Marketing strategy of Owen Rankin at J J and the Olympic Games Let the Games Begin A

Posted by Zander Henry on Aug-22-2018

1. The vision of Owen Rankin at J J and the Olympic Games Let the Games Begin A

The vision of Owen Rankin at J J and the Olympic Games Let the Games Begin A is to be the leading quality service and product provider for customers. Being the best and the leading player means that Owen Rankin at J J and the Olympic Games Let the Games Begin A marketing strategy and operations focus on:

• Providing high quality of products and services
• Providing value to customers
• Concentrate on building customer experience

2. The mission of Owen Rankin at J J and the Olympic Games Let the Games Begin A

Owen Rankin at J J and the Olympic Games Let the Games Begin A marketing strategy is grounded in its mission. The mission for Owen Rankin at J J and the Olympic Games Let the Games Begin A is to be the favorite brand of the customers. This mission is essential for the marketing strategy of Owen Rankin at J J and the Olympic Games Let the Games Begin A as it focuses on all operations and marketing activities in the direction of:

• Consumer centrism
• Using research to understand and influence consumers

3. Brand Equity of Owen Rankin at J J and the Olympic Games Let the Games Begin A

Understanding and knowing the brand equity is vital for directing and giving meaning to the marketing strategy of Owen Rankin at J J and the Olympic Games Let the Games Begin A. The knowledge of brand equity will help in shaping Owen Rankin at J J and the Olympic Games Let the Games Begin A marketing strategy effectively – thereby facilitating the growth of business for Owen Rankin at J J and the Olympic Games Let the Games Begin A.

3.1. Brand awareness

• Owen Rankin at J J and the Olympic Games Let the Games Begin A has high brand awareness because of international operations
• The company focuses on higher budget allocation in the country of origin
• Each market for Owen Rankin at J J and the Olympic Games Let the Games Begin A has modified marketing and strategic directives and plans

3.2. Brand association

• Owen Rankin at J J and the Olympic Games Let the Games Begin A is directly associated with the brand name and product category
• Owen Rankin at J J and the Olympic Games Let the Games Begin A has a broad product portfolio
• Owen Rankin at J J and the Olympic Games Let the Games Begin A is associated with promising and delivering quality and innovative products
• Owen Rankin at J J and the Olympic Games Let the Games Begin A is also associated with excellent customer service

3.3. Brand loyalty

• Owen Rankin at J J and the Olympic Games Let the Games Begin A has been successful at gaining high consumer loyalty because of unique and influential marketing strategy
• Owen Rankin at J J and the Olympic Games Let the Games Begin A has a global customer base
• Owen Rankin at J J and the Olympic Games Let the Games Begin A keeps adding value addition to the products and product portfolio to keep consumers engaged

3.4. Brand asset

• Owen Rankin at J J and the Olympic Games Let the Games Begin A has a substantial brand value
• Owen Rankin at J J and the Olympic Games Let the Games Begin A also enjoys the high financial worth
• Owen Rankin at J J and the Olympic Games Let the Games Begin A focuses on building a reliable and robust employee base

3.5. Brand element

• Owen Rankin at J J and the Olympic Games Let the Games Begin A uses the brand element as a means of competitive advantage
• Uses adaptability in product, services, and marketing to meet different cultural demands

4. Situational Analysis of Owen Rankin at J J and the Olympic Games Let the Games Begin A

The situational analysis will help in developing the marketing strategy of Owen Rankin at J J and the Olympic Games Let the Games Begin A by conducting a thorough market analysis. This market analysis will aid in understanding the compatibility between external opportunities and other factors, and internal strengths – to be used to maximize the marketing influence of Owen Rankin at J J and the Olympic Games Let the Games Begin A.

