A REPORT

ON
AMBUSH MARKETING

Submitted to:- Submitted by:

Prof. Chandan Goswami Aditya Baid (BAM17013)

Saumick Kumar Das (BAM17014)

Department of Business Administration
Saurav Gautam Kataki (BAM17015)
Tezpur University
Chandralekha Doley (BAM17043)

Bipasha Bordoloi (BAM17045)

Department of Business Administration

School of Management Sciences, Tezpur University, Napaam-
784028
 DECLARATION

We, the students of Department of Business Administration, pursuing Master of Business

Administration (MBA 1st Semester) do hereby declare that the project entitled STUDY ON
AMBUSH MARKETING is prepared by us as a part of the course curriculum of the program
under the course Marketing Management bearing code BA 503.

Names:

Sarbjit Singh(BAM17002)
Deepjyoti Nath (BAM17008)
Saumick Kumar Das (BAM17014)
SonaliSaikia (BAM17031)
ChandralekhaDoley (BAM17043)

Date:
Place:
 AKNOWLEDGEMENT

We would like to give our heartiest thanks and express our deep sense of
gratitude to our academic guide Dr. (Prof.) Chandan Goswami under whose care
and supervision we were able to carry out our assignment titled STUDY ON
AMBUSH MARKETING. His technical and academic guidance helped us in

completing the assignment efficiently.

We would also like to thank our batchmates who helped us with their
valuable advice and positive criticism.
 PREFACE

As a part of MBA Curriculum and in order to gain practical and theoretical

knowledge in the field of management, we are required to make a report on
STUDY ON AMBUSH MARKETING. The basic objective behind doing this
project was to understand this marketing system.

In this project report, we have included various topics such as Meaning and
Definition of Ambush Marketing, Features of Ambush Marketing, its Advantages
and Disadvantages and its various strategies along with notable examples.

Doing this report has helped us to enhance our overall knowledge regarding
AMBUSH MARKETING.
 CONTENTS

SL. NO TOPIC PAGE NO.

1 INTRODUCTION 1-3

2 TYPES OF AMBUSH MARKETING 4-5

3 DIFFERENCE BETWEEN AMBUSH MARKETING AND 6-7

PIRACY
4 IMPLEMENTATION OF AMBUSH MARKETING 8-12

5 AMBUSH MARKETING STRATEGIES 13-19

6 EXAMPLES OF AMBUSH MARKETING 20-22

7 ADVANTAGES AND DISADVANTAGES OF AMBUSH 23-26

MARKETING
8 CONCLUSION 27
 INTRODUCTION

One of the most widely used marketing strategies in todays business world is the
concept of AMBUSH MARKETING. Ambush marketing represents efforts by
no sponsors to attach themselves to a favorable event or property. If implemented
or executed efficiently it can confuse the customers and diminishes the value of
any actual sponsors relationship with the property or event.

In case of effective ambush marketing customers mistakenly associate

the ambusher with the property or the event. And thus some of the benefits of
sponsorship are denied the actual sponsors and attained by the ambusher. The
concept of ambush marketing, technique to implement it, examples of effective
implementation and studying various other aspects of ambush marketing are some
of the focus of this report.
 DEFINITION

It is the unauthorized association of a business or organization with the marketing

of a particular event-gaining benefit for the marketing right or licensing fee
applicable in order to be associated with an event, such as sporting event. Jerry
Welsh.

The term ambush marketing can be defined as a promotional strategy whereby a

no sponsor attempts to capitalize on the popularity/prestige of a property by giving
false impression that it is a sponsor. The definition goes on to state that ambush
marketing is often used by the competitors of the propertys official sponsors.
 MEANING

Ambush marketing is a promotion tactic designed to associate a company, product

or service with a particular event or to attract the attention of people attending the
event, without payment being made for an official sponsorship.

