Documente Academic
Documente Profesional
Documente Cultură
Ambush MARKETING
Programme: PGDM/Term-II/Sec-B Batch: (2011-13)
By:
Name : Anumita Adhikari Roll No. : 11DM066 Name : Spandan Mitra Roll No. : 11DM076 Name : Kaibalya Prasad Mallick Roll No. : 11DM086 Name : Wasim Akhtar Roll No. : 11DM096 Name : Bapi Nath Roll No. : 11DM0106
Contents
SL No. Title Pg. No.
1 2 3 4 5 6 7
Introduction Why Ambush Marketing Types of Ambush Marketing Strategies Cases Recommendation Conclusion
Introduction
Ambush means surprise attack or attack from hidden position. Ambush marketing is a marketing practice by which a company takes advantage of event done by other companies without being an official sponsor of an event and without breaking any laws. The Ambush marketing was coined by the famous marketing strategies Jerry Welsh, while he was working as the manager of global marketing efforts for the American Express Company in the 1980s.It refers to companies promoting them with their brands or products by associating them with a team, league or events by without paying for the privilege.
High cost of sponsorship Hype of the events Sponsor has to spend high amount of money for publicity on T.V, print and outdoor advertising Cost effectiveness Brand Awareness
This type of ambush marketing occurs when a business attempts to gets its name, logo or products on the grounds of an event without paying to be there. After the Association of Volleyball Professionals signed a contract with a sport drink, two the sports largest stars signed with competing sports drink. During their matches, the two stars drank the competitors drink during televised matches and place logoed towels on the backs of their chairs during changeovers.
Personnel Ambush:
Having a spokesperson or other individual closely associated with a business, product or service at an event without paying a sponsorship fee is another example of ambush marketing. The celebrity doesnt overtly represent a company or product that competes with the event or an event sponsor. The company sending the celebrity may simply want to promote their product or service by having the public recognize the spokesperson. Buying tickets for a spokesperson in the front row of an event or other televised sightline is one tactic companies use to execute this type of ambush.
Ambush by Association:
Advertising in a way that mirrors the values or theme of an event is a form of ambush marketing. For example, a company might hire an English spokesperson, shoot commercials on the grass court of a country estate and use images of the Union Jack to promote its product during Wimbledon. This closely associates the product with the event without requiring the company to pay the All England Tennis Club sponsorship fees.
Strategies:
Sponsor media coverage for the event:
The ambusher sponsors the broadcast of the event. The benefits of this approach are obvious when one considers that the media audience for most events is much larger than the onsite audience. In such an instance, the ambusher is seeking a perfectly legitimate sponsorship opportunity in its own right.
A company wishing to deny a competitor the full benefits of their event or broadcast sponsorship can engage in ambush marketing by buying advertising time in the slots of around repeat telecast of event.
Sponsorship-related contribution to players pool: As well as purchasing mass media sponsorship rights,
rivals of official sponsors can sponsor teams or individuals competing within specific events. Examples of this form of sponsorship include adidas sponsorship of Ian Thorpe when Nike was the official clothing supplier for the Australian Olympic team. Curthoys and Kendall (2002) noted that Thorpe was photographed with his towel draped over Nikes logo at a medal presentation ceremony, a gesture they suggest was necessary to protect his personal contract with adidas.
Cases:
which was kind of floating ground. The commercial had the theme of Africa showing football with a group of star players was surely indicating indirect relation to the event. The ad was a eyegrabber and creative. According to the survey done on the recalling of sponsors of FIFA 2010 on the people it was found that upto 35% of people said pepsi as the official sponsor of the event. So Pepsi rode on the coattail of the event and creating their brand awareness.
NIKE the ambush of all ambushes. Saving the US$ 50 million that an official sponsorship would have cost, Nike plastered the city in billboards, handed out swoosh banners to wave at the competitions and erected an enormous Nike centre overlooking the stadium near the athletes village which became the star attraction for the people.
Another example of Ambush Marketing is the campaign of Britannia khao World Cup Jao. Not being the official sponsor of World Cup but still every thought that Britannia was the official sponsor of the event.
It was quick and it was smart. It was an ambush in the skies that Hindustan Unilever launched against arch-rival Procter & Gamble, spoiling the latter's elaborately laid-out plans for its shampoo brand Pantene. The story starts on July 23, when Mumbai woke up to hoardings that screamed: 'A Mystery Shampoo!! 80% women say is better than anything else'. P&G, it was later found, was planning to unveil the new Pantene on August 1. When the suits at HUL found out, they saw an opportunity to score a point. They ambushed P&G. On July 28, even as the P&G hoardings stood tall on its skyline, Mumbai woke up to another hoarding that was upfront, and suggestive of its source of inspiration. It said: 'There is no mystery. Dove is the No.1 shampoo'. Dove is one of the four brands in HUL's shampoo portfolio.
Recommendations:
Restrictions on video clippings: Banning non sponsors
companies using world cup images and World Cup cricket video clips.
Conclusion
It is impossible to completely stop ambush marketing because we can never stop the flow of new, creative and innovative ideas. An event is hit the most with ambush marketing , with it losing its value followed by the official sponsor who end up getting low returns in relation to huge amounts which they invest for sponsorship. Unless there is a proper legislation made to protect the interest of the official sponsors, it might be close to impossible to curb the onslaught of ambush practices.