Guerrilla Marketing Strategies

Introduction

In this competitive world, companies are investing heavily on their promotional activities even than there is no surety of getting success. Positioning a brand in the market has become a very difficult task and marketers are adopting unconventional ways to lure customers.

Guerrilla marketing is somewhat different from other generally accepted promotional tools by its unexpected effect and therefore can be titled ‘outbox’ marketing. The approach of Guerrilla marketing has been found quite unconventional, unusual and inexpensive which gives an opportunity for smaller companies with limited resources to cover their target area and to stay on a competitive arena lucratively. Guerrilla campaign is backed with a creative idea which

Even the Jay Conrad Levinson, Father of Guerrilla Marketing describes it as “Achieving conventional goals such as profits and joy, with unconventional methods, such as investing energy instead of money. Now it could motivate a start-up “investing energy (which is tremendously available) and not money”.

Guerrilla Marketing is changing the lives of people who are involved in small and medium businesses around the world. It has been proven to be quite beneficial to work for small businesses around the world. It works because it is simple to understand, easy to implement and outrageously inexpensive. In this clueless world the aim of this kind of marketing is to give customers the quality marketing rather than quantity because ultimately the best marketing strategy should be satisfied customer.

Examples of Companies using Guerrilla Marketing in India:

1) The latest entrant is our very own “Future Group”- Big Bazaar, Pantaloons, Future Bazar, ezone are all part of this group and they are taking on the biggies like Shoppers Stop, Lifestyle, Tata’s Westside. In order to does the same, Future group have come up with 3 catchy /cocky and cheeky ad campaigns which surely does catch your eyes and surely one can’t resist appreciating the same.

Keep West-aSide. Make a smart choice!

Change your Lifestyle. Make a smart

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Life Size stickers of people were stuck on automatic sliding doors at a mall in Mumbai. When someone approaches the doors moves apart and it feels like the people on the door are moving away. The person enters to find the message ‘People Move Away When You Have Body Odour’.

The above mentioned instances give us a fair idea about the benefits of Guerrilla Marketing and their psychological impact on consumers while buying a particular commodity. Indian markets are much diversified and it is not an easy task to survive in this competitive environment even they have manufactured a qualitative product; it has to position itself in the minds of consumers. The unusual and unconventional techniques used in promoting a particular brand has become very popular as well as effective for brand