MUBASHIR RAZA
ROLL#21BBA21
ENTREPRENEURIAL
MARKETING
• GUERRILLA MARKETING
• VIRAL MARKETING
• BUZZ MARKETING
EXPLORING MARKETING
TACTICS AND COMPETITIVE
ANALYSIS
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INTRODUCTION TO
ENTREPRENEURIAL MARKETING
• DEFINITION:
MARKETING WITH AN ENTREPRENEURIAL MINDSET,
CHARACTERIZED BY CREATIVITY, RISK-TAKING, AND
PROACTIVENESS.
• KEY ASPECTS:
INNOVATIVENESS, AGILITY, AND IDENTIFYING
OPPORTUNITIES IN THE MARKET.
IMPORTANCE OF ENTREPRENEURIAL MARKETING
• Critical for startups and innovative firms:
Helps to compete with BIGGER COMPANIES WITH FEWER
RESOURCES.
• EMPHASIZES DIFFERENTIATION:
UNIQUE MARKETING TACTICS CREATE VISIBILITY AND
DISRUPT ESTABLISHED NORMS.
OVERVIEW OF MARKETING
TECHNIQUES
• TRADITIONAL MARKETING:
FOCUSES ON ESTABLISHED MEDIA LIKE PRINT,
TV, AND RADIO.
• ENTREPRENEURIAL MARKETING:
FOCUSES ON INNOVATIVE METHODS SUCH AS
GUERRILLA, VIRAL, AND BUZZ MARKETING.
GUERRILLA MARKETING:
AN INTRODUCTION
• LOW-COST, HIGH-IMPACT:
USES UNCONVENTIONAL TACTICS TO GRAB ATTENTION.
• FOCUS ON SURPRISE:
DESIGNED TO CREATE MEMORABLE INTERACTIONS
WITH AUDIENCES.
CHARACTERISTICS OF
GUERRILLA MARKETING
• CREATIVITY OVER BUDGET: PRIORITIZES INGENUITY RATHER THAN
HIGH SPENDING.
• IMMEDIACY: THE IMPACT IS OFTEN SHORT-LIVED BUT POWERFUL.
• HIGHLY TARGETED: OFTEN AIMED AT SPECIFIC AUDIENCES OR
LOCATIONS.
PROS AND CONS OF GUERRILLA MARKETING
• PROS: LOW COST, CAN GO VIRAL, CREATES STRONG
AUDIENCE ENGAGEMENT.
• CONS: RISKY, HARD TO REPLICATE, MAY ONLY
PROVIDE SHORT-TERM RESULTS.
VIRAL MARKETING:
AN INTRODUCTION
• SELF-REPLICATING
MESSAGES:
DESIGNED TO SPREAD RAPIDLY
ACROSS NETWORKS.
• RELIES ON SOCIAL CONNECTIONS:
LEVERAGES SOCIAL MEDIA AND
WORD-OF-MOUTH
TO
GAIN
MOMENTUM.
CHARACTERISTICS
OF VIRAL MARKETING
• USER-DRIVEN: RELIES ON CUSTOMER
PARTICIPATION TO SPREAD THE MESSAGE.
• Digital-first: Primarily uses online
platforms (social media, emails).
• Low-cost, high-potential: Little input
from the company, but potentially huge
returns.
VIRAL MARKETING VS
TRADITIONAL MARKETING
• TRADITIONAL: INVOLVES PAID
ADVERTISEMENTS, DIRECT CONTROL BY
COMPANIES.
• VIRAL: FOCUSES ON USER ENGAGEMENT, RELIES
ON ORGANIC GROWTH.
PROS AND CONS OF
VIRAL MARKETING
• PROS: COST-EFFICIENT, CAN SPREAD QUICKLY,
LARGE POTENTIAL REACH.
• Cons: Unpredictable, dependent on user
engagement, can be difficult to control.
BUZZ MARKETING:
AN INTRODUCTION
• WORD-OF-MOUTH MARKETING: CREATES
EXCITEMENT AND CONVERSATION AROUND A
PRODUCT.
• Engages influencers: Relies on key figures to
spread the message
CHARACTERISTICS
OF BUZZ MARKETING
• SPECTACULAR ACTIONS: EVENTS OR STUNTS
THAT ARE DESIGNED TO GET PEOPLE TALKING.
• Focus on novelty: Promotes new or exciting
products to generate interest.
HOW BUZZ MARKETING
WORKS
• TARGETS OPINION LEADERS: INFLUENTIAL
INDIVIDUALS SPREAD THE MESSAGE.
• Media coverage: Often receives free coverage
due to the buzz.
