Download - Business of emotions
Business of Emotions
Under the Guidance of
Dr. Sudhir.M
Presented by,
Jolita Rita Rebello
Mahesh Wadde
Introduction
• Emotions.
• Two Reasons of Purchase.
• Indian Consumers.
Three Ways to do Business
• Rational Way
• Emotional Way
• 50:50 Way
The Wave of Emotional Appeal• Emotions are the new mantra of branding.
Examples:
- Maggi: 2 minute mein khushiyan.
-Hippo: Mom made munchies.
-Raymond: The complete man.
-Fair and Lovely: Beauty that empowers a
women to change her destiny.
-HDFC: Sir utha ke jiyo
Logic v/s Emotions in Sales, Marketing and Advertising
• Buying Decisions.
• Boring.
• Laundry Detergent Category.
• Emotions Influence Sales.
Steps to Build Emotional Attachment of the Consumers Towards the Brand
• Use Single and Strong Idea
• Infuse Personalities into Stories
• Stability
• Sustainability
• Security
Emotional Branding helps Retailing• Set the Right Mood
• Use Imagery to Reinforce Taste
• Show the Product
• Tell a Story
How Emotional Brands build Store Loyalty• The Challenge
• Strategic Response
• Communication
• Wider Reach
How Marketers Use Emotional Appeal and HowSuccessful they have been?
• Old Spice.
• Continental Airlines.
• Lowe
• NPO
Emotional Attachment drives Brand Loyalty
• Brand Loyalty Inspires Repeat Purchase.
• Creating and Engaging Marketing Strategies.
Ex: Toyota and BMW Racing Games.
Can Emotions Overpower Logic?
• Subliminal Effect.
• Positive and Negative Emotions.
• Emotional Benefit out of Advertisement.
Conclusion