Contents

 Introduction
 Meaning of Guerrilla Marketing
 Principles of Guerrilla Marketing
 Types of guerrilla marketing
 Advantages
 Disadvantages
 Conclusion

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 INTRODUCTION

 GUERRILLA must not be confused with GORILLA

 Guerrilla : A member of a small independent group

who taking part in irregular fighting , typically against
larger regular forces.

 MARKETING : Marketing is the management process

for identifying , anticipating and satisfying customer
requirement profitability.

 Guerrilla Marketing was inspired by guerrilla welfare.

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 MEANING OF GUERRILLA MARKETING

Guerrilla Marketing is an advertising strategy that

focuses on low cost unconventional marketing
tactics that yield maximum results.

Guerrilla Marketing are often interactive , creative and

unexpected for the customer.

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Principles of Guerrilla Marketing

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Completely Unexpected: Guerrilla campaign must
include a surprise situation. That situation can be
created by using usual objects in an unusual place
and vice versa .

 Drastic: It means “having a strong or far reaching

effect”. It is the element that may significantly help
the campaign to be cost effective.

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 Humorous: Humor effect in marketing
communication helps to diminish the barriers
between the sender and receiver , the business
organization and the customer respectively.

 One-Shot Game: Due to the importance of the

surprise factor in it, a certain guerrilla-marketing
concept can only be executed during a limited
period of time and should not be used twice on the
same target market.

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 Cheap: It requires a small budget in comparison to
other marketing methods.

 Goodwill and Customer Benefit: Should always

include an act of goodwill on the part of the company
in order to make consumers feel richer or satisfied.

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Types of Guerrilla Marketing :

 Viral Marketing
 Experiential Marketing
 Wild posting Marketing
 Ambient Marketing
 Grass root Marketing
 Undercover Marketing
 Presence Marketing

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Viral Marketing : It is a business strategy that uses
existing social networks to promote a product. Its
name refers to how consumers spread information
about a product with other people in their social
network, much in the same way that a virus spread
from one person to another.

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 Experiential marketing aims to give you an experience
rather than send you a one-way message. Experiential
marketing lets you interact with the product and associate
your immediate emotional responses with that brand.

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 Wild Posting is a form of advertising where posts are
placed in multiple location and mostly on the urban
areas to attract maximum exposure .

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Ambient Marketing : Ambient Marketing is about
placing ads on unusual items or in unusual places you
wouldn’t normally see an ad . Ambient Advertising can
be found anywhere and everywhere.

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 Grass root Marketing is about winning customers
one by one rather than on a very large scale. A
successful grassroots campaign is all about building
relationship and emphasizing the personal
connection.

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Undercover / Buzz Marketing is all about selling something to
someone who may or may not have any idea that they are
promoting a brand.
Example : Clothing manufacturers pay actors to wear their
brand of clothing on shows.

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Presence marketing is about making the business
name recognizable and familiar by being visible daily

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 Advantages

 Low Cost
 Flexibility
 Unique and Memorable
 Simple
 Brand reorganization

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Disadvantages
 Guerrilla marketing calls for a great investment of energy and
dedication; however the results of guerilla marketing are not
noticed overnight. This could demotivate the ones who worked
on the campaign.

 When conducting guerrilla marketing an organization may

face some people who may find the activities done as illegal and
could make the whole legal issue out of them.

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 Conclusion
 Guerrilla marketing works very well for small
businesses because it's simple to understand, easy
to implement and outrageously inexpensive.

 Guerrilla marketing provides organizations with

unusual and creative means of taking attention of
the customers using different media.

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THANK YOU!

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