retro marketing
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TRANSCRIPT
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Presented By,
Jacob John Panicker
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RETRO MARKETINGUse past to sell presentCreating a brand identity based on heritage or nostalgiaFor example:- reintroduction of Wispa bar, Ray Ban Aviator sunglasses etc.Retro target the youngMini, Fiat 500 and Beetle too has become retroFiat 500 closely captured the look and feel of originalWispa was a reissue of Cadbury’s chocolate bar of 80’s
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RETRO PRODUCT
Two kinds of retro product:- Genuine reissue/replica Modern product
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GENUINE RETRO PRODUCT
Example:- Morgan Sports Car, Bialetti Moka Express Coffee Maker, Mont Blanc Fountain Pen etc.Manufacturers bought back after a period of absenceWispa was a huge success in 1981 They adopted many ways to catch the market Some products where successful and some other were failure
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MODERN RETRO PRODUCTS
Modern in functionality, but old in look and feelAppeal less quality and more about style and funExample:- Roberts Revival 250 Retro style is a way to differentiate product
RETRO CAMERASNew camera takes style of Olympus pen of sixtiesAdds modern digital technology
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RETRO IS NOTHING NEW
Today's big brands are all rooted in the past.
Examples : Tide, Coca-cola, BMW, apple...
It Is Largely Based On The Regard In Which We Hold The Decade.
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RETRO AND THE INTERNET
Internet has helped in the spread of retro.
Example: Re-production of 1960’s telephones.
The internet allows campaigns to bring back the product from the past.
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RETRO AND BRAND HERITAGE
Company history and brand heritage is important in any retro campaign.
The appeal is either a real or imagined past that conjures up image of a lost age.
Example: Cadbury’s website presents a picture of old-fashioned chocolate factory with an old style bus parked nearby.
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CONCLUSION
Retro is here to stay
There is nothing great about the present.
Nostalgia has always had its greatest influence when the present looks less promising.
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…THANKS