Punit PGDM-80
Transcript of Punit PGDM-80
8/3/2019 Punit PGDM-80
http://slidepdf.com/reader/full/punit-pgdm-80 1/52
1
SEMOITIC AND SENSORY MARKETING
A PROJECT SUBMITTED IN
PART COMPLETION OF
POST GRADUATION DIPLOMA IN MANAGEMENT
To
THAKUR COLLEGE OF MANAGEMENT STUDIES AND
RESEARCH
By
PUNIT POPAT
UNDER THE GUIDANCE OF
PROF APARNA KHARE
TIMSR
BATCH 2007-2009THAKUR INSTITUTE OF MANAGEMENT STUDIES & RESEARCH
KANDIVALI (E)
MUMBAI-400 101
8/3/2019 Punit PGDM-80
http://slidepdf.com/reader/full/punit-pgdm-80 2/52
2
CERTIFICATE
This is to certify that the study presented by Punit Popat to Thakur
Institute Of Management in part completion of Post Graduation
Diploma in Management in Semiotic & Sensory Marketing has been
done under my guidance in the year 2007-2009
The Project is in the nature of original work that has not so far been
submitted for any other course in this institute or any other institute.
Reference of work and relative sources of information have been given
at the end of the project
Signature of the candidate
Punit PopatForwarded through the Research Guide
Signature of the Guide
Prof. Aparna Khare
8/3/2019 Punit PGDM-80
http://slidepdf.com/reader/full/punit-pgdm-80 3/52
3
ACKNOWLEDGEMENT
I would like to take this opportunity to express my sincere gratitude
and regards to Dr. M.A .Kohojkar (Director, TIMSR) for giving me the
opportunity and honour to prepare my final project on “Semiotic and
Sensory Marketing”. I am extremely grateful to my project mentor Prof
Aparna Khare for his excetional guidance, support, analytical approach
and critical appreciation that helped me immensely while preparing my
final project report. Working under him was a knowledgeable
experience.
I would also acknowledge the library in charge and Computer lab in
charge for the generous support and guidance in the preparation of this
project report.
8/3/2019 Punit PGDM-80
http://slidepdf.com/reader/full/punit-pgdm-80 4/52
4
Executive Summery
This paper highlights the benefits of simple, user-friendly and culture
sensitive “SEMIOTICS AND SENSORY MARKETING” approaches as key to
accessing the complex world perceptions, thereby obtaining a better understanding
of consumer’s emotional, cognitive and behavioral response to sensory stimuli.
Traditional Advertising is no longer enough to get attention of consumers. In
an attempt to lure consumers, marketers are trying to catch their attention through
sight, sound, taste, touch and smell .Our senses interact with each other and borrow
from each others expertise in satisfying needs, or emotional language, meanings,
vocabulary. Each sense has its own dynamics and uses a ‘language’ and system of
signs, which to a certain extent has a universal quality but also takes on culture-
specific meanings
Semiotics is the science of signs .It includes words, gestures, pictures and
logos which help to connect and resemble a product because they share some
property. It even helps in developing ‘new connections’ between products and
benefits. The meaning of signs is learned early in life as a result of generalacculturation of a person. Marketers must be alert to the use of symbols and how the
target market will interpret them. Semiotics has the most prominent application in
‘Positioning’ of brands. Brands are less about ‘stuff’ than about meanings and
emotions they trigger in hearts and minds of the consumers. It can help to identify
ways to translate consumer insight into design pattern which results into ‘Product
Differentiation’. By providing a detailed picture of the symbolic nature of a product
and its environment, semiotics can widen the scope of marketing and offer new
ideas to make a brand more successful.
8/3/2019 Punit PGDM-80
http://slidepdf.com/reader/full/punit-pgdm-80 5/52
5
Objectives
This project is a modest attempt at studying the structure and framework of new
marketing strategy which concentrate on sign & senses.
1. To study Semiotics as a marketing tool.
2. To study importance of Sensory marketing.
3. To study importance of different sensory marketing taking example of
different commercials.
4. To formulate and suggest effective marketing strategies to adopt in order to
work out winning strategies for branding and positioning.
Main aim is to learn different marketing strategy, which can enhance a firm’s growth
and which give an innovative approach for the same.
8/3/2019 Punit PGDM-80
http://slidepdf.com/reader/full/punit-pgdm-80 6/52
6
CONTENT LIST
Sr. No Topic Page No
1 Introduction 1
2 Semiotic Marketing 2
3 Sensory Marketing 10
Visual
Auditory
Olfactory
Gustative
Tactile
4 Branding Through Senses 40
5 Blend Between Semiotic & Sensory Marketing 42
6 Conclusion 43
7 Future 45
8 Bibliography 46
8/3/2019 Punit PGDM-80
http://slidepdf.com/reader/full/punit-pgdm-80 7/52
7
Introduction
'Products are made in the factory, but brands are made in the mind (- Walter
Landor).Research has proven that the crucial question for every marketer is how to
increase ROI!
Sensory marketing deals with stimulation of active senses. It addresses the
conscious as well as sub-conscious levels which evoke memories and feelings. It
impacts consumer’s awareness, interest, trial, purchase and repurchase. It imparts a
unique sensory quality which plays an important role in helping it stand out from
the competitors, especially if the brand creates a unique association with the sense or
senses.
In a world where the impact of traditional advertising is diminishing by the
minute, marketers can no longer compete by simply relying on what consumers see
and hear. To be successful, brands will need to incorporate a new form of messaging
which encompasses all five senses. This will allow you to reach people on a more
emotional level and build customer loyalty.Brand guru Martin Lindstrom, together
with an international team of more than 600 researchers has undertaken agroundbreaking two year study to determine the future of branding. The American
Advertising Research Foundation has called BRAND sense "the first branding
revolution in thirty years". Brands can achieve enhanced consumer loyalty by taking
all the senses into consideration
Sensory branding Establish compelling and distinctive emotional connections with
your customers to drive profitable growth. Successful brands such as BMW, Coca-
Cola, IKEA, Bang & Olufsen, Volvo, Siemens do differently through sensory
branding.
