Ambush Marketing

1. Presented By:
Dipanway Bhabuk
Sanjeeb Kumar Rana

2. What is Ambush Marketing?
‘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
The term ambush marketing was coined by marketing strategist Jerry Welsh while
he was walking as the manager of global marketing efforts for the American
Express Company in 1980’s
History

3. PERCEPTIONS OF AMBUSH MARKETING
 Ambush Marketing is not illegal
• Few rules and only inexperience ambushers break them
 Ambush is controversial but…
• Most brand marketers consider to be just another marketing
option
Media are much more likely to be calling “foul”

4. AMEX VS VISA:
 “1994 Winter Olympics, American Express cards launched a campaign stating, ‘If
you are traveling to Norway this winter you will need a passport but-you do not
need a Visa.
 Around 66% of the respondents of a consumer poll identified American Express as
the ‘official sponsor’ instead of Visa.
Examples

5.  During FIFA world cup 2010 was when 36 women entered the South Africa’s
soccer city stadium for the Netherland Vs Denmark match. The official sponsor
was Budweiser, but Bavaria very smartly dressed up the women in orange (the
Dutch national colour.
 The reaction of those in charge however was swift and ruthless. 2 women were
arrested and later released.
Budweiser Vs Bavaria

6.  Keep West-aSide. Make a smart choice !
 Change Your Lifestyle. Make a smart choice !
Eastside Vs Big Bazaar

7. P&G Vs HUL
 ‘A Mystery Shampoo!! 80% women say is better than anything else’. P&G was
prepping up for a product launch.
 In less than a week even when Pantene’s hoardings were still standing tall
amongst the Mumbai skyline, there was another, all across the city that
announced ‘There is no mystery. Dove is the No.1 shampoo’.

8. Coca-Cola Vs Pepsi-co

9.  At the 2000 Sydney Olympics ; Qantas Airlines’
slogan "The Spirit of Australia" sounds strikingly
similar to the games’ slogan "Share the Spirit."
 Qantas claims it’s just a coincidence.
Qantas Airlines

10. Apple Vs Panasonic
Apple the makers of Dr. Dre Beat Headphones ambushed the official
sponsors Panasonic (whom also make headphones)
They done this by:
Giving Olympics athletes free Beat headphones to wear on Olympic
grounds
This caused:
An influx of athletes wearing these headphones before and after their
sporting events which were seen by million of consumers worldwide

11. KFC Vs Mc Donald's
 KFC tried to ambush official sponsors of FIFA world cup Brazil ‘Mc Donald’s’
 Their campaign ‘Share the taste, share the passion’ Included one of the
Biggest footballing stars Cristiano Ronaldo
 This ambush was very successful for KFC as they
managed to achieve a higher brand recognition
than the official sponsors Mc Donald’s

12. Nike Vs Adidas
 2014 World Cup Adidas was the main sponsor
 But Nike promoted their shoes attach with World Cup logo
 Nike also launched a animated commercial video with football stars

13. Go Air Vs Kingfisher Vs Jet Airways

14. Audi Vs BMW Vs Subaru

15. Flipkart Vs Snapdeal

16. Flipkart Vs Snapdeal Vs Coupon Dunia

17. All major players vs Venue Pick

18. CONCLUSION
 Healthy Competition
 Successful ambush strategies feed on ill-conceived
sponsorships and inept sponsors
 It is probably just the next step on the marketing
evolutionary step
 And at times the only option left

19. Thank You
Created By:
Dipanway Bhabuk
Sanjeeb Kumar Rana