A REPORT ON AMBUSH MARKETING
Submitted to:-
Submitted by:
Prof. Chandan Goswami
Aditya Baid
(BAM17013)
Saumick Kumar Das
(BAM17014)
Saurav Gautam Kataki
(BAM17015)
Chandralekha Doley
(BAM17043)
Bipasha Bordoloi
(BAM17045)
Department of Business Administration Administration Tezpur University
Department of Business Administration School of Management Sciences, Tezpur University, Napaam784028
DECLARATION
We, the students of Department of Business Administration, pursuing Master of Business Administration (MBA 1st Semester) do hereby declare that the project entitled “STUDY ON AMBUSH MARKETING” MARKETING ” is prepared by us as a part of the course curriculum of the program
under the course Marketing Management bearing code BA 503.
Names: Sarbjit Singh(BAM17002) Deepjyoti Nath (BAM17008) Saumick Kumar Das (BAM17014) SonaliSaikia (BAM17031) ChandralekhaDoley (BAM17043)
Date: Place:
AKNOWLEDGEMENT
We would like to give our heartiest thanks and express our deep sense of gratitude to our academic guide Dr. (Prof.) Chandan Goswami under under whose care and supervision we were able to carry out our assignment titled “STUDY ON AMBUSH MARKETING” .
His technical and academic guidance helped us in
completing the assignment efficiently. We would also like to thank our batchmates who helped us with their valuable advice and positive criticism.
PREFACE
As a part of MBA Curriculum and in order to gain practical practical and theoretical theoretical knowledge in the field of management, we are required to make a report on “STUDY ON AMBUSH MARKETING”. The basic objective behind doing this
project was to understand understand this marketing marketing system. In this project report, we have included various topics such as Meaning and Definition of Ambush Marketing, Features of Ambush Marketing, its Advantages and Disadvantages and its various strategies along with notable examples. Doing this report has helped us to enhance our overall knowledge regarding AMBUSH MARKETING.
CONTENTS
SL. NO
TOPIC
PAGE NO.
1
INTRODUCTION
1-3
2
TYPES OF AMBUSH MARKETING
4-5
3
DIFFERENCE BETWEEN AMBUSH MARKETING AND
6-7
PIRACY 4
IMPLEMENTATION OF AMBUSH MARKETING
8-12
5
AMBUSH MARKETING STRATEGIES
13-19
6
EXAMPLES OF AMBUSH MARKETING
20-22
7
ADVANTAGES AND DISADVANTAGES OF AMBUSH
23-26
MARKETING 8
CONCLUSION
27
INTRODUCTION
One of the most widely used marketing strategies i n today’s business world is the concept of “AMBUSH MARKETING”. Ambush marketing represents efforts by
no sponsors to attach themselves to a favorable event or property. If implemented or executed efficiently it can confuse the customers and diminishes the value of any actual sponsor’s relationship with the property or event.
In case of effective ambush marketing customers mistakenly associate the ambusher with the property or the event. And thus some of the benefits of sponsorship are denied the actual sponsors and attained by the ambusher. The concept of ambush marketing, technique to implement it, examples of effective implementation and studying various other aspects of ambush marketing are some of the focus of this report.
DEFINITION
“It is the unauthorized association association of a business or organization with the marketing
of a particular event-gaining benefit for the marketing right or licensing fee applicable in order to be associated with an event, such as sporting event.” – Jerry Jerry Welsh. The term ambush marketing can be defined as “a promotional strategy whereby a
no sponsor attempts to capitalize on the popularity/prestige of a property by giving false impression that it is a sponsor.” The definition goes on to state that ambush marketing is often used by the competitors of the property’s property’s official sponsors. sponsors.
MEANING
Ambush marketing is a promotion tactic designed to associate a company, product or service with a particular event or to attract the attention of people attending the event, without payment being made for an official sponsorship. In ambush marketing, the marketer try to utilize the reputation of a property without having any association with the actual sponsors in order to maneuver the market in their favor. If the concept of ambush marketing is to be interpreted in biological perspective then it’s like a parasite attaches itself to an unwilling host
and takes nourishment from it like in case of a mosquito sucking blood from human body and if left unchecked for a long time it will drain out the energy from the body thus jeopardizing the wellbeing of the host. Therefore it is indeed essential for the actual sponsors to check the possibility of ambush marketing in order to protect its own interest.
