Ambush Marketinggg

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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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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


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AMBUSH MARKETING

Success related to event:

Success of a sponsorship is directly related to the success of the event being sponsored. If the

event being sponsored has failed to draw crowd or attention or has been a failure then the

sponsors brand will suffer.

Audience's reaction:

The distraction that is being caused due to the sponsor or his brand may result in an

unfavourable reaction from the audience. This may be in contradiction with what the sponsor

wanted to achieve with the sponsorship.

Price of Sponsorship:

The price of Sponsorship has spiraled over the years. It takes millions of Dollars to attain a

Sponsorship at a prestigious event like the World Cup Soccer or the Olympics. It cost Kodak

$40 million back in 1996 Atlanta Olympics to become a sponsor in its category.

Poor Sponsorship Packages:

The sponsorship deal in any event is limited to a few assets and rights that can be given to the

Sponsor. A sponsor does not have the legal backing nor the protection beyond them.

The biggest threat to Corporate Sponsorship - to both the sponsor and the event organizer is

AMBUSH MARKETING.

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4.2 TOTHE SPONSOR


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AMBUSH MARKETING

SECTION II

AMBUSH MARKETING:ARE YOU THERE WHEN YOU

ARE NOT

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AMBUSH MARKETING

The Oxford dictionary defines Ambush as - "surprise attack by persons lying concealed."

Thus, Ambush marketing can be understood as a surprise attack on an event sponsor by its

competitor.

The official definition of Ambush Marketing can be stated as follows:

"Ambush marketing is the planned effort by an organization to associate themselves

indirectly with an event in order to gain at least some of the recognition and benefits that

are associated with being an official sponsor"

Ambush marketing takes place when a trader seeks to utilise the publicity value of an event,

for instance - a major sports tournament or a concert, to gain a benefit from it despite, not

having any involvement or connection with that event and more particularly, having made no

financial contribution to entitle him to derive benefit from it. Ambush marketing is a radical

concept which involves setting up some activity that makes use of the event and the interest in

it, rather than shelling out for direct sponsorship.

Example: A Pepsi hot air balloon flying above Sharjah, on the day of the Coca Cola Cup

Final.

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5.1 AMBUSH MARKETING: THE


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AMBUSH MARKETING

Ambush marketing can manifest itself in two manners.

FORGING:Often a major event has a name, logo, or other insignia identifying it. Unauthorised

persons use these insignia, or insignia, which are sufficiently similar to the authentic

insignia to cause confusion. In this form of ambush marketing the ambush marketer

misleads the public into thinking that he is an authorised sponsor or contributor associated

with the event.

Example:

During the Football World Cup Collins, a beer company used the marks associated with

the World Cup and was promoting tickets. FIFA fought the case in an Irish court and won

the case against Collins.

INTRUSIONIn this form of ambush marketing, the ambush marketer seeks not to suggest a connection

with the event but rather to give his own name, trade mark, or other insignia exposure

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Ambush MarketingFORGINGINTRUSION

5.2 AMBUSH MARKETING: THE TYPES


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AMBUSH MARKETING

through the medium of the publicity attracted by the event; this is done without any

authorisation of the event organizer. In this type of Ambush Marketing the Ambush

Marketer strives to use the event and the attention gained via the event to promote his

product.

Example:

Pepsi during the 2002 FIFA World Cup did not claim that they were supporting the World

Cup. However, it used the event to promote their product.

"They dont support football the way it should be supported, and yet they are promoting

an association with it, for example, by having a very nice and clever ad with Sumo

wrestlers also involving famous Football stars."

- CEO of FIFA Marketing, Patrick Magyar

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Establishing Marketing ObjectivesEstablishing Promotional StrategySelection of an EventWhy that Event?Willingness to SpendImplementing

AMBUSH MARKETING

Ambush Marketing does not have a set procedure. However, there is a standard set of

procedures followed by companies in the past.

Step 1: Establish your Marketing ObjectivesThe first step is common to whatever Marketing or Promotional Strategy you adopt.

You need to identify the Marketing Objectives of the firm which are based on your

overall Corporate Objectives and on which will be based your Marketing Strategy.

Such a strategy should include identifying your Target Audience, brand image and

brand positioning, etc.

Step 2: Establish your Promotional Strategy

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STEP IIISTEP IVSTEP VSTEP VIHow to go about Ambush MarketingSTEP ISTEP II6. AMBUSH MARKETING: HOW TO GOABOUT IT


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AMBUSH MARKETING

This involves formulating a strategy for Promoting your brand and achieving the

objectives that were set during the previous stage. A decision needs to be made on

how to promote your brand; advertising, corporate sponsorship, etc.

Step 3: Selection of event

After Corporate Sponsorship or using events as a medium of promotion has been

identified as a promotional strategy a decision needs to be made on - which event.

This stage can be broken into two steps

a) Type of Event: Identifying the type of event you want to associate your brand like

Sports or Cultural, etc. This is based on your brand positioning objectives.

