SlideShare ist ein Scribd-Unternehmen logo
1 von 29
Downloaden Sie, um offline zu lesen
By
- Neela Reelan
- Rahul Parihar
- Sanket Sancheti
   Introduction
   History
   Definition
   Features
   Why Guerrilla marketing?
   Instruments
   Guerrilla marketing in today’s scenario
   Future
   Obstacles
   Conclusion
“You will find it at the moment you do not expect it at all! And at the moment you
notice the advertisement and start thinking about its message they have what
they want – your attention and interest”



• “SURPRISE EFFECT”



• Tool for small companies to fight against the biggies
The word “Guerrilla”

        - Spanish expression for “Battle”


• Che Guevara and the book ‘Guerrilla Warfare’ (1968)


• Americans encounter ‘GUERRILLA’
‘Guerrilla’ enters Marketing


• America’s marketing experts were looking for new approaches to gain
the attention of customers


• They had to find realizable concepts for businesses with limited
resources; something that lets one company stand out in the crowd


• The only promising way was to use an ‘anti-marketing’ concept that
included attrition and attack strategies in order to gain as much attention
as possible and to weaken competitors considerably
‘ Guerrilla Marketing’

The term was coined by Jay Conrad Levinson in the book ‘Guerrilla
Marketing’ in the year 1983



Provided not only an explanation of the essential marketing ideas, but also
a philosophy for small business owners who wanted to follow the Guerrilla
Marketing idea



Based on the use of non-traditional marketing channels, customer
proximity, insistency, and patience
“An unconventional system of promotions that relies on time, energy and
imagination rather than a big marketing budget”

Typically, guerrilla marketing campaigns are unexpected and
unconventional, potentially interactive, and consumers are targeted in
unexpected places

According to Kotler

                        The main purpose of Guerrilla Marketing is to
destabilize the opponent – or best to destroy the competitors with the help
of attrition tactics.
• Geared for the small business and entrepreneur

• Based on human psychology rather than experience, judgement, and
guesswork

• The primary statistic to measure your business is the amount of profits,
not sales

• The marketer should also concentrate on how many new relationships
are made each month

• Instead of concentrating on getting new customers, aim for more
referrals, more transactions with existing customers
Companies all over the world invest billions in traditional activities, which
are often not affordable for smaller companies.



The solution is a cost-effective marketing form that stands out in the
crowd of advertisings and catches the attention of the customer even in
the rapidly changing marketing world of today.



The aspects of Guerilla Marketing also fit these needs of today - away
from uniformity and insistency towards creativity and flexibility.
Out-of-Home Weapons

1.   Ambient Marketing
2.   Guerrilla Sensation
3.   Ambush Marketing

New Media Weapons

1.   Viral Marketing
2.   Guerrilla Mobile

Low Budget Weapons
Ambient advertisements are posted on manhole covers, cranes, pizza
cartons, free postcards in bars and so on
Ambient Marketing positions advertising at unusual places. Hereby the
main focus is not necessarily on the idea, but on the advertising space
itself.
Ambush marketing
The idea is to get an advertising message to as many contacts as possible
and as fast as possible. This is realised by human multipliers who are
animated to pass the message along for free. The challenge for
a Viral Marketer is to build a motivation in a message for people to spread
it.
Eg. Hotmail
Since the number of mobile phones exceeds the number of inhabitants
in many countries, the cell phone is a permanent companion of
prospects.


The wireless connection provides the possibility to present marketing
messages in different ways via SMS, MMS, Bluetooth, or Infrared.
It is often difficult to recognize the fine line between provocation and
offence, between drawing the attention to a company and to create a
negative reputation, to get new customers and to lose prospects.
The main reason why companies opt for Guerilla Marketing these days
can be differentiated between small and larger organisations.



Smaller companies obviously chose the cost effective principle since they
only have a small advertising budget on-hand.



Larger, more solvent companies are often able to afford TV and Print
Ads. They use Guerrilla Marketing since it achieves value that cannot be
created by classical advertising alone.
Guerilla Marketing –has been experiencing increasing importance in the
advertising landscape, ever since customers are besieged with classical
marketing communication via the traditional channels TV, Magazines,
Radio and Direct Mail. Guerilla Marketing is a brilliant idea, involving the
customer in a surprising, unconventional marketing activity.

.
Ambush marketing
AMBUSH MARKETING




                   20
   Ambush means attack from hidden position



   Term coined by Jerry c welsh in 1980
It is defined as attempt by an organisation to benefit from goodwill
or popularity of particular event by creating association between
itself and the event without permission of relevant organisation and
without paying fees to become an official sponsor
At many major events one brand of a particular category pays a high
price to be the exclusive sponsor. Ambush Marketers then still find a way
to make notice of their brand in connection with the event, since it
attracts the attention of thousands of visitors and even viewers on TV
   Ambush marketing is cost effective

   Complete creative freedom

   When competitor is sponsor
   Do not breach intellectual property law

   Do not call yourself a sponsor if you are not

   Some major events also have proximity rules.
1. Cosmetic Ambush
 Driven by ego not by strategy

2. Proximity Ambush
 Setting up on outskirts of major event

3. Media package

4. Strategic Ambush
 Leverages experiences around the event.
   Strategies of Ambusher

   Sponsoring Media coverage of the event
   Engaging in advertising that coincide with sponsored event
   Distributing of free sample of non sponsored brand product at event
Ambush marketing
   Australia VS New Zealand.
   Streakers bearing the Vodafone logo on their
    bodies invaded the pitch during the second
    half.
   Official Sponsor – Telstra.



