Presented By,

Jacob John Panicker

RETRO MARKETINGUse past to sell presentCreating a brand identity based on heritage or nostalgiaFor example:- reintroduction of Wispa bar, Ray Ban Aviator sunglasses etc.Retro target the youngMini, Fiat 500 and Beetle too has become retroFiat 500 closely captured the look and feel of originalWispa was a reissue of Cadbury’s chocolate bar of 80’s

RETRO PRODUCT

Two kinds of retro product:- Genuine reissue/replica Modern product

GENUINE RETRO PRODUCT

Example:- Morgan Sports Car, Bialetti Moka Express Coffee Maker, Mont Blanc Fountain Pen etc.Manufacturers bought back after a period of absenceWispa was a huge success in 1981 They adopted many ways to catch the market Some products where successful and some other were failure

MODERN RETRO PRODUCTS

Modern in functionality, but old in look and feelAppeal less quality and more about style and funExample:- Roberts Revival 250 Retro style is a way to differentiate product

RETRO CAMERASNew camera takes style of Olympus pen of sixtiesAdds modern digital technology

RETRO IS NOTHING NEW

Today's big brands are all rooted in the past.

  Examples : Tide, Coca-cola, BMW, apple...

It Is Largely Based On The Regard In Which We Hold The Decade.

RETRO AND THE INTERNET

Internet has helped in the spread of retro.

Example: Re-production of 1960’s telephones.

The internet allows campaigns to bring back the product from the past.

RETRO AND BRAND HERITAGE

Company history and brand heritage is important in any retro campaign.

The appeal is either a real or imagined past that conjures up image of a lost age.

Example: Cadbury’s website presents a picture of old-fashioned chocolate factory with an old style bus parked nearby.

CONCLUSION

Retro is here to stay

There is nothing great about the present.

Nostalgia has always had its greatest influence when the present looks less promising.

…THANKS