Ambush Marketing      Ambush Means surprise attack or attack from hidden position.      Ambush Marketing is a marketing pr...
Lufthansa Airlines printed a soccer ball on the nose of 40 of its planes. To the casual viewers, it     might have seemed ...
 Sponsor Subcategories within the Major Event            This is a very widespread and cost-effective method of associati...
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Ambush marketing

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Ambush marketing

  1. 1. Ambush Marketing Ambush Means surprise attack or attack from hidden position. Ambush Marketing is a marketing practice by which a company takes an advantage of event done by other companies without being an official sponsor of an event and without breaking any laws. The term "ambush marketing" was coined by the famous marketing strategist Jerry Welsh, while he was working as the manager of global marketing efforts for the American Express Company in the 1980s. Ambush marketing refers to companies promoting their brands or products by associating them with a team, league or event without paying for the privilege. It is the biggest bugbear for official sponsors at sporting events whose outlay often runs into tens of millions of dollars. Example of Ambush Marketing During World Cup 2011, Mahendra Singh Dhoni was endorsed by Sony Corp and Aircel, which were not official sponsors of the Cup whereas Reliance Communications, LG, PepsiCo, Reebok, Hero Honda, Emirates, Yahoo, Castrol, MoneyGram and Hyundai Motors India were official sponsors of ICC World Cup 2011 that was illegal as per ICC but as per Collage Sports Management, a firm that handles endorsement deals for several Indian cricketers, said there was generally a seven-day cooling off period for non-sponsors to take their advertisements off before the event begins.Bharti Bhutani www.managementexplorer.com Page 1
  2. 2. Lufthansa Airlines printed a soccer ball on the nose of 40 of its planes. To the casual viewers, it might have seemed that the airlines were the official sponsor of Soccer World Cup 2006. However, Emirates was the official airline of the FIFA tournament. Types of Ambush Marketing • Direct Ambush Marketing It takes place in the situation, when non-sponsor gives an impression of being an official sponsor by using words, players and logo associated with the events. • Indirect Ambush Marketing There are several ways in which Indirect ambush marketing takes place; for example, by sponsoring the broadcast of an event or by sponsoring the subcategories of a major event. Strategies for Ambush Marketing  Pourage Agreement The sale of products at event is a useful and high profile way for certain type of potential sponsors (soft drink and fast food suppliers) to raise their profile in association with a sport and also to sell their products.  Corporate Hospitality and Ticketing This method consists of buying of tickets for event and offering hospitality and touring packages, which are not being sanctioned by the right owners.  Engage in Major Non-sponsorship Promotions to Coincide with the event For example, organize contests to send consumers to the event, place hoardings or booths at strategic locations during the event etc.  Sponsor the Broadcast of Event The ‘ambusher’ sponsors the broadcast of the event. The benefits of this approach are obvious when one considers that the media audience for most events is much larger than the onsite audience. In such an instance, the ‘ambusher’ is seeking a perfectly legitimate sponsorship opportunity in its own right.Bharti Bhutani www.managementexplorer.com Page 1
  3. 3.  Sponsor Subcategories within the Major Event This is a very widespread and cost-effective method of association with an event of major public interest. Essentially, the ‘ambusher’ sponsor some lesser element attached to overall event and exploits this association through major promotional effort.  Purchasing Advertisement time during the broadcast replay A company wishing to deny a competitor the full benefits of their event or broadcast sponsorship can engage in ambush marketing by buying advertising time in the slots of around repeat telecast of event. Benefits of Ambush Marketing Gain Brand Awareness at low cost and gain high public attention Skills required for Ambushing Marketing • New Ideas • Creativity & Innovation Conclusion It is impossible to completely stop ambush marketing because we can never stop the flow of new, creative and innovative ideas. An event is hit the most with ambush marketing, with it losing its value followed by the official sponsors who end up getting low returns in relation to huge amounts which they invest for sponsorship. Unless there is a proper legislation made to protect the interests of the official sponsors, it might be close to impossible to curb the onslaught of ambushing practices.Bharti Bhutani www.managementexplorer.com Page 1

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