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8/7/2019 SENSORY BRANDING(06)
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BRAND :-
AN IDENTIFYING SYMBOL,WORD,MARK THAT DISTINGUISHES A
PRODUCT OR A COMPANY FROM THE OTHER.
SENSORY :-
ABILITY TO TAKE IN INFORMATION THROUGH THE FIVE SENSES OR
TRANSMITTING IMPULSES.
SENSORY BRANDING :-
PURPOSEFUL DESIGN & DEPLOYMENT OF THE INTERACTION BETWEEN
THE SENSES IN ORDER TO STIMULATE A CONSUMER BEHAVIOUR ON
PRE & POST PURCHASE FOR A PARTICULAR BRAND.INCLUDING CO-ORDINATION,ATTENTION,AROUSAL
& AUTONOMIC FUNCTION OF RECOLLECTING THE PERCEPTION ABOUT
THE BRAND OR LEVERAGING THE SENSES WHEN BUILDING BRANDS.
TO DEVELOP A MORE TANGIBLE & MEMORABLE IMAGE & PERCEPTION
OF THE BRAND
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SENSORY BRANDING :- THE 5 SENSES
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Mostseductivesense
Oftenoverrulestheothersenses
INTRODUCED IN SAN BERMARDINO,CALIFORNIA
--- BY Dick & MacMcdonald
A UK BASED COMPANY,1940
Im lovin it
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BARBIQUE RESTURANT & CAR HOPE SERVICE
BURGER KING & SUBWAY FASTFOOD
LAUNCHING FAVOURITE MENU ITEMS TIME TO TIME
VARIOUS HAPPY MEALS COMBO
McDonalds CHARACTER
ADVERTISING JINGLES
INCLUDES LATTES WITH CAPPUCCINOS & MOCHAS AREADDED TO THE MENU.
MASS SEGMENTATION
URBAN MARKET
FAMILY-CENTRIC & CHILD-CENTRIC
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Sweet, salty, souror bitter
Hardtointroduce buthighlyeffective
WHY GROW UP!
INDIA BASED COMPANY
COMPANY NAME :- PARLE AGRO PVT. LTD.
PRESENT INTO :- BEVERAGES,WATER,SOFTDRINK,SNACKS
LAUNCH RECTANGULAR TETRA PACK IN 1984
MARKET SIZE :- 300 Cr(FOR FOOTI ITS 80 %)
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TROPICANA
MAAZASLICE
REAL
JUMPIN
MANGOLA
NO ADDED SUGAR
NO ADDED FLAVOURSMASS APPEALING ADVERTISEMENT
STRONG STORY LINE TO CO-RELATE
PROMOTIONAL CAMPAIGN
ALTERNATE TO COLA DRINKS
MASS SEGEMENTATION
BY AGE,EDUCATION-COLLEGE GOERS,HABBIT OR UTILITY
YOUTH SEGMENTREFRESHMENT PLACES & THEATRES
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Connected to moodOnly 4% of Fortune 500 brands
use sound online
KARLO DUNIYA MUTHI MAIN
FOUNDER :- SHRI DHIRUBHAI H AMBANI
SET UP IN 1999
MARKET VALUE :- 1200 Cr
ANIL DHIRUBHAI AMBANI GROUP
INDIA BASED COMPANY
FIRST IPO ,1977
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OUTDOOR ADVERTISEMENTS
PROMOTIONAL SCHEME
COMPETITIVE TARIFF
STRONG NETWORK : URBAN & RURAL
SERVICEWIRELESS TERMINAL
BROADBAND CONNECTION
MARKETING MIX
ALL EXISTING SERVICE PROVIDERS(CDMA & GSM)
HETROGENOUS MARKET
URBAN & RURAL
UNFOCUSED MARKETING STRATEGY
PRODUCT MODELS
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Strongly influences taste
10,000 times more sensitive than taste
2MINUTES NOOODLES
FAST TO COOK,GOOD TO EAT
SWITZERLAND BASED COMPANY,1866
NESTLE INDIA PVT.LTD.
FOUNDED BY CHARLES A & GEORGE P
HOST : INDIA
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TOP ROMANS
HAKKA NOODLES
SMITH & JONES
READY IN TWO MINUTES
CONTAINS LESSER FAT THAN ITS COMPETITORS
AFFORDABLE PRICES
VARIETY OF TASTE
EASY AVAILABILITY & EASY TO CARRY(FOOD)
CONVENIENCE PRODUCT
MASS SEGEMENTATION
BY AGE,EDUCATION-COLLEGE GOERS,HABBIT
OR UTILITY
YOUTH SEGMENT
REFRESHMENT PLACES & THEATRES
WORKIN WOMEN AND THEIR CHILDREN
EATING HABBIT & LIFESTYLE
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Skinisthelargestorganinthe bodyAlertsustoasenseof well beingor pain
Textureof productsandexperiences
MANUFACTURED BY AMERICAN TOY COMPANY
MATTEL,INCLAUNCHED IN MARCH 1959
CREATED BY RUTH HANDLER
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MONOPOLY MARKET
SELF ESTEEM
GLAMOUR
SENSE OF ADVENTURE
BRAND AMBASSADORS TO LINK WITH TARGET CUSTOMERSADVERTISEMENTS
MORE OF TRADITIONAL TOYS FOR INDIA
PRODUCT LINE : LIP GLOSS,FINGER NAILS,RINGTONES,ETC
PACKING
URBAN MARKET
LIFESTYLE
SELF ESTEEM
YOUNGER GIRLS
AGE :- 6 TO 12
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