Undercover MarketingSELLING AN EXPERIENCE

BROAD OUTLOOK

Marketing Techniques

Conventional

Marketing

Advertising

Sales Promotion

Publicity & Public

RelationsPersonal Selling

Unconventional Marketing

Guerilla Marketing

Ambient Marketing

Wild Posting

Undercover Marketing

Viral Marketing

Alternative Marketing

Presence Marketing

Ambush Marketing

Experiential Marketing

Presume Marketing

Social Marketing

Guerilla Marketing

Ambush

Ambient

Presence

Wild Posting

UndercoverViral

Experiential

Alternative

Presume

WHAT IS UNDERCOVER MARKETING?

Undercover

Stealth

One Marketing technique

(3 outlooks)

Buzz

Question 1- Undercover Marketing

Question 2- Why is this also known as stealth marketing?

Question 3- Why is buzz marketing also known as stealth/undercover?

Astroturfingform of advocacy

getting the consumer to become an “advocate” for the brand or cause

senior political leaders

approaching technology start-ups

remain in the spotlight

trying to pull their opponents off the pedestal.

Purpose

to generate buzz.

is economical

network of referrals which grows and grows

reach consumers isolated

consumers tend to trust it

Financial risk here is relatively small

Risk

• consumers discover they have been manipulated into liking the product, they generally become angry at the marketer (and by association that product) over being misled.

• In some cases, the amount of buzz generated by a failed campaign can exceed that of a successful one, only with the opposite of the desired result.

Who uses Undercover marketing

• small companies with limited advertising budgets

• large companies that want to generate buzz for a product ahead of a more traditional marketing campaign.

For example-1

• a new, independently owned bike shop • to create a viral word-of-mouth effect in its

city• employ a few bike enthusiasts• visit bike-related websites , go to biking

community events to talk about the shop, through casual conversation with the shop's target demographic.

For Example-2

• A major shoe company • hire a few professional basketball players • wear a newly designed pair of sneakers in

public for several weeks before the company begins advertising the design.

Brand Pushers (also known as Leaners)

hired novice actors

approach unsuspecting people

real-life situations

trendy bars, music stores, malls, & tourist hot spots.

act nice

create a chain of influence.

maintain utter secrecy

signing confidentiality agreements .

Sony Ericsson, campaign “fake tourists”

celebrities

paid

appearances in marriages, Restaurants, malls, shopping complex

prior instructed to pick/promote particular

brands and items for themselves and to appraise

them.

Book Sellers

distribute books free

specimen copy to the teachers

further recommend

hundreds of students

Celebrity MarketingMarketers use

celebrities

endorse their product and

services

TV shows, reality shows, advertising

commercials, or events etc.

Reality shows

particular brands like Amul / Rice

Brand Oil

Master Chef India-season 3

projected as healthiest of all

others substitutes

available in the markets by the

celebrities

The product placement

Coke paid millions of rupees

its appearance noticed in the

movie Taal

was a part of the movie itself.

Lakme

a high fashionable movie “Heroine”

as a cosmetic range.

Marketing in Video GamesPromoting brands and logo’s in electronic

games

more

interacting with the game

numerous of times

movies or TV which are typically viewed only once.

Gamers

show positive attitude

brand placements in games

did not consider deceptive (M.R. Nelson, 2002).

Video games makers mostly use real brands and logos in sport games like in Car racing,

real car names are used.

Pay a licensing fee to use others company logos

increasing their profits and promoting their brands.

Electronic Arts

world’s biggest producers of video games,

paid millions of dollars to the National Football League for its “Madden Football”

game series

(Kaikati & Kaikati, 2004).

capitalize

ever-growing popularity

video games

ability to reach a huge audience.

Marketing through Music and Music Albums/videos:

music albums and videos

in a way which doesn’t look like a

marketing practice Dabbang movie “Zandu balm

“Munni badnam hui…”

in Dabbang 2 promoted “Fevicol”

Product Placement Promotional tactic

real commercial product

in fictional or non-fictional

media

make money

featuring few products

“Big Boss” promoted various

products

associating it with the task

focusing on

products

as branded eatables, grocery

items etc.

by blending

advertisements with popular

media,

robbing the public of their

ability to control when and where

they are advertised too.

The Corporation

The Joneses