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SEMOITIC AND SENSORY MARKETING

A PROJECT SUBMITTED IN

PART COMPLETION OF

POST GRADUATION DIPLOMA IN MANAGEMENT

To

THAKUR COLLEGE OF MANAGEMENT STUDIES AND

RESEARCH

By

PUNIT POPAT

UNDER THE GUIDANCE OF

PROF APARNA KHARE

TIMSR

BATCH 2007-2009THAKUR INSTITUTE OF MANAGEMENT STUDIES & RESEARCH

KANDIVALI (E)

MUMBAI-400 101



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CERTIFICATE

This is to certify that the study presented by Punit Popat to Thakur

Institute Of Management in part completion of Post Graduation

Diploma in Management in Semiotic & Sensory Marketing has been

done under my guidance in the year 2007-2009

The Project is in the nature of original work that has not so far been

submitted for any other course in this institute or any other institute.

Reference of work and relative sources of information have been given

at the end of the project

Signature of the candidate

Punit PopatForwarded through the Research Guide

Signature of the Guide

Prof. Aparna Khare



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ACKNOWLEDGEMENT

I would like to take this opportunity to express my sincere gratitude

and regards to Dr. M.A .Kohojkar (Director, TIMSR) for giving me the

opportunity and honour to prepare my final project on “Semiotic and

Sensory Marketing”. I am extremely grateful to my project mentor Prof

Aparna Khare for his excetional guidance, support, analytical approach

and critical appreciation that helped me immensely while preparing my

final project report. Working under him was a knowledgeable

experience.

I would also acknowledge the library in charge and Computer lab in

charge for the generous support and guidance in the preparation of this

project report.



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Executive Summery

This paper highlights the benefits of simple, user-friendly and culture

sensitive “SEMIOTICS AND SENSORY MARKETING” approaches as key to

accessing the complex world perceptions, thereby obtaining a better understanding

of consumer’s emotional, cognitive and behavioral response to sensory stimuli.

Traditional Advertising is no longer enough to get attention of consumers. In

an attempt to lure consumers, marketers are trying to catch their attention through

sight, sound, taste, touch and smell .Our senses interact with each other and borrow

from each others expertise in satisfying needs, or emotional language, meanings,

vocabulary. Each sense has its own dynamics and uses a ‘language’ and system of

signs, which to a certain extent has a universal quality but also takes on culture-

specific meanings

Semiotics is the science of signs .It includes words, gestures, pictures and

logos which help to connect and resemble a product because they share some

property. It even helps in developing ‘new connections’ between products and

benefits. The meaning of signs is learned early in life as a result of generalacculturation of a person. Marketers must be alert to the use of symbols and how the

target market will interpret them. Semiotics has the most prominent application in

‘Positioning’ of brands. Brands are less about ‘stuff’ than about meanings and

emotions they trigger in hearts and minds of the consumers. It can help to identify

ways to translate consumer insight into design pattern which results into ‘Product

Differentiation’. By providing a detailed picture of the symbolic nature of a product

and its environment, semiotics can widen the scope of marketing and offer new

ideas to make a brand more successful.



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Objectives

This project is a modest attempt at studying the structure and framework of new

marketing strategy which concentrate on sign & senses.

1. To study Semiotics as a marketing tool.

2. To study importance of Sensory marketing.

3. To study importance of different sensory marketing taking example of

different commercials.

4. To formulate and suggest effective marketing strategies to adopt in order to

work out winning strategies for branding and positioning.

Main aim is to learn different marketing strategy, which can enhance a firm’s growth

and which give an innovative approach for the same.



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CONTENT LIST

Sr. No Topic Page No

1 Introduction 1

2 Semiotic Marketing 2

3 Sensory Marketing 10

Visual

Auditory

Olfactory

Gustative

Tactile

4 Branding Through Senses 40

5 Blend Between Semiotic & Sensory Marketing 42

6 Conclusion 43

7 Future 45

8 Bibliography 46



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Introduction

'Products are made in the factory, but brands are made in the mind (- Walter

Landor).Research has proven that the crucial question for every marketer is how to

increase ROI!

Sensory marketing deals with stimulation of active senses. It addresses the

conscious as well as sub-conscious levels which evoke memories and feelings. It

impacts consumer’s awareness, interest, trial, purchase and repurchase. It imparts a

unique sensory quality which plays an important role in helping it stand out from

the competitors, especially if the brand creates a unique association with the sense or

senses.

In a world where the impact of traditional advertising is diminishing by the

minute, marketers can no longer compete by simply relying on what consumers see

and hear. To be successful, brands will need to incorporate a new form of messaging

which encompasses all five senses. This will allow you to reach people on a more

emotional level and build customer loyalty.Brand guru Martin Lindstrom, together

with an international team of more than 600 researchers has undertaken agroundbreaking two year study to determine the future of branding. The American

Advertising Research Foundation has called BRAND sense "the first branding

revolution in thirty years". Brands can achieve enhanced consumer loyalty by taking

all the senses into consideration

Sensory branding Establish compelling and distinctive emotional connections with

your customers to drive profitable growth. Successful brands such as BMW, Coca-

Cola, IKEA, Bang & Olufsen, Volvo, Siemens do differently through sensory

branding.