4.1. SWOT

4.1.1. Strengths

Owen Rankin at J J and the Olympic Games Let the Games Begin A marketing strategy can benefit from the following internal advantages:

• Strong brand image
• Global distribution network
• Investment in market research
• Innovation

4.1.2. Weakness

Owen Rankin at J J and the Olympic Games Let the Games Begin A faces challenges in marketing strategy because of the following weakness:

• Slow organizational processes
• High product prices

4.1.3. Opportunity

Owen Rankin at J J and the Olympic Games Let the Games Begin A has the following possibilities of business growth:

• Green lifestyles
• Regional expansion
• Diversification

4.1.4. Threats

Owen Rankin at J J and the Olympic Games Let the Games Begin A faces business threats because of the following factors:

• Increased competition
• Increased imitation

4.2. PESTEL

4.2.1. Political

• Owen Rankin at J J and the Olympic Games Let the Games Begin A operates I markets with political stability
• Owen Rankin at J J and the Olympic Games Let the Games Begin A has funding support from the government for small businesses

4.2.2. Economic

• Owen Rankin at J J and the Olympic Games Let the Games Begin A enjoys high sales because of higher GDP
• Lower interest rates make business expansion and loaning easier for Owen Rankin at J J and the Olympic Games Let the Games Begin A
• Low inflation strengthens the financial position of Owen Rankin at J J and the Olympic Games Let the Games Begin A

4.2.3. Social

• Higher education and awareness increases sales of Owen Rankin at J J and the Olympic Games Let the Games Begin A predict
• Owen Rankin at J J and the Olympic Games Let the Games Begin A focuses on understanding consumers and fulfilling their demands through its offerings

4.2.4. Environmental

• Owen Rankin at J J and the Olympic Games Let the Games Begin A has an active CSR program
• Owen Rankin at J J and the Olympic Games Let the Games Begin A ensures environmental safety in all its operations

4.2.5. Legal

• Owen Rankin at J J and the Olympic Games Let the Games Begin A is aware of local and global laws of business and human resource management
• Owen Rankin at J J and the Olympic Games Let the Games Begin A abides by all statutes – especially labour law, discrimination law, and employee safety laws

4.3. Porter’s Five Forces

4.3.1. Threat of substitutes

• High risk of replacements
• Substitutes offer similar products at low prices

4.3.2. The threat of new entrants

• New entrants need high financial investment
• New entrants need updated technology for keeping par with industry progress

4.3.3. Bargaining power of buyers

• Sales made to end consumer directly
• Stocking of products at retailers, as well as own-controlled retail outlets

4.3.4. Bargaining power of suppliers

• Multiple suppliers of raw materials
• Suppliers are chosen after careful inspection, and through contracts

4.3.5. Industry rivalry

• High industry rivalry
• Players offer similar products
• Players compete through marketing to influence consumers

5. Marketing Objectives for Owen Rankin at J J and the Olympic Games Let the Games Begin A: The Marketing Strategy of Owen Rankin at J J and the Olympic Games Let the Games Begin A

Owen Rankin at J J and the Olympic Games Let the Games Begin A marketing strategy has the following objectives for the current financial year:

5.1. Increased market penetration

• Increase top of mind recall for Owen Rankin at J J and the Olympic Games Let the Games Begin A brand and products by 30%
• Increase sales for Owen Rankin at J J and the Olympic Games Let the Games Begin A by 40% by the third quarter of the financial year
• Achieve a trial rate for new products of 10% during the first quarter of the launch
• Increase consumption rate of existing products by 45% during the current financial year

5.2. Enhanced brand recognition

• Increase top of mind recall by 65% during the current fiscal year
• Increase brand recognition by 80% during the first two quarters of the current financial year

5.3. Increased use of digital marketing

• Acquire 25,000 new online customers during the financial year
• Increase website traffic through using blogging and email tactics effectively by 505 during the first two quarters of the year
• Acquire 65,000 likes on the official Facebook page of Owen Rankin at J J and the Olympic Games Let the Games Begin A during the first quarter of the financial year

5.4. Retail Growth

• Contract with five more leading supermarkets in the first quarter of the year to stock product at eye level shelving
• Contract with two leading online retail sites – eBay and Amazon – to stock our products, and increase accessibility for consumers globally by the second quarter of the financial year

6. Segmentation of Owen Rankin at J J and the Olympic Games Let the Games Begin A

Owen Rankin at J J and the Olympic Games Let the Games Begin A marketing strategy uses different means of segmentation to reach an increase in market penetration.

