Vol (2) Issue (1) July 2012 International Design Journal The role of guerrilla marketing strategy to enrich the aesthetic and functional values of Brand in Egyptian market Dr. Faten Farouk Assistant professor- advertising dept., Faculty of Applied Arts, Helwan University, Egypy Abstract: Guerrilla marketing is an unconventional and low cost marketing strategy that achieves significant and distinctive effects compared with traditional marketing strategies. Undoubtedly it is successful in practical applications, still new,fresh and not as explicitly explored academically as other marketing methods. The research investigates the guerrilla marketing strategy as an important, creative, innovative technique and low cost in marketing process. It presents an approach of Guerrilla marketing; definition, principals, advantages and its role to enrich the Aesthetic and functional values of brand. The paper believes that guerrilla marketing is one of the best marketing and advertising strategies that can be used to enrich the aesthetic and functional values of brand and create a distinctive competitive position in the current economic situation in Egypt. Also, the researcher believes that the benefit from Guerrilla marketing strategies will contribute to revitalize the advertising industry and commercial movement in the Egyptian market, which will activate the Egyptian economy. The paper presents some suggested ideas of ISIS company for organic food that depend on take advantage of Guerrilla marketing strategies. Key Words: Guerrilla marketing – Aesthetic and functional values – brand image. Introduction: Guerrilla marketing is an "unconventional After more than a year on the January 25 marketing which intended to get revolution, the Egyptian economic maximum results from minimal situation became in continues resources." Guerrilla marketing Deterioration, which impact negatively on campaigns are typically more inventive the advertising industry in Egypt. and in places that the customers Brands became in continuously wouldn’t likely expect advertisements to challenged, Intensive competition for a be. privileged competitive position and These campaigns typically are lower customers are increasingly more budget, but highly effective because of demanding. Therefore, it is essential for the creative and sometimes interactive marketer and advertiser experts to aspects. constantly think of new platforms, new This type of marketing can use both media, test other paths and provide positive and negative images to make different ideas which fit the current people react and remember a company, economic situation. brand, a product, or even a simple message 21 International Design Journal Vol (2) Issue (1) July 2012 A guerrilla marketing takes the customer The guerrilla marketing strategy by surprise and makes an indelible enriches the innovative and creative impression. (1) aspects of brand in Egyptian market Therefore, the research believes that The use of guerrilla marketing Guerrilla marketing should have an strategy attracts customer's attention to brand better than traditional important and clearly place in Egyptian marketing. marketing, because it is one of the best The guerrilla marketing strategy marketing strategies that can fit the creates a distinctive value and current situation of brand advertising in competitive position for brand amid Egypt its competitors in the Egyptian market. It is ideal for small businesses that need Guerrilla marketing definition: to reach a lot of people and also for large The term guerrilla marketing was inspired companies who are trying to have by guerrilla warfare which is a form of valuable brand and distinctive irregular warfare and relates to the small Competitive position. (2) tactic strategies used by armed civilians. Many of these tactics includes The problem of this study may be ambushes, sabotage, raids and elements formulated as follows : of surprise. Much like guerrilla warfare, guerrilla marketing uses the same sort of Does the guerrilla marketing strategy tactics to achieve a competitive in the contribute to enrich the aesthetic and marketing industry. (1) functional values of Brand? Does the use of guerrilla marketing The original term was defined by Jay strategy affect on brand image? And Conrad Levinson in his book "Guerrilla how? Marketing" back in 1984 as “the act of Does the guerrilla marketing strategy executing an unusual or unexpected enrich the innovative and creative marketing activity in a common, everyday aspects of brand? place in order to generate a buzz for How to take advantage of guerrilla (3) marketing strategy to create a products or services”. distinctive value and competitive The concept of guerrilla marketing was position for brand in Egyptian invented as an unexpected and market? unconventional system of promotions that relies on time, energy and The research aims to clarify: imagination rather than a big marketing The role of guerrilla marketing budget. (4) strategy to enrich the aesthetic and It focuses on low cost, creative strategies functional values of Brand in of marketing. Basic requirements are Egyptian market. time, energy, imagination and not The role of guerrilla marketing to money. Profits, not sales, are the primary attract the customer's attention to (5) brand by enriching creative and measure of success . Emphasis is on innovative aspects of it. retaining existing customers than acquiring new ones. Hypotheses Guerrilla marketing is a broad range of The use of guerrilla marketing advertising method that identify closely strategy may enrich the aesthetic on the target customers, drives to strike and functional values of Brand in them by surprise when they least expect Egyptian market. it (6) and has a lasting impression in a fun The use of a guerrilla marketing and positive way. (2) strategy may affect on brand image. Guerrilla marketing is a faster and more innovating way of marketing which create 22 Vol (2) Issue (1) July 2012 International Design Journal attention with small budget and can often products, or any unconventional results in free publicity in other media. (7) marketing intended to get maximum The objective of guerrilla marketing is to results from minimal resources. More create a unique, engaging and thought- innovative approaches to Guerrilla provoking concept to generate a buzz for marketing now utilize mobile digital products or services” technologies to engage the consumer Guerrilla marketing involves unusual and create a memorable brand approaches such as intercept encounters experience. (8) in public places, street giveaways of Guerrilla Marketing Principles: Form (1) Guerrilla Marketing Principles Through the various definitions of The element drastic enables the guerrilla marketing, the researchers can marketer to reach large number of identify the most important main message receivers without necessarily principles of guerrilla marketing as large marketing budget. Also it may following form (1): significantly help the campaign to be Unexpected: Guerrilla marketing strategy cost-effective with high degree of depends on unexpected situation and Attention and Interest. surprise element. It catches customers' Humorous: Humorous effect in guerrilla attention and their interest by putting marketing strategy helps to diminish the unusual objects in unusual places or barriers between the customer and using unusual objects in unusual time. brand. Moreover, it can significantly Creativity and innovative: Guerrilla increase the efficiency of the campaign marketing strategy relies on imagination, by reaching larger number of receivers. creative idea and innovative design (9) rather than a big marketing budget. It is Simplicity Guerrilla marketing strategy unexpected, unconventional and catches customers' attention by simple targeted customers in unexpected imagination idea and creative and places. (9) innovative design. Drastic: A word "drastic" is defined by One shot game: One shot game, Oxford Dictionary as having a strong or meaning that the guerrilla marketing far-reaching effect. (10) Guerrilla campaign is performed only in strictly marketing strategy works with a form of limited period of time, indicates that the drastic in order to reach maximum customers of the guerrilla messages relevant target customers. understand that the campaign is only 23 International Design Journal Vol (2) Issue (1) July 2012 temporary the concept should not be Guerrilla marketing makes a more used again on the same market. valuable impression with customer in Low cost: The guerrilla marketing comparison with traditional forms of strategy is low cost in comparative with advertising and marketing (12), which traditional marketing strategies. It works on strengthening the relationship depends on create innovation and with the customer and save his loyalty to creativity with low budget through the the brand. immediate impact on targeted customer. Guerrilla marketing strategy aims to (9) strike the customer at a more personal Goodwill and customer benefit: Goodwill and memorable level, which affect on can be defined as a disposition to customer emotion toward brand. kindness and compassion or more The goals of guerrilla marketing are specifically as an intangible asset which relatively simple: use unconventional provides a competitive advantage, such tactics to advertise on a small budget. as a strong brand, reputation, or high Think and create a trapezoid instead of a employee morale. box, (13) which suit the brand Guerrilla marketing strategy