Case 6 - Regina Bear MKT 211 Case 6 Q1 What was Yuma Puma's...

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Regina Bear, MKT 211, Case 6 Q1: What was Yuma Puma's initial marketing program? Initially, Yuma Puma created a strategic program to provide "cool" college students with free cases of the drink for campus parties. This guerilla campaign was successful in boosting sales. It was launched in South America in 1989, supported by sleek advertising and, with its high-priced small blue-and-silver can, targeted teenagers and young adults. The international advertising slogan of Yuma Puma, Yuma Puma Helps You Fly, focusing on the stimulant properties of the drink. Q2: What is "guerrilla marketing"? What are the steps as outlied by Yuma Puma? Guerrilla marketing is an unconventional system of promotions that relies on time, energy and imagination rather than a big marketing budget. STEP ONE: WORD OF MOUTH Yuma Puma avoided usual methods of marketing, relying more on what is called 'buzz marketing' or word-of-mouth. A brand image was created and cultivated which associated the drink with youth culture and extreme and adventure- related sports, such as motor sports, mountain biking, snowboarding and dance music.
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