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Semiotic Marketing

Semiotics is a philosophical approach that seeks to interpret messages in

terms of their signs and patterns of symbolism. The study of semiotics, or semiology

in France, originated in a literary or linguistic context and has been expanding in a

number of directions since the early turn-of-the century work of C.S. Pierce in the

U.S. and Levi Strauss and Ferdinand Saussure in France. As an approach to

communication which focuses on meaning and interpretation, Semiotics challenges

the reductive transmission model which equates meaning with 'message' (or

content). Signs do not just 'convey' meanings, but constitute a medium in which

meanings are constructed. Semiotics helps us to realize that meaning is not passively

absorbed but arises only in the active process of interpretation.

The semiological approach suggests that the meaning of an advertise, does

not float on the surface just waiting to be internalized by the viewer, but is built up

out of the ways that different signs are organized and related to each other, both

within the advertise and through external references to wider belief systems. More

specifically, for advertising to create meaning, the reader or the viewer has to do

some 'work'. Because the meaning is not lying there on the page, one has to make an

effort to grasp it. Anthony Wilden has observed that 'all language is communication

but very little communication is language’ increasingly visual age, an important

contribution of semiotics from Roland Barthes onwards has been a concern with

imagistic as well as linguistic signs, particularly in the context of advertising,

photography and audio-visual media.



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Key Elements

1. Signifier and signified

A sign can be a word, a sound, or a visual image. Saussure divides a

sign into two components--the signifier (the sound, image, or word) and the

signified, which is the concept the signifier represents, or the meaning.

As Berger points out, the problem of meaning arises from the fact that the

relation between the signifier and the signified is arbitrary and conventional. In

other words, signs can mean anything we agree that they mean, and they can mean

different things to different people. Given the nonverbal nature of the "1984"

commercial, it might be expected that the complex sign system in the commercial

might produce a variety of meanings.

SIGNIFIED

SIGNIFIER



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2. Iconic, Symbolic and Indexical

Pierce categorized the patterns of meaning in signs as iconic, symbolic and

indexical. An iconic sign looks like what it represents--a picture of a dog, for

example.

The meaning of a symbol, like the flag or the Statue of Liberty, is determined

by convention--in other words, its meaning is arbitrary; it is based upon agreement

and learned through experience. Language uses words as symbols that have to be be

learned; in Western languages there is no iconic or representational link between a

word and its signified concept or meaning.

An indexical sign is a clue that links or connects things in nature. Smoke, for

example, is a sign of fire; icicles mean cold.

Visual communication,--including video forms--uses all three types signs.

Because of the essentially nonverbal nature of the "1984" commercial storyline, it is

particularly rich in complex visual signification. Most signs operate on several

levels--iconic as well as symbolic and/or indexical, which suggests that semiotic

analysis may be addressing a hierarchy of meaning in addition to categories and

components of meaning.

3. Denotation & Connotation

Denotation refers to the literal meaning of a word, the "dictionary definition.

Denotation is the specific, literal image, idea, concept, or object that a sign refers to.

Connotation, on the other hand, refers to the associations that are connected

to a certain word or the emotional suggestions related to that word. Connotation is

the figurative cultural assumptions that the image implies or suggests. It involves

emotional overtones, subjective interpretation, socio-cultural values, and ideological

assumptions.



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Example

Stop Sign

Denotation— Stop (even without words, we recognize the meaning from

the shape and color)

Connotation—Risk (accident or ticket)

Health club ad

Denotation— fit person in foreground --> you could look like this

Connotation—fit person in background --> you could pick up a date like

this in our club

4. Myth (Mythology/Ideology)

The set of beliefs required to decode meaning is often called mythology or

ideology. These are generally social, moral, and political belief systems that are

culturally constructed.

Advertisers attempt to attach products to cultural myths within our society.

Bignell states that “To possess the product is to ‘buy into’ the myth and to possess

some of its social value for ourselves” (Bignell 2002).

Buy using semiotic analysis we are able to identify the attempts to link to these

myths. It helps us understand how products are linked to these cultural myths, and

how they normalize some myths which may be obscene to some, or just untrue.

Bignell states that often “Advertising has been critiqued as one of the social

institutions which perform this function of nasturalizing dominant ideologies in our

culture” (Bignell 2002).



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Allure Of Semiotics

The first is that our common sense thinking about language and other forms of

representation has been overtaken by the evolution of culture and

technology. Semiotics helps us to catch up and regain control.

Language and other forms of representation follow: useful tools or

envelopes for transferring thoughts/meanings from one individual to

another. This model, although we still live by it, is transparently

nonsensical in today’s multicultural world of all-pervasive

communications. Semiotics has become the study of anything that

communicates or can be used in communication.

Instead of being the unwitting captives of our systems of classification and

representation, semiotics grants us an awareness of how they function—an

ability to map, decode and recode the universe of signs and messages that

we inhabit.

The signs that shape us, express us and, increasingly, constitute our reality

(active signs, the signs of semiotics) are now very much here.

Semiotics can be used to analyze any aspect (or all aspects) of the brand

mix that communicate the brand to the consumer: e.g. advertising,

packaging, retail outlet design, POS, merchandising, customer service

initiatives etc.

This analytical work is not carried out with consumers but via expert

analysis directly applied to culture and communications—focusing on aspecified body of ‘texts’, be these ads, packs, press, TV programmers etc



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Semiotics is coming to play an increasingly important role in marketers’

understanding of consumer cultures and subcultures—no-go areas,

opportunities, new markets and cross-cultural harmonization. The

methodology is also extensively used in decoding competitive

communications (and evolving new communication strategies) in a

rapidly changing cultural context, e.g. in advertising and packaging.