                                                   29

Weitere ähnliche Inhalte

Was ist angesagt?

ADVERTISING MANAGEMENT -UNIT 1 BBA III SEM
ADVERTISING MANAGEMENT -UNIT 1 BBA III SEMADVERTISING MANAGEMENT -UNIT 1 BBA III SEM
ADVERTISING MANAGEMENT -UNIT 1 BBA III SEMMansi Tyagi
 
Marketing strategies: Push & Pull Strategies
Marketing strategies: Push & Pull StrategiesMarketing strategies: Push & Pull Strategies
Marketing strategies: Push & Pull StrategiesMrSeller Zograf
 
Guerrilla marketing
Guerrilla marketingGuerrilla marketing
Guerrilla marketingpremdeshmane
 
Customer segmentation
Customer segmentation Customer segmentation
Customer segmentation CleverTap
 
Direct mail Powerpoint Presentation
Direct mail Powerpoint PresentationDirect mail Powerpoint Presentation
Direct mail Powerpoint Presentationchinmayyy
 
Dealing with difficult customer
Dealing with difficult customerDealing with difficult customer
Dealing with difficult customerHammad Siddiqui
 
Traditional vs Digital Marketing
Traditional vs Digital MarketingTraditional vs Digital Marketing
Traditional vs Digital MarketingAIRR Media
 
Advertising Agencies & Functioning
Advertising Agencies  & FunctioningAdvertising Agencies  & Functioning
Advertising Agencies & FunctioningAnubha Rastogi
 
Print advertising
Print advertisingPrint advertising
Print advertisingNijaz N
 
Relationship between sales and marketing
Relationship between sales and marketingRelationship between sales and marketing
Relationship between sales and marketingAnchulee Arunsamphan
 
Types of advertisement
Types of advertisementTypes of advertisement
Types of advertisementmikeabby123
 
Presentation on working process of advertising agencies.
Presentation on working process of advertising agencies.Presentation on working process of advertising agencies.
Presentation on working process of advertising agencies.Rizwan Khan
 
Out of the box ideas ambush marketing techniques
Out of the box ideas ambush marketing techniquesOut of the box ideas ambush marketing techniques
Out of the box ideas ambush marketing techniquesHpm India
 
Integrated Marketing Communications
Integrated Marketing CommunicationsIntegrated Marketing Communications
Integrated Marketing CommunicationsDavidt123
 

Was ist angesagt? (20)

AIDA
AIDA AIDA
AIDA
 
ADVERTISING MANAGEMENT -UNIT 1 BBA III SEM
ADVERTISING MANAGEMENT -UNIT 1 BBA III SEMADVERTISING MANAGEMENT -UNIT 1 BBA III SEM
ADVERTISING MANAGEMENT -UNIT 1 BBA III SEM
 
Ambush marketing
Ambush marketingAmbush marketing
Ambush marketing
 
Introduction to technology marketing
Introduction to technology marketingIntroduction to technology marketing
Introduction to technology marketing
 
Marketing strategies: Push & Pull Strategies
Marketing strategies: Push & Pull StrategiesMarketing strategies: Push & Pull Strategies
Marketing strategies: Push & Pull Strategies
 
Guerrilla marketing
Guerrilla marketingGuerrilla marketing
Guerrilla marketing
 
Customer segmentation
Customer segmentation Customer segmentation
Customer segmentation
 
Direct mail Powerpoint Presentation
Direct mail Powerpoint PresentationDirect mail Powerpoint Presentation
Direct mail Powerpoint Presentation
 
Dealing with difficult customer
Dealing with difficult customerDealing with difficult customer
Dealing with difficult customer
 
Traditional vs Digital Marketing
Traditional vs Digital MarketingTraditional vs Digital Marketing
Traditional vs Digital Marketing
 
Advertising Agencies & Functioning
Advertising Agencies  & FunctioningAdvertising Agencies  & Functioning
Advertising Agencies & Functioning
 
Print advertising
Print advertisingPrint advertising
Print advertising
 
Online Marketing PPT
Online Marketing PPTOnline Marketing PPT
Online Marketing PPT
 
Service recovery
Service recoveryService recovery
Service recovery
 
Relationship between sales and marketing
Relationship between sales and marketingRelationship between sales and marketing
Relationship between sales and marketing
 
Online reputation management
Online reputation managementOnline reputation management
Online reputation management
 
Types of advertisement
Types of advertisementTypes of advertisement
Types of advertisement
 
Presentation on working process of advertising agencies.
Presentation on working process of advertising agencies.Presentation on working process of advertising agencies.
Presentation on working process of advertising agencies.
 
