Ambush Marketing Case Study Assignment Help
Ambush marketing case study: Successfully leveraging high- profile events to raise brand profile. Then, draft a two-page paper by addressing each of the following items:
1. In your own words, how would you describe "ambush marketing"? Include two examples with your description.
2. What are the advantages and disadvantages (risks and consequences) of ambush marketing?
3. What was Bavaria Beer hoping to achieve through its ambush marketing tactics?
4. Would you consider Bavaria Beer's ambush marketing an unethical practice or simply a competitive strategy? Explain.
5. Can ambush marketing be both intentional and unintentional? Explain.
6. As a leader of an organization, would you allow the practice of ambush marketing? Explain.
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Ambush marketing is a marketing strategy by a firm to connect itself with an event for gaining some benefits connected with being an official sponsor without incurred sponsorship costs. This type of marketing enhance the brand image of the companies other than official sponsors. One example of ambush marketing is when Pepsi was not successful in getting sponsorship of the Cricket World Cup of 1996 (Burton & Chadwick, 2018). But ambush marketing was used by the company to take advantage of such event by launching a marketing campaign known as "Nothing Official about it" and stole the limelight from Coca-Cola, the official sponsor of the 1996 Cricket World Cup. Another example is when Nike was not successful in getting sponsorship of the FIFA World Cup of 2010. But the company used ambush marketing launching a marketing campaign known as "Write the Future Campaign" and stole the show from Adidas, the official sponsor of the FIFA World Cup of 2010.
- The companies get the opportunities of free marketing and promoting their products and services
- The ambush marketing build more competition among the firms struggling for market shares that is good for customers as more competition means lower costs
- The ambush marketing reduces the value of brands and sponsorship those who invest
- The actual sponsor companies get the privileges and benefits which the ambush firms will not ever
Bavaria Beer was hoping to achieve some free advertising and gain some more market shares through its ambush marketing tactics. Bavaria Beer ambushed the FIFA World Cup in South Africa in 2010 by buying tickets of the seats in the stadium (Datamonitor, 2010). The beautiful orange dress was worn by the young ladies, which was related to the company. The point was that the young ladies were to sing to attract the people for consideration for themselves among a live diversion.
The ambush marketing of Bavaria Beer was simply a competitive strategy. Bavaria Beer wanted to beat its rivals by stealing the limelight from its contender Budweiser, another the official sponsor of the FIFA World Cup of 2010 (Datamonitor, 2010). It is because Bavaria Beer was not able to afford sponsorship costs and could not participate in the activities of the event in a legal way of competitive as well as defensive behaviors. So it took part in the game and also disclosed their actions through ambush marketing.
Ambush marketing can be both intentional and unintentional. In intentional ambush marketing, a firm intentionally attacks its rivals who have been paid for sponsorships of an event. The firm cleverly adverts campaigns on roadways or the premises or position people for confusing the people as to who are the official sponsors of the events (Nufer, 2016).
In unintentional ambush marketing, the media, television commentary and news reports might mention to the utilization of the brand by the players or teams, but they are sponsors of the events and therefore unintentionally ambush their contenders. The media might mention the information about the companies or kinds of equipment utilized by the companies that can turn out to be unintentional ambush marketing (Ellis, Patry, Séguin & O'Reilly, 2019).
As a leader, I would not allow ambush marketing, as it will be an unethical practice. At the end of the ambush marketing, the companies will not get any benefit as all the profits will go the sponsors. The advertisers could not make payment for being official sponsors and they ignore the costs of paying the sponsorship fees which is expensive although they can gain the benefits of connecting with the events at the cost of the official sponsors
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