6.1. Demographic segmentation

6.1.1. Age

Owen Rankin at J J and the Olympic Games Let the Games Begin A has consumers of age groups

• 20-45 years
• 45-60 years

6.1.2. Gender

• Owen Rankin at J J and the Olympic Games Let the Games Begin A has a broad product portfolio for both males and females

6.1.3. Life-cycle stage

Consumers for Owen Rankin at J J and the Olympic Games Let the Games Begin A, according to the marketing strategy, are in the following various life cycle stages:

• Single students
• Single graduates
• Single people living at home/not living at home
• Young couples without children
• Married couples with one to four children – all at home
• Married couples with one or two children in college
• Old married couples with an empty nest

6.1.4. Occupation

The marketing strategy devises the following occupations for Owen Rankin at J J and the Olympic Games Let the Games Begin A consumers:

• Professionals
• Students
• House makers

6.2. Psychographic segmentation

6.2.1. Social class

• Owen Rankin at J J and the Olympic Games Let the Games Begin A focuses on segments of middle-upper and upper social classes

6.2.2. Lifestyle

Owen Rankin at J J and the Olympic Games Let the Games Begin A consumer segments have the following lifestyle characteristics:

• They aspire towards a better and higher living standard
• They want to be successful – professionally and socially
• They are not hesitant to try new things, products and services in life
• They are confident in their behaviour and attitude
• They are mainstreamers in their fields

6.3. Geographic segmentation

6.3.1. Region

• Owen Rankin at J J and the Olympic Games Let the Games Begin A has operations spread across the western developed countries such as America, the united kingdom, and the Netherlands
• It also has operations in emerging markets such as Brazil, India, and China

6.3.2. Density

• The focus of Owen Rankin at J J and the Olympic Games Let the Games Begin A remains on the urban part of the population

6.4. Behavioural segmentation

6.4.1. Personality

The marketing strategy defines personality characteristics for the consumers of the brand of Owen Rankin at J J and the Olympic Games Let the Games Begin A, such as:

• Determined
• Confident
• Ambitious
• Hardworking

6.4.2. Usage frequency

• The consumer segments for Owen Rankin at J J and the Olympic Games Let the Games Begin A are regular and frequent users of the product

6.4.3. Benefits sought

• Consumers seek functional benefits
• The focus, however, is more on the emotional benefits reaped from the consumption of the brand

6.4.4. Degree of loyalty

• Consumers are very loyal
• Have an emotional attachment with the brand

7. Targeting of Owen Rankin at J J and the Olympic Games Let the Games Begin A Positioning of Owen Rankin at J J and the Olympic Games Let the Games Begin A

The marketing strategy of Owen Rankin at J J and the Olympic Games Let the Games Begin A targets consumer groups based on segmentation as follows:

7.1. Target market

• The target market for Owen Rankin at J J and the Olympic Games Let the Games Begin A is from middle to upper class
• The target market is ambitious and desires to purchase high-end consumer products
• This target market also seeks affordability
• To meet target market expectations, the Owen Rankin at J J and the Olympic Games Let the Games Begin A focuses on quality control

7.2. Mass marketing

• The marketing strategy of Owen Rankin at J J and the Olympic Games Let the Games Begin A focuses on mass marketing
• This also requires unique marketing designs and product promotion programs
• Owen Rankin at J J and the Olympic Games Let the Games Begin A makes use of one strategy to influence all segments

7.3. Undifferentiated marketing strategy

• Owen Rankin at J J and the Olympic Games Let the Games Begin A does not differentiate between market segments
• It uses a single marketing strategy to target all segments and consumer groups
• Based on this, Owen Rankin at J J and the Olympic Games Let the Games Begin A also created the marketing mix under the marketing strategy as a singular one for the whole market – regardless of the segmentation divides.

7.4. Focus on quality

• Owen Rankin at J J and the Olympic Games Let the Games Begin A has created, developed, and maintained a brand that satisfies all consumers under the undifferentiated marketing strategy and mass marketing
• No compromise on quality has been made in the broad product portfolio
• To ensure the influence of a single marketing strategy, the Owen Rankin at J J and the Olympic Games Let the Games Begin A has also adopted a consumer-centric approach in its overall marketing strategy and operations as well
• This was used for targeting strategy as well as for maintaining growth

8. Company Competitive Advantage in the marketing strategy of Owen Rankin at J J and the Olympic Games Let the Games Begin A

The marketing strategy of Owen Rankin at J J and the Olympic Games Let the Games Begin A stands out from the clutter and competition. Owen Rankin at J J and the Olympic Games Let the Games Begin A has also achieved a sustainable competitive advantage in its marketing strategy. This is because of the following factors that Owen Rankin at J J and the Olympic Games Let the Games Begin A has utilized:

