MARKETING

MANAGEMENT

Rahul Singh
Aadhaar Shukla
Rohit Pungalia
Arvind Kumar
Md. Aslam
 Ambush Marketing

 Ambush marketing is a strategy used by

companies to promote their brands at
events without paying any sponsorship
fees
 Ambush marketing is opportunistic. It’s goal is to
take advantage of situations which allow
brands/products to get extra exposure at minimal
cost.

 Sometimes that involves going right into the lions

den and clashing head on with a competitor who
dominates the main message dissemination
channels.

 Sometimes it requires stealth and more guerrilla-

like tactics.
Imagine you throw a party and invite heaps of brilliant, interesting people

Imagine your room mate fails to help with the planning or the cost

Imagine the night of the party your deadbeat roomie shows up

and claims co-sponsorship

Imagine watching in awe as the freeloader takes credit for your expense
and effort.

Now imagine that party just caused you $ 20 Million.

 Ambush Marketing aka Parasitic Marketing

 One brand pays to become an official sponsor of an

event (most often athletic) and another competing brand
attempts to cleverly connect itself with the event, without
paying the sponsorship fee and, more frustratingly,
without breaking any laws.
 Ambush, or guerilla, marketing is as undeniably effective
as it is damaging, attracting consumers at the expense
of competitors, all the while undermining an event’s
integrity and, most importantly, its ability to attract future
sponsors.
 Another way Ambush marketing explained is pretending
to be a sponsor of a major sporting events but actually
not being a sponsor i.e. without paying requisite fees.
Types of Ambush Marketing
 Direct Ambush Marketing

 Indirect Ambush Marketing

 in a narrow sense

 in a broader sense
 Direct
 Direct use of Symbols or Designations protected for
the organizer of the event or other third parties
involved.

 Usually no problem as the right holder may claim

infringement of its trademark or copyright
 Relates to more subtle forms of marketing.

 does not necessarily aim at misleading the public

about status as sponsor.

 mainly aims to exploit public attention connected

with the event.
 In a narrow sense
„Ambush Marketing by Intrusion“
a suprisingly unique marketing measure
(Ambush)
in direct proximity of the venue or event
Examples:
Bringing visible products into the venue
Sky is the limit?  Quantas plane pushed
away
 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.

 2000 Sydney Olympics; Qantas Airlines’ slogan

"The Spirit of Australia" sounds strikingly similar to
the Games’ slogan "Share the Spirit." despite Ansett
Air being the official sponsor.
 2003 Cricket World Cup; Indian players threatened
to strike over concerns that the anti-ambush
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.
Why not directly apply for an „Ambush
Trademark“?
 disturbance of exclusive rights of official sponsors

 no or less return on invest

 less attractiveness to become an official sponsor

 less willingness to invest in official sponsorship

 less money for sports associations

 no more major sports events?

 trade marks (e.g. WM 2006; Fifa World Cup etc.)

 unfair competition

 domestic authority (Ambush Police)

 contract clauses

 „inviolable precincts“ around venues

 education and shaming strategies

 Protection against Ambushers.

 Australia has enacted a new law called Sydney 2000 Act

to deal specifically with the ambush marketing.
 In India there is almost no protection against indirect
ambush marketing.
 However, for direct ambush marketing there are several
laws like The Trade Practices Act, Trade Marks Act, The
Copyright Act, The Counterfeit Goods Act and
Merchandise Marks Act etc.
 CONCLUSION

 Undesirable practice

 Eradication sought world-wide

 Constitutionality

 “The show must go on”

THANK YOU PEOPLE!!!!!