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Introduction
Ambushmarketinginvolvescreatingtheimpressionthatyourbusinessislinkedwith
somethingwhenitisnot.Asthenamesuggestsambushmarketinginvolveslaunchinga
surprisemarketingcampaignpreciselyattherightmomentformaximumeffect.Theaimof
ambushmarketingiseithertopromoteyourproductforaslittlecostaspossibleand/orto
disruptacompetitor'smarketingcampaign.
Definition:
Ambushmarketing,atermfirstcoinedbymarketingguruJerryWelsh,hasnotreallybeen
rigorouslydefined.However,itbroadlyreferstoasituationinwhichacompanyor
product
seekstorideonthe
publicity
valueofamajor
event
withouthavingcontributedtothe
financingoftheeventthrough
sponsorship
.Itistypicallytargetedatmajorsportingevents
liketheOlympicGamesortheworldcupsinvariousgamesandisastrategyadoptedby
rivalsoftheofficialsponsors.
WhenIsAmbushMarketingUsed?
Itcostsalotofmoneytosponsoreventswhichwillreceivealotofmediapublicityfor
exampletheolympics,thefootballworldcup,nationaleventsandconcerts.Somefirmsdo
nothavemarketingbudgetstopayforthistypeofsponsorshiportheirapplication(bid)to
sponsortheeventmayhavefailed.Insuchcircumstancesafirmmaybetemptedtoengagein
ambushmarketingespeciallyifaneventisgoingtobesponsoredbyacompetitorfirm.
Politicianssometimesengageinambushmarketingtodisruptrivalcandidateselection
campaigns.Thiswillinvolvethepoliticianaddinganamendedversionoftherival's
promotionalmaterialtotheirown.Thealteredpromotionalmaterialwillhighlighttheflaws
intherival'selectioncampaign.
IsAmbushMarketingRisky?
Ambushmarketinghasthepotentialtoincreasetheprofileofthebusinessitbelongstoeither
throughthematerialusedforambushmarketingorthroughthemediaattentioncreatedbythe
ambushmarketingcampaign.Itisdifficulttopredictwhethertheprofileincreasewillbe
positiveornegative.Consumersmaynotnoticethe"ambush"andbelievethatthecompany
islinkedtotheeventortheycouldrealisethatthemarketingisunauthorisedandforma
negativeopinionofthebusinessparticularlyiftheambushmarketingdisruptstheir
enjoymentoftheevent.Aswithallmarketingcampaignsbeforeacompanyengagesin
ambushmarketingtheyshouldweighupthepotentialbenefitsagainstpotentialnegatives.
Theyshouldalsomakesurethattheirambushmarketingcampaignwillnotbreakanylegal
rulessuchaslegislationpassedtoprotecteventsliketheolympicsfromambushmarketing:
seebelow.
AmbushMarketingExamples
Therearemanyexamplesofambushmarketing,hereisasmallselection:
Atthe2010FIFAworldcupmatchbetweenDenmarkandHolland36womenwearing
orangetshirtsandminiskirtswiththeBraveriabrewerylogoswereaskedtoleaveas
Budweiserwerethemainsponsorsofthatevent.
Duringthe1996OlympicsLinfordChristieworePumaAGembossedcontactlensesduringa
pressconference,eventhoughtheOlympicswerebeingsponsoredbyReebok.
2008BeijingolympicslotsofconsumersbelievedPepsiweretheofficialsponsorwhenit
wasinfactCocaCola.Pepsiengagedintacticssuchaschangingthecolouroftheirdrinks
cansfrombluetored(redisconsideredaluckycolourinChina)andprintedphotosof
chinesewinnersfromtheironlinecompetitionsonPepsicanssupporting"TeamChina".
CanYouPreventAmbushMarketing?
