Abstract
The article analyses the positioning process of small and medium enterprises using the principles of guerrilla marketing. At the beginning of a business start-up, the positioning process becomes crucial to gain a competitive advantage in a crowded market. The problem is that small business cannot compete in the market with the same marketing tools as large companies. Exceptionally, small businesses often face three problems: lack of financial resources for advertising, lack of marketing specialists, inability to compete with large companies. The scientific literature analysis allowed us to systematise the essential principles of memorising the brand’s position using guerrilla marketing principles. The model of small and medium business brand positioning through guerrilla marketing and its principles are also presented. Guerrilla marketing is a particularly suitable way for small businesses as it requires creativity, intellectual and time investment rather than financial resources.
Highlights
The relevance of the articleIn a world dominated by globalisation, the market competes for similar products and their substitutes and brands
Small businesses in Europe and Lithuania dominate in their numbers, as it is relatively easy to start this activity
Small and medium-sized enterprises in Lithuania are characterised by the criteria of the number of employees, annual income and the value of the asset balance
Summary
In a world dominated by globalisation, the market competes for similar products and their substitutes and brands. Small and medium-sized enterprises often do not have the funds for expensive advertising and communication tools, so it is essential to understand and apply guerrilla marketing principles based on low costs and high consumer reach. The scientific models of the brand positioning phase, designed for small and medium-sized businesses, do not provide planning methodology and implementation tools for how to run a competitive business by applying guerrilla marketing strategies. The article presents a brand positioning model for small and medium enterprises using guerrilla marketing strategies. 3. Using guerrilla marketing to single out the model of brand positioning for small and medium business. Trust is closely linked to product quality and consistency, and consumer confidence builds loyalty This principle relates to the implementation of the marketing plan and the perception of marketing as an investment. A company with guerilla marketing should adhere to the principle of continually monitoring customers, gaining a competitive advantage
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