Ambush Mktng

download Ambush Mktng

of 15

  • date post

    03-Jun-2018
  • Category

    Documents

  • view

    220
  • download

    0

Embed Size (px)

Transcript of Ambush Mktng

  • 8/12/2019 Ambush Mktng

    1/15

    BY:

    DEEPAK

    M.COM. , SEM II

    GROUP B

  • 8/12/2019 Ambush Mktng

    2/15

    A planned effort (campaign) by anorganization to associate itself indirectly

    with an event in order to gain at leastsome of the recognition and benefits thatare associated with being an officialsponsor.

  • 8/12/2019 Ambush Mktng

    3/15

    A companys attempt to capitalize on thegoodwill, reputation, and popularity of aparticular event by creating anassociation without the authorization orconsent of the necessary parties.

    MORE FIERCE WHEN THE STAKESARE HIGHEST!

  • 8/12/2019 Ambush Mktng

    4/15

    Buying commercial time prior to andduring event broadcasts (Ex. Amex 92 and94 Winter Olympics)

    Sponsoring the broadcasts of events ratherthan directly sponsoring the event. (Ex.Wendys on ABC at 88 Calgary)

    Sponsoring individual teams and athletes(Ex. Pepsi and Magic in 92 Barcelona)

    Using sport event tickets in consumergiveaways, sweepstakes, or contests

  • 8/12/2019 Ambush Mktng

    5/15

    Arguably, the greatest

    ambush moment in the

    Olympic history when MJ

    ( a Nike icon)

    Covered the Reebok logo

    with

    The American flag

  • 8/12/2019 Ambush Mktng

    6/15

    Amex vs. VISA over two Winter

    Olympics got into cat-fight of sort:

    The Olympics only take VISA

    (VISAthe official sponsor) vs.

    You dont need a visa to travel

    To Norway (AMEX)

  • 8/12/2019 Ambush Mktng

    7/15

    Nike Park built in La Defense

    (Paris) during the 98

    FIFA World Cup in France

    A signature Nike move.

    Its an interactive soccer

    Theme park featuring Nike

    Athletes, products, ads, and

    Fun gamesetc.

  • 8/12/2019 Ambush Mktng

    8/15

    A bold initiative by a Japanese

    beer

    Brand at the 2002 FIFA WC, but

    It was effectively terminated

    upon

    FIFAs order. Budweiser was the

    Official beer sponsor with

    pouring

    Rights inside the stadia.

  • 8/12/2019 Ambush Mktng

    9/15

    At the 2006 FIFA WXC in

    Germany,Luftansathe German national

    Carrier put this soccer ball

    wrapping

    Around the tip of the aircraft

    In an attempt to create falseAssociation about the official

    Airline of the World Cup (which

    Was Emirates).

  • 8/12/2019 Ambush Mktng

    10/15

    In October 2011, Samsungambushed theAustralian launch of the iPhone 4Sby settingup pop-up storenear Sydney's Apple Store;

    where it sold its flagship Galaxy S IIsmartphoneto the first 10 people in line dailyat a discount price of $2 AUD.

    http://en.wikipedia.org/wiki/Samsunghttp://en.wikipedia.org/wiki/IPhone_4Shttp://en.wikipedia.org/wiki/Pop-up_retailhttp://en.wikipedia.org/wiki/Apple_Storehttp://en.wikipedia.org/wiki/Samsung_Galaxy_S_IIhttp://en.wikipedia.org/wiki/Smartphonehttp://en.wikipedia.org/wiki/Australian_dollarhttp://en.wikipedia.org/wiki/Australian_dollarhttp://en.wikipedia.org/wiki/Smartphonehttp://en.wikipedia.org/wiki/Samsung_Galaxy_S_IIhttp://en.wikipedia.org/wiki/Apple_Storehttp://en.wikipedia.org/wiki/Pop-up_retailhttp://en.wikipedia.org/wiki/Pop-up_retailhttp://en.wikipedia.org/wiki/Pop-up_retailhttp://en.wikipedia.org/wiki/IPhone_4Shttp://en.wikipedia.org/wiki/Samsung
  • 8/12/2019 Ambush Mktng

    11/15

  • 8/12/2019 Ambush Mktng

    12/15

    Increasing cost of sponsorships:Theincreasing cost of sponsorships has alsoincreased sponsor's emphasis on return-on-

    investment. Limitation to freedom of expression:Specific

    regulations (and or laws) demanded bysponsors to guarantee their exclusive rights

    limit the freedom of expression of visitors toevents (e.g. those who have been given freegoods by the ambush marketeer).

    http://en.wikipedia.org/wiki/Freedom_of_expressionhttp://en.wikipedia.org/wiki/Freedom_of_expression
  • 8/12/2019 Ambush Mktng

    13/15

    Responsibility of event organizers to developprograms that will enhance and protectsponsors.

    Consumers must be educated about themeaning of official sponsor.

    This is the responsibility of both the sponsorand the sponsee.

  • 8/12/2019 Ambush Mktng

    14/15

    NOT illegal

    Likelihood of confusion does not apply

    London Olympics Bill: To protect the integrity

    of London Olympic sponsorships - First rights on nearly all major city boards

    at the time of the games

    - Proposed protection of certain words

    (games, medals, gold, silver, bronze, 2012,sponsor, summer , London 2012etc.)

  • 8/12/2019 Ambush Mktng

    15/15