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Apr 06, 2018

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Aditya Inamdar
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    AMBUSH MARKETING

    It gives me immense pleasure to present this project on Ambush Marketing to the

    readers.

    Ambush marketing is very systematic and planned effort by an organization to associate

    themselves not directly with an event in order to get at least some of the recognition and

    benefits that are associated with being an official sponsor

    Ambush marketing takes place when a corporate firm is looking forward to utilize publicity

    value of an event. Ambush marketing is related to setting up some activity which helps in

    making use of event and interest in it, rather than shelling out for direct sponsorship.

    Ambush marketing is something that is happening, every time during the major sports events.

    The major involvement is taken by the cola companies like Pepsi and Coco Cola where as

    companies like Nike and Reebok have their own ambush marketing strategies.

    This project covers the story of almost all the major players with the event examples. Hope

    this project proves to be of some help in the near future to the readers

    - 1 -

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    AMBUSH MARKETING

    This project explains the term ambush marketing and how MNCS like Pepsi ,Coco Cola,

    Nike, Vodafone are involved in ambush marketing

    What strategies they have undergone?

    In which event?

    Were they successful?

    What was the effect on competitor?

    The project also covers the types of ambush marketing

    Objectives of project

    To know about the term ambush marketing

    To know the benefits of ambush marketing to the companies, organizers etc

    Can I practice Ambush Marketing in my own business?

    How ambush marketing is beneficial to a marketing manager?

    The steps in ambush marketing

    To know the difference between corporate sponsorship and ambush marketing

    During CRICKET WORLD CUP 2011 in Asia the different advertisement shown on

    television and various articles in newspaper with so much attraction and glamour in it

    help me to take decision for selecting the topic for the project.

    This project is a extract of various news-paper articles, websites, books, personal

    experience.

    To know about the awareness and opinion about ambush marketing among

    management students.

    - 2 -

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    AMBUSH MARKETING

    Not many people know about ambush marketing

    Ambush marketing is practiced only by the top MNCS

    Also in top MNCS decision of ambush marketing is taken by the top

    marketing managers

    Consultation work have been done for the project purpose but Ambush

    Marketing is just a unknown term for majority of them

    Because of the above mention reason data from companies and the

    consumers or the local people is not possible. Therefore primary data

    Is been obtained from management students.

    But sincere effort has been taken to complete the project and to make reader

    understand the term ambush marketing

    - 3 -

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    AMBUSH MARKETING

    Sr. No. ParticularsPageNo.

    1 CORPORATE SPONSORSHIP 6

    2 THE PROCESS OF CORPORATE SPONSORSHIP 7

    3 BENEFITS OF CORPORATE SPONSORSHIP 9

    4 DRAWBACKS OF CORPORATE SPONSORSHIP 10

    5 AMBUSH MARKETING 13

    6 AMBUSH MARKETING PROCESS 15

    7 ESSENTIALS 17

    8 PEPSI, VODAFONE & NIKE 25

    9 COUNTERING AMBUSH MARKETING 29

    10 AMBUSH MARKETING AT SPORTS EVENTS 32

    11 AMBUSH MARKETING AT ITS BEST 34

    12 PROS 35

    13 CONS 37

    14 CASE STUDIES 39

    - 4 -

    TABLE OF CONTENTS

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    AMBUSH MARKETING

    15 FINDINGS 45

    16 CONCLUSIONS 53

    17 RECOMMENDATIONS 54

    18 REFERENCES 55

    19 QUESTIONNAIRE 56

    SECTION I

    AN INTRODUCTION

    TO

    CORPORATE SPONSORSHIP

    - 5 -

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    AMBUSH MARKETING

    Corporate sponsorship can be defined as:

    "Corporate Sponsorship means associating a company or a company's brand with an

    Event to reap benefits associated with that particular event. This is done by paying money

    or making concessions to the Event organizers. This gives the sponsor a right to use the

    event to market the company or company's brand."

    It can also be defined as:

    "A marketing tool that helps a company to form or enhance its image or market its

    products or create or enhance the brands of the company by associating itself with an event

    and using it to do so."

    Thus, Corporate sponsorship means using the attention derived by way of the event to benefitthe firm and paying money or making concessions for being allowed to do so.

    - 6 -

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    Identifying Sponsorship AreasIdentifying Sponsorship DetailsApproaching CorporatesEvaluation of ProposalNegotiationsSigning of ContractImplementation of Contract

    AMBUSH MARKETING

    - 7 -

    STEP IIISTEP IVSTEP VSTEP VISTEP VIICorporate Sponsorship ProcessSTEP ISTEP II

    2. THE PROCESS OF CORPORATE

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    AMBUSH MARKETING

    STEP I - Identifying Sponsorship Areas:The Event Organizers identify various categories for sponsorship in addition to the main

    sponsor and co-sponsors.

    STEP II - Identifying Sponsorship Details:

    The organizers then identify the benefits it can give the sponsors (main sponsors, co-sponsors

    and sponsors for various categories) and the price for these benefits.

    STEP III - Approaching Corporates:

    The Event organizers then approach the companies it wants to target and which fall under the

    various categories for sponsoring the event.

    STEP IV - Evaluation of the Proposal by Corporate firms

    The Corporate firm then evaluates the proposal on whether associating with the event would

    benefit the firm's image and the cost of doing so.

    STEP V - Negotiations

    - 8 -

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    AMBUSH MARKETING

    Negotiations on the terms of the contract, the benefits and the price takes place between the

    Corporates and the Event Organizers.

    STEP VI - Signing the Contract

    The next step is signing of Contract that lists down the benefits that will be received by both

    the parties and the rights of the sponsor.

    STEP VII - Implementation of Contract

    The final step is implementation of the contract, which involves association of the sponsors

    with the event and preventing competitors of the sponsors from using the event signs and

    symbols for promoting their brand.

    - 9 -

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    AMBUSH MARKETING

    Corporate sponsorship is beneficial to both the sponsor in attaining its marketing objectives

    and to the event organizer to make his event happen.

    Audience awareness:

    When people are relaxing they can imbibe information faster. This helps the brand message

    penetrate effectively into the consumer psyche.

