what is ambush marketing

GROUP dT.Y.BBA – I

PROF. V.B.SHAH INSTITUTE OF MANAGEMENT

SURAT

NAME OF GROUP MEMBER• Bhalani Dhaval .A.• Khanasiya Hitesh .R.• Donga Gautam• Antala Keyur• Beladiya Paresh• Navadiya Sanjay .A.• Moradiya Vishal .B. • Paghadal Mahesh .B.

SPONSORSHIP

SPONSORSHIP• Definition: “An investment in an

activity in return for access to the exploitable commercial potential associated with this activity”.

ASPECT OF SPONSORSHIP1) Public Relation

2) Sales Promotion

FEATURES OF SPONSORSHIP• Very costly

• It requires other promotional activity

WHAT IS AMBUSH MARKETING?

WHAT IS AMBUSH MARKETING?Definition:

“Ambush marketing is unauthorized association of business with the marketing of an event. i.e. without paying for marketing rights.”

• Term first coined by marketing expert Jerry Welsh At American express .

• It is “Parasitic Marketing”• Ride unofficially on popularity of

event

WHY AMBUSH MARKETING?

WHY AMBUSH MARKETING ? • Difficult for marketer to spend for

the high cost. • E.g. Pepsi paid $22mn to become a

global sponsor of the two world cup and ICC Tournament.

• Hype environs of mega events.• E.g. Olympic, FIFA world Cup , ICC

World Cup

WHY AMBUSH MARKETING ?• Sponsor has to spend huge

amount for publicity on T.V, Print and Outdoor Adv.

• Ambush Marketing is cost effective.

• Other than sponsor has best option, Ambush Marketing.

HOW IT IS DONE?

HOW IT IS DONE?

Many way to hijack the credit of official sponsor and steal the show

Direct Indirect

DIRECT AMBUSH MARKETINGIt is done by,1. Claiming as official sponsor of

supplier of particular team.

DIRECT AMBUSH MARKETING

It is done by,2. By Authorized used of the

registered event logo on merchandise.

DIRECT AMBUSH MARKETINGClick icon to add clip art E.g. During 1994 Football

world cup, Master card had exclusive rights, but Sprints Communication rival of the Master card used the logo of World Cup without any permission and even without paying a penny of the sponsorship.

INDIRECT AMBUSH MARKETING 1. Sponsoring the broadcast of the

event2. Sponsoring sub categories within the

event.3. Purchasing Adv. Time around relay

of event sponsored by the competitors.

4. Making the sponsorship related contribution to a player’s pool.

5. Engaging in major non-sponsorship promotions

6. Co-sponsorship.

INDIRECT AMBUSH MARKETING1. Sponsoring the broadcast of the

event.

INDIRECT AMBUSH MARKETING2. Sponsoring Sub-categories within the event.Click icon to add picture

INDIRECT AMBUSH MARKETING4.Purchasing advertising time around relays of the events sponsor by the competitors.

INDIRECT AMBUSH MARKETING

Click icon to add picture

3. Making a sponsorship related contribution to a player’s pool.

INDIRECT AMBUSH MARKETING

Click icon to add picture

5. Engaging in major non-sponsorship promotions

INDIRECT AMBUSH MARKETING6. Co-sponsorship

Click icon to add picture

OTHER AMBUSHING STRATEGIES

OTHER AMBUSHING STRATEGIES

1. Using photographs of the place associated with event

Click icon to add picture

OTHER AMBUSHING STRATEGIES

2. Associating the image of progressive player with the brand .

Click icon to add picture

OTHER AMBUSHING STRATEGIES

3. While advertising giving the reference of sporting event.

Click icon to add picture

OTHER AMBUSHING STRATEGIES

4. Misleading the consumer using the marketing techniques.

e.g. offering the tickets of particular event as prices like

“Britannia Khao World Cup Jao”

OTHER AMBUSHING STRATEGIES5. Distributing the t-shirts, flags which display brand nameClick icon to add picture

OTHER AMBUSHING STRATEGIES6. Creating confusion in mind of audience booking billboards near the event venues.

ADVANTAGES

ADVANTAGES

• Maximum Return• Effective In Hampering The

Branding Efforts Of Sponsor• Save Money• More Effective

ADVANTAGES

NEGATIVE IMPACT OF AMBUSHING

NEGATIVE IMPACT OF AMBUSHING Unhealthy Competitive

Environment Commercial Value Of The Event

Decreases. Degrade The Ability Of The

Organizer To Attract Future Sponsor.

Sponsor Can’t Get The Return He Expected

Causes Confusion Among Customers.

NEGATIVE IMPACT OF AMBUSHING

REMEDIES AVAILABLE

REMEDIES AVAILABLE• Direct Marketing is against the

law .• Provision of laws to stop direction

form of ambush marketing. -Olympic in Insignia Protection Act

1987 -Olympic in Insignia Protection

Amendment Act 1994. -Sydney 2000 Act.

REMEDIES AVAILABLEOther laws like ,

• Trade Practices Act• Trade Mark Act• The Copy Right Act• The Counterfeit Goods Act• Merchandise Marks Act

A VISIONARY APPROACH• Sports industry provide great

opportunities for sponsorships.• So Question arise will sponsors

protected from ambush marketing in future.

• Commonwealth Games in the year 2010 held in India.

• In India Cricket enjoys maximum patronage so such laws are required as early as possible.

STRATEGIES

OF SPONSORS

STRATEGIES OF SPONSORS • Restricting the rights that players

grant to their individual sponsor. E.g. 2006 World Cup

• Selling the merchandise of the event only authorized outlets

• Restricting the ambusher's indirect and onside activities.

STRATEGIES OF SPONSORS • Letting the people acknowledge

that the activity of ambusher unofficial and destructive to sports

• Taking the help of government agencies to protect the intellectual property in the event.

FUTURE OF AMBUSH MARKETING• For the 2011 Rugby World Cup and

the 2015 Cricket World Cup, New Zealand is planning to enact laws to combat ambush marketing, according to former Sports Minister Trevor Mallard.

CONCLUSION

THANK YOU