1. 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

2. 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

3. 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

4. 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

5. 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

6. 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

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

8. 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

9. 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

10. 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

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

12. References: Wikipedia Philip Kotler
Businessindia
22 November 2018

13. Thank You
22 November 2018