Inviting thousands of athletes around the world to participate in various sports competitions is bound to create not only new job and business opportunities for many people but also the re-development and improvement of the public transportation, hotels, and other related infrastructure such as the Wembley Stadium, the All England Club at Wimbledon, the Greenwich Park, and the Earls Court among others (London 2012, 2010). In line with this, the large traffic of people who look forward to attend the Olympic Games attracts few of the large-scale companies to promote their consumer products to the public.
Coca-cola is one of the official sponsors or Worldwide partners of the 2012 Summer Olympic Games (London 2012, 2010b). Based on UK demographic profile of UK’s prospective audiences, this report will tackle the proposed Coca-Cola product suitable for a target audience during the Olympics. Eventually, the number of perceived substitutes and the proportion of income spent on goods will be tackled to determine the PeD for Coca-Cola during a major event like the Olympics. Using a diagram, the effects of advertising the proposed Coca-Cola product will be assessed as to whether or not the advertising impact could cause the demand curve to shift to left or right.
The London Organising Committee of the Olympic Games and Paralympic Games LOCOG aims to promote global diversity as part of the 2012 Olympic Games strategy (Open. The world in a city. Diversity and Inclusion Strategy, 2008, p. 1). Regardless of age, gender, educational attainment, disability, religion, political, economic, and cultural differences of Coca-Cola’s target audiences, it remains a fact that the London Organising Committee of the Olympic Games and Paralympic Games is working together with GLA, Olympic Delivery Authority (ODA), UK and London Government, and Trade Unions to ensure that the London 2012 Games will create a sporting environment that is suitable for all audiences (Open. The world