Semiotic analysis brings a number of important client benefits:

a) Cultural awareness is making the most of your brand within

Specific cultural contexts.

b) Deeper insight into the inner workings of category communications

which includes understanding your competitors better than theyunderstand themselves.

c) Understanding brand tone of voice and ‘body language’—the

unconscious meanings expressed by the form of communications.

d) Evolutionary understanding: How are the unwritten rules (codes)

of category communications changing over time and where are they

heading?

e) Learning what the consumer can’t tell you—expert analysis of

unconscious cultural patterns that are shaping consumer response.

Any brand is based on an evolving mass of hidden meanings and

associations—a largely unconscious universe of language and

assumptions shared by producers and consumers of messages that

make up the brand mix.

Semiotic analysis brings these meanings and associations to the

surface and assesses the direction and pace of cultural change across

time. The hidden part of the iceberg is a brand’s ‘cultural unconscious’

made up of associations, similarities and significant differences.



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Most Productive Area Of Semiotic Marketing

Semiotics so far, at the Added Value Company and elsewhere, founded that

this methodology is particularly productive in four types of projects

Positioning

a) Analysis of the competitive and cultural context

b) Assess pace and direction of change in culture and

communications

c) Identify gaps and opportunities

d) Ideas for updating representation/execution of typical brand

codes and equities

e) Identify executional codes for communicating new positioning

in competitive context

PositioningCommunication

Strategy

Market EntryConcept

Stretching/Enrichment

SemioticMarketing



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Communication Strategy

a) For ads, packs leaflets etc.

b) Competitive and cultural context analysis

c) Assess direction and pace of change (in category and cultural

codes)

d) Identify best codes to harness or break

Market Entry

a) In depth analysis of local cultural context

b) Positive features and no go areas

c) Analysis of communication codes

d) Emergent codes—in culture and category communications

e) NPD gaps and opportunities

Concept Stretching/Enrichment.

a) Cultural research to deconstruct a particular concept area then

expand

b) ideas and images associated with it

c) Mining popular culture for new ideas and metaphors

d) Generate recommendations for breaking out of the box of

conventional

e) positioning areas

f) Develop stimulus material for research.



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Sensory Marketing

According to Rieunier (2002), the sensory marketing approach tries to fill in the

deficiencies of the “traditional marketing” which is too rational.Classic marketing is

based on the idea that the customer is rational, that his behavior is broke up in

defined reasoned steps, according to the offer, the competition, the answer to his

needs.

By contrast, sensory marketing put the experiences lived by the consumers and his

feelings in the process. These experiences have sensorial, emotional, cognitive,

behavioural and relational dimensions, not only functional. It aims to create the

adequacy of the products with their design and their packaging, and then to valorise

them in a commercial environment to make them attractive. There, the consumer is

behaving according to his impulsions and emotions, more than his reason.

For many marketers (and consumers), the affectivity, perception and pleasure are

more important than the price, since many products are now technically similar:

they have to be differentiated in another way. In the catering marketplace, this point

is highly true. What can differentiate two bakeries, two pizzerias? The good taste ofthe product is not enough: the surrounding, the sensation of pleasure created by

stimulating the senses of the consumer will give a competitive advantage.

Sensory perceptions are unique to each of us, as memories are. We experience

powerful stimulations from them. The opportunity of brand building by leveraging

the five senses is wide open. Brands are hovering in the wings, as an audience of our

highly receptive senses sits in a darkened theatre, anticipating a marketing show that

hasn't yet begun. Few companies have integrated their brand-building strategies to

appeal to all the senses. This is probably the case for two reasons: not all media

channels are able to connect with each of the five senses, and we really don't know

how to handle the phenomenon of total sensory appeal.



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Kotler (1973) had already mentioned the need for brands to position them differently

that according to the price or the assortment. He started to explain the influence of

the point of sales physical environment on the behaviour of the customers and gave

a definition of the atmosphere as “the creation of a consumption environment that

produces specific emotional effects on the person, like pleasure or excitation that can

increase his possibility of buying”. He considered the creation of this atmosphere as

the most important strategic way of differentiation for retailers.

According to Rieunier (2000), the components of atmosphere are:

Visual factors

o Colours of the surrounding

o Materials

o Lights

o Layout (space, cleanness)

Sonorous factors

o Music

o Noises

Olfactory factors

o Natural smells

o Artificial smells

Tactile factors

o Materials

o Temperature

Gustative factors

o Sampling



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Auditory Olfactory Gustative

Importance

18

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Sense : Any of the faculties, as sight, hearing, smell, taste, or touch, by which

humans. And animals perceive stimuli originating from outside or inside the body.

Sensory marketing: Marketing techniques that aim to seduce the consumer by

using His senses to influence his feelings and behavior.

Sensory Marketing is an effective marketing application

measures and explains consumer emotions

spots and capitalizes on new market opportunities

maximizes product profitability

ensures first and repeat purchase

Ensures long-lasting product success



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Visual Marketing

Sight is the most used sense in marketing, as it is the most stimulated by the

environment. The choice of colours and forms in the conception of a product, the

layout of a point of sale, the realisation of promotion campaign are key factors of

success (or failure), well understood by marketers.

Colours and shapes are the first way of identification and

differentiation. Many brands are associated to a specific colour,

then it is memorised more easily in the consumers’

unconscious: Coca Cola is red, Kodak is yellow… The company

can be identified even tough the customer didn’t see the name!

