Volvo Ocean Race: Overview, Marketing, History

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50 CASE STUDIES CASE STUDY 2: TEAM SEB SEB USED THE VOLVO OCEAN RACE TO ESTABLISH THEIR BRAND IN A NEW MARKET, STRENGTHEN THEIR BRAND IN EXISTING MARKETS, MAINTAIN AND CREATE CUSTOMERS AND UNIFY AND INTEGRATE THEIR WORKFORCE. SEB is one of the largest bank and insurance groups in Scandinavia where it is regarded as a traditional bank and a major financial player in the Baltic states. The company had been expanding since 1997 when it merged with Trygg-Hansa, a Swedish insurance company. From being a locally based Swedish bank the company has expanded into a full-range financial group with operations across Northern Europe. In 2000, SEB purchased the German bank BfG and was building an increasingly strong position in the European financial market, as well as being represented in 20 countries around the world. The group was also mounting a strong offensive as a leading internet bank. With this expansion and the recent merger activity, the bank had been looking at ways of fulfilling a number of business objectives. BUSINESS ISSUES FOR SEB Following the merger with Trygg-Hansa in 1997, SEB found itself in a banking and insurance market place with escalating competition. During these years, the bank grew from being a Swedish bank with most of its employees in Sweden, to a Northern European bank with more than half of its employees and customers outside Sweden. BfG alone had over 170 branches across Germany and 4,200 employees. The purchase of BfG led to the SEB brand being launched in Germany in 2001. Whilst well known in Sweden, SEB was a name and a brand that was virtually unknown in Germany except within a small circle.
RICK TOMLINSON 51 CASE STUDIES 51
Page 1 and 2:
SHARING IN GLOBAL SUCCESS The Volvo
Page 3 and 4:
Team SEB was a commercial success.
Page 5 and 6:
In terms of media evaluation, the S
Page 7 and 8: The Volvo Ocean Race is a unique sp
Page 9 and 10: CONTENTS 2 INTRODUCTION 8 AUDIENCE
Page 11 and 12: GUIDO CANTINI INTRODUCTION 3
Page 13 and 14: through existing media coverage. Ta
Page 15 and 16: ace, it is estimated that more than
Page 17 and 18: 60 50 40 30 20 10 0 THE VOLVO OCEAN
Page 19 and 20: ‘INTERESTED IN’ OR A ‘SAILING
Page 21 and 22: PATRICK ANDERSON, RICK TOMLINSON ME
Page 23 and 24: even where whole programmes were no
Page 25 and 26: 16 14 12 10 8 6 4 2 0 MEDIA RESPONS
Page 27 and 28: programme coverage and news. With t
Page 29 and 30: WWW.VOLVOOCEANRACE.ORG: A TOP 100 W
Page 31 and 32: RICK TOMLINSON MEDIA STATISTICS 23
Page 33 and 34: % of respondents 90 72 54 36 18 0 T
Page 35 and 36: 45 36 27 18 9 0 STRONG INCREASE OF
Page 37 and 38: 45.0 40.5 36.0 31.5 27.0 22.5 18.0
Page 39 and 40: 70 60 50 40 30 20 10 0 200 TO 300%
Page 41 and 42: 35 30 25 20 15 10 5 0 FORMULA 1 IS
Page 43 and 44: Direct Brand Exposure (hh:mm) 17:5
Page 45 and 46: PRINT MEDIA The written media remai
Page 47 and 48: % OF RESPONDENTS UK WAVE 1 AWARE NO
Page 49 and 50: CARLO BORLENGHI YACHT SPONSORSHIP 4
Page 51 and 52: STEPHEN MUNDAY/ALLSPORT CASE STUDIE
Page 53 and 54: WHY THE VOLVO OCEAN RACE? The Volvo
Page 55 and 56: INTERNET/INTRANET An intranet site
Page 57: CLIVE MASON/ALLSPORT CASE STUDIES 4
Page 61 and 62: those intended for the SEB brand. T
Page 63 and 64: CONCLUSION The companies conclusion
Page 65 and 66: RICHARD MASON/ASSA ABLOY RACING TEA
Page 67 and 68: were found on all of the world’s
Page 69 and 70: advertising, but would instead rely
Page 71 and 72: CONCLUSION 63
Page 73 and 74: INTRODUCTION IT IS UNLIKELY THAT CO
Page 75 and 76: over the side, and in spite of a fo
Page 77 and 78: causing controversy with large crew
Page 79 and 80: Prior to the start it was thought t
Page 81 and 82: Among the fleet was Simon Le Bon’
Page 83 and 84: Despite the dramas, nothing could d
Page 85 and 86: The victorious W60 was Yamaha, skip
Page 87 and 88: It was not until a third of the rac
Page 89 and 90: The Southern Ocean lived up to its
Page 91 and 92: THE OBJECTIVES REDUCE THE COSTS FOR
Page 93 and 94: THE NEW BOAT DESIGN Innovation has
Page 95 and 96: push their boats to the limit and i
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Volvo Ocean Race: Overview, Marketing, History

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