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Ambush Marketing Presentation
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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