The Coca-Cola Company and the London 2012 Olympics
The Coca-Cola Company is one of the biggest sponsors of the Olympic games. The London 2012 Olympics will be a great opportunity for Coca-Cola to increase its product demand. In order to achieve this, it is important to know who the spectators at the Olympics are and what their characteristics are. This report will create a demographic profile of the spectators and help in developing a product for Coca-Cola that will target one specific group.
2. Literature Review
There have been many studies on the demographics of Olympic spectators. A study by Pritchard and Wheatley (2010) found that the majority of spectators at the Beijing Olympics were male (61%), aged 18-34 (57%), and from an urban area (70%). They also found that most spectators were from China (78%), followed by North America (5%), Europe (4%), and Asia (3%).
Another study by Pfister, Riesch, and Kinder (2011) looked at the 2008 Beijing Olympics and found that most spectators were from an upper-middle class background, with 61% having a college education or higher. They also found that income had a positive relationship with intention to attend the Olympics, meaning that as income increased, so did the intention to attend the Olympics. This suggests that the Olympic Games are not just for poor people; rather, they are for people from all socio-economic backgrounds.
A study by Horne and Manzenreiter (2006) looked at the 2002 Salt Lake City Winter Olympics and found that most spectators were from the United States (78%), followed by Canada (9%), Europe (7%), and Asia (6%). They also found that most spectators were male (60%), aged 18-34 (54%), and from an urban area (77%). In terms of income, they found that most spectators had a household income of $75,000 or more (54%).
These studies suggest that the majority of Olympic spectators are male, aged 18-34, and from an urban area. In terms of income, most spectators are upper-middle class or higher. However, there is some variation between studies in terms of which countries the majority of spectators come from.
In order to create a demographic profile of Olympic spectators, I will use secondary data from various sources. I will use data from Pritchard and Wheatley (2010), Pfister et al. (2011), and Horne and Manzenreiter (2006). I will also use data from Eurostat on tourist arrivals to London in 2012. I will use this data to create a table that shows the percentage of Olympic visitors from each country and their average daily spending. I will then use this information to create a demand curve for Coca-Cola products during the Olympic Games.
The table below shows the percentage of Olympic visitors from each country and their average daily spending. The countries are ranked in order of highest average daily spending to lowest average daily spending.
Percentage of Olympic Visitors
Average Daily Spending