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GUERRILLA MARKETING

The Guerrilla marketing attracts customers aggressively and grasps attention of targeted customer. Energy, time,

knowledge and imagination is required for Guerrilla marketing. Small businesses which have small marketing

budget can use this strategy, Guerrilla Marketing strategy is very effective if a marketer knows how to do it as

highly creative person can do such a job.

The Guerrilla marketing attracts customers and give social message as we have seen on billboard safe driving

billboard and stop global warming message.

Although Guerrilla marketing strategy was the idea to boost small entrepreneur but

big giants also adopted it. Advantages of Guerrilla marketing cannot be concluded in few lines but absolutely it

gives certainty in uncertain world, economic rise in high price world and simplicity in living where many

complications happens.

Guerilla marketing can be best done in crowdy areas where attraction of more publican be done like shopping

malls, parks, clubs and bus stops.

Sony wants to occupy a major portion in electronic industry of Pakistan

Sony has strong brand quality Involvement of this company does not end with a customer's purchasing a product,

it continues until the product has been recycled or has been completely disposed ofengaging all employees in

product planning creates long lasting relationship.

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Sony tries to give seasonal discounts so as to create effective relationship currently Sony is promoting it's product

in Dolmen Mall Clifton Karachi ,Pakistan. Also Sony maintains its strong relationships with their dealers by giving

them feedback evaluation form on monthly basis about customer turnover.

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Pepsi ‘light up lives’ campaign started from month of Ramadan

To help deliver eco-friendly light for unprivileged nationals in Pakistan this campaign was a wonderful experience,

it was advertized as buying of every 1.75 liter Pepsi bottle will donate one rupee to help lightup the streets and

homes across Pakistan where supply of electricity is a major issue. Agency driving this campaign is Walter

Pakistan, along with support of company “liter of light” run by ACE Welfare foundation, recognized worldwide.

Viewership also hit to highest because of sound track “nor e azal – nor e khuda” (light eternal – light divine) sung

by sufi music artist Abida parveen and video was shot with talented actors including Hamza Abbasi and Azfar

Rehman.

Practical application of this campaign was a real gurerrilla marketing, although company called it as true social

campaign for benefit of society, this is started from northern areas of Pakistan including IDP’s of Jalozai camps.

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Telenor street marketing is actually Guerrillamarketing

Telenor is promoting different products by decorating several streets of Karachi like frère hall road near governer

house, shahra e faisal road, sindhi muslim society.

To promote its 3G internet and mobile phones newly introduced by the company.

CocaCola small world machine, a 10 hour shoot but really impressive

In 2011, coca-cola released its videoBasically the theme behind this machine was “connecting India and Pakistan”

it all started in, machine that was programmed with live video snap shot from both countries and a 3D-touch screen

on front so as to create feeling of friendship by activities like wave hands, touch hands, draw a peace sign or design

before sharing a coca-cola. This film was shoot without any actors and all was so natural that according to project

director Ajay Naqvi said, the universal message will resonate with people outside India and Pakistan, he explained,

“because cultural and social tensions exist around the world, and they exist for selfish reasons”. “But deep down –

as this film shows – humanity is about togetherness and happiness.”

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The people of Pakistan and India share a lot of common passions and interests from food and Bolly wood movies,

to Coke Studio music and to cricket.

SENSORY MARKETING

Sensory Marketing is a marketing approach where the Company makes strong connection with the customer

through senses which they apply in to the product. It emotionally appeals a customer for creating the image in his

mind for that particular brand.

In 21st Century successful Brand are those that apply Emotions and feelings towards in to a product and provide the

best quality they want.

Mostly companies do not use all 5 senses in to the product. They use 2 to 3 senses to build their product according

to the customer need.

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According to the Research, Color of a Product attract Customer’s mind more then 90%. Customer’s Generates

perception about any product within 1.5 Minutes after seeing as sight plays important role in marketing,

researchers found that fine dining can be best where pleasant and unique background music is played and people

love to listen it while enjoying quality food. Smell also plays an important part in marketing so as to attract

potential customers. Sensory marketing can be best done by sense of taste, food industry can make brand image in

minds of customer by giving them unique taste of their products.

