Marketing Outside the Box E-Book

K. Hristomirova

• Herausgeber: GRIN Publishing
• Sprache: Englisch

Veröffentlichungsjahr: 2014

Beschreibung

Bachelor Thesis from the year 2013 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,7, Cologne University of Applied Sciences, language: English, abstract: Have you ever asked yourself how often you happen to zap through the TV channels during a commercial break trying to escape the information flood with only one thought in mind: “Help, commercials!”? As Ty Montague claims, “advertising is the business of interrupting what people are interested in with a commercial message about something they are not interested in.” And this is true – today’s consumer is bored to death by all the conventional publicity messages he is exposed to in his everyday life. What is more, advertising nowadays is increasingly perceived as a burden which forces consumers to try to avoid it as much as possible. Because individuals are continually faced with the well-known marketing tools, their activating and persuasive impacts start to decrease and lead to wear-out effects. This trend presents marketers with an uneasy challenge - they have to fight with their competitors and win the consumer’s attention without being intrusive. This, however, might turn out to be a difficult task because it involves a high advertising budget.

Leseprobe

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Table of contents

List of figures

List of abbreviations

1. Introduction

1.1. Problem formulation

1.2. Purpose and methodology

2. The basics of marketing

2.1. The scope of marketing

2.2. The target marketing process

2.3. What is marketed?

3. The marketing mix

3.1. Product planning

3.2. Price planning

3.3. Distribution planning

3.4. Promotion planning

4. Traditional advertising media

4.1. Television advertising

4.2. Radio advertising

4.3. Press advertising

4.4. Out-of-home advertising

4.5. Online advertising

4.6. Product placement

5. Development of the guerrilla marketing concept

5.1. Origin and definition of the term guerrilla

5.2. Objectives and effects of the guerrilla approach

5.3. Risks and threads of the guerrilla approach

5.4. Measurement of costs and results

5.5. Guerrilla marketing in the marketing mix

6. Guerrilla advertising tools

6.1. Low-budget marketing

6.2. Offline guerrilla marketing tools

6.2.1. Ambush marketing

6.2.2. Ambient marketing

6.2.3. Sensation marketing

6.3. Online guerrilla marketing tools

6.3.1. Viral marketing

6.3.2. Mobile marketing

6.4. Strategic guerrilla marketing tools

6.4.1. Pricing

6.4.2. Producing

6.4.3. Distributing

7. Traditional advertising versus guerrilla marketing approach

8. Conclusion

References

Appendix

List of figures

Figure 1: Five product levels

Figure 2: Product mix pricing strategies

Figure 3: Customer marketing channels

Figure 4: The basic guerrilla effect

Figure 5: Guerrilla marketing in the marketing mix

Figure 6: Guerrilla advertising instruments

Figure 7: Differences between traditional marketing and guerrilla marketing

Figure 8: Mr. Proper ambient marketing campaign

Figure 9: Benetton advertising campaign

Figure 10: M&M’s ambient advertising at the cinema

Figure 11: Ikea ambient media marketing campaign at a metro station in Paris

Figure 12: Mini during a basketball game in the USA

Figure 13: Mini wrapped as suitcase at the airport

Figure 14: 3D street art in London

Figure 15: Spreewaldhof gherkins to-go

List of abbreviations

1. Introduction

1.1. Problem formulation

Have you ever asked yourself how often you happen to zap through the TV channels during a commercial break trying to escape the information flood with only one thought in mind: “Help, commercials!”? As Ty Montague[1] claims, “advertising is the business of interrupting what people are interested in with a commercial message about something they are not interested in.”[2] And this is true – today’s consumer is bored to death by all the conventional publicity messages he is exposed to in his everyday life. What is more, advertising nowadays is increasingly perceived as a burden[3] which forces consumers to try to avoid it as much as possible.[4] Because individuals are continually faced with the well-known marketing tools, their activating and persuasive impacts start to decrease and lead to wear-out effects.[5] This trend presents marketers with an uneasy challenge - they have to fight with their competitors and win the consumer’s attention without being intrusive. This, however, might turn out to be a difficult task because it involves a high advertising budget.[6]

The marketing expert Jay Conrad Levinson notes to that: “if you had all the money that was wasted in marketing each year, you’d be richer than Bill Gates and Warren Buffet combined […] And your earnings would increase each year because more money is wasted than invested in marketing each year.”[7]

The “war for eyeballs”[8] has been started and the marketers’ mission is now more than clear: they have to develop alternative methods for differentiation and raising awareness in a creative manner and without wasting money for expensive advertising campaigns (see Hutter and Hoffmann, p. 40). Guerrilla marketing is exactly what they need because it includes instruments which guarantee the generation of a big profit with small expenses.[9] Its tactics represent an alternative to the traditional marketing communications methods, as well as to the product, price and distribution activities.

1.2. Purpose and methodology

Within the framework of this thesis, guerrilla tools are compared to the conventional advertising instruments. For this purpose, the basics of marketing are firstly examined. Chapter 2 considers the evolution of the marketing concept and its definition. Moreover, the market segmentation process is investigated. The next section is organized around the four P’s in the marketing mix – from product development, through pricing objectives and distribution channels, to promotion planning decisions – the whole marketing concept is being analyzed. Afterwards, chapter 4 looks closely at the main traditional advertising methods applied by marketers. The following two sections focus on the guerrilla marketing approach. Chapter 5 lays out its origin, definition and main objectives, as well as the risks and threats which guerrilla marketing may bring. Its role within the marketing mix is outlined, too. Part 6 highlights all kinds of methods which are subsumed under the umbrella of the guerrilla approach – low-budget, offline, online, as well as strategic guerrilla marketing tools are explained on the basis of examples. Finally, chapter 7 shows to what extent traditional advertising methods differentiate from guerrilla tools and after that a conclusion brings the thesis to an end.

2. The basics of marketing

Before exploring the guerrilla marketing approach in detail, it is worth emphasizing, that guerrilla marketing does not aim at replacing the traditional marketing. Its purpose is rather to expand the marketing instruments and to complement the marketing mix in a more up-to-date manner (see Patalas, p. 15). In order to understand how exactly this happens, this thesis begins with a review of the essential characteristics of marketing.   

2.1. The scope of marketing

Today marketing is more important and prevalent than ever before. Regardless of the size of an organization – from large multinationals to small entrepreneurial companies and local businesses – its role in the competitive marketplace is crucial.[10] However, marketing has not always been seen as such a significant business function.

Evolution of the marketing concept

In the early 1900s, as the market was product-oriented, businesses were more focused on producing products efficiently and commercially and less interested in producing products that would meet customers’ needs. Later on, during the second half of the 20th century, marketing started to gain in importance. Why? Because consumers’ living standard and income increased, and so did their demand for new and more qualitative products. The production processes also improved and there was a wider choice of goods for consumers. Thus, industries had to struggle for their customers. A market with a competition-oriented structure was created, which made businesses to realize that having a good product would not be enough for a success. Instead, their focus was shifted to the delivery of products and services that create value for customers. Therefore, more emphasis was placed on marketing activities.[11]