The purpose of this paper is to establish how sales are propelled when consumer spending level falls. Design/methodology/approach – Case study together with deductive research approach was used. Findings – While conventional marketing strategies did little to enhance sales, Geiz‐ist‐Geil was found to be very helpful in sustaining sales levels when consumer spending levels were plummeting.
Theoretical literature on marketing strategy is silent on the use of non‐conventional marketing strategy. Geiz‐ist‐Geil strategy is found to be useful in propelling sales. There is an urgent need to put greater focus on non‐convention marketing strategies. In addition, practitioners need to look beyond the confines of the 4Ps strategy. There is a need for managers to adopt non‐conventional strategies. Originality/value – Contrary to previous theoretical literature, where it is conspicuous by its absence, the use of non‐conventional marketing strategy (i.e. Geiz‐ist‐Geil strategy) is emphasized in this study.
