GROUP 6
Muhammed Shafeeq P(10027)
Monalisa Mazumdar(10088)
Vishal Roy (10118)
1
31LAL1 MARKL1lN0
P Stealth - Avoiding detection by moving
carefully
P Creating and spreading "buzz"
P It is considered to be a viable alternative to
conventional advertising
P Stealth marketing tends to whisper
occasionally to a few individuals
2
Reasons for 0rowing Popularity
of 3tealth Marketing
0rowing Critioism of the
Advertising lndustry
ierarchy- of -Effects
4
iffioult to 1raok own Potential
Customers
P %elevision Channels, Radio Stations
and Consumer Publications proliferating
and audiences are fragmenting.
P People spend comparatively less time
on %.V.
5
ther 1eohnologioal 1hreats
ad-zapping in PVR & DVR
%' commercials needed to reach 80% of 18-49 year
old women increased from 3 ads in 1995 to 97 ads in
2000
PVR in as many as 0 million homes (2007)
6
1ypes of 3tealth Marketing
1eohniques
P Viral Marketing
P Brand Pushers
P Celebrity Marketing
P Bait-and- %ease Marketing
P Marketing in Video Games
P Marketing in Pop and Rap Music
7
rand Pushers
P Brand Pushers are hired actors who
approach unsuspecting people in real
life situations by personally slipping
commercial messages
P %his creates a chain of influence by
exposing a product to a few trendsetters
who in turn influence hundred more
P Be nice and slide the brand under the
prospect's nose
A pretty women flirts with a male bar
patron and asks him for a smoke. %o
overcome the indoor bar smoking ban,
she invites him to join outside to
sample a new kind of cigarette
8
P Sony Ericsson Mobile Communication
P Brand pushers who pretend to
celebrate their birthday by offering hip-
looking bar patrons a drink of Brand X to
generate local buzz and asses their
reaction to it
9
'iral Marketing
P t is simply "word of mouth via a digital
platform
P Spreading the message via "word of
mouth and ensuring that receivers have
the interest to pass along the message to
their acquaintances
P Started by otmail whereby each email
sent arrived with the appended msg
"Get your private free e-mail from Hotmail at
[Link]
HotmaiI gained 12 miIIion subscribers in 18 months
10
P Brand Pushers are recruited to pose as
regular internet users who casually trumpet
about the product or services to the other
people in internet chat rooms, newsgroups
and weblogs.
P Receiving a personal recommendation via
e-mail from someone you know is by far
more credible than an anonymous e-mail
[Link] recruited young adults with popular
blogs for the launch of milk-based soft
drink.
11
Celebrity Marketing
P Celebrities are paid posing as unpaid
testimonials
P During a talk show or an interview being
aired, celebrity talks about his/her
ailment and casually mentions the name
of the drugs which helped them to heal
P ere they endorsed the product
successfully posed as if it was a genuine
testimonial.
12
ait-and-1ease Marketing
P Gillette
P Getting people interested in something which is
revealed later to be something quite different
P BMW mini movie
P BMW launched 5-7 min movies on a website
[Link] with an expense of $15 million
" during the first few months these were streamed
13 million times "
video
1
Marketing in 'ideo 0ames
P Embedding brands and logos in electronic
games, sometimes called "advergaming"
P %oyota and other car manufacturers pay for
their cars to appear in Sony's Grand
%urismo video game
P ot only cars but intel and McDonald's
advertise
P 1.7 billion industry in 2011 reaching out
to millions of users
P Guarantees visibility every time a game is
played
14
Marketing in Pop and Rap Musio
P Embedding commercial messages in
popular music
P main ZADU BAAM hui darling tere
liye.
P am BARBE girl in the BARBE world..
P By 200
Mercedes (112) Lexus (48) Gucci(47)
Cadilac
P Motorola's pagers sales increased
drastically after Jay-Z mentioned them in
his album
15
3trengths and weaknesses
$trengths Weaknesses
Stealth Marketing Relatively inexpensive
Works well in case of high
interest product.
Viral and real life stealth
marketing campaigns excel
in generating awareness
and creating interest.
Bait and tease, celebrity
and videogames also
influence the evaluation
stage.
Lesser control over
message content
igh risk due to lack of
control over how the brands
are being used eg: Barbie
girl
Assessing the results of
campaign is not easy
Risk of possible backlash
%raditional marketing More control over the
message content
Less risky in terms of
audience reach
Expensive
16
Lthioal and legal issues
P Critics argue that, stealth marketing is
an act of desperation on part of
marketers.
P As intrusive as telemarketing
P Line between art and advertisement is
blurring.
P Marketers are disguising the
advertisement messages by creating
fraudulent movie trailers
17
Lthioal and legal issues
P Critics argue that stealth marketing
campaigns attempt to tinker with
consumer's mind.
P Proponents of stealth marketing argues
that it is more credible than traditional
advertising.
P Consumers decides when stealth
marketing has crossed some ill defined
line.
18
Conolusion
P Brand managers expect the benefits of
stealth marketing to overshadow the critics.
P With consumers zapping the commercials
and as traditional media fragments, stealth
marketing will grow more common.
P ow ever cause of the growing popularity,
the marketers has to ensure that stealth
marketing doesn't lose its stealth.
19
1hnaks
20