In ambush marketing, the marketer try to utilize the reputation of a property

without having any association with the actual sponsors in order to maneuver the
market in their favor. If the concept of ambush marketing is to be interpreted in
biological perspective then its like a parasite attaches itself to an unwilling host
and takes nourishment from it like in case of a mosquito sucking blood from
human body and if left unchecked for a long time it will drain out the energy from
the body thus jeopardizing the wellbeing of the host. Therefore it is indeed
essential for the actual sponsors to check the possibility of ambush marketing in
order to protect its own interest.
 TYPES OF AMBUSH MARKETING

THERE ARE FOUR TYPES OF AMBUSH MARKETING:-

1) PREDATORY AMBUSHING
2) COATTAIL AMBUSHING
3) PROPERTY OR TRADEMARK INFRINGEMENT
4) SELF AMBUSHING

1. PREDATORY AMBUSHING: Predatory ambushing refers to marketing

that targets a competitor's sponsorship of an event while simultaneously
confusing consumers over which company is the official sponsor. The
campaign employed by AMEX against VISA during the 1994 winter games
is an example of predatory ambushing. Official sponsor VISA was outraged
when AMEX aired a commercial with the tagline, "So if you're traveling to
Norway, you'll need a passport, but you don't need a Visa."

2. COATTAIL AMBUSHING: Coattail ambushing involves gaining

exposure through sponsoring an individual or related event without being an
official sponsor of the larger event. Despite Reebok being an official sponsor
of the Atlanta Olympic Games, a rival competitor ended up snatching
headlines for the event. Athlete Lind Ford Christie wore a pair of contact
 lenses to a press conference that contained the iconic Puma Logo in the
pupil. The brand was well covered in the news the following day.

3. PROPERTY OR TRADEMARK INFRINGEMENT: In this type of

ambush marketing the trademark of the advertiser is intentionally misused
for confusing the consumers. This can be clearly understood from the
example of London Olympic games wherein hundreds of officials were
employed to policing games brand throughout the city and traders across the
city were prohibited from using or including words like gold or bronze
as the organizers perceived that as an act of infringement on the trademark
of their brand

4. SELF AMBUSHING: In this type of ambush marketing, companys own

sponsorship parameters are breached in such a manner that it infringes on
another sponsors marketing or advertising. For example, in 2008 the
official sponsor of the UEFA European Championships, Carlsberg, gave out
headbands and t-shirts with the Carlsberg logo at the tournament. These
forms of advertising were not included in its sponsorship agreement, and
violated the sponsorship of another company that was permitted to hand out
these items.
 DIFFERENCE BETWEEN AMBUSH MARKETING AND
PIRACY

Ambush marketing is an act where the marketers of a different product falsely

represent themselves as sponsors for free in order to gain attention from the
customers/viewers and make a promotion of their product. Generally ambush
marketing includes various marketing strategies to implement event sponsorship
like images. However, this method is not illegal and it is considered to be perfectly
legal in most countries.

Piracy is somewhat similar to ambush marketing but it is considered illegal

everywhere. Piracy takes place when the marketers copies or creates or designs the
same logo (size and shape), theme or slogan of an existing sponsor. Examples of
piracy include infringements of intellectual property rights such as the
unauthorized use of an events trademarks in advertisements or the sale of
counterfeit merchandise, piracy of movies in Torrent sites, etc.
The Difference Between Ambush Marketing And Piracy Are As Follows:

Basis Ambush Marketing Piracy

Meaning
Ambush Marketing is a Piracy is the usage of
strategy to use advantage similar slogan, theme or
of sponsorship falsely logo or anything which is
already owned by some
other marketer for
promotion
No or low cost is involved High costs are involved
Cost
It is a type of marketing It doesnt falls under\any
Strategy
strategy strategies of marketing.
It is represented in a It is represented in the
Representation
different way from the same way as the original
original source source
It is not illegal It is illegal
Legality
There are few leveraging There are laws passed in
Remedies
strategies available to order to overcome piracy.
overcome ambush
marketing.
 IMPLEMENTATION OF AMBUSH MARKETING

STRATEGIES

Ambush marketing starts with:-

1. Sponsorship:- Sponsoring something (or someone) is the act of supporting

an event, activity, person, or organization financially or through the
provision of products or services. The individual or group that provides the
support is known as sponsor.

