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Guerrilla and Stealth Marketing for Pajama Jeans: A Start-up Plan to Target College Students

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Added on  2023/06/12

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This report contains a start-up plan to target college students by using Guerrilla and stealth marketing for Pajama Jeans. It discusses the negative outcomes/drawbacks of the stealth or guerrilla tactics and how traditional market can transit into internet market. The report also covers the target market, positioning of the product, and guerrilla marketing activities such as social media and video. Additionally, it discusses stealth marketing activities such as promotional items and product placement.

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Creative Marketing 1
Contents
Introduction...........................................................................................................................................2
Guerrilla marketing activates for start-up..............................................................................................2
Target market........................................................................................................................................3
Positioning of Product...........................................................................................................................3
Traditional Market can transit into internet market................................................................................4
Guerrilla marketing Activities...............................................................................................................4
Stealth marketing activities....................................................................................................................5
Negative outcomes/drawbacks of the stealth or guerrilla tactics............................................................5
Conclusion.............................................................................................................................................6
References.............................................................................................................................................7
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Creative Marketing 2
Introduction
The idea of Pajama Jeans was develop to provide comfort plus style to both men and women.
The Pajama Jeans gives comfort what they desire and the designer details they want. Its
exclusive design and fabrics features fit in every body sizes from XXS to 3X. This report
contains a start-up plan to target college students by using Guerrilla and stealth marketing.
Guerrilla and Stealth Marketing
Guerrilla Marketing is an advertising Strategy which is design to promote products or
services of business in an unconventional way and it involve little budget. This strategy
involves high imagination and energy level to focus on grasping attention of the public at
their personal and memorable level. The main point of guerrilla marketing is that activities
are done exclusively on streets other public places, such as shopping centres, parks or
beaches with maximum people access to attract large audience (Baltes and Leibing, 2008, 46-
55).
Stealth marketing is termed as buzz or undercover marketing, it is a marketing technique that
advertise a product among people without realizing them. The main aim of stealth marketing
is not to generate immediate sales, but to create interest and excitement that will make
consumers more receptive to direct advertising later.
Guerrilla marketing activates for start-up
1. Develop a clear and precise picture of target audience for Pajama Jeans,
2. Having a solid understanding of core business,
3. Think big and small alike,
4. Brand your campaign carefully,
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Creative Marketing 3
5. Identify the resources that need to pull it off,
6. Spread message via social media or other channels, and
7. Focus on building relationship with customers (Zuo and Veil, 2010, 8).
Target market
College students are the target audience for pajama jeans because the jeans are very popular
among youngsters. The college students wear denime jeans very often. The college students
has to wear jeans for full day, as denime jeans are too skinny and tight and that’s make them
little uncomfortable. On other hand pajama jeans are very comfortable, that person can wear
it for whole day and it also available in various colours and designs. A Pajam jean is the best
alternative for college students (Castronovo and Huang, 2012, 117).
As college students are very busy in performing different things, they sleep late in night and
wake up late in morning and get late for their lectures, the pajam jeans will really help them
to getting ready fast. They even can sleep in pajama jeans and can wear same at college.
Positioning of Product
The Brand concept is closely linked with its positioning. Brand positioning is a convincing
promises that marketing specialists pass on to win the mind and heart of customers. There are
many tools which enable the company to identify target and customize market plan. Brand
Positioning among the competitors and finding possible improvement is important.
Traditional Market can transit into internet market
1. Write Frequently: To position the pajama jeans among its target audience the
Company should start the blog writing and try to post at least twice a week. Spill the
expertise about trade, including lesson learned, case study and many more.

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Creative Marketing 4
Experiment with different formats of the post and try to incorporate screenshot,
videos, photos and polls.
2. Try hand at SEO: To position the product the company should start experimenting
with SEO, by creating account on Google Ad Words: keyword planner. Once
company get idea of what college students are searching, according to that the
company will post their ads.
3. Be Active on social media: As college students are very active on social media the
company can create account on Facebook, LinkedIn, and twitter. And try to add and
follow like-minded individuals. Then start sharing post on these channels and other
articles related to the products.
4. Build an Email list and sent a Newsletter: To position the pajama jeans in the
market, company can made a sizeable email list of students of various colleges, start
experimenting with blasting an e-Newsletter either monthly or weekly (Rotfeld, 2010,
63-68).
Guerrilla marketing Activities
1. Go social: Social media is one of the best guerrilla marketing activities. In current
scenario social media is the best way to promote the product. As social media has a
mass reach and most of its user are youngster or college going students. So it can be a
useful tool for the company to promote pajama jeans by using various social sites and
it involve very less cost. To increase the sale of pajama jeans social media plays very
important role.
2. Video: The videos can also play a great role in promotion of pajama jeans. As the
college going people are very fond of watching videos on you tube or on any other
source. The company can take the advantage to this and can make an attractive and
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Creative Marketing 5
eye catching video to attract the target audience by viral that video on various sites.
(Heitzler and Stella, 2011, 188-193).
Stealth marketing activities
1. Promotional items: The Company can use a promotional item such as coffee mugs,
pens, notepads, and tissues, be imprinted with the logo and slogan, as a promotional
tool. The company can place those promotional items in the college campus or they
can place those items at place where college students visit very often. These items are
practical and useful so the customers are more likely to keep them rather than flyers.
2. Product placement: In this activity to promote the pajama jeans the company can
place the product in some movie or in TV production which are popular among young
or college going people (Heitzler and Stella, 2011, 188-193).
Negative outcomes/drawbacks of the stealth or guerrilla tactics
1. Messages can be misunderstood: Some time the message which is been given
through the promotion activity can be misunderstood by the consumers
2. Potential backlash: The audience may call out business who are implementing
guerrilla marketing campaign. This is true for undercover marketing campaigns. For
example, if company are placing products like coffee mug or tissue paper for
promotion the customers may misunderstood by assuming that may the product is not
good that’s why the company is promoting the product this way (Zuo and Veil, 2010,
8).
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Creative Marketing 6
Conclusion
To conclude the company want to promote and place its pajama jeans among college
students. College going students are very busy in doing different stuffs, they don’t have much
time to change their clothes the pajam jeans is a product which they can wear for the whole
day. Pajama jeans will make them feel comfortable and save their time.

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Creative Marketing 7
References
Baltes Guido, and Isabell Leibing. "Guerrilla marketing for information services?." New
Library World 109, no. 1/2 (2009): 46-55.
Castronovo, Cristina, and Lei Huang. "Social media in an alternative marketing
communication model." Journal of Marketing Development and Competitiveness 6, no. 1
(2012): 117.
Heitzler, Carrie D., and Stella L. Kusner. "Bringing “play” to life: the use of experiential
marketing in the VERB™ campaign." American journal of preventive medicine34, no. 6
(2011): 188-193.
Rotfeld, Herbert Jack. "The stealth influence of covert marketing and much ado about what
may be nothing." Journal of public policy & marketing 27, no. 1 (2010): 63-68.
Zuo, Lin, and Shari Veil. "Guerilla marketing and the aqua teen hunger force fiasco." Public
Relations Quarterly 51, no. 4 (2010): 8.
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