JAIPURIA INSTITUTE OF MANAGEMENT

MARKETING MANAGEMENT II PROJECT REPORT ON GUERRILLA MARKETING STRATEGY

SUBMITTED TO: PROF. SHALINI SINGH

SUBMITTED BY: PULKIT AGARWAL(JIML-11-124) RAJAT SAHANI(JIML-11-129) SADAF SIDDIQUI(JIML-11-137) SHAHZEB NUSRAT(JIML-11-138) SANJEEV KUMAR(JIML-11-141) RASHMI PANDEY(JIML-11-FS-43)

ACKNOWLEDGEMENT
Perseverance, inspiration and motivation have always played a key role in the success of any venture. So hereby, it is our pleasure to record thanks and gratitude to the people involved. Firstly, we thank Prof. SHALINI SINGH, for her continuous support in the project. SHALINI maam was always there to listen and to advice us. She is responsible for involving us in the project on GUERRILLA MARKETING STRATEGY in the first place. She showed us different ways to approach a research problem and the need to be persistent to accomplish any goal. Without this encouragement and constant guidance we would not have been able to finish the project. She was always there to meet and talk about any query. Last, but not least, we would like to thank all class mates and colleagues who supported us throughout the project.

WHAT IS MARKETING......?
Marketing is defined by the AMA as "the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large." Marketing is used to identify the customer, satisfy the customer, and keep the customer. With the customer as the focus of its activities, marketing management is one of the major components of business management. Marketing evolved to meet the stasis in developing new markets caused by mature markets and overcapacities in the last 2-3 centuries.The adoption of marketing strategies requires businesses to shift their focus from production to the perceived needs and wants of their customers as the means of staying profitable.

A LOOK AT OLD VS NEW MARKETING TECHNIQUES

Old Marketing Technique 1: Newspaper Advertising

Before the internet became available in most households, the average consumer spent a lot of time reading the newspaper front page to back. It was the best way to find out what was going in the community, and to find vendors for specific products or services. Now that news stories are available online and updated in real time, newspapers are shutting down around the world. They simply cant compete with the ability of the World Wide Web to disseminate news from anywhere in an instant. Today, newspaper advertisements are a bad investment of your marketing dollars. You will get far greater reach and far better results if you institute a pay per click campaign. Forget print copy, an internet business needs to appear at the top of the search engine ranking pages to gain customers.

Old Marketing Technique 2: In-Person Social Networking

It used to be that any new business owner benefited from attending various social functions sponsored by local civic organisations. Everyone in town would gather together for hors doeuvres and drinks and make business deals based on the old tenet of you scratch my back, Ill scratch yours. Social networking is still an important part of marketing a business, but the venue has changed. Instead of making a physical appearance at a ribbon-cutting ceremony, the modern business owner is better served by spending time posting profiles at various social media websites such as Twitter, Facebook, MySpace, and LinkedIn. The rules for polite interaction havent changed; you just have to develop relationships in a format that does not allow for face-to-face interaction. It is imperative you adopt a respectful tone and take an interest in other members through the written word. Todays savvy internet users know spam when they see it so curtail overt sales pitches.

Old Marketing Technique 3: Cold Sales Calls

You may have a held a job in the past where your main task was to go through a list of telephone numbers and make phone calls, desperately hoping that the person receiving the call would be interested in what you were selling and not hang up. Nowadays, there is little need for a telephone. Most consumers do their buying online, and they come straight to your website. The New Marketing Technique is to use modern methods of reaching potential clients. Email messages, a sales letter posted on your web page, an online contact form, and a list of your services online all function as your virtual sales staff. By performing some basic website optimisation for search engines, you could simply get sales from those efforts.

MODERN AGE MARKETING TECHNIQUES

Article marketing
Article marketing is a type of advertising in which businesses write short articles about themselves as a marketing strategy. Internet article marketing is used to promote products and services online via article directories.

The Cellar (marketing)

The cellar is the marketing theme or concept for the group of departments that are commonly located on the first floor below ground level at the larger Macy's department store locations. Although every Macy's has such a department, only the larger flagships actually have basement-level space devoted to the cellar concept.

Cloud marketing
Cloud Marketing refers to any and all marketing efforts that take place on the Internet, aka the Cloud provided as a service. One can understand the term, "Cloud Marketing" to encompass both issues, as well as a wider set of organic marketing issues, including social media marketing (SMM), mobile media marketing (MMM), banner and contextual advertising, even hosting and domain issues.