Whetheryoucanpreventambushmarketingcompletelyorreduceitsusedependsonthe
event.Someactivitiessuchasthepackagingcompaniesusefortheirproductsmaybe
difficulttocontrolbutotherthingssuchasuseofadvertisingspacearoundvenuesduring
events,maybeeasiertomanage.Asmanyexamplesofambushmarketinginvolvemajor
sportingevents,citieshostingsucheventsnowattempttolimitambushmarketing.For
examplethesponsorsfortheLondon2012Olympicsareprotectedbystrictlegislation.Under
theLondonOlympicsandParalympicsAct2006companiesriskjailandupto20000in
fines,iftheiractivitiesgivetheimpressionthattheyareassociatedwiththeLondon2012
Olympicgameswhentheyarenotanofficialsponsor.Therearealsoregulationsprotecting
advertisinginzonesaroundtheLondon2012olympicvenues.Advertisinginthesezonesis
notjustrestrictedtotraditionalpostersandbillboardsetc,itisanyformofadvertising
includinghandingoutmerchandisecontainingnonsponsorbranding.
legalaspectsandambushmmarketing
AmbushadvertisingcanbetrappedinthelegalwebbylegislationslikeTheTradeMarkAct,
1999orTheCopyrightAct,1957whenitisdirect.However,thetwoexamplesdescribed
above,usetheindirectambushwhichcannotbetrappedunderanyspecificlegislationandit
leavestheunderdogbrandinatightspot.Thus,theneedofthepresenthourisfortheIndian
governmenttoprovideforsomespecificlegislationwhichlaydownaprescribedbehaviorfor
advertisements.
Inthe2003caseofICCvs.ArveeEnterprisesandPhilips,theDelhiHighCourt,while
recognizingtheallegedactasambushmarketingcategoricallystatedthatsuchactswerenot
infactprohibitedundercurrentIndianlaw.
Ambushadvertisementsareanenticingandthrillingmodeofadvertising.Althoughambush
advertisementmarsthecampaignofthefirstbrand,itendsupgivingalotofpublicitytoboth
thebrands.Thecampaignsellslikehotcakesamongstthemediaandcapturesthemindscape
oftheconsumerinseconds.Theethicalconcernsoverambushmarketingareacontroversyin
itself.Ambushmarketingisjustanaggressivebehaviorobservedinthecommercialarenabut
itdefinitelydoesnotrevolvearoundfairpractices.Thus,thereisaneedtodrawalineand
whereitshouldbedrawnhastobedecidedbyaprescribedmodeoflegislation.
Typesofambushmarketing
DifferentFormsofAmbushMarketing
AmbushMarketingcomesindifferentforms.Theycanbebroadlyclassifiedas:
1.DirectAmbushing
2.IndirectAmbushes
3.IncidentalAmbushing
DirectAmbushing
Whenbrandsintentionallywanttoappearaffiliatedwithaneventforwhichithasnorights,
directlyattackingtherivals,itisreferredtoasdirectambushmarketing.Underthistypeof
marketing,wehavepredatorymarketing,whichisthedirectattackingoftheofficialsponsor
inabidtogainamarketshareandconfusethemarketinknowingwhotheofficialsponsoris.
CoattailAmbushmarketing,thisiswhenabrandattemptstodirectlyidentifywithanevent
throughlegitimatemeansotherthanbecominganofficialsponsorandpropertyinfringement
whichisanunauthorizeduseofaprotectedintellectualproperty.
IndirectAmbushing
Forindirectambushes,marketersareassociatedwithaneventbuttheyarenotasconcerned
withtheplansoftheirrivals.Underthisformofmarketing,wehaveassociativeambushes
whicharetheuseofterminologywhichsuggeststhattheyaretheofficialsponsorsofan
event,distractambushingwhichisthesettingupofpromotionaladvertsatthevenueofthe
eventwithoutmakingreferencetotheevent.Finally,valuesambushingistheuseofthe
centralvalueorthemeofaneventtogivetheaudienceanimpressionofanassociationwith
theevent.
IncidentalAmbushing
Incidentalambushingcomprisesofunintentionalambushingandsaturationambushing.When
theinformationregardingthecustomsorequipmentusedforaneventismentionedbythe
media,suchisreferredtoasunintentionalambushmarketing.Saturationambushesare
anotherformofambushmarketingunderincidentalambushing.Itiswhenabrandincreases
theirproductawarenesswhenaneventisholdingwithoutmakingreferencetotheevent,
avoidinganysuggestionorimpression.
