ambush marketing

7/17/2019 Ambush Marketing

http://slidepdf.com/reader/full/ambush-marketing-568dddddbbc87 1/19

AMBUSH

MARKETING



GROUP MEMBERS

Puja Bhagwani – 65

Shivani Chaudhary- 67Sailesh Guru!hani- 7"

#nagha $air- "6

R%hi& 'alreja- (()



*+#' ,S #MBUS+

M#RE',$G.

/# 0r%%&i%n &a1&i1 designed &% ass%1ia&e a

1%0any2 0r%du1&2 %r servi1e wi&h a 0ar&i1ulareven&2 %r &% a&&ra1& &he a&&en&i%n %3 0e%0le a&&ending&he even&2 wi&h%u& 0ayen& 4eing ade 3%r an%33i1ial s0%ns%rshi0



#MBUS+ M#RE',$G

#4ush ar!e&ing is an #erial #dver&ising

,& is a well 0lanned e33%r& ,& is 1%%nly used a& w%rldwide s0%r&ing

%rganisa&i%ns

#4ush Mar!e&ing is als% 1alled as /Parasi&i1Mar!e&ing



GO#S O8 #MBUS+

M#RE',$G '% hija1! &he in&rinsi1 values %3 an even& and &a!e advan&age2 3%r &heleas& 0%ssi4le 1%s&

'% i0r%ve &he a4usher9s 4rand re0u&a&i%n and &rans3er &he 0%si&ive as0e1&s %3 &he even& &% i&s 4rand

'% islead &he 0u4li1 in&% &hin!ing &he a4ush ar!e&er is

s%e&hing i&9s n%&

'% wea!en &he lin! 4e&ween &he %33i1ial s0%ns%rs and &he even& 4y1rea&ing 1%n3usi%n a4%u& s0%ns%rs9 iden&i&ies



#:;#$'#GES O8 #MBUS+

M#RE',$G #dvan&age %3 a aj%r even& &% in1rease 4rand

awareness while n%& s0ending &he %ney &% 4e a

s0%ns%r

*hen &here is an in1rease in 1%0e&i&i%n &he 0ri1es g%

d%wn

ess ,nves&een& wi&h high 4usiness



DISADVANTAGES OF

AMBUSH MARKETING

,& de1reases 1%er1ial value %3 &he even&

,& 1rea&es unheal&hy 1%0e&i&ive envir%nen& ,& ay adversely e33e1& &he 3unding %3 &he even& as

i& will 4e 4ene3i1ial 3%r &he 1%0any &% 4e ana4usher



E<#MPES

M1:%nald=s #11uses Burger ing %3 #4ushMar!e&ing in Bra>il

:%u4le 8ries2 O33ered %n :ay #3&er a Bra>ilian#&hle&e Medals2 Rese4le Oly0i1 '%r1h in #d %3Burger ing

M1:%nald=s is an Oly0i1 s0%ns%r? Burger ing isn%&



BMW vs AUDI

One of the most famous exam!es "s the #$$% Au&" an& BMW'"!!'oa(& )a( "n Santa Mon"*a+

Au&" thou,ht the-.& 'e *!eve( an& "ssue& a *ha!!en,e to BMW)"th an "ma,e of the Au&" A/0 a**oman"e& '- the )o(&s123ou( move0 BMW+4 Of *ou(se0 BMW ans)e(e&+ R",ht next tothe Au&" a&ve(t the- th(e) u an "ma,e of the BMW M5 an&sa"&1 26he*7mate+4

Eve(-th"n, then ,ot s!",ht!- out of *ont(o! )hen fans too7 tohotosho an& &e*"&e& to *(aft the"( o)n (esonses0 "n*!u&"n,the BMW s",n 8-"n, a '!"m )"th a "*tu(e of "ts F9 ent(-+



E88EC',;E$ESS O8

#MBUS+ M#RE',$G #4ush ar!e&ing 0r%vides %00%r&uni&y %3 s&anding a&

advan&age %ver &he 1%0e&i&%rs

#4ush ar!e&ing is %re e33e1&ive &han &radi&i%nal 0u4li1adver&iseen& agains& &he 1%s&s

#4ush Mar!e&ing a1& as a 0r%%&i%nal &%%l

#4ushing is an en&i1ing %0&i%n



EFFE6T OF AMBUSH MARKETING

ON THE 6OM:AN3 DOING IT Am'ush ma(7et"n, "s *ons"&e(e& an uneth"*a! 'us"ness

(a*t"*e+

A *oman-0 )h"*h uses the am'ush ma(7et"n, st(ate,-0 )"!!soone( o( !ate( !oose the ex*!us"v"t- of the sonso(sh"0 )h"*h)"!! a!so *ause the "nte(est "n the sonso(sh" to 'e !ost+

The ;nan*"a! ,(o)th an& o)e( of an event o(,an"<e( )"!! soon&e!ete+

Dom"nant '(an&s ma- 'ene;t f(om a ta& mo(e f(om the"(sonso(sh"s0 'ut a(e mo(e a=e*te& '- an am'ush than a non>

&om"nant '(an&



'+E E'+@C# ,SSUE

,s i& e&hi1al 3%r a 1%0any &% a4ush an even&.

