Case study on

THE IMPORTANCE OF EXPERIENTIAL MARKETING IN

MARKETING COMMUNICATION
SUBMITTED BY : PARMINDER SINGH

Assumptions
In the data highest points are selected as the most preferred
criteria of the respondents for the ideal shampoo.
First two highest points are selected.

Analysis
Outcome of the Responses:
The characteristics that most of the respondents experience or wants in an
overall benefits are
Benefits: Herbal and hair fall control
Emotions: Adoration and Enthusiastic
Facts: less frequency of usage and benefits as claimed
Reason to buy the shampoo: availability of sachet and belief in celebrity
endorsement.
Adjectives associated with brand: intimate and gregarious
The characteristics that most of the respondents experience or wants in antidandruff shampoo are
Benefits: Herbal and hair fall control
Emotions: adoration and passion
Facts: less frequency of usage and benefits are claimed
Reason to buy the shampoo: Natural ingredients and belief in celebrity
endorsement
Adjectives associated with brands: Intimate and non traditional

Past time activities of respondents: Outdoor game, sports, shopping and

rock shows

Interest of respondents: cooking, music and interior design

Opinion on hair care and beauty care: Belief in celebrity endorsement and
do not really prefer natural product.

QUESTIONS:
1. Compare the positioning strategies of each of the brands provided in the
industry overview with results from respondents. Comment on the imagery
of each of the brands with respect to the results obtained.
Different brands which are compared in the case are:
Sunsilk, Pantene, Dove, Head and Shoulder, Clinic All Clear.
a. Sunsilk:
Sunsilk is positioned as silky, shiny, voluminous, strong, and black colour
hair.
It is positioned in positioning map as high variety, more quantity, medium
claimed functional benefits and low price.
Comparing to the responses Sunsilk has touched few of the wants of the
customer by giving more benefits and variants. Sunsilk has positioned
itself as low price which really doesnt affect the customer in selecting the
shampoo as customers dont really worry about the spending on the
shampoo.
Comment on imagery: Respondents are more looking for benefits in the
shampoo which is not in the imagery of Sunsilk
b. Pantene :
Pantene is positioned as smooth silky, voluminous, full, lively, long and
black hair
In positioning map it is positioned as less variety, medium pricing, medium
quantity compare to price, more claimed functional benefits.
Comparing to the responses Pantene has touched claimed benefits, sachet
available, smooth silky, enthusiastic in the minds of the customer.
Comment on imagery: More benefits of the product is shown which is met
to the responses. Shampoo is more into functional point.

c. Dove:
Dove is positioned as Daily care for hair, damage control and special
shampoo targeting dry and frizzy hair.
In positioning map it is positioned as high price, less variety, medium
range quantity, medium range claimable functional benefits.
Comparing to the respondents Dove has touched less in claimed benefits,
sachet availablibility in the minds of the customer.
Comment on imagery: able to address the functional benefit and well
established in the premium sector.
d. Head and shoulder:
Head and shoulder is positioned as anti dandruff shampoo that clears
dandruff in one wash vs three washes in other shampoos.
In positioning map it is positioned as low variety, medium price, medium
quantity, claimed functional benefits are less compare to Sunsilk.
Comparing to the respondents Head and shoulder touched less usage
,availability of sachets and celebrity endorsement in the minds of
customers.
Comment on imagery: shampoo is not enthusiastic and less intimate and
traditional.
e. Clinic all clear:
Clinic all clear is positioned as the first anti-dandruff shampoo exclusively
for men.
In positioning map it is positioned as less variety, low price, medium
quantity, functional claimable benefits are less.
Comparing to the respondents Clinic all clear touched enthusiastic part of
the consumers.
Comment on imagery: shampoo is more celebrity endorsed.

2. Analyse each of the brands from the viewpoint of each aspect of

experiential marketing.
a. Sunsilk :
Sense- Sunsilk is able to appeal its benefits to the consumer
Feel more emotional chord with the consumer
Think- less importance to ingredients.
Act rightly priced, fragnance
Relate- gregarious, confident
b. Pantene:
Sense- functional benefits stressed
Feel contented, passionate
Think- provide benefits as claimed, more importance to ingredients
Act- good advertisement, artificial benefits
Relate- sincere, confident

c. Dove:
Sense clear focus on functional benefits
Feel- exciting, adoration, mildness
Think premium brand, ingredients are not harmful on hair
Act Good advertisement, measurable functional benefits
Relate caring, intimate
d. Head and shoulder:
Sense : functional benefit specified clearly
Feel : dull, boring
Think: good value for money, provides benefits as claimed on
advertisements and package.
Act : measurable functional benefits, high priced,
Relate : sincere, dependable, trustworthy

e. Clinic all clear :

Sense : hair fall control, dandruff control
Feel: passionate, happy, pleasing

Think : good value for money, augmented benefits beyond just

cleansing of hair.
Act: rightly priced, easy availability of sachets, ease of use
Relate : warm, caring, intimate, friend

3. From 1 and 2,
a) How would you formulate an experiential advertisement for
The overall benefit category and
For the anti-dandruff category
b) Point out clearly how your recommendation differentiates the new
advertising imagery from the brands discussed in the industry
overview.

Experiential advertisement for the overall benefit:

Shampoo which caters hairfall control, herbal, adoration and enthusiastic,
less frequency of usage and benefits as claimed, sachet availability and
belief in celebrity endorsement, intimate and gregarious.
Experiential advertisement for the anti-dandruff
Anti-dandruff shampoo which caters herbal and hairfall control,
enthusiastic and passion, less frequency of usage, benefits as claimed,
belief in celebrity endorsement and natural ingredients, intimate and nontraditional.
The recommendation is different from the brands in the industry overview
that new product is positioned as medium price d, natural, sachet and less
frequency of usage which is intimate and non- traditional.

4. Complete a positioning diagram that explains how the new experiential

imagery differentiates itself from the other brands in
a) The overall benefit category and

b) The anti-dandruff category.

The overall benefit category

High(overall

new shampoo
high

Positioni
ng

Low(pric

low

High(antidandruff)

anti dandruff
shampoo
high

Positioni
ng

low

Low(pric