IMPACT OF MULTISENSORY MARKETING ON HINDUSTAN UNILEVER LIMITED WITH THE HELP OF SCENTSATIONAL TECHNOLOGIES
Multisensory marketing has stepped into business world by engagement of various business organizations. This project has base of impact of multisensory marketing strategies upon Hindustan Unilever Limited. Hindustan Unilever Limited is going to implement sensory marketing through its products but before that HUL want to resolute all chances of success for sensory marketing as per current market situation and customer buying behaviour. ScentSational Technologies has already applied scented packaging technology in various organizational products.
Sophisticated usage of sensory strategies and intelligent analysis of market has become main fundamental base for this research work. Researcher has done both questionnaire based data collection and interview session. Indian retail chain is the appropriate application field for sensory marketing strategies. Indian economy is growing. Indian retail chain is becoming stronger as per socioeconomic condition in whole nation.
Researcher has experienced both business knowledge and business market orientation for ScentSational Technologies in US and Hindustan Unilever Limited in India. All opportunities and threats have been analysed for better implementing sensory marketing in India. High level creativity and high level commercial design are conjugated with proliferated technology of scented packaging. Activities of five main sensory organs of human beings are focused in this research paper.
Hindustan Unilever Limited will try to intact its brand image but sensory marketing will be implemented in the business process. This challenging activity has been aligned with aesthetic business success logics. HUL will apply the scented packaging and scented product developing ideas in its business. So, financial feasibility of the sensory technology is closely focused in conclusion chapter.
Customer satisfaction, barriers to apply the technology, risk in business process after implementing sensory strategies and time to apply the technology are all evoked factor in this research work. This research work is nominal as per the objectives but logically supported and analytically important for Hindustan Unilever Limited.
I like to thank my senior researchers, my senior supervisor and all of my surrounding friends for being with me to complete my research. They have a great hand behind my success, my intention to complete the thesis work and they have helped to gather information and data for my thesis. Without them I could not complete my research work in full swing and successfully.
1.0 Introduction: 4
1.1 Project Rationale: 4
1.2 Project Aim: 5
1.3 Project Objectives: 5
1.4 Project Background: 5
1.5 Conclusion: 6
2.0 Introduction: 7
2.1 Dynamic retailing by sensory marketing approaches: 7
2.2 Sensory brand experiences by consumers: 8
2.2.1 Visual marketing factors: 9
2.2.2 Audition and impact on marketing architecture: 11
2.2.3 Smelling impacts on the business environment: 12
2.2.4 Gustative marketingtaste impacted marketing procedure: 12
2.2.5 Tactile impacts on the consumers: 13
2.3 Consumer buying behaviour in sensory market: 14
2.4 US retail industry and impact of sensory marketing strategies on consumers: 16
2.5 Indian retail industry and impact of sensory marketing strategies on consumers: 16
2.6 Sensorial marketing strategies in ScentSational Technologies: 17
2.6.1 Increasing sales of product by consumer’s experience of aromatic products: 18
2.6.2 Emotions as media of communicating with the consumers of ScentSational Technologies: 18
2.6.3 Impact of aromatic therapies of ScentSational Technologies on Hindustan Unilever limited: 20
2.7 Sensory branding in HUL as per strategies of ScentSational Technologies: 20
2.7.1 ScentSational Technology’s strategic implication on HUL for judging feasibility of sensory marketing in India: 21
2.8 SWOT analysis on Hindustan Lever Limited to judge its sensory marketing process with respect to ScentSational Technologies: 22
2.8.1 Strength: 22
2.8.2 Weakness: 23
2.8.3 Opportunities: 23
2.8.4 Threats: 23
2.9 Conclusions: 23
3.0 Introduction: 25
3.1 Critical evaluation of primary and secondary research methods with respect to sensory marketing issue: 25
3.2 Nature of data: 26
3.2.1 Primary data: 26
3.2.2 Secondary data: 27
3.3 Data Collection: 27
3.3.1 Strategies used for primary data collection: 27
22.214.171.124 Qualitative data collection: 28
126.96.36.199 Quantitative data collection: 29
188.8.131.52 Benefits of using mixed methods: (Qualitative + Quantitative) 29
3.4 Sample Design: 29
3.4.1 Sample size: 30
3.4.2 Sample technique: 30
3.5 Validity and reliability: 30
3.6 Ethical issues: 31
3.7 Conclusions: 31
4.0 Introduction to data interpretation and data analysis: 33
4.1 Quantitative data analysis: 33
PART A: 33
4.1.1 Questionnaires for 50 customers: 33
4.2 Qualitative data analysis: 48
PART B: 48
4.2.2 Questionnaires for 2 managers of Hindustan Unilever Limited: 48
184.108.40.206 Do you agree that there is a retail boom in India and if yes, than what are the reasons for it? 49
220.127.116.11 Are you aware that the five senses which are applicable to biological beings can be applied to retail marketing and if yes, do you have any future plans for applying in any of your product? 49
18.104.22.168 Do you agree that “seeing is believing” true in case of retail marketing? 50
22.214.171.124 What makes you feel about customers buying behaviour? 50
126.96.36.199 Do you agree that a combination of the five senses in a strategic manner can be projected as a better emotional marketing strategy in the retail market? 52
188.8.131.52 Do you know about sensory branding and its effective marketing strategy in the retail market? 52
184.108.40.206 Do you agree that creating an impression on the customer is an important brand building strategy in the retail marketing? 53
220.127.116.11 What are the reasons for so many companies not resorting to multi sensory marketing strategies? 54
18.104.22.168 How far you believe that the multi sensory marketing strategy can sell the products of a company in the retail market? 54
22.214.171.124 Do you agree that over emphasis on multi sensory marketing formula if done effectively than it can be detrimental to the fortune of a company? 55
126.96.36.199 Are you aware of the agencies which deal with sensory application in the products? 55
188.8.131.52 Would you put forward the concept of sensory application in your current product to the higher management for further product enhancement? 56
PART C: 56
4.2.3 Questionnaires for 2 managers of ScentSational Technologies, US: 56
184.108.40.206 How the concept of smell application in products did came in your mind? 56
220.127.116.11 What are the opportunities for small retail organization in terms of your scent technology and is it affordable for them? 57
18.104.22.168 How much time it takes by your organization to come up with unique concepts for your customers? 57
22.214.171.124 What do you think that retailers are interested to adopt the scent technology in their products? 57
126.96.36.199 If any retailer makes a contract with you for scent application in their products, than how much time it takes to provide them the final product? 57
188.8.131.52 Do you think in a developing country like India retailers will be interested in your technology? 57
184.108.40.206 Do you provide different concepts for different productsyou have a standard concept to serve your customers? 58
220.127.116.11 If any retailer comes with a product, do you study the product and make strategy for ityou discuss the entire process with the customer? 58
5.0 Introduction: 59
5.1 Linking Objectives with the conclusion: 59
5.2 To determine how the five sense formula in marketing can help in FMCG branding: 60
5.3 To clarify the concept of multisensory marketing and their application to retail marketing: 61
5.4 To critically analyze the HUL marketing strategy and the future prospects of feasibility of ScentSational marketing: 62
5.5 Conclusions: 63
5.6 Recommendations: 64
5.6.1 Sensory marketing policy implementation criteria: 64
18.104.22.168 Sensory marketing strategies for the products: 65
22.214.171.124 Sensory marketing strategies with respect to resource management and price of the products: 66
126.96.36.199 Training for the sales persons and business associates: 67
188.8.131.52.1 Responsibility of sales person in the shops: 67
5.7 Barriers for implementing sensory marketing strategies in Hindustan Unilever Limited in India: 68
5.8 Risk for implementing sensory marketing strategies in Hindustan Unilever Limited in India: 69
5.9 Personal Development Plan for MBA career: 70
5.9.1 Challenges in management career: 71
5.9.2 Mapping skills against an established management / leadership management framework: 71
List of Tables:
Table 1: uniqueness of smell 37
Table 2: knowledge about multi sensory marketing 38
Table 3: Habit of smelling soap before buying 39
Table 4: Price factor behind choosing a product 40
Table 5: Branding behind product selection: 41
Table 6: Product features over brand: 42
Table 7: Confusion for variety of brands: 43
Table 8: Frequency of genders of customers: 44
Table 9: Frequency of age of customers: 45
Table 10: Frequency of occupations of the customers: 46
Table 11: Frequency of income of the customers: 48
Table 12: Music in the retail shops: 49
Table 13: Uniqueness of colours in retail store: 50
Table14: Buying same product from same shop: 50
Table15: Touching products before buying: 51
List of Figures:
Figure 1: uniqueness of smell 39
Figure 2: multi sensory marketing 40
Figure 3: multi sensory marketing 41
Figure 4: Price factor behind choosing a product 42
Figure 5: Branding behind product selection 43
Figure 6: Product features over brand 44
Figure 7: Confusion for variety of brand 45
Figure 8: Frequency of genders of customers 46
Figure 9: Frequency of age of customers 47
Figure 10: Frequency of occupations of the customers 48
Figure 11: Frequency of income of the customers 49
Figure 12: Music in the retail shops 50
Figure 13: Uniqueness of colours in retail store 51
Figure 14: Buying same product from same shop 52
Figure 15: Touching products before buying 53
Brand is the face of business organization. Customers are attracted by the brand names (Aggarwal, 2009). Transmission of business values and production probability both are commensurate factors behind branding popularity of the business organization. This project has been focused on feasible multisensory marketing in retail industries.