8/3/2019 Punit PGDM-80
http://slidepdf.com/reader/full/punit-pgdm-80 8/52
8
Semiotic Marketing
Semiotics is a philosophical approach that seeks to interpret messages in
terms of their signs and patterns of symbolism. The study of semiotics, or semiology
in France, originated in a literary or linguistic context and has been expanding in a
number of directions since the early turn-of-the century work of C.S. Pierce in the
U.S. and Levi Strauss and Ferdinand Saussure in France. As an approach to
communication which focuses on meaning and interpretation, Semiotics challenges
the reductive transmission model which equates meaning with 'message' (or
content). Signs do not just 'convey' meanings, but constitute a medium in which
meanings are constructed. Semiotics helps us to realize that meaning is not passively
absorbed but arises only in the active process of interpretation.
The semiological approach suggests that the meaning of an advertise, does
not float on the surface just waiting to be internalized by the viewer, but is built up
out of the ways that different signs are organized and related to each other, both
within the advertise and through external references to wider belief systems. More
specifically, for advertising to create meaning, the reader or the viewer has to do
some 'work'. Because the meaning is not lying there on the page, one has to make an
effort to grasp it. Anthony Wilden has observed that 'all language is communication
but very little communication is language’ increasingly visual age, an important
contribution of semiotics from Roland Barthes onwards has been a concern with
imagistic as well as linguistic signs, particularly in the context of advertising,
photography and audio-visual media.
8/3/2019 Punit PGDM-80
http://slidepdf.com/reader/full/punit-pgdm-80 9/52
9
Key Elements
1. Signifier and signified
A sign can be a word, a sound, or a visual image. Saussure divides a
sign into two components--the signifier (the sound, image, or word) and the
signified, which is the concept the signifier represents, or the meaning.
As Berger points out, the problem of meaning arises from the fact that the
relation between the signifier and the signified is arbitrary and conventional. In
other words, signs can mean anything we agree that they mean, and they can mean
different things to different people. Given the nonverbal nature of the "1984"
commercial, it might be expected that the complex sign system in the commercial
might produce a variety of meanings.
SIGNIFIED
SIGNIFIER
8/3/2019 Punit PGDM-80
http://slidepdf.com/reader/full/punit-pgdm-80 10/52
10
2. Iconic, Symbolic and Indexical
Pierce categorized the patterns of meaning in signs as iconic, symbolic and
indexical. An iconic sign looks like what it represents--a picture of a dog, for
example.
The meaning of a symbol, like the flag or the Statue of Liberty, is determined
by convention--in other words, its meaning is arbitrary; it is based upon agreement
and learned through experience. Language uses words as symbols that have to be be
learned; in Western languages there is no iconic or representational link between a
word and its signified concept or meaning.
An indexical sign is a clue that links or connects things in nature. Smoke, for
example, is a sign of fire; icicles mean cold.
Visual communication,--including video forms--uses all three types signs.
Because of the essentially nonverbal nature of the "1984" commercial storyline, it is
particularly rich in complex visual signification. Most signs operate on several
levels--iconic as well as symbolic and/or indexical, which suggests that semiotic
analysis may be addressing a hierarchy of meaning in addition to categories and
components of meaning.
3. Denotation & Connotation
Denotation refers to the literal meaning of a word, the "dictionary definition.
Denotation is the specific, literal image, idea, concept, or object that a sign refers to.
Connotation, on the other hand, refers to the associations that are connected
to a certain word or the emotional suggestions related to that word. Connotation is
the figurative cultural assumptions that the image implies or suggests. It involves
emotional overtones, subjective interpretation, socio-cultural values, and ideological
assumptions.
8/3/2019 Punit PGDM-80
http://slidepdf.com/reader/full/punit-pgdm-80 11/52
11
Example
Stop Sign
Denotation— Stop (even without words, we recognize the meaning from
the shape and color)
Connotation—Risk (accident or ticket)
Health club ad
Denotation— fit person in foreground --> you could look like this
Connotation—fit person in background --> you could pick up a date like
this in our club
4. Myth (Mythology/Ideology)
The set of beliefs required to decode meaning is often called mythology or
ideology. These are generally social, moral, and political belief systems that are
culturally constructed.
Advertisers attempt to attach products to cultural myths within our society.
Bignell states that “To possess the product is to ‘buy into’ the myth and to possess
some of its social value for ourselves” (Bignell 2002).
Buy using semiotic analysis we are able to identify the attempts to link to these
myths. It helps us understand how products are linked to these cultural myths, and
how they normalize some myths which may be obscene to some, or just untrue.
Bignell states that often “Advertising has been critiqued as one of the social
institutions which perform this function of nasturalizing dominant ideologies in our
culture” (Bignell 2002).
8/3/2019 Punit PGDM-80
http://slidepdf.com/reader/full/punit-pgdm-80 12/52
12
Allure Of Semiotics
The first is that our common sense thinking about language and other forms of
representation has been overtaken by the evolution of culture and
technology. Semiotics helps us to catch up and regain control.
Language and other forms of representation follow: useful tools or
envelopes for transferring thoughts/meanings from one individual to
another. This model, although we still live by it, is transparently
nonsensical in today’s multicultural world of all-pervasive
communications. Semiotics has become the study of anything that
communicates or can be used in communication.
Instead of being the unwitting captives of our systems of classification and
representation, semiotics grants us an awareness of how they function—an
ability to map, decode and recode the universe of signs and messages that
we inhabit.
The signs that shape us, express us and, increasingly, constitute our reality
(active signs, the signs of semiotics) are now very much here.
Semiotics can be used to analyze any aspect (or all aspects) of the brand
mix that communicate the brand to the consumer: e.g. advertising,
packaging, retail outlet design, POS, merchandising, customer service
initiatives etc.
This analytical work is not carried out with consumers but via expert
analysis directly applied to culture and communications—focusing on aspecified body of ‘texts’, be these ads, packs, press, TV programmers etc
8/3/2019 Punit PGDM-80
http://slidepdf.com/reader/full/punit-pgdm-80 13/52
13
Semiotics is coming to play an increasingly important role in marketers’
understanding of consumer cultures and subcultures—no-go areas,
opportunities, new markets and cross-cultural harmonization. The
methodology is also extensively used in decoding competitive
communications (and evolving new communication strategies) in a
rapidly changing cultural context, e.g. in advertising and packaging.
