1. Recent Developments in
Guerrilla Marketing

2. Fashion Communication; Final Year
Natasha Yadav

3. Recent Developments
Project Brief
The project was for the purpose of understanding the chosen
topic, and researching it in full depth. The topic chosen was
Guerrilla Marketing, a type of advertising (marketing), one of “Study and understand the current
the most effective tools of marketing. The requirement was trends and developments in guerrilla
to study and understand the complete process of guerrilla marketing”
marketing, analyse various campaigns, see what works
and what doesn’t, understand the recent trends in guerrilla
marketing, as well as the possible forecast.
Natasha Yadav, Fashion Communication Final Year,
Symbiosis Institute of Design

4. Recent Developments
Table of Contents
1. Marketing
What is Marketing
Evolving Marketing
Types
2. Guerrilla Marketing
What is Guerrilla Marketing
Types
Analysis
Swot
Scope
3. Conclusion
Natasha Yadav, Fashion Communication Final Year,
Symbiosis Institute of Design

5. 1.1
What is Marketing
The process by which companies create value for customers
and build strong customer relationships, in order to capture
value from customers in return, is called marketing.
“Think like the customer”
Natasha Yadav, Fashion Communication Final Year,
Symbiosis Institute of Design

6. 1.2
Evolving Marketing
Marketing has been growing and developing through time,
depending on the technology and the change in the target
groups.
“You can fool the consumer, but not
cheat him”
Natasha Yadav, Fashion Communication Final Year,
Symbiosis Institute of Design

7. 1.2
Evolving Marketing
Earlier, the focus was on production while promoting which
included the method of providing the product of service. This
then shifted to the product and it’s quality.
“You can fool the consumer, but not
cheat him”
Natasha Yadav, Fashion Communication Final Year,
Symbiosis Institute of Design

8. 1.2
Evolving Marketing
Earlier, the focus was on production while promoting which
included the method of providing the product of service.
This then shifted to the product and it’s quality. The focus of
marketing then evolved towards sales and not much worried
about the customer’s needs or desires. This moved to the
current scenario, where the main criteria is needs and wants
of the consumers.
“You can fool the consumer, but not
cheat him”
Natasha Yadav, Fashion Communication Final Year,
Symbiosis Institute of Design

9. Marketing through time
1450-1900 Printed advertising
appears
1700 Magazines emerge as a
medium for the first time.
1839 Poster became so popular
that they got banned in
London.
1867 Earliest recorded billboard
rented.
Natasha Yadav, Fashion Communication Final Year,
Symbiosis Institute of Design

10. Marketing through time
1920-1949 Emergence of new
mediums
1922 Radio advertising began.
1941 First recorded use of
television advertising.
1946 More than 50%
household calls were
advertisements.
Natasha Yadav, Fashion Communication Final Year,
Symbiosis Institute of Design

11. Marketing through time
1950-1972 Marketing grows up 1954 Radio revenue drops
because television ads
increase.
1970 Telemarketing emerges
as a common tactic.
1972 Print media feels the
monetary pinch.
Natasha Yadav, Fashion Communication Final Year,
Symbiosis Institute of Design

12. Marketing through time
1973-1994 Digital age of marketing
begins
1984 Personal computers are
used for advertising.
1985 Print ads explosively
increase in demand as
personal computers and
small printers get popular.
1992 First sms sent, mobiles
used for advertising.
Natasha Yadav, Fashion Communication Final Year,
Symbiosis Institute of Design

13. Marketing through time
1995-2002 New technologies emerge 1995 Search engines emerge,
are used for marketing.
1998 Google enters market,
starts a system of ranking
websites based on traffic.
1998 Blogging emerges, used
for all kinds or pr and
advertising.
Natasha Yadav, Fashion Communication Final Year,
Symbiosis Institute of Design

14. Marketing through time
2003 onwards Marketing
diversifies
2003 Anti Spam act passed.
2004 Over 300 million people
register their numbers in
‘do not disturb’ category.
2006 Social media marketing
becomes a rage
2007 3G popularizes mobile
marketing
Natasha Yadav, Fashion Communication Final Year,
Symbiosis Institute of Design

15. 1.3
Types
Marketing is differentiated in several ways on numerous
basis. Mainly, there are two types of Marketing in general,
Inbound and Outbound.
“If you have more money than brains,
use outbound marketing. If you have
more brains than money, use inbound
marketing”
Natasha Yadav, Fashion Communication Final Year,
Symbiosis Institute of Design

16. Inbound marketing vs Outbound marketing
Inbound Marketing is any Outbound Marketing is
marketing that relies on any marketing that pushes
earning people’s interest products and services to
instead of buying it. the consumers.
Communication is Communication is one
interactive, two way way
Consumers come Consumers are sought
themselves out
Natasha Yadav, Fashion Communication Final Year,
Symbiosis Institute of Design

