subject: Vision Shopsters: Ambush Marketing Case Study: successfully leveraging high-profile events to raise brand profile [print this page]
Dutch alcohol brand Bavaria Beer sparked a major debate in marketing circles as a result of its attempted ambush of official sponsor Budweiser during the 2010 FIFA World Cup in South Africa. This case study investigates the concept of ambush marketing by focusing on the recent World Cup example, but also reflects on how select companies that have historically used it effectively or ineffectively
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Table Of Contents :
Datamonitor View 1
CATALYST 1
SUMMARY 1
Analysis 2
What is ambush marketing? 2
Bavaria Beer's ambush at the 2010 FIFA World Cup sparked a renewed debate about the relative merits and morals of ambush marketing 3
Ambushing is an enticing option to companies given its potential to be extremely effective at a far lower cost than paying for official endorsement privileges 5
However, consumers are expressing advertising fatigue and ambush marketing can exacerbate this 6
Nike has made a habit of successfully ambushing rivals during major sporting events 7
There are potential pitfalls to ambush marketing that must be considered 8
Conclusion: ambush marketing can be effective in gaining publicity for a minimal outlay but recent events have illustrated that there is still uncertainty as to how best to approach it 10
APPENDIX 11
Case study series 11
Methodology 11
Secondary sources 11
Ask the analyst 12
Datamonitor consulting 12
Disclaimer 12
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