Guerrilla War in Marketing of Cement: Dealer's Perspective

The cement sector is going through a tough phase. Low gross domestic product (GDP) growth has a direct impact on the sale of cement. Weak economy and oversupply has led to a lot of pressure on the pricing front. All these combined have adversely impacted the profitability of cement companies. In such a scenario, companies are present in the battlefield with guerrilla weapons. This article focuses on different guerrilla marketing tools used by cement companies, which lead to increase in recall value of the brand. Guerrilla marketing tools can give a competitive edge to the company if used properly. It relies on time, energy and imagination rather than on a big budget.