*hy d% 4rands wi&h eA1ellen& re0u&a&i%ns ge& in&% &his.

#re &hey jus&i3ied.

'he ues&i%ns arises as &% whe&her %r n%& 0ra1&i1es su1h as a4ushar!e&ing is e&hi1al2 illegal %r si0ly sar& 4usiness 0ra1&i1e ,n %rder

&% de1ide &his2 an eAaina&i%n has &% 4e under&a!en %3 wha& are regardedas e&hi1al ar!e&ing 0ra1&i1es2 in addi&i%n &% eAaining wha& 1%0risesa4ush ar!e&ing2 3%ll%wed 4y a 1%0aris%n %3 &he &w%



'+E E'+@C# ,SSUE

'y0i1ally2 s0%r&s 0r%0er&y %wners and s0%ns%rs view &he 0ra1&i1e as

4eing une&hi1al2i%ral and s%e&ies illegal On &he %&her hand2any 1%0anies una4le &% a33%rd s0%ns%rshi0 3ees will regard &he 0ra1&i1es inv%lved as a legi&ia&e 3%r %3 de3ensive2 1%0e&i&ive 4ehavi%ur and 0erha0s even deny &ha& wha& &hey are d%ing isa4ush ar!e&ing



6ASE STUD3



$+ vs PEPS, 8irs& 1ase &% deal Dhead-%n9 wi&h D0ure-a4ush9 ar!e&ing

Pe0si 0r%%&ed a s1ra&1h 1ard whi1h s&a&ed /,3 < 1i&yh%e %3 a $+ &eaF wins nu4er %3a&1hes2 y%u win 'his was in addi&i%n &% %&her 0r%%&i%nal easures li!e '-shir&s2 1a0s e&1

:is1laier was 0r%vided %n &he 1ard &ha& &he 1a0aign did n%& ass%1ia&e i&sel3 %r s0%ns%r &he

$+ ,n 3a1&2 C%1a-C%la did

'he C%ur& iden&i3ied &he &%r& %3 0assing %332 4y eans %3 sugges&i%n2 &ha& &he 0lain&i33 was in away au&h%rising %r end%rsing &he 0r%du1&

,& als% s&a&ed &ha& &he de3endan& 1%uld als% 1ash in %n &he g%%dwill %3 &he 0lain&i33

+%wever2 &he C%ur& 3%und &ha& &he li!elih%%d %3 1%n3usi%n was very inial2 and even i3 &herewas any2 i& was eliina&ed 4y &he dis1laier

'he de1isi%n %3 &he C%ur& was &ha& a4ush ar!e&ing2 d%ne 4%na 3ide2 was an a11e0&a4le 4usiness 0ra1&i1e in Canada



,CC ;S #R;EE

Phili0s had indulged in a 0r%%&i%nal 1a0aign / Phili0s H :iwali Mana% *%rld Cu0 Ia% and /Buy a Phili0s #udi% sys&e H *in a &i1!e& &% &he *%rld Cu0

'he w%rds were a11%0anied 4y an iage %3 a &i1!e& wi&h 3i1&i&i%us sea& and ga&e nu4er

Phili0s was n%& %ne a%ng &he " %33i1ial s0%ns%rs %3 &he ,CC *%rld Cu0

'he ,CC 3iled sui&2 1i&ing 0assing %332 un3air 1%0e&i&i%n and a4ush ar!e&ing

'he C%ur& held &ha& sl%gans %nly 0%in&ed &ha& &he 0ur1haser %3 Phili0s ay win a 0ri>e and n%&hing

%re

$% li!elih%%d %3 1%n3usi%n &ha& Phili0s was a s0%ns%r %r li1ensee &here%3 'here was n% 0assing %33%r un3air &rading

$%& 1%n&rary &% 0u4li1 in&eres&2 as &he 1%er1ial adver&ising is 3ree s0ee1h 0r%&e1&ed 4y &he ,ndian1%ns&i&u&i%n



CO$CUS,O$

,0%ssi4le &% 1%0le&ely s&%0 a4ush ar!e&ing

Even& is hi& %s& wi&h &he a4ush ar!e&ing

'he a4ushed 1ann%& 4e 1%0ensa&ed

Pr%0er legisla&i%n sh%uld 1%e 3%r &he 0r%&e1&i%n%3 &he %33i1ial s0%ns%r

ambush marketing

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