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TOPIC: AMBUSH MARKETING

SUBJECT: SEMINAR ON CONTEMPORARY ISSUES

SUBMITTED TO:SUBMITTED BY:

DARSHPREET KAUR MOHSIN QAMMER

ROLL NO- B41

SEC. RT-1902

MBA (iv)

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TABLE OF CONTENTS

CONTENT PAGE NO.INTRODUCTION 3NEED OF STUDY 4OBJECTIVES OF STUDY 4RESEARCH METHODOLOGY 4TYPES OF AMBUSH MARKETING 5HOW TO GO FOR AMBUSH MARKETING

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ESSENTIALS OF AMBUSH MARKETING

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WHEN SHOULD AMBUSH MARKETING BE CONSIDERED

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EXAMPLES OF AMBUSH MARKETING

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COMPANY PROFILE, OF PEPSI 10CEO OF PEPSI 11CORE COMPETENCY 12EXCELLENCE ABOUT THE COMPANY

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LATEST ABOUT THE COMPANY 13AMBUSH MARKETING BY PEPSI 14COMPANY PROFILEOF VODAFONE

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CEO, CORECOMPTENCY OF COMPANY

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EXCELLENCE ABOUT THE COMPANY

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LATEST TECHNOLOGY ABOUT THE COMPANY

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AMBUSH MARKETING BY VODAFONE

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PROS OF AMBUSH MARKETING 20CONS OF AMBUSH MARKETING 20COUNERING AMBUSH MARKETING

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FINDINGS LIMITATIONS -STUDY 23BIBLIOGRAPHY 24

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INTRODUCTION

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"

Or

Ambush marketing is a marketing campaign that takes place around an event but does not

involve payment of a sponsorship fee to the event.

Ambush marketing takes place when a trader seeks to utilize 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.

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NEED OF THE STUDY

Due to the increased use of Ambush Marketing by most of the companies because of the rise in

competition, the companies are trying to create the awareness of their brands with less capital

investment, so the need of our study is to find out the whether the companies are really gettimg

benefits from Ambush marketing and also what will be the pros and cons of if a company goes

for Ambush Marketing.

OBJECTIVES OF STUDY

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

RESEARCH METHODOLOGY

SOURCES OF DATA COLLECTION

Secondary data has been used for the study. The sources are the journals, Research Papers,

Articles, internet, magazines, and newspapers which are mentioned in bibliography section.

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TYPES OF AMBUSH MARKETING

1. Forging

2. Intrusion

FORGING:

Often a major event has a name, logo, or other insignia identifying it. Unauthorized 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 authorized 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.

INTRUSION

In 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 through the

medium of the publicity attracted by the event; this is done without any authorization 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 don’t 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."

The Second form of Ambush Marketing (Intrusion) is more popular with marketers than the First

Form (Forging) due to the legal implications of the First Form (Forging) of Ambush Marketing.

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HOW TO GO FOR 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 I Establishing Marketing Objectives↓

STEP II Establishing Promotional Strategy↓

STEP III Selection of an Event↓

STEP IV Why that Event?↓

STEP V Willingness to Spend↓

STEP VI Implementing

Step 1: Establish your Marketing Objectives

The 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

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.

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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, along with other factors will determine whether Sponsoring an event or Ambushing an

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. 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.

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THE ESSENTIALS OF AMBUSH MARKETING

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 lookout

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 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.

Don’t 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.

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WHEN SHOULD AMBUSH MARKETING BE CONSIDERED

When a firm is doing a poor job supporting its official sponsorship.

When there is a good fit with the target market.

When adequate resources are available.

When there is companywide support for the strategy.

When it does not conflict with the ambusher’s existing sponsorships.

When the ambusher is prepared for controversy.

When it is aware of the legal restrictions.

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EXAMPLES OF AMBUSH MARKETING

PEPSI:

Company profile:

PepsiCo is a world leader in convenient snacks, foods and beverages. PepsiCo is a Fortune 500,

American global corporation headquartered in Purchase, Harrison, New York. As of 2009, 19 of

PepsiCo's product lines generated retail sales of more than $1 billion each, and the company’s

products were distributed across more than 200 countries, resulting in annual net revenues of

$43.3 billion. Based on net revenue, PepsiCo is the second largest food & beverage business in

the world. Within North America, PepsiCo is ranked (by net revenue) as the largest food and

beverage business.