TYPES OF AMBUSH MARKETING
THERE ARE FOUR TYPES OF AMBUSH MARKETING:1)
PREDATORY AMBUSHING
2)
COATTAIL AMBUSHING
3)
PROPERTY OR TRADEMARK INFRINGEMENT
4)
SELF AMBUSHING
1. PREDATORY AMBUSHING: Predatory ambushing refers to marketing that targets a competitor's sponsorship of an event while simultaneously confusing consumers over which company is the official sponsor. The campaign employed by AMEX against VISA during the 1994 winter games is an example of predatory ambushing. Official sponsor VISA was outraged when AMEX aired a commercial with the tagline, "So if you're traveling to Norway, you'll you'll need a passport, but but you don't need a Visa."
2. COATTAIL AMBUSHING: Coattail ambushing involves gaining exposure through sponsoring an individual or related event without being an official sponsor of the larger event. Despite Reebok being an official sponsor of the Atlanta Olympic Games, a rival competitor ended up snatching headlines for the event. Athlete Lind Ford Christie wore a pair of contact
lenses to a press conference that contained the iconic Puma Logo in the pupil. The brand brand was well covered in in the news the following following day.
3. PROPERTY OR TRADEMARK INFRINGEMENT: In this type of ambush marketing the trademark of the advertiser is intentionally misused for confusing the consumers. This can be clearly understood from the example of London Olympic games wherein hundreds of officials were employed to policing policing games brand throughout throughout the city and traders across the city were prohibited from using or including including words like “gold “gold “ or “bronze” as the organizers perceived that as an act of infringement on the trademark of their brand
4. SELF AMBUSHING: In this type of ambush marketing, company’s own sponsorship parameters are breached in such a manner that it infringes on another sponsor’s marketing or advertising. For example, in 2008 the
official sponsor of the UEFA European Championships, Carlsberg, gave out headbands and t-shirts with the Carlsberg logo at the tournament. These forms of advertising were not included in its sponsorship agreement, and violated the sponsorship of another company that was permitted to hand out these items.
DIFFERENCE BETWEEN AMBUSH MARKETING AND PIRACY
Ambush marketing is an act where the marketers of a different product falsely represent themselves as sponsors for free in order to gain attention from the customers/viewers and make a promotion of their product. Generally ambush marketing includes various marketing strategies to implement event sponsorship like images. However, this method is not illegal and it is considered to be perfectly legal in most countries. Piracy is somewhat similar to ambush marketing but it is considered illegal everywhere. Piracy takes place when the marketers copies or creates or designs the same logo (size and shape), theme or slogan of an existing sponsor. Examples of piracy include infringements of intellectual property rights such as the unauthorized use of an event’s trademarks in advertisements or the sale of counterfeit merchandise, piracy of movies in Torrent sites, etc.
The Difference Between Ambush Marketing And Piracy Are As Follows:
B asis si s
A mbush M ar ket keti ng
P i r acy
Meaning
Ambush Marketing is a Piracy is the usage of strategy to use advantage similar slogan, theme or of sponsorship falsely
logo or anything which is already owned by some other
marketer
for
promotion Cost Strategy
No or low cost is is involved
It is a type of marketing It doesn’t falls under \any \any strategy
Representation
High costs are involved involved
strategies of marketing.
It is represented in a It is represented in the different way from the same way as the original
Legality Remedies
original source
source
It is not illegal
It is illegal
There are few leveraging There are laws passed in strategies overcome marketing.
available
to order to overcome piracy.
ambush
IMPLEMENTATION OF AMBUSH MARKETING STRATEGIES
Ambush marketing starts with :1. Sponsorship:- Sponsoring something (or someone) is the act of supporting an event, activity, person, or organization financially or through the provision of products or services. services. The individual or group that provides the support is known as sponsor . 2. Event:- An event can be described described as a public assembly assembly for the purpose purpose of celebration, education, marketing or reunion. Events can be classified on the basis of their size, type and context. An event can be: a. Social / life – cycle cycle events: Events like Birthday party, Hen/Stag party, Graduation day, Bachelor's party, Engagement, Wedding, Anniversary, Retirement day, Funeral etc.
b. Education and career career events:
Events like education fair, job fair, workshop, seminar, debate, contest, competition etc.
c. Sports events: Events like Olympics, World Cup, marathons, Wimbledon, wrestling, etc.
d. Entertainment events: Events like music concerts, fairs, festivals, fashion shows, award functions, celebrity nights, beauty peagents, flash mob, jewellery shows, stage shows etc.
e. Political events: Events like political procession, demonstration, rally, political functions etc.
f. Corporate events: Events like MICE (meetings, incentives, conferences, exhibitions), product launches, road road shows, buyer-seller meet etc.
g. Religious events: Events like religious festivals / fairs, religious procession, Katha, Pravachan, Diwali fair, Dusherra fair etc.
h. Fund raising/ cause related events events: Any event can be turned into a fund raising or cause related event. E.g.auctions.
