Picture this. You are McPonalds. Burger sales are falling. And due to new localized burger players having come on the scene you are forced to lower prices. And burger prices are at their lowest since 2009. Your CEO passes away and his son takes over. He is a marketing type, sharpish suits, nice cologne, slick smile, you know.
He thinks that all McPonalds really needs is some marketing. Nothing else. But he studied about guerrilla marketing in his fancy B School. From the kind of one step evolved B School professors who say that you wont learn marketing “here” but you will learn it from the street vendor in Brazil who sells here product for a few cents.
So what does the CEO son do ? He hires lets asks his McGoons to go to the factory of the SmallFry burger chain and vandalise it and create a fight. Incidentally (yeah right) all the trucks carrying the McPonalds burgers have to pass through the corner where the SmallFry factory is located.
His social media team, already being primed for this, takes to Twitter and tells the public that since all McPonalds items come from the factory, and supplies could be affected, burgers are in limited supply. Moreover since the SmallFry factory is located in a volatile region which produces burgers, maybe every burger company Overnight, tens of thousands of people que up at McPonalds stores and it can price its burgers higher. Voila. The son rises.
Of course I don’t really mean that McPonalds is Saudi Arabia and SmallFry Burgers is Yemen. How could I ? I mean really? So what if oil prices went from 54 to 58 in two-three days.
Saudi Arabia produces 11 million barrels/day of petroleum. Simple use of a calcualator will reveal that 11 Million Barrels a Day multiplied by 4 Dollars is about 44 million dollars. A day. So the air strikes boosted revenues by 44 million dollars daily! As per Aviaton Week an F16 costs $24,000an hour to run. CNN says a 100 jets were involved in these air strikes for an hour. Thats 2.4 Million dollars a day for airstrikes. As such, like any self respecting Marwari bania will tell you, that’s a net profit of more than 41 Million Dollars a day. Yup, about 1.7 Million Dollars an hour.
Thats Guerrilla Marketing for you. Pardon the not knowing who the real guerrillas are.