For e.g. Nike has positioned its brand as a Sports brand therefore, it has always been

associated with sports event

b) Specific Event: After the Event type has been identified a decision needs to be

made as to, which particular event should be selected for brand promotion.

for e.g. After Nike has identified Sports as the Event type it wants to target, the next

step is to select a specific event, like Ice Hockey or Soccer World Cup.

Step 4: Why do you want to associate yourself with the event

An obvious question that needs to be asked is - Why do you want to associate your

brand with a particular event? Is it essential for your company? Will it give the

company the leverage it wants? Do you think that associating your brand whether

directly or by ambushing will help you position your brand better? Is it in co-operation

with the image you want to create your brand? If the answers to the above questions is

yes. Then, the option with you is to either to sponsor the event or to use Ambush

Marketing.

Step 5: How much are you willing to spend?

This, alongwith other factors will determine whether Sponsoring an event or

Ambushingan event is the option to be selected. If you think sponsoring the event is

worth the investment and it helps you achieve what you want to achieve from the

brand then go ahead with it. However, beware of your competitors who will be trying

to Ambush you. If you actually do sponsor the event then ensure there is enough

protection against potential Ambushers.

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AMBUSH MARKETING

However, if you think the investment required in sponsoring the event is not worth it

and will not help you achieve what you wanted to, from the event. Then Ambush

marketing might be the best bet available to you.

Step 6: Implementing

The last and final step in Ambush Marketing is Implementing your strategies. Ambush

marketing needs to be creative and the ramifications of your strategy needs to be

assessed. Ambush Marketing does not have a set procedure so, your creativity matters

the most. Ambush Marketing implementation has to have a few essentials.

Though Ambush Marketing does not have a set procedure, there are a few essential things that

form part of a successful Ambush Marketing Campaign.

Catch your competitor unawares:Timing of your attack or Ambush needs to be precise. Don't give your competitor (Event

sponsor) the time to react to your ambush, nor should he be given the time to lobby with the

Event organizer to keep a few safeguards in the Event.

Creativity:Creativity stands for'Find out new ways of doing the same thing'. Constantly be on the look

out for new ideas. Your competitor has the advantage of being officially associated with the

event thus, Creativity is the only thing that could give you an edge over your competitor. Rope in the Players:If you can't associate your brand with an Event then, the best thing is to associate your brand

with the players playing in that Sports Event. Pepsi, during the FIFA WORLD CUP 2002

used the likes of Beckham and Roberto Carlos along with other big names in Football to

associate itself with the World Cup. They did it successfully to Ambush the official sponsor

Coca Cola.

Capture media time:Most successful Ambush Marketing attempts were successful because they captured the

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7. THE ESSENTIALS OF AMBUSH


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AMBUSH MARKETING

media time during, before and after the Event. The likes of Pepsi have been successful

because they captured the media time during, before and after the event.

Dont play against the law. Play with it:This is the most essential part of a successful Ambush Marketing. Do not use the logo or

symbols or insignia associated with the event to promote your brand. This may lead to legal

hassles due to Intellectual Property Rights infringement. Intrusion is the best form of Ambush

marketing that needs to be adopted.

SECTION III

CRICKET WORLD CUP 2011

AND AMBUSH MARKETING

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AMBUSH MARKETING

The 2011 ICC Cricket World Cup is the tenth Cricket World Cup and is being played in

Bangladesh, India, and Sri Lanka. It is Bangladesh's first time co-hosting a World Cup. Allmatches in the World Cup will be accorded One Day International status, with all matches

being played over 50 overs. Fourteen national cricket teams will compete in the tournament,

including ten full members and four associate members. The World Cup will take place

between February and early April 2011, with the first match played on 19 February 2011 with

co-hosts India and Bangladesh facing off at the Sher-e-Bangla National Stadium in Mirpur,

Dhaka. The opening ceremony was held on 17 February 2011 at Bangabandhu National

Stadium, Dhaka, two days before the start of the tournament, with the final on 2 April 2011 at

Wankhede Stadium, Mumbai.

MoneyGram International

MoneyGram International is a recognized payments services organization. They offer a

number of services and products, which can make money transfer and services easier and

faster. They cater to multi-currency payment policies in most of the cooperating countries.

They make send and receive money from around the world through third party agents.

Reliance Communications

Reliance Communications Limited is the leading telecommunications service provider in

India and one of the top five organizations in the world. Formed by late Shri Dhirubhai H

Ambani, this organization is the pioneer company in telecom industry in this country. 110

million people are connected through their network in India.

PepsiCo

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CRICKET WORLD CUP 2011 AND

Sponsors Of Cricket World Cup 2011


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AMBUSH MARKETING

PepsiCo is a popular beverage company and it will play the role of the official beverage and

snacks partner in this world cup. They are also the official sponsors on Indian Cricket team in

this tournament. Founded in 1995, its reaches are spread across 200 nations in the world.