3. Publicity:-
Ambush
marketers
make
publicity
of
their
product
simultaneously with other products advertisement without much cost involved or no cost involved. involved. To publicize their products products they just need strong ideas as to how efficiently they can promote their product without the notice of the other marketers. 4. Advertising:- The ambush marketing concept says that promotion of a product with other competitor’s product and that too without the
knowledge of the marketers. They need to target that target market through which their products will be noticed or will be looked into so that people who are watching the promos are influenced too buy that product as well. 5. Competitors:- Ambush marketers ’ next important task will be to identify their competitors’ core competencies so that they can easily analyze and
plan their strategies strategies accordingly. accordingly.
How to start Ambush marketing:It starts with the following process: 1. Establishing Marketing Objective: Marketers in order to ambush their product should develop a strong marketing strategy so that their product gets attention and it develops a buying intuition in them.
2. Establishing Promotional Objective :The promotional strategy should also has to be strong in order to garner the attention of a large number of customers. It must be made in such a way that the attention of the the customer gets gets diverted to the ambush ambush marketed product. product.
3. Evaluation of alternatives: The event selection should be in places where there are huge crowds like Football match, stadium, and mainly the crowded places of the city.
4. Why To Select That Particular Event : Planning and selecting the event in which the product is to be displayed is another important criterion in ambush marketing. All the events happening in an area may not be a successful one for marketing the product. So, the event selection must be a wise one where there are more chances of publicity.
5. How Much Is The Company Willing To Spend:In ambush marketing, there are no such cost involved for marketing the product. There may be some low amount amount of expenditure which the company company might have to incur. For eg. they may need to prepare banners, hoarders and other posters which they will need to put up across streets so that customers have a look upon them.
AMBUSH MARKETING STRATEGIES The six categories of ambush marketing strategies are: 1.
Sponsor media coverage of the event.
2.
Sponsor subcategories.
3.
Make a sponsorship-related contribution to the players’ pool.
4.
Purchase advertising time during the broadcast replay.
5.
Engage in advertising to coincide with the timing of the event.
6.
Use other dilution strategies s trategies
1. Sponsor Media Coverage of the Event
When the event is broadcast via electronic media such as radio, TV, or video streaming on the Internet, it is typically the sale of advertising that pays the costs associated with the broadcast. In most cases, the event does not control the broadcast; consequently it may have little influence over which companies are allowed to advertise during its transmission. Ambushers can purchase time to broadcast their own advertisements during the broadcast. While the advertisers do not reach the spectators and attendees at the venue, they do reach the media audience. For major events, sports or otherwise, the th e media audience is much larger than the live audience. The reality is that the ambusher may care very little about the attendees at the venue because the media audience represents the more important target for the marketer.
