This document provides an overview of guerrilla marketing. It begins with a brief history, explaining that the term was coined in 1983 to describe unconventional marketing techniques for small businesses to compete against larger competitors. It then explores various guerrilla marketing techniques like ambient marketing, viral marketing, and mobile marketing. The document also discusses challenges like avoiding offense while seeking attention. It notes that guerrilla marketing remains effective for both small and large companies due to its ability to cut through advertising clutter and engage customers.

1. By
- Neela Reelan
- Rahul Parihar
- Sanket Sancheti

2.  Introduction
 History
 Definition
 Features
 Why Guerrilla marketing?
 Instruments
 Guerrilla marketing in today’s scenario
 Future
 Obstacles
 Conclusion

3. “You will find it at the moment you do not expect it at all! And at the moment you
notice the advertisement and start thinking about its message they have what
they want – your attention and interest”
• “SURPRISE EFFECT”
• Tool for small companies to fight against the biggies

4. The word “Guerrilla”
- Spanish expression for “Battle”
• Che Guevara and the book ‘Guerrilla Warfare’ (1968)
• Americans encounter ‘GUERRILLA’

5. ‘Guerrilla’ enters Marketing
• America’s marketing experts were looking for new approaches to gain
the attention of customers
• They had to find realizable concepts for businesses with limited
resources; something that lets one company stand out in the crowd
• The only promising way was to use an ‘anti-marketing’ concept that
included attrition and attack strategies in order to gain as much attention
as possible and to weaken competitors considerably

6. ‘ Guerrilla Marketing’
The term was coined by Jay Conrad Levinson in the book ‘Guerrilla
Marketing’ in the year 1983
Provided not only an explanation of the essential marketing ideas, but also
a philosophy for small business owners who wanted to follow the Guerrilla
Marketing idea
Based on the use of non-traditional marketing channels, customer
proximity, insistency, and patience

7. “An unconventional system of promotions that relies on time, energy and
imagination rather than a big marketing budget”
Typically, guerrilla marketing campaigns are unexpected and
unconventional, potentially interactive, and consumers are targeted in
unexpected places
According to Kotler
The main purpose of Guerrilla Marketing is to
destabilize the opponent – or best to destroy the competitors with the help
of attrition tactics.

8. • Geared for the small business and entrepreneur
• Based on human psychology rather than experience, judgement, and
guesswork
• The primary statistic to measure your business is the amount of profits,
not sales
• The marketer should also concentrate on how many new relationships
are made each month
• Instead of concentrating on getting new customers, aim for more
referrals, more transactions with existing customers

9. Companies all over the world invest billions in traditional activities, which
are often not affordable for smaller companies.
The solution is a cost-effective marketing form that stands out in the
crowd of advertisings and catches the attention of the customer even in
the rapidly changing marketing world of today.
The aspects of Guerilla Marketing also fit these needs of today - away
from uniformity and insistency towards creativity and flexibility.

10. Out-of-Home Weapons
1. Ambient Marketing
2. Guerrilla Sensation
3. Ambush Marketing
New Media Weapons
1. Viral Marketing
2. Guerrilla Mobile
Low Budget Weapons

11. Ambient advertisements are posted on manhole covers, cranes, pizza
cartons, free postcards in bars and so on

12. Ambient Marketing positions advertising at unusual places. Hereby the
main focus is not necessarily on the idea, but on the advertising space
itself.

14. The idea is to get an advertising message to as many contacts as possible
and as fast as possible. This is realised by human multipliers who are
animated to pass the message along for free. The challenge for
a Viral Marketer is to build a motivation in a message for people to spread
it.
Eg. Hotmail

15. Since the number of mobile phones exceeds the number of inhabitants
in many countries, the cell phone is a permanent companion of
prospects.
The wireless connection provides the possibility to present marketing
messages in different ways via SMS, MMS, Bluetooth, or Infrared.

16. It is often difficult to recognize the fine line between provocation and
offence, between drawing the attention to a company and to create a
negative reputation, to get new customers and to lose prospects.

17. The main reason why companies opt for Guerilla Marketing these days
can be differentiated between small and larger organisations.
Smaller companies obviously chose the cost effective principle since they
only have a small advertising budget on-hand.
Larger, more solvent companies are often able to afford TV and Print
Ads. They use Guerrilla Marketing since it achieves value that cannot be
created by classical advertising alone.

18. Guerilla Marketing –has been experiencing increasing importance in the
advertising landscape, ever since customers are besieged with classical
marketing communication via the traditional channels TV, Magazines,
Radio and Direct Mail. Guerilla Marketing is a brilliant idea, involving the
customer in a surprising, unconventional marketing activity.
.

20. AMBUSH MARKETING
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21.  Ambush means attack from hidden position
 Term coined by Jerry c welsh in 1980

22. It is defined as attempt by an organisation to benefit from goodwill
or popularity of particular event by creating association between
itself and the event without permission of relevant organisation and
without paying fees to become an official sponsor

23. At many major events one brand of a particular category pays a high
price to be the exclusive sponsor. Ambush Marketers then still find a way
to make notice of their brand in connection with the event, since it
attracts the attention of thousands of visitors and even viewers on TV

24.  Ambush marketing is cost effective
 Complete creative freedom
 When competitor is sponsor

25.  Do not breach intellectual property law
 Do not call yourself a sponsor if you are not
 Some major events also have proximity rules.

26. 1. Cosmetic Ambush
 Driven by ego not by strategy
2. Proximity Ambush
 Setting up on outskirts of major event
3. Media package
4. Strategic Ambush
 Leverages experiences around the event.

27.  Strategies of Ambusher
 Sponsoring Media coverage of the event
 Engaging in advertising that coincide with sponsored event
 Distributing of free sample of non sponsored brand product at event

29.  Australia VS New Zealand.
 Streakers bearing the Vodafone logo on their
bodies invaded the pitch during the second
half.
 Official Sponsor – Telstra.
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