Emirates

Emirates is one of the esteemed international airlines in the world. Emirates believes that

sports are the basic connecting link with their customers. They have a world wide network of

100 places around the world. They are the official sponsor of the tenth world cup tournament.

Apart from cricket, they are also associated with other sports.

Reebok International Limited

Reebok International Limited is a British company, which many manufacture apparels and

footwear. Earlier known as Mercury Sports, Reebok was taken over by ADIDAS in 2006.

Reebok is the official partner in this tournament and at the same time has endorsed a number

of players such as Mahela Jayawardene, Shoaib Malik, VVS Laxman, Mahendra Singh

Dhoni, Chris Gayle etc.

Hero Honda Motors Ltd

Hero Honda Motors Ltd is an Indian based automobile company. They have promoted anumber of sports events and in 2011 cricket world cup, they are the official sponsors. Hero

Honda Motors Ltd sponsored Hero Honda Cup in 1993 and World Cup in 1999. They also

sponsor a number of players in the Indian squad.

LG Electronics

LG Electronics is one of oldest sponsors of Cricket World Cup. LG Electronics is a principal

electronics company in India. It promotes cricket around the world with its sponsorship. LG

Electronics is famous for its home appliances and mobile communication systems. Its services

and products reach approximately 85000 people in the country.

ESPN STAR Sports

ESPN STAR Sports is a leading live sport channels in the Asian continent. They are being

telecast in 24 different countries through 17 networks. They offer world-class sports event for

Asian viewers. It reaches 310 million people within a few seconds. ESPN STAR Sports is the

main broadcasting partner among the 2011 cricket world cup sponsors.

Yahoo! Inc

Yahoo is one of the leading Internet Brand in the world and the official online communication

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AMBUSH MARKETING

partner in 2011 cricket world cup.

The International Cricket Council (ICC) has threatened to throw any player out of the World

Cup 2011, who is found to be indulging in ambush marketing.

(Any player) breaches the squad terms may face sanctions, David Becker, ICCs legal head

stated in a memo saying that the guilty player may be excluded from the event along with

financial penalties.

The memo was sent to all the international players and the cricket boards of the participating

countries regarding guidelines for commercials and endorsements during the World Cup.

The memo read that the squad members could not allow their names and images to be used by

any third party for any commercial purpose that implies its direct or indirect association with

the event.

According to the memo, the players would not be able to endorse a brand seven days prior to

the start of the World Cup and the restriction will end only when a team is knocked out of the

much-awaited event.

Becker stated that the players are barred to advertise a brand or insignia of any third party on

team uniform, team kit or practice kit or any other clothing directly related to the game.

However, the ICC has allowed the members to feature in any advertisement if they are

appearing in casual clothing and not representing national colors.

The issue caused a huge ruckus during the 2007 World Cup and it directly affects the players,

who have already tied themselves with their respective Indian Premier League (IPL)

endorsements.

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ICC World Cup 2011, ICC to tackle players involved in ambushmarketing


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AMBUSH MARKETING

M.S Dhoni (for SONY and Aircel)

A high-visibility print campaign and hoardings by Sony featuring India cricket captain MS

Dhoni has landed in controversy just days before the start of the world cup, with the

International Cricket Council checking out if it is a case of ambush marketing. The campaign,

that shows Dhoni playing cricket in blue clothes, has not gone down well with the ICC, which

has laid down strict guidelines for protecting its sponsors against any form of ambush

marketing , two officials close to the

developments told ET. The advertisements

promote Sony's high-definition televisions.

The country's top consumer electronics

company LG India is the official world cup

sponsor for consumer durables. "The ICC is

discussing the matter with Sony India, the

BCCI (Indian cricket board) and the cricketer's

managers," said one of the officials working closely with ICC on sponsorship rights. "It seems

to be a borderline case of ambush marketing," said the person , requesting anonymity. As per

ICC guidelines against ambush marketing, only official sponsors can show cricketers

participating in the tournament in team colours and official gear.

Indian skipper MS Dhoni got himself entangled in the International Cricket Council's ambush

marketing clause and was reprimanded by the apex body for its violation.

The game's governing body has taken a strong exception to Dhoni promoting Sony and Aircel

ads and has asked the Indian wicketkeeper batsman to remove the posters promoting non-

World Cup sponsors.

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Players and brands involved in ambush marketing (Cricket World

cup 2011)


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AMBUSH MARKETING

Dhoni's manager, however, claims that the campaign doesn't account for ambush marketing as

the said advertisements encash only Dhoni's reputation, goodwill and popularity.

But the ICC has allowed squad members to appear in an advertisement or an endorsement

during the mega-event if they wear cricket whites or "any other casual formal or leisure

wear", provided they don't appear in the national colours of their team and there is no direct

association with the World Cup or usage of logos of the ICC or the tournament.

Sachin Tendulkar: ( for Coca cola )

PepsiCo's rival Coca Cola has said that it will not roll out any campaign during the World

Cup using Sachin Tendulkar. The company had last month announced him as its 'Happiness

Ambassador'.