Out of the box ideas ambush marketing techniques
Out of the box ideas ambush marketing techniquesOut of the box ideas ambush marketing techniques
Out of the box ideas ambush marketing techniques
 
Integrated Marketing Communications
Integrated Marketing CommunicationsIntegrated Marketing Communications
Integrated Marketing Communications
 

Andere mochten auch

Ambush Marketing
Ambush MarketingAmbush Marketing
Ambush Marketingguestc348f4
 
Power of ambush marketing final
Power of ambush marketing finalPower of ambush marketing final
Power of ambush marketing finalShashwat Sangal
 
Marketing strategies
Marketing strategies Marketing strategies
Marketing strategies marketpedia_k
 
Unconventional Marketing
Unconventional MarketingUnconventional Marketing
Unconventional Marketinghumtum09rs
 
اکوسیستم کارآفرینی به زبان ساده
اکوسیستم کارآفرینی به زبان سادهاکوسیستم کارآفرینی به زبان ساده
اکوسیستم کارآفرینی به زبان سادهmohammad zahedi
 
Growth by focusing on customer (by @mahdinasseri)
Growth by focusing on customer (by @mahdinasseri)Growth by focusing on customer (by @mahdinasseri)
Growth by focusing on customer (by @mahdinasseri)Mahdi Nasseri
 
A perfect value proposition is not enough (by @mahdinasseri)
A perfect value proposition is not enough (by @mahdinasseri)A perfect value proposition is not enough (by @mahdinasseri)
A perfect value proposition is not enough (by @mahdinasseri)Mahdi Nasseri
 
Marketing, Marketing Strategies, Their Importance, Different Marketing Strate...
Marketing, Marketing Strategies, Their Importance, Different Marketing Strate...Marketing, Marketing Strategies, Their Importance, Different Marketing Strate...
Marketing, Marketing Strategies, Their Importance, Different Marketing Strate...Preeti Acharya
 
Marketing strategies
Marketing strategiesMarketing strategies
Marketing strategiesmarketpedia_k
 
Salary taxation law
Salary taxation lawSalary taxation law
Salary taxation lawKafil Niazai
 

Andere mochten auch (14)

Ambush Marketing
Ambush MarketingAmbush Marketing
Ambush Marketing
 
Consumer Perception
Consumer PerceptionConsumer Perception
Consumer Perception
 
Power of ambush marketing final
Power of ambush marketing finalPower of ambush marketing final
Power of ambush marketing final
 
Ambushmarketing
AmbushmarketingAmbushmarketing
Ambushmarketing
 
Marketing strategies
Marketing strategies Marketing strategies
Marketing strategies
 
who is my Customer ?
who is my Customer ?who is my Customer ?
who is my Customer ?
 
Regulatory structure 2
Regulatory structure 2Regulatory structure 2
Regulatory structure 2
 
Unconventional Marketing
Unconventional MarketingUnconventional Marketing
Unconventional Marketing
 
اکوسیستم کارآفرینی به زبان ساده
اکوسیستم کارآفرینی به زبان سادهاکوسیستم کارآفرینی به زبان ساده
اکوسیستم کارآفرینی به زبان ساده
 
Growth by focusing on customer (by @mahdinasseri)
Growth by focusing on customer (by @mahdinasseri)Growth by focusing on customer (by @mahdinasseri)
Growth by focusing on customer (by @mahdinasseri)
 
A perfect value proposition is not enough (by @mahdinasseri)
A perfect value proposition is not enough (by @mahdinasseri)A perfect value proposition is not enough (by @mahdinasseri)
A perfect value proposition is not enough (by @mahdinasseri)
 
Marketing, Marketing Strategies, Their Importance, Different Marketing Strate...
Marketing, Marketing Strategies, Their Importance, Different Marketing Strate...Marketing, Marketing Strategies, Their Importance, Different Marketing Strate...
Marketing, Marketing Strategies, Their Importance, Different Marketing Strate...
 
Marketing strategies
Marketing strategiesMarketing strategies
Marketing strategies
 
Salary taxation law
Salary taxation lawSalary taxation law
Salary taxation law
 

Ähnlich wie Ambush marketing

Types of marketing
Types of marketingTypes of marketing
Types of marketingsimerbawa
 
Guerilla Marketing & Partnerships
Guerilla Marketing & PartnershipsGuerilla Marketing & Partnerships
Guerilla Marketing & PartnershipsOttis Bunning
 
Guerilla Marketing Communication Tools and Ethical Problems in Guerilla Adve...
Guerilla Marketing Communication Tools and Ethical Problems in Guerilla Adve...Guerilla Marketing Communication Tools and Ethical Problems in Guerilla Adve...
Guerilla Marketing Communication Tools and Ethical Problems in Guerilla Adve...Abhishek Duttagupta
 
