PM600 Research Proposal: Guerilla Marketing Low-Cost Strategy Report

This report provides a comprehensive analysis of guerilla marketing, examining its effectiveness as a low-cost strategy. The report begins with an introduction and background on guerilla marketing, highlighting its unconventional tactics and the rationale for its use. It then presents an annotated bibliography of relevant research papers, followed by a working bibliography. The core of the report delves into key aspects of guerilla marketing, including general information, its role as a low-cost strategy, its impact on brand image and consumer behavior, and a detailed discussion of its advantages and disadvantages. The report concludes with a summary of the findings and a list of references, offering valuable insights into this dynamic marketing approach. The research approach is based on secondary research to analyze this marketing strategy and access the required information.

CONTENTS
SECTION 1: PROJECT TITLE ......................................................................................................1
SECTION 2: INTRODUCTION ......................................................................................................1
SECTION 3: ANNOTATED BIBLIOGRAPHY .............................................................................2
SECTION 4: WORKING BIBLIOGRAPHY ..................................................................................4
1. GENERAL INFORMATION ABOUT GUERILLA MARKETING ..........................................5
2. A LOW-COST MARKETING STRATEGY OF GUERILLA MARKETING ..........................6
3. THE IMPACT OF GUERILLA MARKETING ..........................................................................6
4. ADVANTAGES AND DISADVANTAGES OF GUERILLA MARKETING ............................7
5. CONCLUSION .............................................................................................................................9
REFERENCES .................................................................................................................................9

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PM600 RESEARCH PROPOSAL
SECTION 1: PROJECT TITLE
The effect of general information about Guerilla marketing as a low-cost marketing strategy.
SECTION 2: INTRODUCTION
Background: We are in the digital age right now. Consequently, we must use the internet
effectively. With the advancement of technology, all information found or researched can be
accessed easily. Thanks to the internet, we do not have to go to libraries and research for hours.
If we have internet and laptop in our house, we can access information quickly. 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. Usually, the Guerrilla marketing plan; provides the brand.
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.
Research Aim: Usually, the Guerrilla marketing strategy aims to take the bend and make a
rapid contribution to the trademark. While massive firms have unlimited budgets to use
conventional marketing, it can be challenging to face in this state. Guerrilla marketing enables
tiny firms to demonstrate their tremendous energy. It minimises the resources and expenses
spent for this endeavour while maximising the interest in its goods, services and offers.
Guerrilla marketing is based on the firm's efforts to attract regard to another contestant.
Objectives:
To understand the Guerilla marketing strategy and tactics
To analyse a low-cost marketing strategy

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To learn Guerilla marketing impacts
Draft Research Questions:
What is the meaning of guerrilla marketing?
Is guerrilla marketing a low-cost strategy?
What are the effects of guerrilla marketing?
Research Approach: Secondary research has been used. The main reason for choosing a
secondary study is to understand better, analyse this marketing strategy, and access the
information needed. On the other hand, the primary approach not preferred as there is no
information to be collected data, and it is not necessary to ask people to conduct surveys.
Moreover, individuals do not have enough knowledge on this subject.
SECTION 3: ANNOTATED BIBLIOGRAPHY
Behal, V., & Sareen, S. (2014). Guerilla Marketing: A Low Cost Marketing Strategy. India:
International Journal of Management Research and Business Strategy.
Guerilla Marketing is an exhibit tactic that combines low-cost marketing tactics utilised
principally by trivial computation concerns individual results. Guerilla marketing includes
unusual approaches. Innovative entrances to Guerilla marketing employ digital technologies to
hire consumers and produce a memorable brand involvement. This paper has been delivered an
unlike way to the foundation and preparation of Guerilla marketing.
Diaz, R. V., Salcedo, M. G., & Gutierrez, J. S. (2019, January). The Effect of Guerilla Marketing
Strategies on Competitiveness. Retrieved from Research Gate:
https://www.researchgate.net/publication/334698101_The_Effect_of_Guerrilla_Marke
ting_Strategies_on_Competitiveness_Restaurants_in_Guadalajara_Mexico
These strategies are identified by creativity, and they are designed to depreciate the use of
economic sources. This essay tries to probe the result of Guerilla marketing strategies, including
their impression on the company.

