations. The companies that sponsored the events were taking a big risk in regards to its gay and lesbian consumers because of Russia’s Anti-gay laws. By sponsoring the events, gay and lesbian consumers would infer that those companies were supporting Russia in its views on same-sex marriage and Anti-gay laws. However it turned out that the gay and lesbians positive perception of the companies that sponsored the event actually increased overall. Even though these companies were taking a big risk by associating themselves with the Sochi Olympics, I believe it was a smart marketing tactic nonetheless. Due to the overall popularity of the Olympics, companies were able to showcase themselves on a world stage, which is a rare occurrence that only happens every few years. This article has a direct correlation with this course because it showed what marketing principles and tactics big companies used to attract consumers on the world’s biggest stage, even in an adverse environment such as Russia in it’s current state. This article also showcased the consumer behavior towards these brands and how each brand was affected by the consumer’s perception of them. Finally, because the Winter Olympics is a worldwide sporting event, the brands that affiliate themselves with such an event have to display their top marketing skills to relate and portray their brand to all types of consumers on the biggest stage in the world.
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