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    AMBUSH MARKETING

    It gives me immense pleasure to present this project on Ambush Marketing to the

    readers.

    Ambush marketing is very systematic and planned effort by an organization to associate

    themselves not directly with an event in order to get at least some of the recognition and

    benefits that are associated with being an official sponsor

    Ambush marketing takes place when a corporate firm is looking forward to utilize publicity

    value of an event. Ambush marketing is related to setting up some activity which helps in

    making use of event and interest in it, rather than shelling out for direct sponsorship.

    Ambush marketing is something that is happening, every time during the major sports events.

    The major involvement is taken by the cola companies like Pepsi and Coco Cola where as

    companies like Nike and Reebok have their own ambush marketing strategies.

    This project covers the story of almost all the major players with the event examples. Hope

    this project proves to be of some help in the near future to the readers

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    AMBUSH MARKETING

    This project explains the term ambush marketing and how MNCS like Pepsi ,Coco Cola,

    Nike, Vodafone are involved in ambush marketing

    What strategies they have undergone?

    In which event?

    Were they successful?

    What was the effect on competitor?

    The project also covers the types of ambush marketing

    Objectives of project

    To know about the term ambush marketing

    To know the benefits of ambush marketing to the companies, organizers etc

    Can I practice Ambush Marketing in my own business?

    How ambush marketing is beneficial to a marketing manager?

    The steps in ambush marketing

    To know the difference between corporate sponsorship and ambush marketing

    During CRICKET WORLD CUP 2011 in Asia the different advertisement shown on

    television and various articles in newspaper with so much attraction and glamour in it

    help me to take decision for selecting the topic for the project.

    This project is a extract of various news-paper articles, websites, books, personal

    experience.

    To know about the awareness and opinion about ambush marketing among

    management students.

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    AMBUSH MARKETING

    Not many people know about ambush marketing

    Ambush marketing is practiced only by the top MNCS

    Also in top MNCS decision of ambush marketing is taken by the top

    marketing managers

    Consultation work have been done for the project purpose but Ambush

    Marketing is just a unknown term for majority of them

    Because of the above mention reason data from companies and the

    consumers or the local people is not possible. Therefore primary data

    Is been obtained from management students.

    But sincere effort has been taken to complete the project and to make reader

    understand the term ambush marketing

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    AMBUSH MARKETING

    Sr. No. ParticularsPageNo.

    1 CORPORATE SPONSORSHIP 6

    2 THE PROCESS OF CORPORATE SPONSORSHIP 7

    3 BENEFITS OF CORPORATE SPONSORSHIP 9

    4 DRAWBACKS OF CORPORATE SPONSORSHIP 10

    5 AMBUSH MARKETING 13

    6 AMBUSH MARKETING PROCESS 15

    7 ESSENTIALS 17

    8 PEPSI, VODAFONE & NIKE 25

    9 COUNTERING AMBUSH MARKETING 29

    10 AMBUSH MARKETING AT SPORTS EVENTS 32

    11 AMBUSH MARKETING AT ITS BEST 34

    12 PROS 35

    13 CONS 37

    14 CASE STUDIES 39

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    TABLE OF CONTENTS

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    AMBUSH MARKETING

    15 FINDINGS 45

    16 CONCLUSIONS 53

    17 RECOMMENDATIONS 54

    18 REFERENCES 55

    19 QUESTIONNAIRE 56

    SECTION I

    AN INTRODUCTION

    TO

    CORPORATE SPONSORSHIP

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    AMBUSH MARKETING

    Corporate sponsorship can be defined as:

    "Corporate Sponsorship means associating a company or a company's brand with an

    Event to reap benefits associated with that particular event. This is done by paying money

    or making concessions to the Event organizers. This gives the sponsor a right to use the

    event to market the company or company's brand."

    It can also be defined as:

    "A marketing tool that helps a company to form or enhance its image or market its

    products or create or enhance the brands of the company by associating itself with an event

    and using it to do so."

    Thus, Corporate sponsorship means using the attention derived by way of the event to benefitthe firm and paying money or making concessions for being allowed to do so.

