Business Studies

Promotion and Adv. Describe what is meant by “guerilla marketing.” Provide a specific product example.

ANSWER

Guerrilla Marketing

Guerrilla marketing is an advertising strategy that various organizations use to promote their products. It involves reaching people through surprises and unconventional interactions.

For instance, the Coca-Cola Company’s life advertising was done on the newspapers, billboards, and television commercials to ensure that they could reach a larger audience or a range of customers. Considering that the company’s target customers are young adults, they focused on social media marketing.

The number of young people using smartphones has increased considerably, making the use of various social media platforms for advertisement a cheap and more likely way to reach a lot of people quickly. They also organized events such as guerilla marketing in villages and small towns whereby they would install share-a-coke vending machines in highly crowded places such as shopping malls (Ahmed et al., 2020). This made it easier for the user to print personalized messages on the bottle to present to someone, such as friends and family.

Guerilla marketing helped Coca-Cola life to be successful as: –

• It allowed the user to get connected to the product emotionally with the event Share-a-coke.
• It communicated the message effectively and successfully created a positive image.
• It created a bond of loyalty with customers whereby people would feel more real as they took drinks that bore their names or presented them to their friends and loved ones.
• It increased the profit of Coca-Cola life whereby the company increased its revenue as more and more people started taking their customized products.
• It created a long-term relationship with the customer by making people more willing to continue participating in the share-a-coke.

Reference

Ahmed, R. R., Qureshi, J. A., Štreimikienė, D., Vveinhardt, J., & Soomro, R. H. (2020). Guerrilla marketing trends for sustainable solutions: Evidence from SEM-based multivariate and conditional process approaches. Journal of business economics and management, 21(3), 851-871.