4 P's of Marketing: Confessions of a Guerrilla Marketer
4 P's of Marketing: Confessions of a Guerrilla Marketer4 P's of Marketing: Confessions of a Guerrilla Marketer
4 P's of Marketing: Confessions of a Guerrilla MarketerAnthony William Tucker
 
Guerrilla Marketing meets Social Media
Guerrilla Marketing meets Social MediaGuerrilla Marketing meets Social Media
Guerrilla Marketing meets Social MediaInvisible Puppy
 
6904 research paper guerrilla marketing in singapore
6904 research paper   guerrilla marketing in singapore 6904 research paper   guerrilla marketing in singapore
6904 research paper guerrilla marketing in singapore Dennis Kom
 
Hotel Marketing & Sales
Hotel Marketing & Sales Hotel Marketing & Sales
Hotel Marketing & Sales Ottis Bunning
 
Guerrilla Marketing - Innovative and Futuristic Approach towards Marketing
Guerrilla Marketing - Innovative and Futuristic Approach towards MarketingGuerrilla Marketing - Innovative and Futuristic Approach towards Marketing
Guerrilla Marketing - Innovative and Futuristic Approach towards MarketingIJAEMSJORNAL
 

Ähnlich wie Ambush marketing (20)

Guerrilla marketing
Guerrilla marketingGuerrilla marketing
Guerrilla marketing
 
Guerrilla marketing
Guerrilla marketingGuerrilla marketing
Guerrilla marketing
 
Types of marketing
Types of marketingTypes of marketing
Types of marketing
 
Guerilla Marketing & Partnerships
Guerilla Marketing & PartnershipsGuerilla Marketing & Partnerships
Guerilla Marketing & Partnerships
 
IMC Presentation
IMC PresentationIMC Presentation
IMC Presentation
 
IMC Presentation.pptx
IMC Presentation.pptxIMC Presentation.pptx
IMC Presentation.pptx
 
IMC Presentation
IMC PresentationIMC Presentation
IMC Presentation
 
IMC Presentation
IMC PresentationIMC Presentation
IMC Presentation
 
IMC Presentation
IMC PresentationIMC Presentation
IMC Presentation
 
Guerilla Marketing Communication Tools and Ethical Problems in Guerilla Adve...
Guerilla Marketing Communication Tools and Ethical Problems in Guerilla Adve...Guerilla Marketing Communication Tools and Ethical Problems in Guerilla Adve...
Guerilla Marketing Communication Tools and Ethical Problems in Guerilla Adve...
 
4 P's of Marketing: Confessions of a Guerrilla Marketer
4 P's of Marketing: Confessions of a Guerrilla Marketer4 P's of Marketing: Confessions of a Guerrilla Marketer
4 P's of Marketing: Confessions of a Guerrilla Marketer
 
4psofmarketing nowata-130731093251-phpapp01
4psofmarketing nowata-130731093251-phpapp014psofmarketing nowata-130731093251-phpapp01
4psofmarketing nowata-130731093251-phpapp01
 
4 P's of Marketing: Confessions of a Guerrilla Marketer
4 P's of Marketing: Confessions of a Guerrilla Marketer4 P's of Marketing: Confessions of a Guerrilla Marketer
4 P's of Marketing: Confessions of a Guerrilla Marketer
 
Guerrilla Marketing meets Social Media
Guerrilla Marketing meets Social MediaGuerrilla Marketing meets Social Media
Guerrilla Marketing meets Social Media
 
Guerilla marketing
Guerilla marketingGuerilla marketing
Guerilla marketing
 
Guerrilla marketing
Guerrilla marketingGuerrilla marketing
Guerrilla marketing
 
Guerrilla marketing
Guerrilla marketingGuerrilla marketing
Guerrilla marketing
 
6904 research paper guerrilla marketing in singapore
6904 research paper   guerrilla marketing in singapore 6904 research paper   guerrilla marketing in singapore
6904 research paper guerrilla marketing in singapore
 
Hotel Marketing & Sales
Hotel Marketing & Sales Hotel Marketing & Sales
Hotel Marketing & Sales
 
Guerrilla Marketing - Innovative and Futuristic Approach towards Marketing
Guerrilla Marketing - Innovative and Futuristic Approach towards MarketingGuerrilla Marketing - Innovative and Futuristic Approach towards Marketing
Guerrilla Marketing - Innovative and Futuristic Approach towards Marketing
 

Kürzlich hochgeladen

P4C x ELT = P4ELT: Its Theoretical Background (Kanazawa, 2024 March).pdf
P4C x ELT = P4ELT: Its Theoretical Background (Kanazawa, 2024 March).pdfP4C x ELT = P4ELT: Its Theoretical Background (Kanazawa, 2024 March).pdf
P4C x ELT = P4ELT: Its Theoretical Background (Kanazawa, 2024 March).pdfYu Kanazawa / Osaka University
 