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    Identifying Sponsorship AreasIdentifying Sponsorship DetailsApproaching CorporatesEvaluation of ProposalNegotiationsSigning of ContractImplementation of Contract

    AMBUSH MARKETING

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    STEP IIISTEP IVSTEP VSTEP VISTEP VIICorporate Sponsorship ProcessSTEP ISTEP II

    2. THE PROCESS OF CORPORATE

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    AMBUSH MARKETING

    STEP I - Identifying Sponsorship Areas:The Event Organizers identify various categories for sponsorship in addition to the main

    sponsor and co-sponsors.

    STEP II - Identifying Sponsorship Details:

    The organizers then identify the benefits it can give the sponsors (main sponsors, co-sponsors

    and sponsors for various categories) and the price for these benefits.

    STEP III - Approaching Corporates:

    The Event organizers then approach the companies it wants to target and which fall under the

    various categories for sponsoring the event.

    STEP IV - Evaluation of the Proposal by Corporate firms

    The Corporate firm then evaluates the proposal on whether associating with the event would

    benefit the firm's image and the cost of doing so.

    STEP V - Negotiations

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    AMBUSH MARKETING

    Negotiations on the terms of the contract, the benefits and the price takes place between the

    Corporates and the Event Organizers.

    STEP VI - Signing the Contract

    The next step is signing of Contract that lists down the benefits that will be received by both

    the parties and the rights of the sponsor.

    STEP VII - Implementation of Contract

    The final step is implementation of the contract, which involves association of the sponsors

    with the event and preventing competitors of the sponsors from using the event signs and

    symbols for promoting their brand.

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    AMBUSH MARKETING

    Corporate sponsorship is beneficial to both the sponsor in attaining its marketing objectives

    and to the event organizer to make his event happen.

    Audience awareness:

    When people are relaxing they can imbibe information faster. This helps the brand message

    penetrate effectively into the consumer psyche.

    Image:

    Sponsorship leads to the brands image enhancement by virtue of association with a high

    profile event.

    Segment targeting:

    Sponsorship enables the marketers to target their consumers in an efficient & relevant

    manner. So if Mercedes Benz wants to reach CEOs, they can do so more efficiently by

    sponsoring a golf tournament than by advertising on TV.

    Alternative:

    Sometimes companies have no other avenue for reaching the masses due to governmental

    restrictions on advertising etc. (for example many tobacco & alcohol companies cannot

    directly advertise)

    Emotional Touch:

    Sponsoring an event, which is close to the hearts of your target audience, gives an emotional

    touch to the brand of the sponsor.

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    3.1TOTHE SPONSOR

    3. BENEFITS OF CORPORATE

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    AMBUSH MARKETING

    Financial Support:

    Corporate sponsorship gives a financial support to the event organizer, which makes the event

    possible. Without the aegis of sponsors most events including the mega events like FIFA's

    FOOTBALL WORLD CUP would not take place.

    Gives Credibility:

    If an event is sponsored by a major and a well reputed Corporate house then it renders

    credibility to the Event.

    Helps in Marketing the Event:

    Event sponsors will go about promoting their association with the event. This will indirectly

    be of help in the marketing of an event.

    Every coin has two sides. Along with the benefits attention has to be set on the Drawbacks

    associated with an event.

    Dictating Terms:

    Sponsors when they put money into an event they obviously, expect something in return.

    Most event organizers face the problem of the sponsor dictating terms.

    Diversion from the Event:

    Event organizers are required to display the logos and banners of sponsors. In addition to this,

    they may have to announce the name of the sponsors on a regular basis (as per the terms of

    the contract). This may result in a diversion from the actual event. Not many spectators or

    audiences will like this.

    Dilution of Control:

    There is a dilution of Control from the Event Organizers point of view. Sponsors gain more

    importance than the Event Organizers.

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    3.2 TOTHE EVENT ORGANIZER

    4.1 TOTHE EVENT ORGANIZER

    4. DRAWBACKS & THREATS OF

  • 8/3/2019 Ambush