In majority of ambush marketing cases, one brand pays a hefty sum to become an exclusive sponsor of an event. This exclusivity creates problems to the other similar brands, which also want to market themselves in such events. Therefore, the brands that are not sponsoring the event adopt ambush marketing techniques.
Ambush marketing has varied consequences. Firstly, the commercial value of the event may reduce since the actual sponsors might get apprehensive about spending so much on the event, when their rivals are reaping benefits even without spending a penny. Secondly, some people, especially the organizers of the event feel that it creates a very unhealthy competitive environment. Finally, from the point of view of the company, every company would want to be an ambusher instead of paying a huge amount for sponsoring.
[The article has been contributed by Deepika Raghavan. She is an MBA in Marketing at FORE School of Management,New Delhi. We wish her the very best for her future. ]
You might like reading:
Lending Money safely this season- will RBI’s policy work?
With RBI announcing the second quarter of its monitory policy , Raghuram Rajan and co. took the measures to anchor the rising inflation rate in the country. As expected by most banks and investors, RBI hiked the repo rate by 25 bps from 7.5% to 7.75% increasing the cost of long term borrowings for the banks. However, RBI also cut […]
Study on the Oral Care industry in India
Most of us, after getting up in the morning, have been consciously or unconsciously reaching out for a tooth brush and a tube of toothpaste for many years now. Brushing is so much a part of our daily set of activities that it can now be considered a habit. It’s this habit that gives rise to the global oral care […]