1. Building a Powerful Marketing Plan Marketing: The process of cre ating and delivering desired goods and services to customers involves all of the activities associated with winning and retaining loyal customers

2. Building a Guerrilla Marketing Plan Un conventional, low cost, creative marketing strategies designed to give small companies an edge over their larger, richer, more powerful competitors.

3. Objectives of a Guerrilla Marketing Plan ► It should pinpoint the specific target market ► It should determined customers needs and wants through market research ► It should analyze the firm’s competitive advantages ► It should help create a market mix that customer needs and wants

4. ► The marketing mix is generally accepted as the use and specification of the 'four Ps' describing the strategic position of a product in the market place

5. Pinpoint the Target Market ► The specific group of customers at whom a company aims its goods or services

6. Determining Customer Needs and Wants Through Market Search Objective: The objective of market research is to learn how to improve the level of satisfaction for existing customer and to find ways to attract new customers.

7. Market Research ► The vehicle for gathering the information that serves as the foundation for the marketing plan: It involves systematically collecting, analyzing, and interpreting data pertaining to a company’s market, customer and competitors.

8. Questions to be answered ► Who are my customer? ► What are they looking for? ► Where do they live? ► What they do like? ► Reasons of buying and not buying ► Customers perceptions about business

9. Steps involved in Market Research ► Define the Objective ► Collect the data ► Analyze and Interpret the Data ► Draw Conclusion and Act

10. Guerrilla Marketing Principles ► Find a niche and fill it ► Don’t just sell- Entertain ► Create an Identity for your business ► Contact with customers on an Emotional level ►

11. ► Focus on the customer ► Devotion to quality ► Attention to convenience ► Concentration on Innovation ► Dedication to Service and Customer Satisfaction