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AMBUSH MARKETING

SECTION IV

THE MASTERS OF

AMBUSH MARKETING{ A SPECIAL STUDY OF NIKE, PEPSI & VODAFONE ON THEIR

AMBUSH MARKETING TACTICS}

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AMBUSH MARKETING

There is 'NOTHING OFFICIAL ABOUT IT' when it comes to Pepsi and its Marketing

strategies. Pepsi has been a major contributor of finance to sporting facilities. Pepsi has over

the years used Sporting events to promote and enhance its brand image, be itOfficially(Official sponsor) or unofficially(Ambush Marketing).

The two major events where Pepsi has successfully resorted to AMBUSH MARKETING

have been the ICC CRICKET WORLD CUP in 2007 and the FIFA FOOTBALL WORLD

CUP in 2002.

Well there is Nothing Official about the fact that Pepsi was present at the ICC CRICKET

WORLD CUP 2007 whether, officially or unofficially.

Official Sponsor:

Coca Cola was the official soft drink of the ICC CRICKET WORLD CUP. Coca Cola started

promoting itself as the Official Soft drink of the ICC Cricket World Cup held in West Indies.

Ambush Strategy:

Pepsi responded to the Coca Cola promotion of the official Soft Drink of the Cricket World

Cup, 2007 by carrying out a mega media campaign with the punch line NOTHINGOFFICIAL ABOUT IT. To carry out its campaign Pepsi roped in the SACHIN

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PEPSI AT ICC CRICKET WORLD CUP 2007

8. PEPSI, VODAFONE & NIKE:

8.1 PEPSI: YEH DIL MAANGE MORE, AHA!!!


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AMBUSH MARKETING

TENDULKAR. The use of Sachin Tendulkar to promote its brand by using the attention

gathered because of the event undermined the success of Coca Cola as an Official Sponsor.

Pepsi was at its AMBUSHING BEST at the FIFA FOOTBALL WORLD CUP, 2002 held in

Korea and Japan.

Official Sponsor:

Millions of Dollars were spent by Coca Cola to get the Official Sponsorship of the FIFA

FOOTBALL WORLD CUP, 2002. But at the end of the event Pepsi went with the honours of

capturing more attention than Coca Cola got

Ambushing Strategy:

Pepsi once again used the star power of Major Footballers like David Becham, Roberto

Carlos and other well known Footballers. It came up with an innovative idea of a match

between the Football Stars and Sumo Wrestlers, the prize for the winner being PEPSI.

Though the Sumo Wrestlers won the match, the real winner was Pepsi.

REASON BEHIND PEPSI's SUCCESS

The main reason behind Pepsi's success at Ambush Marketing was that it did make any

direct reference to the event. It merely used the event to successfully capture audience

attention. What made catching attention easier was that it had innovative and creative media

campaign and it used the Stars of the event to promote its brand.

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PEPSI AT FIFA FOOTBALL WORLD CUP, 2002


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AMBUSH MARKETING

Marketers always look for creative ideas to capture audience's attention.

Imagine, two streakers

running nude in the middleof an exciting Rugby

Match. That's exactly what

Vodafone did to try and

attract audience's attention.

Two streakers bearing the

Vodafone logo on their

bodies invaded the pitch

during the second half of a Rugby match between New Zealand and Australia in Sydney.

The streakers ran up to and around New Zealand (All Blacks) player Andrew Mehrtens as

he was preparing for a crucial penalty kick.

Though Australia won the match 16-14 the real winner in terms of capturing public

attention was VODAFONE. This is a case of Ambush Marketing as the official

sponsor of the event was TELSTRA an Australian Telecom company, which is in

direct competition with Vodafone.

Nike leads the pack when it comes to Ambush Marketing. A Swoosh here and a swoosh there.

Nike always manages to find a way to use a popular event like the Olympics to promote its

brand without actually sponsoring the event in any capacity.

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8.2 VODAFONE: ADVANTAGE VODAFONE

8.3 NIKE: JUST DO IT


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AMBUSH MARKETING

Boston Marathon is a 26 mile

marathon race. One such race

took place on April 16, 2007.

Adidas was the official

footwear sponsor of the event.

Adidas had put up hoardings all

over the race track. However,

Nike came up with aninnovative strategy which

involved having a billboard at

the subway tunnel which fell in the path of the race track. Nike had used loads of dirty

socks and had painted the Nike Swoosh and the event date on it. The hit and run campaign

included the use of slogan - right down to the dirty socks

Nike during the World Cup invested in some kind of five-a-side event, as well as putting

electronic score displays with instant updates on the sides of buses.

Nike during the Salt Lake City 2002 Winter Olympics sponsored the teams participating

in the Salt Lake City Ice Hockey Event.