Semiotic analysis brings a number of important client benefits:
a) Cultural awareness is making the most of your brand within
Specific cultural contexts.
b) Deeper insight into the inner workings of category communications
which includes understanding your competitors better than theyunderstand themselves.
c) Understanding brand tone of voice and ‘body language’—the
unconscious meanings expressed by the form of communications.
d) Evolutionary understanding: How are the unwritten rules (codes)
of category communications changing over time and where are they
heading?
e) Learning what the consumer can’t tell you—expert analysis of
unconscious cultural patterns that are shaping consumer response.
Any brand is based on an evolving mass of hidden meanings and
associations—a largely unconscious universe of language and
assumptions shared by producers and consumers of messages that
make up the brand mix.
Semiotic analysis brings these meanings and associations to the
surface and assesses the direction and pace of cultural change across
time. The hidden part of the iceberg is a brand’s ‘cultural unconscious’
made up of associations, similarities and significant differences.
8/3/2019 Punit PGDM-80
http://slidepdf.com/reader/full/punit-pgdm-80 14/52
14
Most Productive Area Of Semiotic Marketing
Semiotics so far, at the Added Value Company and elsewhere, founded that
this methodology is particularly productive in four types of projects
Positioning
a) Analysis of the competitive and cultural context
b) Assess pace and direction of change in culture and
communications
c) Identify gaps and opportunities
d) Ideas for updating representation/execution of typical brand
codes and equities
e) Identify executional codes for communicating new positioning
in competitive context
PositioningCommunication
Strategy
Market EntryConcept
Stretching/Enrichment
SemioticMarketing
8/3/2019 Punit PGDM-80
http://slidepdf.com/reader/full/punit-pgdm-80 15/52
15
Communication Strategy
a) For ads, packs leaflets etc.
b) Competitive and cultural context analysis
c) Assess direction and pace of change (in category and cultural
codes)
d) Identify best codes to harness or break
Market Entry
a) In depth analysis of local cultural context
b) Positive features and no go areas
c) Analysis of communication codes
d) Emergent codes—in culture and category communications
e) NPD gaps and opportunities
Concept Stretching/Enrichment.
a) Cultural research to deconstruct a particular concept area then
expand
b) ideas and images associated with it
c) Mining popular culture for new ideas and metaphors
d) Generate recommendations for breaking out of the box of
conventional
e) positioning areas
f) Develop stimulus material for research.
8/3/2019 Punit PGDM-80
http://slidepdf.com/reader/full/punit-pgdm-80 16/52
16
Sensory Marketing
According to Rieunier (2002), the sensory marketing approach tries to fill in the
deficiencies of the “traditional marketing” which is too rational.Classic marketing is
based on the idea that the customer is rational, that his behavior is broke up in
defined reasoned steps, according to the offer, the competition, the answer to his
needs.
By contrast, sensory marketing put the experiences lived by the consumers and his
feelings in the process. These experiences have sensorial, emotional, cognitive,
behavioural and relational dimensions, not only functional. It aims to create the
adequacy of the products with their design and their packaging, and then to valorise
them in a commercial environment to make them attractive. There, the consumer is
behaving according to his impulsions and emotions, more than his reason.
For many marketers (and consumers), the affectivity, perception and pleasure are
more important than the price, since many products are now technically similar:
they have to be differentiated in another way. In the catering marketplace, this point
is highly true. What can differentiate two bakeries, two pizzerias? The good taste ofthe product is not enough: the surrounding, the sensation of pleasure created by
stimulating the senses of the consumer will give a competitive advantage.
Sensory perceptions are unique to each of us, as memories are. We experience
powerful stimulations from them. The opportunity of brand building by leveraging
the five senses is wide open. Brands are hovering in the wings, as an audience of our
highly receptive senses sits in a darkened theatre, anticipating a marketing show that
hasn't yet begun. Few companies have integrated their brand-building strategies to
appeal to all the senses. This is probably the case for two reasons: not all media
channels are able to connect with each of the five senses, and we really don't know
how to handle the phenomenon of total sensory appeal.
8/3/2019 Punit PGDM-80
http://slidepdf.com/reader/full/punit-pgdm-80 17/52
17
Kotler (1973) had already mentioned the need for brands to position them differently
that according to the price or the assortment. He started to explain the influence of
the point of sales physical environment on the behaviour of the customers and gave
a definition of the atmosphere as “the creation of a consumption environment that
produces specific emotional effects on the person, like pleasure or excitation that can
increase his possibility of buying”. He considered the creation of this atmosphere as
the most important strategic way of differentiation for retailers.
According to Rieunier (2000), the components of atmosphere are:
Visual factors
o Colours of the surrounding
o Materials
o Lights
o Layout (space, cleanness)
Sonorous factors
o Music
o Noises
Olfactory factors
o Natural smells
o Artificial smells
Tactile factors
o Materials
o Temperature
Gustative factors
o Sampling
8/3/2019 Punit PGDM-80
http://slidepdf.com/reader/full/punit-pgdm-80 18/52
Then, music has been introd
as in the point of sales. To
background, and 99% of adv
blind-test appeared in the 70’
and more able to modify the
consumers. The use of smells
first artificial smell in the 90’s
is still growing up and is getti
Today, marketers understoo
message. Applied to the cater
is the core activity.
0
10
20
30
40
50
60
70
Tactile Visual
ced, in commercials (with the apparition
ay, there is no point of sales without
ertising is focused on what we see and h
s: thanks to scientific advancement, brand
savour of their products and to adapt it t
is the latest technique to reach the consu
to the new USB “smell-printer”14, olfactor
ng more and more used.
that the more senses you appeal to, the
ing marketplace, appealing the senses of th
Auditory Olfactory Gustative
Importance
18
of TV spots)
usic in the
ar. The first
s were more
the taste of
er: from the
y marketing
stronger the
e consumers
Importance
8/3/2019 Punit PGDM-80
http://slidepdf.com/reader/full/punit-pgdm-80 19/52
19
Sense : Any of the faculties, as sight, hearing, smell, taste, or touch, by which
humans. And animals perceive stimuli originating from outside or inside the body.
Sensory marketing: Marketing techniques that aim to seduce the consumer by
using His senses to influence his feelings and behavior.
