Ambush Marketing - Shape of things to come!

UEFA's decision to fine Denmark striker Nicklas Bendtner for revealing a sponsor's name on his underpants during a Euro 2012 Football championship has brought Ambush marketing back into focus.

Bendtner was fined $126,000 and banned from playing in Denmark's next competitive game  for flashing his sponsored waistband of Irish bookmaker Paddy Power when he celebrated a goal against Portugal.

Interestingly the company Paddy Power has announced that it will pay the fine on Bendtner's behalf, the hefty fee representing good value for the publicity stunt. Paddy Power has announced on its website that Bendtner was wearing "lucky pants."

For brands entering into the highly competitive and dog eat dog eat sports sponsorship, it's all about capturing eyeballs. It is possible that Bendtner's celebration was seen by at least 100 million pairs of eyes worldwide so that represents a very cost-effective piece of sponsorship.

The beauty of Ambush sponsorship is not just in the execution but in the potential fallout and publicity that follows. The fact that Bendtner was fined and that everyone is talking and writing about it means that it can delivers value for money that other traditional methods could not provide.

Major sporting events have always favorite hunting grounds for ambush marketing. 1984 Olympics was the sporting event where ambush marketing originated. Ambush marketing is a marketing strategy where companies deliberately associate themselves with world famous events so that their brand benefits and capitalizes from such associations.

Normally, this kind of association is limited to the official sponsor who has contributed a considerable amount of time and money for exclusive event association, such as EPL, IPL, NFL, NBA, FIFA world cup, cricket world cup and Olympics

1984 Olympics when the International Olympic committee (IOC) offered sponsorship contracts, it was won by Fuji. However Kodak retaliated by purchasing large amounts of advertising space. Because of Kodak’s extensive advertising during the Olympic Games, the general public generally considered both Kodak and Fuji as sponsors of the event. Fuji thought this to be unfair as they had paid large amounts of money to be the official sponsors, although at that time there was no stipulation anywhere in the contract that competitor’s advertisements were prohibited to run during the games.

For instance, in another example of sports ambush marketing, American Express undermined Visa’s official sponsorship of the 1992 Olympics. American Express ran advertisements that stated “You don’t need a visa to visit Spain”.

Ambush marketing takes toll on the athletics too. In the 1992 Olympics Micheal Jordan faced a very peculiar situation. He won a gold medal in Basketball and had to stand on the podium to receive his gold medal. But the dress of the USA team had the logo of Adidas the official sponsor. Micheal Jordan had to drape a towel thus masking the Adidas logo so that it dose not  clash with his own sponsor Nike.  

Ambush marketing is expected during this year’s London Olympics but according to statements made by the London Organizing Committee of the Olympic Games (LOCOG), will take a zero tolerance approach to any form of ambush marketing. Watch this space! 


The link provides more information about ambush marketing: 
http://www.optimum7.com/internet-marketing/sem/what-is-ambush-marketing.html

Same word many meanings

Promotion (marketing definition) is the advancement of a product, idea, or point of view through publicity personal selling, sales promotion and/or  advertising. It is a form of communication by the manufacturer to the buyer telling about his product, idea or point of view.

Promotion (Human Resource definition) is the appointment of a current, active classified employee to a position in a higher salary range than the one to which the employee is presently assigned.  A promotion is also advancement to a position that requires performing accountabilities of significantly increased complexity or responsibility

Dry promotion is an increase in responsibility and seniority or status without an increase in pay. It's rarely effective because people generally feel resentful that so much extra is being asked but not recognized.

Horizontal Promotion: is the appointment of a current, active classified employee to a similar position from one place to another. It is akin to a transfer. It could entail an increase in pay but that increase could be due to the house rent differential between the two cities involved. In India when one moves from grade B to Grade A city the HRA allowance goes up by 10%.

The word Premium has many meanings. Savor these:

Premium can be used to mean high price. For example – “Basically in the future if you want good quality water you will have to pay a premium price”.

Premium can be used to mean best.. For example – The Price for Premium technology will never go down.

Premium can be used to mean bonus. Premiums are sales promotional offers that are given in marketing. It is something that is given extra. For example – 20% weight extra is given at the same price.

Premium can be used to mean compensation or payment or allowance. In insurance premium is the regular payment that has to be paid to insure the risk. For example -- the yearly premium for a Money Back Life Insurance Policy. 

Crack the Mystery!

        Given below is an hypothetical case of what would happen or what could happen if one is not trained in new  culture. Can you crack it and tell me what can or will go wrong. Comments are welcome. 

Ravi Malhotra the young market researcher was given a  assignment. He was supposed be doing a Marketing Research project in Muscat the Sultanate of Oman. He was supposed to be doing research on women cosmetics.

He gave the following plan to his boss. Ravi said “I would prepare a questionnaire and serve in Muscat. It would be an elaborate questionnaire of around four pages and it would be served personally to the women in their apartments”.

He also had a plan to do it in the coming month as it was the Ramadan time. He told his boss that it would be “the best time to be in Muscat”. He also explained that his sample also had women executives who would be interviewed between 1000 to 1700 hours. He also told his boss “I would go to Muscat on the Thursday afternoon, stay and finish off my work on Friday and Saturday and return on Saturday”.

