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HUL simply outsmarted P&G interms of Marketing.......

Created by : Meena Deshmukh, Product/Brand Manager, Videocon Inds  | 07 29 2010 08:10:08 +0000
Industry : Advertising/PR/MR/EventsFunctional Area : Communication(Sales & Marketing)
Keywords : marketing ambush marketing hul p&g procter & gamble unilever ambush marketing strategy
Activity:  2116 views;  last activity : 08 16 2010 16:02:32 +0000

The story starts on July 23, when Mumbai woke up to hoardings that screamed: ‘A Mystery Shampoo!! 80% women say is better than anything else’. P&G, it was later found, was planning to unveil the new Pantene on August 1.
http://www.mediamughals.com/images/news/PG-HUl.jpg

When the suits at HUL found out, they saw an opportunity to score a point. They ambushed P&G. On July 28, even as the P&G hoardings stood tall on its skyline, Mumbai woke up to another hoarding that was upfront, and suggestive of its source of inspiration. It said: ‘There is no mystery. Dove is the No.1 shampoo’. Dove is one of the four brands in HUL’s shampoo portfolio.

Was this right from HUL to do something like this?? Is Ambush marketing getting ugly people??

  
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I think there was nothing wrong for that matter, Ambush marketing is very big in foreign countries, but in India it is still in the early stages, where only Jet airways - Kingfisher duel and Coke - Pepsi duel is what we have seen.  But this is something which is new with HUL & P&G fighting it out for the market share...and HUL just made a smart move, and leveraged on P&G's ad strategy...still there will be many more duels which we will see in future...
By Meena Deshmukh, Product/Brand Manager, Videocon Inds  07 29 2010 08:10:08 +0000
 
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Why not ? Its just as case of the HUL Marketing department being proactive. And No, ambush marketing is not getting dirty, in fact its the age of ambush marketing today. Look how Nike used the World Cup to score its point even though Adidas was the official partner and spend millions in sponsoring the World cup.

Ambush marketing is the technique of turning the tables on your competition when they are still contemplating their moves. Usually this can be achieved spending half the amount which your competition would be coughing up.  
By Jaygopal Raghavan, Marketing Manager, Landmark Group  | 08 16 2010 16:02:30 +0000
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MORAL OF THE STORY IS THE BIGGER FISH ALWAYS EATS THE SMALLER FISH.
By s.baalu , Consultant, XYZ LTD  | 08 04 2010 13:40:15 +0000
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In business all are in the game, Thanks Ms.Meena for the referral.

 
By NATTERAJA R. ARIKRISHNAN, GM-Projects, Bentec Electricals & Electronics Pvt. Ltd  | 07 31 2010 14:26:18 +0000
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I feel ambush marketing may not work in India. It only adds up as marketing marketing cost, Indian customers enjoy them but does that really help in increasing customer base and loyalty? Indian customers go with relationship and seldom they change brands unless they have had a bad experience with the products
By Shridhar Chandru, Faculty SSIMS, Education Services  | 07 30 2010 13:35:46 +0000
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India is changing. All u know today that Indian  advertising is the best  and no 1 in the world. Ambush marketing strategy is not new to India but what is fresh is that the time factor (I.E) when , how, why, what, whom,which, and where.
By sudhakar , BUSINESS CONSULTANT  | 07 29 2010 15:14:03 +0000
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Ambush Marketing is fine since it is a war out there. And in a war guerilla warfare is employed if the situation so demands. Everyone is wanting to defend their turf and market-share and every competitor is employing various strategies to get more market-share for their respective brands. It has been employed all the big brands in the international arena especially in the USA and very same multi-nationals are doing the same here. 

I feel it is absolutely fine. P & G should now counter this onslaught too, which I am sure they will. Let us watch the game from here-on. we are in for some interesting Case-study being played out in real life.
By Prashant Welling, Partner/Principal/VP, Innotech Enterprises  | 07 29 2010 14:22:20 +0000
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This is smart marketing. The ambush marketing at its best. This is perfectly O.K in terms of marketing strategy. Even one time Horlicks and Viva had the same dual,if you remember.
By Rathin Deb, Advisor and retail consultant, currently as Branch Manager, Tower Infotech Ltd  | 07 29 2010 14:07:11 +0000
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This is similar to a trio of hoarding by Audi, BMW and Bentley. Any thinking marketing person would have done the same thing.. Cheeky yet spot on.


By Nikhil Joseph, Assistant Manager - Marketing and Sales, Harmony Spices Pvt. Ltd.  | 07 29 2010 08:56:28 +0000
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As correctly said by Donald trump...."It's not professional...it's just Business.."
By Amish Jain, Dy. Manager-BD-Solar BU  | 07 29 2010 08:35:37 +0000
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All is well in the War & Game. Business is also a game of money (shares) to be marketed with compettitors. Are we not seeing it politics, by duplicating stealthily, the manifesto's of well-known/leading parties? or, fielding a candidates, appropriately by gaining information in advance secretly?. Marketing is no exception. Once ambush marketing is accepted as a strtegy, then it is meangless to discuss whether, it is good or bad.
By KALIYAMOORTHY , Oil & Gas Area Coordinator, Undisclosed  | 07 30 2010 08:49:08 +0000
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i dont tnk bcoz both have different marketing statergy although they compete with each other in consumer the first preferece in shampoos is p$g ,and in cosmetic division in hul
By Davies francis, juniour accounts, caravel logistics  | 07 30 2010 07:22:09 +0000
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Well no dout that Ambush Marketing is catchy and people enjoy such duel fight. But I personally feel that it is hit from the back because one has got an idea to launch and making and implimenting it’s won strategy and suddenly you found ok I can make something out of that. Now others can say every thing is fare in love and war. But we all know there are rules in every fight, every where. I fell it is cheap marketing strategy. Better to call ugly Strategy.
By SANKHA SUBHRA DUTTA, AREA SALES MANAGER, NILKAMAL LTD  | 07 29 2010 12:00:21 +0000
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