Week 4 - MBA 6101 - Guerrilla Marketing

Guerilla marketing required developing to a plan and sticking with it. This reminds me of Arizona Ice Tea, a company that prides itself on its low cost and high quality. Over the last thirty years the price has remained the same even as inflation has continuously increased. Their image and brand is based on great tea at a great price.

One of the co-owners Vultaggio describes how keeping the price the same has been their market strategy for success. By raising the price, they will lose customers. By having the 99 cent price, he retains his customers. He knows his customer base enjoys his product because it tastes good and is far cheaper than his competitors. He values their loyalty and his brand is build on being affordable. Although raising prices would offset raising costs, it could lose his customers. This marketing strategy has been successful as well as diversifying the products sold by Arizona Ice Tea as well.

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