2. Event:- An event can be described as a public assembly for the purpose of

celebration, education, marketing or reunion. Events can be classified on
the basis of their size, type and context.
An event can be:

a. Social / lifecycle events:

Events like Birthday party, Hen/Stag party, Graduation day,
Bachelor's party, Engagement, Wedding, Anniversary, Retirement
day, Funeral etc.

b. Education and career events:

Events like education fair, job fair, workshop, seminar, debate,
contest, competition etc.
c. Sports events:
Events like Olympics, World Cup, marathons, Wimbledon,
wrestling, etc.

d. Entertainment events:
Events like music concerts, fairs, festivals, fashion shows, award
functions, celebrity nights, beauty peagents, flash mob, jewellery
shows, stage shows etc.

e. Political events:
Events like political procession, demonstration, rally, political
functions etc.

f. Corporate events:
Events like MICE (meetings, incentives, conferences, exhibitions),
product launches, road shows, buyer-seller meet etc.

g. Religious events:
Events like religious festivals / fairs, religious procession, Katha,
Pravachan, Diwali fair, Dusherra fair etc.
 h. Fund raising/ cause related events:
Any event can be turned into a fund raising or cause related event.
E.g.auctions.

3. Publicity:- Ambush marketers make publicity of their product

simultaneously with other products advertisement without much cost
involved or no cost involved. To publicize their products they just need
strong ideas as to how efficiently they can promote their product without
the notice of the other marketers.
4. Advertising:- The ambush marketing concept says that promotion of a
product with other competitors product and that too without the
knowledge of the marketers. They need to target that target market through
which their products will be noticed or will be looked into so that people
who are watching the promos are influenced too buy that product as well.
5. Competitors:- Ambush marketers next important task will be to identify
their competitors core competencies so that they can easily analyze and
plan their strategies accordingly.
 How to start Ambush marketing:-

It starts with the following process:

1. Establishing Marketing Objective:

Marketers in order to ambush their product should develop a strong
marketing strategy so that their product gets attention and it develops a
buying intuition in them.

2. Establishing Promotional Objective:-

The promotional strategy should also has to be strong in order to garner the
attention of a large number of customers. It must be made in such a way that
the attention of the customer gets diverted to the ambush marketed product.

3. Evaluation of alternatives:
The event selection should be in places where there are huge crowds like
Football match, stadium, and mainly the crowded places of the city.

4. Why To Select That Particular Event:

Planning and selecting the event in which the product is to be displayed is
another important criterion in ambush marketing. All the events happening
in an area may not be a successful one for marketing the product. So, the
event selection must be a wise one where there are more chances of
publicity.
5. How Much Is The Company Willing To Spend:-

In ambush marketing, there are no such cost involved for marketing the
product. There may be some low amount of expenditure which the company
might have to incur. For eg. they may need to prepare banners, hoarders and
other posters which they will need to put up across streets so that customers
have a look upon them.
 AMBUSH MARKETING STRATEGIES

The six categories of ambush marketing strategies are:

1. Sponsor media coverage of the event.

2. Sponsor subcategories.
3. Make a sponsorship-related contribution to the players pool.
4. Purchase advertising time during the broadcast replay.
5. Engage in advertising to coincide with the timing of the event.
6. Use other dilution strategies

1. Sponsor Media Coverage of the Event

When the event is broadcast via electronic media such as radio, TV, or video
streaming on the Internet, it is typically the sale of advertising that pays the costs
associated with the broadcast. In most cases, the event does not control the
broadcast; consequently it may have little influence over which companies are
allowed to advertise during its transmission. Ambushers can purchase time to
broadcast their own advertisements during the broadcast. While the advertisers do
not reach the spectators and attendees at the venue, they do reach the media
audience. For major events, sports or otherwise, the media audience is much
larger than the live audience. The reality is that the ambusher may care very little
about the attendees at the venue because the media audience represents the more
important target for the marketer.
Efforts of this type are legal; therefore, they are deemed by many to be legitimate
competitive responses that attempt to overcome a competitive advantage held by
an official sponsor of a particular event. While Fuji Film was a sponsor of the Los
Angeles Olympics, a major competitor (Kodak) purchased time and ran
advertisements during the TV broadcast of the event. Ambush marketing is not just
a sports-related phenomenon but there are a number of high-profile non-sports
events that have sponsors, are broadcast by electronic media, and are vulnerable to
ambush marketing of this type. Live concerts and awards shows are but two
examples. The point is that property owners and their sponsors cannot afford to
make the mistake of assuming that they are safe from ambushers simply because
they are not a sports event. It is also important to determine what is being
ambushed. Is it a sponsor or is it the event itself? The Kodak example is evident;
its efforts were aimed at Fuji

