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Business of Emotions
Under the Guidance of
Dr. Sudhir.M
Presented by,
Jolita Rita Rebello
Mahesh Wadde
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Introduction
• Emotions.
• Two Reasons of Purchase.
• Indian Consumers.
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Three Ways to do Business
• Rational Way
• Emotional Way
• 50:50 Way
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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
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Logic v/s Emotions in Sales, Marketing and Advertising
• Buying Decisions.
• Boring.
• Laundry Detergent Category.
• Emotions Influence Sales.
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Steps to Build Emotional Attachment of the Consumers Towards the Brand
• Use Single and Strong Idea
• Infuse Personalities into Stories
• Stability
• Sustainability
• Security
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Emotional Branding helps Retailing• Set the Right Mood
• Use Imagery to Reinforce Taste
• Show the Product
• Tell a Story
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How Emotional Brands build Store Loyalty• The Challenge
• Strategic Response
• Communication
• Wider Reach
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How Marketers Use Emotional Appeal and HowSuccessful they have been?
• Old Spice.
• Continental Airlines.
• Lowe
• NPO
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Emotional Attachment drives Brand Loyalty
• Brand Loyalty Inspires Repeat Purchase.
• Creating and Engaging Marketing Strategies.
Ex: Toyota and BMW Racing Games.
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Can Emotions Overpower Logic?
• Subliminal Effect.
• Positive and Negative Emotions.
• Emotional Benefit out of Advertisement.
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Conclusion
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