EFFECTIVENESS OF

AMBUSH MARKETING

Ujjwal Rao
 AMBUSH MARKETING
• Ambush Marketing represent the activity of company in which company represent himself to the
particular event with out paying an sponsorship fees. This activity is done by the companies to
creates its brand image in the market.

Types of Ambush Marketing

AMBUSH
MARKETING

FORGING 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.

INTRUSION: 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.
 WHY AMBUSH MARKETING
Target Variables Of Ambush Marketing

Competition
Economic Psychological
Oriented

- Attention -Weakening of
-Sales Turnover - Awareness competition
-Market Share - Image -Reduction of
-Profit - Goodwill effectiveness of
sponsors.
AMBUSH MARKETING HOW IS IT DONE ?

Use of
generic
Phrase

Purchase of
Presence in advertising
and around time within the
the venue event
Ambush
Strategies

Giving Consumer
Promotion
Flyers or
giving free
T-Shirts event
near event tickets
 AMBUSH MARKETING
• Advantages
• Increase brand awareness while not spending
the money to be a sponsor.
• Increase in competition and competitiveness
among their players
• Ambush marketing tends to be very clever
and have no rules or policy to abide by.
• Ambush marketing don’t necessarily follow a
script they improvise to their liking.
• Ambush marketing changes the perceptions of
consumers.
• With witty and creative measure things can get
viral easily to reach masses in short lifespan.
• With gap in law, the legal framework and the
amount of time, resources, effort, money and
energy needed for the relentless perusal of the
culprits makes it a distant possibility of
punishment. At times it is easy to get away with
• Disadvantages
• It decreases the commercial value of the event.
• It creates unhealthy competitive environment.
• It may adversely effect the funding of the event
as it will be beneficial for the company to be an
ambusher instead of roping huge amounts of
sponsorship
• Ambush marketing is usually quite expensive &
one must be clear about their object and how
much they are willing to spend
• Return on Investment (ROI) for ambush
marketing campaigns is very tough to calculate
• Ambush marketing is heavily dependent on
time and space
• Creates Controversies and questions ethical
values of companies
• Can face legal suits in courts, degrades brand
image if things don’t right
 ESSENTIALS OF AMBUSH MARKETING
SNAP DEAL AMBUSHES FLIPKART’S BILLION DAY
Catch your competitor unawares: Flipkart & Amazon THUNDER; AS AMAZON IS LEFT AMAZED
competition was stiff but Snapdeal stepped up to the
game and off guarded both the players

Capture media time:

Snapdeal for the first time featured on full 3rd page to catch
people attention.

Creativity:
Snapdeal stole the show with its creativity and wit as they
released a clever ad campaign by taking a dig at both its
rivals – Flipkart and Amazon.

Rope in the Big Players:

Snapdeal made Amir Khan its Brand Ambassador after his
blockbuster movie in 2015 “PK”.
 TO CONCLUDE

• If an ambusher's primary objective is to create confusion and uncertainty in

the minds of consumers as to who officially sponsors an event and draw some
of the favourable attitude or opinion afforded to sponsors to themselves, then
allowing ambushers to communicate their message accomplishes this goal.
• Ambush marketing is a low hanging fruit for the marketers, but poses
formidable challenges to the event organizers and the official sponsors of the
mega events.
• Ambush Marketing might be the sneakiest, most devious, and controversial
forms of marketing. Despite all this, it can be very effective.