Approachestoambushmarketing
Anumberofdifferentapproachestoambushmarketing
havebeennotedinthemarketingcommunication
literature.Variationsofthestrategyinclude
1.Runningcommercialsaroundtheevent
2.Eventthemerelatedadvertisements
Ex:imagesofbatball,famouscricketers,cricketstadiums
etcinacricketworldcupevent
3.Beinganofficialsponsoroftheeventbroadcast
4.Aggressivelyleveragingalowertiersponsorship
5.Purchasinglocaladvertisinginsertsduringtheeven
broadcast
6.Majorcontestsorpromotionsthatcoincidewiththe
eventusingrelatedthemes
ReasonsofexistenceofthepracticeofAmbush
marketing
Thereareprimarilyfourreasonsastowhyambush
marketingdespitebeinganintellectualproperty
infringementhassurvived
1.Ambushmarketingcampaignsareshortlived:sporting
eventssuchasworldcupsOlympicsetc.occurwithina
shortperiodoftime.Thereforeitbecomesverydifficult
fortheeventorganizerstoexercisetheirlegaloptionsto
curtailsuchactivity.
2.Lawsexistwhichmayhaveageneralapplicationtothe
problemofambushmarketing,onlyahandfulofcases
haveactuallyprogressedthroughthejudicialsystem.This
isparticularlytrueforchallengestoambushmarketing
usingthetheoryofmisappropriation.
3.Theambushershavebeensuccessfulindefending
themselvesfromlegalchallengesagainstambush
marketing.Ex:InthecaseofPepsiandCocaCola,during
thecricketworldcup1994,cokewastheofficialsponsor
oftheeventbutPepsiambushedcokebycomingupwitha
nothingofficialaboutit
.Pepsigotaway
scotfreebyusingthepopularstrategyofissuing
disclaimer
thecompanyisnotanofficialsponsorand
hasnotpaidtoaffiliatewiththeevent
prosandconsofambushmarketing
Advantages:
cantakeadvantagesfromothercampaigns
savesomemoneyoncommunication
Disadvantages:
canbeoffensivetothemarketrules
mayhasabadassociationtothecustomers
threattoocorporatesponsershiptoanyevent
Advantages:
cantakeadvantagesfromothercampaigns
savesomemoneyoncommunication
Disadvantages:
canbeoffensivetothemarketrules
mayhasabadassociationtothecustomers
1. ambushmarketingacaseofflipkart.com
Flipkartscreamingacrossprint,television,onlineandsocialmediaaboutitsBigBillionDay
SalethathappenedonOctober6,2014.Theteaserad,titledBigThings,featuringstandup
comedianVirDas,wentviralandwassharedwidelyonsocialmediaplatforms.
Reminiscentofthegreatcolawarsofthepast,Snapdeallauncheditsbiggestmarketing
campaignfeaturing28celebritieswith50commercials.Theaimofthisuniquemarketing
strategywastoreachouttoitsvariedcustomerbaseacrossmetrosandTier2&3cities.
AmazonalsojoinedthisfestivesalebandwagonwithitsMr&MrsVermaTVCs.
ItwasthenthatrivalwebsiteslikeSnapdealandAmazon,withthehelpofsmartambush
marketing,hijackedFlipkartssaleandgainedtractionontheirsitesbyofferingbetterdeals
tocustomers.Amazonalsoadoptedanothersmartmarketingtechniquewhenuserstyped
theURLwww.bigbillionday.comontheirbrowsers,theylandedonthehomepageofAmazon
insteadofFlipkart!
AndonOctober7,BigBazaarreleasedafullpageadwhichreadNoDealCanWinthe
TrustofaBillionPeople.YouHavetoEarnIt.Theadfurthersaid:Youcanttakeanation
forgrantedevenforoneday.Since15years,wehavealwaysofferedhonestpromotionsand
discounts.Westockenoughtoleteveryonebenefitit,onlytogiveyouthemostgenuine
offersandsales.ItwasadirectdigatFlipkartsinsufficientstockandfailuretosatiatethe
demandsofonlinecustomers.
napdeal,meanwhile,revealeditscardverycautiously.OnthedayoftheFlipkartBigBillion
Sale,Snapdealcameoutwithaprintadthatsaid:Forothers,itsabigday.Forus,todayis
nodifferent,placedrightnexttoFlipkartsadthatscreamedToday,dontlookanywhere
else.Indiasgreatestsaleeverishere.