He also planned house visits where he could talk to the women and he said “I would round it off with a nice handshake and it would be fine”. He was very exited at the thought of having nice non vegetarian food and nice alcoholic drinks would be served  in various families that he would be visiting.

He was also of the opinion that he able to clinch the deal and walk away with the orders arising out of the MR process. He also had elaborate English manuals made out that which he will use to  would explain things to  the respondents. 

Shoplifting - store design and Customer service Management

Store design to reduce shoplifting: It has been reported that employee theft and shoplifting combined account for the largest source of property crime committed. The easiest way for retailers to discourage theft in a store is by taking away opportunities to steal. A little thought into the store's layout and design can prevent theft before a loss occurs.

Here's How:

1.      Checkout: Design the store lay out so customers must pass the register area and staff to exit the store. Never leave the register unlocked or unattended. Do not display merchandise near the store exits.

2.      Tidy Up: Keep the store neat and orderly. Full displays and straightened shelves allow employees to see at a glance if something is missing.

3.      View All: Use mirrors to eliminate blind spots in corners that might hide shoplifters. Maintain adequate lighting in all areas of the store; keep fixtures and displays low for better visibility.

4.      Under Lock and Key: Place small, expensive items in locked cabinets or behind the counter. Rest rooms and dressing areas should be watched at all times. Keep dressing rooms locked and limit the number of items taken in by each customer. Use alarms on unlocked exits and close or block off unused checkout aisles.

5.      Signage: Signs and posters reinforcing security messages should be used. Post anti-shoplifting signs like 'Shoplifters Will Be Prosecuted' in clearly visible locations.

6.      Security: Use security equipment such as closed circuit television, security tags and two-way mirrors. Uniformed security guards are also powerful visual deterrents to the shoplifter.

Customer service to prevent shoplifting: Good store management can be an effective tool against shoplifting. Retailers should also use store layout, adequate inventory controls and follow common security practices to combat shoplifting. Another form of prevention is to use customer service techniques to take away opportunities to steal.

Here's How:

1.      Staffing: Schedule an adequate number of employees to work at one time.

2.      Greetings: Greet every customer that enters the store. This lets the customer know you are aware of their presence.

3.      Be Attentive: Make yourself available to all customers and never leave the store unattended.

4.      Receipts: Give each customer a receipt for every purchase. Require receipts for refunds for cash. Trash any discarded receipts immediately.

5.      Stay Focused: Don't allow customers to distract the cashier while another person is being checked out.

6.      Bag Check: Implement a policy and procedure for backpacks and bags brought in by customers.

7.      Code 3: If you notice suspicious activities, alert other employees immediately. Many stores have a security code to alert staff of possible shoplifters.

8.      Helping Hand: Approach the suspicious person and ask if he/she is finding everything okay. Mention that you’ll be nearby should he/she need your help. Make the shoplifter feel watched.

9.      Tag Swap: Cashiers should watch price tags and be on the lookout for price switching. Ask for a price check if something seems out of place.

10.  Hidden Items: Shoe boxes, pocket books, baskets with lids and any other product easily opened should be inspected by cashiers to be sure it does not contain other merchandise.

11.  Sealed Shut: Every bag should be stapled closed, with the sale receipt attached.

Shop lifting and Shoplifters

Shop lifting and shop lifters. Shoplifters can be placed in one of two categories, professional shop lifters and amateur shop lifters. While both groups can be quite skilled at the art of thievery, professional shoplifters steal to make a living and may use force or intimidation. The non-professional shoplifter may be easier to spot.

Shoplifter Methods: Many of these thieves work in groups of two or more to distract the sales staff while they pilfer or steal. Shoplifters learn to take advantage of busy stores during peak hours or they may hit at times when employees are less alert, such as opening, closing and shift changes.

Customer theft occurs through concealment, altering or swapping price tags, or transfer from one container to another. Hiding merchandise is the most common method of shoplifting. Items are concealed in the clothing of the shoplifter, in handbags, strollers, umbrellas or inside purchased merchandise. Bold shoplifters may grab an item and run out of the store. Other methods include price label switching, short changing the cashier, phony returns, and so on.

Spot the Shoplifter: Unfortunately, there is no typical profile of a shoplifter. Thieves come in all ages, races and from various backgrounds. However, there are some signs that should signal a red flag or danger signal for the retailers. While the following characteristics don't necessarily mean guilt, retailers should keep a close eye on shoppers who exhibit the following:

·         Spends more time watching the cashier or sales clerk than actually shopping.

·         Wears bulky, heavy clothing during warm weather or coats when unnecessary.

·         Walks with short or unnatural steps, which may indicate that they are concealing lifted items.

·         Takes several items into dressing room and only leaves with one item.

·         Seems nervous and possibly picks up random items with no interest.

·         Frequently enters store and never makes a purchase.

·         Enters dressing room or rest rooms with merchandise and exits with none.

·     Large group entering the store at one time, especially young men and women. A member of the group causes a disturbance to distract sales staff.

Preventive Measures: One of the most effective tools to prevent shoplifting is good store management. Retailers should also use store layout, adequate inventory controls and follow common security practices to combat shoplifting.