Assignment No.

PRODUCT & BRAND MANAGEMENT

Sensory Branding on

Submitted By
Prabhudatta Anup Sourav -- UM20101
My favorite brand is Domino’s. All the sensory impressions which come to my mind
are:
 Visual
 Auditory
 Smell
 Taste
 Touch (Feel)

1. List and analyze whether each impression is positive or negative.

 Visual- Positive
 Auditory- Positive
 Smell - Positive
 Taste- Positive
 Touch (Feel) - Positive

2. For each sense, identify the primary emotional response that it might evoke in a
customer.
Visual
 Pair of Red and Blue dice strongly associated with the brand
 Brand strongly associated to visual senses in its Blue colored packaging boxes for
pizza’s
 The pricing is very clear, bright red (to capture the user’s attention), and bigger than
anyother text on the page.

Auditory
• Brand has a unique Jingle that people associate with
• Whenever someone hears pizza, Domino’s come to their mind. So, the top of mind
recallfor pizza is Domino’s

Smell
• A strong aroma of marinara from the and the smell of bread baking from the
crust. A veggie pizza coming out has a pronounced smell of roasted bell peppers and
onions
• A Hawaiian has the wonderful mix of roast pork and pineapple. The chicken wings
havean aroma of their own ranging from Bar-b-Que to a Chinese sweet and sour smell

Taste
• Domino’s pizza has its own unique taste. It uses a bread-based dough that has a high
gluten content for their crust, most of their competitors use a traditional dough that is
lowerin gluten. The gluten content of a dough is what makes it able to stretch out when
being slapped out and gives it a soft chewy bread like texture when baked.

Touch (Feel)
• Domino’s offers thin crust which helps in chewing the pizza’s easily
• Domino’s pizzas feel soft and are spongy and Delicious
3. For significant negative impressions, how would you eliminate them?
Ans.

There aren’t any negative impressions about the sensory branding from Domino’s. But to
comment about negative impressions and its elimination

 Identifying the negative impressions by conducting market research and the

targetsegment
 Working on the changes considering mass customization, standardization, and quality
 Working on campaigns and public relations for presenting Domino’s
viewpoint whilst maintaining the consumers expectations

4. If you cannot remove negative impressions, how would you tone them down or
divert attentionfrom them?
Ans.
Few of the ways of toning them down or diverting attention are:
 Creating new advertising campaigns with different messages to create a
positiveemotional connect
 Targeting influencers who can help share the positive aspects of the brand to a
largeaudience via social media or blogs
 Improving organic growth and monitoring online presence and reputation
 Introducing new products, variants, customization options to create buzz and
surprisethe consumers