Business of Emotions

Under the Guidance of

Dr. Sudhir.M

Presented by,

Jolita Rita Rebello

Mahesh Wadde

Introduction

• Emotions.

• Two Reasons of Purchase.

• Indian Consumers.

Three Ways to do Business

• Rational Way

• Emotional Way

• 50:50 Way

The Wave of Emotional Appeal• Emotions are the new mantra of branding.

Examples:

- Maggi: 2 minute mein khushiyan.

-Hippo: Mom made munchies.

-Raymond: The complete man.

-Fair and Lovely: Beauty that empowers a

women to change her destiny.

-HDFC: Sir utha ke jiyo

Logic v/s Emotions in Sales, Marketing and Advertising

• Buying Decisions.

• Boring.

• Laundry Detergent Category.

• Emotions Influence Sales.

Steps to Build Emotional Attachment of the Consumers Towards the Brand

• Use Single and Strong Idea

• Infuse Personalities into Stories

• Stability

• Sustainability

• Security

Emotional Branding helps Retailing• Set the Right Mood

• Use Imagery to Reinforce Taste

• Show the Product

• Tell a Story

How Emotional Brands build Store Loyalty• The Challenge

• Strategic Response

• Communication

• Wider Reach

How Marketers Use Emotional Appeal and HowSuccessful they have been?

• Old Spice.

• Continental Airlines.

• Lowe

• NPO

Emotional Attachment drives Brand Loyalty

• Brand Loyalty Inspires Repeat Purchase.

• Creating and Engaging Marketing Strategies.

Ex: Toyota and BMW Racing Games.

Can Emotions Overpower Logic?

• Subliminal Effect.

• Positive and Negative Emotions.

• Emotional Benefit out of Advertisement.

Conclusion