    Image:

    Sponsorship leads to the brands image enhancement by virtue of association with a high

    profile event.

    Segment targeting:

    Sponsorship enables the marketers to target their consumers in an efficient & relevant

    manner. So if Mercedes Benz wants to reach CEOs, they can do so more efficiently by

    sponsoring a golf tournament than by advertising on TV.

    Alternative:

    Sometimes companies have no other avenue for reaching the masses due to governmental

    restrictions on advertising etc. (for example many tobacco & alcohol companies cannot

    directly advertise)

    Emotional Touch:

    Sponsoring an event, which is close to the hearts of your target audience, gives an emotional

    touch to the brand of the sponsor.

    - 10 -

    3.1TOTHE SPONSOR

    3. BENEFITS OF CORPORATE

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    AMBUSH MARKETING

    Financial Support:

    Corporate sponsorship gives a financial support to the event organizer, which makes the event

    possible. Without the aegis of sponsors most events including the mega events like FIFA's

    FOOTBALL WORLD CUP would not take place.

    Gives Credibility:

    If an event is sponsored by a major and a well reputed Corporate house then it renders

    credibility to the Event.

    Helps in Marketing the Event:

    Event sponsors will go about promoting their association with the event. This will indirectly

    be of help in the marketing of an event.

    Every coin has two sides. Along with the benefits attention has to be set on the Drawbacks

    associated with an event.

    Dictating Terms:

    Sponsors when they put money into an event they obviously, expect something in return.

    Most event organizers face the problem of the sponsor dictating terms.

    Diversion from the Event:

    Event organizers are required to display the logos and banners of sponsors. In addition to this,

    they may have to announce the name of the sponsors on a regular basis (as per the terms of

    the contract). This may result in a diversion from the actual event. Not many spectators or

    audiences will like this.

    Dilution of Control:

    There is a dilution of Control from the Event Organizers point of view. Sponsors gain more

    importance than the Event Organizers.

    - 11 -

    3.2 TOTHE EVENT ORGANIZER

    4.1 TOTHE EVENT ORGANIZER

    4. DRAWBACKS & THREATS OF

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    AMBUSH MARKETING

    Success related to event:

    Success of a sponsorship is directly related to the success of the event being sponsored. If the

    event being sponsored has failed to draw crowd or attention or has been a failure then the

    sponsors brand will suffer.

    Audience's reaction:

    The distraction that is being caused due to the sponsor or his brand may result in an

    unfavourable reaction from the audience. This may be in contradiction with what the sponsor

    wanted to achieve with the sponsorship.

    Price of Sponsorship:

    The price of Sponsorship has spiraled over the years. It takes millions of Dollars to attain a

    Sponsorship at a prestigious event like the World Cup Soccer or the Olympics. It cost Kodak

    $40 million back in 1996 Atlanta Olympics to become a sponsor in its category.

    Poor Sponsorship Packages:

    The sponsorship deal in any event is limited to a few assets and rights that can be given to the

    Sponsor. A sponsor does not have the legal backing nor the protection beyond them.

    The biggest threat to Corporate Sponsorship - to both the sponsor and the event organizer is

    AMBUSH MARKETING.

    - 12 -

    4.2 TOTHE SPONSOR

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    AMBUSH MARKETING

    SECTION II

    AMBUSH MARKETING:ARE YOU THERE WHEN YOU

    ARE NOT

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    AMBUSH MARKETING

    The Oxford dictionary defines Ambush as - "surprise attack by persons lying concealed."

    Thus, Ambush marketing can be understood as a surprise attack on an event sponsor by its

    competitor.

    The official definition of Ambush Marketing can be stated as follows:

    "Ambush marketing is the planned effort by an organization to associate themselves

    indirectly with an event in order to gain at least some of the recognition and benefits that

    are associated with being an official sponsor"

    Ambush marketing takes place when a trader seeks to utilise the publicity value of an event,

    for instance - a major sports tournament or a concert, to gain a benefit from it despite, not

    having any involvement or connection with that event and more particularly, having made no

    financial contribution to entitle him to derive benefit from it. Ambush marketing is a radical

    concept which involves setting up some activity that makes use of the event and the interest in

    it, rather than shelling out for direct sponsorship.

    Example: A Pepsi hot air balloon flying above Sharjah, on the day of the Coca Cola Cup

    Final.

    - 14 -

    5.1 AMBUSH MARKETING: THE

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    AMBUSH MARKETING

    Ambush marketing can manifest itself in two manners.

    FORGING:Often a major event has a name, logo, or other insignia identifying it. Unauthorised

    persons use these insignia, or insignia, which are sufficiently similar to the authentic

    insignia to cause confusion. In this form of ambush marketing the ambush marketer

    misleads the public into thinking that he is an authorised sponsor or contributor associated

    with the event.

    Example:

    During the Football World Cup Collins, a beer company used the marks associated with

    the World Cup and was promoting tickets. FIFA fought the case in an Irish court and won

    the case against Collins.

    INTRUSIONIn this form of ambush marketing, the ambush marketer seeks not to suggest a connection

    with the event but rather to give his own name, trade mark, or other insignia exposure

    - 15 -

    Ambush MarketingFORGINGINTRUSION

    5.2 AMBUSH MARKETING: THE TYPES

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    AMBUSH MARKETING

    through the medium of the publicity attracted by the event; this is done without any

    authorisation of the event organizer. In this type of Ambush Marketing the Ambush

    Marketer strives to use the event and the attention gained via the event to promote his

    product.

    Example:

    Pepsi during the 2002 FIFA World Cup did not claim that they were supporting the World

    Cup. However, it used the event to promote their product.

    "They dont support football the way it should be supported, and yet they are promoting

    an association with it, for example, by having a very nice and clever ad with Sumo

    wrestlers also involving famous Football stars."

    - CEO of FIFA Marketing, Patrick Magyar

    - 16 -

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    Establishing Marketing ObjectivesEstablishing Promotional StrategySelection of an EventWhy that Event?Willingness to SpendImplementing

    AMBUSH MARKETING

    Ambush Marketing does not have a set procedure. However, there is a standard set of

    procedures followed by companies in the past.

