GROUP NO: 4

IMPACT OF GUERRILLA MARKETING ON

CONSUMERS IN MUMBAI
 TEAM MEMBERS

Sayalee Yash Mayank

Umesh Shubham Maithili

WHAT IS GUERILLA MARKETING?
Guerrilla marketing is a marketing tactic in which a company uses surprise and
unconventional interactions in order to promote a product or service.

ADVANTAGE:
• Product Awareness
• High Customer Engagement
• Greater Recall value
• Best ROI Marketing

CGI MARKETING:
Computer-generated imagery (CGI) is a technique used to create realistic visual content for
advertising.
Guerilla Marketing
INDUSTRY KNOWLEDGE
• The cosmetics industry in India is a growing sector and one of the largest markets for cosmetics.
• In 2023, the revenue in the Cosmetics market in India is estimated to reach US$6.27bn.
• This market segment is projected to experience an annual growth rate of 2.86% (CAGR 2023-
2028).

FAE BEAUTY
Free And Equal Beauty creates and conceptualizes products for everyone.
FAE Beauty - Real & Authentic, Made for Indian Skin.
Features: Cruelty-Free, Vegan, Paraben-Free.
Source: https://www.statista.com/outlook/cmo/beauty-personal-care/cosmetics/india#revenue
Consumer Persona User Description Thoughts & Beliefs
• Believes in Self Pampering
Priya Agrawal, a vibrant 26-year-old professional
• Makeup is form of art & Creativity
holding a recent MBA in Marketing, finds joy in staying
• Diversity and Inclusion.
active and staying abreast of the latest tech innovations.
• Values brands that are cruelty-free, eco-friendly,
Her proactive approach to keeping up with industry
trends makes her a valuable asset to the company. and transparent about their ingredients.
• Believes in the importance of self-care and skincare
routines.
• Learning new things is a key in life

Name Goals & Motivation Hobbies & interests

Priya Agrawal • To aspire to excel in her career and views makeup • Reading
as a way to boost confidence profesionally • fitness enthusiast.
Age • To maintain a healthy work-life balance. • Music
• To feel confident in her own skin • Travelling
26 Year old • To live sustainable lifestyle • Yoga & Meditation
Education
MBA (Marketing) Challenges
Location • Overcoming potential challenges in career advancement and promotions.
• Managing stress and avoiding burnout due to heavy workloads.
Goregaon, mumbai • Hard to get time for personal enhancement
.
 COMPARATIVE ANALYSIS
Fae Beauty Maybelline L'Oréal
 Fae Beauty Maybelline L'Oréal
"Maybe she's born with it.
“Free & Equal Beauty” "Because You're Worth It"
Maybe it's Maybelline"

65K 12M 10.7M

78K 390 15K 1.3M 3M 22.3K 844K 75M 497K 3010 13.4K 16M
 The marketing strategy employed The excitement to rewatch the advertisement
was successful in reaching the target implied a positive attitude of consumers
audience. towards the brand.

A significant portion of consumers

Guerrilla marketing has made a in Mumbai were not familiar with
the concept of guerrilla marketing.
lasting impression on
consumers.

Consumers felt that the product must
be moderately priced. This suggests
that consumers are price-sensitive and
are unlikely to buy a product if they
perceive it to be too expensive.
Consumers developed a creative feeling
towards the brand. This is a good sign, as it
suggests that consumers are engaged with
the brand and its messaging.

Consumers had a memorable experience with

the guerrilla marketing campaign.
 Consumers exhibited a range of emotional OBSERVATIONS
responses to the guerrilla marketing
campaign, from excitement and surprise to
reservation and non-acceptance.

Some consumers were more openly expressive of

their emotions than others.
 OBSERVATIONS
The hand movements observed in some
consumers suggest that they were excited by
the advertisements.

The surprise expressed by some

consumers suggests that guerrilla
marketing can be effective in creating
a sense of surprise and intrigue.
 OBSERVATIONS
• Shy to express their emotions
• Non-acceptance of impact of advertisements on
consumers
• Raised Eyebrows
• Eyes were lit up
• Unconsciously attracted towards the product
• Astonished - jaw dropped
• Expressions of recalling where consumers saw the
advertisements.
MARKETING
STRATEGIES
Faebeauty

USP - Vegan and

Cruelty free

Guerilla
Marketing & CGI
MARKETING STRATEGIES
Faebeauty - Online

Increase Customer Engagement

• Improve UI/UX
• Guerrilla Pop up

L E
SA
MARKETING
STRATEGIES
Faebeauty - Offline

• Market Penetration -

Offline Stores

• Corporate Parks

• Mall Intersections
MARKETING
STRATEGIES
Faebeauty - Offline
2. Billboards

• High Traffic Areas

• Bus Stops at BKC

• Shopping Centers

• Malls
MARKETING
STRATEGIES
Faebeauty - Offline
3. Vending machine -

free sachet
QUESTIONNAIRE
Demographic: Name, Age, Income, Occupation

• Which category of products or services do you frequently purchase?

• What factors influenced your decision of buying the product or service?

• Did you see their advertisement recently and got influenced to buy it?

• If yes, then was it a billboard, tv commercial or social media advertisements?

• What are your first thoughts? What is your reaction to this picture?

• What feelings do you have towards this brand?

• How innovative do you think this ad is?

• Would you click pictures with Guerilla Marketing Tactics?

• How effective would you say this ad is? And, how likely are you to tell others about it and the brand? Who would you tell?

• Do you like such advertisements ? Or is it absurd or weird for you?

• Have you come across any other guerrilla marketing advertisements?

• How memorable do you think this ad is?

• Do you think that you trust the brand?

• Will you be more curious to know about such products?

• Would you consider buying this product or buying from this brand? Why/why not?

• Any further comments on this marketing approach?

 "THINK DIFFERENT AND
STAND OUT IN THE MARKET"