The Analysis of Implementation of Sensory Marketing Techniques in the Beverage Industry, with a Comparative Focus on the Middle Eastern and Asia Pacific Market Regions

LITERATURE REVIEW

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RESEARCH METHODOLOGY[pic 2]

The Analysis of Implementation of Sensory Marketing Techniques In The Beverage Industry, With A Comparative Focus On The Middle Eastern And Asia Pacific Market Regions.

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Table of Contents

Introduction of Sensory Marketing

“Content is not king, if no one’s looking”

• Ivan Clark, Former Managing Director at Kinetic

Sensory marketing is a niche means of manipulating with a person’s 5 senses (visual, auditory, olfactory, gustative and tactile) to build an emotional connect with the customer and make him learn of and retain a brand.

In the 1950’s marketers made use of sight as a form of sensory marketing, where they used sight for branding. Color and form were used to promote brands as the main medium of advertising was posters. With the popularity of television, consumer’s sense of sound was used in advertising in the form of jingles. In the 1970’s marketers identified that smell could be used in promotion of a brand. They began to adjust the scent of products so that they became more palatable for consumers. Recently sensory branding has developed in a way that it encompasses all the five senses. Marketers have realized that the more senses appealed to, the more effecting the advertising and branding would be.

Our project deals with implementation of sensory marketing in the beverage industry. We will be looking into aerated drinks, alcohols, caffeinated drinks etc. It would be an in depth study on sensory marketing with an academic study as well as an industrial study covering an introduction into sensory marketing and also studies into sensory marketing in the aforementioned products in the beverage industry.

Research question in this research since we see so much sensory advertising in the beverage industry, in not only aerated drinks but also juices, alcohols, caffeinated drinks and so on. Thus are research is divided into the following 2 main questions:

How sensory marketing influences a customer’s decision in product choice and brand retention?

What factors companies look at when they go into sensory advertising and the techniques they use to effectively attract customers towards their product and brand?

Purpose Statement

The thesis has the purpose of studying elements of sensory marketing that have been used in the beverage industry and the ways in which they being used till date. We will be focusing on brands that exist in the UAE and Asia Pacific region.

Target group

The purpose of our study is to analyze how sensory marketing influence the decision making of customers and how it can be applied to brands to help them achieve better performance. We will be giving the account of the elements that beverage companies use in their sensory advertising and the examples of successful companies that have used such techniques to their advantage.

This research could be beneficial for beverage brands that are implementing sensory marketing in their current business plan not only in UAE and Asia Pacific but all over the world.

Our research will contain primary and secondary data as research only based on secondary data would not be as accurate as the data collected through investigation.

The below two examples show the impact of sensory marketing in the beverage industry and how coca cola and Starbucks have worked on retaining their customers through sensory marketing. The examples also deal with one of cokes marketing strategy used in the UAE and Starbucks strategy that they use all around the world.

We see in coca colas hello happiness campaign where bottle caps of a coke bottle were made currency for phone calls. A coke payphone booth was set up where a single bottle cap gave a free minute of talk time. Where on one hand the foreign labor class and individuals unable to spend huge amounts on phone calls got the chance to speak to their family and loved ones at home, on the other hand the advertisement brought about a sense of love and family connection that is seen as a major element in Dubai lifestyle. Here we see coca cola appealing to not only the need of their customers, but the advertisement connecting to their customers on an emotional level.