PROS AND CONS OF BUZZ
MARKETING
• PROS: HIGH CREDIBILITY, CUSTOMER-DRIVEN,
CREATES BRAND LOYALTY.
• Cons: Difficult to sustain, can lead to negative
buzz if mismanaged.
COMPETITIVE
RIVAL ANALYSIS
• PROS: HIGH CREDIBILITY, CUSTOMER-DRIVEN,
CREATES BRAND LOYALTY.
• Cons: Difficult to sustain, can lead to negative
buzz if mismanaged.
GUERRILLA MARKETING RIVALRY – RED BULL VS MONSTER ENERGY
• RED BULL:
• Stratos Project: Felix Baumgartner's record-breaking skydive
from space (2012).
• Achieved massive global media attention and viral success,
aligning the brand with extreme adventure.
• Monster Energy:
• Focused on traditional sponsorships (motorsports, music
festivals).
• Relied on athlete endorsements to compete.
• Outcome:
• Red Bull's Stratos campaign outshined Monster’s efforts,
dominating in media exposure and consumer engagement.
VIRAL MARKETING RIVALRY – DOVE VS ALWAYS
• DOVE:
• Real Beauty Sketches (2013) featured women describing themselves to a
forensic artist, revealing how they judged their appearances more
harshly than strangers did.
• This emotional campaign went viral, promoting self-confidence and
redefining beauty standards.
• Always:
• #LikeAGirl (2014) aimed to change the negative perception of the phrase
"like a girl," showcasing strength and challenging stereotypes.
• The video went viral, empowering women and reshaping gendered
language.
• Outcome:
• Both campaigns achieved viral success. Dove’s Real Beauty Sketches
became one of 2013’s most-watched videos, sparking a global beauty
conversation. #LikeAGirl successfully changed perceptions around
gender, fostering empowerment.
BUZZ MARKETING RIVALRY: APPLE VS SAMSUNG
• APPLE:
• Creates massive buzz through annual product launches,
especially for the iPhone.
• Leverages leaks and anticipation weeks before events,
making launches global media spectacles.
• Samsung:
• Launched the “Next Big Thing” campaign (Galaxy S3),
targeting Apple fans by mocking long lines and hype around
Apple’s launches.
• Focused on creating a counter-culture to Apple’s buzz.
• Outcome:
• Apple’s product launches remain iconic, dominating media
attention.
• Samsung’s “Next Big Thing” strategy successfully positioned
them as a legitimate rival by challenging Apple’s
dominance.
GUERRILLA MARKETING:
CHALLENGES FACED
• BACKLASH RISK: IF THE MESSAGE IS
MISINTERPRETED, IT CAN CAUSE NEGATIVE
PUBLICITY.
• One-off nature: Guerrilla tactics often cannot
be replicated.
VIRAL MARKETING:
CHALLENGES FACED
• DEPENDENCE ON USER ENGAGEMENT: WITHOUT
USER PARTICIPATION, THE CAMPAIGN MAY
FAIL.
• Hard to control: Viral campaigns can go in
unexpected directions.
BUZZ MARKETING:
CHALLENGES FACED
• POTENTIAL FOR NEGATIVE BUZZ: IF THE
PRODUCT FAILS TO LIVE UP TO EXPECTATIONS,
THE CONVERSATION CAN TURN NEGATIVE.
• Sustainability issues: Buzz marketing is
difficult to maintain over time.
HOW TO IMPLEMENT
GUERRILLA MARKETING
• FOCUS ON CREATIVITY AND SURPRISE.
• Use low-cost methods to deliver a high
impact.
HOW TO IMPLEMENT
VIRAL MARKETING
• LEVERAGE SOCIAL MEDIA PLATFORMS.
• Create shareable content that resonates with
your audience.
HOW TO IMPLEMENT
BUZZ MARKETING
• TARGET INFLUENCERS AND OPINION LEADERS.
• Create events or campaigns that spark
genuine conversation.
COMPARING THE THREE
STRATEGIES
• GUERRILLA MARKETING: BEST FOR SHORTTERM, HIGHLY VISIBLE CAMPAIGNS.
• Viral Marketing: Ideal for online-driven mass
outreach.
• Buzz Marketing: Great for word-of-mouth
and influencer engagement.
FINAL TAKEAWAYS
• GUERRILLA, VIRAL, AND BUZZ MARKETING
OFFER INNOVATIVE SOLUTIONS FOR CREATING
BRAND VISIBILITY.
• Can be applied by small and large firms for
differentiation.
CONCLUSION
AND
QUESTIONS
• RECAP THE MAIN POINTS OF GUERRILLA, VIRAL,
AND BUZZ MARKETING.
Invite questions from the audience for further
clarification.
THANK YOU