Sensory marketing is strategic projection on traditional marketing process and managing sequences of retail organizations (Bartoli and Eckard, 2007). Brand engagement and brand impression both have been proliferated by better sensing focus on product design, product advertisement and product awareness in consumer communities. Often stores offer grater potentiality for consumers. Stores have adverted way of product sensing experience for the consumers. Feelings, perception and behavioural responses are stimulated by influenced consumer satisfaction. Sensory marketing has approaches for seducing customers by using senses to influence customer’s behaviour and feelings.
Bearden et al. (2009) have opined that sensory marketing has been impacted by sensory atmospheric factors which have been engraved into retail organization strategies. Dedicated employee loyalty, sensory feelings, emotional and mentality, cognitive psychology, behavioural activities and relational dimensions all are adjoined to better profit management by sensory marketing practices in industry (Bolini and Efraim, 2009).
1.1 Project Rationale:
Friendly user care services are motivational step inside organization. But, sensory marketing has better impact on user services. Better customer care is needed in retail industries for creating motivation in consumer community for increasing buying decisions. But, traditional marketing has been challenged by sensory marketing. Sensory marketing has enhanced branding activities of organizations. This research paper will evaluate better ways of applying sensory marketing strategies in HUL to develop profit marginbusiness environment of the organization.
1.2 Project Aim:
The research will help to understand how a particular retail industry can take the help of Multisensory Marketing and make their products set in the mind of customers, even when the customers are in unconscious mind.
1.3 Project Objectives:
This project work has been quantified with basic three objectives:
• To determine how the five sense formula in marketing can help in FMCG branding.
• To clarify the concept of multisensory marketing and their application to retail marketing
• To critically analyze the HUL marketing strategy and the future prospects of feasibility of ScentSational marketing.
1.4 Project Background:
Sensory marketing was evolved into ScentSational Technologies in year 1997. Consumer products and packaging technologies have been adjoined to this organization for better sensory environment development in consumer community. Product development, Research and branding all three activities were supported by this organization.
Senses can influence retailers to enhance the product quality. Hindustan Unilever Limited (HUL) has also projected sensory marketing strategies for sustaining brand image of 35 brands in the growing retail market (Bult et al. 2010).
This research paper has five sense’s projective role play on two organizations HUL and ScentSational Technologies, from India and US. Distinctive analysis of scenarios and evaluative resolution of complexities, both activities have been elaborated in this research paper.
Carù and Cova (2009) have opined that consumer motivational potentiality is adjoined to sensations, feelings, perceptions and behavioural responses. Competitive advancement is the bird’s eye for any business organization and sensory marketing is the strategy which has been taken for aiming the target. Visually overthrown products are out of market but consumer satisfaction and consumer loyalty can alive a brand. Brand simulation is another projection of business orientation inside the organization. Brand manipulation through differentiated approach is the ability to make meaningful differentiation to all business related scenarios. [Available from: http://catalogsbrochures.blogspot.co.US/2009/02/advantagesofcatalogmarketing.html, 7th February 2013].
Branding is established for an organization as per marketing of products and consumer satisfaction. Business environment and sales atmosphere have projection on sensory marketing strategies taken by the business organization.
Cavicchi et al. (2010) mentioned that taste of consumers has to be observed by the marketers. Marketers have knowledge about consumer sensational ideas. More sensational appealing has greater impact of message transaction. Catering marketplaces are appealed by senses of consumers. Chan and KaneMartinelli (2007) have opined that sensory marketing is an efficient tool for better product manipulation and earning revenues as per the profit margin of the organization.
2.1 Dynamic retailing by sensory marketing approaches:
Chronis (2009) has opined that diverse cultural settlement has been adjoined to vibrant experiences and feedbacks of the consumers. Competition is tougher against traditional marketing pillars of pricing and business. National shopping chains have been altered shopping through internet and many retailers have lost clients. Global economy is arguably threatening traditional business environments and promotional strategies. Sensory marketing has evolved and it can be therefore be leveraged to optimise effect for sales optimisation, consumer satisfaction and sustainable profitability [Available from: http://scentsationaltechnologies.com/about.cfm, 9th February, 2013]. Explosion of use of technology in marketing value chain has aided sensory elements of customers to perceive more positive cues that lead to positive buying behaviour.
2.2 Sensory brand experiences by consumers:
Consumer satisfaction and loyalty both has been impacted by brand stimulation techniques. Customer interactive activities through use of technologies like touch screen have been recent flavour in building branding and buyer’s sensory engagement opportunities. Below are the factors behind successful sensory marketing for better product management in the market.
Figure1: Sensory marketing success factors
[Source: As created by author]
Components of these business architecture which help to built successful sensory marketing.
2.2.1 Visual marketing factors:
Areni and Kim (2007) stated that visual sight is such sense used in marketing which has simulative effect on markets. Choice of colours, designs, shapes and forms are adjoined to product packaging appeal. Store layout of a POS (Point of Sale) and strategically positioned LCD is inducing attention span seeking elements used in a promotional campaign.
Brands appear in top of the mind recall by consumers through its standard design, use of colours in the logo, banners and all supported information sources. Brakus et al. (2009) acknowledged that consumers can memorise up to 78 of any product features and information by recognising brand logo and colours. So packaging forms the first impression of a brand in consumer mind space. Therefore, coloured visualization should be applied in templates, packages to banners and all information sources for understanding its propensity and effect. Well being sensation in customers and better dynamism creates high potentiality in product off take from shelves.
Colours Property Impact on consumer behaviour and
Red High level simulation and hue level. It is used basically in advertisements in food packaging, denotes hot and spicy.
Orange Orange is a fresh stimulating colour. Attracts attention of the consumers easily. Orange colour reflects freshness in outlook and approach in business process.
Pink This is a sweet colour Sweet, confectionary and baby products use this colour.
Yellow This is a comforting colour. Tea brands mainly use this colour to depict clarity, richness in tea taste.
Green Refreshment means integration of green colour. Healthiness and serenity is defined by using green colour. It is a delicate colour which is used in environment depiction related to agroproducts.
Blue This colour is associated with sky. Bottled waterbottling plants use blue colour in their logo, labels to depict freshly sourced.
White This colour is purely sign of purity, cleanness and coolness. White colour is mainly used in various corporate positions to project serenity, transparency in corporate offices.
Black Quality, sobriety are defined by the colour black. The darkest colour and specific business environment symbolising power, authority is signified by the colour black.
Table1: Judgement of colours with their properties to influence consumers
[Source: As created by author]
Well being sensation is very necessary for attracting the consumers and guides them to particular kiosk in retail floor. Commercialism therefore is attracting more footfalls by sensing and use of human psychology and advanced semiotics [Available from: http://www.hul.co.in/innovation/productinnovations/, 6th February, 2013]. Human behaviour is impacted by sensing and this can be preamble for sensory cue marketing techniques.
A Point of Sale can make difference in business when appropriate sensing element is applied through proper usage of colours. But, on the other hand consumer satisfaction is the main factor behind success in business process. First impression on consumer can changes the decisions on a brand in terms of buying perspective. Intense light, soften light and artificial light all are used for colouring classifications and impact on the consumer minds.
2.2.2 Audition and impact on marketing architecture:
Any consumer’s mind can be influenced by usage of music in a retail shop. Brakus et al. (2009) have opined that music sends a strong message to the consumer’s senses that creates a soothing impact on mind and memory. Consumer memorizes the product through top of the mind recall, by associating background music played in retail store. Subjectivity of the potentiality of the sensory marketing is now depended upon selling environment effectively. Every point of selling in retail is now associated with in store announcements about special offers, filled with background music. Integration of music in the business environment is a strategic promotional step which leads to better effect on buying decisions of the consumers [Available from: http://scentsationaltechnologies.com/brand.cfm, 7th February, 2013].
Music has the capability to alter moods of buyers and aids in making pleasant emotional feelings for consumers (Delwiche, 2008). Crowd and traffic management inside retail stores can be also be controlled by playing music. In a retail shop different strategies are used to create ambience with light, sound, odour, space elements. Consumers shopping adopt speed in activities alongwith tempo of background music and it is a universal phenomenon. So retailers play slow lounge music, so that buyers browse through the shelves spending more time to form buying decisions.
Influencing consumer’s behaviour is an activity of the marketers, by which it can make difference in the business environment [Available from: http://www.ehow.co.US/about_6794129_roleperceptionconsumerbehaviour.html, 7th February, 2013]. Profit margin is differed with difference of strategies taken in the industry sector. But on the other hand profit management can be successful by successfully influencing the consumers.
