Guerrilla businesses are focused on crowded places where they can spread the messages or appear surprisingly. Launch the attack on as narrow a front as possible. Key Takeaways, guerrilla marketing is the creating use of novel or unconventional methods in order to boost sales or attract interest in a brand or business. This marketing method has increased in popularity with the rise of ubiquitous mobile and connected technologies that can amplify messaging and focus on target groups of consumers. The guerrilla marketing strategy focuses on opinion leaders or gatekeeper which may have a strong influence on the target group. Businesses strategically consider their role in the growing market of competition and therefore are trying to create tactics to achieve substantial advantages, to battle their rivals successfully. The purpose of this study is to identify how relevant this approach is to guerrilla entrepreneurs in small organisations, regarding profitability and flexibility in respect of strategy execution. Marketing, seen as a metaphor of war, opens up new way of thinking about marketing and market research. Exhibitions, demonstrations or presentations.
2.4 SME (Small and Medium-sized Enterprise) Storey (1994) argues that there is no uniform definition of a small firm because the heterogeneity of the market complicates an evaluation. Guerrillas try to implement myths to amplify recognition and target the audience with precision, instead of providing the majority with equal information. The flanking marketing warfare strategy implicates an attack focused on a market segment that the competitor does not consider to be critical,.g. The tactics used by guerrillas involve frequent shifts of attacks, a high mobility and flexibility. Guerrilla marketing matters more than before to small organisations but it is as well, more and more adopted in larger companies to create buzz. The stamina of the guerrilla marketing applying organisations is an important fact to fight the jungle war against competitors or their potential customers. It was coined by Jay Conrad Levinson in his 1984 book. To eliminate unprofitable fields of activity can therefore be a benefit for small companies because they are able to channel their resources on more potential market segments, in which larger competitors need more time to enter. Online promotions or non-traditional advertising methods. To reciprocate the competitors attacks till the market position is assured, is the main objective in developing a defensive tactic.
The use of this tactic is not designed for all types of goods and services, and it is often used for more "edgy" products and to target younger consumers who are more likely to respond positively. Selected areas were identified to get peoples awareness to that problem in 2005. An investigation of Ries and Trout (1986) concluded four main principles of marketing warfare strategies: - The defensive marketing warfare strategy is focused on businesses which have already achieved a market leader position. Thirdly, applying the internet as a device of marketing tool on a specific market segment instead of in-depth diversifying their services. This unconventional form of promotion was applied to places of high traffic,.g. Guerrilla marketing can be very cost-effective for small businesses, especially so if they manage to create a viral marketing phenomenon. This dissertation aims to give the reader a complementary insight of guerrilla marketing and investigates its relevance for a small and medium-sized enterprise (SME) in terms of generating profit. In 2007, the Cartoon Network promoted a show by placing LED signs resembling a character from the show all over Boston. It is particular relevant for a small company to apply a differentiated set of promotional methods to diversify itself from competition, but guerrilla marketing is also becoming more adopted by large enterprises.
The conclusion of this dissertation combined with a comparison between theory and practice highlight the last section of this research study. In a 2005 Guinness World Record attempt, Snapple promoted its new frozen treats by erecting a 25-foot popsicle in a New York City park. Methodology.1 The Research Process.2 Problem Definition.3 Research Design.3.1 Survey.3.2 Self-administered Questionnaire.3.3 Internet Questionnaire.3.4 Question Design.3.5 Critique.4 Sampling Unit.5 Data Collection.6 Data Analysis.7 Limitations of Methodology. Ries and Trout (1986 as well as Levinson (1984) mentioned that guerrilla marketing activities mostly affect small and medium-scaled organisations because they are more likely to serve market niches than the big players in the market. What Is Guerrilla Marketing? Guerrilla marketing tactics concentrate on a particular market segment, which makes it more appropriate to design specific operations to reach the target market or target audience.
The velocity and surprise effects of guerrilla marketing can boost awareness and interest to the customer. Figure 3: Guerrilla Marketing by Saatchi Saatchi. Furthermore, the time span of the strategic attack should be as surprising and as fast as possible to reduce the reaction time of the competitor. They point out three major approaches for a successful guerrilla marketing: - SMEs have to identify the market and find a market segment that is small enough to defend ; a niche market is a good basic position for. Figure 1: Guerrilla Marketing for FedEx illustration not visible in this excerpt bbdo New York launched a guerrilla marketing campaign for FedEx in January 2006. To assure a quick response on market chances, the percentage of personnel must kept marginally. Defending the market position by scanning constantly the potential attackers and their alliances (market research) to highlight their weaknesses, is an essential principle. The best way to improve or hold a position is by constantly attacking the market to protect the organisations market share, product positioning or profitability. The guerrilla marketing benefits and principles, according to the above mentioned authors are mostly focused on the adoption of SMEs, although large enterprises also use approaches of guerrilla marketing to penetrate the market and create awareness through differentiated advertising.
