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Experiential Marketing - A Project Report

Experiential Marketing - A Project Report

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Published by Tage Nobin
A MBA Project Report on Experiential Marketing.
A MBA Project Report on Experiential Marketing.

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Published by: Tage Nobin on Apr 04, 2012
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06/29/2013

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Experiential Marketing
Understanding Varanasi Customers: A Case Study of Samsung & Nokia MobilePhone Store
A Project Report
submitted for 
Research Methods & Methodology
By
Tage Nobin (48)
Under the guidance of 
Dr. Ashutosh Mohan
FACULTY OF MANAGEMENT STUDIES
BANARAS HINDU UNIVERSITY
 
 Abstract
Study was conducted basically on how experiential marketing (EM) affectsthe buying pattern of the mobile phone customers. The study also covered theimpact of EM on repeat visit by customers; its acceptance based on gender &the reasons for repeat visits when compared to store not using EM.Research was carried out at two specialty store dealing mobile phones inVaranasi, one of the most populated cities in India. Questionnaire using one toone interview technique was used. Of 78 interviewed, 36 (EM) and 29 (NEM)were selected for study on two specialty store, one set had experientialmarketing in practice & the other
didn’t
practise EM (NEM). Experientialmarketing impact was studied on parameters like feel good, friendly people andambience.The study confirms the hypothesis that experiential marketing can make apositive impact on the buying patterns of the customers. Word of mouth isequally important for EM and NEM store. PR role is more important for EMthan NEM store. EM store have 31% repeat customers compared to 1% withNEM store. This is significant comparative study on EM and NEM usage.Customers are spending more time at these store due to EM approach.Ambience of both store played important role. Females visited less compared tomale but repeat visit of females was on the higher side as they were moreinfluenced by EM.
 
 Chapter 1Introduction
Change is the buzz word that prevails today; come in new technologies,communication, comes the changes the marketing too. There are competitionswhere principles and actions of traditional marketing do not work. Theseopportunities open the door for experiential marketing. Marketing-mix theoryfocuses from the mechanical point of view (stimulus-reaction). The gapbetween stimulus and reaction stands the process, the process wherein we canincorporate the experience element. This very process stands as the pillar of theso called experiential marketing. Marketers tend to engage consumers in amemorable way, offering them extraordinary experiences. For them,experiences provide consumers a way to engage physically, mentally,emotionally, socially and spiritually in the consumption of the product orservice making the interaction meaningfully real.
 
India's mobile marketing space, which some analysts estimate at Rs 600million ($11 million), is expected to grow 10-fold in the next five years. Mobilemarketing has started to grow rapidly in India as the brands see theopportunities beyond just internet options.Mobile phones are here to stay. It has definitely become the soulcompanion of most of the people, right from using it as a simple watch tohandling ultra hi-tech stuffs. Purchasing a new mobile phone is somethingwhich everyone enjoys. Going to a regular street side retailer for mobile phone,customers come across dummy models where the features of the mobile phonecan only be read but not tested. There is definitely a gap which can be bridgedby the concept of experiential marketing.Few showrooms have been developed which have come up with theconcept of letting the customers to get a hands-on experience of the features of all the models available prior to buying of the same. Our study will focus on theimpact of this very experience of the customer.

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