How do you take on the leader in the marketplace with one tenth the budgets ?

The story goes back to 90s.

Computer education was booming.

NIIT was the leader.

I was heading marketing at Datapro an upcoming IT education company.

NIIT was splashing money in national mass media .

We had maybe one tenth the budgets.

Could not take on the leader on their ground.

I chose guerrilla marketing strategy.

Converted the area around the education branch into a war zone.

Undergraduate students were the TA.

Aimed 5x times the exposure of the leader in the local war zone.

Business jumped .

We did give NIIT a good fight.

Never take a leader on their battlefield.

You will be crushed.

Create your own battleground.

At heart of marketing is strategy,

At heart of the marketing strategy is the customer.

What creates magic is passion.