Figure 2: Guerrilla Marketing by Giovanni FCB Agency illustration not visible in this excerpt The Brazilian advertising agency Giovanni FCB used guerrilla marketing to promote Disneys new movie Agua Negra (Dark Water) in 2005. SMEs have to be prepared to bug out at a moments notice ; lean organisations have the opportunity to react flexible on market shifts or market segmentations. Thus, marketing campaigns have to become profitable for an enterprise. Chat rooms, blogs, discussion boards or e-mails. 2.2 The Term Guerrilla According to the Encyclopaedia Britannica (2005) the term guerrilla, also spelled guerilla, etymologically comes from the Spanish word guerra, which means war. Guerrilla marketers are forced to find ways to promote their business and their product or service opportunities at all times,.g.
Its goal is to create buzz about a product or brand so that it increases the likelihood that a consumer will purchase the product or service, or talk about it with others potential buyers. In addition, people talk and forward interesting messages much faster than via traditional media vehicles. According to Levinson (1995) businesses should penetrate crowded places to spread the word-of-mouth by getting the companys message across. Guerrilla campaigns should be unconventional and generate buzz, but it has to consider legality and should not avoid public or ethical offences. Furthermore, it gives an insight in four different marketing warfare strategy principles and highlights the specific term of guerrilla marketing strategy practice regarding entrepreneurial decisions, focused on small and medium-sized enterprises. Another low-cost advertising method with a vast effect can be the word-of-mouth communication. Distribution niches with flexibility and innovation in changing and eliminating tactics and approaches. 2.3.2 Guerrilla Marketing Principles In a study by Levinson (1984, 1995 Levine (2002 Ries and Trout (1986) main guerrilla marketing principles were investigated as tactics, which deliver results caused by creativity and unconventionality. Segmentations can be conducted via product differentiation concerning target audiences or branch.
Guerrilla marketing can be indoor, outdoor, an "event ambush or experiential, meant to get the public to interact with a brand. Customers are confronted with an increasing amount of advertising messages per day and therefore organisations have to develop advertising approaches to stand out in todays media fragmentation. Guerrilla marketers should penetrate a segment with unconventional marketing activities, such as short-term raids, product comparison or spreading the word-of-mouth. The applied marketing activities shall be innovative by using new technology to create a multiplier effect,.g. Another definition and principles of guerrilla marketing according to Levinson (1984 Achieving conventional goals, such as profits and joy, with unconventional methods, such as investing energy instead of money (p.87). Table of Contents, abstract, table of Contents, table of figures. The low-cost communication effort is one of the major issues for guerrilla marketers. A more in-depth analysis of an SME is given at point.4 of this dissertation. Figure 4: SME Threshold, figure 5: Blair Witch Project, figure 6: Gossard. In the 1970s, in order to promote his new film Frenzy, Alfred Hitchcock floated a dummy of himself down Londons Thames River.
The authors focused mainly on the following approaches: - Guerrilla marketing should be a 360 marketing in terms of time, creativity and energy. The competitor is seen as the enemy and the market share refers to the battleground. The guerrilla warfare is the weapon of the weak to fight against and to sneak from a superior enemy. Figure 10: VIP Gym, figure 11 12: eBay, figure 13: m Figure 14: World aids Day Figure 15: Ola Figure 16: Enterprise Category (Size of the SME) Figure 17: SME Turnover 2005 Figure 18: SME Industry Operation Figure 19: Guerrilla Marketing. A website for which an individual or a group generates text or data; - Offering gratuitous consultations or presentations about the product or service; - Placing stickers in target area or spray degradable graffiti on the pavement; - Generating. Figure 2: Guerrilla Marketing by Giovanni FCB Agency. Guerrilla Marketing Explained, companies using guerrilla marketing rely on its in-your-face promotions to be spread through viral marketing, or word-of-mouth, thus reaching a broader audience for free. Furthermore, to attack the own organisational weaknesses can help to stabilise the market position and increase profit margins. Guerrilla is the diminutive word for war (implicating small war) and was firstly used to describe the Spanish-Portuguese irregulars, who helped to drive the French from the Iberian Peninsula in the early 19th century.