Download - SENSORY BRANDING(06)

8/7/2019 SENSORY BRANDING(06)

1/14

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


2/14

SENSORY BRANDING :- THE 5 SENSES


3/14

Mostseductivesense

Oftenoverrulestheothersenses

INTRODUCED IN SAN BERMARDINO,CALIFORNIA

--- BY Dick & MacMcdonald

A UK BASED COMPANY,1940

Im lovin it


4/14

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


5/14

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 %)


6/14

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


7/14

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


8/14

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


9/14

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


10/14

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


11/14

Skinisthelargestorganinthe bodyAlertsustoasenseof well beingor pain

Textureof productsandexperiences

MANUFACTURED BY AMERICAN TOY COMPANY

MATTEL,INCLAUNCHED IN MARCH 1959

CREATED BY RUTH HANDLER


12/14

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


13/14


14/14