2. Sponsor subcategories

Adidas sponsored the most recent World Cup of Soccer. Nike sponsored several of
the top teams that were competing. Nikes sponsorship of a lower category
germane to the event constituted a legitimate marketing decision. In a similar
scenario, Reebok sponsored the U.S. mens basketball team at the Barcelona
Olympics; at a lower level, Nike sponsored several of the players on the team,
including the most noteworthy, Michael Jordan. This strategy is sometimes
referred to as ambushing up . The term is derived from the fact that the ambusher is
involved with an official sponsorship of some lower level (at a lesser cost) but uses
techniques designed to create the impression that it is involved with the event at
some higher level of sponsorship. Again, for the ambushing to take place, there is
no need for the marketer to be targeting a direct competitor. Many events today
have multiple levels of sponsorship. For example, a firm might choose to be an
official supplier of the World Cup or the Olympics, but it might try to create the
impression that it is a sponsor at the highest level. Some people question whether
the Sydney Olympics official service provider TNT Delivery diminished the
consumers ability to recognize UPS delivery as a TOP sponsor. This issue
highlights the need to negotiate broad category exclusivity in the early stages of
establishing the terms of the sponsor-ship contract.

3. Make a Sponsorship-Related Contribution to the Players Pool

Changing rules regarding amateurism have led to a broader use of this strategy. It
is commonly used for both team sports and individual sports, especially those that
have international appeal. Cash or VIK may be used to fulfill this commitment.
Players salaries may be supplemented by contributions for which the contributor
may be acknowledged via logos on uniforms or recognition in TV interviews.
Another method of implementing this strategy is via bonus pools or prizes for
winning. For example, world-class swimmer Michael Phelps is sponsored by
Speedo. While this relationship best fits the previous strategy of sponsoring a
subcategory of an event, there is one key point of dif- ferentiation. Speedo
designated a total of $1 million to be awarded to Phelps if he were to win seven
gold medals in either the 2004 or 2008 Summer Olympics. Though he did not
achieve this standard at the 2004 Games, the potential for this payout generated
considerable discussion and publicity. And should Phelps succeed in 2008, there is
no doubt but that his prize will be discussed in the various media. Whether simply
an unattained incentive or a realized prize, its availability undoubtedly caused
some people to incorrectly associate Speedo with the IOC and the Olympic Games.

4. Purchase Advertising Time during the Rebroadcast

Events are often rebroadcast after the initial live broadcast has taken place. The
original broadcast may have been on free-to-air TV, pay-per-view, or a premium
cable or satellite network such as ESPN, Fox, or Sky Sports. These initial
broadcasts are often very expensive for advertisers, and access may be limited by
category exclusivity agreements. So it may neither be economically viable nor
even possible for some companies to purchase commercial time for the original
broadcast. Many events are shown again and again after the original airing. For
these subsequent broadcasts, access may not be limited, thus potentially opening
up opportunities for non-sponsors that were previously excluded. Additionally, the
cost of advertising time may be greatly reduced. These opportunities give
companies a chance to associate themselves with an event in the minds of some
key target markets. Events that are often aired well after the live competition takes
place include the NFLs Super Bowl, Premier League soccer matches, Super 14
rugby matches, and Formula 1 races.

5. Engage in Advertising to Coincide with the Timing of the Event

Advertising designed to fit this description falls into one of two categories:
 Themed
Traditional.

Themed advertising is represented by creative components that are related to the

property or event being ambushed. One of the strategies used by Wendys in its
effort to ambush McDonalds Winter Olympics sponsorship was to feature former
Olympic ice skating champion Kristi Yamaguchi in a series of advertisements that
aired prior to, during, and after the Olympic competition. Similarly, part of the
aforementioned Nike strategy when Reebok was to feature a number of athletes,
including former Olympic champion Carl Lewis. Themed ads do not necessarily
feature famous athletes. They instead focus on similarities with the event. If the
ambush effort is directed toward a golf tournament or its sponsors, the creative
aspects of the advertising could feature golf situations. Efforts directed toward the
Olympics could feature competition similar to the popular events. A second
component of the aforementioned Wendys campaign was to feature the
companys president in advertisements making fun of his lack of skills in his
presumed efforts to ski, play hockey, or drive a bobsled. Consumers saw Wendys
advertisements with a winter sports theme broad-
cast during times that coincided with the Olympic Games, and many erroneously
assumed a relationship between the company and the event. Similarly, Nike leased
outdoor signage on the roads leading to Olympic venues in Salt Lake City. These
themed billboards helped to create the impression that Nike was an official sponsor
of the Winter Olympics.