Cross-media marketing
Cross media marketing is a form of cross-promotion in which promotional companies commit to surpassing the traditional advertisements and decide to include extra appeals to their offered products.[1] The material can be communicated by any mass media such as emails, letters, web pages, or other recruiting sources. This method can be extremely successful for publishers because the marketing increases the ads profit from a single advertiser.

DATABASE MARKETING
Database marketing is a form of direct marketing using databases of customers or potential customers to generate personalized communications in order to promote a product or service for marketing purposes. The distinction between direct and database marketing stems primarily from the attention paid to the analysis of data. Database

marketing emphasizes the use of statistical techniques to develop models of customer behavior, which are then used to select customers for communications.

DIGITAL MARKETING
Digital marketing is the use of digital sources based on electronic signal like Internet, digital display advertising and other digital media such as television,radio, and mobile phones in the promotion of brands and products to consumers. Digital marketing may cover the more traditional marketing areas such asDirect Marketing by providing the same method of communicating with an audience but in a digital fashion.

DIRECT MARKETING
Direct marketing is a channel-agnostic form of advertising that allows businesses and nonprofits to communicate straight to the customer, with advertising techniques such as mobile messaging, email, interactive consumer websites, online display ads, fliers, catalog distribution, promotional letters, and outdoor advertising.

ETHICAL MARKETING
Ethical marketing refers to the application of marketing ethics into the marketing process. Briefly, marketing ethics refers to the philosophical examination, from a moral standpoint, of particular marketing issues that are matters of moral judgment. Ethical marketing generally results in a more socially responsible and culturally sensitive business community

INTERNET MARKETING
Internet marketing, also known as web marketing, online marketing, webvertising, or e-marketing, is referred to as the marketing (generally promotion) of products or services over the Internet. iMarketing is used as an abbreviated form for Internet Marketing. Internet marketing ties together the creative and technical aspects of the Internet, including design, development, advertising and sales. Internet marketing also refers to the placement of media along many different stages of the customer engagement cycle through search engine marketing (SEM), search engine optimization (SEO), banner ads on specific websites, email marketing, mobile advertising, and Web 2.0 strategies.

LOYALTY MARKETING
Loyalty marketing is an approach to marketing, based on strategic management, in which a company focuses on growing and retaining existing customers through incentives. Branding, product marketing and loyalty marketing all form part of the customer proposition the subjective assessment by the customer of whether to purchase a brand or not based on the integrated combination of the value they receive from each of these marketing disciplines

MULTILEVEL MARKETING
Multi-level marketing (MLM) is a marketing strategy in which the sales force is compensated not only for sales they personally generate, but also for the sales of others they recruit, creating a downline of distributors and a hierarchy of multiple levels of compensation. Other terms for MLM include pyramid selling, network marketing, and referral marketing.

NANO CAMPAIGNING
Nano-campaigning refers to an approach within Marketing communications, Public relations and Lobbying which uses personalised and product-specific or issue-specific tactics as the starting point for more extensive strategic campaigns. It is based on the principles of social psychology and is enabled by the application of social media technologies.

PERMISSION MARKETING
Permission marketing is a term popularized by Seth Godin (but found earlier) used in marketing in general and e-marketing specifically. The undesirable opposite of permission marketing is interruption marketing. Marketers obtain permission before advancing to the next step in the purchasing process. For example, they ask permission to send email newsletters to prospective customers. It is mostly used by online marketers, notably email marketers and search marketers, as well as certain direct marketers who send a catalog in response to a request.

PROXIMITY MARKETING
Proximity marketing is the localized wireless distribution of advertising content associated with a particular place. Transmissions can be received by individuals in that location who wish to receive them and have the necessary equipment to do so.

Distribution may be via a traditional localized broadcast, or more commonly is specifically targeted to devices known to be in a particular area. The location of a device may be determined by:

A cellular phone being in a particular cell A Bluetooth or WiFi device being within range of a transmitter.

RELATIONSHIP MARKETING
Relationship marketing is a broadly recognized, widely-implemented strategy for managing and nurturing a companys interactions with clients and sales prospects. It also involves using technology to organize, synchronize business processes, (principally sales and marketing activities), and most importantly, automate those marketing and communication activities on concrete marketing sequences that could run in autopilot, (also known as marketing sequences). The overall goals are to find, attract and win new clients, nurture and retain those the company already has.