How to Make a Field read-only in Odoo 17
How to Make a Field read-only in Odoo 17How to Make a Field read-only in Odoo 17
How to Make a Field read-only in Odoo 17Celine George
 
UKCGE Parental Leave Discussion March 2024
UKCGE Parental Leave Discussion March 2024UKCGE Parental Leave Discussion March 2024
UKCGE Parental Leave Discussion March 2024UKCGE
 
How to Show Error_Warning Messages in Odoo 17
How to Show Error_Warning Messages in Odoo 17How to Show Error_Warning Messages in Odoo 17
How to Show Error_Warning Messages in Odoo 17Celine George
 
Benefits & Challenges of Inclusive Education
Benefits & Challenges of Inclusive EducationBenefits & Challenges of Inclusive Education
Benefits & Challenges of Inclusive EducationMJDuyan
 
The Singapore Teaching Practice document
The Singapore Teaching Practice documentThe Singapore Teaching Practice document
The Singapore Teaching Practice documentXsasf Sfdfasd
 
DUST OF SNOW_BY ROBERT FROST_EDITED BY_ TANMOY MISHRA
DUST OF SNOW_BY ROBERT FROST_EDITED BY_ TANMOY MISHRADUST OF SNOW_BY ROBERT FROST_EDITED BY_ TANMOY MISHRA
DUST OF SNOW_BY ROBERT FROST_EDITED BY_ TANMOY MISHRATanmoy Mishra
 
Patterns of Written Texts Across Disciplines.pptx
Patterns of Written Texts Across Disciplines.pptxPatterns of Written Texts Across Disciplines.pptx
Patterns of Written Texts Across Disciplines.pptxMYDA ANGELICA SUAN
 
Clinical Pharmacy Introduction to Clinical Pharmacy, Concept of clinical pptx
Clinical Pharmacy  Introduction to Clinical Pharmacy, Concept of clinical pptxClinical Pharmacy  Introduction to Clinical Pharmacy, Concept of clinical pptx
Clinical Pharmacy Introduction to Clinical Pharmacy, Concept of clinical pptxraviapr7
 
How to Add a New Field in Existing Kanban View in Odoo 17
How to Add a New Field in Existing Kanban View in Odoo 17How to Add a New Field in Existing Kanban View in Odoo 17
How to Add a New Field in Existing Kanban View in Odoo 17Celine George
 
Maximizing Impact_ Nonprofit Website Planning, Budgeting, and Design.pdf
Maximizing Impact_ Nonprofit Website Planning, Budgeting, and Design.pdfMaximizing Impact_ Nonprofit Website Planning, Budgeting, and Design.pdf
Maximizing Impact_ Nonprofit Website Planning, Budgeting, and Design.pdfTechSoup
 
Philosophy of Education and Educational Philosophy
Philosophy of Education  and Educational PhilosophyPhilosophy of Education  and Educational Philosophy
Philosophy of Education and Educational PhilosophyShuvankar Madhu
 
Ultra structure and life cycle of Plasmodium.pptx
Ultra structure and life cycle of Plasmodium.pptxUltra structure and life cycle of Plasmodium.pptx
Ultra structure and life cycle of Plasmodium.pptxDr. Asif Anas
 
How to Add Existing Field in One2Many Tree View in Odoo 17
How to Add Existing Field in One2Many Tree View in Odoo 17How to Add Existing Field in One2Many Tree View in Odoo 17
How to Add Existing Field in One2Many Tree View in Odoo 17Celine George
 
Quality Assurance_GOOD LABORATORY PRACTICE
Quality Assurance_GOOD LABORATORY PRACTICEQuality Assurance_GOOD LABORATORY PRACTICE
Quality Assurance_GOOD LABORATORY PRACTICESayali Powar
 
CHUYÊN ĐỀ DẠY THÊM TIẾNG ANH LỚP 11 - GLOBAL SUCCESS - NĂM HỌC 2023-2024 - HK...
CHUYÊN ĐỀ DẠY THÊM TIẾNG ANH LỚP 11 - GLOBAL SUCCESS - NĂM HỌC 2023-2024 - HK...CHUYÊN ĐỀ DẠY THÊM TIẾNG ANH LỚP 11 - GLOBAL SUCCESS - NĂM HỌC 2023-2024 - HK...
CHUYÊN ĐỀ DẠY THÊM TIẾNG ANH LỚP 11 - GLOBAL SUCCESS - NĂM HỌC 2023-2024 - HK...Nguyen Thanh Tu Collection
 
The basics of sentences session 10pptx.pptx
The basics of sentences session 10pptx.pptxThe basics of sentences session 10pptx.pptx
The basics of sentences session 10pptx.pptxheathfieldcps1
 
5 charts on South Africa as a source country for international student recrui...
5 charts on South Africa as a source country for international student recrui...5 charts on South Africa as a source country for international student recrui...
5 charts on South Africa as a source country for international student recrui...CaraSkikne1
 

Kürzlich hochgeladen (20)

