Effectiveness of Guerrilla Marketing Strategies. A Study of Coca-Cola (2020)

Guerrilla Marketing Strategies Dissertation – The term guerrilla translates to little war and originates in Spanish military terminology. In the context of marketing, guerrilla refers to unconventional, minimum-cost promotions used to gain advantage in competitive environments. Initially the concept was adopted by SMEs for this purpose, however in more recent years, global brands have seen the potential in the approach and embraced the unconventionality of guerrilla themselves. Companies such as IKEA, Netflix and Nike have managed to effectively implement guerrilla stunts into their marketing strategy.

This dissertation seeks to answer the research questions in the following four chapters. The Literature Review reflects upon the existing academia in the field of guerrilla marketing and justifies the need for further exploration. The Methodology outlines how the researcher gathered both primary and secondary qualitative and quantitative data and gives a comprehensive overview of the experimental design. The Findings and Discussion analyze the information obtained in the context of the research questions. Finally, the Conclusion and Recommendations answer the research questions, detail the limitations of the experimental design, provide Coca-Cola and marketing practitioners with relevant recommendations and offer suggestions for further research.

Dissertation objectives

  • Detail how Coca-Cola develops a guerrilla marketing strategy
  • Use primary data to explore how the context in which surprise guerrilla marketing stunts are perceived effect circulation intention, purchase intention and brand perception
  • Explore the implications for Coca-Cola and marketing practitioners
  • 10,000 words – 30 pages in length
  • Excellent use of literature
  • Good analysis of subject area
  • Well written throughout
  • Ideal for international marketing students

1 – Introduction
Research Motivation and Focus
Research Questions and Objectives
Dissertation Structure

2 – Literature Review
Defining Guerrilla Marketing
Origins and Definition of Guerrilla Marketing
Guerrilla Marketing Tools and Categorisation
Infection Guerrilla Marketing
Surprise Guerrilla Marketing
Ambush Marketing
Effects of Guerrilla Marketing
Surprise (Emotion) Effect
Diffusion Effect
Low-Cost Effect

3 – Methodology
Research Approach
Primary Research
Materials and Procedure
Background Questions
Sensation Promotion
Ambient Promotion
Demographic Questions

4 – Findings and Discussion
Coca-Cola Company and Brand Overview
Surprise Guerrilla Marketing Utilization at Coca-Cola
Surprise Guerrilla Marketing Effectiveness
Circulation Intention
Brand Perception
Purchase Intention
Sensation versus Ambient

5 – Conclusion and Recommendations
Recommendations for Coca-Cola
Recommendations for Future Research


Statistical Results

Guerrilla Marketing Strategies at Coca-Cola Dissertation
Guerrilla Marketing Strategies at Coca-Cola Dissertation

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