According to memory retention studies, consumers are up to 78% more likely to

remember a message printed in colour that in black and white15. In the food and

beverage industry, the impact of colours is obvious and sharply defined.

Good packaging using bright colours and clean designs mesmerizes people,

captivating them and enhancing their brand relationship. Unmistakable Absolute

Vodka, Apple iMac (Apple has managed to built a brand so delicious you want to

take a bite!), and Gillette razors are brands that are focused on constantly

introducing the fresh shapes and sensory experiences that consumers appreciate.

The sight is the most solicited sense because it is the most stimulated by the

environment. The choice of the forms and the colours during the phase of product

creation, selling space and advertising campaign is a key factor of success.

Inside the shops, promotional videos and videos related to the products andenvironment of the firm is a concrete example in the recent evolution of visual

marketing.

Food images are powerful marketing tools deserves to be mentioned. In the Oxford

study that pictures of chocolate triggered areas of the brain associated with addiction



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when viewed by chocolate cravers, the researchers also examined the response to

actual chocolate with and without images. Combining the sight and taste of

chocolate produced a stronger reaction in both cravers and non-cravers, than either

separately. This suggests that seeing the food we eat, plays a key role in enjoying its

taste.

The following statement sums up the characteristics of each colour and their impact

on

consumer behavior

Red

Highest stimulation hue:

strong excitation power.

Red increases the pulse

and heart rate, as it raises

blood pressure, and

stimulates appetite.

Really popular in

restaurants as it increases

appetite.

However, due to its

exciting properties, red is

more likely to be used in

bars.

Orange

Orange is friendlier than

red, but still stimulateappetite and attract

attention, especially

among kids and teenagers.

Companies like Burger

King or Dunkin Donuts

use orange as main colour.

Pink

Sweet and appealing. The

perfect colour

for sweets.

Mainly used by candies

producers as Sweet’N

Low,

and sweet shops

Yellow

Comforting colour. It can

also mean tangy, creamy

or delicious connected to

aliments.

Popular hue for tea houses

or pastry shops.



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Green

.

Meaning of refreshment

and nature. Connected to

vegetables, it is means

healthiness for the

consumer

Green is a delicate colour,

as if not used in the right

environment it is not

appealing but can be

repelling

Blue Associated with sea and

sky calmness, suggest

trust and serenity.

As blue icy hues refer to

purity and coolness, this is

the ideal colour for

products like bottled water

White

Sign of purity, cleanness

and coolness.

White is the basic colour,

as it brings out everything

else.

In a restaurant, white is

used everywhere the

customer expects for

cleanness

Black

On a packaging, black is

symbol of top-of range,

quality and sobriety.

As it is the darkest colour,

black is exclusively used to

As it is the darkest colour,black is exclusively used to

The light is also a major component of the environment. According to Rieunier

(2002), the differences come from the light source and its intensity: natural light, or

softened artificial one, will increase the well-being sensation and the time spent in a

point of sale. On the other hand, artificial and intense lights will increase customers’

dynamism.

In the food-industry market, this sense is one of the most important: the vision gives

the first impression of the quality, for the product as for the environment.



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Color and Brand Identity

1. Color increases brand recognition

Examples:

Color influences brand identity in a variety of ways.

Consider the phenomenal success Heinz EZ Squirt Blastin'

Green ketchup has had in the marketplace. More than 10

million bottles were sold in the first seven months following

its introduction, with Heinz factories working 24 hours a day, seven

days a week to keep up with demand. The result: $23 million in sales

attributable to Heinz green ketchup [the highest sales increase in the

brand's history]. All because of a simple color change.

Apple brought color into a marketplace where color had

not been seen before. By introducing the colorful iMacs,

Apple was the first to say, "It doesn't have to be beige". The iMacs

reinvigorated a brand that had suffered $1.8 billion of losses in two

years. (And now we have the colorful iPods.)

2. Color Attracts Attention

Tests indicate that a black and white image may sustain interest for less

than two-thirds a second, whereas a colored image may hold the

attention for two seconds or more. (A product has one-twentieth of a

second to halt the customer's attention on a shelf or display.) People

cannot process every object within view at one time. Therefore, color

can be used as a tool to emphasize or de-emphasize areas.



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Example:

A Midwestern insurance company used color to highlight key

information on their invoices. As a result, they began receiving

customer payments an average of 14 days earlier.

Marketers should follow the old maxim that “a picture is worth a

thousand words” - showing people a picture of a particular product

they crave bypasses conscious thought and directly activates the brain.



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Case

As already mention, Orange is friendlier than red, but still stimulate appetite and

attract attention, especially among kids and teenagers. Clear aim of Mirinda is to

attract more and more people from age group of 12-30.

Mirinda is tried to brand or associate its product with orange colour, and hence they

came up with punch line “Orange Dekha To Mu Bola Mirind”. So they want there

target audience to recollect there product as soon as they see anything orange.

Such visual marketing can help Mirind to increase its recall rate. And Mirinda’sgood packaging & us bright colors and clean designs mesmerizes people, captivating

them and enhancing their brand relationship. Hence, Mirinda provide special,

unique and different shape to its 500 ml bottle.

Below advertise shows that how much, a girl is crazy about Mirinda that instead of

recognizing her mother first she is recollecting Mirinda by seeing orange color.