8.1. Cost-effectiveness

• Owen Rankin at J J and the Olympic Games Let the Games Begin A focuses on reaching consumers effectively rather than grandeur
• Owen Rankin at J J and the Olympic Games Let the Games Begin A focuses on developing an integrated marketing approach
• The use of digital marketing efficiently and expertly has helped the company reach a wider audience at a lower cost
• Owen Rankin at J J and the Olympic Games Let the Games Begin A has in-house copywriters for marketing campaigns which also helps in controlling costs
• Owen Rankin at J J and the Olympic Games Let the Games Begin A also focuses efforts on ground activities – which are less expensive than commercial marketing tactics

8.2. Innovation

• Owen Rankin at J J and the Olympic Games Let the Games Begin A has stayed updated with latest developments in marketing research and marketing knowledge
• Owen Rankin at J J and the Olympic Games Let the Games Begin A makes use of new and innovative tactics to reach its target consumers
• Owen Rankin at J J and the Olympic Games Let the Games Begin A also employs top of the field marketers to facilitate its marketing strategy and promotional campaigns
• Each marketing campaign launched by Owen Rankin at J J and the Olympic Games Let the Games Begin A is effective catchier and more influential than the previous one

8.3. Strong market research and consumer understanding grounded

• Owen Rankin at J J and the Olympic Games Let the Games Begin A marketing strategy is strongly grounded in consumer and market research
• Owen Rankin at J J and the Olympic Games Let the Games Begin A makes informed marketing campaigns and goals based on consumers’ behavioural feedback
• Owen Rankin at J J and the Olympic Games Let the Games Begin A also incorporates consumer feedback in its marketing strategy
• Owen Rankin at J J and the Olympic Games Let the Games Begin A marketing strategy is based on market trends, and consumer needs and wants

8.4. Making effective use of emotional appeals

• Consumers’ emotional needs strongly influence all marketing objectives and marketing goals set by Owen Rankin at J J and the Olympic Games Let the Games Begin A
• In addition to fulfilling functional needs, Owen Rankin at J J and the Olympic Games Let the Games Begin A also tries to fulfil the emotional and psychological needs of the consumer
• Owen Rankin at J J and the Olympic Games Let the Games Begin A tries to build a strong emotional bond with the consumer, which also results in high consumer loyalty

9. Distribution Strategy of Owen Rankin at J J and the Olympic Games Let the Games Begin A

Owen Rankin at J J and the Olympic Games Let the Games Begin A marketing strategy highlights the use of the following distribution strategy to maximize reach and accessibility for consumers.

9.1. Intensive distribution strategy

• Owen Rankin at J J and the Olympic Games Let the Games Begin A makes use of intensive distribution strategy because it is mass marketing
• Owen Rankin at J J and the Olympic Games Let the Games Begin A’s marketing strategy is based on undifferentiated segments, and thus an intensive distribution strategy allows high penetration and reaches in the overall market
• With the use of the intensive distribution, Owen Rankin at J J and the Olympic Games Let the Games Begin A tries to maximise its coverage of the markets where it's present
• For achieving the intensive strategy, the company uses hardcore 360-degree integrated marketing strategy and campaign to reach all consumers, across all segments in the market.

9.2. Direct distribution strategy

• Owen Rankin at J J and the Olympic Games Let the Games Begin A uses direct distribution country of origin as well as in locations where it has subsidiary operations
• The Owen Rankin at J J and the Olympic Games Let the Games Begin A also makes use of modern retailing channels
• Also, Owen Rankin at J J and the Olympic Games Let the Games Begin A makes use of e-commerce and makes a sale through online retailers, as well as through the company website
• Direct distributions have allowed Owen Rankin at J J and the Olympic Games Let the Games Begin A to increase market penetration and accessibility for consumers

9.3. Indirect distribution strategy

• This strategy is largely used for offshore operations where the Owen Rankin at J J and the Olympic Games Let the Games Begin A does not have a subsidiary
• In these offshore locations, Owen Rankin at J J and the Olympic Games Let the Games Begin A largely works through the export model
• This makes use of several intermediaries in between, before the product by Owen Rankin at J J and the Olympic Games Let the Games Begin A reaches the target consumers
• Intermediaries for Owen Rankin at J J and the Olympic Games Let the Games Begin A include not only the end retail outlets, but also sales agents, retail agents, and distribution agents in offshore locations

