UNDERCOVER MARKETING- ALSO KNOWN AS BUZZ MARKETING, STEALTH MARKETING IS A NEW TREND IN THE MARKETING TECHNIQUES ADOPTED BY INDIAN MARKETING ATMOSPHERE.
this presentation showcases the classification, types, examples of undercover marketing in india.
5. Question 1- Undercover Marketing
Question 2- Why is this also known as
stealth marketing?
Question 3- Why is buzz marketing also
known as stealth/undercover?
6. Astroturfing
form of advocacy
getting the consumer to become an
“advocate” for the brand or cause
senior political leaders
approaching technology start-ups
remain in the spotlight
trying to pull their opponents off the pedestal.
7. Purpose
to generate buzz.
is economical
network of referrals which grows and grows
reach consumers isolated
consumers tend to trust it
Financial risk here is relatively small
8. Risk
• consumers discover
they have been
manipulated into
liking the product,
they generally
become angry at the
marketer (and by
association that
product) over being
misled.
• In some cases, the
amount of buzz
generated by a failed
campaign can exceed
that of a successful
one, only with the
opposite of the
desired result.
9. Who uses Undercover marketing
• small companies with
limited advertising
budgets
• large companies that
want to generate buzz
for a product ahead of
a more traditional
marketing campaign.
10. For example-1
• a new, independently owned bike shop
• to create a viral word-of-mouth effect in its
city
• employ a few bike enthusiasts
• visit bike-related websites , go to biking
community events to talk about the shop,
through casual conversation with the shop's
target demographic.
11. For Example-2
• A major shoe company
• hire a few professional basketball players
• wear a newly designed pair of sneakers in
public for several weeks before the company
begins advertising the design.
12. Brand Pushers (also known as
Leaners)
hired novice actors
approach unsuspecting
people
real-life situations
trendy bars, music stores,
malls, & tourist hot spots.
act nice
create a chain of influence.
maintain utter secrecy
signing confidentiality
agreements .
Sony Ericsson, campaign
“fake tourists”
celebrities
paid
appearances in marriages,
Restaurants, malls,
shopping complex
prior instructed to
pick/promote particular
brands and items for
themselves and to appraise
them.
Book Sellers
distribute books free
specimen copy to the
teachers
further recommend
hundreds of students
13. Celebrity Marketing
Marketers use
celebrities
endorse their
product and
services
TV shows, reality
shows, advertising
commercials, or
events etc.
Reality shows
particular brands
like Amul / Rice
Brand Oil
Master Chef
India-season 3
projected as
healthiest of all
others substitutes
available in the
markets by the
celebrities
The product
placement
Coke paid millions
of rupees
its appearance
noticed in the
movie Taal
was a part of the
movie itself.
Lakme
a high fashionable
movie “Heroine”
as a cosmetic
range.
14. Marketing in Video Games
Promoting brands and logo’s in
electronic games
more
interacting with the game
numerous of times
movies or TV which are typically viewed
only once.
Gamers
show positive attitude
brand placements in games
did not consider deceptive (M.R. Nelson,
2002).
Video games makers mostly use real
brands and logos in sport games like in
Car racing, real car names are used.
Pay a licensing fee to use others company
logos
increasing their profits and promoting
their brands.
Electronic Arts
world’s biggest producers of video
games,
paid millions of dollars to the National
Football League for its “Madden
Football” game series
(Kaikati & Kaikati, 2004).
capitalize
ever-growing popularity
video games
ability to reach a huge audience.
16. Marketing through Music and Music
Albums/videos:
music albums and
videos
in a way which
doesn’t look like a
marketing practice
Dabbang movie
“Zandu balm
“Munni badnam
hui…”
in Dabbang 2
promoted “Fevicol”
17. Product Placement
Promotional tactic
real commercial
product
in fictional or non-
fictional media
make money
featuring few
products
“Big Boss”
promoted various
products
associating it with
the task
focusing on
products
as branded
eatables, grocery
items etc.
by blending
advertisements
with popular
media,
robbing the
public of their
ability to control
when and where
they are
advertised too.