Ambush Marketing

Presented by Aravind D.M 06 Rajeev Bhala 37 Hardik Shaw 61

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

Highlights of Ambush Marketing History

2000 Sydney Olympics : Qantas The Spirit of Australia Ansett Air Share the spirit 2002 Boston Marathon:

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.

Forms Of Ambush Marketing

Advertising Spend: 1984 Los Angeles Olympics,Nike v/s Converse(Official Sponsor)

Deliberate Promotion : 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.

Forms of Ambush Marketing

Being Suggestive : 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. Around 66% of the respondents of a consumer poll identified American Express as the official sponsor instead of Visa.

Forms of Ambush Marketing

Block Out: 1992,Barcelona Olympic Games - Reebok (Official Sponsor) 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

Pulling Stunt: Also known as Guerilla, Stunt or In Your Face ambush marketing.

NIKE
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. This resulted in brilliant exposure for Nike despite not paying the Olympic Organizing Committee a penny!!!

NIKE
The ambush of all ambushes
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. 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.

Ambush- The Indirect Ways

i. Sponsoring the broadcast of the event 1984 Olympics Fuji & Kodak ii. Sponsor Subcategories within the Event world cup football match, rival companies iii. Purchasing Advertising Time Around - buying the advertising time

The Indirect Ways Contd

iv. Engage in Major Sponsorship Promotions

iv. Making a Sponsorship-Related Contribution to a Players Pool Ian Thorpe by Nike with Adidas

Ethical Issues
subverts the integrity of an event and its ability to entice future sponsors. Ambushers create confusion among consumers, for that reason, negating the official sponsors

Ethical Issues Contd

where does the law stand in such cases of ambush marketing?
It does not involve infringement or illegal use of trademarks or symbols

virtual necessity in modern competitive business practice

Beijing Olympics08
More than 5 billion listeners & viewers Aired across 200 countries and regions

China is booming consumer revolution

Previous Olympic experience hence strict rules
Beijing Regulations on the Intellectual Property Protection educational campaigns

Ambush Big Bazaar

Keep West-aSide. Make a smart choice ! Shoppers! Stop. Make a smart choice ! Change Your Lifestyle. Make a smart choice !

Ambush Go air & Kingfisher

Ambush Audi, BMW

Cricket & Cola

1996 World Cup Nothing official about it 2001 Sharjah Coca Cola Cup Ballooning the Pepsi way

2003 World Cup

Official Sponsors: Hero Honda, Pepsi, LG Electronics, South African Airlines Other Sponsors: TVS Victor, Coca Cola, Samsung, Sahara Britannia Khao, World Cup Jao

ICC tries to stop Ambush

Only official sponsors would be allowed to use video clippings from any world cup matches. Only official sponsors would be allowed to use the World Cup logo and use the event in their marketing campaigns. 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).

Tussle between ICC & Players

Players had long relationship with sponsors Lose of money for players sponsors So, few cricketers threatened to pull out of World Cup Finally ICC had to made changes in its clauses of agreement

Conclusion
Healthy Competition Successful ambush strategies feed on illconceived sponsorships and inept sponsors It is probably just the next step on the marketing evolutionary ladder And at times the only option left

Thank You Questions (not cases) are welcome