Efforts of this type are legal; therefore, they are deemed by many to be legitimate competitive responses that attempt to overcome a competitive advantage held by an official sponsor of a particular event. While Fuji Film was a sponsor of the Los Angeles Olympics, a major competitor (Kodak) purchased time and ran advertisements during the TV broadcast of the event. Ambush marketing is not just a sports-related phenomenon but there are a number of high-profile non-sports events that have sponsors, are broadcast by electronic media, and are vulnerable to ambush marketing of this type. Live concerts and awards shows are but two examples. The point is that property owners and their sponsors cannot afford to make the mistake of assuming that they are safe from ambushers simply because they are not a sports event. It is also important to determine what is being ambushed. Is it a sponsor or is it the event itself? The Kodak example is evident; its efforts were aimed at Fuji
2. Sponsor subcategories
Adidas sponsored the most recent World Cup of Soccer. Nike sponsored several of the top teams that were competing. Nike’s sponsorship of a lower category
germane to the event constituted a legitimate marketing decision. In a similar scenario, Reebok sponso red the U.S. men’s basketball team at the Barcelona Olympics; at a lower level, Nike sponsored several of the players on the team, including the most noteworthy, Michael Jordan. This strategy is sometimes referred to as ambushing up . The term is derived from the fact that the ambusher is involved with an official sponsorship of some lower level (at a lesser cost) but uses techniques designed to create the impression that it is involved with the event at
some higher level of sponsorship. Again, for the ambushing to take place, there is no need for the marketer to be targeting a direct competitor. Many events today have multiple levels of sponsorship. For example, a firm might choose to be an official supplier of the World Cup or the Olympics, but it might try to create the impression that it is a sponsor at the highest level. Some people question whether the Sydney Olympics’ official service provider TNT Delivery diminished the consumers’ ability to recognize UPS delivery as a TOP sponsor. This issue
highlights the need to negotiate broad category exclusivity in the early stages of establishing the terms of the sponsor-ship contract.
3. Make a Sponsorship-Related Sponsorship-Related Contribution to the Players’ Pool
Changing rules regarding amateurism have led to a broader use of this strategy. It is commonly used for both team sports and individual sports, especially those that have international appeal. Cash or VIK may be used to fulfill this commitment. Players’ salaries may be supplemented by contributions for which the contributor
may be acknowledged via logos on uniforms or recognition in TV interviews. Another method of implementing this strategy is via bonus pools or prizes for winning. For example, world-class swimmer Michael Phelps is sponsored by Speedo. While this relationship best fits the previous strategy of sponsoring a subcategory of an event, there is one key point of dif- ferentiation. Speedo designated a total of $1 million to be awarded to Phelps if he were to win seven gold medals in either the 2004 or 2008 Summer Olympics. Though he did not achieve this standard at the 2004 Games, the potential for this payout generated considerable discussion and publicity. And should Phelps succeed in 2008, there is
no doubt but that his prize will be discussed in the various media. Whether simply an unattained incentive or a realized prize, its availability undoubtedly caused some people to incorrectly associate Speedo with the IOC and the Olympic Games.
4. Purchase Advertising Time during the Rebroadcast
Events are often rebroadcast after the initial live broadcast has taken place. The original broadcast may have been on free-to-air TV, pay-per-view, or a premium cable or satellite network such as ESPN, Fox, or Sky Sports. These initial broadcasts are often very expensive for advertisers, and access may be limited by category exclusivity agreements. So it may neither be economically viable nor even possible for some companies to purchase commercial time for the original broadcast. Many events are shown again and again after the original airing. For these subsequent broadcasts, access may not be limited, thus potentially opening up opportunities for non-sponsors that were previously excluded. Additionally, the cost of advertising time may be greatly reduced. These opportunities give companies a chance to associate themselves with an event in the minds of some key target markets. Events that are often aired well after the live competition takes place include the NFL’s Super Bowl, Premier League soccer matches, Super 14
rugby matches, and Formula 1 races.
5. Engage in Advertising to Coincide with the Timing of the Event
Advertising designed to fit this description falls into one of two categories:
Themed
Traditional.
Themed advertising is represented by creative components that are related to the
property or event being ambushed. One of the strategies used by Wendy’s in its
effort to ambush McDonald’s Winter Olympics sponsorship was to feature former Olympic ice skating champion Kristi Yamaguchi in a series of advertisements that aired prior to, during, and after the Olympic competition. Similarly, part of the aforementioned Nike strategy when Reebok was to feature feature a number of athletes, including former Olympic champion Carl Lewis. Themed ads do not necessarily feature famous athletes. They instead focus on similarities with the event. If the ambush effort is directed toward a golf tournament or its sponsors, the creative aspects of the advertising could feature golf situations. Efforts directed toward the Olympics could feature competition similar to the popular events. A second component of the aforementioned Wendy’s campaign was to feature the company’s president in advertisements making fun of his lack of skills in his presumed efforts to ski, play hockey, or drive a bobsled. Consumers saw Wendy’s
advertisements with a winter sports theme broadcast during times that that coincided with the Olympic Olympic Games, and many many erroneously assumed a relationship between the company and the event. Similarly, Nike leased outdoor signage on the roads leading to Olympic venues in Salt Lake City. These themed billboards helped to create the impression that Nike was an official sponsor of the Winter Olympics.