    Step 1: Establish your Marketing ObjectivesThe first step is common to whatever Marketing or Promotional Strategy you adopt.

    You need to identify the Marketing Objectives of the firm which are based on your

    overall Corporate Objectives and on which will be based your Marketing Strategy.

    Such a strategy should include identifying your Target Audience, brand image and

    brand positioning, etc.

    Step 2: Establish your Promotional Strategy

    - 17 -

    STEP IIISTEP IVSTEP VSTEP VIHow to go about Ambush MarketingSTEP ISTEP II6. AMBUSH MARKETING: HOW TO GOABOUT IT

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    AMBUSH MARKETING

    This involves formulating a strategy for Promoting your brand and achieving the

    objectives that were set during the previous stage. A decision needs to be made on

    how to promote your brand; advertising, corporate sponsorship, etc.

    Step 3: Selection of event

    After Corporate Sponsorship or using events as a medium of promotion has been

    identified as a promotional strategy a decision needs to be made on - which event.

    This stage can be broken into two steps

    a) Type of Event: Identifying the type of event you want to associate your brand like

    Sports or Cultural, etc. This is based on your brand positioning objectives.

    For e.g. Nike has positioned its brand as a Sports brand therefore, it has always been

    associated with sports event

    b) Specific Event: After the Event type has been identified a decision needs to be

    made as to, which particular event should be selected for brand promotion.

    for e.g. After Nike has identified Sports as the Event type it wants to target, the next

    step is to select a specific event, like Ice Hockey or Soccer World Cup.

    Step 4: Why do you want to associate yourself with the event

    An obvious question that needs to be asked is - Why do you want to associate your

    brand with a particular event? Is it essential for your company? Will it give the

    company the leverage it wants? Do you think that associating your brand whether

    directly or by ambushing will help you position your brand better? Is it in co-operation

    with the image you want to create your brand? If the answers to the above questions is

    yes. Then, the option with you is to either to sponsor the event or to use Ambush

    Marketing.

    Step 5: How much are you willing to spend?

    This, alongwith other factors will determine whether Sponsoring an event or

    Ambushingan event is the option to be selected. If you think sponsoring the event is

    worth the investment and it helps you achieve what you want to achieve from the

    brand then go ahead with it. However, beware of your competitors who will be trying

    to Ambush you. If you actually do sponsor the event then ensure there is enough

    protection against potential Ambushers.

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    AMBUSH MARKETING

    However, if you think the investment required in sponsoring the event is not worth it

    and will not help you achieve what you wanted to, from the event. Then Ambush

    marketing might be the best bet available to you.

    Step 6: Implementing

    The last and final step in Ambush Marketing is Implementing your strategies. Ambush

    marketing needs to be creative and the ramifications of your strategy needs to be

    assessed. Ambush Marketing does not have a set procedure so, your creativity matters

    the most. Ambush Marketing implementation has to have a few essentials.

    Though Ambush Marketing does not have a set procedure, there are a few essential things that

    form part of a successful Ambush Marketing Campaign.

    Catch your competitor unawares:Timing of your attack or Ambush needs to be precise. Don't give your competitor (Event

    sponsor) the time to react to your ambush, nor should he be given the time to lobby with the

    Event organizer to keep a few safeguards in the Event.

    Creativity:Creativity stands for'Find out new ways of doing the same thing'. Constantly be on the look

    out for new ideas. Your competitor has the advantage of being officially associated with the

    event thus, Creativity is the only thing that could give you an edge over your competitor. Rope in the Players:If you can't associate your brand with an Event then, the best thing is to associate your brand

    with the players playing in that Sports Event. Pepsi, during the FIFA WORLD CUP 2002

    used the likes of Beckham and Roberto Carlos along with other big names in Football to

    associate itself with the World Cup. They did it successfully to Ambush the official sponsor

    Coca Cola.

    Capture media time:Most successful Ambush Marketing attempts were successful because they captured the

    - 19 -

    7. THE ESSENTIALS OF AMBUSH

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    AMBUSH MARKETING

    media time during, before and after the Event. The likes of Pepsi have been successful

    because they captured the media time during, before and after the event.

    Dont play against the law. Play with it:This is the most essential part of a successful Ambush Marketing. Do not use the logo or

    symbols or insignia associated with the event to promote your brand. This may lead to legal

    hassles due to Intellectual Property Rights infringement. Intrusion is the best form of Ambush

    marketing that needs to be adopted.

    SECTION III

    CRICKET WORLD CUP 2011

    AND AMBUSH MARKETING

    - 20 -

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    AMBUSH MARKETING

    The 2011 ICC Cricket World Cup is the tenth Cricket World Cup and is being played in

    Bangladesh, India, and Sri Lanka. It is Bangladesh's first time co-hosting a World Cup. Allmatches in the World Cup will be accorded One Day International status, with all matches

    being played over 50 overs. Fourteen national cricket teams will compete in the tournament,

    including ten full members and four associate members. The World Cup will take place

    between February and early April 2011, with the first match played on 19 February 2011 with

    co-hosts India and Bangladesh facing off at the Sher-e-Bangla National Stadium in Mirpur,

    Dhaka. The opening ceremony was held on 17 February 2011 at Bangabandhu National

    Stadium, Dhaka, two days before the start of the tournament, with the final on 2 April 2011 at

    Wankhede Stadium, Mumbai.

    MoneyGram International

    MoneyGram International is a recognized payments services organization. They offer a

    number of services and products, which can make money transfer and services easier and

    faster. They cater to multi-currency payment policies in most of the cooperating countries.

    They make send and receive money from around the world through third party agents.

    Reliance Communications

    Reliance Communications Limited is the leading telecommunications service provider in

    India and one of the top five organizations in the world. Formed by late Shri Dhirubhai H

    Ambani, this organization is the pioneer company in telecom industry in this country. 110

    million people are connected through their network in India.

    PepsiCo

    - 21 -

    CRICKET WORLD CUP 2011 AND

    Sponsors Of Cricket World Cup 2011

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    AMBUSH MARKETING

    PepsiCo is a popular beverage company and it will play the role of the official beverage and

    snacks partner in this world cup. They are also the official sponsors on Indian Cricket team in

    this tournament. Founded in 1995, its reaches are spread across 200 nations in the world.

