GROUP

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

SPONSORSHI P

SPONSORSHIP
• Definition: “An investment in an activity in return for access to the exploitable commercial potential associated with this activity”.

ASPECT OF SPONSORSHIP 1) Public Relation
2) Sales Promotion

FEATURES OF SPONSORSHIP
• Very costly

• It requires other promotional activity

WHAT IS AMBUSH

WHAT IS AMBUSH Definition: MARKETING?

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

is of an for

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

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 MARKETING It 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 MARKETING 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 1. Sponsoring the MARKETING broadcast of the
2. 3.

4. 5.

event Sponsoring sub categories within the event. Purchasing Adv. Time around relay of event sponsored by the competitors. Making the sponsorship related contribution to a player’s pool. Engaging in major non-sponsorship promotions

INDIRECT AMBUSH MARKETING the broadcast of the 1. Sponsoring
event.

INDIRECT AMBUSH MARKETING 2. Sponsoring Sub-categories within the
event.

INDIRECT AMBUSH MARKETING 4.Purchasing advertising time around relays
of the events sponsor by the competitors.

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

INDIRECT AMBUSH 5. Engaging in major non-sponsorship MARKETING
promotions

INDIRECT AMBUSH MARKETING
6. Co-sponsorship

OTHER AMBUSHING STRATEGIES

OTHER AMBUSHING 1. Using photographs of theSTRATEGIES place associated
with event

OTHER AMBUSHING 2. Associating the image of STRATEGIES progressive
player with the brand .

OTHER AMBUSHING 3. While advertising giving the reference of STRATEGIES
sporting event.

OTHER AMBUSHING STRATEGIES consumer using the 4. Misleading the
marketing techniques.

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

“Britannia Khao World Cup Jao”

OTHER AMBUSHING STRATEGIES t-shirts, flags which 5. Distributing the
display brand name

OTHER AMBUSHING 6. Creating confusion in mind of audience STRATEGIES

booking billboards near the event venues.

ADVANTAGE S

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

NEGATIVE IMPACT OF AMBUSHING

REMEDIES AVAILABLE

REMEDIES • Direct Marketing AVAILABLE 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 AVAILABLE Other laws like ,
• • • • • Trade Practices Act Trade Mark Act The Copy Right Act The Counterfeit Goods Act Merchandise Marks Act

A VISIONARY • Sports industry provide APPROACH

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 • Restricting the SPONSORS 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

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