Guerilla Marketing Strategy: Low-Cost Impact Analysis (PM600C Report)

This report, focusing on PM600C, investigates guerilla marketing as a low-cost strategy, exploring its impact on brand image, consumer behavior, and purchase intention. The introduction highlights the increasing use of the internet and the evolution of marketing tactics, emphasizing guerilla marketing's appeal due to its low cost and creative approach. The research questions address the definition, effectiveness, strengths, and limitations of guerilla marketing. The literature review examines guerilla marketing as a low-cost strategy, emphasizing its use of unconventional advertising methods. The report then delves into the impact of guerilla marketing on brand image, brand posture, and purchase intention, while also analyzing its strengths and limitations. The conclusion emphasizes the importance of guerilla marketing for businesses aiming to create a significant impact with limited resources. References include a list of sources that support the findings and analysis of the report. The report also provides a detailed analysis of guerilla marketing, its definition, its low-cost approach, its impact, and its strengths and limitations. It also contrasts guerilla marketing with traditional marketing methods.

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.
(Simpson , 2021) 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?
Guerilla Marketing is an excellent strategy due to the fact that companies advertise to attract
potential customers. For this reason, Guerrilla marketing seems to be an excellent strategy.
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4. LITERATURE REVIEW
4.1 A Low Cost Marketing Strategy
The purpose of literature review is about Guerilla Marketing as a low-cost strategy that is a
unique tactic such as using ads. First of all, Behal and Sareen assume that mobile digital
technologies are utilised to engage consumers and create a memorable brand experience
(Behal & Sareen, 2014). For instance, Guerilla marketing has aimed to use unusual tactics for
advertising on modest funds. In fact, more extensive companies have been using unusual
marketing to complement their promoting campaigns (Behal & Sareen, 2014). According to
Levinson, Guerilla marketing tactic is provided explicitly for small companies to obtain
advertising more quickly than large companies as cited in (Behal & Sareen, 2014). In relation
to Guerilla Marketing, which consists of tactics that businesses can utilise efficiently and with
little cost, is a crucial marketing device that corporations ought to learn and profit from to
succeed in such a competitive situation (Yuksekbilgili, 2014). Guerrilla Marketing attracts its
power from creativity and the power of imagination. For that reason, it is frequently a kind of
hybrid of marketing strategies using several practices that vary from conventional advertising.
Bringing against innovative substances and methods makes it possible to obtain maximum
levels of turnover for the lowest cost. As cited in (Yuksekbilgili, 2014).
4.2 The Impact of Guerilla Marketing
According to Nunthiphatprueksa, Guerilla Marketing, direct sales and marketing,
effectiveness continue controversial, particularly in the age of globalization and the internet.
Customers with advertising messages can cause effects, decreased consumer recognition and
memorability, declining brand reliability, and changes in purchaser have reduced the
effectiveness of conventional advertising methods. (Nunthiphatprueksa, 2017). It is worth
bearing in mind that, Guerrilla marketing has grown an adequate tool in profoundly
competing circumstances where customer behaviours are evolving swiftly due to
technological improvement and the internet. In other words, consumers are less attached to
TV commercials or journals (Nunthiphatprueksa, 2017).
4.3 Strenghts and Limitations of Guerilla Marketing
Rieger believes that, Guerilla Marketing usually works exceptionally well. Consequently, it is
vital to know and estimate all features of Guerilla Marketing to counter anxiety and failure.
Glancing at the positive and negative points of Guerilla Marketing helps add insight into
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whether this factor is becoming for the companies. Guerilla Advertising develops brands
within wonder communications while getting the highest expression and action. It can be
challenging to steal the attention in today’s competitive environment. That is why Guerilla
Marketing occurs by all that advertising disorder since it directly communicates with people
and makes them unexpectedly throughout their regular cycles (Rieger, 2020).
CONCLUSION
The main aim is the name given to marketing campaigns carried out with unusual tactics and
in unexpected places and at unexpected times. Thanks to the internet, it enables us to access
information and make the advertisement we want quickly. For this reason, Guerilla
Marketing also is an advertising strategy that focuses on the meaning, low-cost strategy, and
impact. There are also strenghts and limitations of Guerilla Marketing. All in all, Guerilla
marketing involves unusual approaches to street giveaways of products. If business people
manage the company, Guerilla Marketing is crucial for them. Overall, Guerilla Marketing
tactic should be used to keep the company generate profits. To this end, Guerilla Marketing is
essential. Guerilla marketing is a developing marketing methods which are used in the
advertising industry.
REFERENCES
Behal, V., & Sareen, S. (2014). Guerilla Marketing: A Low Cost Marketing Strategy.
International Journal of Management Research and Business Strategy, 3(1), 2-7.
Gokerik, M., Gurbuz, A., Erkan, I., Mogaji, E., & Sap, S. (2018). The Impacts of Guerrilla
Marketing in Social Media on Brand Image. Asia Pacific Journal of Marketing and
Logistics, 30(2), 1-17.
Gutierrez, J. S., Diaz, R. V., & Salcedo, M. G. (2019). The Effect Of Guerrilla Marketing
Strategies On Competitiveness: Restaurants In Guadalajara, Mexico. Journal of
Competiveness Studies, 27(1), 1-17.
Isoraite, M. (2018). Guerilla Marketing Features. Ecoforum, 7(1), 1-6.
Milak, A., & Dobranic, D. (2017). Customer Perception of Guerilla Marketing. International
Journal of Multidisciplinarity in Business and Science, 3(4), 18-23.
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Nunthiphatprueksa, A. (2017). The Impacts of Guerilla Marketing on Purchase Intention.
International Journal of Business and Economics, 9(2), 1-22.
Rieger, E. (2020, September 4). Evaluating Pros and Cons of Guerilla Advertising. Retrieved
from Grassroots Advertising Inc:
https://www.grassrootsadvertising.com/blog/guerrilla-advertising/evaluating-pros-and-
cons-of-guerilla-advertising/
Simpson , M. (2021, January 12). The Six Most Successful Guerrilla Marketing Campaigns
To Inspire Your Brand. Retrieved from Meltwater:
https://www.meltwater.com/en/blog/guerrilla-marketing
Yuksekbilgili, Z. (2014). The Use of Guerilla Marketing In SMEs. International Journal of
Advanced Multidisciplinary Research and Review, 2, 2-7.
Yuniarto, T., Adi, P. H., Setyanto, R. P., & Kaukab, E. (2020). Guerilla Marketing in The
Context of Industry 4.0. Journal of Science and Sustainable Development, 63(6), 1-13.
Zavisic, Z., & Madic, M. (2006). The Marketing of Small Enterprises, Guerilla Marketing.
Interdisciplinary Management Research, 2, 414-425.
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1. 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. STRENGHTS AND LIMITATIONS OF GUERILLA MARKETING
4.1 Strenghts 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
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
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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 Limitations 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
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.
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