Discussing Guerrilla marketing

1. Guerrilla Marketing
Integrated Marketing Communication

2. The marketing concept states that a firm’s goal should
be identify and profitably satisfy customers needs.
Customer oriented philosophy
Competitors oriented philosophy
(Marketing warfare)

3. Marketing warfare
This is a set of marketing strategies that were reached
in the early 1980s based on the idea of considering
competition between companies as a real war and
using military strategies and transforming them into
marketing strategies.
1)Defensive Marketing Warfare.
2)Offensive Frontal Marketing warfare.
3)Offensive flanking Marketing warfare.
4)Guerilla Marketing Warfare.
Marketing warfare Strategies

4. • Defensive Marketing Warfare.
Are used to defend competitive advantages; lessen
risk of being attacked, decrease effects of attacks,
strengthen position.
• Offensive Frontal Marketing warfare.
Are used to secure competitive advantages; market
leaders, runners-up or struggling competitors are
usually attacked.
Operate in areas of little importance to the competitor.
• Offensive flanking Marketing warfare.

5. Gorilla
Guerrilla

6. Meaning of Guerrilla marketing
Is an advertising strategy that focuses on low-cost
unconventional marketing tactics that yield maximum
results.
This word guerrilla marketing is taken from the word “
Guerrilla warfare” which means that small tactic techniques
used by the armed civilians.

7. Core Concepts of Guerrilla Marketing
• Entertain and Engage rather than educate.
• Get people talking.
• Think outside the box.
• Transform the ordinary to the extraordinary.
• Be spontaneous and unexpected.

8. “ Non Conventional ways of Doing Marketing”
BY: Jay Conrad levinson
“ It’s about using all yours communication
resources in order to create word-of-mouth”
BY: Wagner martins
Guerrilla marketing

9. Guerrilla marketing types
1. Ambient marketing
2. Ambush marketing
3. Stealth marketing
4. Viral/ Buzz marketing
5. Guerrilla projection advertising

10. Guerrilla marketing types
1. Ambient marketing
Can be defined as:
"The placement of advertising in unusual and unexpected places
(location) often with unconventional methods .
Ambient marketing can be found anywhere can often interact
with consumers.

12. 2. Ambush marketing
Is a form of associative marketing, utilized by an
organization to capitalize upon the awareness,
attention, goodwill, and other benefits, generated
by having an association with an event or property,
without that organization having an official or
direct connection to that event or property.
It is typically seen at major events where rivals of
official sponsors use creative and sometimes covert
tactics to build an association with the event and
increase awareness for their brands.

13. For example, Nike during
the 2012 London Olympics,
Nike created 'find your
Greatness' spots where
they featured athletes from
several locations called
London (but without
showing the real London or
referring to the Olympic
games) which helped in
building a strong
association between
London Olympics and Nike.
Ambush marketing

15. 100m champion
linford Christie
puma contact lens
1996 Summer
Olympic games
where held in Atlanta
Rebook was athletics’
sponsor

16. 3. Stealth marketing
Stealth marketing is a deliberate act
of entering, operating in, or exiting a
market in a furtive, secretive or
imperceptible manner, or an attempt
to do so.
People get involved with the product
without them actually knowing that
they are the part of advertisement
campaign.
This needs to be implemented with
uttermost covertness because if the
participants become aware of the
campaign, it will have a negative
effect on the brand resulting in
ethical doubts about its use.
FedEx :We will reach you even after
5 years or even the plane downed

20. 4. Viral/Buzz marketing
Viral marketing describes any strategy that encourages
individuals to pass on a marketing message to others,
creating the potential for exponential growth in the
message’s exposure and influence.
Like viruses, such strategies take advantage of rapid
multiplication to explode the message to thousands,
to millions.
Viral marketing has been referred to as "word-of-mouth",
"creating a buzz", "leveraging the media", "network
marketing", But on the Internet, for better or worse, it’s
called "viral marketing".

21. The Ice Bucket Challenge is an activity involving
dumping a bucket of ice water on someone’s
head to promote awareness of the disease
‘Amyotrophic Lateral Sclerosis (ALS)

22. Viral marketing

23. Buzz marketing: uses high-profile media to encourage
the public to discuss the brand or product.
Buzz generated from buzz marketing campaigns is
referred to as «Amplified WOM" (word-of-mouth),
and "organic WOM" is when buzz occurs naturally by
the consumer.
Buzz marketing works best
when consumer’s
responses to a product or
service and subsequent
endorsements are genuine,
without the company paying
them.

24. Buzz marketing

25. Brad Pitt and Angelina Jolie
divorce
Relation between Brad
Pitt and Marion Cotillard

26. Differences

27. 5. Guerrilla projection advertising
is effectively a digital billboard
that is projected at night onto
the side of a building without
permission of the governing
bodies or the permission from
owner of the building.
The displays are projected on
buildings in high traffic
locations
for example a product launch,
the release of a new film,
retail promotions etc.