Sensory Marketing is an effective marketing application
measures and explains consumer emotions
spots and capitalizes on new market opportunities
maximizes product profitability
ensures first and repeat purchase
Ensures long-lasting product success
8/3/2019 Punit PGDM-80
http://slidepdf.com/reader/full/punit-pgdm-80 20/52
20
Visual Marketing
Sight is the most used sense in marketing, as it is the most stimulated by the
environment. The choice of colours and forms in the conception of a product, the
layout of a point of sale, the realisation of promotion campaign are key factors of
success (or failure), well understood by marketers.
Colours and shapes are the first way of identification and
differentiation. Many brands are associated to a specific colour,
then it is memorised more easily in the consumers’
unconscious: Coca Cola is red, Kodak is yellow… The company
can be identified even tough the customer didn’t see the name!
According to memory retention studies, consumers are up to 78% more likely to
remember a message printed in colour that in black and white15. In the food and
beverage industry, the impact of colours is obvious and sharply defined.
Good packaging using bright colours and clean designs mesmerizes people,
captivating them and enhancing their brand relationship. Unmistakable Absolute
Vodka, Apple iMac (Apple has managed to built a brand so delicious you want to
take a bite!), and Gillette razors are brands that are focused on constantly
introducing the fresh shapes and sensory experiences that consumers appreciate.
The sight is the most solicited sense because it is the most stimulated by the
environment. The choice of the forms and the colours during the phase of product
creation, selling space and advertising campaign is a key factor of success.
Inside the shops, promotional videos and videos related to the products andenvironment of the firm is a concrete example in the recent evolution of visual
marketing.
Food images are powerful marketing tools deserves to be mentioned. In the Oxford
study that pictures of chocolate triggered areas of the brain associated with addiction
8/3/2019 Punit PGDM-80
http://slidepdf.com/reader/full/punit-pgdm-80 21/52
21
when viewed by chocolate cravers, the researchers also examined the response to
actual chocolate with and without images. Combining the sight and taste of
chocolate produced a stronger reaction in both cravers and non-cravers, than either
separately. This suggests that seeing the food we eat, plays a key role in enjoying its
taste.
The following statement sums up the characteristics of each colour and their impact
on
consumer behavior
Red
Highest stimulation hue:
strong excitation power.
Red increases the pulse
and heart rate, as it raises
blood pressure, and
stimulates appetite.
Really popular in
restaurants as it increases
appetite.
However, due to its
exciting properties, red is
more likely to be used in
bars.
Orange
Orange is friendlier than
red, but still stimulateappetite and attract
attention, especially
among kids and teenagers.
Companies like Burger
King or Dunkin Donuts
use orange as main colour.
Pink
Sweet and appealing. The
perfect colour
for sweets.
Mainly used by candies
producers as Sweet’N
Low,
and sweet shops
Yellow
Comforting colour. It can
also mean tangy, creamy
or delicious connected to
aliments.
Popular hue for tea houses
or pastry shops.
8/3/2019 Punit PGDM-80
http://slidepdf.com/reader/full/punit-pgdm-80 22/52
22
Green
.
Meaning of refreshment
and nature. Connected to
vegetables, it is means
healthiness for the
consumer
Green is a delicate colour,
as if not used in the right
environment it is not
appealing but can be
repelling
Blue Associated with sea and
sky calmness, suggest
trust and serenity.
As blue icy hues refer to
purity and coolness, this is
the ideal colour for
products like bottled water
White
Sign of purity, cleanness
and coolness.
White is the basic colour,
as it brings out everything
else.
In a restaurant, white is
used everywhere the
customer expects for
cleanness
Black
On a packaging, black is
symbol of top-of range,
quality and sobriety.
As it is the darkest colour,
black is exclusively used to
As it is the darkest colour,black is exclusively used to
The light is also a major component of the environment. According to Rieunier
(2002), the differences come from the light source and its intensity: natural light, or
softened artificial one, will increase the well-being sensation and the time spent in a
point of sale. On the other hand, artificial and intense lights will increase customers’
dynamism.
In the food-industry market, this sense is one of the most important: the vision gives
the first impression of the quality, for the product as for the environment.
8/3/2019 Punit PGDM-80
http://slidepdf.com/reader/full/punit-pgdm-80 23/52
23
Color and Brand Identity
1. Color increases brand recognition
Examples:
Color influences brand identity in a variety of ways.
Consider the phenomenal success Heinz EZ Squirt Blastin'
Green ketchup has had in the marketplace. More than 10
million bottles were sold in the first seven months following
its introduction, with Heinz factories working 24 hours a day, seven
days a week to keep up with demand. The result: $23 million in sales
attributable to Heinz green ketchup [the highest sales increase in the
brand's history]. All because of a simple color change.
Apple brought color into a marketplace where color had
not been seen before. By introducing the colorful iMacs,
Apple was the first to say, "It doesn't have to be beige". The iMacs
reinvigorated a brand that had suffered $1.8 billion of losses in two
years. (And now we have the colorful iPods.)
2. Color Attracts Attention
Tests indicate that a black and white image may sustain interest for less
than two-thirds a second, whereas a colored image may hold the
attention for two seconds or more. (A product has one-twentieth of a
second to halt the customer's attention on a shelf or display.) People
cannot process every object within view at one time. Therefore, color
can be used as a tool to emphasize or de-emphasize areas.
8/3/2019 Punit PGDM-80
http://slidepdf.com/reader/full/punit-pgdm-80 24/52
24
Example:
A Midwestern insurance company used color to highlight key
information on their invoices. As a result, they began receiving
customer payments an average of 14 days earlier.
Marketers should follow the old maxim that “a picture is worth a
thousand words” - showing people a picture of a particular product
they crave bypasses conscious thought and directly activates the brain.
8/3/2019 Punit PGDM-80
http://slidepdf.com/reader/full/punit-pgdm-80 25/52
25
Case
As already mention, Orange is friendlier than red, but still stimulate appetite and
attract attention, especially among kids and teenagers. Clear aim of Mirinda is to
attract more and more people from age group of 12-30.
Mirinda is tried to brand or associate its product with orange colour, and hence they
came up with punch line “Orange Dekha To Mu Bola Mirind”. So they want there
target audience to recollect there product as soon as they see anything orange.
