What is Ambush Marketing

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Ambush Marketing Presentation

Transcript of What is Ambush Marketing

GROUP

NAME OF GROUP MEMBER Bhalani Dhaval .A. Khanasiya Hitesh .R. Donga Gautam Antala Keyur Beladiya Paresh Navadiya Sanjay .A. Moradiya Vishal.B. PaghadalMahesh .B.

SPONSORSHI P

SPONSORSHIP Definition: An investment in an activity in return for access to the exploitable commercial potential associated with this activity.

ASPECT OF SPONSORSHIP 1) Public Relation2) Sales Promotion

FEATURES OF SPONSORSHIP Very costly

It requires other promotional activity

WHAT IS AMBUSH

WHAT IS AMBUSH Definition: MARKETING?

Ambush marketing unauthorized association business with the marketing of event. i.e. without paying marketing rights.

is of an for

Term first coined by marketing expert Jerry Welsh At American express .

WHY AMBUSH MARKETING?

WHY AMBUSH MARKETING ? Difficult for marketer to spend for the high cost. E.g. Pepsi paid $22mn to become a global sponsor of the two world cup and ICC Tournament. Hype environs of mega events. E.g. Olympic, FIFA world Cup , ICC World Cup

WHY AMBUSH MARKETING ?

Sponsor has to spend huge amount for publicity on T.V, Print and Outdoor Adv. Ambush Marketing is cost effective. Other than sponsor has best option, Ambush Marketing.

HOW IT IS DONE?

HOW IT IS DONE?Many way to hijack the credit of official sponsor and steal the show Direct Indirect

DIRECT AMBUSH MARKETING It is done by,1. Claiming as official sponsor of supplier of particular team.

DIRECT AMBUSH MARKETING

It is done by, 2. By Authorized used of the registered event logo on merchandise.

DIRECT AMBUSH MARKETING E.g. During 1994 Football world cup, Master card had exclusive rights, but Sprints Communication rival of the Master card used the logo of World Cup without any permission and even without paying a penny of the sponsorship.

INDIRECT AMBUSH 1. Sponsoring the MARKETING broadcast of the2. 3.

4. 5.

event Sponsoring sub categories within the event. Purchasing Adv. Time around relay of event sponsored by the competitors. Making the sponsorship related contribution to a players pool. Engaging in major non-sponsorship promotions

INDIRECT AMBUSH MARKETING the broadcast of the 1. Sponsoringevent.

INDIRECT AMBUSH MARKETING 2. Sponsoring Sub-categories within theevent.

INDIRECT AMBUSH MARKETING 4.Purchasing advertising time around relaysof the events sponsor by the competitors.

INDIRECT AMBUSH MARKETING3. Making a sponsorship related contribution to a players pool.

INDIRECT AMBUSH 5. Engaging in major non-sponsorship MARKETINGpromotions

INDIRECT AMBUSH MARKETING6. Co-sponsorship

OTHER AMBUSHING STRATEGIES

OTHER AMBUSHING 1. Using photographs of theSTRATEGIES place associatedwith event

OTHER AMBUSHING 2. Associating the image of STRATEGIES progressiveplayer with the brand .

OTHER AMBUSHING 3. While advertising giving the reference of STRATEGIESsporting event.

OTHER AMBUSHING STRATEGIES consumer using the 4. Misleading themarketing techniques.

e.g. offering the tickets of particular event as prices like

Britannia Khao World Cup Jao

OTHER AMBUSHING STRATEGIES t-shirts, flags which 5. Distributing thedisplay brand name

OTHER AMBUSHING 6. Creating confusion in mind of audience STRATEGIES

booking billboards near the event venues.

ADVANTAGE S

ADVANTAGES Maximum Return Effective In Hampering The Branding Efforts Of Sponsor Save Money More Effective

ADVANTAGES

NEGATIVE IMPACT OF AMBUSHING

NEGATIVE IMPACT OF AMBUSHING

Unhealthy Competitive Environment Commercial Value Of The Event Decreases. Degrade The Ability Of The Organizer To Attract Future Sponsor. Sponsor Cant Get The Return He Expected

NEGATIVE IMPACT OF AMBUSHING

REMEDIES AVAILABLE

REMEDIES Direct Marketing AVAILABLE is against the law. Provision of laws to stop direction form of ambush marketing. -Olympic in Insignia Protection Act 1987 -Olympic in Insignia Protection Amendment Act 1994. -Sydney 2000 Act.

REMEDIES AVAILABLE Other laws like , Trade Practices Act Trade Mark Act The Copy Right Act The Counterfeit Goods Act Merchandise Marks Act

A VISIONARY Sports industry provide APPROACH

great opportunities for sponsorships. So Question arise will sponsors protected from ambush marketing in future. Commonwealth Games in the year 2010 held in India. In India Cricket enjoys maximum patronage so such laws are required as early as possible.

STRATEGIES OF SPONSORS

STRATEGIES OF Restricting the SPONSORS rights that playersgrant to their individual sponsor. E.g. 2006 World Cup

Selling the merchandise of the event only authorized outlets Restricting the ambusher's indirect and onside activities.

STRATEGIES OF SPONSORS Letting the people acknowledgethat the activity of ambusher unofficial and destructive to sports Taking the help of government agencies to protect the intellectual property in the event.

FUTURE OF AMBUSH MARKETING

For the 2011 Rugby World Cup and the 2015 Cricket World Cup, New Zealand is planning to enact laws to combat ambush marketing, according to former Sports Minister Trevor Mallard.

CONCLUSION

THANK YOU