Consumers adopt loud music in the pubs, while in restaurants its low which is appreciated by the consumers. It is hypothetically logical and truly significant that sensory marketing has evolved and has greater impact on auditory factors.
2.2.3 Smelling impacts on the business environment:
Smelling influenced marketing activitiesolfactory marketing activities are rationally done by the marketers. It is the most professional business factor for proper profit management with less consumption of organizational resources (Driver and Noesselt, 2008). 75 of human emotions are generated by smell from various resources. Famous example of olfactory marketing strategic field is food industry. Artificial smells are integrated into the packaged foot item meant for sale. It tries to evoke fresh factor in consumer’s mind when odour is released.
Evaluation of any new product has impact of smell it contains. Smell influences consumer’s buying decisions which are now closely associated along with packaging (Earthy et al. 2008). Expiry of any foods items can be guessed by the consumers by smell of it. Here is a conflict between impact upon the consumers and affectivity of smell.
Brakus et al. (2009), P, 61 have opined that, “Smell has virtual impact on consumer’s mind and it may be unsuccessful when same products are conjugated in one selling point”. But, majority of researchers have opinion that, “Selling points have better impact of good smelling. Consumers spent time for better smell in the business place. Influencing is determined as the first impression of the product”.
2.2.4 Gustative marketingtaste impacted marketing procedure:
An efficient way of differentiation in the alimentary market is possible by determining the intrinsic attributes of any product. Considerably changes in the product and taste can’t make better influence on consumer’s mind. This has been opined by Chan and KaneMartinelli (2007). But, Driver and Noesselt (2008) have also opined that, food items are always conjugated with better taste property in it.
Basic gustative sensations are respectively linked by the consumers to the various colours and smell (Egan, 2008). Better packaging is also adjoined to colourful things with better taste properties in it.
Gustative marketing strategies are applied on the convinced consumers. A new food product is judged by the consumers with gustative property judgement. It is less happening event that gustative property is changing consumer’s buying decisions because, packaging controls consumer actions against a food itemother items.
2.2.5 Tactile impacts on the consumers:
Emotional starting points of human being are in touching activity. Marketers often try to create impact of the product quality in a brand that happens through touching. It happens during the conception stage of the product design like pens, cloths etc. Rough touching surfaces and smooth surfaces create different impact on consumer’s minds (Fortezza and Pencarelli, 2011). Consumer can understand that a touch of natural origin will be different as touching other surface types.
Mineral water bottles are given rough shape due to allow the buyers to feel conjugation of mountain and water. Buyers can feel that mountain adopt water. Psychological influencing through use of colours in labelling has impact on consumers. Here is a conflict between opinions of the researchers. Grewal et al. (2009) think that rough surfaces should not be used in business packaging because it creates roughness in minds of consumers. But on the other hand, Goulding (2007) has opinion that consumer mentality is provoked better by originality in packaging and in products.
That is also influencing strategy impacted by solicited factor of touching.
Provoking is not a solution for better understanding consumer mentality but subtle cues as per marketing environment can make better marketing solutions (Garber et al. 2008).
Quality of products of a particular brand increases through value adds like sensory marketing which encourages consumers to visit shop and individually judge using senses before buying (Gentile et al. 2009). Ageing branded products are evolving through sensory marketing to have better impact on consumer mind space and creating positive perception. So creating a positive image of brand is now aided through appealing of sensory cues.
Zellner and Durlach (2007) have opinion that, “It is true that every branded product can’t capture markets by sensory strategies. But, brand names and quality needs judgement which influences consumers to come close to product in the selling point shops”.
2.3 Consumer buying behaviour in sensory market:
Consumer buying behaviour is decision making for buying a product after judging product quality, looks and necessity. Consumer’s buying decisions have impact on marketing strategies, sales volume of firms. Any organization has to analyse consumer buying behaviour for following causes:
1) Firm has to gather information about buyer’s reaction to the firm’s business strategies.
2) Firm has to analyse cases regarding marketing mix. Customer satisfactory factors have to be observed. Firm has to be aware about when, where, why customer should buy a product from the organization’s stores.
3) Marketers have to predict customer reactions after experiencing any product of the firm.
Some chosen brands from HUL have been considered for applying sensory marketing strategies to judge consumer buying behaviour:
Food: Kissan (Ketchups, squashes, jams), Modern bread, Aashirbad Atta
Beverages: Brook Bond Taj Mahal Tea, Brook Bond 3 Roses Tea, Lipton Tea (Green and Yellow label), Bru Coffee.
Ready to cook: Knorr soups (Indian and Chinese)
For better implication of sensory marketing strategies on the selected products of HUL, types of consumer behaviour have to be determined by the marketers.
Importance of the product as per current necessity and intensity of interest will affect consumer’s buying decisions.
Motivational affects on consumers can be fruitful for making them ready to buy the product.
High priced dealings have higher risk of failing consumer’s decision. Better understanding of consumer’s ability to buy the product and consumer’s satisfaction will seek higher involvement of customers.
Little search and better demonstration can make a consumer ready to buy the products. Beverages dealings are as per activities like searching by consumers and demonstrating by marketers of the products.
Consumers are evaluated in the business industries as rational economic individuals (Goulding, 2007). Wider range of consumer behaviour is considered by various influencing factors. Recognition of information searching, evaluation of alternatives, building of purchase intention, act of purchasing and consumption as per need, has to be considered for better branding achievement. Various methodologies and pragmatic approaches are adopted by industries for better sensory marketing (Green and George, 2009).
Consumers rarely have adequate information for perfect decisions taking as most of it is through influences from social networking activities and social relationships. Firms are using semiotics, behavioural and cognitive models in understanding and determining consumer’s choices, preferences.
Four basic radical behavioural perspectives are achieved by consumers for better decisions taking in time of buying products.
Common sense explanations are more closure to key strengths with respect to identify cognitive. Purchasing and consuming both activities have impact upon better sensory marketing.
Attitudes, wants and motives all ensure better ability of consumers to take an appropriate buying decision.
A measure of unity and consensus are proliferated to inquiry activity done by consumers.
Human discipline and cognitive explanation both have assistance to conceptual development of consumer mentalities. Various theoretical and methodological inputs are adjoined to explain a product to the consumers.
2.4 US retail industry and impact of sensory marketing strategies on consumers:
All five basic senses of human beings are engaged in sensory branding which is based on ideas that consumers are most likely to form, retain and revisit. Better clarity of information about a product and vast information about the product reflects more influence into consumer’s mind. Duration of delivery for any products have impact upon consumer loyalty.
KPMG’s survey report (2012) has conveyed reflections of 100 retail sector executives. As per the report, “If 100 retail sector executives are taken under considerations then 35 of them work for companies with annual revenue of more than $10 billion. 41 executives are from companies with annual revenue from $1 billion to $10 billion and 24 has job in companies with revenue from $100 million to $10 billion.”
Major US industries are setting up channelled music, using lights to highlight product showcasing, setting electronic touch kiosks for new product testing to understand and create customer responses. They alter sensory elements to generate happy moods, favourable responses for inducing positive buying behaviour in customers [Available from: http://www.experientialforucm.com, 4th February, 2013].
Product testing now has evolved to product scenting, environmental scenting and advertisement scenting all three scenting activities have been used in US markets to enhance a brand into consumer communities (Keller, 2008). Taste and sights are two key activities that are mostly used in the US business environment as sensory marketing medium.
2.5 Indian retail industry and impact of sensory marketing strategies on consumers:
Sensorial marketing strategies have better impact upon fashion industries in India. In India various cultural and ethnic origins make up the demographics. So, retail super markets are not available to majority of Indian population but only to A+ and A category cities. 80 of consumers have media as generating interest, word of mouth generating influence, while in store display, floor assistants helping to make a given purchase.
Indian retail industrial chain has accounted 10 of GDP of Indian economy. Growth pattern of Indian economy has impact of growing retail sectors. Graph of Indian population growth with respect to growth in retail sectors will hold arising graph. Various key attractive forces have impacts upon India’s retail chain. Annually 25 increment has been observed in Indian retail chain.
It has been opined by Grewal et al. (2009) that Indian retail chain will hold value of $175 billion by year 2016. Food retailing has greater impact on Indian retail industry chain due to increasing population. Indian urban consumers’ power of spending is increasing. Brand building process is evolding in India with firms trying out sampling of product, kiosks to create space for a brand and generate curiosity are main ones. Health stores, super markets, selfservice music stores, book stores and also construction stores have crucial impact upon Indian consumer mindset the way they want to buy something.
A large portion of consumer has opinion that buying decision for new things in India encompasses more of external controlled cues rather than an individual decision (Kotler et al. 2009). More judgement and analysis at human level happens in India than US before buying a thing. Here, consumers think on basis of emotion, and are dependent on positive brand referrals. What have been shown is superseded by what have been heard for Indian consumers. Automated kiosks with touch screen in retail super market chain about new product launch lies unattended. This is due to fear of technology factor in consumers mind.
