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Transcript of Ambush Marketing
ANUJ MISHRA ( 03 ) SAURABH TRIPATHI ( 23 ) MOHAMMAD ( 13 )
IIPM C1 s Group No . 3
PRESENTING AMBUSH MARKETING
OUR OFFICIAL SPONSOR
Heineken s Campaign in FIFA World Cup
SPONSORSHIP Sponsorshipis a cash and/or in-kind fee paid to a property (typically in sports, arts, entertainment or causes) for promoting a brand.
It is a part of the companys entertainment program.
It leads to the 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.
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).
Public Relations : Finally, sponsorships give an opportunity to get high visibility & Free PR.
Ambus h Marketing Ambush Marketing should be understood as a marketing strategy occupying the consumer mind space for an event. Ambush marketing as a situation in which a company or product seeks to ride on the publicity values of a major event without having to finance the event through sponsorship. It is a marketing campaign that takes place around an event but does not involve payment of a sponsorship fee to the event and using the platform of the major sponsor of the event.
In 1994 football world cup, 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 defended by laws.
Direct Ambush Marketing
Several ways indirect ambush marketing can take place like sponsoring the broadcast of the event, sponsoring subcategories of the major event etc. It would be pertinent to review why exactly companies do sponsorships as a part of their marketing programs because this will help explain the implications of ambush marketing Indirect Ambush
Jet Airways / KingfisherHere KINGFISHER used the platform set by the close competitor JET AIRWAYS
JET AIRWAYS / KINGFISHER / GO AIRHere GO AIR beat JET AIRWAYS or KINGFISHER by proceeding one step further
PEPSI v / s Coca - Cola
HUL s Dove v / s P & G s Pantene
NIKE s Ambush Marketing
SP Jain on IIPM
WAL MART on BIG BAZAAR
Kingfisher on Go Air
Vodafone on TATA DoCoMo
AirTel on AIRCEL
Conclusion The word "ambush" as used in the expression ambush marketing, means "an attack from a hidden position. And we were doing the same in the given presentation. Ambush marketing can be defined as a marketing strategy wherein the advertisers associate themselves with, and therefore capitalize on, a particular event without paying any sponsorship fee. This idea of marketing can change the scenario of Advertising, sponsorship and Marketing.