In Traditional advertising strategy a company decides to pursue its marketing

objectives by speaking or acting against a sponsors advertising with its own
messages. Since the marketer is simply trying to overcome the sponsors advantage
by promoting its own strengths, few would consider this strategy to be parasitic. As
noted earlier, being an event sponsor does not make a company immune to efforts
by competitors to create brand preference for their own products. Still, some critics
view these actions to be ambush marketing efforts when the advertising is executed
around the same time frame as the event.

6. Other Dilution Strategies

This category comprises of activities which dilutes the advantage held by the
sponsor. A non-sponsor may purchase tickets to an event with which it is seeking
to create the perception of an association. By distributing these tickets to
customers, employees, or as prizes in contests, an association may be assumed by
some people in the market. If so, the ambush effort has been effective. Another
commonly used dilution strategy is the confusion technique. In this technique the
ambusher to develop creative promotions that consumers naturally associate with
the event or property. Steinlager Beer was an official worldwide sponsor for the
1991 World Cup of Rugby. The English rugby team is generally a strong
contender; therefore it is a valuable property for a sponsor. During the competition,
the English team would play its anthem, the familiar song Swing Low, Sweet
Chariot. Fosters Beer introduced its advertising theme song Swing Low,
Sweet Carry-out sung to the same beat and tune as the English teams anthem
which outraged Steinlager executives.

Yet another strategy is to sponsor other events that take place in the venue
of the event being ambushed. This strategy allows the ambusher to create an
indirect association with the event. Additionally, photos used in subsequent
advertising further reinforce the misinterpretation that the ambusher is affiliated
with an event when it is not. Remember that Ansett Australian Airlines was the
official airline of the Sydney Olympics. Major competition took place at Stadium
Australia outside of Sydney. Qantas Airlines sponsored the Bledisloe Cup, a
rugby competition played between Australian and New Zealand national rugby
teams. The event was also contested at Stadium Australia. Later advertising that
featured Qantas and the stadium created further confusion as to who the official
Olympic sponsor actually was. Pictures in advertising placed Qantas at Stadium
Australia during the Olympic competition which is what the ambusher actually
wanted. This is why event organizers have begun to demand clean stadia devoid of
any signs as a condition for staging their events in a particular city, stadium, or
arena.
A tactic that was a recent source of controversy is to encourage the wearing of
clothing at an event that represented non-sponsors. Non-sponsors often give
free T-shirts to fans in the hope that they will wear them to the event. In addition to
clothing, the ambush strategy may call for the distribution of flags, signs, or other
items that display the logo of a non-sponsor. Ambushers have been known to
display of their brand names and logos by hiring fans to wear their shirts and wave
their flags. The controversy arises when a fan is confronted and the offending
items are seized. What the organizers perceive as an ambush marketing strategy
may sometimes be a fans decision.
 Some Examples of Ambush Marketing

Ambush marketing comes in a variety of forms, but at its core it is focused

at drawing attention from a lead brand into another through creative
efforts.

While ambush marketing happens with all types of properties ranging from
small, local festivals to major entertainment events, there is no doubt that the
most aggressive activities take place when the stakes are the highest. Many
marketers choose to ambush because the cost of sponsoring major events is so
high. Or perhaps they are given no alternative except to ambush because a
competitor aligned with the event has category exclusivity. As a result, ambush
marketing activities take place every day. The following examples illustrate the
efforts of ambush marketers across the globe.

1. Rona catches Apples paint

In Canada, Montreal, Apple had a billboard promoting the iPod Nano, where the
colour of the iPod would drip down at the bottom. Home improvement chain Rona
saw a great opportunity and pulled off perhaps one of the greatest ambush
campaign stunts. They placed a banner below Apples billboard so that it looked
like the paint was falling into buckets. The text on their banner translated into:
We recycle leftover paint.
 2. Snapdeal ambushes Flipkarts Big Billion Day thunder, as Amazon is
left amazed

Its not new for ecommerce players in India to troll each other; in fact all the three
market leaders Amazon, Snapdeal and Flipkart have openly challenged each other
with their creative campaigns; just remember #AchchaKiya,
#AchchaKiyaBataDiya & #YahanDekhlo hashtags.
But in October 2015, competition among the rivals moved to another level, when
the brand war moved to print during the Diwali festival season sale where all the
brand biggies were not only present on the front page of leading dailies in India,
but were also creatively trolling each other with witty content.

