Effectivness and Importance of Experiential Marketing

Categories: Customer

This paper aimed at accessing the strength of Experiential marketing in changing the perceptions of customers. For this health drink’s brand Innocent drinks was selected. The approach of the study was exploratory in nature and included analysis of existing literature, capturing of brands essence and qualitative research. After documenting brands essence, a primary research was conducted at Innocent drinks event in London wherein consumer perception was analysed before, during and after the event. Later on the impact of the event’s experience on word of mouth and behavioural changes was also analysed.

Findings and conclusion: Out of 4 selected samples, all had a perception change. Many others were of the view that if price was not a concern they would not hesitate to buy it. The study proves that event like these that use various tactics to provide experience to the consumers are effective in communicating what the brands stands for and would lead to not just perception changes but also behavioural changes.

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Experiential marketing

Lee, Hsiao, & Yang. The Study of the Relationships among Experiential Marketing, Service Quality, Customer satisfaction and Customer Loyalty-International Journal of Organizational Innovation This paper aimed at exploring the relationship between Experiential marketing, customer satisfaction and customer loyalty. The samples used for the study are subjects of malls in Tainan and questionnaire was used as a tool. According to the study customer satisfaction is amalgamation of mall services, personal services, mall environment, tangible product and value. Loyal customers have 3 characteristics, which are they spend more money in buying from that brand, they refer it to others and also feel it worthy to buy from the brand.

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Experiential marketing includes an unforgettable memory rooted deeply in minds of the customers.

With these operational definitions and statistical methods like factor analysis, reliability analysis, T-tests, multiple regression analysis the study concluded that experiential marketing is positively related to customer satisfaction. The findings also conclude that Customer satisfaction is positively related customer loyalty.

The study has very well used association experience and sensation experience As means of influence on customer satisfaction. There are certain limitations to study like customer loyalty and satisfaction is influenced by a lot many factors and not just experience, usage of just questionnaire cannot be credible enough as human element is involved and so on.

This case study analyses Fabindia’s business and marketing along with its history. Fabindia which started in 1976 as furnishings store is a global player today. It was started with a view of providing rural craftsmen a medium to trade. It has diverse portfolio that includes food, furniture, clothes, and body care products. Its focus has always been on Organic and Indian originated products. It follows the SCM model for its operations and is the largest private platform for goods made from traditional techniques in India.

Marketing: Fabindia believes that a delighted customer is its best brand ambassador. It has always followed a customer retention strategy over acquisition because 85% customers are repeat buyers. Except of print at times it has never aggressively advertised. Word of mouth is something they have believed in and has also worked out well. Apart from this the décor of the store and the Indianess in every element has been their promotional elements. They also have mystery shopper program to check on satisfaction of buyers and thoroughly believe in quality of product as a promoter.

The Evolution of Experiential Marketing: Effects of Brand Experience among the Millennial Generation-School of Management, University Sains Malaysia. The study focuses on 2 major points. One being change from rational approach of traditional marketing to rational and emotional approach of new experiential marketing. Other being, importance of brand experience and equity for tech savvy millennial generation. The authors used secondary analysis as approach to determine the relationship between brand equity and experience. Brand equity which is a total of assets and liabilities of a firm adds or subtracts from the value of product or service provided by the firm. Customers experience with the company influences the brand equity as they tend to rely on personal experiences more often than advertising. It suggests that brands with higher proportions of associations which are a result of experiences poses a stronger equity.

Furthermore, the paper suggests that marketing to gen y is a nightmare as they are more sceptical due to increase in availability of sources, cell phones and latest technology. The eight key values (Williams and Page, 2010) for gen Y consist of choice, scrutiny and customization. Which future suggests how different marketing should be for them? Along with capturing them online providing hands on experience for them to talk about online is important as they tend to scrutinise anything before using or even referring to their peers. The study provides an exploratory framework for future research on empirically measuring how brand equity and experience are positively related and could help in marketing to gen Y.

