MS Notes (Correction in Guerilla Marketing Example)

[sagar sankhe]

Example of Kingfisher Airlines comes an ideal example under Ambush Marketing which is a tactic whereby a company attempts to ambush or undermine the sponsorship activities of a rival brand

Kingfisher Ambushed Jet Airways and got Ambushed later on by Go Air.

<<Rather than citing kingfisher example, you may give below example for Guerilla Marketing because many sources had contradicting information about each other regarding kingfisher example whether to include under guerilla or ambush or both>>

Guerrila Marketing uses surprise and/or unconventional interactions in order to promote a product or service. Often has a smaller budget, and it focuses on smaller groups and work on a particular location rather than on wide-spread media campaigns

Example:

> Using support handles in the bus for advertising (low cost and effective)

> Same applies for using inner side of railway compartments near window to install your board

> KitKat had used park bench as a mode to get attention (below image)

Rest all is fine. Sorry for multiple emails. :)

<<Additional Example Images for Guerrilla Marketing are as below>>

> Use of spaces in Bus and get noticed by passengers <effective noticing>>

> Use of escalators and get noticed by visitors in busy mall (cost effective) 

Thanks & Regards,
Sagar Sankhe

Sagar Ramkrishna Sankhe

Ex-Employee: TATA CONSULTANCY SERVICES. (2009-2012)

MMS 2012-14

Consultancy & Entrepreneurship Committees Member at
Sydenham Institute of Management Studies, Research & Entrepreneurship Education (SIMSREE), Mumbai.
Contact No: 9773682257

         

---------- Forwarded message ----------
From: sagar sankhe <sagarra...@gmail.com>
Date: Tue, Nov 26, 2013 at 3:32 PM
Subject: MS Notes (Guerilla Marketing, GE matrix, internet advertising)
To: simsree marketing <simsreemar...@googlegroups.com>

Q. Guerrilla Marketing?

Ans:  Advertising strategy that focuses on low-cost unconventional marketing tactics that yield maximum results.

Use surprise and/or unconventional interactions in order to promote a product or service. Often relies on personal interaction and has a smaller budget, and it focuses on smaller groups of promoters that are responsible for getting the word out in a particular location rather than on wide-spread media campaigns

E.g.  Kingfisher vs Jet Airways. Jet Airways' hoarding saying “ We’ve Changed”. Kingfisher put their hoarding above saying "We made them change", to which Go Air conveyed that "they did not need to change" as they are still the cheapest airlines and the smartest way to fly

E.g. 2 Future Group vs Westside, Shoppers Stop, Lifestyle

3 catchy advertisements attacking directly it three competitors Westside, Lifestyle and Shoppers Stop.

> Keep West-aSide. Make a smart choice!

> Shoppers! Stop. Make a smart choice!

> Change Your Lifestyle. Make a smart choice!