Amazon announced The Great Indian Festive Sale on Hindustan Times, Mint,
Times of India and Navbharat Times; Flipkart promoted its sale Big Billion Days
by taking over the front and back pages of The Times of India, Hindustan Times
and Dainik Bhaskar. Abhi Nahin toh Kabhi Nahin is what Flipkart reminded its
consumers. But the one that stole the show was Snapdeal with its creativity and wit
as they released a clever ad campaign by taking a dig at both its rivals Flipkart
and Amazon. The full-page ad appeared in The Times of Indias third page, which
read You dont need a BILLION offers to amaze you. You just need to snap
the best ones. For the best offers this Diwali, shop only on Snapdeal.

We cant comment on which brand got the maximum sales but Snapdeal definitely
won the Ad war over Flipkart and Amazon.
 3. AUDI VS. BMW

Perhaps, one of the most famous examples is the 2009 Audi and BMW billboard
war in Santa Monica. Audi thought theyd be clever and issued a challenged to
BMW with an image of the Audi A4, accompanied by the words: Your move,
BMW. Of course, BMW answered. Right next to the Audi advert they threw up
an image of the BMW M3 and said, Checkmate. Everything then got slightly out
of control when fans took to photoshop and decided to craft their own responses,
including the BMW sign flying a blimp with a picture of its F1 entry.
ADVANTAGES AND DISADVANTAGES OF
MARKETING

ADVANTAGES OF AMBUSH MARKETING:

Gives a Level Playing Field

Ambush Marketer are advantageous for Non Sponsors to increase their brand
awareness and identity thus giving them a level playing field against their rivals
who have attained a high platform by attaining Sponsorship right, while not
spending the money to be a sponsor.

Competitive Marketing
Ambush marketing according to some analysts is a form of competitive marketing.
When there is an increase in competition the prices go down and there is a
complete picture for the consumer.

Its cheap and effective

This is the argument put forward by Ambush Marketers which points out to the
fact that every company resorts to such strategy, since it is cheap and effective.

Benefits not meeting price

Sponsoring an event requires millions of dollars as sponsorship fees. The benefits
derived out of such sponsorships are not matched by the benefits derived which are
limited in number.
 Win-Win situation for everyone
Advertisement and marketing people of both company are happy because of the
sudden increase in media spends, increased distribution channels and increased
traffic to the store. These spurge the revenues of both media and company people
and hence nobody loses
 DISADVANTAGES OF AMBUSH MARKETING

Ethical issue:
The argument waged against Ambush Marketing is that it is against ethical norms
to ambush someone who has paid millions of Dollars for recognition as an
Olympic Sponsor.

Financially Detrimental
The argument raised by Event Organizers is that Ambush Marketing will make
finding sponsorship difficult in the future and this will be detrimental to the
holding of such event in the future, as it will be beneficial for the company to be an
ambusher.

Confusion
The argument here is that Ambush Marketers confuse the audience about the
Sponsors of the event and decrease the commercial value of the event.

Not good for Image of the firm

The argument being raised is that Ambush marketing could do more worse than
good to the image of the Ambush Marketer if the audience perceives it as an anti-
event activity.
WHENSHOULDAMBUSHMARKE
Unhealthy competitive environment
Ambush marketers create unhealthy competitive environment which will bring
prices down.
 CONCLUSION

From the study it was found that Ambush Marketing helps in brand awareness of
the company. Hence,
Companies can invest less capital with high returns.
In the event a company forges Ambush Marketing it can face legal issues, so
it is better for the company to go for Intrusion Ambush Marketing.
It is evidently difficult to decide whether the practice of ambush marketing is
ethical or not. The answer would depend on who this question is asked to and the
facts involved. Clearly, sponsors which paid heavily for the right to exclusively
promote their goods and services in association with the event a must be
safeguarded against ambush marketing. Definitely for ambush tactics are to be
diminished, additional legal procedures must be adopted.
To conclude capitalism and commercialization, has led to an upsurge in
marketing and advertising. Due to the cut throat competition prevalent today, every
brand is trying to attract the maximum number of consumers through advertising.
However, a good company should just showcase the qualities of its products, rather
that mimicking others and leave it to the consumer to decide on the choices they
offer.