SHOPPER MARKETING
Shopper marketing is "understanding how one's target consumers behave as shoppers, in different channels and formats, and leveraging this intelligence to the benefit of all stakeholders, defined as brands, consumers, retailers and shoppers." Shopper marketing is not limited to in-store marketing activities, a common and highly inaccurate assumption that impairs the spread of any industry definition. Shopper marketing must be part of an overall integrated marketing approach that considers the opportunities to drive consumption and identifies the shopper that would need to purchase a brand to enable that consumption. These shoppers need to be understood in terms of how well they interpret the needs of the consumer, what their own needs as a shopper are, where they are likely to shop, in which stores they can be influenced in, and what in-store activity influences them.

SPECIAL EDITION
The terms special edition, limited edition and variants such as deluxe edition, collector's edition and others, are used as a marketing incentive for various kinds of products, originally published products related to the arts, such as books, prints or recorded music and films, but now including cars, fine wine and other products.

UNDERCOVER MARKETING
Undercover marketing (also known as buzz marketing, stealth marketing, or by its detractors roach baiting) is a subset of guerrilla marketing where consumers do not realize they are being marketed to. For example, a marketing company might pay an actor or socially adept person to use a certain product visibly and convincingly in locations where target consumers congregate. While there, the actor will also talk up their product to people they befriend in that location, even handing out samples if it is economically feasible. The actor will often be able to sell consumers on their product without those consumers even realizing that they are being marketed to.

Z CARD
The Z-CARD is the registered trademark for the foldable guide invented by George McDonald when he was a travel writer and consultant for British Airways. McDonald found that traditional fold-out maps were too bulky to carry with him on travel research trips and wanted a more convenient solution. From this the Z-CARD was developed and launched in 1992, with the company as it looks today being founded in 2003. ZCARD Ltd. holds over 20 patents in 80 countries for their PocketMedia line, which includes the Z-CARD foldable guide. All Z-CARD products are legally required to carry patent and trademark notification.

VIRAL MARKETING
Viral marketing, viral advertising, or marketing buzz are buzzwords referring to marketing techniques that use pre-existing social networks to produce increases in brand awareness or to achieve other marketing objectives (such as product sales) through selfreplicating viral processes, analogous to the spread of viruses or computer viruses can be delivered by word of mouth or enhanced by the network effects of the Internet.

TISSUE PACK MARKETING

Companies use small, portable tissue packages to move advertising copy directly into consumers' hands.

LIVE IN MARKETING
Live-in Marketing is a term used to describe a variant of marketing and advertising in which the target consumer is allowed to sample or use a brands product in a relaxed atmosphere over a longer period of time. Much like product placement in film and television LIM was developed as a means to reach select target demographics in a nonevasive and much less garish manner than traditional advertising.

MARKETING SEGMENTATION
Market segmentation pertains to the division of a market of consumers into persons with similar needs and wants. The people in a given segment are supposed to be similar in terms of criteria by which they are segmented and different from other segments in terms of these criteria. These can be broadly viewed as 'positive' and 'negative' applications of the same idea, splitting up the market into smaller groups. Examples:

Gender Price Interests Location Religion Income Size of Household

BASES FOR SEGMENTATION

Geographic segmentation Demographic segmentation Psychographic segmentation Behavioral segmentation

GEOGRAPHIC SEGMENTATION
The market is segmented according to geographic criteria- nations, states, regions, counties, cities, neighborhoods, or zip codes.

PSYCHOGRAPHIC SEGMENTATION
Psychographics is the science of using psychology and demographics to better understand consumers. Psychographic segmentation: consumer are divided according to their lifestyle, personality, values. People within the same demographic group can exhibit very different psychographic profiles.

BEHAVIORAL SEGMENTATION
In behavioral segmentation, consumers are divided into groups according to their knowledge of, attitude towards, use of or response to a product.

GUERRILLA MARKETING

WHAT IS GUIRRELLA MARKETING....?