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NIKE AT THE BOSTON MARATHON - 2007

NIKE AT FOOTBALL WORLD CUP - 2002

NIKE DURING SALT LAKE CITY - 2002

NIKE AT OLYMPICS


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AMBUSH MARKETING

In past years, the Olympics have been a playground for ambush marketing techniques. For

example, Nike, not an official sponsor of the 1996 Summer Olympics, constructed a building

overlooking the Olympic Park to associate themselves with the festivities of the Olympic

Games. Nike not only bought up all the out door poster sites in Atlanta, but set up its own

Nike village just next to the official Olympic sponsors village.

CONTROL MEDIA ADVERTISINGThe complete right of an event is with the organizers of the event. Television rights are given

a Television Company (on paying a fee) by the event organizers. Therefore, the organizers

should try and put a clause in the contract with the broadcasting company refraining them

from airing the advertisements of competitors of official sponsors.

This needs to be done because most of Ambush marketing is done through media and

broadcasting companies. Therefore, if this can controlled then Ambush marketing can be kept

in check.

CONTROL PLACEMENT OF HOARDINGS AND BOOTHS IN AND AROUND THE EVENT LOCATIONNike, during the Los Angeles Olympics in 1984 erected huge wall murals near the Los

Angeles Coliseum, which prominently displayed Nike track and field athletes. Another

strategy used by ambushers is to use illustrations or photographs of places, buildings, etc, that

are associated with an event in advertising as background to the ambusher's product. This

undermines the image that the sponsor wants to enhance with respect to the event. The event

organizers (especially the big ones) should control the area in and around the event to counter

such strategies. At Athens, the IOC is trying to protect the rights of its world wide partners

and other sponsors. An IOC sports person says: We are very stringent. From the beginning,

the host country from the Olympics has a contract which induces clauses about brand

protection.

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9. COUNTERING AMBUSH


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AMBUSH MARKETING

There are strict rules that allows only sponsors to associate themselves with the games. As far

as possible, the host city needs to have a clean area around it, where bill boards only carry

advertising from official sponsors.

STOP THE PLAYERS FROM PROMOTING THE AMBUSHERS BRANDThe International Cricket Council (ICC) stopped the players of participating nations from

promoting the brand of competitors of the official sponsors a month before, during and a

month after the event. This created a row between the organizers (ICC) and the players. The

terms of contract were then settled to during the event and 17 days after the event no player

was allowed to advertise for any rival company of the sponsor.

TAKE ACTIONAction needs to be taken, wherever possible, against the companies that use the Event logos

or symbols or insignia to promote its brand or for those who violate the Intellectual Property

rights. More acts should be developed to ensure the protection of sponsors. The United States

of America has an act dealing with the violation of such marketing principles as conveying

the false message that a company is an official sponsor or affiliate when, in fact, it is not. If

the event organizer isn't intent on taking actions then, the sponsors whose rights are violated

should be empowered to do so. ACTIONS AGAINST AMBUSHERS WILL ACT AS A

DETERRENT FOR ANY SUCH ACTIONS IN THE FUTURE.

CREATE AN ANTI AMBUSH CAMPAIGNEvent organizers should create an anti Ambush campaign by making ads and PR strategy to

renounce Ambush Marketing strategies. It should also resort to Press Conference renouncing

actions of Ambush Marketers. An awareness programme should be carried out to ensure that

the audience are aware of who the actual sponsors are. The campaign should focus on the

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AMBUSH MARKETING

negative effects such Ambush Marketing Strategy have on successful conducting of the event.

This will act as a deterrent for Ambush Marketers.

SPECTACULAR TICKETING POLICY:

There should even be a spectacular ticketing policy which means that people can be prevented

from bringing certain items into the viewing areas. The IOC keeps a sharp lookout for

infringements, both by non sponsors and by sponsors who might bend the rules.

SECTION V

THE

DANGEROUS

GAME{ A SPECIAL STUDY ON PRESENCE OF AMBUSH MARKETING AT

VARIOUS SPORTS EVENTS LIKE OLYMPICS, FOOTBALL, CRICKET}

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AMBUSH MARKETING

AMERICAN EXPRESS VS. VISA

In the 1994 Winter Olympics in Norway, American Express's advertising campaign was "If

you're traveling to Lilehammer, you'll need a passport, but you don't need a Visa." Visa was

the official sponsor of those Olympic Games.

NIKE: IT JUST DOES IT

At Salt Lake City, 2002 (Winter Olympics held in Salt Lake City, USA) marketing games are

played with as much vigour as real games.

Despite, Nike not being an official sponsor for the games every hockey team at the Games is

- 34 -

Nike Ambushing Adidas atSalt Lake City

10. 1Lilehammer Winter Olympics, 1994

10. 2 SALT LAKE CITY - 2002

10. AMBUSH MARKETING AT


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AMBUSH MARKETING

outfitted from head to toe, inside and out, by Nike.

With, the cost of sponsorship ranging from $5 million to $50 million (depending on the level

of sponsorship and coverage).

Nike did not have to pay anything for the sponsorship yet the coverage it got out of athletes

sporting Nike swoosh was more than what any official sponsor would hope to get out of an

event. A survey conducted by MSNBC among spectators revealed that people conceived Nike

to be the sponsor of the games.

