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By,R Karthik09AD17

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Types of Experiences:

(SENSE) Sensory experiences

(FEEL) Affective experiences (THINK) Creative cognitive experiences

(ACT) Physical experiences, behaviours and lifestyles

(RELATE) Social-identity experiences that result from relatingto a reference group or culture

Experience Providers:

Communications Visual and Verbal identity

Product Electronic media

Experiential Marketing

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Traditional Marketing

Traditional

Marketing

Methods are

analytical,quantitative and

verbal

Customers are

rationaldecision-makers

Narrow definition

of product category

and competition

Features and

benefits

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Experiential Marketing

Experiential

Marketing

Methods are

wide-ranging

Customers are

rational and

emotional animals

Consumption is a

holistic experience

Customer

Experience

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Brand Experience

Road Shows

Field Marketing Sampling

Exhibitions

Sponsorship activation

Motivational EventsNetwork and Internal

Communications

Business Presentations

Product Launches

Hospitality

Conferences and SeminarsAwards Ceremonies and

Parties

Incentive/Reward/Loyalty

Trips

Components of EM..

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Primary Objective:

To determine the importance of Experiential Marketing in MarketingCommunications.

Secondary Objectives:

To find the top three factors that influence purchase of shampoo.

To determine the impact of celebrity endorsement and advertisement

on purchase decision. To determine the preference of consumers based on the type of usage.

To determine Activities, Interests and Opinions of the consumers.

OBJECTIVE OF THE STUDY..

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The study determines the importance of experiential

marketing in marketing communication which willfacilitate the companies to communicate clearly.

Understanding the customers tastes and preferences

will improve product offerings by a companyCompanies can deliver values based on the customer

expectation

SIGNIFICANCE OF THE STUDY..

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RESEARCH METHODOLOGY ..

ResearchDesign

Descriptive Research

Sampling

Target Population : Students, Employees and Housewives

Sampling Method : Judgemental SamplingSample Size : 100

Datacollection

Primary data - Questionnaire

Tools Used

Percentage Analysis Cross TabulationIndependent Sample 't' Test Anova

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Experiential marketing plays a vital role in MarCom

Top three factors that influence purchase of shampoo:

1.Measurable Functional benefits,

2. Fragrance

3.Easy availability of sachets

Male - Measurable functional benefit

Female - Fragrance

FINDINGS..

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Female respondents believe in celebrity respondents more

compared to male respondents. Male respondents dont like western style compared to

female respondents

There is no association between gender and type of usageof the shampoo.

Female respondents prefer shampoo having good variety.

FINDINGS (CONTD)..

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Listen to the customer

Create platform for customers to talk about yourbrand

Give importance to experiential benefit than

aesthetic benefits.

Promote your brand according to various customer

groups opinion and interest.

SUGGESTIONS

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Brad Back & Dan Bowens. (2009). The Five essential Es

to Experiential Marketing. Journal of MarComVolume-2,Issue-2.

Lenderman, M. (2006). Experience the Message. New York:Carroll & Graf Publishers.

Pine It B. Joseph and Gilmore, James H., "Welcome to theExperience Economy" Harvard Business Review,

July/August 1998, pp. 97-105 Raymond Pettit, William Cook, Dan Belmont & Inna

Sokolyanskaya. (Jan 2008). Experiential Marketing: AMaster of Engagement.

REFERENCES

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Thank You!!