GUERRILLA MARKETING

SUBMITTED TO: PROF. JALSHRI DAVE

MADE BY: DARSHI KOTHARI (51), PRACHI BHOGAR (11), SAKSHI BHANGADIYA (09), MEGHA MISTRY (59)
 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.
 Guerrilla marketing takes its name from guerrilla warfare.
As it involves small companies taking on large companies
using unconventional methods.
 CORE CONCEPTS

Entertain and Engage rather than educate.

Get people talking.

Think outside the box.

Transform the ordinary to the extraordinary.

Be spontaneous and unexpected.

ADVANTAGES

FLEXIBLE LOW COST

TARGETED SIMPLE
DISADVANTAGES

MYSTERIOUS
MESSAGES CAN AUTHORITY
TIME CONSUMING
BE INTERVENTION
MISUNDERSTOOD

UNPREDICTED
OBSTACLES
EXAMPLES OF GUERRILLA MARKETING
 CASE STUDY- COCA COLA
(INTRODUCTION)

The case study is summary of a seminar conducted by students

of Kristianstad University as a part of their bachelor thesis on
Guerrilla Marketing and its effects on Consumer Behaviour.

The case is result of an experiment conducted among different

participants to check the effects of traditional marketing and
guerrilla marketing campaigns of coca cola of 2007-2008
 COMPARISONS BETWEEN TRADITIONAL
AND GUERRILLA

TRADITIONAL MARKETING GUERRILLA MARKETING

TRADITIONAL MARKETING

Participants were thought that traditional marketing campaign was boring and
lacked creativity. The traditional campaign shows credibility because Coca Cola
really is everywhere, even in the desert or beach and every one needs a cold
Coca Cola.
The brand attitude was very positive because the majority of the participants
associated Coca Cola with a hot summer day, pleasure and a good taste.
The purchase intention of the participants was very varied. When asked how
often they buy this brand, the answers were everything from several times a
week, to twice in a period of six months
Asked if they would tell someone else about the traditional campaign (WoM)
the answer was no, because it was boring
 GUERRILLA MARKETING

When the participants looked at the guerrilla marketing campaign, they

definitely said that it is creative and really attracts your attention. The reason
is that you usually do not see an enormous Coca Cola bottle on a building.
When the participants saw the guerrilla campaign the participants sees the
message as credible because the company makes the product more physical;
you can almost touch the product.
After seeing the guerrilla campaign of Coca Cola, some of the participants
said that they had gotten an instant desire for Coca Cola, and would
immediately go and purchase a bottle.
that they would have told several persons about this campaign and they
would also take a picture of it and post it on Facebook.
ANALYSIS

The Coca Cola guerrilla campaign is an example of ambient marketing, because of

the unexpected placement of the campaign. The guerrilla campaign was perceived
as much more creative than the traditional campaign.
The fact that the campaign is creative will positively affect the brand attitude, as well
as purchase intention.
The effect on brand attitude is visible in the fact that participants immediately felt
the desire to purchase the product.
the traditional Coca Cola campaign did not generate any WoM at all. However, the
guerrilla campaign would, according to the participants, be spread to several people,
as well as be posted on Facebook.
CONCLUSION

 The reactions to the guerrilla campaigns were all more positive than the reactions
to the traditional campaigns
 Our second conclusion is that factors affecting brand attitude the most are humour,
credibility and that the main focus is on the product.
 what is important for the companies to be aware of is that the attitude of the
consumers changes, depending on how the company displays their values through
their marketing.
 Our fourth conclusion is that a campaign is perceived as having low credibility if the
message in the campaign does not have a natural connection to the brand.
Therefore, it is important that the company connects the brand image with the
product and the message
 Our fifth conclusion is that a campaign that is perceived as creative will increase
the purchase intention in the consumer.
SOME OTHER GUERRILLA MARKETING
CAMPAIGNS BY COCA COLA