An exploration of guerrilla marketing tactics on emerging market penetration: A case study of a street art campaign in Kaduna, Nigeria.
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- 1-5 Chapters
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- NGN 5000
Background of the Study
Guerrilla marketing employs unconventional, low-cost tactics to capture consumer attention in emerging markets. In Kaduna, a street art campaign by a local startup has been designed to penetrate a market with limited traditional advertising reach. The campaign features public murals, flash mobs, and interactive installations intended to create buzz and generate organic word-of-mouth promotion. This study explores how guerrilla marketing tactics influence market penetration by examining both the creative execution and the measurable impact on brand awareness and customer engagement (Bello, 2023). The research assesses the cost-effectiveness of these tactics compared to traditional advertising and explores the role of cultural context in shaping campaign reception. Challenges such as regulatory constraints, public safety issues, and sustainability of guerrilla initiatives are critically evaluated. Through a combination of social media analytics, direct observation, and consumer surveys, the study aims to provide actionable recommendations for effectively using guerrilla marketing to reach underserved markets and build brand recognition in resource-constrained environments (Bello, 2024).
Statement of the Problem
Although guerrilla marketing is known for its creativity and cost-efficiency, its impact on market penetration in emerging markets like Kaduna remains underexplored. The primary challenge is determining whether street art campaigns effectively generate lasting brand awareness and customer engagement or if they only produce temporary interest. Issues such as regulatory hurdles, inconsistent message delivery, and public reception variability complicate the evaluation of these tactics (Bello, 2023). This study seeks to address these gaps by investigating the effectiveness of a guerrilla marketing campaign in penetrating emerging markets and by providing recommendations for overcoming challenges associated with unconventional marketing strategies (Bello, 2024).
Objectives of the Study
To assess the effectiveness of guerrilla marketing tactics in emerging markets.
To evaluate the impact of the street art campaign on brand awareness.
To recommend strategies for sustaining market penetration.
Research Questions
How effective are guerrilla marketing tactics in emerging markets?
What is the impact of street art on consumer engagement?
What challenges limit the success of guerrilla marketing?
Significance of the Study
This study is significant as it provides insights into how guerrilla marketing can drive market penetration in emerging markets. The findings will help startups in Kaduna design innovative, cost-effective campaigns that generate sustained consumer engagement and brand recognition (Bello, 2023).
Scope and Limitations of the Study
The study is limited to one street art campaign in Kaduna and focuses exclusively on guerrilla marketing tactics.
Definitions of terms
Guerrilla Marketing: Unconventional, low-cost marketing tactics designed for maximum impact.
Market Penetration: The degree to which a product is recognized and used by consumers.
Street Art Campaign: A marketing initiative that utilizes public art to promote a brand.
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