Pepsi was founded in 1898 by Caleb Bradham, a New Bern, North Carolina, druggist, who first

formulated Pepsi-Cola.

Today, Brand Pepsi is part of a portfolio of beverage brands that includes carbonated soft drinks,

juices and juice drinks, ready-to-drink teas and coffee drinks, isotonic sports drinks, bottled

water and enhanced waters. PepsiCo Americas Beverages (PAB) has well known brands such as

Mountain Dew, Diet Pepsi, Gatorade, Tropicana Pure Premium, Aquafina water, Sierra Mist,

Mug, Tropicana juice drinks, Propel, SoBe, Slice, Dole, Tropicana Twister and Tropicana

Season's Best.

In 1992 PAB formed a partnership with Thomas J. Lipton Co. to sell ready-to-drink tea brands in

the United States. Pepsi-Cola also markets Frappuccino ready-to-drink coffee through a

partnership with Starb.

Mission

Our mission is to be the world's premier consumer products company focused on convenient

foods and beverages. We seek to produce financial rewards to investors as we provide

opportunities for growth and enrichment to our employees, our business partners and the

communities in which we operate. And in everything we do, we strive for honesty, fairness and

integrity.

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Vision

"PepsiCo's responsibility is to continually improve all aspects of the world in which we operate -

environment, social, economic - creating a better tomorrow than today."

Our vision is put into action through programs and a focus on environmental stewardship,

activities to benefit society, and a commitment to build shareholder value by making PepsiCo a

truly sustainable company.

CEO:

Indra Krishnamurthy Nooyi  (born October 28, 1955) is an Indian-born American executive

and is the Chairperson and Chief Executive Officer of PepsiCo Incorporated. On August 14,

2006, Nooyi was named the successor to Steven Reinemund as chief executive officer of the

company effective October 1, 2006. On February 5, 2007, she was named chairman of the board,

effective May 2, 2007.

She is a Successor Fellow of the Yale Corporation. She serves as a member of the Foundation

Board of the World Economic Forum, International Rescue Committee, Catalyst and the Lincoln

Center for the Performing Arts. She is also a member of the Board of Trustees of Eisenhower

Fellowships, and has served as Chairperson of the U.S.-India Business Council.

In 2010 she was named on Fortune's list of the "50 Most Powerful Women" and on Forbes' list of

the "World's 100 Most Powerful Women"

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CORE COMPETENCY/ COMPETITIVE ADVANTAGE OF PEPSI:

Pepsi’s core competency lies on four main pillars-

1. To provide a distinctive, high-quality one-calorie soft drink and to provide a high-quality

citrus soft drink using Pepsi Company’s distinct ingredients to appeal and to excite

contemporary tastes for these products and

2. To deliver these soft drinks to the customer using effective manufacturing and

distribution systems that maintains PepsiCo’s quality standards.

3. To be innovative in their product development according to the changing market

conditions.

4. Product packaging should be attractive and pleasant.

To translate these core competencies into a sustainable competitive advantage, Pepsi Co. Work

closely with key R&D, suppliers and distributors to build the relationships and alliances

necessary to satisfy the high taste standards of our customer.

EXCELLENCE OF COMPANY: It can be explained in terms of-

Management- experienced, broad base of interest and knowledge.

Product line- unique, tastes good, competitive price and convenient.

Marketing- diverse and global awareness.

Personnel- international, diverse position.

Finance- high sale revenues, high sale growth, less capital base.

Manufacturing- low costs and liabilities due to outsourcing of bottles.

Research and development- continuous efforts to research trends and reinforce creativity.

Consumer/social- huge market in healthy products and growing market for specialized foods for

ethnic groups.

Competitive- distinctive name, product and packaging in with regards to its market.

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Technological- internet promotion such as banner ads and keywords can increase their sales, and

more computerized manufacturing and ordering processes can increase their efficiency.

LATEST ABOUT THE COMPANY:

Pepsi’s Change the Game campaign for the upcoming ICC Cricket World Cup, celebrates the

new, unorthodox yet immensely popular face of modern cricket through a series of ad films.

