1. hAmbush marketing

2. Introduction
• A promotion tactic designed to associate a
company ,product, or service with a particular
event ,or to attract the attention of people
attending the event ,with out payment being
made for an official sponsorship

3. !!What is ambush marketing?
• It is an aerial of advertising
• Well planned effort
• Used commonly at world wide spoting
organization
• Trading of the good will be without being an
official sponsor.
• Also called parasitic marketing

4. History of ambush marketing
•
The first noticed moment- 1992 Olympic history
– MJ (a Nike icon) Covered the Reebok logo with The
American flag
• Amex vs. VISA, Winter Olympics
“The Olympics only takes VISA”(VISA – the
official sponsor) vs.
– “You don’t need a visa to travel to Norway” from
AMEX

5. • Japanese KIRIN beer Brand at the 2002 FIFA
WC took on Budweiser
• 2006 FIFA WC in Germany,
– Lufthansa –put a soccer ball on nose of its aircrafts
to ambush Emirates

6. Famous "ambush marketing"
 1984 Summer Olympics; Kodak sponsors TV
broadcasts of the games as well as the US track
team even though Fujifilm is the official sponsor
 1992 Summer Olympics in Barcelona; Nike
sponsors press conferences with the US
basketball team despite Reebok being the official
sponsor. During ceremonies, the players covered
their Reebok logos.
 1994 Winter Olympics; American Express
sponsors the games despite Visa being the official
sponsor.

7.  1996 Atlanta Olympics; sprinter Linford
Christie wore contact lenses embossed with
the Puma AG logo at the press conference
preceding the 100 metres final, despite
Reebok being the official sponsor

8.  1996 Cricket World Cup; Pepsi ran a series of
advertisements titled "Nothing official about
it" targeting the official sponsor Coca Cola.
 1998 World Cup; Nike sponsored a number of
teams competing in the Cup despite Adidas
being the official sponsor.

9.  2003 Cricket World Cup; Indian players
threatened to strike over concerns that the antiambush marketing rules were too strict. Of
particular concern was the length of time before
and after the cup that players were not allowed
to endorse a rival to one of the official sponsors.
Players argued that if they had pre-existing
contracts that they would be in breach of them if
they were to accept the ICC's rules.

10. How it starts
 Sponsorship
 Event
 Publicity
 Advertising
 Competitors

11. How to go about Ambush Marketing ?
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Establishing Marketing objective
Establishing Promotional strategy
Selection of an event
Why an event
Willingness to spend
Implementing
Implementing

12. Why Ambush Marketing?
• More Business
• Less capital invested with high business

13. Countering Ambush Marketing
• Control media advertising
• Control placement of hoardings and booths
• Stop the players from promoting the
ambushers brand
• Action
• Anti-Ambush campaigns

14. Essential things for successful Ambush
Marketing campaign
 Share an event’s publicity using creative marketing
Strategy
 Catch your competitors unaware
 Direct and intentional efforts of one company to outshine
a competitor’s official association with a an event
 Not necessarily an illegal act(Don’t play against the lawplay with it)
 Rope in the players
 Capture media time

15. Advantages of ambush marketing
• Advantage of a major event to increase brand
awareness while not spending the money to
be a sponsor
• When there is an increase in competition the
prices go down

16. Disadvantages of Ambush Marketing
• It decreases commercial value of the event
• It creates unhealthy competitive environment
• It may adversely effect the funding of the
event as it will be beneficial for the company
to be an ambusher.

17. Types of ambush marketing

18. "Direct" ambush marketing
• “ A brand works aggressively to associate itself
with an event or property, when that brand has
not purchased rights as the official sponsor”

19. Types of direct ambush marketing
• Predatory" ambushing: Intentional false
claims to official sponsorship
Example:
• Heineken-UEFA European Championships,
2008.
• Carlsberg’s was the official sponsor

20. • Coattail" ambushing:
The attempt by a brand to directly associate
itself with a property
• Example:
• Nike- Beijing Summer Olympics, 2008.
• Liu Xiang’s injur

21. • Ambushing via trademark/likeness
infringement:
The intentional unauthorized use of protected
intellectual property
• Example:
• Polish magazine -explicitly featuring the words
‘Euro 2008’

22. Indirect" ambush marketing
Ambushing by association: Use of imagery or
terminology to create illusions of a link
between the organization and event
Example:
• 2003 – ICC World Cup in South Africa
Philips (non sponsor)

23. • Values-based ambushing:
Tailor marketing practices - appeal to the same
values or involve same themes
Example :
Pepesi involvement in 1998 cricket world cup

24. • Ambushing "by distraction:
• Promotional presence at or near the event
without specific reference to the event itself
• Example:
• The open championship 2008: Lexus &
Bentley

25. • Insurgent ambushing:
The use of surprise street-style promotions (blitz
marketing) at an event or near
• Eg : French open – Roland Garros 2008

26. • Parallel property" ambushing:
• The creation or sponsorship of an event or
property that bears qualitative similarity
• Example:Eg : The human race- Nike – 24 cities
across the world

27. • Unintentional ambushing:
Passing mention of manufacturer of an athlete's
equipment/clothing.

28. • Saturation" ambushing
• Increase their broadcast-media advertising
and marketing at the time of an event but
make no reference to the event

29. Impact of ambush marketing
Positve impact
• Create brand awareness
• Easy way of recognizing the brands.
• Low cost marketing for ambusher.

30. Negative impact
• Unhealthy competitive environment.
• Decrease in commercial value of the event
• Degrades the abiliy og organiser to attract future sponser.

31. Protective measures
• ASA,(78) protects Olympic,words,mark,motto
• Vertical and horizontal creep
• In India section 9(2) of trade marks act,1999
,give protection to Olympic name and emblem
• Now before submitting candidate for hosting
such an event,prosperctive country has to
submit intended protection measures

32. •
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Pre-event education.
Patrols.
Non-sponsor logos- covering/ removing
Carefully policing the event

33. conclusion
• Impossible to completely stop ambush
marketing.
• Event is hit most with the ambush marketing
• The ambushed cannot be compensated.
• Proper legislation should come for the
protection of the official sponsor .