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Doctors take out band from a

girl’s eye, after operation, to

check whether her vision is

back or not?

Same way her mother was

expecting to her “MA” from

her daughter mouth

But instead of noticing her

mother she first notice

ORANGE sari ware by her

mother

Happily she shout MIRINDA.

And in background sound plays

“Orange Dikha to mu bola

Mirinda….da……”

Advertise end with showing

new Mirinda orange and bottle

of Mirinda.

Girl first look at her father

who was hopefully looking at

her daughter & girl exclaimed

“PAPA”



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Auditory Marketing

Sound evokes memory and emotion. A familiar birdsong floods you with

impressions of home; a hit song from your youth brings back the excitement and

anxiety of your teens. AOL stepped up to the plate by using a voice familiar to many

young Web users. Brittney fans discovered they can hear their

idol not only when experiencing CDs and videos but also when

launching AOL. Brittney lets you know, "You've got mail."

Kellogg's has also invested in the power of auditory stimulus,

testing the crunching of cereals in a Danish sound lab to upgrade

their product's "sound quality."

Living-brands transcend visual stimulations by adding extra-sensory elements to

encourage their recognition, enhancing their customer [people] relationship

experience.

Think of unique sounds for instance; the roar of a Harley Davidson engine (which

they have trademarked) conjures up power and is as recognizable as their logo. Not

to mention the unmistakable sound of Intel's catchy jingle, which has helped this

brand gain customer recognition across various media.

To use sounds is known in advertising: to associate music to a message is a good

way to make the consumer remember it. However, music is also important for

sensory marketing users, since researches underlined the impact of music on

behaviour, in a point of sale for instance.

The effectiveness of a selling environment depends on its capacity to manage thesubjectivity of the potential customer (Célier, 2004). Music is in every point of sale or

restaurant, and is an integrant part of the atmosphere, so are lightning or design, and

whatever its place (discrete speakers or video-clips in a big flat TV) has a role to play

in the customer perceptions.



28

Background music is the cheapest and the easiest factor of atmosphere to manage

(one button and it is off or a track is skipped, another one and sound is louder…),

but it is definitely not the less powerful. The power of music is in its capacity to

contextualize the different articles and support emotional states and poses (Gumperz

1977; DeNora 1986). Music aims to put customer in a state of mind corresponding to

the articles that are sold: play rock music in a guitar shop and the person will

imagine himself playing with what could be his future purchase.

Music can then, if connected to the product, be a way to act on the buying behaviour

of the customer. It is also proved that high volume music in a bar will increase the

consumption of the customers

Studies have been made to find what kind of music fits the best with the different

kind of places: for instance, classical music will increase the quality sensation of a

wine cellar (Areni & Kim, 1993) or a tea house (North & Hargreaves, 1996).

But music can also act on the “crowd management”, by influencing the time spent

inside by the customer. For example, according to two studies from Roballey & Ali

(1985) and Milliman (1986), a fast-tempo music will push the customer to leave

earlier.

In the other hand, a slow music played at low volume will increase the time and the

money spends inside. Same studies revealed also that clients will eat faster in

resturent, and consume less with a loud volume and fast tempo music. Another

research from Smith & Curnow (1966) revealed that in a point of sales, customer

adopts his walk speed according to the tempo of the music. Music offers a wide

range of possibility to the marketers to influence customer’s behavior and complete

the atmosphere to create a coherent sales environment.



29

EXAMPLE

The focus at Borders Books is aimed at maximising the amount of time people

stay in the store. On entering a Borders Book store you immediately get the

impression that you are invited to relax. The in-store music is designed to

maximise customer visit time. Research has shown that if shoppers stay

longer and travel more slowly throughout the store, they are likely to

purchase more.

“The tempo of the music at Borders Books is slow and relaxed. The tempo

of the music tended to alter customer perception of elapsed time in the store.

This finding supports Milliman’s study (1982) that found that the tempo of

music can effect shoppers’ pace of movement around the store. Shoppers and

sales associates indicated that the soothing nature of music also helped to

facilitate discussions about products and services.”



Case

Every airtel commercial inc

“Outlook Express-2006” awa

86%, that is most of the per

“Airtel Sound”.

This is a Auditory marketin

able to crate maximum awarea market leader.

This sound has added emo

recollection in mind o f custo

Airtel has a mix tempo of sl

people, where in music is si

variation in tones, which depi

And the below commercial is

Rehman.

udes a particular airtel tone. As per th

eness of airtel tone in 2-tier & 1-tier city i

on who here this sound can easily recog

by airtel, concentrating on auditory sen

ness, also this is one of the reason behind i

tional appel along with great awareness

ers.

w and fast music which apple to all clas

ple and still very attractive to the peopl

cts versatile feature of Airtel.

also depicting same message, which inclu

30

survey by

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ize it as an

e airtel was

ts success as

and better

and age of

because of

es Mr. A.R.



31

AR Rahman tries to divert a

cranky kid’s attention by

playing the harmonica

On the way, Rahman picks up

a flutist and percussionist

and they jam. "Live in a

dream. Live in a hope. Let

the rhythm take control. Live

in this...

...day. Live the moment right

now.", go the lyrics. Passing by

a concert, all the musicians give

an improvised performance.

All through, the music is

transmitted over Airtel to the

recording studio.

Super: '16 states, 600 million

people.' MVO: "Airtel. Live

every moment

He calls up his recordist to

replay the tune. "It's nice.

