Consumer Behaviour and Branding: Concepts, Readings and Cases - The Indian Context

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The Importance of Experiential Marketing in Marketing Communications^∗

S. Ramesh Kumar and Kavitha Murali

Concepts associated with the case: Experiential marketing, attitudinal components, brand imagery, brand associations, brand personality.

Introduction

This case illustrates the importance of experiential marketing in the Indian context, which is cluttered with positioning and advertising communications. We have chosen the product category of shampoo, and for purposes of clarity the case is confined to two basic sub-categories: “the overall benefit” category consisting of brands that are advertised on benefits other than “anti-dandruff”; and the “anti-dandruff” category, which covers brands that carry the “anti-dandruff” proposition. The ...