2.
caseofambusingofjetkingfisherandgoairways
ThreeIndianairlines
JetAirways
,
KingfisherAirlines
and
GoAirlines
alltiredtooutdo
eachotherintheiroutdooradvertisingcampaigns.
1. ItallstartedwhenJetAirlinesinnocentlyputupthisbillboardtitle:Weve
Changed.
2.KingfisherAirlinessawanopportunityandtookcreditfor
makingthemchange
.
3.Ifthatwasntenough,GoAirlinesdecidedtocashinonthesuccessofthefirsttwo
billboardsandcreateabroaderawarenessofthecampaign.
3.
acaseofambushmarketingofhousing.comandcommonfloor.com
housing.combillboardissayinglookingforhousing
commonfloorbillboardissayingthankyouforlookinguptous
4.
acaseofambushmarketingofdoveandpantene
EffectofAmbushMarketingonconsumers
Boostingcompanyimageisoneofthedominantreasons
forfirmstogetinvolvedinambushmarketingactivities.
Byreachingtheirtargetgroupsinanattractivesportive
settingtheambushersusetheimagetransferprocess.The
effectontheconsumeristhattheyassociatethepositive
eventsettingwiththebrandandsubsequentlytransferthe
positiveimageoftheeventtothebrand.Thebrandimage
canbedefinedasbrandperceptionrepresentedbybrand
associationsheldinconsumermemory.
Thewaybrandassociationsaffecttheconsumercanbe
distinguishedintwodimensions:
1.Cognitive:thecognitivecomponentreferstothebeliefs
andtheknowledgeapersonhasofthebrandattributes
2.Affective:itisrepresentedbytheconsumersfeelings
towardsabrand.
AMBUSHMARKETINGSTRATEGIES:
Fivecommonlyemployedambushmarketingstrategiesas
identifiedbyMeenaghan(1996p106)are:
1.Sponsoringmediacoverageofanevent
Gettingsponsorshiprightsforaneventitselfdoesnot
includeassociatedbroadcastingrights.Thisleadstoa
scenariowheretherivalsoftheofficialsponsorsoften
obtainthebroadcastingrightsandtakeawaythelimelight
fromtheminspiteoftheirofficialstatus.
2.Sponsoringasubcategorywithinanevent
ThiscanbeunderstoodthroughtheKodakandFuji
strategiesin1988OlympicGames.Kodaksecuredthe
worldwidecategorysponsorshipforthegames,whileFuji
obtainedsubsponsorshipoftheU.S.swimmingteam,
whichitpromotedaggressively.
3.Makingasponsorshiprelatedcontributiontoa
playerspool
Therivalsoftheofficialsponsorscanalsosponsorteams
orindividualscompetingwithinspecificevents.
4.Engaginginadvertisingthatcoincideswitha
sponsoredevent
Otherthanenteringintocontractswithintheeventorwith
teamsandindividuals,theambusherscanalsobuynormal
advertisingtimeandspacethatarescreendduringthe
intervalperiods.
5.Developmentofotherimaginativeambushstrategies
Ex:nonsponsorshandingoutcouponsandcapsto
spectators,runninggoodluckandcongratulationsads,
usingworldcupticketsinconsumersweepstakesetc.
Whybrandsfollowambushmarketing?
1.Tocreateanimpressionofbeinganofficialsponsor
withoutpayingforit
2.TocounterbalancetheOlympiccommitmentofmarket
competitors
3.Tosetrightthecampaignsofthesponsorsthatare
misleading
4.Ifsecuringsponsorshiprightsistooexpensiveorthe
categoryisblocked,ambushingisused
5.Tobeabletousethemoneysavedbynotbecominga
sponsor,onadvertisements