ambush marketing

1. by :- Abhijeet Giri
Arfin Ahmad
Azad Yadav
Power of Ambush Marketing in
ref. to Sports

2. What is ambush marketing ?
 “A planned effort (campaign) by an organization to
associate itself indirectly with an event in order to
gain at least some of the recognition and benefits
that are associated with being an official sponsor.”

3. Budweiser was the official beer sponsor of the 2010 FIFA World Cup match in
South Africa featuring the Netherlands vs. Denmark, but Bavaria beer took
advantage of it and advertise itself.

4. power of Ambush Marketing..
 Brand Poaching
 Quick Brand Awareness
 Cost Efficient
 Transgression on the intellectual property right.

5. Effectiveness ;
Target variables of ambush marketing
economic psychological competition
orientated
attention image, goodwill
awareness
Sales, turnover,
Market share, weakening of competition,
Profits reduction of effectiveness of
of sponsorship

6. First gained major recognition in 1984 Olympic
Games.
Kodak (ambusher) Vs. Fuji (sponsor)
Some potential impacts include:
Diminishing the value of sport properties
 Increasing clutter in an already cluttered marketplace.

7. protection
o Responsibility of event organizers to develop
programs that will enhance and protect
sponsors.
o Consumers must be educated about the
meaning of official sponsor.
o This is the responsibility of both the sponsor
and the sponsee.

8. EXAMPLE

10. Legal or illegal????
 Marketing consultant Jerry Welsh says there are now
several kinds of Ambush Marketing, not all of it ethical
or even legal. That includes "unauthorized" use of
logos or trademarks and references to athletes or
events in a way that suggest the rogue company has
paid for things that it hasn't.
 The legality of ambush marketing is a complex issue.
 It depends on the applicable law protecting the
intellectual property (IP) of a certain entity or event.
However, as a rule of thumb, ambush marketing is
illegal in the instance it directly attempts to trick
consumers into thinking that the ambush marketer
has received authorization and is officially associated
with an entity or event.

11. THANKSTO ALL!...