In Traditional advertising strategy a company decides to pursue its marketing objectives by speaking or acting against a sponsor’s advertising with its own
messages. Since the marketer is simply trying to overcome the sponsor’s advantage
by promoting its its own strengths, few would would consider this strategy to be parasitic. As noted earlier, being an event sponsor does not make a company immune to efforts by competitors to create brand brand preference for their own products. products. Still, some critics view these actions to be ambush marketing efforts when the advertising is executed around the same time frame as the event.
6. Other Dilution Strategies
This category comprises of activities which dilutes the advantage held by the sponsor. A non-sponsor may purchase tickets to an event with which it is seeking to create the perception of an association. By distributing these tickets to customers, employees, or as prizes in contests, an association may be assumed by some people in the market. If so, the the ambush effort effort has been effective. Another commonly used dilution strategy is the confusion technique. In this technique the ambusher to develop creative promotions that consumers naturally associate with the event or property. Steinlager Beer was an official worldwide sponsor for the 1991 World Cup of of Rugby. The English rugby team is generally a strong strong contender; therefore it is a valuable property for a sponsor. During the competition, the English team would play its anthem, the familiar song “Swing Low, Sweet Chariot.” Foster’s Beer introduced its advertising theme song “Swing Low,
Sweet Carry-out” sung to the same beat and tune as the English team’s anthem which outraged Steinlager executives.
Yet another strategy is to sponsor other events that take place in the venue
of the event being ambushed. This strategy allows the ambusher to create an indirect association with the event. Additionally, photos used in subsequent advertising further reinforce the misinterpretation that the ambusher is affiliated with an event when it is not. Remember that Ansett Australian Airlines was the official airline of the Sydney Olympics. Major competition took place at Stadium Australia outside outside of Sydney. Qantas Airlines Airlines sponsored the
Bledisloe Cup, a
rugby competition played between Australian and New Zealand national rugby teams. The event was also contested at Stadium Australia. Later advertising that featured Qantas and the stadium created further confusion as to who the official Olympic sponsor actually was. Pictures in advertising placed Qantas at Stadium Australia during the Olympic competition which is what the ambusher actually wanted. This is why event organizers organizers have begun to demand clean stadia devoid devoid of any signs as a condition condition for staging staging their events in a particular city, city, stadium, stadium, or arena. A tactic that was a recent source of controversy is to encourage the wearing of clothing at an event that represented non-sponsors . Non-sponsors often give
free T-shirts to fans in the hope that they will wear them to the event. In addition to clothing, the ambush strategy may call for the distribution of flags, signs, or other items that display the logo of a non-sponsor. Ambushers have been known to display of their brand names and logos by hiring fans to wear their shirts and wave their flags. The controversy arises when a fan is confronted and the offending items are seized. What the organizers perceive as an ambush marketing strategy may sometimes be a fan’s decision.
Some Examples of Ambush Marketing Ambush marketing comes in a variety of forms, but at its core it is focused at drawing attention from a lead brand into another through creative efforts. While ambush marketing happens with all types of properties ranging from small, local festivals to major entertainment events, events, there is no doubt that the most aggressive activities take place when the stakes are the highest. Many marketers choose to ambush because the cost of sponsoring major events is so high. Or perhaps they are given no alternative except to ambush because a competitor aligned with the event has category exclusivity. As a result, ambush marketing activities take place every day. The following examples illustrate the efforts of ambush marketers marketers across the globe.
1.
Rona catches Apple’s paint
In Canada, Montreal, Apple had a billboard promoting the iPod Nano, where the colour of the iPod would drip down at the bottom. Home improvement chain Rona saw a great opportunity and pulled off perhaps one of the greatest ambush campaign stunts. They placed a banner below Apple’s billboard so that it looked
like the paint was falling into buckets. The text on their banner translated into: “We recycle leftover paint.”
2.
