A Reconsideration of Guerrilla Marketing: A Case Study of Coca-Cola in Laos
Yasuo Nakatani（Housei University）
This paper explores successful marketing communication strategies of Multinational Enterprise（ MNE）in emerging nations. The focus is on the effectiveness of Guerrilla marketing of MNE when challenging a strong competitor which has established a monopoly for long term. A case study approach based on detailed interviews for central players in The Coca-Cola Company is introduced to reveal how to implement unique communication strategies in highly growing markets such as Laos. The results indicate that the newcomers should have enhanced the marketing mix for creating new values for specific customers in individual emerging territories by making use of the Adaptive Content Theory.