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 2007-2009 THAKUR INSTITUTE OF MANAGEMENT STUDIES & RESEARCH KANDIVALI (E) MUMBAI-400 101

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 Popat Forwarded through the Research Guide

Signature of the Guide

Prof. Aparna Khare

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.

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 consumers 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 culturespecific 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 general acculturation 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.

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 firms growth and which give an innovative approach for the same.

CONTENT LIST
Sr. No 1 2 3 Introduction Semiotic Marketing Sensory Marketing Visual Auditory Olfactory Gustative Tactile 4 5 6 7 8 Branding Through Senses Blend Between Semiotic & Sensory Marketing Conclusion Future Bibliography 40 42 43 45 46 Topic Page No 1 2 10

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 consumers 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 a groundbreaking 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, CocaCola, IKEA, Bang & Olufsen, Volvo, Siemens do differently through sensory branding.

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.

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.

SIGNIFIED

SIGNIFIER
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.

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)

ConnotationRisk (accident or ticket)

Health club ad Denotation fit person in foreground --> you could look like this Connotationfit 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 todays 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 functionan 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 communicationsfocusing on a specified 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 subculturesno-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 they understand themselves. c) Understanding brand tone of voice and body languagethe 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 cant tell youexpert analysis of unconscious cultural patterns that are shaping consumer response. Any brand is based on an evolving mass of hidden meanings and associationsa 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 brands 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

Communication Strategy

Semiotic Marketing

Market Entry

Concept Stretching/Enrichment

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

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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 codesin 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 of the 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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Importance
70 60 50 40 30 20 10 0 Tactile Visual Auditory Olfactory Gustative Importance

Then, music has been introduced, in commercials (with the apparition of TV spots) as in the point of sales. Today, there is no point of sales without music in the background, and 99% of advertising is focused on what we see and hear. The first blind-test appeared in the 70s: thanks to scientific advancement, brands were more test and more able to modify the savour of their products and to adapt it to the taste of consumers. The use of smells is the latest technique to reach the consumer: from the first artificial smell in the 90s to the new USB smell-printer14, olfactory marketing printer14, is still growing up and is getting more and more used.

Today, marketers understood that the more senses you appeal to, the stronger the message. Applied to the catering marketplace, appealing the senses of the consumers c is the core activity.

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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 didnt 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 and environment 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

Highest stimulation hue: strong excitation power. Red increases the pulse Red 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 is friendlier than red, but still stimulate Orange appetite and attract attention, especially among kids and teenagers. Companies like Burger King or Dunkin Donuts use orange as main colour.

Sweet and appealing. The Pink perfect colour for sweets.

Mainly used by candies producers as SweetN Low, and sweet shops

Comforting colour. It can Yellow also mean tangy, creamy or delicious connected to aliments.
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Popular hue for tea houses or pastry shops.

Meaning of refreshment Green . and nature. Connected to vegetables, it is means healthiness for the consumer Blue Associated with sea and sky calmness, suggest trust and serenity. Sign of purity, cleanness and coolness. White

Green is a delicate colour, as if not used in the right environment it is not appealing but can be repelling As blue icy hues refer to purity and coolness, this is the ideal colour for products like bottled water

In a restaurant, white is used everywhere the customer expects for cleanness

White is the basic colour, as it brings out everything else.

On a packaging, black is Black 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 Mirindas good 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 girls eye, after operation, to check whether her vision is back or not?

Girl first look at her father who was hopefully looking at her daughter & girl exclaimed PAPA

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.

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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 the subjectivity of the potential customer (Clier, 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.

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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 customers behavior and complete the atmosphere to create a coherent sales environment.

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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 Millimans 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.

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Case

Every airtel commercial includes a particular airtel tone. As per the survey by Outlook Express-2006 awareness of airtel tone in 2-tier & 1-tier city is more than 2006 2 tier 86%, that is most of the person who here this sound can easily recognize it as an Airtel Sound.

This is a Auditory marketing by airtel, concentrating on auditory sense airtel was able to crate maximum awareness, also this is one of the reason behind its success as a market leader.

This sound has added emotional appel along with great awareness and better appel recollection in mind o f customers. Airtel has a mix tempo of slow and fast music which apple to all class and age of people, where in music is simple and still very attractive to the people because of variation in tones, which depicts versatile feature of Airtel. And the below commercial is also depicting same message, which includes Mr. A.R. Rehman.

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AR Rahman tries to divert a cranky kids attention by playing the harmonica

He calls up his recordist to replay the tune. "It's nice. You want to add something more?", is the response.

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

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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 doesnt have the reaction faced on the same smell: for instance, men stay longer than women in a shelf perfumed 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.

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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.

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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 ones mind & body.

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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.

The girl wakes up, looks around and realises that she is in her car while the spa was just a dream.

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

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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 grandmothers 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, babys 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 (Clier, 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

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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. Theyve patented their distinct toothpaste taste. Its 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 theyve been totally consistent with establishing the Colgate look across their product lines, theyve 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 brands extension strategy.

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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.

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z
The film opens on a family having dinner at home.

...jingle, pet bhar gaya hai par. Other members of the family join in, meethe mein kya hai.

The mother goes to the fridge and takes out a bowl. They all peep from behind in anticipation for the meetha.

Top shot of the dessert bowl reveals Cadbury Dairy Milk Desserts

The husband eats one and says with a surprise, 'Kalakand!' while his...

...mother enjoys the 'Tiramisu' flavour. The ad comes to an end as the...

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...family concludes the jingle, khaane ke baad kuch meetha ho jaaye.

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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. Were 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

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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 manufacturers: 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.

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Case

Apparels, one of the very few segments which dont 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 along with 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

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The cheerful and happy face of a little girl keeps appearing and disappearing before the camera

The mystery is solved when we find her father playing with her by rocking her on his feet.

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.'

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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."

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Branding Through Senses

Sensory Branding is the purposeful design and deployment of the interaction between 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

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Objectives achieved through sensory branding are

Alter moods

Experience Objectives

Establish associations Establish emotional bonds Enhance the product experience Create or evoke memories

Encourage trial

Marketing Objectives

Promote switching Increase product usage Create meaningful and lasting differentiation

Sensory Branding Programme

Sensory Audit Brand Staging Brand Drama Brand Signature Implemtation & Evaluation

Understanding sensory componants of the brand Brand is communicated through media using result of audit stage A means for customer to achive something which they wants badly Actually delivery is done through senses like color, sound, logo,smell etc. Checking, improvement and required chnge is doe at this part

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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.

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Conclusion
To succeed with a sensory branding strategy, it is essential that you dont 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? Its essential to be perfectly clear about the brands 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 brands 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 disciplinein comparison with, 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 reassuringsetting 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.

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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.

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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 can enhance its scope to television also.

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Bibliography
1. Malcolm Evanss 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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