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Milak, A., & Dobrinic, D. (2017). Customer Perception of Guerilla Marketing. Croatia: Hrcak.
Guerrilla marketing is a relatively new type of marketing that endeavours to achieve the highest
impact with minimum investments. It applies unconventional methods of advertising that aim
to attract customers' attention and is intended for small businesses so they could compete with
large businesses on the market. This paper aims to research and analyze the perspicacity of
Guerilla marketing by consumers and businesses.
Nunthiphatprueksa, A. (2017). The Impacts of Guerilla Marketing. International Journal of
Business and Economics.
This paper aims to significantly influence purchase intention, which should be considered when
guerilla marketing related activities are used. Besides, advertising companies should find
imaginative ways of contact to interact effectively with purpose audiences. As far as the
Guerilla marketing meaning is involved, superiority should be given to innovation.
Rieger, E. (2020, September 4). Evaluating Pros and Cons of Guerilla Advertising. Retrieved
from Grassroots Advertising: https://www.grassrootsadvertising.com/blog/guerrilla-
advertising/evaluating-pros-and-cons-of-guerilla-advertising/
Guerilla broadcasting operates exceptionally well. It is essential to estimate every appearance
of Guerilla ads to obstruct disappointment, including failure. Viewing the concrete of Guerilla
Advertising helps to understand the pros and cons. While executing any choice, it is imperative
to look at the advantages and disadvantages. This article aims to encourage prospect and
established good intentions.

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SECTION 4: WORKING BIBLIOGRAPHY
Behal, V., & Sareen, S. (2014). Guerilla Marketing: A Low Cost Marketing Strategy. India:
International Journal of Management Research and Business Strategy.
Diaz, R. V., Salcedo, M. G., & Gutierrez, J. S. (2019, January). The Effect of Guerilla Marketing
Strategies on Competitiveness. Retrieved from Research Gate:
https://www.researchgate.net/publication/334698101_The_Effect_of_Guerrilla_Marke
ting_Strategies_on_Competitiveness_Restaurants_in_Guadalajara_Mexico
Milak, A., & Dobrinic, D. (2017). Customer Perception of Guerilla Marketing. Croatia: Hrcak.
Nunthiphatprueksa, A. (2017). The Impacts of Guerilla Marketing. International Journal of
Business and Economics.
Rieger, E. (2020, September 4). Evaluating Pros and Cons of Guerilla Advertising. Retrieved
from Grassroots Advertising: https://www.grassrootsadvertising.com/blog/guerrilla-
advertising/evaluating-pros-and-cons-of-guerilla-advertising/

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1. GENERAL INFORMATION ABOUT GUERILLA MARKETING
Guerrilla warfare is unorthodox warfare where tiny armed or irregular militants, including
ambushes, sabotage, attacks, small warfare, hit and run techniques and mobility used to battle
a broader and less mobile conventional military. Guerrilla war is an irregular form of warfare.
As it is seen, Guerilla is a war tactic; it became a marketing tactic. It is the method that gives
unorthodox tactics and strategies to influence people, such as using a unique advertisement. It
is also the title of a marketing book written in 1984 by Jay Conrad Levinson.
Guerrilla Marketing, which aims to reach the masses with a creative idea, is an alternative
marketing strategy that surprises the groups with relatively low-budget activities and aims to
create more impact. That is why creating an emotional bond between the consumer and the
brand during the event, ensuring that they are spoken and buying preferences indirectly as to
affect. Hence, it is important to use marketing tactics. It is crucial for employees who work in
the industry or who have just stepped into the industry.
Guerrilla marketing cannot be limited to conventional midpoints. It is the most effective
guerrilla marketing device, social systems, blogs. With this method, purpose sales are
achievable and reliable. The most significant profit of this method is interactivity, unlimited
distribution. Guerrilla marketing on the internet, crisis plan and design should be made. There
are many tools to use in marketing, but it is essential to choose the best one. An original way to
Guerrilla marketing is an alternative marketing strategy becoming for small and medium
enterprises.
Furthermore, guerrilla marketing is not a substantial battle but a psychological one pursued to
win customers and consumers' thoughts. The strategies that aim to position the company's
products and services in customer's memory are chosen. Guerrilla marketing also influences the
brand of the company. Consequently, it offers a creative and innovative marketing strategy for
a product brand where a much more significant impression by the customer than with traditional
methods of advertising, given that it proposes to influence the customer personally and
remarkable level, it generates a permanent impression on the brand of the product itself. It also
provides the brand's appreciative and operative values, making it seem more innovative and
distinctive. Guerrilla marketing strategy contributes to achieving a characteristic competitive
position of the brand on the market, hence deducting advertisers to handle creative and
innovative ideas.