2.6 Sensorial marketing strategies in ScentSational Technologies:
ScentSational Technologies has arrived into global the market with scented packaging technologies. Encapsulated aroma releaser, activated scent for printing applications and activated scented coating for any packaging of product representation have been strategic outcome from this organization (Lee et al. 2010). Unilever has taken various steps for better sensory marketing achievements in its Europe and US markets.
2.6.1 Increasing sales of product by consumer’s experience of aromatic products:
Brandingbrand building is a vital area of marketing. Immediate impression in consumer’s mind can create buying decisions in consumer’s mind. Product quality, product freshness, flavour of product all have been projected in this strategic step (Lindstrom, 2009). Incorporating aromas, vibrant colours, attractive packaging is business tools which affect customer moods and trigger sense of well being.
ScentSational compelling aroma of a brand enables to convey product’s efficacy of brand as a promise of quality. Product awareness have been projected with increased experience into customer’s minds by ScentSational Technologies. Better communication in ScentSational Technologies leads to better selling activities.
2.6.2 Emotions as media of communicating with the consumers of ScentSational Technologies:
ScentSational technologies of US have created well accepted premises for better sensory marketing (Rodrigues et al. 2011). Various food items and beverages have been judged in programs organized by the organization and consumer feedback is collected.
The focus will be on olfaction packaging in ScentSational Technologies and the judged information will be applied to the Indian product organization Hindustan Unilever Limited to check affectivity of sensory strategies in that organization.
Olfaction packaging is a greater premise in the organization ScentSational Technologies [Available from: http://www.scentsationaltechnologies.com/about.cfm, 7th February, 2013]. Appropriate aromas are conjugated with better product packaging processes. Consumers are given various opportunities to experience the aromas of the product through testing files of same brand. Creative and highly functional products are designed and commercially used in the stores of the organization to better serve the customers.
Smell senses have effect on buying decisions of the consumers. Packaging which has better appeal to the consumers will get better commercial profit also (Zellner and Durlach, 2007). Package has come in the market to help any brand to connect with the consumers. ScentSational technologies also have better business architecture with usage of aromatic packaging elements.
The sense of smell is such a sense that is process in the limbic mode of the brain. This is the particular area of human brain where memory, creativity, preferences and sense of security is processes as per events surrounding the human being.
Steven Landau, CTO, ScentSational Technologies has opined that, “Various types of products which tastes good and even smell good after unpacking do not always give better first impression. Olfaction packaging process offers better process to mask malodours with pleasant one.”
Fresh ground coffeefresh cut basils lose their natural aromas quickly but plastic keep the aroma flavours fresh and distinctive. This type of activities of ScentSational Technologies leads to better consumer satisfaction. Packaging process of ScentSational Technologies has showed that better aromatic packaging can better affect the human brain [Available from: http://www.hul.co.in/sustainableliving/ourapproach/oursustainabilitystrategy/index.aspx, 10th February, 2013]. Aroma makes decision in a human brain that he/she is hungry. On the other hand aroma expresses that a consumer is satisfied by aroma of the food items.
ScentSational Technologies has used aroma as a sales promotional tools. Shampoo companies who have sealed their product against tempering have been rewarded with decreased sales in consumer market.
ScentSational Technologies organization has provided better solution to sensory marketing (Simeone and Marotta, 2010). This organization has taken its path of business to a method of giving people the ability to go through the same motions they have used.
Now above implications will be implied to HUL organization’s strategies and proper evaluation will be done as per aromatic consequences in the products of that organization.
2.6.3 Impact of aromatic therapies of ScentSational Technologies on Hindustan Unilever limited:
HUL has been testing on applying the above packaging technology for better consumer satisfaction. It believes after using in deodorants range that better packaging with aroma can lead to better business profit margins. So stronger but lighterweighted material plastic are now used which is nonbio degradable element in the environment (Smit et al. 2007). Cutting aluminium, a different type of pouch has been innovated in Unilever Netherlands whose weight has decreased by 6.
HUL has introduced new design of Vaseline Petroleum Jelly jar. It has cut plastic use in container by 3around 113 tonnes of resin in a year (Yantis and Pashler, 2008). HUL India is now using 90 less weight has been projected than normal plastic bottle in packaging.
2.7 Sensory branding in HUL as per strategies of ScentSational Technologies:
Better retail experience of a customer is an opportunity for the marketers. Company’s values are consistent with branding and touch points of the products. Consumer’s retail experiences are conjugated with excitement of consumers which is customer delight. Branding of any HUL product can be controlled through influencing five sensory organs both at product level and store level (Tian et al. 2008).
Better packaging can be used in food products aided with aroma evokes freshness concept (Tynan and McKechnie, 2009). Retail area highlighted by lights, a kiosk dedicated to HUL brands in retail chains flaunt a scented area influence a consumer’s mind. So HUL strategy is more aligned to store aesthetics rather than product oriented sensory elements.
For, better judging the sensory branding impacts on HUL, SWOT analysis tool has to be used here. HUL has tested some sensory marketing approaches in its business process with mixed success.
2.7.1 ScentSational Technology’s strategic implication on HUL for judging feasibility of sensory marketing in India:
ScentSational Instore merchandising in HUL, India:
ScentSational Organization enables consumers to check and feel sample of products before purchase in its stores. Scented attractive packaging impacts consumer minds. HUL has applied this strategic first in deodorants like Axe, Dove and Rexona.
ScentSational Technology’s strategy for opening of products and impact upon HUL product:
When a consumer opens a product package, smell/aroma should enhance his/her buying decisions. This step can be applied to personal wash products and food products of HUL. Dove, Pears, Rexona, Breeze and Hamam etc. products can be projected under this fact. Food products showcased by a store assistant in a kiosk like Kissan jam, squashes, Annapurna Atta, Bread can be packaged in smallsized free sample elucidating new packaging benefits.
ScentSational Technology’s strategy for packaging and projection on HUL products:
ScentSational Technology has applied this strategy in their packaging. The package releases aroma during cooking just like popcorn. HUL can apply this strategy in its ready to cook range of products like Knorr soups (Indian and Chinese) evoking olfactory and taste buds.
ScentSational Technology’s consumption related strategies and implications upon HUL products:
When consumers eat, drinkuses product and they has experience of better aroma from the product which helps consumers to be mentally attached to that product. HUL can apply this sensory marketing cues, show in television advertisements for their food products, beverages and ready to cook products.
ScentSational Technology’s impact upon consumers as after affect of product experience and impact of this strategy upon HUL:
HUL products like Pureit water filter can affect on consumer mind as it has a great looks. Better demonstration of this product at a kiosk in retail store can influence consumers decision of purity, taste of water by drinking it. They can return later to shop for buying one Pureit because consumer will judge the product quality tasting it. Indian consumers are also likely to take opinions of consumer who have already used it. Pureit can make greater consumer affective sensory marketing by providing quality in touch, taste (water), visual presentation of water filter working process.
ScentSational Technology product’s repeat purchasing by consumers:
Consumer can see a product, smell the package and have positive experience from the usage of products. This will attract first time purchaser to that shop again for buying that product. HUL can make this strategy with promotional schemes for all of its products by better packaging, better taste in food products, and better aroma washing products.
2.8 SWOT analysis on Hindustan Lever Limited to judge its sensory marketing process with respect to ScentSational Technologies:
Hindustan Lever Limited has used cognitive and emotional area of human mentality and influenced by scents. Cognitive property helps to recognise smell of products (Van et al. 2007). Higher quality products also need better scent built into it for better influencing the consumers for buying decisions. As ScentSational technologies has used packaging advancement technology in packaging process of all kind of products, HUL also has taken strategies as colourful packaging with particular scent of the product (Varadarajan, 2010). Multisensory market deserves to have better branding of products. But, product experience, sensory experience and place experience all are factors for influencing consumers.
Sensory marketing can attract consumers to the shops but human senses and value generating process these both are not connected through sensory marketing process in HUL. Various additional researches are needed to understand as to why it is not succeeding in Indian market. More researches can deliver multisensory brand experience to brand managers.
Sensory marketing practices in HUL can open up various opportunities for managers. The aim is to identify psychologicalemotional cues, linkages in differentiating a brand affectivity and human perceptual mind space (Verhoef et al. 2009).
Sensors, sensations and Sensory expressions of consumers all have impacts on brands and organization. ScentSational Technologies have invested for better packaging of products which can be copied by rival firm as a response. Consumer market situation is changing and there is a huge need of changes in the sensory business strategies taken by HUL to cope up with advanced technology enabled business environment.
Sensory marketing has been evaluated in the entire chapter. ScentSational Technologies have determined sensory marketing as better packaging activities. But, when the fact is applied to HUL in India there are different business scenarios. Maximum consumers in India are from rural areas so, it is not justified that super market experiences will influence them. Better packaging, better scent, taste and hearing vast information about multisensory marketing are factors which may have impact upon Indian consumers.
