Experimental marketing: Building customer associations

Type :

Theses

Pages :

60 pages

Format :

.doc

Published date :

05/09/2009

Category :

Business & market

Sub category :

Marketing

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Summary :

Introduction
Experimental marketing
Conquering with concepts
Branding is dead, experience is everything
Experiential marketing concept in detail
Applying the concept of experiential marketing
Experiential marketing in the Indian context
7 As of marketing experiences
Using experiential marketing
The need of experiential marketing
History of experiential marketing
A CEM framework
Experimental marketing at store level
Experimental marketing - Building customer association
Differences between experimental marketing and traditional marketing
The levels and the 4 P's of marketing
Criticism of marketing
Marketing strategy
Strategic marketing models
Expenses of experimental marketing
Los Angeles CA - Market wire
Success through experiential marketing
Attractive packaging from Coca-Cola
Hewlett-Packard's three pillars of holistic service
Experiences drive B2B branding
Suggestions and conclusions

Abstract

Experiential marketing uses brand relevant experiences to engage key audiences while creating a forum where these audiences interact with a brand. It involves high levels of interactivity and sensory impact and seeks to elicit an emotional response the target through a more personal level of engagement than other media. After economic reforms, marketing has changed the entire consumer behavior; it has intensified more competition in brands. Now we are in net revolution. We have left behind traditional marketing concepts. Earlier we were using product, feature based brands to induce consumers. Now we have new differentiator in marketing. This is called experimental marketing. This new marketing mix is trying to bring brands to life through experience. Experiential marketing is to stimulate in active manner, to engage consumer in a personal life experience, to allow them to be receptive with the brand in a personalized environment. Experiential marketing is to create and add the value of life; they are to be involved in the product development process. We have seen lots of marketers doing these experiments like Indica, Pepsodent, NIIT, Pepsi, Dishnet. Experiential marketing is also about choosing customers, selling your dreams. Here a dream is not a product it is about experience. Take the case of PEPSI; they are in the business of creating experiences for consumers through events, placement of visicoolers, etc. Experience marketing is has a mind shift approach in its delivery system. It also has creative rules and a frame work. It has to be viewed scientifically.