NEUROMARKETING

AND BUSINESS
How do companies apply neuromarketing?
Smell + Taste + Good Experience BURGER KING
= Remembrance
Key aspect: SMELL as the sense that
has more memory.

They impact the surroundings with

the smell, affecting appetite and
generating desires.
STARBUCKS
Atmosphere + Experience
The atmosphere is preferred to the price
according to a survey conducted in Europe.
 THE WAR OF THE
COLAS
 Taste vs Brand
 Pepsi Challenge: blind test in which people had to choose
VS depending on taste
 Differentiators:
 COKE: Brand
 PEPSI: Taste
 After the Pepsi Challenge, Coke developed a stategy focused
on the concept of family (Coca Cola Bears).
MINI COOPER
 “Mini Cooper´s face resembles a baby”….that was the conclusion of a
survey conducted with the objective to know which were the most
wanted cars.
 Women prefer it more than men.
 Has solid sales
RADISSON HOTELS
Key aspect: SMELL

All of them smell like coffee and soft perfume…..why?

Because they want the costumer to feel at home, it
means tranquility, peace, confidence, freshness.

Objective: create a link with home.

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 ABERCROMBIE AND FITCH
Key Aspects: SMELL, SIGHT, HEARING
 Smell: specific smell of the perfumes they sell in every store
 Sight: they point lights to show specific garments and the rest of
the store has a faint light (tranquility)
 Hearing: music is not loud, pleasant rythms
Employees: kind, friendly, attractive (responsible of producing a good
experience)

HOLLISTER 7
 NOKIA
• Key aspect: RELATIONSHIP WITH THE BRAND

• Nokia was for a long time, the market leader of

celular phones.
• They had technology but they had a lack of
image
• So, part of their advertising strategy was to
have famous people as their image (Niki Taylor),
this gave them distinction:

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FAST FOOD RESTAURANTS
• Key Aspect: USE OF MUSIC TO CONTROL FLOW OF PEOPLE
• Quiet hours: soft and pleasant music for people to stay.
• Rush hours: high volume, loud music for people to buy and leave the place.
• Music estimulates biochemistry and the brain tonsil (controls emotions, feelings and the reactions of satisfaction or
fear in the brain).

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HUGO BOSS
Key Aspect: EXCLUSIVENESS

Target: Busy, young executives

Focus on customer service

Excellent and complete service to make

fast decisions.

Use of sober colors such as black, gray and dark blue

Few garments in the stores and few variety of each model.

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ZARA, FOREVER XXI, H&M
 Key aspect: SENSE THAT YOU NEED TO RETURN TO THE STORE
 Big stores with open spaces
 Sensation that the customer will get/find everything
 Fast rotation of the inventory
 Continuous discounts

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S Key aspect: CREATION OF NEEDS
U
P
Offering of free trials for the
E customer to discover new
R products.
M
A
R What is the first thing you see when you get into a supermarket?
K
E What is usually needed is located far from the entrance.

T Things that coukd be unnecessary are shown first in order to create

needs.
S 12
OLD NAVY
 Key aspect: CREATE A SENSE OF URGENCY TO BUY
 Big stores, lots of garments even on the floor.
 Continuous discounts
 A complete section of garments with high discounts (40-
50%)
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WORKSHOP 2
Choose your 5 top stores and 5 top restaurants and describe
your experience using elements from today´s class

In groups, comment and choose 1 of you who is going to socialize.

Talk about the common stores and restaurants while socializing

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