Preference of trend related to mass marketing has been remodelled into value driven marketing. Marketing relationship of a brand communication and consumers are vital for feedback. So differentiating and positioning brands has evolved through sensory marketing being applied. Impacts of product design, packaging are now being superseded by marketers trying to influence five sensorial organs. Conventional marketing approaches have impacts of consumer satisfaction but sensory marketing approaches of HUL have larger impacts of illustrated hypothetic branding experience which has to be environmentally appropriate and economically appreciable.
Brannen (2009) opined that purpose of a research work is defined by research methodology. Any business organization has to be determined for carrying out research study. This research paper has been prolonged with Hindustan Unilever Limited with respect to sensory marketing in ScentSational Technologies.
Primary research process is often based on various theory of investigations and principles of scientific method. Various observable phenomena allow the researchers to learn about the world (Bryman and Bell, 2007). Learning something new information about new facts and allowing others to emphasise upon it.
Secondary analysis is usage of existing data which can be used for finding various answers of research questions. Secondary data analysis process is different than critical assessing of theory because it is an attempt tin generate and analyse meanings of data collected from multiple studies (Cameron, 2009). Novice researchers are facilitated by secondary research process.
Hypothetic resolution of facts and collection of data are based on events, objects and measurable business issues. This research paper has been reflected by realities and logical conclusions. Exploratory research has been done for better significance of data analysis. This research paper has found where ScentSational Technologies has impacted the sensory business marketing architecture of Hindustan Unilever Limited. Complications of applying sensory marketing for better product selling and sensory marketing strategic recommendations have been adjoined in this research process.
3.1 Critical evaluation of primary and secondary research methods with respect to sensory marketing issue:
Ellis and Levy (2009) have opined that primary data is collected by delivering questionnaires to the respondents. On the other hand secondary research is performed by collecting data from various books, journals and other resources as magazines etc. Harrison and Reilly (2011) have opined that primary research process has various dependencies as a researcher has to take permission from the respondents before any primary research. A surveyan interview is thoroughly depended upon active observation of related issues in surrounding environment. Here is a situational complexity. Consent for observation can be complicated. But, on other hand secondary analysis is transparent. Methodological and ethical issues are considered for better decision regarding interpretive process of knowledge gathering (Johnson et al. 2007).
3.2 Nature of data:
In the entire research work interviews and survey questionnaires have been used for collecting relevant data about impact of sensory marketing in ScentSational Technologies. Interviews have been organized with managers of ScentSational technologies. Questionnaires have been given to the managers of HUL and customers have been given questionnaires to take feedback from them for further analysing chances of creating better sensory marketing in India. Secondary data has been collected from human resource management related booksjournals published by researchers of HRM. Internet websites, various news papers, magazine articles have been used for data analysis.
3.2.1 Primary data:
Strong casual interference is a part of research design and proper research design follows data collection strategies.
Kothari (2008) has suggested that primary data arte collected for finding solution to specific research problem. Description of contemporary and historical attributes, comparative research replication issues and methodological advancement all are feasible to collecting primary data. Primary data collection is based upon manipulation of independent variables. But, major problems of interview surveys are obtaining representative samples. Morgan (2007) has opined that validity of responses given by the respondents also has uncertainty. But, strong and supportive strength in primary data collection is that, it can provide both subjective and objective characteristics of a whole population of an area.
3.2.2 Secondary data:
Official statistics, administrative records and sustainability reports of organizations are needful data for proper judging the real world scenarios (Saunders et al. 2009). Precollected data are retrieved for evaluating with relevant quality management related data. Secondary data sources are adjoined to acquiring, archiving and disseminating data from secondary data sources. Using internet is a vast secondary data collection method. As suggested by Bryman and Bell (2007) that secondary data collection is conglomeration of searching capability of the researcher, searching keywords identification and estimating relevance of data. Projected ability to assess data quality is part of search strategy. Cameron (2009) has suggested that potential secondary data sources are screened for feasibility evaluation. Books and journals are reliable secondary data sources. Journals are research papersreports from where practical analysis of related issues can be collected.
3.3 Data Collection:
Data has been collected by survey questionnaires and interviews of customers and industry managers. 2 HUL managers and 2 managers of ScentSational technology have been interviewed. 80 Customers were sent questionnaires but 50 of them have answered. Rest of the customer ignored the survey forms with questionnaires. 50 questionnaires have come with fully completed answers. It implies that around 62.5 customers have showed interest in giving answers for the questionnaires. Remaining questionnaires were partially writtenignored by the customers.
3.3.1 Strategies used for primary data collection:
In this research work primary data collection has been done by completing surveys and interviews. Researcher has collected real time data from the respondents for better analysis of real time scenarios in sensory market and probability of applying sensory marketing in India through HUL. Various processes have been applied for better data collection from the respondents.
Respondents play active role in interviews so formal questionnaires have been developed and there are little much complexities in the questions. Two types of basic data collection method can be applied for primary data collection. One is solicited data collection and the other is spontaneous data collection. Quantitative and qualitative both type of data collection method have been applied in the research process. In case of quantitative data collection experimental, interview survey, mail survey, structured survey and web survey processes can be adjoined (Saunders et al. 2009). In case of qualitative data collection method open interview, focus group discussion and unstructured diary analysis can be adjoined. In this research process interview survey, mail survey and open interview have been done for better data collection and data analysis.
184.108.40.206 Qualitative data collection:
Qualitative data collection is mainly focused on quality of data. Research objectives are judged by the collected data (Sekaran and Bougie, 2010). Quantitative data collection is far different than qualitative data collection. Quantitative data collection is based on statistical data but, qualitative data has base of indepth and rich description of subject matter of the project.
In case of quantitative data collection statiscally reliable information are collected from various informal sources of journals, books, magazines etc. But, these data are enriched by information collected from the respondents who have answered the questionnaires. Scenario is a fact on which judgement depends but better judgement needs proof that has base of data validation (Bryman and Bell, 2007). Behaviour, emotions and opinions all have impacts upon the answers of questionnaires.
In this research work managers of both Hindustan Unilever Limited and ScentSational Technology have been interviewed. Interview process has significance in a research process. What are the factors that can attract customers through sensory marketing? This information has been retrieved from the interviews of managers of the industries. These real time data have been used for better data analysis for developing strong strategies for the organization to apply sensory marketing policies in the market.
Interviews have been conducted facetoface and transcripts are attached in Appendix. Research reliability has been ensured by the project supervisor for ensuring that the research results are consistent and it has supported the objectives of the research.
220.127.116.11 Quantitative data collection:
Quantitative technique of data collection made the data collection process feasible to be better explaining. All collected data can be represented figuratively and the total research issues can be clear. Time and investment both are important factors of any research work. Research always reminds better work in less time and in less investment. Questionnaire survey which has been used in this research work has helped to less consume time and investment amount. Cameron (2009) has opined that Researcher has no conjugation in the questionnaires survey technique.
Quantitative data collection methods have considerable criticism which has been applied in this research process also. But, a combination of qualitative and quantitative data collection method has been applied because of better projection of participant’s mentality, behaviour on the results of the research process.
Chan and KaneMartinelli (2007) has opined that Quantitative research approach is better cost effective research approach because of standardized same questionnaires for all respondents. Questionnaires have been prepared in such process that both qualitative and quantitative data collection n techniques have focused variable data related to consumer motivational changes with introduction of sensory marketing in the Indian industry.
18.104.22.168 Benefits of using mixed methods: (Qualitative + Quantitative)
In this research process both qualitative and quantitative data collection technique has been applied for proper collecting variable data. Real time scenario of the market and business environment has been projected in the research result as respondents have supported both qualitative and quantitative data collection. Managers were facetoface interviewed and this caused various factors behind better projection of sensory marketing in HUL but, after collecting and interpretation of data from the questionnaires it has been clear that uniform statistical data can help to make better strategy for an industry.
3.4 Sample Design:
3.4.1 Sample size:
The sample frame for Questionnaires distribution was 80 customers out of which 50 customers returned them fully completed. The remaining 30 customers either ignored the questionnairessent them incomplete. Hence the sample size was reduced to 50 customers. The response rate was 62.5.
Sample size for interview included 2 managers of Hindustan Unilever Limited, US and 2 managers of ScentSational Technologies, US. These managers have been working with the retail distribution, technological, R&D and marketing departments in HUL, US.
3.4.2 Sample technique:
Probability sampling, simple random technique has been followed for survey questionnaires. Ellis and Levy (2009) has suggested that probability sampling provides equal opportunity to every element to participate in the research in the chosen population. Harrison and Reilly (2011) have added that simple random selection of participants is a cost effective, easy, simple and convenient technique. Nonprobability sampling has not been followed due to various complexities in selection of participants. Moreover convenient access to the customers was not possible, which was another reason for not choosing nonprobability sampling.