Guerrilla marketing is an advertising strategy in which low-cost unconventional means (graffiti, sticker bombing, flash mobs) are utilized, often in a localized fashion or large network of individual cells, to convey or promote a product or an idea. The term guerrilla marketing is easily traced to guerrilla warfare which utilizes atypical tactics to achieve a goal in a competitive and unforgiving environment. The concept of guerrilla marketing was invented as 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. The objective of guerrilla marketing is to create a unique, engaging and thought-provoking concept to generate buzz, and consequently turn viral. The term was coined and defined by Jay Conrad Levinson in his book Guerrilla Marketing. The term has since entered the popular vocabulary and marketing textbooks. Guerrilla marketing involves unusual approaches such as intercept encounters in public places, street giveaways of products, PR stunts, or any unconventional marketing intended to get maximum results from minimal resources. More innovative approaches to Guerrilla marketing now utilize mobiledigital technologies to engage the consumer and create a memorable brand experience. Guerrilla marketing focuses on low cost creative strategies of marketing. Basic requirements are time, energy, and imagination and not money. Sales do not compose of the primary static to measure business but is replaced by profit. Emphasis is on retaining existing customers then acquiring new ones.

PRINCIPLES OF GUERRILLA MARKETING

Find a segment small enough to defend Try to pick a segment small enough so that you can become the leader. Rolls Royce is the true guerrilla. They concentrate on a small market segment and are its leader. Guerrillas should be all line and no staff A guerrilla can take advantage of its small size to make quick decisions. This can be a precious asset when competing with the big national companies. Be prepared to bug out at a moment's notice Don't hesitate to abandon a position or a product if the battle turns against you. A guerrilla doesn't have the resources to waste on a lost cause. He should be quick to give up and move on in a small company, one person's hunch can be enough to launch a new product. e.g.. Robert Gamm a footwear importer introduced 'KangaRoos' -zippered pocket on side of shoes.

STRATIGIES OF GUIRRELLA MARKETING

1.Price discount strategy The challenger can sell a comparable product at lower price. it is apparent in price wars in airlines, tariff wars in telecom industry. 2. Cheaper goods strategy The idea is to offer an average or low quality product at much lower price. This works when the buyer is interested only in price. 3. Prestige goods strategy The challenger can launch a higher quality product and charge a higher price than the leader. 4. Product proliferation strategy Challenger can attack the leader by launching a larger product variety, thus offering more choice to the buyer. 5. Product innovation 6. Improved service strategy 7. Distribution Innovation strategy Developing new channels of distribution like direct selling to customers. 8. Manufacturing cost reduction strategy Employing lower manufacturing cost through more efficient purchasing. 9. Intensive advertising promotion The challenger engages in a rigorous advising program.

NEED OF GUIRRELLA MARKETING

The need for guerrilla marketing can be seen in the light of three facts: Because of big business downsizing, decentralization, relaxation of government regulations, affordable technology, and a revolution in consciousness, people around the world are gravitating to small business in record numbers. Small business failures are also establishing record numbers and one of the main reasons for the failures is a failure to understand marketing. Guerrilla marketing has been proven in action to work for small businesses around the world. It works because it's simple to understand, easy to implement and outrageously inexpensive.

FEW EFFECTIVE ADS CREATED THROUGH GUIRRELLA STRATEGY

SMOKING
While at a quick glance this might look like a clever guerrilla marketing effort for a cigarette brand or the tobacco industry itself, this is actually very cool street art found in Germany. And if anything, this will most likely encourage you to stop smoking.

Mirror, mirror on the wall

At the 2011 Eurobike cycling trade show in Germany, Schwalbe tires found a way to make good use of the bathrooms. Other companies have utilized the urinals before but that letting someone urinate on your brand is often not a good idea. One could argue here that not everyone washes their hands, but the tire art on the mirror is hard to overlook.

Messing with time

Diamantini & Domeniconi is well known for a very unique selection of clocks and we actually have one of their Cuckoo Clocks in our home. Their OnTime version makes sure that you are on time with a slight kink in the minute hand and you no longer have to move the clock forward.

Sun Smart
Too much of a good thing is still too much and that is especially true of the sun. Sun Smart in Australia is reminding people with a creative billboard campaign that cutting out the sun exposure is easier than cutting out a skin cancer. Reach inside the "cancer cutout" and help yourself to some free SPF 30 sunscreen. Very clever.

FEW MORE......

BIBLIOGRAPHY
WWW.GOOGLE.COM WWW.CREATIVEGUERRILLAMARKETING.COM WWW.THECOOLHUNTER.CO.UK WWW.WIKIPEDIA.COM BLOG.GUERRILLACOMM.COM WWW.IBELIEVEINADV.COM WWW.GMARKETING.COM