Assignment

“Strategic Brand Management”

Submit to:

Prof.Ayesha

Submit by:

Furqan Tariq 6114

Pirzada Junaid 6117

Asif Sajjad 6136

Masood Manzar 6174

Irfan Murad 61

Muhammad Rizwan

Hafiz Ijaz
Experimental Marketing

Experimental marketing promotes a product by not only communicating a

product’s features and benefits but also connecting it with unique and interesting
experience

Experimental marketing can be used beneficially in these situations.

1. To turnaround the declining brand.

2. To differentiate the product from competitors
3. To create an image and identity for corporation.
4. To induce trial purchase, and most immortally, loyal customer

Types of Experiential Marketing Programs:

• Events: user conferences, sales meetings, parties, sports-tie-ins, awards

programs
• Trade Shows: industry exhibitions, annual meetings, symposia

• Lifestyle: walk sponsorships, game branding & placement, product trial

centers and activities

• Mobile Tours: semi-trailer exhibits, territory blitzes

• Product Sampling: gift bags, hand-outs, trial sizes, try-me promotions

• Guerilla: Buzz Squads, Street Teams, staged outdoor events, bar &
restaurant promotions

• Retail-tainment: in-store performances, celebrity appearances, makeovers,

demonstrations

• Environmental: office/facility signage & branding, décor and tour

Types of Experiences

SENSE: These are sensual and tangible aspects of a product or experience that
appeal to the five senses of sight, sound, scent, taste and touch. Sense
experiences are particularly useful to differentiate products or services, to
motivate potential customers, and to create a sense of value in the mind of the
purchaser.

FEEL: Feel marketing is devoted to inducing affect (i.e. the creation of moods
and emotions) that adhere to the company and brand. Clearly, positive or
negative feelings toward a product or service will influence the extent to which it
is consumed.

They create positive feelings by

THINK: "The objective of think marketing is to encourage customers to engage in

elaborative and creative thinking that may result in a reevaluation of the company
and products.

ACT: Act marketing is oriented towards the creation of experiences through

behavior on the part of the customer, either privately or in the company of others.
The goal is to change long-term behavior and habits in favor of the particular
product or service.

RELATE: "Relate marketing expands beyond the individual's private sensations,

feelings, cognitions and actions by relating the individual self to the broader
social and cultural context reflected in a brand In other words, relate marketing
plays upon the identification of self with the context and associations bound up in
the product or service used.
These five different types of experiences (SEMs) are conveyed to
individuals through experience providers (ExPros), which are vehicles
such as:

Communications: advertising, external and internal company communications,

public relations campaigns visual and verbal identity and signage, including
names, logos, colours, etc. product presence, including design, packaging, and
display.

Co-branding, involving event marketing, sponsorships, alliances and

partnerships, licensing, product placement in movies, etc.

Spatial Environments: which include the external and internal design of

corporate offices, sales

Outlets, consumer and trade fair spaces, etc.

Web Sites
people, including salespeople, company reps, customer service providers, call
centre operators, etc.
Example:

Surf Excel Game Festival

They arrange the festival for children in 2007 at Race Course Park. Lahore.

The five day festival will encapsulate the philosophy of Surf Excel which is children learn
through experience and if the experience involves dirt, then “Dirt is Good”. The festival
promises to provide a platform for parents to bring their children and encourage them to play
and learn together. They might get dirty in the process, but they will also pick up important
values like sharing, making friends, have fun together and “Learn through Experience”. The
festival aims to involve parents and bring to fore the fact that children learn best when
allowed to express themselves without too many restrictions.

Activities:

Children were invited to try their hand at art, craft, gardening and even cooking. Renowned
actress Revathy added a dash of zeal to the festival as she spent time with children of the city
and took part in the “learning through experience” process. It promises to be action packed,
exciting and of course, there’s plenty of learning through experience involved!