Is Depositioning Advertising Really Effective?


Last week I suggested that If Caribbean Broilers (CB) wanted to capture market share from Best Dressed Chicken they should consider the guerrilla attack. Since then I’ve seen much on social media, and received several E-mails about guerrilla marketing, some of which is off the mark, so that I thought I should share one of my favourite sources. Here’s what Hooley et al (2012) say about guerrilla tactics.

“Where conventional attacks fail or are not feasible, guerrilla tactics may be employed. In chess a player in an apparently hopeless situation may sacrifice a piece unexpectedly if it disrupts the opponent’s line of attack. In boxing it has been known for a contender on the ropes to bite the ear of his opponent (hello Mike Tyson) to stop the onslaught! Unconventional or guerrilla attacks in business are employed as ‘spoiling’ activities to weaken the competition. Guerrilla tactics are used by companies of all sizes in attempts to soften up their competitors, often before moving in for the kill. Their effectiveness lies in the difficulty the attacked has in adequately defending against the tactics due to their unpredictability.”

One cited example is depositioning advertising. Risky business. If we assume that CB’s safe food campaign was intended to deposition the competition, does Best Dressed Chicken have such high consumer-based brand equity that they are unshakeable?

Wish I had some data.

Herman D. Alvaranga is a marketing and sales strategist.


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