Korea Japan, 2002 saw Coca Cola being

Ambushed by its rival Pepsi. Coca Cola had

attained the title of Official Soft Drink at

Korea-Japan 2002. However, Pepsi during the

course of the Event and prior to the event aired

Advertisements featuring Top Footballing stars

like David Becham, Roberto Carlos, etc.

playing a match with Sumo Wrestlers for a

PEPSI. The venue was showed as TOKYO, 2002.

AMBUSH MARKETING ATTEMPT AT THE 1999 CRICKET WORLD CUP IN

ENGLAND WAS AVERTED WHEN PEPSI ASKED THE EVENT ORGANIZERS TO

REMOVE COCA COLA LOGOS ON AUSTRALIAN PLAYERS KITS.

- 35 -

10.3 FIFA WORLD CUP Korea-Japan, 2002


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AMBUSH MARKETING

Jet Airways, one of the leading Airways in India anoounced to their customers that they have

changed. Kingfisher Airlines, on top of it whipped them by saying We made them change.

We may probably see the billboard wars hotting up some morethis is one prime adspace

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AMBUSH MARKETING

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AMBUSH MARKETING

SECTION VI

PROS CONS

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AMBUSH MARKETING

Gives a Level Playing FieldAmbush Marketer opens up an Avenue for Non Sponsors to promote their brand awarenessand identity thus giving them a level playing field against their rivals who have attained a

high platform by attaining Sponsorship right.

Competitive MarketingAmbush marketing according to some analysts is a form of competitive marketing. It keeps

the sponsors on their toes and allows for the Consumer to get a complete picture.

Its my turn

This is the argument put forward by Ambush Marketers which points out to the fact that every

company resorts to such strategy. If I do it today someone else will do it tomorrow.

Benefits not meeting priceSponsoring an event requires millions of dollars as sponsorship fees. The benefits derived out

of such sponsorships is not matched by the benefits derived which are limited in number.

- 39 -

12. POINTS IN FAVOUR OF


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AMBUSH MARKETING

Ethical issue:

The argument waged against Ambush Marketing is that it is against ethical norms to

ambush someone who has paid millions of Dollars for recognition as an Olympic Sponsor.

Financially DetrimentalThe argument raised by Event Organizers is that Ambush Marketing will make finding

sponsorship difficult in the future and this will be detrimental to the holding of such event

in the future.

ConfusionThe argument here is that Ambush Marketers confuse the audience about the Sponsors of

the event.

Not good for Image of the firmThe argument being raised is that Ambush marketing could do more worse than good

to the image of the Ambush Marketer if the audience perceives it as an anti-event

activity.

- 40 -

13. POINTS AGAINST AMBUSH


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AMBUSH MARKETING

SECTION VII

CASE STUDY

- 41 -

Zaheer Khan of Indian Cricket

team without the Sahara Logo on

the Shirt.


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AMBUSH MARKETING

STANDOFF BETWEEN ICC AND CRICKET PLAYERS

The International Cricket Council ICC managed to secure $550 million through a commercial

rights agreement for all ICC-run events through 2007, with Global

Cricketing Corporation(GCC).

- 42 -

CASE

14. CASE STUDY: AMBUSHMARKETING AND RELATED


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AMBUSH MARKETING

The contract included sponsors like, South African Airlines, Hero Honda, Pepsi, LG and

others.

However, the contract signed by the ICC and GCC had two major clauses:

- One relating to Ambush Marketing which prohibited a player from endorsing products that

rivaled those of the official sponsors' for a period of 30 days before and after the tournament

and during the tournament.

- the imaging clause, which allowed the official sponsors of the tournament to use images of

participating players for up to six months after the event

This contract was signed by the boards of participating countries. However, the players of the

Indian Cricketing team rejected to go along with this agreement since, they already had long

term commitments with rival companies of those that sponsored the event. Anil Kumble, ace

legspinner of Indian Cricket team said it was a matter of Integrity and not Money.

The standoff between the ICC and the Indian players continued for more than 40 days with

both the Indian players and the ICC refusing to budge. The governing body for Indian cricket,Board of Control for Cricket in India (BCCI) also agreed to compensate the players for any

losses that may occur due to non compliance of their contracts.

At a meeting between the Indian Cricket Players and the ICC a common point was met. The

new terms of the contract were.

- Reducing the duration of the ambush clause from 30 days before and after the event and

during the event to 17 days after the event and during the event.

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AMBUSH MARKETING

The BCCI however, did not agree to these terms as it made BCCI susceptible to claims of

ICC and its sponsors for financial losses.

Only after the BCCI got indemnity from such claims did it allow the Indian Players to

participate in the agreement.

It was a momentary truce before the tempers between the BCCI and the ICC rose again. The

ICC asked the Indian Board to remove the logo of the Indian team sponsor Sahara from the

team shirts since, it was considered to be a competitor of South African Airlines who was an

official sponsor of the ICC champions trophy.

