SENSORY MARKETING

BACKGROUND
• USP- Unique Selling Proposition- in the 1950’s
• ESP- Emotional Selling Proposition- In the
1960’s (The case of Coke and Pepsi)
• OSP – Organizational Selling Proposition- In the
1980’s – The corporation behind the brand
became the brand.- For e.g. , the internal spirit
of NIKE was so strong that its employees
became the brand ambassadors
• BSP- Brand Selling proposition- In the 1990’s.
The brand ruled. E.g. Harry Porter, Disney
 Continued.
• HSP- Holistic Selling Proposition- Present-
HSP brands are those that not only anchor
themselves in tradition but also adopt
religious characteristics at the same time
they leverage the concept of sensory
branding as a holistic way of spreading the
news. Each holistic brand has its own
identity.
 SENSORY MARKETING
• DEFINITION- appealing to the senses of
the existing or the prospective customer in
such a manner that he feels strongly
attached to the brand and can recall the
brand instantaneously.
 NEED
• Minds cannot cope
• Minds are limited
• Minds are insecure
 HISTORICAL EVENT
• Singapore airlines- The use of patented
aroma in the flights since 1990’s cause
instant recognition.
• Present Examples
• Crunchy kellogs
 STEPS
• Sensory Audit- understanding sensory
components of the brand.
• Brand Staging- Brand is communicated to the
customer through the media using the result of
the brand audit stage.
• Brand Drama- Bringing brand strategies to life .
The best brand strategies suggest a means for
the customers to achieve something that he
wants badly and that was not readily available
for him beforehand.
 STEPS CONTD.
• Brand Signature- Most relevant stage.
Here the actual deliverables are finalized .
The actual deliverables are sensory
signals like colors, images and logo
supplemented by sound, touch, smell and
taste signals.
• Implementation
• Evaluation
 OPPORTUNITIES
• In Indian perspective the role of events
like trade fairs and road shows would
increase the sensory attachment of the
customers with the brands.
• Unprecedented growth of newer selling
avenues like shopping malls could prove
to be another opportunity for the
companies to implement their strategies
once they are able to device them.