    Emirates

    Emirates is one of the esteemed international airlines in the world. Emirates believes that

    sports are the basic connecting link with their customers. They have a world wide network of

    100 places around the world. They are the official sponsor of the tenth world cup tournament.

    Apart from cricket, they are also associated with other sports.

    Reebok International Limited

    Reebok International Limited is a British company, which many manufacture apparels and

    footwear. Earlier known as Mercury Sports, Reebok was taken over by ADIDAS in 2006.

    Reebok is the official partner in this tournament and at the same time has endorsed a number

    of players such as Mahela Jayawardene, Shoaib Malik, VVS Laxman, Mahendra Singh

    Dhoni, Chris Gayle etc.

    Hero Honda Motors Ltd

    Hero Honda Motors Ltd is an Indian based automobile company. They have promoted anumber of sports events and in 2011 cricket world cup, they are the official sponsors. Hero

    Honda Motors Ltd sponsored Hero Honda Cup in 1993 and World Cup in 1999. They also

    sponsor a number of players in the Indian squad.

    LG Electronics

    LG Electronics is one of oldest sponsors of Cricket World Cup. LG Electronics is a principal

    electronics company in India. It promotes cricket around the world with its sponsorship. LG

    Electronics is famous for its home appliances and mobile communication systems. Its services

    and products reach approximately 85000 people in the country.

    ESPN STAR Sports

    ESPN STAR Sports is a leading live sport channels in the Asian continent. They are being

    telecast in 24 different countries through 17 networks. They offer world-class sports event for

    Asian viewers. It reaches 310 million people within a few seconds. ESPN STAR Sports is the

    main broadcasting partner among the 2011 cricket world cup sponsors.

    Yahoo! Inc

    Yahoo is one of the leading Internet Brand in the world and the official online communication

    - 22 -

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    AMBUSH MARKETING

    partner in 2011 cricket world cup.

    The International Cricket Council (ICC) has threatened to throw any player out of the World

    Cup 2011, who is found to be indulging in ambush marketing.

    (Any player) breaches the squad terms may face sanctions, David Becker, ICCs legal head

    stated in a memo saying that the guilty player may be excluded from the event along with

    financial penalties.

    The memo was sent to all the international players and the cricket boards of the participating

    countries regarding guidelines for commercials and endorsements during the World Cup.

    The memo read that the squad members could not allow their names and images to be used by

    any third party for any commercial purpose that implies its direct or indirect association with

    the event.

    According to the memo, the players would not be able to endorse a brand seven days prior to

    the start of the World Cup and the restriction will end only when a team is knocked out of the

    much-awaited event.

    Becker stated that the players are barred to advertise a brand or insignia of any third party on

    team uniform, team kit or practice kit or any other clothing directly related to the game.

    However, the ICC has allowed the members to feature in any advertisement if they are

    appearing in casual clothing and not representing national colors.

    The issue caused a huge ruckus during the 2007 World Cup and it directly affects the players,

    who have already tied themselves with their respective Indian Premier League (IPL)

    endorsements.

    - 23 -

    ICC World Cup 2011, ICC to tackle players involved in ambushmarketing

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    AMBUSH MARKETING

    M.S Dhoni (for SONY and Aircel)

    A high-visibility print campaign and hoardings by Sony featuring India cricket captain MS

    Dhoni has landed in controversy just days before the start of the world cup, with the

    International Cricket Council checking out if it is a case of ambush marketing. The campaign,

    that shows Dhoni playing cricket in blue clothes, has not gone down well with the ICC, which

    has laid down strict guidelines for protecting its sponsors against any form of ambush

    marketing , two officials close to the

    developments told ET. The advertisements

    promote Sony's high-definition televisions.

    The country's top consumer electronics

    company LG India is the official world cup

    sponsor for consumer durables. "The ICC is

    discussing the matter with Sony India, the

    BCCI (Indian cricket board) and the cricketer's

    managers," said one of the officials working closely with ICC on sponsorship rights. "It seems

    to be a borderline case of ambush marketing," said the person , requesting anonymity. As per

    ICC guidelines against ambush marketing, only official sponsors can show cricketers

    participating in the tournament in team colours and official gear.

    Indian skipper MS Dhoni got himself entangled in the International Cricket Council's ambush

    marketing clause and was reprimanded by the apex body for its violation.

    The game's governing body has taken a strong exception to Dhoni promoting Sony and Aircel

    ads and has asked the Indian wicketkeeper batsman to remove the posters promoting non-

    World Cup sponsors.

    - 24 -

    Players and brands involved in ambush marketing (Cricket World

    cup 2011)

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    AMBUSH MARKETING

    Dhoni's manager, however, claims that the campaign doesn't account for ambush marketing as

    the said advertisements encash only Dhoni's reputation, goodwill and popularity.

    But the ICC has allowed squad members to appear in an advertisement or an endorsement

    during the mega-event if they wear cricket whites or "any other casual formal or leisure

    wear", provided they don't appear in the national colours of their team and there is no direct

    association with the World Cup or usage of logos of the ICC or the tournament.

    Sachin Tendulkar: ( for Coca cola )

    PepsiCo's rival Coca Cola has said that it will not roll out any campaign during the World

    Cup using Sachin Tendulkar. The company had last month announced him as its 'Happiness

    Ambassador'.

    - 25 -

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    AMBUSH MARKETING

    SECTION IV

    THE MASTERS OF

    AMBUSH MARKETING{ A SPECIAL STUDY OF NIKE, PEPSI & VODAFONE ON THEIR

    AMBUSH MARKETING TACTICS}

    - 26 -

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    AMBUSH MARKETING

    There is 'NOTHING OFFICIAL ABOUT IT' when it comes to Pepsi and its Marketing

    strategies. Pepsi has been a major contributor of finance to sporting facilities. Pepsi has over

    the years used Sporting events to promote and enhance its brand image, be itOfficially(Official sponsor) or unofficially(Ambush Marketing).

