Guerilla Marketing:New concept in practice : Sport Master Case
Kudryavtseva, Alena (2012)
Kudryavtseva, Alena
Mikkelin ammattikorkeakoulu
2012
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2012122120273
https://urn.fi/URN:NBN:fi:amk-2012122120273
Tiivistelmä
In today’s highly competitive business environment there is a strong need for solid marketing strategies to bring new customers and increase profits. The main purpose of this thesis is to examine a new, but highly effective guerilla marketing concept in practice.
First part of the thesis describes the basic theoretical framework of marketing communication process and further gives an outlook of the guerilla concept with historical background, tools, instruments and corresponding effects provided. The final part of the thesis includes the Sport Master case study which demonstrates the practical application of the concept and underlines effects on the company’s profitability. This part of the research involves qualitative data, such as interviews to help better understand the philosophy and thinking behind the campaign.
After conducting this research, it was found out that the guerilla marketing approach is suitable not only for the firms with limited budgets, but for well-established corporations as well. Also, it should be emphasized that the main feature of this concept is the cost efficiency, thus managers invest time, effort and creativity instead of money, and at the end this type of investment becomes justified and yields substantial returns. However, companies should take into account possible negative aspects of guerilla marketing. It is important to know the target customer base and act accordingly, without provoking negative feelings and associations.
First part of the thesis describes the basic theoretical framework of marketing communication process and further gives an outlook of the guerilla concept with historical background, tools, instruments and corresponding effects provided. The final part of the thesis includes the Sport Master case study which demonstrates the practical application of the concept and underlines effects on the company’s profitability. This part of the research involves qualitative data, such as interviews to help better understand the philosophy and thinking behind the campaign.
After conducting this research, it was found out that the guerilla marketing approach is suitable not only for the firms with limited budgets, but for well-established corporations as well. Also, it should be emphasized that the main feature of this concept is the cost efficiency, thus managers invest time, effort and creativity instead of money, and at the end this type of investment becomes justified and yields substantial returns. However, companies should take into account possible negative aspects of guerilla marketing. It is important to know the target customer base and act accordingly, without provoking negative feelings and associations.