An Analysis of Guerrilla Marketing Strategies of Selected Smartphone Brands for the Period 2017-2018.
Type
Thesis
Authors
Category
Thesis-BSBM
[ Browse Items ]
Publication Year
2019
Subject
Guerrilla marketing. Marketing—Smartphone industry. Advertising. Consumer behavior. Smartphone industry—Marketing.
Abstract
CAGOCO, CLYD ROSE C.; INVENTOR, CARMELA N.; SAPUNTO KIMBERLY S. An Analysis of Guerrilla Marketing Strategies of Selected Smartphone Brands for the Period 2017-2018. Undergraduate Thesis. Bachelor of Science in Business Management major in Marketing Management. Cavite State University – Bacoor City Campus, City of Bacoor, Cavite. April 2019. Adviser: Ms. Maria Lourdez D. Lamanilao.
This study aimed to analyze the guerrilla marketing strategies of selected smartphone brands for the period 2017-2018. Particularly, the study was classified to describe the business characteristics of Huawei, Oppo, and Samsung were the selected smartphone brands, the types of guerrilla marketing, the level of effectiveness of guerrilla marketing, and the relationship between the types of guerilla marketing and the level of effectiveness.
The study involved 30 respondents from the main office of Huawei, Oppo and Samsung were the selected smartphone brands conducted from September 2018 to March 2019. The Participants of the study were the marketing officers or any in executive position of the company, who are responsive on their marketing strategies.
According to the result, most of the respondents, are those companies that develop unique strategies to promote their products, where in their resources allocated through budgeting process, and also operating 10 years and above.
The study found out that out of three types of guerrilla marketing, viral marketing has a very effective strategy in order to be successful in their business. And also, ambient marketing and ambush marketing has a big component in advertising their products. Lastly, the level of effectiveness of guerrilla marketing has a big part and also has a relationship with the types of guerrilla marketing.
Based on the results, discussion, and conclusion, the following recommendations were formulated.
The results show that of the types of guerrilla marketing on selected smartphone brands, ambush marketing got the lowest weighted mean. In a business you should always think about the negative or disadvantages of your strategies that you use because it can affect the business. Remember not all strategies are good because possibly it has a positive impact on the business but rather it may have a negative impact also.
This study aimed to analyze the guerrilla marketing strategies of selected smartphone brands for the period 2017-2018. Particularly, the study was classified to describe the business characteristics of Huawei, Oppo, and Samsung were the selected smartphone brands, the types of guerrilla marketing, the level of effectiveness of guerrilla marketing, and the relationship between the types of guerilla marketing and the level of effectiveness.
The study involved 30 respondents from the main office of Huawei, Oppo and Samsung were the selected smartphone brands conducted from September 2018 to March 2019. The Participants of the study were the marketing officers or any in executive position of the company, who are responsive on their marketing strategies.
According to the result, most of the respondents, are those companies that develop unique strategies to promote their products, where in their resources allocated through budgeting process, and also operating 10 years and above.
The study found out that out of three types of guerrilla marketing, viral marketing has a very effective strategy in order to be successful in their business. And also, ambient marketing and ambush marketing has a big component in advertising their products. Lastly, the level of effectiveness of guerrilla marketing has a big part and also has a relationship with the types of guerrilla marketing.
Based on the results, discussion, and conclusion, the following recommendations were formulated.
The results show that of the types of guerrilla marketing on selected smartphone brands, ambush marketing got the lowest weighted mean. In a business you should always think about the negative or disadvantages of your strategies that you use because it can affect the business. Remember not all strategies are good because possibly it has a positive impact on the business but rather it may have a negative impact also.
Description
Undergraduate Thesis.
Hardbound.
Hardbound.
Biblio Notes
Cagoco, C. R. C., Inventor, C. N., & Sapunto, K. S. (2019). An analysis of guerrilla marketing strategies of selected smartphone brands for the period 2017–2018 (Undergraduate thesis, Cavite State University – Bacoor City Campus). Adviser: Ms. Maria Lourdez D. Lamanilao.
Number of Copies
1
