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Ambush marketing

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Ambush marketing

  1. 1. Ambush Marketing Presented by Ankit Gupta Ankit Tyagi
  2. 2. 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
  3. 3. Highlights of Ambush Marketing History <ul><li>2000 Sydney Olympics : </li></ul><ul><li>Qantas – ‘The Spirit of Australia’ </li></ul><ul><li>Ansett Air – ‘Share the spirit’ </li></ul><ul><li>2002 Boston Marathon : </li></ul><ul><li>As Adidas-sponsored runners come off the course they are treated to spray-painted ‘swooshes’ honoring the day of the race, but not the race itself. </li></ul>
  4. 4. Forms Of Ambush Marketing <ul><li>Advertising Spend : </li></ul><ul><li>1984 Los Angeles Olympics,Nike v/s Converse(Official Sponsor) </li></ul><ul><li>Deliberate Promotion : </li></ul><ul><li>In 1996,General Motors scored over the official sponsor Toyota in terms of brand recall by promising a Golden Holden car to all gold medal winners. </li></ul>
  5. 5. Forms of Ambush Marketing <ul><li>Being Suggestive : </li></ul><ul><li>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 . </li></ul><ul><li>Around 66% of the respondents of a consumer poll identified American Express as the ‘official sponsor’ instead of Visa. </li></ul><ul><li>. </li></ul>
  6. 6. Forms of Ambush Marketing <ul><li>Block Out : </li></ul><ul><li>1992,Barcelona Olympic Games - Reebok (Official Sponsor) </li></ul><ul><li>Nike sponsored Michael Jordan and Charles Barkley who came to the podium by covering the Reebok logos on their tracks with the US Flag due to their personal obligations with Nike </li></ul><ul><li>Pulling Stunt : </li></ul><ul><li>Also known as ‘Guerilla’, ‘Stunt’ or ‘In Your Face’ ambush marketing. </li></ul>
  7. 7. NIKE <ul><li>2002 World Cup – Adidas (Main Sponsor) Nike sponsored top teams like Brazil & in the same year sponsored the US hockey team at the 2002 Winter Olympics. </li></ul><ul><li>This resulted in brilliant exposure for Nike despite not paying the Olympic Organizing Committee a penny!!! </li></ul>
  8. 8. NIKE <ul><li>The ambush of all ambushes </li></ul><ul><li>1996 Atlanta Olympics - Saving the US$ 50 million that an official sponsorship would have cost, Nike plastered the city in billboards, handed out swoosh banners to wave at the competitions and erected an enormous Nike center overlooking the stadium. </li></ul><ul><li>A December 2001 study found that, from a list of 45 likely sponsors of the 2002 World Cup, 20 percent of those polled picked Nike. </li></ul>
  9. 9. Ambush- The Indirect Ways <ul><li>Sponsoring the broadcast of the event – 1984 Olympics Fuji & Kodak </li></ul><ul><li>Sponsor Subcategories within the Event - world cup football match, rival companies </li></ul><ul><li>Purchasing Advertising Time </li></ul><ul><li>Around - buying the advertising </li></ul><ul><li>time </li></ul>
  10. 10. The Indirect Ways Contd… <ul><li>Engage in Major Sponsorship </li></ul><ul><li>Promotions </li></ul><ul><li>Making a Sponsorship-Related </li></ul><ul><li>Contribution to a Players’ Pool – </li></ul><ul><li>Ian Thorpe by Nike with Adidas </li></ul>
  11. 11. Ethical Issues <ul><li>subverts the integrity of an event and its ability to entice future sponsors. </li></ul><ul><li>Ambushers create confusion among consumers, for that reason, negating the official sponsors’ </li></ul>
  12. 12. Ethical Issues Contd… <ul><li>where does the law stand in such cases of ambush marketing? </li></ul><ul><ul><li>It does not involve infringement or illegal use of trademarks or symbols </li></ul></ul><ul><li>virtual necessity in modern competitive business practice </li></ul>
  13. 13. Beijing Olympics’08 <ul><li>More than 5 billion listeners & viewers </li></ul><ul><li>Aired across 200 countries and regions </li></ul><ul><li>China is booming consumer revolution </li></ul><ul><li>Previous Olympic experience hence strict rules </li></ul><ul><ul><li>Beijing Regulations on the Intellectual Property Protection </li></ul></ul><ul><ul><li>educational campaigns </li></ul></ul>
  14. 14. Ambush – Big Bazaar <ul><li>Keep West-aSide. Make a smart choice ! </li></ul><ul><li>Shoppers! Stop. Make a smart choice ! </li></ul><ul><li>Change Your Lifestyle. Make a smart choice ! </li></ul>
  15. 15. Ambush – Go air & Kingfisher
  16. 16. Ambush – Audi, BMW
  17. 17. Cricket & Cola <ul><li>1996 World Cup </li></ul><ul><li>“ Nothing official about it” </li></ul><ul><li>2001 Sharjah Coca Cola Cup </li></ul><ul><li>Ballooning the Pepsi way </li></ul>
  18. 18. 2003 World Cup <ul><li>Official Sponsors: </li></ul><ul><li>Hero Honda, Pepsi, LG Electronics, </li></ul><ul><li>South African Airlines </li></ul><ul><li>“ Other” Sponsors: </li></ul><ul><li>TVS Victor, Coca Cola, Samsung, Sahara </li></ul><ul><li>“ Britannia Khao, World Cup Jao” </li></ul>
  19. 19. ICC tries to stop “Ambush” <ul><li>Only official sponsors would be allowed to use video clippings from any world cup matches. </li></ul><ul><li>Only official sponsors would be allowed to use the World Cup logo and use the event in their marketing campaigns. </li></ul><ul><li>A ‘cooling off period’ was introduced, which restricted players from endorsing brands other than those of official sponsors for a period of over 100 days (a 60-day period: 30 days before the tournament starts and 30 days after the tournament). </li></ul>
  20. 20. Tussle between ICC & Players <ul><li>Players had long relationship with sponsors </li></ul><ul><li>Lose of money for player’s sponsors </li></ul><ul><li>So, few cricketers threatened to pull out of World Cup </li></ul><ul><li>Finally ICC had to made changes in its clauses of agreement </li></ul>
  21. 21. Conclusion <ul><li>Healthy Competition </li></ul><ul><li>Successful ambush strategies feed on ill-conceived sponsorships and inept sponsors </li></ul><ul><li>It is probably just the next step on the marketing evolutionary ladder </li></ul><ul><li>And at times the only option left </li></ul>
  22. 22. References <ul><li>Research Paper titled “ Olympic sponsorship vs. 'ambush' marketing: Who gets the gold?” by Sandler and Shani </li></ul><ul><li>Research Paper titled “ Ambush Marketing ¿ A Threat to Corporate Sponsorship” by Tony Meenahagan </li></ul><ul><li>http://www.yourdictionary.com/business/ambush-marketing </li></ul><ul><li>http://www.football-marketing.com/2010/06/16/beer-company-employs-ambush-marketing-at-world-cup-2010/ </li></ul><ul><li>http://wikipedia.com </li></ul>
  23. 23. Thank You