    The two major events where Pepsi has successfully resorted to AMBUSH MARKETING

    have been the ICC CRICKET WORLD CUP in 2007 and the FIFA FOOTBALL WORLD

    CUP in 2002.

    Well there is Nothing Official about the fact that Pepsi was present at the ICC CRICKET

    WORLD CUP 2007 whether, officially or unofficially.

    Official Sponsor:

    Coca Cola was the official soft drink of the ICC CRICKET WORLD CUP. Coca Cola started

    promoting itself as the Official Soft drink of the ICC Cricket World Cup held in West Indies.

    Ambush Strategy:

    Pepsi responded to the Coca Cola promotion of the official Soft Drink of the Cricket World

    Cup, 2007 by carrying out a mega media campaign with the punch line NOTHINGOFFICIAL ABOUT IT. To carry out its campaign Pepsi roped in the SACHIN

    - 27 -

    PEPSI AT ICC CRICKET WORLD CUP 2007

    8. PEPSI, VODAFONE & NIKE:

    8.1 PEPSI: YEH DIL MAANGE MORE, AHA!!!

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    AMBUSH MARKETING

    TENDULKAR. The use of Sachin Tendulkar to promote its brand by using the attention

    gathered because of the event undermined the success of Coca Cola as an Official Sponsor.

    Pepsi was at its AMBUSHING BEST at the FIFA FOOTBALL WORLD CUP, 2002 held in

    Korea and Japan.

    Official Sponsor:

    Millions of Dollars were spent by Coca Cola to get the Official Sponsorship of the FIFA

    FOOTBALL WORLD CUP, 2002. But at the end of the event Pepsi went with the honours of

    capturing more attention than Coca Cola got

    Ambushing Strategy:

    Pepsi once again used the star power of Major Footballers like David Becham, Roberto

    Carlos and other well known Footballers. It came up with an innovative idea of a match

    between the Football Stars and Sumo Wrestlers, the prize for the winner being PEPSI.

    Though the Sumo Wrestlers won the match, the real winner was Pepsi.

    REASON BEHIND PEPSI's SUCCESS

    The main reason behind Pepsi's success at Ambush Marketing was that it did make any

    direct reference to the event. It merely used the event to successfully capture audience

    attention. What made catching attention easier was that it had innovative and creative media

    campaign and it used the Stars of the event to promote its brand.

    - 28 -

    PEPSI AT FIFA FOOTBALL WORLD CUP, 2002

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    Marketers always look for creative ideas to capture audience's attention.

    Imagine, two streakers

    running nude in the middleof an exciting Rugby

    Match. That's exactly what

    Vodafone did to try and

    attract audience's attention.

    Two streakers bearing the

    Vodafone logo on their

    bodies invaded the pitch

    during the second half of a Rugby match between New Zealand and Australia in Sydney.

    The streakers ran up to and around New Zealand (All Blacks) player Andrew Mehrtens as

    he was preparing for a crucial penalty kick.

    Though Australia won the match 16-14 the real winner in terms of capturing public

    attention was VODAFONE. This is a case of Ambush Marketing as the official

    sponsor of the event was TELSTRA an Australian Telecom company, which is in

    direct competition with Vodafone.

    Nike leads the pack when it comes to Ambush Marketing. A Swoosh here and a swoosh there.

    Nike always manages to find a way to use a popular event like the Olympics to promote its

    brand without actually sponsoring the event in any capacity.

    - 29 -

    8.2 VODAFONE: ADVANTAGE VODAFONE

    8.3 NIKE: JUST DO IT

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    Boston Marathon is a 26 mile

    marathon race. One such race

    took place on April 16, 2007.

    Adidas was the official

    footwear sponsor of the event.

    Adidas had put up hoardings all

    over the race track. However,

    Nike came up with aninnovative strategy which

    involved having a billboard at

    the subway tunnel which fell in the path of the race track. Nike had used loads of dirty

    socks and had painted the Nike Swoosh and the event date on it. The hit and run campaign

    included the use of slogan - right down to the dirty socks

    Nike during the World Cup invested in some kind of five-a-side event, as well as putting

    electronic score displays with instant updates on the sides of buses.

    Nike during the Salt Lake City 2002 Winter Olympics sponsored the teams participating

    in the Salt Lake City Ice Hockey Event.

    - 30 -

    NIKE AT THE BOSTON MARATHON - 2007

    NIKE AT FOOTBALL WORLD CUP - 2002

    NIKE DURING SALT LAKE CITY - 2002

    NIKE AT OLYMPICS

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    In past years, the Olympics have been a playground for ambush marketing techniques. For

    example, Nike, not an official sponsor of the 1996 Summer Olympics, constructed a building

    overlooking the Olympic Park to associate themselves with the festivities of the Olympic

    Games. Nike not only bought up all the out door poster sites in Atlanta, but set up its own

    Nike village just next to the official Olympic sponsors village.

    CONTROL MEDIA ADVERTISINGThe complete right of an event is with the organizers of the event. Television rights are given

    a Television Company (on paying a fee) by the event organizers. Therefore, the organizers

    should try and put a clause in the contract with the broadcasting company refraining them

    from airing the advertisements of competitors of official sponsors.

    This needs to be done because most of Ambush marketing is done through media and

    broadcasting companies. Therefore, if this can controlled then Ambush marketing can be kept

    in check.

    CONTROL PLACEMENT OF HOARDINGS AND BOOTHS IN AND AROUND THE EVENT LOCATIONNike, during the Los Angeles Olympics in 1984 erected huge wall murals near the Los

    Angeles Coliseum, which prominently displayed Nike track and field athletes. Another

    strategy used by ambushers is to use illustrations or photographs of places, buildings, etc, that

    are associated with an event in advertising as background to the ambusher's product. This

    undermines the image that the sponsor wants to enhance with respect to the event. The event

    organizers (especially the big ones) should control the area in and around the event to counter

    such strategies. At Athens, the IOC is trying to protect the rights of its world wide partners

    and other sponsors. An IOC sports person says: We are very stringent. From the beginning,

    the host country from the Olympics has a contract which induces clauses about brand

    protection.

