Yes, it is the new entrant among the "Concepts of Marketing"..."Submarine Marketing" as the name signifies, it takes the route through the secretive BTL; and get directly into the usage place of the product.... (in the hands of the end consumer).
The main objective is to give a secretive in hand experience to the end consumer; and then changing his/her purchase preferences.
Once it is operated in a specific market area, the product replaces the competitors' product in the end consumers' house, without even going through the eyes of competitors, channel partners, retailers, and any public communication medium.
Benefit of this Concept : Acting upon this concept, wont even let the competitors to sense the marketing of your product; forget about their instant reactive strategies.....
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