Guerilla Marketing, an idea based on Guerilla warfare to advertise on products considering the basic thing of marketing i.e. Goal in an unforgiving or highly competitive environment. It is an advertising strategy of low-cost & an unconventional means in a localized fashion or large network of individual cells to convey or advertise a product or an idea. Ex.:- Graffiti, Sticker Bombing, Flash Mobs)
Jay Conrad Levinson is the father of Guerilla Marketing. He owns the website www.gmarketing.com and has worked with the top companies of IT-Industry like Microsoft, Apple, and Sun-Micro Systems etc. The website also teaches about nearly 200 ways guerilla marketing. Some of the basic principles of guerilla marketing would include choosing a segment of an industry so small so that you can become a leader in that particular segment, keeping a short staff or decision taking people to avoid delays or to miss an opportunity, and being prepared to leave the campaign or the products if situations go beyond your control or conditions go against you.
Through guerilla marketing, an individual can introduce a higher quality product & charge a higher price than the leader of the market. Cheaper goods strategy – when the customers are only interested in price, the idea can be to offer a low or medium quality product at a lower price. Price discount strategy – the individual or the company can sell its goods comparable to those of its kind at a very lower price. Product proliferation strategy – launching variety of products as compared to the leader so that the customer has more choice. Manufacturing cost reduction strategy – by making the best use of available resources or reducing purchasing costs of raw material, the company can reduce the manufacturing costs of the good. It involves intensive advertising promotion which is engaging rigorous advising programs. These are a few strategies of guerilla marketing.