Sahara decided to put the name Subrata instead of Sahara on Indian team shirts. However, this

too was rejected by the ICC.

Finally, Sahara decided to snap its relations of an official sponsor with the Indian Cricket

team.

- 44 -

Zaheer Khan of Indian Cricket teamwithout the Sahara Logo on the

Shirt.


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AMBUSH MARKETING

Section VIII

Research on ambush

marketing awareness

and effectiveness

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AMBUSH MARKETING

RESEARCH AIM:- To find out the awareness and opinion of the management students

for ambush marketing in the market . The research is been focused according to the latest

event of Cricket World cup 2011. Hence more focus was given on that event in my

questionnaire.

RESEARCH OBJECTIVE:-

To know the awareness about ambush marketing in management student.

To find out the opinion about ambush marketing

To find new ways through ambush marketing can be minimize

To know whether it makes any difference in consumers mind

To find out whether these management students will support ambush marketing in

future or not .

RESEARCH HYPOTHESIS:-

Ambush marketing is well known concept among management

students

Ambush marketing is not a good marketing practice.

Ambush marketing is highly practice in todays world and people are aware of it

(majorly management students )

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RESEARCH METHODOLOGY


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AMBUSH MARKETING

Ambush marketing creates negativity of the brand who practices it

MARKETING RESEARCH PROCESSES

Exploratory Research: -

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AMBUSH MARKETING

Exploratory research is conducted when the researches does not no howand why a certain phenomenon occurs. It concerns with discovering the

general nature of problem and the variables that relate to it. It is

characterized by a high degree of flexibility and it tends to rely on

secondary data, convenience or judgment sample, small-scale survey or

simple experiments, case analysis and subjective evaluation of the results.

Four groups, interviewing key customer groups, expert and even search

for printed and publish information on some common techniques

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AMBUSH MARKETING

Data collection technique

Primary data:- Research work collected through survey (Questionnaire .)

SAMPLE DESIGN & SELECTION

A sample design is a definite plan for obtaining a sample from the

sampling frame. It refers to the technique or the procedure, the researcher

would adopt in selecting some sampling units form which inferences about

the population is drawn. Sampling design involves following steps.

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AMBUSH MARKETING

Sampling Methods: Convenience sampling

Sample size:50

- 50 -

15. FINDINGS AND DATA


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AMBUSH MARKETING

TABLE NO. 1

Analysis of Respondents according to Gender

Sr . no Gender No of respondents percentage

1 Male 32 64%

2 Female 18 36%

Interpretation :- 64% of respondents were male and rest 36% were female.

Table no 2

Q. Who according to you among these are major players in ambush

marketing ?(mark more than one options if required )

- 51 -

Dabar Pepsi Sony TVS Coca

cola

Nike Adidas Nokia

No of

respondent

5 42 28 19 37 45 21 12

persentage 10% 84% 56% 38% 74% 90% 42% 24%


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AMBUSH MARKETING

Interpretation:- from the above chart maximum respondents voted for pepsi, coca cola, nike.

Least prospects voted for Dabar.

Table no.3

Q. Which are the events among these majorly ambush marketing is

done?(mark more than option if required )

Fifa world

cup

Cricket

world cup

Hockey Marathon Olympics

No of

respondents

46 41 19 21 48

percentages 92% 82% 38% 42% 96%

Interpretation:-from the given chart it is clear that maximum votes are gone to fifa wcup

(92%), cricket world cup (82%), and Olympics (96%)

.

Table no. 4

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AMBUSH MARKETING

Q. Do you think that ambush marketing is effective marketing tool?

options No of respondents

Yes 50

no 0

Interpretation :- 100% of respondents think that marketing Is effective marketing tool

Table no.5

Q. Are you aware of ads played during Cricket World 2011?

No of respondents percentage

Yes 50 100%no 0 0

Interpretation: 100% of respondents agree that they are aware of ads played during cricket

world cup 2011.

Table no.6

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AMBUSH MARKETING

Q. Who according to you are the major sponsors of Cricket WorldCup 2011?

Coca cola,

Dabar, Sony

TVS, coca

cola , Aircel

Pepsi, Hero

Honda, LG

Tvs, Sony,

Aircel

No. of

respondent

s

0 3 43 4

Percentage 0 6% 86% 8%

Interpretation :- From the above chart it is clear that maximum respondent has

voted for right answer i.e Pepsi, hero Honda, LG.

Table no.7

Q. Rate ambush marketing effectiveness according to you in Cricket

world cup 2011?(1 is minimum and 5 is maximum)

Ratings 1 2 3 4 5

No of

respond

ents

4 13 22 7 4

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AMBUSH MARKETING

percentages

8% 26% 44% 14% 8%

Interpretation: - from the above chart it is clear that maximum respondents voted for rating

2 (26%) and rating 3(44%).

