GUERILLA MARKETING

 
An ITA-3 in
IT SKILLS
 
 
Department of BBA
 GUERILLA
MARKETING
INTRODUCTION
• Guerrilla marketing is a Marketing strategy in which
a company uses surprise and/or unconventional
interactions in order to promote a product or service.
Guerilla marketing can take the following forms:

VIRAL AMBIENT AMBUSH STREET STEALTH

PROS & CONS OF GUERRILLA
MARKETING

The advantages and

disadvantages of
guerilla marketing are
explained in the video
PROS OF GUERRILLA
MARKETING
Inexpensive advertising
Stands out
Capitalize on location
Audience participation
Fun and exciting
Creative thinking
CONS OF GUERRILLA
MARKETING
Time-consuming
Backlash
Rules
Legal
Risky
Misunderstanding
IKEA’S GUERILLA
MARKETING
• After years of planning, Swedish furniture
retailer IKEA has finally opened its first
store in India on August 9, Thursday.
• IKEA said that they were excited at the
first day response. The store saw a massive
sale of mattresses, followed by the
children’s section. Cooking section, along
with decoration, bed, bath, textiles,
bedroom furniture also saw a massive
response. The Swedish meatballs on offer
were one of the most relished items while,
Some of the
unique ways of 1. Placing ads on
guerilla empty boxes at
marketing used the airport
by Ikea are:

2. Using autos
equipped with
VR goggles
 3. 1000-seat
restaurant inside the
store that serves
both Swedish &
local cuisine
 RED BULL’S GUERILLA MARKETING

• Their strategy Is not focused on

promoting the popular energy
drink, but instead creating a
brand that embodies a distinct
lifestyle and audience. 

REDBULL GIVES YOU WINGS!

 • Red Bull’s 2011–2012 marketing
strategy states intent to increase
awareness among the 35 to 65
crowd, both male and female.
• Felix Baumgartner’s [athlete was in
his 40s] jump from the stratosphere,
breaking the record for highest-ever
jump and being the first person to
break the sound barrier during
Red Bull Stratos freefall, was a huge project and
Campaign: The Big Jump success story for Red Bull.
• Jumping from Space Video!
• On that day, they also broke social media records when they reached over 8
million confirmed concurrent views on YouTube.
• The team achieved this with several grand efforts on their social media team. By
visiting the Red Bull Stratos website, users could tune in to the jump LIVE, stay
engaged via the twitter stream and a connect with others on Facebook.

2012 Market Share

12% 4% 2%
RED BULL
MONSTER
47%
ROCKSTAR
NOS
AMP
35%
COCA COLA’S GUERILLA
MARKETING
Coca-Cola’s “Happiness Machine” and “Happiness Truck” campaigns do
include a financial investment because of the free giveaways (which a huge
company like Coca-Cola can obviously afford), the outcome far exceeds the
invested cost

Not only do people walk away branded in Coke gear, but they have an
unforgettable experience with the brand that hits home on an emotional and
personal level. This is something that not only these consumers will remember,
but also all of the viewers who have watched the campaign the world over.
 THE HAPPINESS MACHINE
Coca-Cola customized one of their vending machines on a college
campus, and staffed it, to provide unexpected results that required
sharing with others, such as multiple bottles of Coke, large pizzas
and over-sized sandwiches.
 COCA COLA HAPPINESS MACHINE IS A
“Hello Happiness,” a new video from Coca-Cola, opens with footage of migrant laborers in
Dubai, standing before dawn in a patch of dirt as they wait for a van to pull up and shuttle
FORM OF GUERILLA MARKETING
them to work. Later, we cycle through shots of grim-faced men in work clothes—slouched on
the bus as the sun rises, hunched on sagging bunk beds, crowded on the floor of a small room
during mealtime with their elbows nearly touching. They tell us that they love and miss their
families, and that they wish they could hear their children’s voices more often. We learn that
these workers make about six dollars per day, and that it costs nearly a dollar per minute to
call home—so phone calls are rare. Then the screen goes red, the music brightens, and we are
posed a question: “So what if every Coke came with a few extra minutes of happiness?”
VODAFONE’S GUERILLA
MARKETING

• Vodafone has given birth to the ’Zoozoo’ a

special character created specifically to
convey a value added service [VAS]
offering in each of the newly released
Commercials.

• Vodafone’s strategy is Customer focused

and Product led; the Company is
continually developing new products and
services which utilize the Latest
Technological Advances.
• Zoozoo’s have become so popular that
Vodafone has succeeded in its efforts
of viral and buzz marketing. Their Ad
Campaign has gained so much
popularity all over the World.

• The aim is to release

approximately one Ad a day, to
sustain interest till the end of the
IPL. In the first 10 days of the IPL,
it has reached the cumulative of 89
million people.
FROM WHICH SOURCE DO PEOPLE KNOW
ABOUT VODAFONE?

13%,

7%,

ADVERTISEMENTS
HOARDINGS
17%,
NEWSPAPERS
63%, MOUTH PUBLICITY
REFERENCES

• INTRODUCTION
• PROS & CONS OF GUERRILLA MARKETING
• VODAFONE’S GUERILLA MARKETING
• RED BULL'S GUERILLA MARKETING
• IKEA’S GUERILLA MARKETING
• COCA COLA’S GUERILLA MARKETING
THANK YOU