This presentation covers Definition, Objectives, Types and Classi examples of Ambush Marketing.

1. Ambush Marketing :
An overview

2. Ambush-
Surprise attack by someone lying in wait in a concealed position.
Marketing strategy where a
company ambushes its competitor’s
marketing efforts to gain an upper
hand in terms of exposure by
stealing the spotlight from him.
These activities usually capitalize
on resources and efforts of
other (competitor) brands.
‘ It is the unauthorized association of a business or organization with the marketing of a
particular event-gaining benefit for the marketing right or licensing fee applicable in order to be
associated with an event, such as sporting event’ - Jerry Welsh
Ambush Marketing Objectives Types of Ambush Marketing Classic Examples

3. To get maximum
returns on the
marketing buck as
Official
sponsorship costs
are high.
To undermine the
branding efforts of
rivals by stealing the
attention, increasing
the clutter and
confusing the viewers
Objectives
Ambush Marketing Objectives Types of Ambush Marketing Classic Examples

4. Direct Ambush Marketing:
The activities intentionally performed by
company so as to make itself seem
associated with an event / property for
which it has purchased no rights
.
Indirect Ambush Marketing:
doesn’t force the association, but seeks
to align a brand through suggestion or
reference to an event or property
Ambush Marketing Objectives Types of Ambush Marketing Classical Examples

5. 1984 1992 1996 2010
Los Angeles
Olympic Games –
Kodak (Actual
sponsor: Fuji)
Fuji won the bid
Kodak sponsoring the
US broadcast
public did consider
that Kodak was an
official Olympic
sponsor.
Barcelona (Actual
sponsor: Reebok
)
• Nike held a sponsors’
press conference with
the US basketball
team
• Michael Jordan and
Charles Barkley
accepted the gold
medal for basketball
and covered up the
Reebok logos on their
kits
Atlanta 1996 (official
sponsor: Reebok)
• Nike bought
extensive amount
of out-of-home
adverting in the
city of Atlanta
• The large Nike
banners on city
buildings could be
seen on the TV
broadcast.
Bavaria – FIFA World
Cup South Africa (Actual
sponsor: Budweiser)
36 female fans were
ejected from a game by
Fifa's officials (along with
the arrest of two, later
released, accused of
violating the
"Contravention of
Merchandise Marks Act",
Ambush Marketing Objectives Types of Ambush Marketing Classic Examples

6. THANK YOU