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In your own words, how would you describe "ambush marketing"? Include two examples with your description.
Ambush marketing means gaining an advantage by without paying anything. Most of the companies became sponsors for different events and activities. On the other side, some companies use that event or activities for improving their brand image and for increasing their sales, without paying anything to the event authorities. Most of the international companies are using ambush marketing for managing the competition form the national and international players (Burton et al 2018, p.26). It also helps the company for communicating the various information and features about the product or services. Now we can analyze the two examples connected to ambush marketing in a detailed way.
1. Heineken was the official sponsor of US open in 2011, Heineken direct competitor Stella Artois used the opportunity to implement ambush marketing strategies. They introduced more than 15 billboards connecting the product and the game
2. Visa card was the official sponsor of the 1992 Olympics and they introduced a tagline, for Olympics not to take American Express. American Express responded to the ad by introducing a tagline that is for "visiting Spain you do not need a visa"
What are the advantages and disadvantages (risks and consequences) of ambush marketing?
Advantages of Ambush Marketing
1. Helps for improving the brand image
Ambush marketing helps the companies for improving the brand image and it also helps for popularizing the products and services offered by the company
2. Helps for introducing new products and services
Most of the companies are using ambush marketing for introducing new products and services. By using ambush marketing strategies, the company easily attract the customers and it also helps for reducing the cost related to the new product launch.
3. Competitive pricing
Due to ambush marketing there exist a strong competition between the brands and it helps the company for reducing the cost for the products offered to the customers (Chadwick et al 2018,p.282)
Disadvantages of Ambush Marketing
1. Creates an unhealthy competitive environment
Ambush marketing creates an unhealthy competitive environment and it also affects the quality of the services provided by the company to the customers
2. Decreases revenue earned for the event
Ambush marketing strategies used by the decreases the revenue earned for the event and it will affect the overall income generated from the event
3. What was Bavaria Beer hoping to achieve through its ambush marketing tactics?
Bavaria ambushed the 2010 world cup in South Africa, they purchased tickets for different matches and arranged young ladies to wear orange t-shirts related to the brand. The young ladies appointed by the company used different methods such as singing, making sounds for attracting the audience. Ambush marketing tactics used by Bavaria Beer helped for improving the sales of the company and it also helps for communicating the different products of the company to the customers. It also helped the company to implement a cost less marketing strategy, and it helped for introducing new products and services
4. Would you consider Bavaria Beer's ambush marketing an unethical practice or simply a competitive strategy? Explain.
While analyzing the Bavaria Beer's ambush marketing tactics we can understand that the company used competitive strategy for managing the competition from the national and international players. We know the fact that some companies do not have the capability to pay the high amount as sponsorship charges, they try to use ambush marketing strategies for branding their products and services. In order to sustain in the market and attract more customers, the companies have to implement aggressive promotional strategies and plans. While analyzing the case of Bavaria Beer's the company used ambush marketing as cost less marketing strategy for attracting the customers.
5. Can ambush marketing be both intentional and unintentional? Explain.
Yes, ambush marketing can be both intentional and unintentional. Some companies are intentionally using ambush marketing strategies for managing the competition. On other cases when they introduce new ads or posters the competitors considered it as ambush marketing strategy or tactics (Moorman et al 2018,p. 65).
6. As a leader of an organization, would you allow the practice of ambush marketing? Explain.
Yes, I will allow the practice of ambush marketing, most of the well-known brands are using ambush marketing for attaining their marketing goals and objectives. As a leader, I will consider ambush marketing as a competitive or aggressive strategy for managing the competition in a productive way. As a leader, it is my duty to implement productive tools and strategies for attaining the goals and objectives of the organization. According to Jerry Welsh (1990) the person who coined the concept of ambush marketing, it is better for the companies to use ambush marketing for popularizing their products and services.
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