Nonprobability sampling has been found suitable for qualitative interviews conducted from the 2 managers. Johnson et al. (2007) opined that nonprobability sampling is suitable when sample size is small and the researcher has easy access to respondents. Purposive sampling technique has been followed because the researcher selects managers from particular departments (retail distribution, technological, R&D and marketing) of HUL. The researcher had to reach the target sample quickly as sampling for proportionality was not the primary concern. The researcher had to select those managers who have prior knowledge about application of sensory marketing in a retail industry.
3.5 Validity and reliability:
Kothari (2008) explained that Validity of the collected data has been maintained by continuous checking those data by severe functions and test cases. Integration of questionnaire with supervisor has greater impact on strategic evaluation of the research. Data has been continuously checked for detecting whether the research is measuring what it is supposed to measure as per objectives. The response rate obtained for survey questionnaires was 62.5 (50 out of 80 customers) also ensures the validity of the data collected for research.
Reliability relates to the fact that whether research results can be applied to a wider range of respondents other than the taken sample (Morgan, 2007). In this research work researcher has maintained the reliability by using different questionnaires to different sample and judging the answers with respect to the objectives of the research.
3.6 Ethical issues:
Acceptable and unacceptable behaviour of the respondents is the factor on which research ethics has been depended (Saunders et al. 2009). The researcher has clearly declared that all data collected from the respondents will only be used for educational purpose.
Respondents are free to give answers against the questionnaires. Any biasness will not be entertained against the respondent. Respondents will not be pressurized for giving their answers.
Any personal documentspersonal information will not be entertained anywhere in the research paper.
Many participants have taken enough time to respond to the questionnaires but their behaviour, mentality and personal senses have reflected in the answers which have created convenience in result.
Many respondents have not sent back their answers for analysis. So, the researcher has to cut sample size from 80 to 50. But, it has been clarified that more samples could help by supporting with more responses. Many specific problems could be deeply identified.
Appropriate methodology helps a researcher to complete the research work in a feasible and scientific way. Research philosophy, sample design, sampling process, probability sampling have been stated in the methodology chapter. Reliability of research sample and ethical issues in contrast with reliability have been has been elaborated synchronously in this chapter.
Data Interpretation and Findings
4.0 Introduction to data interpretation and data analysis:
Data collected from the customers have been synchronized and comparative analysis has been done for better decision making. All integrated data have been visualized in tabular format and then it has been represented in the graphical format for clarification. Quantitative data are numerically expressed, statistically codified and graphically represent ted to establish a phenomenon.
4.1 Quantitative data analysis:
4.1.1 Questionnaires for 50 customers:
Q1. Do products in retail store attract you with the uniqueness of smell?
Table 1: uniqueness of smell
Options Frequency Percentage response Total respondents
Yes 27 54 50
No 23 46 50
Figure 1: uniqueness of smell
Majority (54) of the respondents have positive idea about being attracted by the uniqueness of smell while purchasing a product. Remaining 46 have denied that good smell instigates them to buy the product. Data indicates that consumer behaviour depends on the psychology and understanding of the customers. Different customers have different reasons for buying a product which affects their decision making process.
Q2. Do you know about multi sensory marketing?
Table 2: knowledge about multi sensory marketing
Options Frequency Percentage response Total respondents
Yes 15 30 50
No 35 70 50
Figure 2: multi sensory marketing
A major portion of respondents (70) have opinion that they have no knowledge about sensory marketing. They have also clarified that they have no information from any media also. In India there is lack of awareness about sensory marketing in the retail sector. Multi sensory marketing is conjugated with sensory organs of human body and their affectivity. Only a little portion of (30) customers have heard about sensory effectiveness for better buying decisions. Data has clarified that it will take time to be strong sensory market in India.
Q3. Do you smell soap before buying?
Table 3: Habit of smelling soap before buying
Options Frequency Percentage response Total respondents
Yes 37 75 50
No 13 25 50
Figure 3: multi sensory marketing
More number of respondents (75) has opinion that they take smell of soap before buying the soap. Better smell attracts consumers such that they return to that soap again for the same product. Smell is a factor behind multi sensory marketing. Any product is judged by various factors but specific products are smelled by the consumers before buying. Only 25 of the respondents have given negative opinion but in multi sensory marketing process smelling has greater impact in business process of various food productscommodities. Smelling soap is one of the adjoined properties of the consumers which influence their mentality. Smell is an attribute of product property which attracts consumer for taking buying decisions.
Q4. Does price factor play an important role while choosing a product?
Table 4: Price factor behind choosing a product
Options Frequency Percentage response Total respondents
Yes 43 87 50
No 7 13 50
Figure 4: Price factor behind choosing a product
Majority of total sample (87) have opinion that price factor has highest priority in Indian market. Indian economy has been developed as per daily life of Indians. India is third world country. So, it is quite possible that pricing will affect consumer buying behaviour. Data is showing that less number of consumers (13) has not been impacted by pricing factor because they have different priorities like product quality, product design, product looks and other product attributes. In India sensory marketing may have some impact on economy but consumer’s pricing and bargaining factors will impact business strategies.
Q5. Does brands play important role in selecting a product?
Table 5: Branding behind product selection:
Options Frequency Percentage response Total respondents
Yes 35 70 50
No 15 30 50
Figure 5: Branding behind product selection
Branding has played important role behind consumer product selection and buying decisions. This has been suggested by majority of respondents (70). Branding attracts consumers. Consumers have impacts in their minds by branded products. Consumers have less knowledge of sensory marketing in India but, branding information works like rumour in India. New products have better sales than an older. Most of the time quality also does not matter to the consumers.
Q6. Do you choose product features over brand?
Table 6: Product features over brand:
Options Frequency Percentage response Total respondents
Yes 27 54 50
No 23 46 50
Figure 6: Product features over brand
Major portion of the total respondents (54) have opinion that products features are judged over brand names. Brand names have influence on human brain and this affects greater in Indian market. But, consumer awareness has increased in nearest decade and product features has more priority than brand. Average number of consumer has opinion that branding has better impacts on mind. Product affectivity, product attributes and product variety all have been conjugated to product features.
Q7. Do many brands for a particular product confuse you to make a buying decision?
Table 7: Confusion for variety of brands:
Options Frequency Percentage response Total respondents
Yes 33 67 50
No 17 33 50
Figure 7: Confusion for variety of brand
Major portion of respondents (67) have opinion that various brands are in the Indian market and that’s why there is confusion in consumers for taking buying decisions. It is true that pricing is not always supported by quality. Brands are competition in market to capture major portion of market but variety of product features and attributes creates confusions. Data shows that buying decisions may be affected by other factors than branding. Pricing, looks and availability all have impacts upon the consumer minds. So, branding may be successful in India but it is depended upon consumer’s feedback.
Q8. Please identify your gender __________ .
Table 8: Frequency of genders of customers:
Options Frequency Percentage response Total respondents
Male 27 54 50
Female 23 46 50
Figure 8: Frequency of genders of customers
Majority of consumers are male. Consumers are the strength behind brand loyalty and consumer satisfaction is the base for better sensory marketing. Society has majority of male and the figures of collected data has supported the phenomenon. Maximum male candidates have responded to the questionnaires. So, it is clear that better numbers of male candidates are interested to participate to know about sensory marketing.
Q9. Please identify your age____________.
Table 9: Frequency of age of customers:
Options Frequency Percentage response Total respondents
2535 12 24 50
3645 17 34 50
4655 10 20 50
Above 55 11 22 50
Figure 9: Frequency of age of customers
Majority of customers have age between 3645 years. Data has shown that 3645 years aged customers (34 of total customers) are interested to participate to answer the questionnaires. Other group of ages are also interested but customers are young and it is clear that sensory marketing will better impact youth of the society. It is good chance for sensory business organization to determine future sensory marketing prospects through youth part of the society.
Q10. Please identify your occupation____________.
Table 10: Frequency of occupations of the customers:
Options Frequency Percentage response Total respondents
Employed 14 28 50
Selfemployed 15 30 50
Housewife 9 18 50
Students 10 20 50
Others 02 4 50
Figure 10: Frequency of occupations of the customers
Majority of customers are employedselfemployed. Researched data has proved that selfemployed customers are more interested in sensory marketing issues than the employed customers. Generally employed customers have more ability than selfemployed customers but employed customers have less time to participate in answering the questionnaires. Sensory marketing needs impact upon the customers for influencing them to show better loyalty. It is clear that all occupational group of the society have participated to answer the questionnaire.
Q11. Please identify your income_____________.
Table 11: Frequency of income of the customers:
Options Frequency Percentage response Total respondents
10000 13 26 50
1000025000 14 28 50
2500135000 10 20 50
Above 35000 13 26 50
Figure 11: Frequency of income of the customers
Majority of the customers (28) have earning between Rs. 1000025000. It is quite clear that majority of the society is not earning people who has earning of above 35000less than 35000. Sensory marketing strategies are depended upon income of customers because it is quite possible in India that customer affordability has to be considered for developing sensory marketing strategies. Customer buying behaviour is proportional to earning. So, sensory marketing will depend on customer’s earning strength in India.
