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AMBUSHMARKETING

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

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