Branding India’s Artisanal Crafts for Mass Retail-INSEAD, the business school for the world. The case study is aimed at analysing Fabindia’s growth over years and projecting the reasons for its successes and failures. It talks about have the William Bissell who’s been a constant for Fabindia takes pride of consistency the brand has stuck to. The ‘FABINDIA LOOK’ has not changed over years. The Indianess, the piles of towel, the solid colours and the hanblock-printed fabrics is what drives customers to store again and again. The case talks about the severe competition the brand is facing from multi brand outlets, foreign brands, similar local brands and western clothing. It then through surveys and graphical presentation explains the brand prefences and weakness the brand will have to tackle. Largely the sample perceives it to be an expensive and craftsman brand. Samples feel that the atmosphere is calm and like the mild scent around. But on contrary don not appreciate the pile of clothes stacked to check out and congested store space. The case further poses questions pertaining to its relevance of niche targeting, expensive, classy, middle aged personality.


Owing to the clutter and scepticism revolving around advertising, brands today are constantly finding new ways and means to engage with the customers. One such effectively used approach is ‘Experiential marketing’. The lack of actual differentiation between products or services creates the need to differentiate on intangible basis by creation of unique brand equity. This equity which can be communicated through advertising needs to be further strengthened in minds of customers. And this can be achieved by the means of experiential marketing. At every point of contact a customer has with brand, he/she is experiencing the essence the brand stands for. If the promoted image matches with the experience there can a great positive impact which could lead to Brand Loyalty. Creation of such experiences includes everything from sponsoring event, store ambience, online contest to packaging and placing a product on shelves. The store experience which is a crucial part of experiential marketing involves combining of salesmanship with ability to connect with customer to give them something to feel and not just to see or listen. It is a differentiation that is created in minds of customers subtly. In contrast to traditional marketing approach that focuses on rational appeal, experiential marketing appeals rationally as well as emotionally. In past brands like Google, Facebook, lean Cuisine have applied this approach successfully.

One such cult brand that has applied this approach is FABINDIA. Originated in India, the brand was founded by John Bissel in 1960. It started as a vehicle to market works of traditional artisans and now has a global footprint. From being just a furniture store, the brand has now diversified its portfolio through clothing, food and body care product. Considering the need to change along with changing customers the brand has evolved drastically but what hasn’t is its core of being Indian and Organic. This is also among the many reasons the brand has been perceived as not just a product but a product category. The brand has followed the supply chain model of business and supports the unorganised sector of thousands of rural artisans. Around 60 years now from its inception the brand has focused on its products quality and overall experience above everything. In comparison to its competitors global giants like Pataloons, Globaldesi as well as local the brands like Biba, Gram Udyog and so on has minimally used advertising as a mean of promotion. It’s the thought of ‘A delighted customer is the best ambassador’ that has led to this approach. The positive word of mouth owing to its quality and in store experience has proved to be successful for the brand. For these and many more reason the brand went on to be a case study at Harvard business school, London.

The brand has now come up with newer options to enhance customer experience. It has collaborated with theatre through ‘Salaam Noni Appa’ which is again a tale woven in Indian soils. Through this it aims at creating Immersive branding experience for its customers who had shown interest towards theatre (according to their research). Acknowledging the fact that 85% of the brands customers are repeat purchasers the brand has strategically come up with experience stores in Delhi and Mumbai which include FabCafe, Design Studio, Organic Wellness centre and Alteration Studio. FabCafe aims at bringing healthy and nutritious food to its customers. It brings about cuisines from various part of the country. The wellness centre provides a chance to interact with the trainers and experts on various health related topics. The studios offer customisation to the customers. Through all of this the brand aims at providing absolute experience for a family and reasons to return the store. Considering the growth of experiential marketing and such an innovative approach followed by Fabindia, the study aims at analysing its impact on perceptions of the customers.

Updated: Feb 23, 2024
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Effectivness and Importance of Experiential Marketing. (2024, Feb 23). Retrieved from https://studymoose.com/effectivness-and-importance-of-experiential-marketing-essay

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