9.4. Selective distribution strategy

• For some products of its portfolio which are premium in nature, Owen Rankin at J J and the Olympic Games Let the Games Begin A makes use of selective distribution channel
• Owen Rankin at J J and the Olympic Games Let the Games Begin A has maintained a few outlets in the country of origin, and in selected offshore markets for these products
• These placements and locations are chosen based on the niche market that Owen Rankin at J J and the Olympic Games Let the Games Begin A has for its premium products
• These locations, placements, and marketing strategy helps make the company’s product selectively, but readily accessible for its niche target audience

10. Competition Analysis in the marketing strategy of Owen Rankin at J J and the Olympic Games Let the Games Begin A

The industry in which Owen Rankin at J J and the Olympic Games Let the Games Begin A operates is very responsive to market and consumer trends. Owen Rankin at J J and the Olympic Games Let the Games Begin A, therefore, needs to be vigilant in its market strategy towards competition – to make sure that it maintains its competitive advantage.

10.1. Strategic Group Analysis

• Owen Rankin at J J and the Olympic Games Let the Games Begin A competes with direct and close competition based on quality and price
• Consumers choose between different companies from the industry based on their functional offering
• Consumers have progressively evolved to strengthen loyalty and form an emotional bond with products that they consume
• Owen Rankin at J J and the Olympic Games Let the Games Begin A also competes, thereby, with close competition for building stronger brand image, increasing consume loyalty, and for forming strong emotional ties with the consumer

10.2. Industry rivalry

• Owen Rankin at J J and the Olympic Games Let the Games Begin A experiences high industry rivalry
• The barriers to entry for the industry are low, and new entrants gain easy access in the industry
• The number of local as well as global players is increasing

11. Marketing mix of Owen Rankin at J J and the Olympic Games Let the Games Begin A

The marketing mix for Owen Rankin at J J and the Olympic Games Let the Games Begin A as per the marketing strategy is the following:

11.1. Product

• Owen Rankin at J J and the Olympic Games Let the Games Begin A has a broad product portfolio
• Owen Rankin at J J and the Olympic Games Let the Games Begin A provides mass marketed products for all segments across the market undifferentiated
• Owen Rankin at J J and the Olympic Games Let the Games Begin A also provides some selected, premium products to niche customer groups
• All products in the portfolio consistently maintain high quality
• All products are tailored to meet consumer specifications, demands and needs across different regional markets
• The Owen Rankin at J J and the Olympic Games Let the Games Begin A maintains a high focus on innovation in products and introduces new products frequently to keep the consumers engaged

11.2. Place

• Owen Rankin at J J and the Olympic Games Let the Games Begin A wants to have a close, emotional and personal relationship with its consumers
• The company maintains high control in its distribution strategies – especially through direct distribution strategy
• The company has a presence in leading supermarkets
• The Owen Rankin at J J and the Olympic Games Let the Games Begin A also has company-operated stores in malls, and otherwise to make products accessible to consumers easily
• Owen Rankin at J J and the Olympic Games Let the Games Begin A also makes use of e-commerce to increase penetration and sales

11.3. Price

• The Owen Rankin at J J and the Olympic Games Let the Games Begin A prices its products so that its target consumers can afford it easily
• Owen Rankin at J J and the Olympic Games Let the Games Begin A uses relative pricing strategy for its products
• The price of Owen Rankin at J J and the Olympic Games Let the Games Begin A’s products include not only the high quality raw materials and value additions but also the enhanced customer experience they deliver
• The company’s pricing strategy allows it to enjoy stable revenue and profit growth

11.4. Promotion

• The Owen Rankin at J J and the Olympic Games Let the Games Begin A has a high budget allocated towards marketing activities
• The Owen Rankin at J J and the Olympic Games Let the Games Begin A invests substantially in digital marketing activities to reap high and effective results
• Use of digital marketing has also allowed Owen Rankin at J J and the Olympic Games Let the Games Begin A marketing strategy to cap costs and expenses
• Owen Rankin at J J and the Olympic Games Let the Games Begin A also takes part in direct consumer engagement through on-ground activities where the company initiates trials
• Owen Rankin at J J and the Olympic Games Let the Games Begin A also invests in traditional media channels to reach maximum consumers in the market