P4C x ELT = P4ELT: Its Theoretical Background (Kanazawa, 2024 March).pdf
P4C x ELT = P4ELT: Its Theoretical Background (Kanazawa, 2024 March).pdfP4C x ELT = P4ELT: Its Theoretical Background (Kanazawa, 2024 March).pdf
P4C x ELT = P4ELT: Its Theoretical Background (Kanazawa, 2024 March).pdf
 
How to Make a Field read-only in Odoo 17
How to Make a Field read-only in Odoo 17How to Make a Field read-only in Odoo 17
How to Make a Field read-only in Odoo 17
 
UKCGE Parental Leave Discussion March 2024
UKCGE Parental Leave Discussion March 2024UKCGE Parental Leave Discussion March 2024
UKCGE Parental Leave Discussion March 2024
 
How to Show Error_Warning Messages in Odoo 17
How to Show Error_Warning Messages in Odoo 17How to Show Error_Warning Messages in Odoo 17
How to Show Error_Warning Messages in Odoo 17
 
Benefits & Challenges of Inclusive Education
Benefits & Challenges of Inclusive EducationBenefits & Challenges of Inclusive Education
Benefits & Challenges of Inclusive Education
 
The Singapore Teaching Practice document
The Singapore Teaching Practice documentThe Singapore Teaching Practice document
The Singapore Teaching Practice document
 
DUST OF SNOW_BY ROBERT FROST_EDITED BY_ TANMOY MISHRA
DUST OF SNOW_BY ROBERT FROST_EDITED BY_ TANMOY MISHRADUST OF SNOW_BY ROBERT FROST_EDITED BY_ TANMOY MISHRA
DUST OF SNOW_BY ROBERT FROST_EDITED BY_ TANMOY MISHRA
 
Patterns of Written Texts Across Disciplines.pptx
Patterns of Written Texts Across Disciplines.pptxPatterns of Written Texts Across Disciplines.pptx
Patterns of Written Texts Across Disciplines.pptx
 
Clinical Pharmacy Introduction to Clinical Pharmacy, Concept of clinical pptx
Clinical Pharmacy  Introduction to Clinical Pharmacy, Concept of clinical pptxClinical Pharmacy  Introduction to Clinical Pharmacy, Concept of clinical pptx
Clinical Pharmacy Introduction to Clinical Pharmacy, Concept of clinical pptx
 
How to Add a New Field in Existing Kanban View in Odoo 17
How to Add a New Field in Existing Kanban View in Odoo 17How to Add a New Field in Existing Kanban View in Odoo 17
How to Add a New Field in Existing Kanban View in Odoo 17
 
Maximizing Impact_ Nonprofit Website Planning, Budgeting, and Design.pdf
Maximizing Impact_ Nonprofit Website Planning, Budgeting, and Design.pdfMaximizing Impact_ Nonprofit Website Planning, Budgeting, and Design.pdf
Maximizing Impact_ Nonprofit Website Planning, Budgeting, and Design.pdf
 
Personal Resilience in Project Management 2 - TV Edit 1a.pdf
Personal Resilience in Project Management 2 - TV Edit 1a.pdfPersonal Resilience in Project Management 2 - TV Edit 1a.pdf
Personal Resilience in Project Management 2 - TV Edit 1a.pdf
 
Philosophy of Education and Educational Philosophy
Philosophy of Education  and Educational PhilosophyPhilosophy of Education  and Educational Philosophy
Philosophy of Education and Educational Philosophy
 
Ultra structure and life cycle of Plasmodium.pptx
Ultra structure and life cycle of Plasmodium.pptxUltra structure and life cycle of Plasmodium.pptx
Ultra structure and life cycle of Plasmodium.pptx
 
How to Add Existing Field in One2Many Tree View in Odoo 17
How to Add Existing Field in One2Many Tree View in Odoo 17How to Add Existing Field in One2Many Tree View in Odoo 17
How to Add Existing Field in One2Many Tree View in Odoo 17
 
Prelims of Kant get Marx 2.0: a general politics quiz
Prelims of Kant get Marx 2.0: a general politics quizPrelims of Kant get Marx 2.0: a general politics quiz
Prelims of Kant get Marx 2.0: a general politics quiz
 
Quality Assurance_GOOD LABORATORY PRACTICE
Quality Assurance_GOOD LABORATORY PRACTICEQuality Assurance_GOOD LABORATORY PRACTICE
Quality Assurance_GOOD LABORATORY PRACTICE
 
CHUYÊN ĐỀ DẠY THÊM TIẾNG ANH LỚP 11 - GLOBAL SUCCESS - NĂM HỌC 2023-2024 - HK...
CHUYÊN ĐỀ DẠY THÊM TIẾNG ANH LỚP 11 - GLOBAL SUCCESS - NĂM HỌC 2023-2024 - HK...CHUYÊN ĐỀ DẠY THÊM TIẾNG ANH LỚP 11 - GLOBAL SUCCESS - NĂM HỌC 2023-2024 - HK...
CHUYÊN ĐỀ DẠY THÊM TIẾNG ANH LỚP 11 - GLOBAL SUCCESS - NĂM HỌC 2023-2024 - HK...
 
