Presented By: Sushree Roul Sunil Mallick Harpreet Singh Sanjeeb Samal GUERRILLA WARFARE The Modern Marketing Strategy Presented By: Sushree Roul Sunil Mallick Harpreet Singh Sanjeeb Samal 22 November 2018

Definition Of Guerrilla Warfare Guerrilla Warfare is the irregular warfare and combat in which a small group of Combatants use mobile military tactics in the form of ambushes and raids to combat a larger and less mobile formal army. 22 November 2018

Concept of Guerrilla Warfare in Marketing The concept of guerrilla marketing was invented as 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. The term was coined and defined by Jay Conrad Levinson in his book Guerrilla Marketing. 22 November 2018

Guerrilla warfare consists of waging small , intermittent attacks to harass and demoralize the opponent and eventually secure permanent footholds. Normally guerrilla warfare is practiced by a smaller firm against a larger one. 22 November 2018

Process of Guerrilla Warfare By providing Price Discount. Lower Price goods. Value –priced goods and service. Prestige goods. Product Proliferation. Product Innovation. Improved Service. Distribution innovation. 22 November 2018

The Internet. Networking Sites The main tool of Guerrilla warfare is through various intensive Advertising Promotions like.. The Internet. Networking Sites Stickers – can be put anywhere – especially in the target area Pavement chalking Bio-degradable tree postings Product give-aways Stencilling Spray paint logos 22 November 2018

Cont.. Peer Marketing. Roach Baiting. Undercover Marketing. Live commercials. 22 November 2018

Advantages.. Flexible – because of small scale nature can be adapted quickly, relatively easy to respond to change Low Cost – one of the founding principles – ideal for firms who do not have massive marketing budgets Targeted – designed to reach the target market – reduces waste and ineffectiveness Simple – many of the methods simple and easy to use and implement – ideal for the smaller business 22 November 2018

Example: ‘Tide’ detergent powder from Procter and Gambel at the time of entering into Indian market replaces the market leader ‘Rin Supreme’ of HUL through various Guerrilla marketing strategies like Low cost , new product qualities like fragrances , high sales promotion, product innovation , Rich Distribution channel. 22 November 2018

Challenges To know the competitor well. Need to understand consumer behavior well. Correct Implementation of Strategies. It might fail in changing the psychology of customers. 22 November 2018

Companies adopted Guerrilla marketing General Electrics Yahoo Citi Group Sony Ericsson Nike Apple Microsoft HP Nissan 22 November 2018

References: Wikipedia Philip Kotler http://www.answers.com/topic/guerrilla-1#ixzz1N5mpV3vq Businessindia 22 November 2018

Thank You 22 November 2018