Such visual marketing can help Mirind to increase its recall rate. And Mirinda’sgood packaging & us bright colors and clean designs mesmerizes people, captivating
them and enhancing their brand relationship. Hence, Mirinda provide special,
unique and different shape to its 500 ml bottle.
Below advertise shows that how much, a girl is crazy about Mirinda that instead of
recognizing her mother first she is recollecting Mirinda by seeing orange color.
8/3/2019 Punit PGDM-80
http://slidepdf.com/reader/full/punit-pgdm-80 26/52
26
Doctors take out band from a
girl’s eye, after operation, to
check whether her vision is
back or not?
Same way her mother was
expecting to her “MA” from
her daughter mouth
But instead of noticing her
mother she first notice
ORANGE sari ware by her
mother
Happily she shout MIRINDA.
And in background sound plays
“Orange Dikha to mu bola
Mirinda….da……”
Advertise end with showing
new Mirinda orange and bottle
of Mirinda.
Girl first look at her father
who was hopefully looking at
her daughter & girl exclaimed
“PAPA”
8/3/2019 Punit PGDM-80
http://slidepdf.com/reader/full/punit-pgdm-80 27/52
27
Auditory Marketing
Sound evokes memory and emotion. A familiar birdsong floods you with
impressions of home; a hit song from your youth brings back the excitement and
anxiety of your teens. AOL stepped up to the plate by using a voice familiar to many
young Web users. Brittney fans discovered they can hear their
idol not only when experiencing CDs and videos but also when
launching AOL. Brittney lets you know, "You've got mail."
Kellogg's has also invested in the power of auditory stimulus,
testing the crunching of cereals in a Danish sound lab to upgrade
their product's "sound quality."
Living-brands transcend visual stimulations by adding extra-sensory elements to
encourage their recognition, enhancing their customer [people] relationship
experience.
Think of unique sounds for instance; the roar of a Harley Davidson engine (which
they have trademarked) conjures up power and is as recognizable as their logo. Not
to mention the unmistakable sound of Intel's catchy jingle, which has helped this
brand gain customer recognition across various media.
To use sounds is known in advertising: to associate music to a message is a good
way to make the consumer remember it. However, music is also important for
sensory marketing users, since researches underlined the impact of music on
behaviour, in a point of sale for instance.
The effectiveness of a selling environment depends on its capacity to manage thesubjectivity of the potential customer (Célier, 2004). Music is in every point of sale or
restaurant, and is an integrant part of the atmosphere, so are lightning or design, and
whatever its place (discrete speakers or video-clips in a big flat TV) has a role to play
in the customer perceptions.
8/3/2019 Punit PGDM-80
http://slidepdf.com/reader/full/punit-pgdm-80 28/52
28
Background music is the cheapest and the easiest factor of atmosphere to manage
(one button and it is off or a track is skipped, another one and sound is louder…),
but it is definitely not the less powerful. The power of music is in its capacity to
contextualize the different articles and support emotional states and poses (Gumperz
1977; DeNora 1986). Music aims to put customer in a state of mind corresponding to
the articles that are sold: play rock music in a guitar shop and the person will
imagine himself playing with what could be his future purchase.
Music can then, if connected to the product, be a way to act on the buying behaviour
of the customer. It is also proved that high volume music in a bar will increase the
consumption of the customers
Studies have been made to find what kind of music fits the best with the different
kind of places: for instance, classical music will increase the quality sensation of a
wine cellar (Areni & Kim, 1993) or a tea house (North & Hargreaves, 1996).
But music can also act on the “crowd management”, by influencing the time spent
inside by the customer. For example, according to two studies from Roballey & Ali
(1985) and Milliman (1986), a fast-tempo music will push the customer to leave
earlier.
In the other hand, a slow music played at low volume will increase the time and the
money spends inside. Same studies revealed also that clients will eat faster in
resturent, and consume less with a loud volume and fast tempo music. Another
research from Smith & Curnow (1966) revealed that in a point of sales, customer
adopts his walk speed according to the tempo of the music. Music offers a wide
range of possibility to the marketers to influence customer’s behavior and complete
the atmosphere to create a coherent sales environment.
8/3/2019 Punit PGDM-80
http://slidepdf.com/reader/full/punit-pgdm-80 29/52
29
EXAMPLE
The focus at Borders Books is aimed at maximising the amount of time people
stay in the store. On entering a Borders Book store you immediately get the
impression that you are invited to relax. The in-store music is designed to
maximise customer visit time. Research has shown that if shoppers stay
longer and travel more slowly throughout the store, they are likely to
purchase more.
“The tempo of the music at Borders Books is slow and relaxed. The tempo
of the music tended to alter customer perception of elapsed time in the store.
This finding supports Milliman’s study (1982) that found that the tempo of
music can effect shoppers’ pace of movement around the store. Shoppers and
sales associates indicated that the soothing nature of music also helped to
facilitate discussions about products and services.”
8/3/2019 Punit PGDM-80
http://slidepdf.com/reader/full/punit-pgdm-80 30/52
Case
Every airtel commercial inc
“Outlook Express-2006” awa
86%, that is most of the per
“Airtel Sound”.
This is a Auditory marketin
able to crate maximum awarea market leader.
This sound has added emo
recollection in mind o f custo
Airtel has a mix tempo of sl
people, where in music is si
variation in tones, which depi
And the below commercial is
Rehman.
udes a particular airtel tone. As per th
eness of airtel tone in 2-tier & 1-tier city i
on who here this sound can easily recog
by airtel, concentrating on auditory sen
ness, also this is one of the reason behind i
tional appel along with great awareness
ers.
w and fast music which apple to all clas
ple and still very attractive to the peopl
cts versatile feature of Airtel.
also depicting same message, which inclu
30
survey by
s more than
ize it as an
e airtel was
ts success as
and better
and age of
because of
es Mr. A.R.
8/3/2019 Punit PGDM-80
http://slidepdf.com/reader/full/punit-pgdm-80 31/52
31
AR Rahman tries to divert a
cranky kid’s attention by
playing the harmonica
On the way, Rahman picks up
a flutist and percussionist
and they jam. "Live in a
dream. Live in a hope. Let
the rhythm take control. Live
in this...
...day. Live the moment right
now.", go the lyrics. Passing by
a concert, all the musicians give
an improvised performance.
