BANARAS HINDU UNIVERSITY

FACULTY OF VISUAL ARTS

Seminar (2018-19)
On
Guerrilla Marketing Concept in
an advertising Strategies.

Under Supervision of
Presented by

Mr. Vijay Singh Head of Department Sohaib Ansari

Associate Prof. Prof. (Dr.) Hiralal Prajapati 3nd Semester ( 2018-19)
Dept. of Applied Arts, Dept. of Applied Arts, Dept. of Applied Arts
Faculty of Visual Arts, Faculty of Visual Arts, Faculty Of Visual Arts
B.H.U., Varanasi. B.H.U., Varanasi. B.H.U., Varanasi
Guerrilla Marketing Concept in
an advertising Strategies.
 Guerrilla marketing
Guerrilla Marketing coined by Jay Conrad Levinson
in his 1984 book “guerrilla advertising”

•Guerrilla marketing is a unconventional method, not a

conventional method
• This process requires great effort for conceptualizing out
of the box strategy.

Continued….
• In this process you can engage the attention of the customers.
• The Benefits of Grasping the Attention to Generate the

Memory:-
-it is cost effective
- during short period you can go VIRAL in limited region or
community.
 Unique concepts easily stick to mind.

 The principle of this is to become a word of mouth then you

can become a talk of the town.

If u become a talk of the town for a short period and maintain

consistency and if you succeed in engaging the customers of
your local area then you need the following seven methods of
guerrilla marketing.
 Presume
Experiential
Marketing
Marketing
Viral
Marketing

Wild
Guerrilla posting
Rub-off Marketing
Effect

Ambient
Marketing
Grassroots
Marketing
 Viral Marketing

•Marketing phenomenon that facilitates and

encourages people to pass along a marketing message.
The Basic Principles of viral marketing :-
•Extreme emotion
•Unusual surprises
•delightful
Happy Dent White
 Example:-

In 2003, with the slogan of Karlo Duniya Muthi Mein, the Reliance shoot up to the top
position by providing basic services at the cheapest rate.
 Presume Marketing

•Presume marketing is that marketing process which

Marketer can display his product in a unusual way to the
costumers to attract . E.g. :- a Big Red bull Cane behind
the car.

•The unusual showing type product is so much viral on the

social site that the costumers easily be aware about the
product .

• The marketer display there product in unusual way to

attract the costumers.
Examples:-
 Experiential Marketing

Experiential marketing is that marketing you have

to choose the right costumer , the target costumer
and make him experience about your product in a
such a way that he/she can’t forget in his/her life.

e.g.:- STAR BUGS does this experiential Marketing

with his costumers to taste his new products .
SKINN perfume of TITAN
also give Samples in airlines as a gift to attract the
costumers.
 Example:-

You have seen in presume marketing that the unusual way of

presenting the
products in front of costumers, where as in .
 Wild posting

• Wild posting is a form of advertising where static

posters are placed in a large number on multiple
locations, primarily in dense, urban areas, to attract
maximum attention.
• In Wild posting graphics, visual, images, print ads
can show in a unusual way to paste on the big wall
or anywhere .
Example:-

Example:-
 Ambient Marketing

Ambient advertising is about placing ads on

unusual items or in unusual places you wouldn't
normally see an ad . Ambient advertising can be
found anywhere and everywhere!
Example:-
 Grassroots Marketing

Grassroots marketing, sometimes known as guerilla

marketing, starts from the ground up. Instead of launching
a message you hope will appeal to many people, you target
your efforts to a small group and hope the group will
spread your message to a much larger audience.
 Rub-off Effect
The rub-off effect occurs when one product or company
is mentioned in the same light as a more expensive
product or larger company and the consumer perceives
both are equal in cost or size. Many companies can and
do use this to their advantage when marketing their
product.
It takes advantage of the current affairs, especially the ones
that is in the news as a strategic message builder. E.g. follows
Example:-

Baahubali

Vickydonar
 Reference
• Philip Kotler- Marketing Management
• Wekipedia
 conclusion
In order to get a competitive edge you need to
advertise unconventionally for a short period of time ,
but for that to succeed you require a proper follow up
for long term benefits .
Guerrilla advertising is a unique example of high
degree of creativity in the field of advertisement
Thank You !