Guerrilla marketing

1. PYRAMID COLLEGE OF
BUINESS AND
TECHNOLOGY
Topic :- Guerrilla Marketing
Presented by :-
Nisha and Chanderlata
Roll no:- 1734762 & 1734728

2. CONTENT
 What is guerrilla marketing
 Definitions
 History of guerrilla marketing
 Core concept of guerrilla marketing
 Examples of guerrilla marketing
 Types of guerrilla marketing
 Principles of guerilla marketing
 Advantages
 Disadvantages
 Conclusion

3. What is Guerrilla Marketing?
 Guerrilla marketing is a form of
marketing which uses unconventional
methods of promotion to engage
audiences.
 The idea of guerrilla marketing is to
generate a ‘Buzz', and ideally to turn
viral.
 It is a cost effective alternative to large
advertising campaigns.
 It is an effort to engage customers
rather than educate them.

4. Definitions
“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

5. Guerrilla Marketing was
coined by Jay Conrad
Levinson

6. History of Guerrilla Marketing
 The term ‘Guerrilla Marketing’ was
coined by Jay Conrad Levinson in 1984
when he released the famous book
‘Guerrilla Advertising’
 Levinson’s book was the beginning of
underdog companies starting to
complete with their larger competitors.
 Advertiser began to take concepts from
this book and use them to create
amazing and creative advertising
campaigns.

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. Examples of Guerrilla
Marketing

9. Types of Guerrilla Marketing
Types of
Guerrilla
marketing
Ambient
marketing
Presence
marketing
Grassroots
marketing
Wild posting
Alternative
marketing

10. Types of Guerrilla
Marketing
 Ambient Marketing :- Ambient marketing allows
a business to create brand recognition without
necessarily pushing their products.
 Presence Marketing:- its about making the
business name recognizable and familiar by being
visible daily.
 Grassroots marketing:- it is about winning
customers one-by-one rather than on a very large
scale.
 Wild postings:- it is overwhelming areas with
plaster multiple copies of a poster for movie, concerts,
or product.
 Alternative marketing:- alternative marketing
may be best defined as publicity that looks to be

11. Principles of Guerrilla
Marketing
 Completely unexpected:- the result of
completely unexpected situation is a surprise- a
moment when the situation that arises was not
prepared to witness or be part of such situation.
 Drastic :- A word “drastic” is defined by Oxford
Dictionary as having a strong or far-reaching
effect. Any guerrilla marketing campaign should
work with form of drastic in order to reach
maximum relevant target audience.
 Humorous :- humorous effect in the
marketing communication helps to diminish the
barriers between the sender and receiver, the
business organization and customer respectively.

12. Principles of guerrilla marketing
 One shot game :- one shot game, meaning
that the guerrilla marketing campaign is performed
only in strictly limited period of time, indicates that the
receivers of the guerrilla messages understand that
the campaign is only temporary the concept should
not be used again on the same market.
 Cheap :- the cost of guerrilla campaign can be
often the purpose of attractiveness for the business
in less budget.
 Goodwill :- this marketing campaign should
always give the target audience something that will
make them feel richer or satisfied.

13. Advantages of Guerrilla
marketing
Low cost Increase sales
Increase
consumer’s
perception of
value
Memorial
brand
experience

14. Disadvantages of Guerrilla
marketing
Entertainment
purpose only
Fake product
Public or
physical
threat
Personal
judgment

15. Conclusion
 It is effective, but it requires right
research, preparations and find
the right information.
 Guerilla marketing is not working
if you do not focusing on
uniqueness to the target and
send out a relevant message
using the right vehicle on the
right frequency.

16. THANK YOU