11.5. People

• Owen Rankin at J J and the Olympic Games Let the Games Begin A has a large workforce across different companies
• This workforce is continually trained to become experts in their respective fields of operations
• Owen Rankin at J J and the Olympic Games Let the Games Begin A hires without discrimination
• Owen Rankin at J J and the Olympic Games Let the Games Begin A ensures that its employees remain motivated through building an inspirational and creative organizational culture
• Owen Rankin at J J and the Olympic Games Let the Games Begin A focuses on also building and maintaining organizational commitment and loyalty in its employees

11.6. Process

• All activities at Owen Rankin at J J and the Olympic Games Let the Games Begin A - from raw material procurement to the final sale to the end consumer - undergo systematic processes
• The processes at Owen Rankin at J J and the Olympic Games Let the Games Begin A are well defined, and well communicated to all employees
• All employees are trained to follow the processes internally to ensure consistently high quality as well as timely production and deliveries
• The systematic processes also ensure a smooth running of operations at the Owen Rankin at J J and the Olympic Games Let the Games Begin A

11.7. Physical evidence

• The physical evidence for Owen Rankin at J J and the Olympic Games Let the Games Begin A includes the company logo, company store designs, and the product packaging
• Satisfied and excited customers in the retail spaces of Owen Rankin at J J and the Olympic Games Let the Games Begin A, as well as during product consumption create a bubbling and an inviting atmosphere
• The e-commerce website for retail by Owen Rankin at J J and the Olympic Games Let the Games Begin A is also designed with a friendly customer interface to allow maximum interaction with the brand
• The store designs created by Owen Rankin at J J and the Olympic Games Let the Games Begin A for its retail space allow consumers maximum interaction with the products directly.

12. Promotional tactics for the marketing strategy of Owen Rankin at J J and the Olympic Games Let the Games Begin A

12.1. Digital marketing

• The company uses social media for reaching consumers effectively
• The Owen Rankin at J J and the Olympic Games Let the Games Begin A interacts with the consumers directly, and engages with them, answers their queries and takes their feedback
• The company also shares information and build relationships with consumers through digital marketing
• Owen Rankin at J J and the Olympic Games Let the Games Begin A also makes use of blogging, emails, and content creations as a means of digital marketing

12.2. Conventional marketing

• The company uses a 360-degree approach in its marketing strategy
• This means that the company makes use of traditional marketing channels as well – such as TV, magazine adverts, and out of house placements

12.3. Influencers

• For direct, on-ground engagement, the company uses influencers
• Influencers interact with consumers directly, or through their channels of communication as a means of content creation and endorsing the Owen Rankin at J J and the Olympic Games Let the Games Begin A brand

13. Monitoring and evaluation of the marketing strategy of Owen Rankin at J J and the Olympic Games Let the Games Begin A

13.1. Changes in sales

• Owen Rankin at J J and the Olympic Games Let the Games Begin A regularly tracks its sales to identify the effectiveness of its marketing strategy
• Increase in sales reflect the success of marketing strategy of Owen Rankin at J J and the Olympic Games Let the Games Begin A
• Sometimes, Owen Rankin at J J and the Olympic Games Let the Games Begin A experiences increase ins ae after some time of the launch of the marketing promotions

13.2. Surveys and focus groups

• Owen Rankin at J J and the Olympic Games Let the Games Begin A frequently conducts focus groups and surveys to identify its brand worth
• These methods also help the company identify brand value, brand recall, and brand recognition
• Focus groups allow Owen Rankin at J J and the Olympic Games Let the Games Begin A to gather feedback on its marketing strategy and helps it understand consumers better

13.3. ROI

• Effectiveness of marketing strategy of Owen Rankin at J J and the Olympic Games Let the Games Begin A can also be seen through the revenue and profit growth
• Return on investment allows Owen Rankin at J J and the Olympic Games Let the Games Begin A to effective gauge the effect and influence of the marketing strategy, and measure its success

13.4. Attainment of marketing objectives

• All marketing objectives set by Owen Rankin at J J and the Olympic Games Let the Games Begin A are SMART
• The quantitative set against each of the marketing objective can facilitate attainment evaluation for the overall marketing strategy
• Successful and timely attainment of these marketing objectives highlight the success of the marketing strategy of Owen Rankin at J J and the Olympic Games Let the Games Begin A