AMBUSH MARKETING â—๋•

download AMBUSH MARKETING â—๋•

of 18

  • date post

    03-Apr-2018
  • Category

    Documents

  • view

    215
  • download

    0

Embed Size (px)

Transcript of AMBUSH MARKETING â—๋•

  • 7/29/2019 AMBUSH MARKETING

    1/18

    sahil singla 1

    AMBUSH MARKETING

    PRESENTED BY:- SAHIL SINGLA

    MBA-09/50

  • 7/29/2019 AMBUSH MARKETING

    2/18

  • 7/29/2019 AMBUSH MARKETING

    3/18

    sahil singla 3

    Meaning of ambush marketing

    Ambush marketing as a situation in which a company

    or product seeks to ride on thepublicity values of amajor event without having to finance the event

    throughsponsorship. It is a marketing campaign thattakes place around an event butdoes not involvepayment of a sponsorship fee to the event. Most ofthe advertisements are done during major sportingevents.

  • 7/29/2019 AMBUSH MARKETING

    4/18

    sahil singla 4

    Sponsorship

    Sponsorship is a business association

    between the contributor of funds and

    an organization/individual so that thepartnership can be used for commercial

    advantage

  • 7/29/2019 AMBUSH MARKETING

    5/18

    sahil singla 5

    ASSOCIATION

    In this form of ambush marketing, the

    ambush marketer misleads the public intothinking that he is an authorised sponsor

    or contributor associated with the event.

  • 7/29/2019 AMBUSH MARKETING

    6/18

    sahil singla 6

    example

    A good example is the Indian cricket team.

    Sponsors like SAHARA, Coke pay for their kit

    and equipment and have their logos all overtheir dress from the helmet to the bat. This is a

    form of advertising which works really well

    because we would be more convinced with ourcricketers sporting these logos.

  • 7/29/2019 AMBUSH MARKETING

    7/18

    sahil singla 7

    Other examples/events

    1984 Olympics;Kodaksponsors TV broadcasts of the

    Games

    1996 Cricket World Cup; Pepsi ran a series of

    advertisements

    1998 World Cup; Nike sponsored a number of teams

    competing in the Cup despite Adidas being the official

    sponsor.

    http://en.wikipedia.org/wiki/1984_Olympicshttp://en.wikipedia.org/wiki/Kodakhttp://en.wikipedia.org/wiki/1996_Cricket_World_Cuphttp://en.wikipedia.org/wiki/1998_World_Cuphttp://en.wikipedia.org/wiki/1998_World_Cuphttp://en.wikipedia.org/wiki/1996_Cricket_World_Cuphttp://en.wikipedia.org/wiki/Kodakhttp://en.wikipedia.org/wiki/1984_Olympics
  • 7/29/2019 AMBUSH MARKETING

    8/18

    sahil singla 8

    Example of ambush marketing

  • 7/29/2019 AMBUSH MARKETING

    9/18

    sahil singla 9

    Ambush marketing can be classified in two parts

    Direct ambush marketing:-In 1994 football worldcup, MasterCard received exclusive rights for using world cup

    logo, but a rival Sprints communication used the logo

    without permission. This is direct attack but can be defendedby laws

    Indirect ambush marketing:-Several ways indirectambush marketing can take place like sponsoring thebroadcast of the event, sponsoring subcategories of the major

    event etc.

  • 7/29/2019 AMBUSH MARKETING

    10/18

    sahil singla 10

    Audience awareness

    When people are

    relaxing they can imbibe

    information faster. Thishelps the brand message

    penetrate effectively

    into the consumer

    psyche.

  • 7/29/2019 AMBUSH MARKETING

    11/18

    sahil singla 11

    IMAGE

    Sponsorship leads to

    the brands image

    enhancement byvirtue of association

    with a high profile

    event.

  • 7/29/2019 AMBUSH MARKETING

    12/18

    sahil singla 12

    Segment targeting

    Sponsorship enables the

    marketers to target their

    consumers in an efficient &

    relevant manner. So ifMercedes Benz wants to

    reach CEOs, they can do so

    more efficiently by

    sponsoring a golftournament than by

    advertising on TV.

  • 7/29/2019 AMBUSH MARKETING

    13/18

    sahil singla 13

    Other options

    Sometimes companieshave no other avenuefor reaching the masses

    due to governmentalrestrictions onadvertising etc. (forexample many

    cigarettes, & alcoholcompanies cannotdirectly advertise)

  • 7/29/2019 AMBUSH MARKETING

    14/18

    sahil singla 14

    Public Relations

    Finally, sponsorships

    give an opportunity

    to get high visibility& Free PR.

  • 7/29/2019 AMBUSH MARKETING

    15/18

    sahil singla 15

  • 7/29/2019 AMBUSH MARKETING

    16/18

    sahil singla 16

    Ambush Marketing should be understood as a

    marketing strategy occupying the consumer mind

    space for an event.

    marketing is done without involving the money for

    advertise the product.

    Investors require return on their investment.

  • 7/29/2019 AMBUSH MARKETING

    17/18

    sahil singla 17

    Reference for any query

    Images fromhttp://www.google.com

    events of ambush marketing from

    http://en.wikipedia.org/wiki/Ambush_marketing

    Other data of ambush marketing

    http://www.mbaarticles.com/ambush-marketing/

    http://www.google.com/http://en.wikipedia.org/wiki/Ambush_marketinghttp://en.wikipedia.org/wiki/Ambush_marketinghttp://www.mbaarticles.com/ambush-marketing/http://www.mbaarticles.com/ambush-marketing/http://www.mbaarticles.com/ambush-marketing/http://www.mbaarticles.com/ambush-marketing/http://www.mbaarticles.com/ambush-marketing/http://en.wikipedia.org/wiki/Ambush_marketinghttp://en.wikipedia.org/wiki/Ambush_marketinghttp://www.google.com/
  • 7/29/2019 AMBUSH MARKETING

    18/18

    sahil singla 18