This presentation is made by IBS Mumbai students. It gives an idea about what ambush marketing is, what are its types, how & why it is done, various advantages & disadvantages and conclusion with various examples.
3. • A promotion tactic designed by a rival company to associate a
company, product or service with a particular event that already
has official sponsors to attract the attention of people attending
the event, without payment being made for an official
sponsorship.
• Also called parasitic marketing.
• To make ambush marketing work and be successful, brands
usually illicit this type of behaviour at large events.
AMBUSH MARKETING
Introduction
4. COKE V/S PEPSI:
Ambushed again
• Pepsi does it with a ‘swag’ this ICC Cricket
World Cup as Cola war returns.
• It uses ambush marketing to steal Coke’s
limelight; ropes in 87 year old fan Charulata
Patel as its face as she was found swinging to
the rhythm of the game.
• Even as Coca-Cola is the official sponsor for
this ICC Cricket World Cup, it is PepsiCo
India which seems to have stolen the
thunder.
5. (Contd..)
• Also, #HarGhoontMeinSwag campaign launched by Pepsi took the entire
media by storm. The campaign was all about living in the moment.
• Charulata Patel ticked all the boxes and the company has released a 10
second video and a one-minute fan anthem (Har Fan Mein Swag) with her.
• https://www.youtube.com/watch?v=E5UrmKIKwiA
6. 1. Direct ambush marketing
The activities intentionally performed by a company so as to make
itself seem associated with an event/property for which it has
purchased no rights or when it uses clever advertising to attack a
competitor and steal its spotlight.
9. 2. Indirect ambush marketing
Indirect ambush marketing is where brand tried to indirectly
establish an association through a suggestion or reference to the
event.
15. How Ambush Marketing is done?
Establishing Marketing objective
Establishing promotional strategy
Selection of an event
Willingness to spend
16. WHY AMBUSH MARKETING?
• Attracts consumer at competitor's cost- Cheaper than officially
sponsoring
• Allows brand to go off script
• Customer acquisition
17. ADVANTAGES OF AMBUSH MARKETING
• Change in recall by customer
• Market Filtration in co branding done by competitor
• Audience distracted from competitor
• Time and effort saving
18. DISADVANTAGES OF AMBUSH MARKETING
• Decreases revenue earned by the event
• Creates unhealthy competitive environment
• Affect official sponsorship of events
19. Conclusion
• Impossible to completely stop
• Event is hit most
• Proper legislation should come for the protection of the official
sponsor.
• It can be a cheap way to disrupt a competitor's marketing campaign
or sponsorship deal.
• affects the rights of stakeholders to larger extent.