All through, the music is
transmitted over Airtel to the
recording studio.
Super: '16 states, 600 million
people.' MVO: "Airtel. Live
every moment
He calls up his recordist to
replay the tune. "It's nice.
You want to add something
more?", is the response.
8/3/2019 Punit PGDM-80
http://slidepdf.com/reader/full/punit-pgdm-80 32/52
32
Olfactory Marketing
Scientific studies have shown that 75 % of our emotions are generated by the smell.
This is maybe the reason why the use of smells in a commercial way is increasing
every day. The most famous technique of olfactory marketing in
the food industry is the use of artificial smells to appeal to
customers in the street, subway or supermarkets.
Paradoxically, there are only few studies in this field, in
comparison with researches on
visuals or sonorous stimulus. Researches on the smells started these last 15 years,
especially in the United-States, so many questions are still unanswered.
However, the impact of smells on customers’ behaviour has been definitely certified.
First, searchers proved the positive impact of a smell on the evaluation of a product
(Laird, 1935; Cox, 1969). According to Spangenberg, Crowley & Henderson (1996), a
pleasant smell influence positively the evaluation of the customer on a point of sale
(and some of its products), the intent of walk-through, of buying, as on the time
spent inside (real and perceived). But the precise olfactory characteristics that could
be at the origin of these influences are not yet determined.
It is difficult in the way that perception of smells is different from a person to
another, and there are plenty individual variants that marketers have to take in
account.
The first one is the sex of the person: Hirsch & Gay (1991) have noticed that women
are more sensitive to smells than men. However, each sex doesn’t have the reaction
faced on the same smell: for instance, men stay longer than women in a shelfperfumed with spicy scent (Wall Street Journal, 1990), when women are more
sensitive to shampoo smelling than men. The age of the customer modify his
perception, as according to (Doty 1984, 1985), the sense of smell break up as the
person gets older.
8/3/2019 Punit PGDM-80
http://slidepdf.com/reader/full/punit-pgdm-80 33/52
33
In this way, there is also a difference between generations: persons born before 1930
are more likely to call up natural smells, when youngest report more food or
artificial smell.
Apparently, people can recall scents and odours better than they can recall what
they have seen.
EXAMPLE
Some supermarkets in Northern Europe are connected to bakeries by
hundreds of meters of pipeline. The pipes carry the aroma of fresh bread to
the stores' entrances. The strategy works. Passers-by are struck with hunger
and drawn inside the shop. A major British bank introduced freshly brewed
coffee to its branches with the intention of making customers feel at home.
The familiar smell relaxes the bank's customers, not an emotion you'd
normally associate with such an establishment.
Singapore Airlines has demonstrated an understanding of the psychological
importance of the senses in establishing and maintaining customer
impressions. By appealing to all senses (music, fragrance, manner, and
demeanor mingle in the cabin to evoke the airline's image), the airline has
created a branded flying experience.
8/3/2019 Punit PGDM-80
http://slidepdf.com/reader/full/punit-pgdm-80 34/52
34
Case
As a smell can take you many years back in your memories, some smell can attract
you and some can distract you but the real job of an olfactory marketer is to make
one feel good, comfortable and homely.
Below mention advertise mention that through olfactory marketing “Ambi pur” is
trying to show that if one is using its product than they can get feel of home even if
they are in a car.
Sweet fragrance of “Ambi pur” makes one relaxed and peaceful and freshens the
environment so that it creates homely environment. Even good interior smell crate
good impression to others, and “Ambi pur” gives variety of fragrance to refresh
one’s mind & body.
8/3/2019 Punit PGDM-80
http://slidepdf.com/reader/full/punit-pgdm-80 35/52
35
The film opens with a girl
relaxing in a spa room with
soothing music and refreshing
air.
Suddenly a car enters the
room, stops by her side with a
man asking her the way to the
airport.
Finding her confused the man
on the driving seat replies to
the other man's question..
She looks at the Ambi Pur
bottle in the car with a smile
and goes back to her
dreamworld.
The ad ends with the VO: “A
spa in your car, with the new
range of Ambi Pur aroma
therapy car and home
perfumes
The girl wakes up, looks
around and realises that she is
in her car while the spa was
just a dream.
8/3/2019 Punit PGDM-80
http://slidepdf.com/reader/full/punit-pgdm-80 36/52
36
Gustative Marketing
How often do you find yourself recalling a situation or circumstance associated with
a past experience that is triggered by something you are
eating? Maybe you get a sense of comfort and love from
recalling the taste of your grandmother’s apple pie, or a
sense of dread from being forced by your patents to eat cold
spinach as a form of punishment.
This refers to the intrinsic attributes of a product which
account for being an efficient way of differentiation notably in the alimentary
market, but not only: many researches and innovations have been led by toys, baby’s
bottles pacifiers, cigarettes or medicine producers. Thanks to scientific
advancements, this sense is now highly mastered and exploited by producers in
order to adapt their products to regional preferences: e.g. German consumer likes
the sweet-salty mix, softly sour for the British one (Célier, 2004).
Recent studies aimed to understand better the mechanism of taste and explore the
existing relations between, for instance, taste and colours. Thus, scientists now know
that the 4 basic gustative sensations Sweet
Sour
bitter
salty
This are respectively linked by consumers to the red, green, blue and
yellows colours. This might be important in the packaging design process of a
product for instance.
In a promotional way, companies often use gustative marketing to convince
customers, by making blind-tests (trough comparatives advertisements for instance)
or directly with sampling or free-tasting promotional operations. According to
8/3/2019 Punit PGDM-80
http://slidepdf.com/reader/full/punit-pgdm-80 37/52
37
Rieunier (2002), such operations can be determinant in the food industry, as
customers are more disposed to purchase a product that they already tasted and
liked.
It is generally believed that girls are more sensitive to taste than boys. As you get
older, your sense of taste changes, and becomes less sensitive.. Different tastes are
distinguished by various combinations and a more sophisticated sense of smell.
Taste and smell are closely related. It would not be incorrect to assume that one
smells more flavors than they taste. When the nose fails, say from a bad cold, taste
suffers an 80 percent loss.
Smell is estimated to be 10,000 times more sensitive than taste, making taste the
weakest of our five senses.
