Guerrilla Marketing - Especially in saturated markets, companies use marketing strategies with the aim of stealing market share from competitors. Depending on the nature and intensity of these measures, these strategies are summarized under the catchphrase guerrilla marketing.
A distinction is made between two approaches: On the one hand, one speaks of a destructive attrition and attack strategy if the competitor is to be worn down by permanent attacks (e.g. legal objections to an advertising campaign; promotion in front of an outlet while the competitor is holding one in the outlet) . In contrast, the guerrilla marketing concept developed by Ries and Trout in 1986 is of a constructive nature and is based on three principles:
- Finding a market niche (product, region, target group)
- Lean organizational structure (to save costs and to be able to react quickly to changes in the market)
- Flexibility (rapid relocation of resources from an unattractive to an attractive niche)