2.2. ADVERTISING Advertising is nowadays extensively used and makes a visible contact with the consumers. Advertisements communicate functional and emotional values (De Chernatony, 2010) of brands and products to the consumers which in turn craft strong, constructive and unique relations of brands in the mind of the consumers. An advertisement is a amalgamation of certain elements that are content or message to be conveyed, the execution or the style of conveying the exacting message and the frequency or repetition of the advertisement in front of the consumer if all these fundamentals are properly managed the ad could be said to be the most effective tool of communication (Batra et al., 1996; Kotler, 2000). Advertisers also use scrupulous effective techniques to appeal to young people and children (such as the use of appeals, promotional
Playfulness: - When consumers actively consume a technology product for the joy of using it or for the sake of their pleasure this value is perceived. 4. Aesthetics: - it is an intrinsic and reactive value that is perceived when a consumer appreciates the products in terms of its
So, it actually helps in reinforcing the market position of the brands. In other words, co-branding helps in creating a deeper impact and brand recall among the target customers. Therefore, a diverse portfolio of brands helps gain more traction and exposure than just one product. Risk and Resource Sharing: If both the brands are looking to expand their customer base, then the brands can leverage each other’s strengths to capture the target market, mitigating the risks with economies of scale. Sony and Ericsson co-branded various products ranging from the walkman to mobile devices.
INTRODUCTION Multi channel retailing The world is at the dawn of a new era where technology enables a better communication among millions of people bringing new ways of getting information. The Internet offers consumers not only access to a vast amount of data but it is also an alternative way of making purchases at home (Forsythe and Shi 2003). This influences our culture and is shaping how we relate with each other and the way we consume. The internet rose new needs on consumers making them more demanding. Many of the technology that in the last decade seemed futuristic and fanciful is now available at reasonable prices and it will be more and more omnipresent.
Experiential marketing strategies and tools Experiential marketing is a form of advertising that focused on helping customers experience a brand.Traditional advertising such as radio, newspapers and television verbally and visually communicates the brand and product benefits with the customers but experiential marketing tries to immerse the customers with the product by engaging them with using as many other human senses as possible.The goal of experiential marketing is to form a memorable and emotional connection between the consumer and the brand so that it can increase customer’s satisfaction reduce negative word of mouth and may even generate customer loyalty. A number of experience clues that can be composed by customer management,whether
Through this we can sponsor the activities or event put up by any corporation. This process can guide towards admiration of the brand among the people involved in and around the activity. This would mainly attract the people to familiarise with the logo and name of the product resulting in high purchasing power to the product. Thus supporting a group this could reach the mass audience attracting them concern the product. Thus support would make the output to get promoted and would increase the value of the brand in long-term resulting in product stabilization not only at sales
Consumer behavior What is consumer behavior? Consumer behaviour is the study of how individual customers, groups or organizations select, buy, use, and dispose ideas, goods, and services to satisfy their needs and wants. It refers to the actions of the consumers in the marketplace and the underlying motives for those actions. Consumer behaviour is a topic of great interest for marketers because a command of this field can be crucial in terms of choosing the right marketing strategy, and so make busi-ness prosperous (Solomon et al. 1999 p. 10).
The rapid growth of the Indian retail industry is because of four factors. They are 1.Income Growth 2.Urbanization 3.Proliferation and Development of Technology 4.Attitudinal Shifts According to a survey conducted by the Boston Consulting Group, (2015), The usage of e-commerce and social media in India is expected to quadruple to 60-70 billion over the next 5 years, driven by faster growth in goods and services. It is predicted that internet users are expected to increase 3 times from 200 million in 2014 to 600 million by 2020. The key implications for Indian retailers with growth of increased usage of online and internet and the increased proliferation of smart phones and high usage of social media and connectivity 24/7 are the following: a. Proactively conceptualize and execute a digital and social media strategy with clarity on the reasons why shoppers use the online medium to get and disseminate information b. Smartly leverage social media and word of mouth marketing c. Design a seamless and connected customer journey as shoppers migrate across
The advertisement helps the organisation to reach to their targeted customers in an effective manner and at the same time, also enables them to develop a superior relationship with the public as a whole. Other techniques that are used in marketing are mainly transactional marketing, viral marketing, and mass marketing. The marketing process helps the organisation to increase the customer base for the company, which in turn leads to the development of the sales level for the organisation. Different marketing techniques must be incorporated within the marketing strategies of the organisation so, the companies are able to enhance their operations and at the same time develop in the near future (Hynes and Janson,