EXAMPLES
Colgate is one of the exceptions. They’ve patented their distinct toothpaste
taste. It’s important to note that they have not to date extended this distinctive
taste to their other products, like their toothbrushes or dental flosses. So
although they’ve been totally consistent with establishing the Colgate “look”
across their product lines, they’ve been inconsistent by not building their
unique taste into products other than toothpaste.
Despite this lack of consistency, Colgate probably ranks as one of the
best brands in applying a distinct taste to its product, although there still
remains a fair bit of room to leverage taste as part of the brand’s extension
strategy.
8/3/2019 Punit PGDM-80
http://slidepdf.com/reader/full/punit-pgdm-80 38/52
38
Case
A good test is a way of reaching some one heart, and that is core of Gustative
marketing. Each and every player of food and snack industry try to capture market
by targeting this strategy.
Dairy milk has try to replace tradition sweets in India, by positing ther product as
one of the best sweet which one can give in gift during festival and which one can
eat during their morning or evening meal.
By providing its product in different flavors dairy milk also create sense of
providing different sweets.
And advertise depict that Dairy Milk is better sweet than other traditional sweets.
And all family member right from granny to kid is enjoying this sweet which shows
that all age group is targeted.
So now dairy milk has brand them self as sweet, so now whenever one here or test
some sweets they will first recollect Dairy milk.
8/3/2019 Punit PGDM-80
http://slidepdf.com/reader/full/punit-pgdm-80 39/52
39
z
The film opens on a family
having dinner at home.
The mother goes to the
fridge and takes out a bowl.
They all peep from behind in
anticipation for the
“meetha.”
...jingle, “pet bhar gaya hai
par”. Other members of the
family join in, “meethe mein
kya hai”.
Top shot of the dessert bowl
reveals Cadbury Dairy Milk
Desserts
...mother enjoys the 'Tiramisu'
flavour. The ad comes to an
end as the...
The husband eats one and says
with a surprise, 'Kalakand!'
while his...
8/3/2019 Punit PGDM-80
http://slidepdf.com/reader/full/punit-pgdm-80 40/52
40
.
...family concludes the jingle,
“khaane ke baad kuch meetha ho
jaaye.”
8/3/2019 Punit PGDM-80
http://slidepdf.com/reader/full/punit-pgdm-80 41/52
41
Tactile marketing
Touch is the tool of connection for those who have the misfortune to be both blind
and deaf. When all else fails, the skin can come to the rescue. Such was the
experience of Helen Keller, who became deaf and blind
through illness at age two. The unruly child was dragged to
the water pump by her teacher, who held her hand under
the stream while signing W-A-T-E-R into her palm. This
marked the beginning of an arduous but rewarding journey
that ultimately led to literacy and opened up a world of
Braille and books that could be read by touch.
The skin is the largest organ of the body. We’re instantly alert to cold, heat, pain, or
pressure. However, our need for touch does not diminish, and exists beyond
detecting danger. We need the stimulus of touch to grow and thrive. Marketers try
to take in account the emotions sparked off by this touch during the conception of
the product (pen, clothes, car steering wheel…) or its conditioning (perfume bottle,
crisps pack). For instance, the bottle of the French mineral water brand Valvert
evocates through its rough touching the natural origin of its source in the heart of
the mountains.
One major reason online clothes shopping never took off is, people couldn't touch
the product. Amazon avoided this problem because people don't attach so much
importance to the feel of a book as they do to its content. Clothes, on the other hand,
must be felt and tried on for size, color, texture, and so on. Physical proximity to
product is elemental to purchase decisions. Shopping behavior depends on it.
Thus, sensory marketing is a deep and complex concept, as it deals with the
unconscious of the consumers: their perceptions, feelings and tastes. This approach
is necessary as it allows controlling the atmosphere factors. Then, the aim of our
8/3/2019 Punit PGDM-80
http://slidepdf.com/reader/full/punit-pgdm-80 42/52
42
research will be to sum up the different techniques used by catering marketers
which appeals to the senses of the consumer.
Examples:
soft red carpet:
The touch creates familiarity with the store or the product. A company
can use for example a soft red carpet which takes part in the well-being of
consumers. A comfortable ground encourages more with the dawdling.
Car manufacturer’s:
The car manufacturers make important research on the touch of the
gear shift wheel and lever so that those get feelings of well being and solidity.
It can be trying for a distributor to use the techniques of sensory marketing
with an aim of handling the consumer.
8/3/2019 Punit PGDM-80
http://slidepdf.com/reader/full/punit-pgdm-80 43/52
43
Case
Apparels, one of the very few segments which don’t work well on net because there
is no personal touch online, for them. So most of the apparels work on tactile
marketing. Unless and until one is not getting personal touch they want prefer to
purchase cloths. So make you feel good, comfortable, royal and different tactile
marketing place very important role, as one can clearly see difference through it
along if its easy way of comparison.
But the mention commercial of Raymond shows that how your loving one feel
proud, comfort and closeness to you if you are a Raymond man. So a small girl alongwith the closeness to her father, fined heaven in feet of her father, and she sleeps
fearlessly on feet of her father.
So such feel creation and its marketing is only possible if tactile marketing is used.
And by using this tactic Raymond has able to create good awareness in market. And
Raymond always talks about feeling cloth rather than looking it
8/3/2019 Punit PGDM-80
http://slidepdf.com/reader/full/punit-pgdm-80 44/52
44
The cheerful and happy face of
a little girl keeps appearing and
disappearing before the
camera
Continuing with their play,
she enjoys a walk around the
room, standing on his feet.
Devising new games the father
and daughter now run around
the house, trying to catch each
other.
Tired with all the running
around, he finally flops onto
the couch.
Huging her father's leg the little
angel feels the soft fabric
against her cheek. Super: 'Feels
like heaven.'
The mystery is solved when
we find her father playing
with her by rocking her on his
feet.
8/3/2019 Punit PGDM-80
http://slidepdf.com/reader/full/punit-pgdm-80 45/52
45
.
Comfortable in her position,
our young friend falls asleep.
Super: 'Feels like Raymond.'
Seeing the child fast asleep,
'dad' now settles down to read.
MVO: "Raymond, the complete
man."