    - 31 -

    9. COUNTERING AMBUSH

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    There are strict rules that allows only sponsors to associate themselves with the games. As far

    as possible, the host city needs to have a clean area around it, where bill boards only carry

    advertising from official sponsors.

    STOP THE PLAYERS FROM PROMOTING THE AMBUSHERS BRANDThe International Cricket Council (ICC) stopped the players of participating nations from

    promoting the brand of competitors of the official sponsors a month before, during and a

    month after the event. This created a row between the organizers (ICC) and the players. The

    terms of contract were then settled to during the event and 17 days after the event no player

    was allowed to advertise for any rival company of the sponsor.

    TAKE ACTIONAction needs to be taken, wherever possible, against the companies that use the Event logos

    or symbols or insignia to promote its brand or for those who violate the Intellectual Property

    rights. More acts should be developed to ensure the protection of sponsors. The United States

    of America has an act dealing with the violation of such marketing principles as conveying

    the false message that a company is an official sponsor or affiliate when, in fact, it is not. If

    the event organizer isn't intent on taking actions then, the sponsors whose rights are violated

    should be empowered to do so. ACTIONS AGAINST AMBUSHERS WILL ACT AS A

    DETERRENT FOR ANY SUCH ACTIONS IN THE FUTURE.

    CREATE AN ANTI AMBUSH CAMPAIGNEvent organizers should create an anti Ambush campaign by making ads and PR strategy to

    renounce Ambush Marketing strategies. It should also resort to Press Conference renouncing

    actions of Ambush Marketers. An awareness programme should be carried out to ensure that

    the audience are aware of who the actual sponsors are. The campaign should focus on the

    - 32 -

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    negative effects such Ambush Marketing Strategy have on successful conducting of the event.

    This will act as a deterrent for Ambush Marketers.

    SPECTACULAR TICKETING POLICY:

    There should even be a spectacular ticketing policy which means that people can be prevented

    from bringing certain items into the viewing areas. The IOC keeps a sharp lookout for

    infringements, both by non sponsors and by sponsors who might bend the rules.

    SECTION V

    THE

    DANGEROUS

    GAME{ A SPECIAL STUDY ON PRESENCE OF AMBUSH MARKETING AT

    VARIOUS SPORTS EVENTS LIKE OLYMPICS, FOOTBALL, CRICKET}

    - 33 -

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    AMERICAN EXPRESS VS. VISA

    In the 1994 Winter Olympics in Norway, American Express's advertising campaign was "If

    you're traveling to Lilehammer, you'll need a passport, but you don't need a Visa." Visa was

    the official sponsor of those Olympic Games.

    NIKE: IT JUST DOES IT

    At Salt Lake City, 2002 (Winter Olympics held in Salt Lake City, USA) marketing games are

    played with as much vigour as real games.

    Despite, Nike not being an official sponsor for the games every hockey team at the Games is

    - 34 -

    Nike Ambushing Adidas atSalt Lake City

    10. 1Lilehammer Winter Olympics, 1994

    10. 2 SALT LAKE CITY - 2002

    10. AMBUSH MARKETING AT

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    outfitted from head to toe, inside and out, by Nike.

    With, the cost of sponsorship ranging from $5 million to $50 million (depending on the level

    of sponsorship and coverage).

    Nike did not have to pay anything for the sponsorship yet the coverage it got out of athletes

    sporting Nike swoosh was more than what any official sponsor would hope to get out of an

    event. A survey conducted by MSNBC among spectators revealed that people conceived Nike

    to be the sponsor of the games.

    Korea Japan, 2002 saw Coca Cola being

    Ambushed by its rival Pepsi. Coca Cola had

    attained the title of Official Soft Drink at

    Korea-Japan 2002. However, Pepsi during the

    course of the Event and prior to the event aired

    Advertisements featuring Top Footballing stars

    like David Becham, Roberto Carlos, etc.

    playing a match with Sumo Wrestlers for a

    PEPSI. The venue was showed as TOKYO, 2002.

    AMBUSH MARKETING ATTEMPT AT THE 1999 CRICKET WORLD CUP IN

    ENGLAND WAS AVERTED WHEN PEPSI ASKED THE EVENT ORGANIZERS TO

    REMOVE COCA COLA LOGOS ON AUSTRALIAN PLAYERS KITS.

    - 35 -

    10.3 FIFA WORLD CUP Korea-Japan, 2002

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    Jet Airways, one of the leading Airways in India anoounced to their customers that they have

    changed. Kingfisher Airlines, on top of it whipped them by saying We made them change.

    We may probably see the billboard wars hotting up some morethis is one prime adspace

    - 36 -

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    - 37 -

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    SECTION VI

    PROS CONS

    - 38 -

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    Gives a Level Playing FieldAmbush Marketer opens up an Avenue for Non Sponsors to promote their brand awarenessand identity thus giving them a level playing field against their rivals who have attained a

    high platform by attaining Sponsorship right.

    Competitive MarketingAmbush marketing according to some analysts is a form of competitive marketing. It keeps

    the sponsors on their toes and allows for the Consumer to get a complete picture.

    Its my turn

    This is the argument put forward by Ambush Marketers which points out to the fact that every

    company resorts to such strategy. If I do it today someone else will do it tomorrow.

    Benefits not meeting priceSponsoring an event requires millions of dollars as sponsorship fees. The benefits derived out

    of such sponsorships is not matched by the benefits derived which are limited in number.

    - 39 -

    12. POINTS IN FAVOUR OF

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    Ethical issue:

    The argument waged against Ambush Marketing is that it is against ethical norms to

    ambush someone who has paid millions of Dollars for recognition as an Olympic Sponsor.

    Financially DetrimentalThe argument raised by Event Organizers is that Ambush Marketing will make finding

    sponsorship difficult in the future and this will be detrimental to the holding of such event

    in the future.

    ConfusionThe argument here is that Ambush Marketers confuse the audience about the Sponsors of

    the event.

    Not good for Image of the firmThe argument being raised is that Ambush marketing could do more worse than good

    to the image of the Ambush Marketer if the audience perceives it as an anti-event

    activity.