You want to add something

more?", is the response.



32

Olfactory Marketing

Scientific studies have shown that 75 % of our emotions are generated by the smell.

This is maybe the reason why the use of smells in a commercial way is increasing

every day. The most famous technique of olfactory marketing in

the food industry is the use of artificial smells to appeal to

customers in the street, subway or supermarkets.

Paradoxically, there are only few studies in this field, in

comparison with researches on

visuals or sonorous stimulus. Researches on the smells started these last 15 years,

especially in the United-States, so many questions are still unanswered.

However, the impact of smells on customers’ behaviour has been definitely certified.

First, searchers proved the positive impact of a smell on the evaluation of a product

(Laird, 1935; Cox, 1969). According to Spangenberg, Crowley & Henderson (1996), a

pleasant smell influence positively the evaluation of the customer on a point of sale

(and some of its products), the intent of walk-through, of buying, as on the time

spent inside (real and perceived). But the precise olfactory characteristics that could

be at the origin of these influences are not yet determined.

It is difficult in the way that perception of smells is different from a person to

another, and there are plenty individual variants that marketers have to take in

account.

The first one is the sex of the person: Hirsch & Gay (1991) have noticed that women

are more sensitive to smells than men. However, each sex doesn’t have the reaction

faced on the same smell: for instance, men stay longer than women in a shelfperfumed with spicy scent (Wall Street Journal, 1990), when women are more

sensitive to shampoo smelling than men. The age of the customer modify his

perception, as according to (Doty 1984, 1985), the sense of smell break up as the

person gets older.



33

In this way, there is also a difference between generations: persons born before 1930

are more likely to call up natural smells, when youngest report more food or

artificial smell.

Apparently, people can recall scents and odours better than they can recall what

they have seen.

EXAMPLE

Some supermarkets in Northern Europe are connected to bakeries by

hundreds of meters of pipeline. The pipes carry the aroma of fresh bread to

the stores' entrances. The strategy works. Passers-by are struck with hunger

and drawn inside the shop. A major British bank introduced freshly brewed

coffee to its branches with the intention of making customers feel at home.

The familiar smell relaxes the bank's customers, not an emotion you'd

normally associate with such an establishment.

Singapore Airlines has demonstrated an understanding of the psychological

importance of the senses in establishing and maintaining customer

impressions. By appealing to all senses (music, fragrance, manner, and

demeanor mingle in the cabin to evoke the airline's image), the airline has

created a branded flying experience.



34

Case

As a smell can take you many years back in your memories, some smell can attract

you and some can distract you but the real job of an olfactory marketer is to make

one feel good, comfortable and homely.

Below mention advertise mention that through olfactory marketing “Ambi pur” is

trying to show that if one is using its product than they can get feel of home even if

they are in a car.

Sweet fragrance of “Ambi pur” makes one relaxed and peaceful and freshens the

environment so that it creates homely environment. Even good interior smell crate

good impression to others, and “Ambi pur” gives variety of fragrance to refresh

one’s mind & body.



35

The film opens with a girl

relaxing in a spa room with

soothing music and refreshing

air.

Suddenly a car enters the

room, stops by her side with a

man asking her the way to the

airport.

Finding her confused the man

on the driving seat replies to

the other man's question..

She looks at the Ambi Pur

bottle in the car with a smile

and goes back to her

dreamworld.

The ad ends with the VO: “A

spa in your car, with the new

range of Ambi Pur aroma

therapy car and home

perfumes

The girl wakes up, looks

around and realises that she is

in her car while the spa was

just a dream.



36

Gustative Marketing

How often do you find yourself recalling a situation or circumstance associated with

a past experience that is triggered by something you are

eating? Maybe you get a sense of comfort and love from

recalling the taste of your grandmother’s apple pie, or a

sense of dread from being forced by your patents to eat cold

spinach as a form of punishment.

This refers to the intrinsic attributes of a product which

account for being an efficient way of differentiation notably in the alimentary

market, but not only: many researches and innovations have been led by toys, baby’s

bottles pacifiers, cigarettes or medicine producers. Thanks to scientific

advancements, this sense is now highly mastered and exploited by producers in

order to adapt their products to regional preferences: e.g. German consumer likes

the sweet-salty mix, softly sour for the British one (Célier, 2004).

Recent studies aimed to understand better the mechanism of taste and explore the

existing relations between, for instance, taste and colours. Thus, scientists now know

that the 4 basic gustative sensations Sweet

Sour

bitter

salty

This are respectively linked by consumers to the red, green, blue and

yellows colours. This might be important in the packaging design process of a

product for instance.

In a promotional way, companies often use gustative marketing to convince

customers, by making blind-tests (trough comparatives advertisements for instance)

or directly with sampling or free-tasting promotional operations. According to



37

Rieunier (2002), such operations can be determinant in the food industry, as

customers are more disposed to purchase a product that they already tasted and

liked.

It is generally believed that girls are more sensitive to taste than boys. As you get

older, your sense of taste changes, and becomes less sensitive.. Different tastes are

distinguished by various combinations and a more sophisticated sense of smell.

Taste and smell are closely related. It would not be incorrect to assume that one

smells more flavors than they taste. When the nose fails, say from a bad cold, taste

suffers an 80 percent loss.

Smell is estimated to be 10,000 times more sensitive than taste, making taste the

weakest of our five senses.