After Mahendra Singh Dhoni’s game changing move, the Helicopter Shot, Harbhajan

Singh’s Doosra and Pietersen’s Palti Hit; the new commercial focuses on Najafgarh Ka

Nawab, Virender Sehwag’s signature shot – the Upar Cut aka Upper Cut.

The campaign is conceptualized by Taproot India

AMBUSH MARKETING BY PEPSI:

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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 it Officially (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.

PEPSI AT ICC CRICKET WORLD CUP 2007:

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 Nothing official about it. To

carry out its campaign Pepsi roped in the Sachin 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 AT FIFA FOOTBALL WORLD CUP, 2002:

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 honors 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

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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.

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EXAMPLES OF AMBUSH MARKETING

VODAFONE

COMPANY PROFILE:

Vodafone Group is a global telecommunications company headquartered in London, United

Kingdom. It is the world's largest mobile telecommunications company measured by revenues

and the world's second-largest measured by subscribers (behind China Mobile), with around 332

million proportionate subscribers as of 30 September 2010. It operates networks in over 30

countries and has partner networks in over 40 additional countries. It owns 45% of Verizon

Wireless, the largest mobile telecommunications company in the United States measured by

subscribers.

The name Vodafone comes from voice data fone, chosen by the company to "reflect the

provision of voice and data services over mobile phones".

Its primary listing is on the London Stock Exchange and it is a constituent of the FTSE 100

Index. It had a market capitalization of approximately £92 billion as of November 2010, making

it the third largest company on the London Stock Exchange. It has a secondary listing

on NASDAQ.

On 9 February 2009, Vodafone announced a merger with 3/Hutchison via a joint venture

company VHA Pty Ltd, which would offer products under the Vodafone brand. dtac in Thailand

is signed as a partner network of the Group on 25 March 2009.

On 31 August 2009, Vodafone enabled an extended 900mhz 3G UMTS network which functions

outside their 2100mhz 3G network, boosting Vodafone's 3G population coverage from around

8% to around 94% on dual-band 900/2100mhz 3G UMTS devices.

Company’s vision is to be the world's mobile communications leader – enriching customers'

lives, helping individuals, businesses and communities to be more connected in a mobile world,

to help customers use mobile communications to make their lives richer, more fulfilled,

more connected.

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CEO:

Vittorio Colao (born 3 October 1961) is an Italian businessman, the current Chief Executive

of Vodafone Group.

CORE COMPETENCY/ COMPETITIVE ADVANTAGE OF VODAFONE:

AS (value added service) - Number of schemes they have. Especially the add on plans. This is

separate from the main plan. It is a major source of revenue for the company. They have plans

like “Chota Recharge”, etc which gives them an edge over other.

Viral Marketing/Buzz Marketing - Vodafone has given birth to the Zoozoo: a special character

created specifically to convey a value added service (VAS) offering in each of the newly released

commercials. Vodafone has come with creative advertising campaign for its various plans. This

strategy has captured the imagination of millions.

Market development – Vodafone has sought FIPB (Foreign Investment Promotional Board) for

two licenses and it aims to become a full-fledged communication services provider in the country.

It can now provide Internet services and many more services.M2M solutions are now set to

expand further helping Vodafone to gain a competitive edge.

Cost Advantage - Obtaining these licenses has reduced capital spending by over 60%, operating

costs by 40% and staff numbers from 3,200 to 1,700. Overall, the company has refocused and

become clear about its direction, strategy, values and brand. They have the ability to execute;

empowered by strong local and global channel partners and systems integrators. The company's

revenues in India stood at 2.68 billion pound, while from the entire Asia-Pacific region revenues

were at 5.81 billion pound for the fiscal 2009.

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Continuous Improvement – Vodafone as a brand keeps on improving and coming up with new

plans. It adjusts according to market need. Brings up innovative plans which give them a

competitive advantage.

EXCELLENCE OF THE COMPANY:

Vodafone has installed SAP technology. SAP is delivering mobile capabilities such as mobile asset

management, mobile sales for handhelds, mobile service for handhelds, mobile time, mobile travel,

mobile BI, mobile warehouse management, and mobile direct store delivery. These capabilities of

SAP Mobile Business establish new ways to interact with enterprise systems and empower new user

communities to participate in collaborative business processes, resulting in increased customer

satisfaction, profitability, and competitive advantage.