Table no. 8

1. Q. Do you think that ambush marketing done by major players

creates negativity about its brand in peoples mind?

Yes No Dont know

No of

respondents

8 42 0

percentage 16% 84% 0

Interpretation:- 84% of respondents think that ambush marketing do not create any negative

image in peoples mind about its brand .

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AMBUSH MARKETING

Table no. 9

Q. Will you support ambush marketing done by your own company In

future ?

Yes NoNo of respondents 33 17Percentages 66% 34%

Interpretation:- from the above chart it 66% of respondents will support ambush marketing

done by their own company.

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AMBUSH MARKETING

Conclusions on the basis of questionnaire :-

maximum students were aware of the major players who are

ambush marketing (pepsi, coca cola, nike).

Respondents are aware in which event majority of ambush

marketing is done

All respondents think that ambush marketing is effective marketing

tools.

All respondents are aware of the ads played during World cup

Cricket 2011

maximum respondents are aware about the sponsors of Cricket

World Cup 2011(Pepsi, LG, Hero Honda)

Management students that ambush marketing is the effective tool

for marketing and do not create any negative impact on peoples

mind about the company.

Majority of the management students also consider supporting

ambush marketing in their company if practised

Some management students came up with some ideas stop or

minimize ambush marketing for example

do not allow telecasting ads of rival brand during an event who

are not the sponsors of it

players participating in the event not be allowed to sign

contract of rival brands

government should take some steps against these ambush

marketers

proper precautions should be taken before the event to avoid

ambush marketing event

The bottom-line is that everyone does that and rules need to be enacted to prevent it. But

those rules shouldnt hold the player responsible. And anyway at the end of it, its all about

making your brand get noticed. This is controversial, sneaky and wrong but there are no

particular rules against it. And till that happens no one will be held guilty.

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AMBUSH MARKETING

ambush marketing is an effective marketing tool to practice but it

not ethical and should be stop

proper precautions should be taken before the event to minimize the

effect of ambush marketing

proper rules should be there against ambush marketing for each

event

government should see to it that these rules are being followed by

rival companies

government should take initiative in each major event to stop this

malpractice

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AMBUSH MARKETING

BOOK AND PRINT REFERENCES

MARKETING MANAGEMENT- PHILIP KOTLER

BUSINESS WORLD

BUSINESS INDIA

BUSINESS TODAY

WEBLIOGRAPHY

WWW.INDIAINFOLINE.COM

WWW.MARKETINGMANAGEMENT.COM

WWW.CRIINFO.COM

WWW.PEPSI.COM

WWW.COCACOLA.COM

WWW.NIKE.COM

WWW.REEBOK.COM

http://cricketnext.in.com

- 59 -
http://www.indiainfoline.com/http://www.marketingmanagement.com/http://www.criinfo.com/http://www.pepsi.com/http://www.cocacola.com/http://www.nike.com/http://www.reebok.com/http://cricketnext.in.com/http://www.marketingmanagement.com/http://www.criinfo.com/http://www.pepsi.com/http://www.cocacola.com/http://www.nike.com/http://www.reebok.com/http://cricketnext.in.com/http://www.indiainfoline.com/


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AMBUSH MARKETING

Name :-

Sex :-

1. What is your specialization in MBA ?

a) Marketing

b) Finance

c) Human resource

d) Operations

1. Are you aware of the term ambush marketing ?

a) Yes

b) No

1. Who according to you among these are major players in ambush

marketing ?(mark more than one options if required )

a) Dabar

b) Pepsi

c) Sony

d) Tvs

e) Coca cola

f) Nike

g) Adidas

h) Nokia

1. Which are the events among these majorly ambush marketing is done?

(mark more than option if required )

a) Fifa world cup

b) Cricket world cup

c) Hockey

- 60 -

19. UESTIONNAIRE


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AMBUSH MARKETING

D) MARATHON

e) Olympics

1. Is ambush marketing ethical according to you ?

a) Yes

b) No

1. Do you think that ambush marketing is effective marketing tool?

a) Yes

b) No

1. Are you aware of ads played during Cricket World 2011 ?a) Yes

b) No

1. Who according to you are the major sponsors of Cricket World Cup 2011 ?

a) Coca cola , Sony , Dabar

b) TVS, coca cola , aircel

c) Pepsi, hero Honda , LG

d) TVS, Sony, Aircel

e)

1. Are you aware of ambush marketing done in Cricket World Cup 2011?

a) Yes (if yes please specify the brands involved in

it)________________________

b) No

1. Rate ambush marketing effectiveness according to you in Cricket world

cup 2011?(1 is minimum and 5 is maximum)

1 2 3 4 5

2. Do you think that ambush marketing done by major players creates

negativity about its brand in peoples mind?

a. Yes

b. No

c. Dont know

1. Will you support ambush marketing done by your own company In future ?

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AMBUSH MARKETING

a) Yes

b) No

1. What kind of action should be taken to stop ambush marketing according

to you ?

Answer _________________________________

Ambush Marketinggg

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