17. Decline of Outbound Marketing
People today are more in control of what information they chose to receive. This led to the
decline in outbound marketing, as people found it disturbing and distracting.
94% of email users have
unsubscribed from
a company that they
44% of direct mail is never
opened.
previously opted into.
200 Million of american users have
86% of people skip television
ads.
registered the phone
numbers at ‘Do Not
Disturb’ list.
Natasha Yadav, Fashion Communication Final Year,
Symbiosis Institute of Design

18. Rise of Inbound Marketing
Companies today are investing more in inbound marketing, as it gives them better results,
much faster.
62% less expensive than
Outbound marketing. 48% revenue generated from
Facebook itself.
57% revenue generated from
company websites and 42% revenue generated from
Twitter.
blogs.
Natasha Yadav, Fashion Communication Final Year,
Symbiosis Institute of Design

19. Rise of Inbound Marketing
Companies find it worth spending on Inbound Marketing, as long as they manage to find
the right channel.
3 to 4 inbound marketing
channels cost less than 1 outbound marketing
channel
Natasha Yadav, Fashion Communication Final Year,
Symbiosis Institute of Design

20. 2.1
What is Guerrilla Marketing
Guerilla marketing is to come up with a marketing and promotional campaign that is creative, original,
affordable and most importantly east to carry out. It is done with an intent to promise the existing
customers, as well as prospects, what the brand can provide, and also giving them something more
than what was committed originally to them. With this tool, the brand is able to drive more and more
customers to the business which will eventually lead to increased sales and growth
Natasha Yadav, Fashion Communication Final Year,
Symbiosis Institute of Design

21. How to use Guerrilla Marketing?
Determine the target audience.
Find answers to vital questions about the target group, regarding their buying habits, triumphs in
promotion, etc.
Make it appealing.
Get the brand noticed.
Analyse results/response.
Natasha Yadav, Fashion Communication Final Year,
Symbiosis Institute of Design

22. 2.2
Types
There are various ways Guerrilla Marketing can be
understood with the following chart:
Reverse Graffiti
Viral Marketing
Alternative
Live-In Guerrilla Marketing “Make the consumer the hero of your
story”
Buzz
Experimental
Undercover
Natasha Yadav, Fashion Communication Final Year,
Symbiosis Institute of Design

23. Reverse Graffiti
Reverse graffiti, also known as clean tagging, dust tagging, grime writing, green graffiti or clean
advertising, is a method of creating temporary or semi permanent images on walls or other surfaces by
removing dirt from a surface.
Natasha Yadav, Fashion Communication Final Year,
Symbiosis Institute of Design

24. Viral
Viral marketing, viral advertising, or marketing buzz are buzzwords referring to marketing techniques
that use pre-existing social networks to produce increases in brand awareness or to achieve other
marketing objectives. The ultimate goal of marketers interested in creating successful viral marketing
programs is to create viral messages that appeal to individuals with high social networking potential.
Natasha Yadav, Fashion Communication Final Year,
Symbiosis Institute of Design

25. Undercover
Undercover marketing (also known as buzz marketing, stealth marketing, or by its detractors roach
baiting) is a subset of guerrilla marketing where consumers do not realize they are being marketed to.
Buzz campaigns can reach consumers isolated from all other media, and unlike conventional media,
consumers tend to trust it.
Natasha Yadav, Fashion Communication Final Year,
Symbiosis Institute of Design

26. 2.3
Analysis
Guerrilla marketing has no defined boundaries, and brands
around the world have experimented with it. There are many
factors that determine the success of a guerrilla campaign.
These factors are:
Cost
Surprise
Different
Active
Places
Buzz
“You can’t just ask the customers what
they want and then try to give that to
them. By the time you get it built, they’ll
want something new.”
Natasha Yadav, Fashion Communication Final Year,
Symbiosis Institute of Design

27. Microsoft Butterfly Campaign Success Rate
Within 24 hour period, these stickers were put all around
New York, Manhattan area on buildings, sidewalks, windows,
etc.
Natasha Yadav, Fashion Communication Final Year,
Symbiosis Institute of Design

28. Try K2r Success Rate
A french stain removing product, this campaign got them
wonderful response.
Natasha Yadav, Fashion Communication Final Year,
Symbiosis Institute of Design

29. Singapore Cancer Awareness Success Rate
This campaign was towards anti-smoking.
Natasha Yadav, Fashion Communication Final Year,
Symbiosis Institute of Design

30. The Subservient Chicken Success Rate
Burger King customers, when they placed an order online in
2004, were connected to the Subservient Chicken website,
where they could command a man dressed as a chicken to
enact 300 different commands.
Natasha Yadav, Fashion Communication Final Year,
Symbiosis Institute of Design

