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.