The basics of sentences session 10pptx.pptx
The basics of sentences session 10pptx.pptxThe basics of sentences session 10pptx.pptx
The basics of sentences session 10pptx.pptx
 
5 charts on South Africa as a source country for international student recrui...
5 charts on South Africa as a source country for international student recrui...5 charts on South Africa as a source country for international student recrui...
5 charts on South Africa as a source country for international student recrui...
 

Ambush marketing

  • 1. By - Neela Reelan - Rahul Parihar - Sanket Sancheti
  • 2. Introduction  History  Definition  Features  Why Guerrilla marketing?  Instruments  Guerrilla marketing in today’s scenario  Future  Obstacles  Conclusion
  • 3. “You will find it at the moment you do not expect it at all! And at the moment you notice the advertisement and start thinking about its message they have what they want – your attention and interest” • “SURPRISE EFFECT” • Tool for small companies to fight against the biggies
  • 4. The word “Guerrilla” - Spanish expression for “Battle” • Che Guevara and the book ‘Guerrilla Warfare’ (1968) • Americans encounter ‘GUERRILLA’
  • 5. ‘Guerrilla’ enters Marketing • America’s marketing experts were looking for new approaches to gain the attention of customers • They had to find realizable concepts for businesses with limited resources; something that lets one company stand out in the crowd • The only promising way was to use an ‘anti-marketing’ concept that included attrition and attack strategies in order to gain as much attention as possible and to weaken competitors considerably
  • 6. ‘ Guerrilla Marketing’ The term was coined by Jay Conrad Levinson in the book ‘Guerrilla Marketing’ in the year 1983 Provided not only an explanation of the essential marketing ideas, but also a philosophy for small business owners who wanted to follow the Guerrilla Marketing idea Based on the use of non-traditional marketing channels, customer proximity, insistency, and patience
  • 7. “An unconventional system of promotions that relies on time, energy and imagination rather than a big marketing budget” Typically, guerrilla marketing campaigns are unexpected and unconventional, potentially interactive, and consumers are targeted in unexpected places According to Kotler The main purpose of Guerrilla Marketing is to destabilize the opponent – or best to destroy the competitors with the help of attrition tactics.
  • 8. • Geared for the small business and entrepreneur • Based on human psychology rather than experience, judgement, and guesswork • The primary statistic to measure your business is the amount of profits, not sales • The marketer should also concentrate on how many new relationships are made each month • Instead of concentrating on getting new customers, aim for more referrals, more transactions with existing customers
  • 9. Companies all over the world invest billions in traditional activities, which are often not affordable for smaller companies. The solution is a cost-effective marketing form that stands out in the crowd of advertisings and catches the attention of the customer even in the rapidly changing marketing world of today. The aspects of Guerilla Marketing also fit these needs of today - away from uniformity and insistency towards creativity and flexibility.
  • 10. Out-of-Home Weapons 1. Ambient Marketing 2. Guerrilla Sensation 3. Ambush Marketing New Media Weapons 1. Viral Marketing 2. Guerrilla Mobile Low Budget Weapons
  • 11. Ambient advertisements are posted on manhole covers, cranes, pizza cartons, free postcards in bars and so on
  • 12. Ambient Marketing positions advertising at unusual places. Hereby the main focus is not necessarily on the idea, but on the advertising space itself.
  • 14. The idea is to get an advertising message to as many contacts as possible and as fast as possible. This is realised by human multipliers who are animated to pass the message along for free. The challenge for a Viral Marketer is to build a motivation in a message for people to spread it. Eg. Hotmail
  • 15. Since the number of mobile phones exceeds the number of inhabitants in many countries, the cell phone is a permanent companion of prospects. The wireless connection provides the possibility to present marketing messages in different ways via SMS, MMS, Bluetooth, or Infrared.
  • 16. It is often difficult to recognize the fine line between provocation and offence, between drawing the attention to a company and to create a negative reputation, to get new customers and to lose prospects.
  • 17. The main reason why companies opt for Guerilla Marketing these days can be differentiated between small and larger organisations. Smaller companies obviously chose the cost effective principle since they only have a small advertising budget on-hand. Larger, more solvent companies are often able to afford TV and Print Ads. They use Guerrilla Marketing since it achieves value that cannot be created by classical advertising alone.
  • 18. Guerilla Marketing –has been experiencing increasing importance in the advertising landscape, ever since customers are besieged with classical marketing communication via the traditional channels TV, Magazines, Radio and Direct Mail. Guerilla Marketing is a brilliant idea, involving the customer in a surprising, unconventional marketing activity. .
  • 21. Ambush means attack from hidden position  Term coined by Jerry c welsh in 1980
  • 22. It is defined as attempt by an organisation to benefit from goodwill or popularity of particular event by creating association between itself and the event without permission of relevant organisation and without paying fees to become an official sponsor
  • 23. At many major events one brand of a particular category pays a high price to be the exclusive sponsor. Ambush Marketers then still find a way to make notice of their brand in connection with the event, since it attracts the attention of thousands of visitors and even viewers on TV
  • 24. Ambush marketing is cost effective  Complete creative freedom  When competitor is sponsor
  • 25. Do not breach intellectual property law  Do not call yourself a sponsor if you are not  Some major events also have proximity rules.
  • 26. 1. Cosmetic Ambush  Driven by ego not by strategy 2. Proximity Ambush  Setting up on outskirts of major event 3. Media package 4. Strategic Ambush  Leverages experiences around the event.
  • 27. Strategies of Ambusher  Sponsoring Media coverage of the event  Engaging in advertising that coincide with sponsored event  Distributing of free sample of non sponsored brand product at event
  • 29. Australia VS New Zealand.  Streakers bearing the Vodafone logo on their bodies invaded the pitch during the second half.  Official Sponsor – Telstra. 29

