Guirella Marketing

GUERRILLA MARKETING |

Research paper |

|

3/27/2011

3/27/2011

Research Paper Presented to

MPSTME, NMIMS

In Partial Fulfilment of the Requirements for the Degree MBA-Tech

By

Dharmendra Choudhary

Roll No. 104

IT Shirpur

Year of Graduation 2012

Acknowledgements

It is indeed a matter of great pleasure for me to express my sincere gratitude towards my faculty guide Mr. S. Arora whose profound encouragement, cooperation, guidance and keen supervision at every stage of the writing and completing the Research paper within schedule.

Dharmendra Choudhary

Date: 28th march 2011

Place: Mumbai

Abstract

Guerrilla Marketing – an alternative marketing form that has been experiencing increasing importance in the advertising landscape, ever since customers are besieged with classical marketing communication via the traditional channels TV, Magazines, Radio and Direct Mail. Guerrilla marketing is a brilliant idea, involving the customer in a surprising, unconventional marketing activity.

How such Guerrilla Marketing activities are perceived by the actual prospect was researched through a customer survey. In fact a majority of the respondents stated that such advertisements do catch their attention and interest, whereas they consciously avoid traditional marketing as for instance TV advertisement. So Guerrilla Marketing can find a way to actually reach the customer, at least in the first two steps of the AIDA Model1. This great potential of the Guerrilla Marketing was confirmed by Marketing Experts in the course of an interview.

They could imagine that the traditional Marketing Channels such as TV and magazine, who will also be at the forefront in the future, will take over characteristics of Guerrilla Marketing in order to actually reach the customer. Financially strong companies should use Guerrilla Marketing as a complimentary tool to present the brand in a multimodal way. Smaller firms can make use of the cost-effective strategy to get...