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Innovative Marketing Tactics – The Case of Power-Z Energy Drinks using guerrilla marketing to create buzz for a new product

Book Title: Case Chronicles

Editors:  Prof. Dr. Shraddha S. Bhandwalkar, Dr. Deepali S. Ubale and Dr. Shubhada A. Athavale

ISBN:  978-81-980078-8-9

Chapter: 10

DOI: https://doi.org/10.59646/cc10/274

Authors: Mr. Yogesh S. Deshpande and Dr. Shubhada A. Athavale

Abstract

Guerrilla marketing is a much more energetic and unconventional approach to conducting marketing and advertising activities with nascent creativity and innovativeness; with deep impacts, it manages to work even with the lowest budget. Power-Z Energy Drinks applied the marketing strategy around digital habits and preferences, ensuring brand awareness and engagement of its key new product, Power-Z Xtreme, through millennials and Generation Z. The campaign is seeking to create a memorable experience as a part of the Power-Z guerrilla marketing strategy to build a buzz by engaging with the brand, Power-Z Xtreme, as unique and interesting in the energy drink market. In this paper, an overview regarding the strategy, logistics, and engagement of the audience in the Power-Z Xtreme marketing campaign has been provided.
Keywords: Creativity, Engagement, Impact, Buzz, Strategy

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