AMBUSH MARKETING ●๋•
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Transcript of AMBUSH MARKETING ●๋•
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AMBUSH MARKETING
PRESENTED BY:- SAHIL SINGLA
MBA-09/50
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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.
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Sponsorship
Sponsorship is a business association
between the contributor of funds and
an organization/individual so that thepartnership can be used for commercial
advantage
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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.
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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.
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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 -
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Example of ambush marketing
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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.
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Audience awareness
When people are
relaxing they can imbibe
information faster. Thishelps the brand message
penetrate effectively
into the consumer
psyche.
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IMAGE
Sponsorship leads to
the brands image
enhancement byvirtue of association
with a high profile
event.
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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.
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Other options
Sometimes companieshave no other avenuefor reaching the masses
due to governmentalrestrictions onadvertising etc. (forexample many
cigarettes, & alcoholcompanies cannotdirectly advertise)
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Public Relations
Finally, sponsorships
give an opportunity
to get high visibility& Free PR.
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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.
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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/ -
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