8/3/2019 Punit PGDM-80
http://slidepdf.com/reader/full/punit-pgdm-80 46/52
46
Branding Through Senses
Sensory Branding is the purposeful design and deployment of the interactionbetween the senses in order to stimulate a consumers relationship with a brand; and
to foster a lasting emotional connection that optimizes purchasing and brand loyalty.
Sensory brand experiences can help overcome some of the current obstacles
that all brands face
Overexposure to brands (average adult sees 86,000 commercials per
year)
Product proliferation
Higher new product failure rates
Diminishing effectiveness of mass media advertising
Product commoditization
Shift towards online interactions with brands and the rapid growth of
wireless messaging and mobility (reducing brand impact)
Skills required
Brand strategy and planning
Direct marketing skills (segmentation,
targeting, messaging and media)
Sales promotion expertise
Creative development and management
Retail and consumer products marketing executionSteps involved in
sensory branding
8/3/2019 Punit PGDM-80
http://slidepdf.com/reader/full/punit-pgdm-80 47/52
Objectives achieved through
Sensory Branding Program
ExperienceObjectives
Marketing Objectives
Sensory Audit
Brand Staging
Brand Drama
Brand Signature
Implemtation &
Evaluation
sensory branding are
e
•Alter moods
•Establish associations
•Establish emotional bonds
•Enhance the product experience
•Create or evoke memories
•Encourage trial
•Promote switching
•Increase product usage
•Create meaningful and
•lasting differentiation
• Understanding sensory componants of t
• Brand is communicated through media
result of audit stage
• A means for customer to achive someth
they wants badly
• Actually delivery is done through sensescolor, sound, logo,smell etc.
• Checking, improvement and required ch
at this part
47
he brand
sing
ing which
like
nge is doe
8/3/2019 Punit PGDM-80
http://slidepdf.com/reader/full/punit-pgdm-80 48/52
48
Blend between semiotic & Sensory
Marketing
As already mentioned semiotic marketing is done through the use of sign and
symbols. Whenever one can relate one symbol or sign with particular product or
service, it is nothing but semiotic marketing. For example when one see a right tick
they can directly relate it with Nike.
Similarly sensory marketing is concentrating promotion through five senses that is
eyes, ears, nose, touch, and test.
It can be determine that sensory marketing is extension to semiotic marketing.
Semiotic is just concentrating on visual aspect while sensory marketing includes
more 4 aspects.
Semiotic marketing provide base for sensory marketing, as unless and until there is
no sigh or symbol is attached to a brand, product or service its not possible to give it
auditory, tactile or any other sensory marketing.
Success of a brand is depend on both semiotic as well as sensory marketing, semiotic
provide start to a brand while sensory marketing gives pace to the brand. So
combination of semiotic and sensory is must for any firms looking for effective and
innovative marking style, for its success.
8/3/2019 Punit PGDM-80
http://slidepdf.com/reader/full/punit-pgdm-80 49/52
49
Conclusion
To succeed with a sensory branding strategy, it is essential that you don’t plunge
right in and start adjusting the sound, smell and tactility of your brand. Before chefs
touch their ingredients, they have a clear vision of the gastronomic journey they
want to create for their customers. Setting the stage is another apt metaphor.
Carefully select the channels and the tools you plan to use and the senses you intend
to tap into. Each element of your brand is integral to the eventual show. What
exactly do you wish to present in your brand theatre? What messages will the brand
impart? It’s essential to be perfectly clear about the brand’s core message from the
outset. The trick is not to change every sensory experience at once, but to optimise
your brand sense by sense. Your brand’s sensory priorities will depend on the
category of its products. But, from experience it is clear that working on sound, then
smell, makes sense, not only because sound is easy to implement, but because sound
is often underleveraged.
Finally marketing itself is an art not a science (“common sense made difficult”).
There is a latent nervousness among marketers about the discipline—in comparisonwith, say, the identifiable skill set at work in quantitative statistical analysis or even
in the business of recruiting and running focus groups. In this respect semiotics can
be highly reassuring—setting a framework, a discipline, a structured environment
for discussion, negotiation and decision-making.
This environment, moreover, is very much in touch with the way the world is
heading— towards ever greater sophistication and discrimination in relation to
communications and culture. In this respect, semiotics offers marketers a higher
level of credibility for their discipline —the prospect of having their very own -
ology.
8/3/2019 Punit PGDM-80
http://slidepdf.com/reader/full/punit-pgdm-80 50/52
50
We experience powerful stimulations from them. The opportunity of brand building
by leveraging the five senses is wide open. Brands are hovering in the wings, as an
audience of our highly receptive senses sits in a darkened theatre, anticipating a
marketing show that hasn't yet begun. Only few companies have integrated their
brand-building strategies to appeal to all the senses. This is probably the case for two
reasons: not all media channels are able to connect with each of the five senses, and
we really don't know how to handle the phenomenon of total sensory appeal.
8/3/2019 Punit PGDM-80
http://slidepdf.com/reader/full/punit-pgdm-80 51/52
51
FUTURE
How can you appeal to all five senses on the Internet? Well, you can't get them all.
But you can optimize the tools available to you, one of the most neglected being
sound. Why do you reckon you hear that familiar sound of fizzing Coke being
poured into an ice-filled glass when you visit the Coca-Cola site and the sound of
brewing coffee on the Starbucks site? Meaningful sound is a cheap but very effective
way of appealing to another of your visitor's senses and of powerfully enhancing
your brand's message.
Another field in which improvement can be brought is through sensory marketing is
television. How do we optimise the success of commercials? How do we align them
with the world of the contemporary consumer? We need something to break the
advertising impasse. Imaging whenever one is watching a perfume advertise there is
no personal feeling involved in it as one can feel it only by smelling so use of
Olfactory Marketing is must for its effectiveness which is not involved in television
commercial. And this could be possible through importing technology from Nikon
as such technology is already used by them but in cameras, so a bit improvement canenhance its scope to television also.
8/3/2019 Punit PGDM-80
http://slidepdf.com/reader/full/punit-pgdm-80 52/52
Bibliography
1. Malcolm Evans’s –Research Paper on ‘Semiotics Culture and Communications’.
2. http://www.neurosciencemarketing.com
3. http://www.design-emotion.com
4. http://www.edition .cnn.com
5. http://www.environmentalmarketing.blogspot.com
6. www.google.com
7. Outlook Express