Snapdeal ambushes Flipkart’s Big Billion Day thunder, as Amazon is left amazed
It’s not new for ecommerce players in India to troll each other; in fa ct all the three
market leaders Amazon, Snapdeal and Flipkart have openly challenged each other with
their
creative
campaigns;
just
remember
#AchchaKiya,
#AchchaKiyaBataDiya #AchchaKiyaBataDiya & #YahanDekhlo hashtags. But in October 2015, competition among the rivals moved to another level, when the brand war moved to print during the Diwali festival season sale where all the brand biggies were not only present on the front page of leading dailies in India, but were also creatively creatively trolling each each other with witty witty content. Amazon announced “The Great Indian Festive Sale” on Hindustan Times, Mint, Times of India and Navbharat Times; Flipkart promoted its sale ‘Big Billion Days’
by taking over the front and back pages of The Times of India, Hindustan Times and Dainik Bhaskar. ‘Abhi Nahin toh Kabhi Nahin’ is what Flipkart reminded its consumers. But the one that stole the show was Snapdeal with its creativity and wit as they released a clever ad campaign by taking a dig at both its rivals – Flipkart Flipkart and Amazon. The full-page ad ap peared in The Times of India’s third page, which read ‘ You don’t need a BILLION offers to amaze you. You just need to sna snap the best ones. For the best offers this Diwali, shop only on Snapdeal’.
We can’t comment on which brand got the maximum sales but Snapdeal definitely
won the Ad war over Flipkart and Amazon.
3. AUDI VS. BMW
Perhaps, one of the most famous examples is the 2009 Audi and BMW billboard war in Santa Monica. Audi thought they’d be clever and issued a challenged to
BMW with an image of the Audi A4, accompanied by the words: “Your move, BMW.” Of course, BMW answered. Right next to the Audi advert they threw up an image of the BMW M3 and said, “Checkmate.” Everything then got slightly out
of control when fans took to photoshop and decided to craft their own responses, including the BMW sign flying a blimp with a picture of its F1 entry.
ADVANTAGES
AND
DISADVANTAGES
OF
MARKETING
ADVANTAGES OF AMBUSH MARKETING:
Gives a Level Playing Field
Ambush Marketer are advantageous for Non Sponsors to increase their brand awareness and identity thus giving them a level playing field against their rivals who have attained a high platform by attaining Sponsorship right, while not spending the money to be a sponsor.
Competitive Marketing
Ambush marketing according to some analysts is a form of competitive marketing. When there is an increase in competition the prices go down and there is a complete picture for the consumer.
It’s cheap and effective
This is the argument put forward by Ambush Marketers which points out to the fact that every company resorts to such strategy, since it is cheap and effective.
Benefits not meeting price
Sponsoring an event requires millions of dollars as sponsorship fees. The benefits derived out of such sponsorships are not matched by the benefits derived which are limited in number.
Win-Win situation for everyone
Advertisement and marketing people of both company are happy because of the sudden increase in media spends, increased distribution channels and increased traffic to the store. These spurge the revenues of both media and company people and hence nobody loses
DISADVANTAGES OF AMBUSH MARKETING
Ethical issue:
The argument waged against Ambush Marketing is that it is against ethical norms to ambush someone who has paid millions of Dollars for recognition as an Olympic Sponsor.
Financially Detrimental Detrimental
The argument raised by Event Organizers is that Ambush Marketing will make finding sponsorship difficult in the future and this will be detrimental to the holding of such event in the future, as it will be beneficial for the company to be an ambusher.
Confusion
The argument here is that Ambush Marketers confuse the audience about the Sponsors of the event and decrease the commercial value of the event.
Not good for Image of the firm
The argument being raised is that Ambush marketing could do more worse than good to the image of the Ambush Marketer if the audience perceives it as an antievent activity.
WHENSHOULDAMBUSHMARKE
Unhealthy competitive environment
Ambush marketers create unhealthy competitive environment which will bring prices down.
CONCLUSION
From the study it was found that Ambush Marketing helps in brand awareness of the company. Hence,
Companies can invest less capital with high returns.
In the event a company forges Ambush Marketing it can face legal issues, so it is better for the company to go for Intrusion Ambush Marketing.
It is evidently difficult to decide whether the practice of ambush marketing is ethical or not. The answer would depend on who this question is asked to and the facts involved. Clearly, sponsors which paid heavily for the right to exclusively promote their goods and services in association with the event a must be safeguarded against ambush marketing. Definitely for ambush tactics are to be diminished, additional legal procedures must be adopted. To conclude capitalism and commercialization, has led to an upsurge in marketing and advertising. Due to the cut throat competition prevalent today, every brand is trying to attract the maximum number of consumers through advertising. However, a good company should just showcase the qualities of its products, rather that mimicking others and leave it to the consumer to decide on the choices they offer.
