GUERRILLA MARKETINGTERM PAPER SUBMISSION BY:

ANUJ GUPTA

E-65

CENTRAL IDEA• Business competition is at an all-time high these days.

Businesses want consumers to spend their money on their products, so consumers receive a lot of junk mail, spam email and unwanted phone calls.

• Consumers are so used to these traditional tactics that businesses sometimes have to think of other ways to get their attention. Thus, companies today have to find new and different ways to influence the decisions of the customers.

OBJECTIVES• To understand the basics of guerrilla marketing

• To know how guerrilla marketing is different from traditional marketing

RESEARCH METHODOLOGY

• Research is a careful investigation or enquiry carried out speedily through search for new facts in any branch of knowledge.

• Research maybe primary (for the first time) or secondary (through existing content). The entirety of research done in this project is secondary in nature.

INTRODUCTION• Guerrilla Marketing is a form of advertising and promotion

strategy that is employed by companies. It involves usage of unconventional and uncommon tactics by companies that require minimum budget but produce maximum results.

• Although originally used solely by small enterprises which could not compete with the budget sizes and marketing campaigns of the big companies, in recent times even large companies have begun to use guerrilla strategies.

HISTORY AND ORIGIN• The name and definition of guerrilla marketing were given by Jay

Conrad Levinson in his best selling book, Guerrilla Marketing (1984).

• The term itself owes its origin to guerrilla warfare, a military tactic used by both armed forces and militants where unconventional methods of warfare, such as seek and kill, ambushing etc. are used.

• This book became a pioneer towards further research on guerrilla marketing and has been used as a reference for this research paper.

PRINCIPLES OF GUERRILLA MARKETING

PRO’S AND CON’SPRO’S

• Cost effective

• Great Reach

• Tailored Promotion

• Word of mouth

• Advantage over competitors

• It works

CON’S• Large investment

• High risk

• Misconception

• Taking offence

• No method of measuring ROI

TYPES OF GUERRILLA MARKETING

1. Viral Marketing

2. Ambient Marketing

3. Ambush Marketing

4. Grassroots marketing

5. Undercover marketing

6. Alternative marketing

7. Experiential marketing

8. Presence marketing

Traditional Guerrilla Requires a large capital and money to carry out its activities and tactics 

 Requires minimal of capital and money to carry out promotion activities

 It is based on experience, judgement, past information etc. 

 It is based on psychology of the customers and plays with the mind of the consumer

 Due to the large scale of the campaign, companies may lose focus about the basic strategy of the campaign 

 As the campaign is small scale, there is no loss of focus towards the main aim of the campaign

 Centred on increasing sales and making money through its promotion campaign

 Centred on increasing interactions and relations with customers through its campaigns 

 It focuses on what it can take from the society and its customers 

 It focuses on what it can give to the society and its customers 

 There is only one tool that can be used i.e. advertising 

 There are hundreds of tools, of which marketing is one

 Not attention given to follow up. 68% of business is lost because there is no follow up after the sale. 

 It is all about the follow up and turning customers into repeat customers and better customers.

GUERRILLA MARKETING AS A SOCIAL TOOL

• Since early 2000’s, people and organisations that fight for social causes have found a new friend in guerrilla marketing.

• Their reason for using guerrilla campaigns is the same as that of any commercial enterprise – guerrilla campaigns are memorable and hit home where they are supposed to.

• Many other factors play an important role – these campaigns are unexpected, cheap and according to the cause being displayed, they are also entertaining.

• Many causes for which guerrilla campaigns have been used have been successful.

CONCLUSION

• Guerrilla marketing is still as valuable today as it was back in the 1980s. It’s a way for small businesses to level the playing field. For a small investment, the smaller businesses can compete with the big names. This has led to an unprecedented commercial environment where the relatively unknown company can garner as much attention as – and often more than – the well-established national brand.