Ambush marketing

971 views
794 views

Published on

Published in: Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
971
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
39
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Ambush marketing

  1. 1. WHAT IF SOMEBODYCRACK DOWN YOURWELL DEVELOP PLANWITHIN A MINUTE??
  2. 2. An attack fromHidden Position
  3. 3. AMBUSH
  4. 4. INTRODUCTION “A form of parasite, feeding off the goodwill and value of the organization, they are trying to deceive the public into believing they support. Like leeches, they suck the lifeblood and goodwill out of the institution.” (Michael Payne, Former Marketing Director, IOC)
  5. 5. OriginFrench verb embuschier "ambush marketing” -Jerry Welsh (1980s).
  6. 6. Ambush Marketing EVENTpay sponsorship fee associate themselves w/o paying BRAND A (Sponsor) BRAND B (Non-Sponsor/ Ambusher)
  7. 7. HULs last-minute surprise foxes P&G Ambush marketing:
  8. 8. Ever wonder who the official sponsors of the World Cup are?If your answer is Nike and Pepsi, it isapparent that you’re under the spell ofambush marketing.
  9. 9. AMBUSHMARKETING
  10. 10. Meaning of ambush"an attack from a hidden position"
  11. 11. What is it????advertisers associate themselves with capitalizing on a particular event without paying any sponsorship fee.
  12. 12. Types "Direct" ambush marketing” during the Heineken, UEFA European championships, 2008, Heineken in an effort to ambush Carlsberg’s official sponsorship. "Indirect" ambush marketing” The Open Championship, 2008, Bentley set up a line-up of the Bentley cars outside Hill side Golf club which is adjacent to the Royal Birkdale "Incidental” ambush marketing”Speedo earned a considerable attention from media asresult of success of swimmers wearing LZR racer swimsuits.This portrayed Speedo as official sponsor of the BeijingGames thus creating confusion in the market.
  13. 13. Impacts Increasing cost of sponsorships Transgression on the intellectual property rights
  14. 14. Abided Laws Copyright Law The Emblems and Names (Prevention of Improper Use) Act
  15. 15. Evidences
  16. 16. Remarkable Indian acts
  17. 17. All is fair in love and war, so Thank you!!

×