Q12. Do you hear music in the retail shops?
Table 12: Music in the retail shops:
Options Frequency Percentage response Total respondents
Yes 33 34 50
No 17 66 50
Figure 12: Music in the retail shops
Majority of customers (66) have opinion that they have heard song in the retail shops and they are also influenced by the song as the song has changed the environment in the shop. Influenced customers are base of sensory marketing and playing mild song will influence customers such that they will stay sometime in the store and decide to take buying decisions.
Q13. Do products in retail store attract you with the uniqueness of colours?
Table 13: Uniqueness of colours in retail store:
Options Frequency Percentage response Total respondents
Yes 36 72 50
No 14 28 50
Figure 13: Uniqueness of colours in retail store
A major portion (72) of customers has stated that unique colour of product packages has attracted them to take buying decisions. They have later judged quality of the products. As example, Red label Tea has deep red coloured packet. It signifies the product inside. Sensory marketing will fairly depend upon coloured packaging of products in the market.
Q14. Do you go to buy same product after using the product for first time?
Table14: Buying same product from same shop:
Options Frequency Percentage response Total respondents
Yes 32 64 50
No 18 36 50
Figure 14: Buying same product from same shop
Majority of customers (64) have opinion that they have gone to the same retail shop again to buy the same product. Customer loyalty is depended upon availability of customers in the retail shops. They can take fair decisions of buying products after being influenced by product quality and affordable pricing. It can let them compelled to go again to the shop to buy the product.
Q15. Do you touch all type of products before buying?
Table15: Touching products before buying:
Options Frequency Percentage response Total respondents
Yes 38 76 50
No 12 24 50
Figure 15: Touching products before buying
Majority of customers (76) have bought products after sensing the products by touching. Sensory marketing will depend upon better sensing the products and it is clear that product design and product taste both can be judged by touching it. Sensory marketing will grow in India but touching a product can better influence customers to take buying decisions.
4.2 Qualitative data analysis:
This part of the research consists of qualitative data obtained from managers of Hindustan Unilever Limited. Empirical explanation will be done for data collected qualitatively. Human emotions and behaviours both have impact upon empirical explanation. Same questions were asked to managers of HUL, India.
4.2.2 Questionnaires for 2 managers of Hindustan Unilever Limited:
22.214.171.124 Do you agree that there is a retail boom in India and if yes, than what are the reasons for it?
Yes, retail boom is continuing in India since year 1991. Indian Government was encouraged by Foreign Direct Investment policy (FDI Policy) in the year 1991. Indian retail industries changed from a state of conserving resources to shopping culture. At first Future Group, Tata’s Westside, Reliance Fresh, Raheja Group and Bharti Retail started retail business in India. 100 FDI flow permitted multibrand retailing in India.
IT sector fuelled Indian retail business by advanced technology integration and software orientation inside of the retail shops in super markets. Primary reasons behind India’s retail boom are favourable demographics, rising consumer income, emergence of new shopping malls and real estate developments. Though retail industries have booming situation now a day but, in India, retailing is highly fragmented and unorganised. Retailers include street vendors, departmental stores, hotels and car showrooms. So, it is clear that retail sector has various causes for development and it will be more advanced in near future.
126.96.36.199 Are you aware that the five senses which are applicable to biological beings can be applied to retail marketing and if yes, do you have any future plans for applying in any of your product?
Yes, engagement of five senses may impact retail marketing. A customer whose senses are fully engaged will stay longer in a shop and buy more. Sensory marketing is a strategic step which is prolonged with sensorial appliances for better selling and earning.
Touch creates next sense after view. It remains for long time in mind. Fishmongers, bakes are encouraged to be noisy in hawking their wires. It creates impact on retail marketing. Aromatic impacts are highest used business strategy now a day. Maximum number of products (food products, cosmeticswashing products) is developed with better smell inside.
Smell in a shop attracts consumers again to buy products. Food products are such type of products which attracts consumers with colour, taste and quality. Human beings are biological beings which has impacts from various events of surrounding environment.
In near future Hindustan Unilever Limited may go for changing in its food products, aromatic products, cosmetics and daily washing products. For better sensory marketing HUL may change product packaging colours.
HUL may change modern shop environment to advanced branded environment which will attract consumers to stay in shop for long time and to take buying decisions. Retail display, better service level, mix of products may be better step taken by HUL for increasing sensory market.
188.8.131.52 Do you agree that “seeing is believing” true in case of retail marketing?
Branding is a rumour and consumer mentality has impacts of branding. Branded products are featured to the consumers as per quality product in affordable price. This is obvious because in India, bargaining is adjoined in marketing. Consumers need options of bargaining for taking buying decisions.
Despite the varied and extensive marketing activities, there are potential consumers who are not aware about better products in the marketing. Rumour has not always better impact on consumer mind.
They have opinion just as ‘seeing is believing’. Better flexibility of choosing products, better facilities in shops, mild shop design architecture creates buying decisions in consumer minds. Product quality and product cost both have priority upon view of product. Good looking product attracts consumers to the shop so the words are appropriate for better sensory marketing.
Surrounded shop environment attracts consumers to let them stay long time in shop for taking buying decision.
184.108.40.206 What makes you feel about customers buying behaviour?
Selection, purchase and consumption are three bas e factors on which customer buying behaviour depends. Greater utility and advantages are expected by the customers when they are in the shops. Selecting a commodity, checking quality and analysis of product prices all lead to factors affecting customer buying decisions.
Customer buying behaviour is deeply influenced by cultural deficiencies. Cultural factors like buyer’s culture, subculture and state of social class have impacts upon customer’s mind and also buying behaviour. Various geographic region, nationalities and religions have prospects in different kinds. Marketing mentality has also changed with variance in social states. Buying behaviour has greater impact of social class of a human being. So marketers have to be careful about buyer’s influenced culture.
Social factor has impact upon customer buying behaviour. Status, family roles are adjoined to customer’s buying affordability. Reference groups have potential impacts upon customers. It is often normal that customers take decisions of reference groups and go for shopping. Product design, product quality and product pricing all are connected to the reference group’s mentality which focuses expansion of retail customers.
Personal factor can affect customer buying behaviour by lifestyle, economic situation, customer’s occupation and personality factors. Customer buying behaviour gets changes with changing age and mentality. They often prefer to purchase goods and services with the passage of time. Occupation of a person is significant for his buying decisions. Product pricing architecture and customer income has conglomerated under organizational strategic decisions.
Perception, motivation and learning have impacts upon customer’s beliefs and buying attitudes. Psychological needs, biological needs, social needs are factors behind motivational changes in customer minds. Needs has become a motive for customer buying decisions. Various kind of needs are prolonged with various buying decisions as per quality of product, cost of product and all other properties engaged with activities of five human sensorial organs.
All above factors may Change Company’s strategic steps for better multisensory marketing according to customer’s buying behaviour.
220.127.116.11 Do you agree that a combination of the five senses in a strategic manner can be projected as a better emotional marketing strategy in the retail market?
Emotional marketing is impacted formation of customer intelligence and customer buying behaviour. Emotion is the key driver behind purchasing decisions. Not only product qualities, product features and product previewing but also phenomenon of critical brand name has emotional impacts upon customer minds.
Combined impact of five human sensorial activities leverage emotions which is fast becoming top business imperative.
As per recent IBM survey, “Steve Jobes knew that the emotion of his consumers was critical currency of Apple Corporation, with over 1,700 CMOs admitting an enduring connection with potential consumers”.
Emotions are generated by social media to boost sensory marketing achievement. Customer’s motivations and their needs have impacts of five sensorial organ’s activities. Therefore, proliferated marketing issues may have focus upon better emotional strategies along with prediction of future engagement of customers because both motivate marketers.
As customer motivational impact on sells will increase, marketer’s potentiality will also grow to achieve better profit margin.
18.104.22.168 Do you know about sensory branding and its effective marketing strategy in the retail market?
Sensory branding has impact upon commercial management. Five senses of human attempts to develop powerful sensory relationship between brand and consumers to improve brand status in current competitive business environment.
According to the managers, friendly atmosphere is necessary in building positive and influencing consumer behaviour and creating a better and longterm relationship with the consumers. Emotional aspects of products and services drive consumer’s buying decisions.
Maya Angelou, Author, poet, civil Right activist has suggested that, “People will forget what they heard, people will forget what have been done but people will ever forget how have been made to feel”.
So, managers may establish various commercial management issues for better branding. Financial value of a brandbrand value is regarded as financial assets of the organization.
Consumer’s experience about brand is a key way to discriminating consumer’s personality and loyalty. In retail market effective marketing strategy may be successful with conglomeration with purposeful design and deployment of the interaction between senses in order to stimulate a consumer’s relationship with a brand.
22.214.171.124 Do you agree that creating an impression on the customer is an important brand building strategy in the retail marketing?
