BRAND

Published on August 6th, 2010 | by drkkr

12

WOR(L)D DUEL !!

Mumbai always teaches me life learning lessons, the recent trip of mine Mumbai taught me a lesson or two in marketing. On 23rd of July Mumbai woke up with mysterious news. The hoardings of Mumbai screamed about ‘A Mystery Shampoo!! 80% women say is better than anything else’. It is evident from the message that a new brand is getting into the shelves of the FMCG line up , was just wondering who it was and got to know that  P&G,  was planning to unveil the new Pantene on August 1. But what happened in few days was a marketing rebound or should I call it as a cracker… on July 28, HUL, came up with a campaign which announced, “There is no mystery. Dove is the No.1 shampoo’. HUL has four brands under its shampoo portfolio and dove is one of them.  It is a classic case of Ambush marketing. I have witnessed two other classic cases on Ambush Marketing, JET vs Kingfisher and Coke Vs Pepsi.

Picture Courtesy – Alvin Saldanha

On the skies, after fine tuning the image makeover, Jet airways put up several billboards in mumbai declaring “WE’VE CHANGED”. Instantly, kingfisher put up a billboard on top of it, reading “WE MADE THEM CHANGE”. Jet had to pull out the Rs.90 lakh campaign, but kingfisher tag line still stands and also relevant.   Similarly, cricket world cup, 96: After coco cola grabbed the official sponsorship, Pepsi ran ads: that said: ‘Nothing official about it’.

World over brands use opportunities to take pot shots between them. Marketing history is flooded with stories of their one-upmanship. Check this out for a starter: There was a board reading “coco-cola: Fourth floor,” outside one of its India offices. Just a few inches above was a Pepsi board declaring “Pepsi everywhere.  Big Bazaar, came out with some spoofy acts on its competitors, one of their print advertisement reads, “Shoppers! Stop. Make a smart choice! Saree’s Rs…” another one “Change your lifestyle” and “Keep your west aside”. They were calling their shots against Shoppers stop, Lifestyle and West side. Welcome to the world of guerrilla, ambush and direct hit marketing. Post those tales which you have come across…!

Tags: , , , , , , , , ,


About the Author


12 Responses to WOR(L)D DUEL !!

  1. Roshan says:

    the interesting study is to analyse the impact of ambush marketing in the case of FMCG as compared to airline industry, where a single day or even hourly delay by major FMCG giants can oscillate the market share. It can spell disaster in a perfect competition. Very nice article

  2. cian says:

    Thank you. I read with interest, and generally useful in your blog

  3. Pingback: Tweets that mention WOR(L)D DUEL !! | Brandthinkmarketingdo.com -- Topsy.com

  4. Legalsounds says:

    I can see that you are an expert in this area. I am launching a website soon, and your information will be very useful for me.. Thanks for all your help and wishing you all the success in your business.

  5. Awesome blog post. You surely know what you are talking about here. Im so glad I was able to find your blog. I look to see more great writing from you. Keep up the best work

  6. Valentine says:

    I am not truly sure if greatest procedures have emerged around things like that, but I am sure that your fantastic job is clearly identified. I was wondering if you offer any membership to your RSS feeds as I would be very interested but i can’t find any link to join here.Where is it? My kindest regards, Valentine.

  7. drkkr says:

    http://feeds.feedburner.com/Brandthinkmarketingdocom

    Just go there to connect with Brandthinkmarketingdo.com…

  8. I just couldnt leave your website before saying that we really enjoyed the useful information you offer to your visitors… Will be back soon to check up on new posts

  9. Thank you a lot for your post. I have enjoy reading it and have learned.

  10. ip camera says:

    Thanks for taking the time to discuss this, I feel strongly about information and love learning more on this. If possible,it is very helpful for me.

  11. If you’re hard to take a choice,please follaw an old saying in China: letting nature take its course!

  12. freez says:

    Hi,

    It’s appropriate time to make some plans for the future and it’s time to be happy. I’ve read this post and if I could I desire to suggest you few interesting things or suggestions. Perhaps you can write next articles referring to this article. I wish to read even more things about it!

    Simply desire to say your article is as astounding. The clarity in your post is simply nice and i could assume you’re an expert on this subject. Well with your permission allow me to grab your feed to keep up to date with forthcoming post. Thanks a million and please continue the enjoyable work

Leave a Reply

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Back to Top ↑

UA-32342368-1