EXAMPLES

Colgate is one of the exceptions. They’ve patented their distinct toothpaste

taste. It’s important to note that they have not to date extended this distinctive

taste to their other products, like their toothbrushes or dental flosses. So

although they’ve been totally consistent with establishing the Colgate “look”

across their product lines, they’ve been inconsistent by not building their

unique taste into products other than toothpaste.

Despite this lack of consistency, Colgate probably ranks as one of the

best brands in applying a distinct taste to its product, although there still

remains a fair bit of room to leverage taste as part of the brand’s extension

strategy.



38

Case

A good test is a way of reaching some one heart, and that is core of Gustative

marketing. Each and every player of food and snack industry try to capture market

by targeting this strategy.

Dairy milk has try to replace tradition sweets in India, by positing ther product as

one of the best sweet which one can give in gift during festival and which one can

eat during their morning or evening meal.

By providing its product in different flavors dairy milk also create sense of

providing different sweets.

And advertise depict that Dairy Milk is better sweet than other traditional sweets.

And all family member right from granny to kid is enjoying this sweet which shows

that all age group is targeted.

So now dairy milk has brand them self as sweet, so now whenever one here or test

some sweets they will first recollect Dairy milk.



39

z

The film opens on a family

having dinner at home.

The mother goes to the

fridge and takes out a bowl.

They all peep from behind in

anticipation for the

“meetha.”

...jingle, “pet bhar gaya hai

par”. Other members of the

family join in, “meethe mein

kya hai”.

Top shot of the dessert bowl

reveals Cadbury Dairy Milk

Desserts

...mother enjoys the 'Tiramisu'

flavour. The ad comes to an

end as the...

The husband eats one and says

with a surprise, 'Kalakand!'

while his...



40

.

...family concludes the jingle,

“khaane ke baad kuch meetha ho

jaaye.”



41

Tactile marketing

Touch is the tool of connection for those who have the misfortune to be both blind

and deaf. When all else fails, the skin can come to the rescue. Such was the

experience of Helen Keller, who became deaf and blind

through illness at age two. The unruly child was dragged to

the water pump by her teacher, who held her hand under

the stream while signing W-A-T-E-R into her palm. This

marked the beginning of an arduous but rewarding journey

that ultimately led to literacy and opened up a world of

Braille and books that could be read by touch.

The skin is the largest organ of the body. We’re instantly alert to cold, heat, pain, or

pressure. However, our need for touch does not diminish, and exists beyond

detecting danger. We need the stimulus of touch to grow and thrive. Marketers try

to take in account the emotions sparked off by this touch during the conception of

the product (pen, clothes, car steering wheel…) or its conditioning (perfume bottle,

crisps pack). For instance, the bottle of the French mineral water brand Valvert

evocates through its rough touching the natural origin of its source in the heart of

the mountains.

One major reason online clothes shopping never took off is, people couldn't touch

the product. Amazon avoided this problem because people don't attach so much

importance to the feel of a book as they do to its content. Clothes, on the other hand,

must be felt and tried on for size, color, texture, and so on. Physical proximity to

product is elemental to purchase decisions. Shopping behavior depends on it.

Thus, sensory marketing is a deep and complex concept, as it deals with the

unconscious of the consumers: their perceptions, feelings and tastes. This approach

is necessary as it allows controlling the atmosphere factors. Then, the aim of our



42

research will be to sum up the different techniques used by catering marketers

which appeals to the senses of the consumer.

Examples:

soft red carpet:

The touch creates familiarity with the store or the product. A company

can use for example a soft red carpet which takes part in the well-being of

consumers. A comfortable ground encourages more with the dawdling.

Car manufacturer’s:

The car manufacturers make important research on the touch of the

gear shift wheel and lever so that those get feelings of well being and solidity.

It can be trying for a distributor to use the techniques of sensory marketing

with an aim of handling the consumer.



43

Case

Apparels, one of the very few segments which don’t work well on net because there

is no personal touch online, for them. So most of the apparels work on tactile

marketing. Unless and until one is not getting personal touch they want prefer to

purchase cloths. So make you feel good, comfortable, royal and different tactile

marketing place very important role, as one can clearly see difference through it

along if its easy way of comparison.

But the mention commercial of Raymond shows that how your loving one feel

proud, comfort and closeness to you if you are a Raymond man. So a small girl alongwith the closeness to her father, fined heaven in feet of her father, and she sleeps

fearlessly on feet of her father.

So such feel creation and its marketing is only possible if tactile marketing is used.

And by using this tactic Raymond has able to create good awareness in market. And

Raymond always talks about feeling cloth rather than looking it



44

The cheerful and happy face of

a little girl keeps appearing and

disappearing before the

camera

Continuing with their play,

she enjoys a walk around the

room, standing on his feet.

Devising new games the father

and daughter now run around

the house, trying to catch each

other.

Tired with all the running

around, he finally flops onto

the couch.

Huging her father's leg the little

angel feels the soft fabric

against her cheek. Super: 'Feels

like heaven.'

The mystery is solved when

we find her father playing

with her by rocking her on his

feet.



45

.

Comfortable in her position,

our young friend falls asleep.

Super: 'Feels like Raymond.'

Seeing the child fast asleep,

'dad' now settles down to read.

MVO: "Raymond, the complete

man."



46

Branding Through Senses

Sensory Branding is the purposeful design and deployment of the interactionbetween the senses in order to stimulate a consumers relationship with a brand; and

to foster a lasting emotional connection that optimizes purchasing and brand loyalty.

