"the activity, set of institutions, and processes for
creating, communicating, delivering, and
exchanging offerings that have value for
customers, clients, partners, and society at large.”
Marketing is not confined to any theory texts. We
can use whatever means we like to market one
product. We are using this opportunity to present
some of the marketing techniques which is used
now a days for popularizing some product.
Why this topik-u?
Also known as viral advertising or marketing buzz.
Marketing techniques that use pre-existing social
networks to produce increases in brand awareness or to
achieve other marketing objectives through self-
replicating viral processes.
Like computer virus.
Viral marketing may take the form of video clips,
interactive Flash games, , brandable software, images,
or text messages.
Guerrilla Marketing, is an unconventional way of
performing promotional activities on a very low budget.
They are unexpected, potentially interactive, and
consumers are targeted at unexpected places.
Maximum involvement of customers
A cornerstone of guerrilla marketing is .customer follow-
Unique, engaging and thought provoking
Father of guerrilla marketing
Found in 1984
Difference between traditional and
Focus on increasing sales
All marketing efforts end
when sales is made
Time, Energy, Imagination and
Focus on increasing profits
Based on laws of human
Continuous follow up and
Specifically for small business
Based on human psychology
Primary statistic measure is profit
Focus on one product
Maintain good relation
Use combination of marketing methods
Committment to campaign
Use effective frequency
Strategies of guerilla marketing
o Price discount strategy
o Cheaper goods strategy
o Prestige goods strategy.
o Product proliferation strategy
o Product innovation
o Improved service strategy
o Distribution Innovation strategy.
o Manufacturing cost reduction strategy.
o Intensive advertising promotion
• It can be deceptive and misleading
• High investment of time
• Greater dedication and energy
• Obtaining measurable results is difficult
Marketing strategy where the advertiser advertise
themselves within a particular event without paying
Considered as attack from a hidden position, making
advantage of competitor’s marketing technique
Not sporting events only which become the mode of
deploying ambush marketing
Why Ambush Marketing? :
Less capital invested with high returns
Making a Brand statement.
Cola-Dehydrated?Time for a Coke.
Pepsi-Nothing Official about it
Introduced in NewYork in 2003
Easy way to capture attention
Flashmob’s in India
Nokia flashmob – on 28th jan 2012
The list is still incomplete as the companies are trying to formulate
new means of marketing tools to familiarize their products to the
mass. We hope that this year will give birth to more and innovative
marketing techniques in order to keep the battle alive.