Samsung, Toshiba & Panasonic On Olympics Watch List

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Big brand consumer electronics Companies, in particular Samsung, Toshiba and Panasonic, are being watched by the Australian Olympics Committee who fear that some will engage in Ambush marketing during the upcoming Olympic Games in London. Earlier this week a leading cyclist was forced to remove a Toshiba logo from her clothing.During the past six months Samsung has mounted a major pre-Olympic Games marketing campaign in partnership with Gold Medal swimming prospect James Magnussen, who is now referred to as “The Missile”. The campaign has been highly successful, despite this Samsung will not be allowed to use Magnussen during the Olympics.

Panasonic Australia who despite their parent Company being a major Olympics partner, has baulked at the $10 Million dollar asking price for a Nine Network Olympics Sponsorship package.

Gemma Lemieux Marketing Manager at Pansonic Australia said that Panasonic management could not see the return in value that the consumer electronics Company would get from the proposed $10M investment.

“The average selling price of consumer electronics goods are falling and $10M is a lot of marketing budget to spend over a three week period. We will do no marketing during the Olympics,” Lemieux said.

A former senior Samsung Marketing Executive said “The Olympics deliver very little in the form of a sales lift; we tipped millions into the Sydney Olympics and got very little back. You can get more from clever marketing around the Olympics without having to pay out the big ticket sponsorship money that the TV networks are demanding.”

Earlier this month the AOC demanded that SmartHouse submit the front cover of SmartHouse Magazine-which featured James Magnussen-for review as “Samsung was restricted from using Magnussen during the Olympics.” The cover was cleared without any changes.

Recently the golden girl of Australian track cycling, Anna Meares, was forced to remove her Toshiba sponsorship logo from her clothing.

The Australian Olympic Committee alleged it was in breach of strict advertising guidelines. Meares, 28, has been sponsored by Toshiba for several years.

The AOC told ChannelNews that all Australian Olympic team members are subject to a month-long advertising ”blackout”, starting next week, which is designed to protect the dollar-value of Olympic sponsorships. They cannot appear in any advertising without the prior permission of the AOC.

“We will be watching the activities of IT and consumer electronics Companies. We are will be looking for ambush marketing activities”. an AOC offical said.

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