INTERNATIONAL MARKETING

International Marketing: The ImpaCt of AmBush Marketing with Respect to Fifa World Cup 2010



Abstract

In 2010 FIFA football World Cup (FWC2010) supplied marketing possibilities for emblems to come to adverse international newspapers audience. SPONSORShip of such happenings has been most identified procedure for accomplishing this objective. However, progressively numerous emblems have been incapable to protected sponsorship rights. Reasons for this encompass increasing demand to sponsor such happenings, beside larger limitations on sponsorship possibilities because of sponsor exclusivity structures. These components have assisted to expanding privileges charges and produced in numerous organisations either being cost out, being struck by competitors in merchandise category-exclusive organisations or selecting not to compete.  In this study we discovered buyer responses to such undertaking founded on reviews of UK buyers undertook before and after FWC2010. Our objective was to find out if buyers identify distinction between two types of happening marketing and to recognise their responses to ambush marketing.  Specifically, we liked to glimpse result of each set about on emblem acknowledgement and to recognise which, if any, components propel better emblem acknowledgement in attachment with event. Our outcome provided the suggestion that UK buyers are adept to distinguish between two marketing advances and that sponsor emblems manage advantage from better acknowledgement when attached with event. Our outcome proposes that the person going by car of this may be consumer's grade of engagement with event.

Acknowledgements

I would take this opportunity to thank my research supervisor, family and friends for their support and guidance without which this research would not have been possible.

Table of Contents

ABSTRACTII

ACKNOWLEDGEMENTSIII

CHAPTER 1: INTRODUCTION1

1.1 Background1

1.2 Rationale/Significance of Project4

1.3 Problem definition5

1.4 Research aims5

1.5 Objectives5

1.6 Research Questions5

1.7 Chapter Summary6

CHAPTER 2: LITERATURE REVIEW7

2.1 Sponsorship versus ambush marketing7

2.2 Consumer attitudes to ambush marketing17

2.3 Event-connected brand recognition18

2.4 Drivers of 'event-connected brand recognition'18

2.5 ICC Not Alone!!!23

2.6 Legal and Non-legal Perspectives23

2.7 How ICC-BCCI Differences on Issue Got Resolved24

CHAPTER 3: RESEARCH METHODS26

3.1 Research Design26

3.2 The sample26

3.3 Selection of survey brands27

3.4 Reliability28

3.5 Validity29

3.6 Ethical Concerns29

CHAPTER 4: RESULTS31

4.1 Research Question 1:31

4.2 Research Question 2:31

4.3 Research Question 3:33

4.4 Research Question 4:33

CHAPTER 5: DISCUSSION34

5.1 Potential sponsor brands35

5.2 Rights holders36

5.3 Potential ambush marketing brands/non-sponsors38

CHAPTER 6: CONCLUSIONS AND RECOMMENDATIONS39

6.1 Limitations40

REFERENCES42

APPENDICES45

Tables45

Figures51

CHAPTER 1: INTRODUCTION

1.1 Background

During summer of 2010, UK purchasers were disclosed to wealth of football-related promotional undertaking middle on FIFA WORLD CUP in Germany (FWC2010). The occurrence provided marketing possibilities for emblems from the kind of merchandise categories, some attached to football and some not. Such the foremost worldwide sports occurrence endows foremost emblems to get get access to to the diverse international bulletins audience. The 15 authorized sponsorship partners of FWC2010 each paid approximately $40million in privileges allegations alone. These allegations endow sponsors to leverage their addition to occurrence by support marketing investment.

The Benefits of ambush marketing to enterprise utilising these should be rather conspicuous, as it is almost certain that most of us purchasers have been leveraged by such campaigns. The saying "ambush" carries with it the at odds and hard-hitting connotation and use of these procedures have been let down by many ruling ...