    - 40 -

    13. POINTS AGAINST AMBUSH

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    SECTION VII

    CASE STUDY

    - 41 -

    Zaheer Khan of Indian Cricket

    team without the Sahara Logo on

    the Shirt.

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    STANDOFF BETWEEN ICC AND CRICKET PLAYERS

    The International Cricket Council ICC managed to secure $550 million through a commercial

    rights agreement for all ICC-run events through 2007, with Global

    Cricketing Corporation(GCC).

    - 42 -

    CASE

    14. CASE STUDY: AMBUSHMARKETING AND RELATED

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    The contract included sponsors like, South African Airlines, Hero Honda, Pepsi, LG and

    others.

    However, the contract signed by the ICC and GCC had two major clauses:

    - One relating to Ambush Marketing which prohibited a player from endorsing products that

    rivaled those of the official sponsors' for a period of 30 days before and after the tournament

    and during the tournament.

    - the imaging clause, which allowed the official sponsors of the tournament to use images of

    participating players for up to six months after the event

    This contract was signed by the boards of participating countries. However, the players of the

    Indian Cricketing team rejected to go along with this agreement since, they already had long

    term commitments with rival companies of those that sponsored the event. Anil Kumble, ace

    legspinner of Indian Cricket team said it was a matter of Integrity and not Money.

    The standoff between the ICC and the Indian players continued for more than 40 days with

    both the Indian players and the ICC refusing to budge. The governing body for Indian cricket,Board of Control for Cricket in India (BCCI) also agreed to compensate the players for any

    losses that may occur due to non compliance of their contracts.

    At a meeting between the Indian Cricket Players and the ICC a common point was met. The

    new terms of the contract were.

    - Reducing the duration of the ambush clause from 30 days before and after the event and

    during the event to 17 days after the event and during the event.

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    The BCCI however, did not agree to these terms as it made BCCI susceptible to claims of

    ICC and its sponsors for financial losses.

    Only after the BCCI got indemnity from such claims did it allow the Indian Players to

    participate in the agreement.

    It was a momentary truce before the tempers between the BCCI and the ICC rose again. The

    ICC asked the Indian Board to remove the logo of the Indian team sponsor Sahara from the

    team shirts since, it was considered to be a competitor of South African Airlines who was an

    official sponsor of the ICC champions trophy.

    Sahara decided to put the name Subrata instead of Sahara on Indian team shirts. However, this

    too was rejected by the ICC.

    Finally, Sahara decided to snap its relations of an official sponsor with the Indian Cricket

    team.

    - 44 -

    Zaheer Khan of Indian Cricket teamwithout the Sahara Logo on the

    Shirt.

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    Section VIII

    Research on ambush

    marketing awareness

    and effectiveness

    - 45 -

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    RESEARCH AIM:- To find out the awareness and opinion of the management students

    for ambush marketing in the market . The research is been focused according to the latest

    event of Cricket World cup 2011. Hence more focus was given on that event in my

    questionnaire.

    RESEARCH OBJECTIVE:-

    To know the awareness about ambush marketing in management student.

    To find out the opinion about ambush marketing

    To find new ways through ambush marketing can be minimize

    To know whether it makes any difference in consumers mind

    To find out whether these management students will support ambush marketing in

    future or not .

    RESEARCH HYPOTHESIS:-

    Ambush marketing is well known concept among management

    students

    Ambush marketing is not a good marketing practice.

    Ambush marketing is highly practice in todays world and people are aware of it

    (majorly management students )

    - 46 -

    RESEARCH METHODOLOGY

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    Ambush marketing creates negativity of the brand who practices it

    MARKETING RESEARCH PROCESSES

    Exploratory Research: -

    - 47 -

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    Exploratory research is conducted when the researches does not no howand why a certain phenomenon occurs. It concerns with discovering the

    general nature of problem and the variables that relate to it. It is

    characterized by a high degree of flexibility and it tends to rely on

    secondary data, convenience or judgment sample, small-scale survey or

    simple experiments, case analysis and subjective evaluation of the results.

    Four groups, interviewing key customer groups, expert and even search

    for printed and publish information on some common techniques

    - 48 -

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    Data collection technique

    Primary data:- Research work collected through survey (Questionnaire .)

    SAMPLE DESIGN & SELECTION

    A sample design is a definite plan for obtaining a sample from the

    sampling frame. It refers to the technique or the procedure, the researcher

    would adopt in selecting some sampling units form which inferences about

    the population is drawn. Sampling design involves following steps.

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    Sampling Methods: Convenience sampling

    Sample size:50

    - 50 -

    15. FINDINGS AND DATA

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    TABLE NO. 1

    Analysis of Respondents according to Gender

    Sr . no Gender No of respondents percentage

    1 Male 32 64%

    2 Female 18 36%

    Interpretation :- 64% of respondents were male and rest 36% were female.

    Table no 2

    Q. Who according to you among these are major players in ambush

    marketing ?(mark more than one options if required )

    - 51 -

    Dabar Pepsi Sony TVS Coca

    cola

    Nike Adidas Nokia

    No of

    respondent

    5 42 28 19 37 45 21 12

    persentage 10% 84% 56% 38% 74% 90% 42% 24%

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    Interpretation:- from the above chart maximum respondents voted for pepsi, coca cola, nike.

    Least prospects voted for Dabar.

    Table no.3

    Q. Which are the events among these majorly ambush marketing is

    done?(mark more than option if required )

    Fifa world

    cup

    Cricket

    world cup

    Hockey Marathon Olympics

    No of

    respondents

    46 41 19 21 48

    percentages 92% 82% 38% 42% 96%

    Interpretation:-from the given chart it is clear that maximum votes are gone to fifa wcup

    (92%), cricket world cup (82%), and Olympics (96%)

    .

    Table no. 4

    - 52 -

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    Q. Do you think that ambush marketing is effective marketing tool?

    options No of respondents

    Yes 50

    no 0

    Interpretation :- 100% of respondents think that marketing Is effective marketing tool

    Table no.5

    Q. Are you aware of ads played during Cricket World 2011?

    No of respondents percentage

    Yes 50 100%no 0 0

    Interpretation: 100% of respondents agree that they are aware of ads played during cricket

    world cup 2011.

