AMBUSH MARKETING

PRESENTED BY:- SAHIL SINGLA sahil singla MBA-09/50

Meaning of ambush marketing

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. Most of the advertisements are done during major sporting events.
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Sponsorship
Sponsorship is a business association

between the contributor of funds and an organization/individual so that the partnership can be used for commercial advantage
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ASSOCIATION
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.

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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 over their dress from the helmet to the bat. This is a form of advertising which works really well because we would be more convinced with our cricketers sporting these logos.
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Other examples/events
1984 Olympics; Kodak sponsors 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.

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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 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

Indirect ambush marketing:-Several ways indirect

ambush marketing can take place like sponsoring the broadcast 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. This helps the brand message penetrate effectively into the consumer psyche.

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IMAGE
Sponsorship leads to

the brands image enhancement by virtue 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 if Mercedes Benz wants to reach CEOs, they can do so more efficiently by sponsoring a golf tournament than by advertising on TV.
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Other options

Sometimes companies have no other avenue for reaching the masses due to governmental restrictions on advertising etc. (for example many cigarettes, & alcohol companies cannot directly 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 from http://www.google.com events of ambush marketing from

http://en.wikipedia.org/wiki/Ambush_marketi ng Other data of ambush marketing http://www.mbaarticles.com/ambushmarketing/

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