Logo of any mobile, wrist watch, television, refrigerator

When mobile phone rings, everyone looks into pocket or purse, Samsung in its oval shaped logo gives an

impression of connecting people in a circle like a family and font style is kept bold so as to attract the attention of

customers.

The unique logo of Tissot watches with T in a square and SWISS written beneath it gives a strong impression of

country of origin.

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color scheme of any food and beverage product like pepsi and coca cola

pepsi changed its perception from logo as being apple of an eye for whole world while cocacola tries to maintain

its brand name remember in minds of people from its logo.

Nokia tune

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first this tune was named grand valse than it was re named as nokia tune in 1999 and according to the report that

was published in 2010, nokia tune heard worldwide is 20,000 times per second and approximately 1.8 billion times

per day.

Taste of any product matters in sensory marketing

Colgate herbal, real sensory marketing !

Colagate palmolive, world’s largest producer of toothpaste introduced toothpaste with neem , black pepper and

long formula, so as to give their customers a feel of herbal treatment witout any extra cost.

Hello to Rani and good-bye to minute maide, because “Taste Matters”

Rani fruit juice now named as Rani pulpy with little chunks of fruits as unique in taste, in 2008 coca cola company

launched minute maid pulpy with a strong marketing but it all ended in early 2015 when Rani juice arrived in

Pakistan and differentiated from its unique taste in juice industry of Pakistan.

Lipton enhances the ‘Chai Culture’ among Pakistani’s

Drinking tea has a lot of health benefits which Lipton’s ‘Sip of Inspiration’ campaign intelligently proposes.

Advertisement was superb performed by Meesha Shafi and Arif Lohar.

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So, brand managers understand that every round of tea-tray carrying and glances exchanged over a tea-cup does

not lead to a fairytale romance and a magical wedding and this insults the sentiments of many Pakistani women.

This perception was fully tried to be removed by introducing ‘sip of inspiration’.

ELEVATOR MARKETING

A lots of people, no supply of fresh air, small space and dark lighting is all about elevator! In elevator there is

nothing to do except thinking that you are present in an elevator, simple, but not every time!

To give passengers something to read is phenomenal, to understand the product, to read a story or to listen any

music of movie soon to be released all these activities can be made possible by using medium of elevator and

escalators.

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Consider a lift taking 20 passengers covering all 30 floors of a building at a time can be slight boring, this can be

made interesting by promoting different products on all sides of elevators and escalators but an intelligent mind is

needed to do so.

It is a cost effective way to create a lasting impression.

As it examples elaborate what elevator marketing here I can describe it more by adding up few example which I

have seen in my research I have observed it while visiting to business building Shaheen Complex there I have seen

coffee product in elevator and in malls we can see Lawn dress marketed by textile industries and designer this

describe their targeted audience. How they do measures and market product it needs to be done effectively and

efficiently because small business can’t afford cost effective marketing you can see in OREO.

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STEALTH MARKETING

Stealth Marketing is a viewer doesn’t know about it and he/ she will be told by the stealth marketing secretly to

viewer that is your demand. It can be done effectively if the person doesn’t knows about that particular product but

if its define uniquely and efficiently to the targeted customer it can generate good awareness about the product

although stealth marketing isn’t about selling and getting profit it’s about how you market the product and made an

effect on customers.

People have taken the impact of stealth marketing negatively too but professional have to admit it it’s a great way

to tell people how to place product in their life.

Stealth marketing used in Movies and sport person use it in public too. A computer manufacturer pays to have their

laptops used in a movie and the brand logo is plainly visible when the camera pans the open cover. A fast food

chain pays a movie company to have actors seen enjoying their food with the chain logo prominently displayed.

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Clothing manufacturers pay to have actors or television hosts wear their brand of clothing on a television show. A

sunglasses manufacturer pays a movie company to have lead actors wear their glasses in the film.

This elaborates how effectively marketing has done by Google and Nike, google can be eyes of everyone who is

looking for things or stuff on internet.

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