36884517 ambush marketing

7/31/2019 36884517 Ambush Marketing

http://slidepdf.com/reader/full/36884517-ambush-marketing 1/23



A deliberate attempt by an organization toassociate itself with an event (often a sportingevent) in order to gain some of the benefits

associated with being an official sponsor without incurring the costs of sponsorship.



1984 Olympics;



1994 Winter Olympics;



1996 Atlanta Olympics;



1998 FIFA World Cup;



2006 FIFA World Cup;



In 1996, Coke paid a fortune for the official

sponsor of the World Cup. Rival Pepsipromptly launched a massive advertisingblitz, based on the catch-line (Not Official)

The Pepsi campaign captured publicimagination & Coke being the official sponsor,lost out.



For 2011 Rugby World Cup & 2015 Cricket World Cup, New Zealand to combat ambush

marketing (Sports Minister Trevor Mallard). The London Olympic Games and Paralympic

Games Act 2006-provisions to restrict ambushadvertising at 2012 Summer Olympics



Ambush marketing can arise in the followingtangential actions:

Placement of competitive advertising on Media-first break on TV or cover of the event magazine.

Organize contests to send consumers to theevent.

Sponsoring contestants (Teams or individualparticipants)



Placement of hoarding or booths at strategiclocations during the event.

Promotional items using the mascots/ Logosof the events.

Commercial time on TV shows or specials

during or before the event.



Escalating (almost prohibitive) prices

Distressing imagery of sports & scandals

Increasing marketing competition Clutter in sponsorship



Non sponsors & ambushers gain by intrusionactivities advertising their marks, goods

and/or services to massive audiences,potentially attacking new markets orcommercial segments.

Also benefit from association of the public orthe teams and sportsmen participating.



Coca Cola launched its C2 refreshment by

sponsoring 8 cars-Pepsi 400 at DaytonaSpeedway. Inside, Pepsi signs but outside,Coca Cola placed stands and banners.

Olympic games, Nike handed the publicat the venue’s entrance, paper flags withNike logo, captured by the TV cameras indespair of Reebok(the official sponsor).



http://brandstrategy.files.wordpress.com/2006/11/sponsor1.jpg



Organizers always promise and sponsors expectto have :

unique publicity and/or promotionalpossibilities

grant of exclusivity to official sponsors is amust

official event’s marks, logos, symbols andother forms of official designations.



Trademark registrations

ad hoc legislations-European Sponsorship

Association (ESA). Intellectual Property (IP) protection

Placing ads in the media

Sending letters to the competitors Sponsoring the transmissions of the event etc



Ambush Marketing - A marketing strategy occupying consumer mind space for an event.

Not an attempt to take advantage of sponsored properties without paying theassociated fees.



The marketing decision is about whethersponsorship is really commercially viable.

It is the natural result of healthy competition& has the long-range effect of makingsponsored properties more valuable



By,

Apeksha Sheth - 57

Esha Parekh - 41 Rushil Grover - 25

Neha Arora - 9

36884517 ambush marketing

Documents