31. Oreo Pride Flag Success Rate
Kraft’s Oreo was not very popular on social media. To cater
to this, the brand uploaded the picture below, and several
others similar, promoting LGBT.
Natasha Yadav, Fashion Communication Final Year,
Symbiosis Institute of Design

32. Sony Ericsson Success Rate
This campaign involved actors asking people to click their
photographs, with Sony Ericsson phones.
Natasha Yadav, Fashion Communication Final Year,
Symbiosis Institute of Design

33. Starbucks Success Rate
Twitter campaign, to celebrate the Diamond Jubilee of Queen
Elizabeth II. This campaign angered Irish.
Natasha Yadav, Fashion Communication Final Year,
Symbiosis Institute of Design

34. Kotex Women’s Inspiration Day Success Rate
This campaign was incorporated with pinterest, generating
huge interest and response from their target.
Video Link
http://www.youtube.com/watch?v=UVCoM4ao2Tw
Natasha Yadav, Fashion Communication Final Year,
Symbiosis Institute of Design

35. Land Rover Edible Book Success Rate
This campaign was done by Land Rover to further cement it’s
brand image as ‘a monster of desert’ vehicle.
Natasha Yadav, Fashion Communication Final Year,
Symbiosis Institute of Design

36. Copenhagen Zoo Success Rate
This campaign, as it says, aimed to promote the zoo.
Natasha Yadav, Fashion Communication Final Year,
Symbiosis Institute of Design

37. Panda Cheese Success Rate
This was a viral campaign, with ads circulating around the
web, done so tastefully that it made the consumer enjoy. The
ads had million views within few days.
Video Link
http://www.youtube.com/watch?v=hElms3Jk1Ls&feature=player_embedded
Natasha Yadav, Fashion Communication Final Year,
Symbiosis Institute of Design

38. Troy Book Burning Success Rate
This campaign aimed to save the library from being shut
down.
Natasha Yadav, Fashion Communication Final Year,
Symbiosis Institute of Design

39. Coca Cola Happiness Success Rate
This campaign was a small one, but worked extremely well
in promoting the ‘open happiness’ identity of the beverage
brand.
Video Link
http://www.youtube.com/watch?v=qMOuF8oskRU&feature=player_embedded
Natasha Yadav, Fashion Communication Final Year,
Symbiosis Institute of Design

40. Ananda Milk Success Rate
This campaign intended to promote the health-strength
benefits in kids. It was successful in generating sales.
Natasha Yadav, Fashion Communication Final Year,
Symbiosis Institute of Design

41. Pop Up Stores Success Rate
This “popping up” in a small space with limited stock creates
a sense of urgency, anticipation and valuable brand/product
recognition.
Natasha Yadav, Fashion Communication Final Year,
Symbiosis Institute of Design

42. Other Examples
Natasha Yadav, Fashion Communication Final Year,
Symbiosis Institute of Design

43. Other Examples
Natasha Yadav, Fashion Communication Final Year,
Symbiosis Institute of Design

44. Other Examples
Natasha Yadav, Fashion Communication Final Year,
Symbiosis Institute of Design

45. Other Examples
Natasha Yadav, Fashion Communication Final Year,
Symbiosis Institute of Design

46. 2.4
Swot
Strengths Weaknesses
Cost effective Less coverage
Large coverage Confusing
Engaging Flat
Active
Opportunities Threats
New technologies rising Outdated
More buying power in audience Outbound media
New methods of promotion
Natasha Yadav, Fashion Communication Final Year,
Symbiosis Institute of Design

47. 2.5
Scope
Guerrilla marketing has been used for a while now, but
the tone of the campaigns is changing with the audiences
developing. As the brackets of target groups are decreasing,
the campaigns are more focussed and creative, tailored for
the desired target group.
“Make the consumer ‘want’ to buy”
Natasha Yadav, Fashion Communication Final Year,
Symbiosis Institute of Design

48. 3.0
Conclusion
Guerrilla marketing is still quite unexplored and not utilized.
This tool has a great potential in marketing. This research
has made me understand the weight of outbound and
traditional marketing, how it is a sinking ship, and how
inbound marketing, especially guerrilla marketing is more
promising in generating interest and sales for a brand.
“Whoever desires constant success
must change his conduct with time.”
Natasha Yadav, Fashion Communication Final Year,
Symbiosis Institute of Design

49. Recent Developments
Bibliography
Books:
Guerrilla Advertising
Guerrilla Marketing
Web:
creativeguerrillamarketing.com
pinterest.com
Natasha Yadav, Fashion Communication Final Year,
Symbiosis Institute of Design

50. Recent Developments
Thank You
Natasha Yadav, Fashion Communication Final Year,
Symbiosis Institute of Design