Hinweis der Redaktion

  1. Guerrilla Marketing distinguishes itself from other promotion tools by its surprise effect and it has become a very popular marketing strategy in current times.The original approach of Guerrilla Marketing is an alternative marketing strategy that suits small and medium-sized companies to act like the Guerrilla fighters have in the past: hit vulnerable targets of larger enemies by taking them by surprise.
  2. The term “Guerrilla” first appeared during the war of independence in Spain and Portugal at the beginning of the 19th century.Especially the Vietcong force was unbeatable, because they used the Guerilla tactics that destabilized the American forces constantlyIn the 1960’s US firms brought the “Guerilla” tactics to Marketing, when they needed new ways to outdo competitors.
  3. During the 1980s the US market was flooded with 11 million new founded companies. 10.8 million of them were small-sized companies that needed a strategy to fight their bigger competitors with a small budget.
  4. During the 1980s the US market was flooded with 11 million new founded companies. 10.8 million of them were small-sized companies that needed a strategy to fight their bigger competitors with a small budget.He introduced new ways of advertising and presenting a business well with a small budget and based the success of a marketing strategy on the use of non-traditional marketing channels, customerproximity, insistency, and patience. A company should create as many points of contact with customers and prospects as possible in order to stay in their memory. He further believed that a long-lasting campaign will bring the desired competitive advantage.
  5. Guerrilla Marketing is specifically geared for the small business and entrepreneurHas to based on human psychology rather than experience, judgement, and guesswork.The primary statistic to measure your business is the amount of profits, not sales.The marketer should also concentrate on how many new relationships are made each month.Create a standard of excellence with an acute focus instead of trying to diversify by offering too many diverse products and services.Instead of concentrating on getting new customers, aim for more referrals, more transactions with existing customers, and larger transactions.
  6. During the 1980s marketers supported the belief that prospects haveto be exposed to the same marketing message as often as possible.Research showed that people need to see an advertisement up to 13 times before they understand what the product is.As a result every customer is confronted with thousands of messages every day.Levinson says that when implementing guerrilla marketing tactics, small size is actually an advantage. Small organizations and entrepreneurs are able to obtain publicity more easily than large companies, as they are closer to their customers and considerably more agile.
  7. Out-of-Home WeaponsAs the name “out-of-home” suggests, these weapons refer to marketing activities that areactually realised at public locations. At best it does not only catch the interest of people whopass by, but media interest as well.New Media WeaponsNew technologies change our lives and they often make it easier due to mobile phones, internet,unlimited information, and shopping possibilities that enable customers to access theresources of the world with a click on the computer mouse.Low Budget WeaponsThis Weapon refers to Guerilla Marketing for new, small, and medium-sized companies, whoonly possess a small marketing budget.
  8. They are all a little more unusual displays. Until today newer ambient mediahave come up, such as messages on large-format screens in subways or handles of supermarkettrolleys. There are no limits to formats there
  9. During the 1980s marketers supported the belief that prospects haveto be exposed to the same marketing message as often as possible.Research showed that people need to see an advertisement up to 13 times before they understand what the product is.As a result every customer is confronted with thousands of messages every day.
  10. when they started to add a frank messageto the footer of all E-Mails sent out by Hotmail users. For example : “Join the world'slargest free e-mail service with MSN Hotmail. http://www.hotmail.com“. 20 Hotmail users thusautomatically became sales promoters for their e-mail service provider.
  11. Mobile apps like what’s app, facebook, twitter
  12. A design framework is needed to make campaigns as effective as possible, since people in the modern world have a rather negativeattitude towards advertising. Such barriers have to be overcome first. Thereby it is fundamentallyimportant to create an advertisement that does not praise the obvious advantages of lowprices and high qualities, but to draw the attention towards the brand.
  13. During the 1980s marketers supported the belief that prospects haveto be exposed to the same marketing message as often as possible.Research showed that people need to see an advertisement up to 13 times before they understand what the product is.As a result every customer is confronted with thousands of messages every day.