Sensory marketing

Type :

Presentation

Pages :

39 pages

Format :

.doc

Published date :

01/20/2009

Category :

Business & market

Sub category :

Marketing

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Summary :

Introduction.
Sensory marketing presentation.
1. Definition.
2. History.
3. Theoretical approaches.
4. Categorisation.
5. Studies.
Sensory marketing: Real effectiveness or artifice?
1. Why do the stores invest in the senses?
2. The dramatization of the place of sale.
3. Impact on the consumer.
4. Regulators.
5. Do the senses really lead to more sales?
Constraints and limits of sensory marketing at the point of sale.
1. Legal constraints.
2. The interpretation of smells.
3. A problem of ethics.
4. Is sensory marketing a means of misleading the consumer?
What is the future for sensory marketing?
1. A practise in the process of generalization.
2. From the top-end to the discount.
3. An evolution towards experiential marketing.
4. Sensory marketing on the Internet: the case of the sense of smell.
Discussions with professionals.
Recommendations.
Conclusion.
Bibliography

Abstract

Today's companies experience more difficulties in differentiating themselves from their competitors, consumers are increasingly volatile and the product itself is no longer enough to satisfy them. In this context, sensory marketing has developed and has shown its advantage as far as signs are concerned. sensory marketing is a new form of marketing which solicits one or more of the five senses of the consumer to create a purchase ambiance and to emphasize a product. The senses of the consumer are awakened to make him go through a pleasant and lucid experience. Because of its success with purchasers, sensory marketing is defined as a true trend which proposes an alternative to mitigate the insufficiency of traditional marketing. With this observation, one is entitled to wonder as to whether, in the years to come, sensory marketing will remain a simple trend or if it can develop and affirm itself as an entirely different and durable marketing model. To answer this question, I chose to divide my reflection into 4 axes: first of all a detailed description of sensory marketing, then an analysis of the real effectiveness of this marketing, thirdly a study of its constraints and limits, and finally, an analysis of the possibilities of its development. sensory marketing solicits the senses of the consumer to seduce him/her by increasing his/her well being. It promotes the link between the sign and its customer. It can be product oriented (applied to the product) or point-of-sale oriented (applied to the stores).