Paris 2012

Résumé du document

Marketing is often referred to as a set of techniques by which a company makes consumers buy its products. However, marketing can also be seen as a wider activity, that includes selling ideas and services, that do not only fulfill individual needs but also organizational objectives. Paris, as a candidate city to host the Olympic Games in 2012, is an example. For instance, Paris 2012 marketing objectives are to obtain public support by having the French people and the journalists share their enthusiasm, and eventually to convince the International Olympic Committee (IOC) to entrust the 2012 Games to their capital.Of course, the IOC members make the final choice, but a strong popular adhesion could make a real difference.

Extraits

[...] At the light of what has been said so far, and other information concerning Paris as well as its competitors, what elements was Paris 2012 able to show as specific advantages to the IOC? o Internal and external analysis Paris bid had many intrinsic qualities that could be emphasized to the IOC, and not so many weak aspects, for it had learned from the failure of the Paris 2008 bid. First, the French capital could stress its guenine Olympist tradition, for Pierre de Coubertin was a Frenchman, and that the second Olympic Games of modern history were held in Paris, after being resurrected in Athens. [...]

[...] All the key members of the government, the President Chirac, the Prime ministers Raffarin and Villepin, the Minister of Sport Lamour strongly supported Delanoë in its bid, while the government engaged more money than Paris itself in the budget planned for the Games vs Not only did he reach a political consensus on its bid, Delanoë also managed to involve twenty of the biggest French firms, such as Airbus, EDF, Lagardère, France Telecom, LVMH, Publicis or RATP. Those firms joined the Club des Entreprises Paris 2012, lead by Arnaud Lagardère himself, who took very much interest in the project. [...]

[...] Each of them, at their scale of course, also made their adress book available to the bid, by spreading it by word of mouth. Some managers, such as Arnaud Lagardère went to Singapore in the days before the IOC vote, to lobby in favour of the Paris 2012 bid. The three public Institutions (the city, the region and the government) and the private firms quoted below were all merged into a syndicate created on that occasion, called groupement d'intérêt public, whose chairman was Delanoë. [...]

[...] It can also be an internal strategy, to convince its own people, including by fighting opponents to the Games. For instance, Delanoë once reacted to an opinion column published in a national newspaper, which accused the Games of being a huge waste of money that could be better spent to help the poorer. The Mayor argued that the Games would be “popular, integrative and environmental”. There are many other examples of such lobbying inside the country. Another way of lobbying, even more secret than the other two, is to help the ennemies of your ennemies. [...]

[...] It can basically be summed up as a logo (multi- colored Paris 2012 candidate city) and an enthusiastic motto : l'amour des Jeux. Put together, they form the following logo : These elements were targetted towards both the public and the IOC : “l'amour des Jeux” was presented to the IOC commission as a reflection of the guenine love of the French people for the Olympics, and in the same time it was meant to persuade the people that it was attached to the Games. [...]