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2. A LOW-COST MARKETING STRATEGY OF GUERILLA MARKETING
Guerrilla marketing is a comparably new type of marketing that attempts to achieve the most
significant impact with insignificant expenses. It applies unique advertising methods that aim
to attract consumers’ attention and is intended for small corporations to compete with large
companies on the market. However, large companies established to use it since they obtained
the profits of Guerilla marketing.
Companies are attempting to influence new and engage surviving customers, but competition
in the market is relatively wide, and therefore they offer different marketing activities which
deliver them reach out and attract the consideration of consumers. There are numerous
representations of marketing.
Guerilla purchasing becomes advanced within a buying method essentially practised to
elevation. There are several methods of Guerilla marketing that possess occurred.
Notwithstanding infinite improvements, Guerilla marketing has any refusals, which possess to
obtain estimated before each Guerilla marketing operations is managed.
The principal purpose of Guerilla marketing is to work unusual tactics for advertising on
modest funds. During this time, as we can see, radio, television was on the growth, but
consumers grew faint. More substantial companies have been working on unique selling to
complement the promotion operations. Remarkable markets demonstrate that during huge
businesses appropriate Guerilla marketing tactics; it is not accurate Guerilla. More prominent
organisations have substantial funds. Guerilla marketing is an exhibit strategy in which low-
cost unconventional means are employed in a comprehensive system of uncommon
organisations to conduct or increase output or an impression.
3. THE IMPACT OF GUERILLA MARKETING
The Guerrilla campaign has significant impacts on brand image, brand posture and purchase
intention. Guerrilla marketing campaigns are innumerable trustworthy, and creative than
traditional marketing campaigns and regarded as more impressive and engaging.
While a tremendous number of commercial investment is significant as far as traditional
communication is regarded, time, energy and imagination are the commanding expenses in
Guerrilla marketing.

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In this sense, firms need to create such variations between itself and businesses with whom it
competes. Even though Guerilla advertisements require much reflection, such exploratory
analysis enables the researcher to engage a wide variety of advertisements.
Accordingly, it allows distinguishing the effects of guerrilla marketing on consumer attitudes
in general rather than promoting a demanding strategy for a brand, product, or a precise
marketing strategy. For this reason, traditional marketing and guerrilla marketing are
complicated for individuals. What are the differences between traditional marketing and
Guerilla marketing? There are several explanations about traditional marketing. For instance, it
requires money. Plus, it designed for large companies with big budgets.
Moreover, it based on experience and hypothesis. Traditional marketing enhances production
variety and grows with the number of customers, and reduces competition. On the other hand,
Guerilla marketing requires energy and creativity. It has designed for small companies with
huge dreams. Furthermore, it contained by earnings and based on psychology and human
behaviour. Guerilla marketing also grows by subsisting clients and associates. Last but not
least, it cooperates with other companies.
4. ADVANTAGES AND DISADVANTAGES OF GUERILLA MARKETING
4.1 Advantages of Guerilla Marketing
4.1.1 Value Efficient
A considerable advantage of Guerilla ads is reasonably priced and can be associated to
coordinate the funds. Guerilla selling operations own powerful presentations for an inexpensive
price, finishing in a top income on purchase. Guerilla Advertising can reduce the marketing
funds outwardly, decreasing each attack validity.
4.1.2 Design and Convert
When preparing and performing Guerilla marketing operations, it has entire creative liberty.
Guerilla advertising has limited to negative rules and is sincerely design and convert to reach
the brand ideas.
4.1.3 Distribution