Sensory brand experiences can help overcome some of the current obstacles

that all brands face

Overexposure to brands (average adult sees 86,000 commercials per

year)

Product proliferation

Higher new product failure rates

Diminishing effectiveness of mass media advertising

Product commoditization

Shift towards online interactions with brands and the rapid growth of

wireless messaging and mobility (reducing brand impact)

Skills required

Brand strategy and planning

Direct marketing skills (segmentation,

targeting, messaging and media)

Sales promotion expertise

Creative development and management

Retail and consumer products marketing executionSteps involved in

sensory branding



Objectives achieved through

Sensory Branding Program

ExperienceObjectives

Marketing Objectives

Sensory Audit

Brand Staging

Brand Drama

Brand Signature

Implemtation &

Evaluation

sensory branding are

e

•Alter moods

•Establish associations

•Establish emotional bonds

•Enhance the product experience

•Create or evoke memories

•Encourage trial

•Promote switching

•Increase product usage

•Create meaningful and

•lasting differentiation

• Understanding sensory componants of t

• Brand is communicated through media

result of audit stage

• A means for customer to achive someth

they wants badly

• Actually delivery is done through sensescolor, sound, logo,smell etc.

• Checking, improvement and required ch

at this part

47

he brand

sing

ing which

like

nge is doe



48

Blend between semiotic & Sensory

Marketing

As already mentioned semiotic marketing is done through the use of sign and

symbols. Whenever one can relate one symbol or sign with particular product or

service, it is nothing but semiotic marketing. For example when one see a right tick

they can directly relate it with Nike.

Similarly sensory marketing is concentrating promotion through five senses that is

eyes, ears, nose, touch, and test.

It can be determine that sensory marketing is extension to semiotic marketing.

Semiotic is just concentrating on visual aspect while sensory marketing includes

more 4 aspects.

Semiotic marketing provide base for sensory marketing, as unless and until there is

no sigh or symbol is attached to a brand, product or service its not possible to give it

auditory, tactile or any other sensory marketing.

Success of a brand is depend on both semiotic as well as sensory marketing, semiotic

provide start to a brand while sensory marketing gives pace to the brand. So

combination of semiotic and sensory is must for any firms looking for effective and

innovative marking style, for its success.



49

Conclusion

To succeed with a sensory branding strategy, it is essential that you don’t plunge

right in and start adjusting the sound, smell and tactility of your brand. Before chefs

touch their ingredients, they have a clear vision of the gastronomic journey they

want to create for their customers. Setting the stage is another apt metaphor.

Carefully select the channels and the tools you plan to use and the senses you intend

to tap into. Each element of your brand is integral to the eventual show. What

exactly do you wish to present in your brand theatre? What messages will the brand

impart? It’s essential to be perfectly clear about the brand’s core message from the

outset. The trick is not to change every sensory experience at once, but to optimise

your brand sense by sense. Your brand’s sensory priorities will depend on the

category of its products. But, from experience it is clear that working on sound, then

smell, makes sense, not only because sound is easy to implement, but because sound

is often underleveraged.

Finally marketing itself is an art not a science (“common sense made difficult”).

There is a latent nervousness among marketers about the discipline—in comparisonwith, say, the identifiable skill set at work in quantitative statistical analysis or even

in the business of recruiting and running focus groups. In this respect semiotics can

be highly reassuring—setting a framework, a discipline, a structured environment

for discussion, negotiation and decision-making.

This environment, moreover, is very much in touch with the way the world is

heading— towards ever greater sophistication and discrimination in relation to

communications and culture. In this respect, semiotics offers marketers a higher

level of credibility for their discipline —the prospect of having their very own -

ology.



50

We experience powerful stimulations from them. The opportunity of brand building

by leveraging the five senses is wide open. Brands are hovering in the wings, as an

audience of our highly receptive senses sits in a darkened theatre, anticipating a

marketing show that hasn't yet begun. Only few companies have integrated their

brand-building strategies to appeal to all the senses. This is probably the case for two

reasons: not all media channels are able to connect with each of the five senses, and

we really don't know how to handle the phenomenon of total sensory appeal.



51

FUTURE

How can you appeal to all five senses on the Internet? Well, you can't get them all.

But you can optimize the tools available to you, one of the most neglected being

sound. Why do you reckon you hear that familiar sound of fizzing Coke being

poured into an ice-filled glass when you visit the Coca-Cola site and the sound of

brewing coffee on the Starbucks site? Meaningful sound is a cheap but very effective

way of appealing to another of your visitor's senses and of powerfully enhancing

your brand's message.

Another field in which improvement can be brought is through sensory marketing is

television. How do we optimise the success of commercials? How do we align them

with the world of the contemporary consumer? We need something to break the

advertising impasse. Imaging whenever one is watching a perfume advertise there is

no personal feeling involved in it as one can feel it only by smelling so use of

Olfactory Marketing is must for its effectiveness which is not involved in television

commercial. And this could be possible through importing technology from Nikon

as such technology is already used by them but in cameras, so a bit improvement canenhance its scope to television also.



Bibliography

1. Malcolm Evans’s –Research Paper on ‘Semiotics Culture and Communications’.

2. http://www.neurosciencemarketing.com

3. http://www.design-emotion.com

4. http://www.edition .cnn.com

5. http://www.environmentalmarketing.blogspot.com

6. www.google.com

7. Outlook Express

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