    Table no.6

    - 53 -

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    Q. Who according to you are the major sponsors of Cricket WorldCup 2011?

    Coca cola,

    Dabar, Sony

    TVS, coca

    cola , Aircel

    Pepsi, Hero

    Honda, LG

    Tvs, Sony,

    Aircel

    No. of

    respondent

    s

    0 3 43 4

    Percentage 0 6% 86% 8%

    Interpretation :- From the above chart it is clear that maximum respondent has

    voted for right answer i.e Pepsi, hero Honda, LG.

    Table no.7

    Q. Rate ambush marketing effectiveness according to you in Cricket

    world cup 2011?(1 is minimum and 5 is maximum)

    Ratings 1 2 3 4 5

    No of

    respond

    ents

    4 13 22 7 4

    - 54 -

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    percentages

    8% 26% 44% 14% 8%

    Interpretation: - from the above chart it is clear that maximum respondents voted for rating

    2 (26%) and rating 3(44%).

    Table no. 8

    1. Q. Do you think that ambush marketing done by major players

    creates negativity about its brand in peoples mind?

    Yes No Dont know

    No of

    respondents

    8 42 0

    percentage 16% 84% 0

    Interpretation:- 84% of respondents think that ambush marketing do not create any negative

    image in peoples mind about its brand .

    - 55 -

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    Table no. 9

    Q. Will you support ambush marketing done by your own company In

    future ?

    Yes NoNo of respondents 33 17Percentages 66% 34%

    Interpretation:- from the above chart it 66% of respondents will support ambush marketing

    done by their own company.

    - 56 -

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    Conclusions on the basis of questionnaire :-

    maximum students were aware of the major players who are

    ambush marketing (pepsi, coca cola, nike).

    Respondents are aware in which event majority of ambush

    marketing is done

    All respondents think that ambush marketing is effective marketing

    tools.

    All respondents are aware of the ads played during World cup

    Cricket 2011

    maximum respondents are aware about the sponsors of Cricket

    World Cup 2011(Pepsi, LG, Hero Honda)

    Management students that ambush marketing is the effective tool

    for marketing and do not create any negative impact on peoples

    mind about the company.

    Majority of the management students also consider supporting

    ambush marketing in their company if practised

    Some management students came up with some ideas stop or

    minimize ambush marketing for example

    do not allow telecasting ads of rival brand during an event who

    are not the sponsors of it

    players participating in the event not be allowed to sign

    contract of rival brands

    government should take some steps against these ambush

    marketers

    proper precautions should be taken before the event to avoid

    ambush marketing event

    The bottom-line is that everyone does that and rules need to be enacted to prevent it. But

    those rules shouldnt hold the player responsible. And anyway at the end of it, its all about

    making your brand get noticed. This is controversial, sneaky and wrong but there are no

    particular rules against it. And till that happens no one will be held guilty.

    - 57 -

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    ambush marketing is an effective marketing tool to practice but it

    not ethical and should be stop

    proper precautions should be taken before the event to minimize the

    effect of ambush marketing

    proper rules should be there against ambush marketing for each

    event

    government should see to it that these rules are being followed by

    rival companies

    government should take initiative in each major event to stop this

    malpractice

    - 58 -

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    BOOK AND PRINT REFERENCES

    MARKETING MANAGEMENT- PHILIP KOTLER

    BUSINESS WORLD

    BUSINESS INDIA

    BUSINESS TODAY

    WEBLIOGRAPHY

    WWW.INDIAINFOLINE.COM

    WWW.MARKETINGMANAGEMENT.COM

    WWW.CRIINFO.COM

    WWW.PEPSI.COM

    WWW.COCACOLA.COM

    WWW.NIKE.COM

    WWW.REEBOK.COM

    http://cricketnext.in.com

    - 59 -

    http://www.indiainfoline.com/http://www.marketingmanagement.com/http://www.criinfo.com/http://www.pepsi.com/http://www.cocacola.com/http://www.nike.com/http://www.reebok.com/http://cricketnext.in.com/http://www.marketingmanagement.com/http://www.criinfo.com/http://www.pepsi.com/http://www.cocacola.com/http://www.nike.com/http://www.reebok.com/http://cricketnext.in.com/http://www.indiainfoline.com/
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    Name :-

    Sex :-

    1. What is your specialization in MBA ?

    a) Marketing

    b) Finance

    c) Human resource

    d) Operations

    1. Are you aware of the term ambush marketing ?

    a) Yes

    b) No

    1. Who according to you among these are major players in ambush

    marketing ?(mark more than one options if required )

    a) Dabar

    b) Pepsi

    c) Sony

    d) Tvs

    e) Coca cola

    f) Nike

    g) Adidas

    h) Nokia

    1. Which are the events among these majorly ambush marketing is done?

    (mark more than option if required )

    a) Fifa world cup

    b) Cricket world cup

    c) Hockey

    - 60 -

    19. UESTIONNAIRE

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    D) MARATHON

    e) Olympics

    1. Is ambush marketing ethical according to you ?

    a) Yes

    b) No

    1. Do you think that ambush marketing is effective marketing tool?

    a) Yes

    b) No

    1. Are you aware of ads played during Cricket World 2011 ?a) Yes

    b) No

    1. Who according to you are the major sponsors of Cricket World Cup 2011 ?

    a) Coca cola , Sony , Dabar

    b) TVS, coca cola , aircel

    c) Pepsi, hero Honda , LG

    d) TVS, Sony, Aircel

    e)

    1. Are you aware of ambush marketing done in Cricket World Cup 2011?

    a) Yes (if yes please specify the brands involved in

    it)________________________

    b) No

    1. Rate ambush marketing effectiveness according to you in Cricket world

    cup 2011?(1 is minimum and 5 is maximum)

    1 2 3 4 5

    2. Do you think that ambush marketing done by major players creates

    negativity about its brand in peoples mind?

    a. Yes

    b. No

    c. Dont know

    1. Will you support ambush marketing done by your own company In future ?

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    a) Yes

    b) No

    1. What kind of action should be taken to stop ambush marketing according

    to you ?

    Answer _________________________________