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Guerilla Marketing operations have a tremendous potential to progress viral. Therefore,
Guerilla advertising often to word of mouth marketing, social media marketing and even
traditional forms of marketing. Furthermore, Guerilla advertising operations complete free
advertising and have a domino effect on other marketing factors.
4.1.4 Unforgettable
First of all, individuals cannot close it off as it resembles in ordinary occupations. Secondly,
Guerilla advertising operations seem unexpected in inconstant circumstances, which holds out
from people’s customary daily routines. Considering Guerilla marketing does not catch the
rules or construction.
4.1.5 Target Market
Guerilla marketing operations firmly contact target audiences since it has the independence to
decide the locations and timing of the operations.
4.1.6 Trademark Icon
Guerilla advertising builds a brand image, and assists improve the brand’s character. It can
secure the brand to resemble attractive and unique. If someone has a positive experience with
any operations, they will interpret those responses to the brand. Moreover, Guerilla marketing
campaigns allow building connections with contemporary customers while getting new
customers.
4.2 Disadvantages of Guerilla Marketing
4.2.1 Contention
Guerilla marketing can control mechanism discussion, and individuals may bring action toward
the operations. However, with any promotion operations, a dispute is determined since people
have diverging equivalents and objections.
4.2.2 Delusion
With Guerilla Advertising operations, there can sometimes be a lack of evidence with the
information, leading to distortion. Thus, it would be best to make the information as
straightforward as potential to forestall disorder.
4.2.3 Alteration

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Guerilla marketing demands creativity, industry and innovation, which can be a tremendous
expert. However, a process throughout this disadvantage is to employ a Guerilla advertising
corporation that can also help the view of operations to conform with the brand image.
5. CONCLUSION
The main aim is the name given to marketing campaigns carried out with unusual tactics and in
unexpected places and at unexpected times. Guerilla Marketing also is an advertising strategy
that focuses on the meaning, low-cost strategy, and impact. Guerilla marketing involves unusual
approaches to street giveaways of products. Thanks to the internet, it enables us to access
information and make the advertisement we want quickly.
REFERENCES
Behal, V., & Sareen, S. (2014). Guerilla Marketing: A Low Cost Marketing Strategy. India:
International Journal of Management Research and Business Strategy.
Diaz, R. V., Salcedo, M. G., & Gutierrez, J. S. (2019, January). The Effect of Guerilla Marketing
Strategies on Competitiveness. Retrieved from Research Gate:

10
https://www.researchgate.net/publication/334698101_The_Effect_of_Guerrilla_Marke
ting_Strategies_on_Competitiveness_Restaurants_in_Guadalajara_Mexico
Milak, A., & Dobrinic, D. (2017). Customer Perception of Guerilla Marketing. Croatia: Hrcak.
Nunthiphatprueksa, A. (2017). The Impacts of Guerilla Marketing. International Journal of
Business and Economics.
Rieger, E. (2020, September 4). Evaluating Pros and Cons of Guerilla Advertising. Retrieved
from Grassroots Advertising: https://www.grassrootsadvertising.com/blog/guerrilla-
advertising/evaluating-pros-and-cons-of-guerilla-advertising/
Reference (APA –
Harvard) (Behal & Sareen, 2014)
Focus/purpose It purposes on low-cost marketing tactics allowed individually by
trivial amount companies and yields unusual arrangements.
Summary Guerilla marketing operates technologies to obtain consumers and
compose a significant brand association.
Usefulness/Limitations New research on the principles and preparation of Guerilla
marketing.
How it fits with your
topic It explains a low-cost strategy.
Reference (APA –
Harvard) (Diaz, Salcedo, & Gutierrez, 2019)
Focus/purpose It aims to analyze the result of Guerilla marketing strategies and
their response to company.

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Summary These strategies are classified by creativity and intended to
condemn the use of industrial sources.
Usefulness/Limitations To explain the company of Guerilla marketing strategy.
How it fits with your
topic Information has been found in this article.
Reference (APA –
Harvard) (Milak & Dobrinic, 2017)
Focus/purpose It aims to investigate and analyze the discrimination of Guerilla
marketing by buyers and industries.
Summary To achieve the highest impact with minimum investments and using
unconventional methods of advertising.
Usefulness/Limitations To understand marketing advertising and achieve an effect.
How it fits with your
topic The information has been enabled to reach
Reference (APA –
Harvard) (Nunthiphatprueksa, 2017)
Focus/purpose It aims to affect the intention significantly.
Summary To find creative ways of contact to associate effectively with the
audiences.
Usefulness/Limitations It is involved and given to innovation.
How it fits with your
topic
All information in the article was clear and understandable, so there
was no difficulty finding the information sought.