Week 3 - Guerrilla Marketing

 In this week's chapter of Guerrilla Marketing, we learn a lot about the 16 monumental secrets of guerrilla marketing. Now, I won't mention all of them, but I wanted to discuss a couple points that really resonated with me. At the beginning of the chapter, we are painted a picture about the early 1960s and the cigarette market. We find that our author was hired by Marlboro to help build an ad campaign to decrease the feminine image that came with Marlboro Cigarettes. They came up with the "Marlboro Man", a rough around the edges Cowboy, and Marlboro Country. It was seen that with the implementation of these images, Marlboro became a cultural icon within a year of its ad campaign release. However, sales remained the same, and it took nearly 30 years for Marlboro to become the #1 selling cigarette in the market. Our author goes on to mention the first secret in guerrilla marketing, commitment. 

As I relate this chapter to my own ideas, I think about how much commitment would be required to create a new product within the beer industry. A largely saturated and heavily dominated market would not be easy to penetrate, as there are a few multi-billion dollar companies that run the market. However, there is always a market for a new product in this industry if it is well-placed and well-timed. After a product's initial release, it is important to analyze how successful launch was, and then commit to driving your product to the next level.