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The ways in which Experiential Marketing can be harnessed to foster better Inclusive Marketing

PRIMA: Practices and Research in Marketing

Volume 2 Issue 2

Published: 2012
Author(s) Name: Gaurav Babel, Sakshi Jain
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Abstract

Inclusive marketing aims at making a product or service available to as many as possible, rather than catering to only certain section of people. Various examples like penetration of telecom sector, Nokia launching 1100, post office project Arrow aiming to convert post offices into banks, SBI starting zero balance bank account called SBI-tiny account, LG coming with sampoorna TV or concept of Arvind mills Ruf and Tuf jeans all witness the concept of bridging the gap to have an exclusive customer base. On the other hand, experiential marketing aims at harnessing customer experiences. It aims at giving sensory experiences to its customers through sight, sound, touch, taste and smell. Our paper aims to present how experiential marketing can help in fostering inclusive marketing. The paper will first define inclusive and experiential marketing, and then will see some examples where relationship between the two can be studied. A survey is then conducted to show the difference between two cluster groups, one given experience in form of free subscription of the product and other not given any such experience. In the end, we have suggested two models suggesting how experiential marketing can better help in harnessing inclusive marketing.

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