Impact of Guerilla Marketing Assignment

The Impact of Guerilla Marketing as
A Low-Cost Marketing Strategy
PM600C
Mercedes Sanchez
P307920
Bilgesu Ozkazman

CONTENTS
1. PROJECT TITLE............................................................................................................................1
2. INTRODUCTION............................................................................................................................1
3. RESEARCH QUESTIONS..............................................................................................................1
4. LITERATURE REVIEW................................................................................................................2
CONCLUSION.....................................................................................................................................3
REFERENCES.....................................................................................................................................3
1. GUERILLA MARKETING............................................................................................................5
2. A LOW-COST MARKETING STRATEGY OF GUERILLA MARKETING...........................6
3. THE IMPACT OF GUERILLA MARKETING............................................................................6
4. STRENGHTS AND LIMITATIONS OF GUERILLA MARKETING.......................................7

PM600C LITERATURE REVIEW
1. PROJECT TITLE
The impact of Guerilla marketing as a low-cost marketing strategy
2. INTRODUCTION
Background: In the digital age, people are using the internet effectively. With the
advancement of technology, all information found or researched can be accessed easily.
Thanks to the internet, there is no longer going to libraries and researching for hours.
Individuals who have internet and laptop at home can quickly access information. At this
point, businesses and large companies use ads to make a profit. Guerrilla marketing is also
used for this reason. It aims to attract the attention of individuals by making unusual
advertisements. The guerrilla tactic is a war tactic; it has turned into a marketing
tactic. Guerilla Marketing is a system that means providing trademark recognition with an
unconventional procedure. Guerrilla marketing operations are frequently characterised as
inexpensive, extremely productive strategies. Using the Guerilla Marketing plan ensures
brand image.
Rationale: The main reason for choosing this project is that people aspire to produce
something unusual and extraordinary. Guerrilla marketing was exciting since there are
numerous advertisements in different places, for instance, advertisements placed on the
escalators of shopping malls. Guerrilla marketing has become highly preferred because even
large companies use this tactic because of its low costs, such as Red Bull and Coca-Cola.
[ CITATION GMCompany \l 1055 ] Doing this research plays a vital role due to this
marketing strategy offers an extraordinary opportunity. Moreover, companies produce
different tactics using this strategy.
3. RESEARCH QUESTIONS
What is guerrilla marketing?
Is guerrilla marketing an effective low-cost strategy? Why?
What are the strengths and limitations of guerilla marketing?
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