Vodafone has sought FIPB (Foreign Investment Promotional Board) for two licences and it aims to

become a full-fledged communication services provider in the country. It can now provide Internet

services and many more services.M2M solutions are now set to expand further helping Vodafone to gain

a competitive edge.

LATEST TECHNOLOGY OF VODAFONE:

China Mobile, Verizon Wireless, a joint venture of Verizon Communications and Vodafone, and

Vodafone have taken significant steps in developing the next-generation technology LTE as a

truly global radio access technology, following the LTE FDD/TDD Convergence Summit at the

Mobile World Congress in Barcelona.

As part of their ongoing three-way trials, the operators have successfully demonstrated in

laboratory conditions the time division version of LTE (TD-LTE) showing that the technology is

capable of operating effectively in both unpaired as well as paired spectrum.

Vodafone has trialed a 3G HSPA+ mobile broadband connection that delivers maximum

download speeds of 20 Mbps in a test environment.

Vodafone achieved one of the fastest 3G data connections currently possible during field trials of

the HSPA+ MIMO (Multiple Input Multiple Output) technology on Vodafone Spain’s network

in southern Spain and Madrid city centre. The trials were carried out using technology supplied

by Ericsson, Huawei and Qualcomm Inc.

The initial test results have confirmed HSPA+ MIMO technology as a good candidate for

delivering an enhanced mobile broadband experience in hotspots such as business districts and

airports, where customers are offered higher data rates in line with demand.

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AMBUSH MARKETING BY VODAFONE:

Marketers always look for creative ideas to capture audience's attention. Imagine, two streakers

running nude in the middle of 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.

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POINTS IN FAVOUR OF AMBUSH MARKETING

Gives a Level Playing Field

Ambush Marketer opens up an Avenue for Non Sponsors to promote their brand awareness and

identity thus giving them a level playing field against their rivals who have attained a high

platform by attaining Sponsorship right.

Competitive Marketing

Ambush 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 price

Sponsoring an event requires millions of dollars as sponsorship fees. The benefits derived out of

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

POINTS AGAINST AMBUSH MARKETING

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 Detrimental

The 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.

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Confusion

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

event.

Not good for Image of the firm

The 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.

W H E N S H O U L D A M B U S H M A R K E

COUNTERING AMBUSH MARKETING

Control Media Advertising:

The 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 location:

Nike, 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.”

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There are strict rules that allow 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 brand:

The 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 action:

Action 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 campaign:

Event 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 negative

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

act as a deterrent for Ambush Marketers.

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No representation of competitors whatsoever:

There should be no representation of competitors (of sponsors) whatsoever, in the event in any

form. The players or teams should be stopped from sporting logos of the competitors. Neither

should the logo or any mention of the competitor be present in any part of the area where the

event takes place. The International Cricket Council (ICC) during its Champions trophy in

Srilanka stopped the Indian Cricket team from sporting the Logo of Sahara group which was a

competitor of the official Airline, South African Airline.

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.

FINDINGS OF STUDY

From the study it was found that company can enhance their brand awareness through Ambush

Marketing.

Companies can invest less capital with high returns.

In case of forging Ambush Marketing company can face legal issues, so it is better for a

company to go for Intrusion Ambush Marketing.

It was also found that company can generate great business by adopting Ambush

Marketing.

LIMITATIONS OF THE STUDY

The report has been prepared on the basis of secondary data. The report is subjected to the

following limitations:

The information collected from the different sources may not be up to the mark.

There may be more benefits regarding Ambush Marketing which are unexposed in this

study.

There may be more ways of explaining Ambush Marketing which are not exposed in this

study.

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BIBLIOGRAPHY

Books and magazines:

Marketing management- Philip Kotler

Business world

Business India

Business today

Websites:

www.wisegeek.com/what-is-ambush-marketing.html

www.optimum7.com/...marketing/.../what-is-ambush-marketing.html

www.sportzpower.com/?q=content/...ambush-marketing

www.penn-olson.com/.../ambush-marketing-how-nike-and-pepsi-hijacked-the-world-cup/

www.wipo.int/wipo_magazine/en/2009/.../article_0003.html

www.aolnews.com/.../usoc-goes-after-verizon-subway-for-ambush-marketing

www.richelet.com.ar/pdfs/Ambush%20Marketing