Better impression on a customer may lead to better buying decision. Better buying decision may lead to successful business orientation and profit management. What eye is seeing is extreme important for brandinga product. Three sensorial properties have impact upon branding at first sight. One is activities of eyes, next is activities by ears and the last smells by nose.
Hakuhodo Advertising Company has done researches on branding strategy development by impression creation. As per the research, “Consumers insist on sense of sight 60 and non sense of sight 40”.
Many companies are aware about development of brand image by impressing consumers by sound. 40 of total customer from Nokia Corporation has opined that sound of a mobile phone is more important than its design and looks.
Smell of product let customers to remember the product6s and taking buying decisions again from the same shop. Thus branding is developed for the product. Identity of brand image of brand, marketing tactics all are simultaneously affected by impressed customer’s activities in the shop. They are less interested about product price but the quality matters through the specific smells.
126.96.36.199 What are the reasons for so many companies not resorting to multi sensory marketing strategies?
Management of sensation has become an obsession in contemporary consumer capitalism. Product design has been subsumed within sensory design. Multisensory marketing is sweeping not only product design but also product branding. Existing brand are replaced by new diverse brand names. Various factors are active behind reasons for many companies not resorting to multisensory marketing strategies.
Retailers have to rely on ads placed in diverse media, billboards, window displays and instore lighting. It may be not successful to draw attention of customers who have legal loyalty for other old branded products.
Sensing can draw customers to the stores and shops but without proper pricing structure, customers may not take buying decisions.
Olfactory sensing can be projected by sweet music in the stores but different customers have different taste of music and it is true that all customers’ taste of music can’t be fulfilled such that they will be loyal to the shop.
India is a third world country so its socioeconomic state is such that affordable pricing and quality measurement are more important than packaging and smelling sensing affections for taking buying decisions.
188.8.131.52 How far you believe that the multi sensory marketing strategy can sell the products of a company in the retail market?
Hindustan Unilever Limited has over 2000 loyal customers and rest are citizens. Over 2000 suppliers and associates are working for 6.4 million outlets. Over 16700 employees are working in the HUL industries.
Before assuming projection of multisensory marketing strategies some records have to be analysed. Lifebuoy soap has reached to 44.56 million people with hand washing programs. 60 of tomatoes used in Kissan Ketchup in India are from sustainable sources. 99 volume of HUL’s food portfolio is compliant with 6g salt target.
These records are here from HUL sustainability report 201112. Data proves that only quality of products and better services have been generated without sensory marketing strategies. But, Better packaging, better looks, better taste, better quality all may be conjugated to develop a better profit margin. May be sensory marketing strategies will increase customer loyalty but not deleting the old features and functions.
184.108.40.206 Do you agree that over emphasis on multi sensory marketing formula if done effectively than it can be detrimental to the fortune of a company?
Over emphasis on multisensory marketing can be detrimental to fortune of any business organization. Sensory marketing strategies are conglomeration of strategies which will draw customers to the shops for taking buying decisions. But, Customers find brands which have quality inside. High quality of packaging, advertisements with various types of product related information may raise confusion in Indian minds.
Sensory marketing reflects customer behaviour on product quality. As customers are from rural areas in India, they are not able to understand sensory reflections on the products. Awareness programs may increase customer buying decisions, which may result to better fortune of the company.
220.127.116.11 Are you aware of the agencies which deal with sensory application in the products?
No, HUL managers have not so clear idea about sensory marketing in business organizations. But it is true that, various foreign organizations have applied instore merchandising technologies to enable consumers to sample the aroma of the product before purchase. ScentSational opening procedure has been applied in the product as the customer can feel scent of product after opening it.
Customers get better aroma from the packaging of food products and this let them to get better experience. A positive experience is preembedded into customer’s mind and later that customer goes to the shop for buying the products he/she experienced. Scent technologies lead to strategies that can grow HUL if sensory marketing is applied on HUL successfully.
18.104.22.168 Would you put forward the concept of sensory application in your current product to the higher management for further product enhancement?
Yes, concept of sensory application will impact decisions of higher management in the organization. Marketing and revenue generated from the current product will show efficiency of applying sensory strategies to the current product of the organization. Organization has to see that in year 201112 HUL has earned net revenue of RS 22116 Crores. A sum of profit for the year 2012 is RS 2691 Crores. 48.1 revenue has come from soaps and detergents, 31 has come from personal products, 11.8 has come from beverages, and 6.2 has come from packaged foods and 2.9 from other products. Company has to increase this revenue figures by analysing impacts of sensory marketing strategies in the current products.
4.2.3 Questionnaires for 2 managers of ScentSational Technologies, US:
22.214.171.124 How the concept of smell application in products did came in your mind?
I was skiing and was thirsty with chapped lips. When I got to the lodge, I purchased cherry lip balm, and water. When I applied the cherry balm to my lips, I realized it was scented with cherry, but had no taste. After drinking the water, it had a cherry taste, and I had the idea to make fruit scented plastic closures for water bottles. That was the beginning...
126.96.36.199 What are the opportunities for small retail organization in terms of your scent technology and is it affordable for them?
This depends on what you mean by retail. Scent can be used in many ways and it is very affordable.
188.8.131.52 How much time it takes by your organization to come up with unique concepts for your customers?
Each customer application is different. Coming up with new ideas is a very fast process. Testing those ideas is another issue.
184.108.40.206 What do you think that retailers are interested to adopt the scent technology in their products?
I think when you say retailers; you are meaning to say Consumer Product Groups, who sell products at retail? CPGs understand that scent causes an emotional connection between their products and consumers. This helps to create brand loyalty and to drive sales.
220.127.116.11 If any retailer makes a contract with you for scent application in their products, than how much time it takes to provide them the final product?
Typically the process takes 6 months to a year. In some cases we can be up and running in as little as 3 months.
18.104.22.168 Do you think in a developing country like India retailers will be interested in your technology?
Yes, we have many inquiries from India and are currently about to begin a project with a company there.
22.214.171.124 Do you provide different concepts for different productsyou have a standard concept to serve your customers?
Yes, we do both.
126.96.36.199 If any retailer comes with a product, do you study the product and make strategy for ityou discuss the entire process with the customer?
Yes. We try to be involved as much as possible as we have a core competence in aroma marketing, a skill our customers typically lack.
This chapter has concluded all possibilities of applying scented coating and packaging in the organizational products of Hindustan Unilever Limited, India. This organization is going to follow the technology used by ScentSational Technologies, US. Secondary and primary research has been done for collecting data. In this chapter possibilities will be checked if researched data is supporting the research objectivesnot.
If research objectives are supported by the research collected data then it is quite possible that in India sensory marketing will grow but it will take time as consumers are not aware about the scented coatingscented packaging. Retailers also need better awareness of sensory marketing. Multisensory marketing strategies may be future prospects for feasible business orientation. Retail marketing is growing in India with the growing number of super mart5klets and various retailer shops.
So ScentSational marketing strategies may be successful in India. Hindustan Unilever Managers have answered various questions remotely and ScentSational Technologies managers have answered various questions in interview. Customers of FMCG products have answered with different views remotely.
Now, it is the time to follow all situational aspects as per the research objectives. Hindustan Unilever Limited has to project sensory marketing technology from ScentSational Technologies and grow the business in other organization by better scented packaging formulation.
5.1 Linking Objectives with the conclusion:
Objectives established in chapter 1 are linked with the conclusions. Arguments are given as per the findings obtained from primary research and supported by literature review discussed in chapter 2.
5.2 To determine how the five sense formula in marketing can help in FMCG branding:
Fastmoving consumer goods (FMCG)consumer packaged goods (CPG) are such products that are sold in low cost in with a quick basis. Five sense formulations in Hindustan Unilever Limited was checked by sending questionnaires to the customers, to the managers of Hindustan Unilever Limited And performing an interview session with the managers of ScentSational Technologies.
Quantitative research was for the customers of FMCG products. From the questionnaires send to the customers of FMCG products some questions was to follow the objective as determining success of five sensing marketing strategies in FMCG product business. Referring to Q.1 in Part A, 54 customers felt that uniqueness of a products smell attracted while 46 disregarded the idea. Supporting this, Q.3, reveals the positive response of 75 customers who have a habit of smelling before buying soap.
Good smell stimulates a customer to make a decision while buying a productswitching over to a different brand. FMCG products are checked by customers using their sensory organs before buying.
As per Q.2, in Part C, managers shared their view about the use of ScentSational Technologies for attracting customers. They stressed on the opportunities that small industries had in terms of scent technology developed by ScentSational Technologies organizations. Managers of ScentSational Technologies have answered logically.
Adding to this the managers has focused on the application fields and large organizational applications as TATA’s stake selling over LAKME of HUL. They have also focused on two major problems to business in India. In India people are interested to quality products in affordable pricing.
So as per market situation Hindustan Unilever Limited can apply sensing technology in Indian retail market with long time strategic way.
As per Q.2, in Part B, managers of Hindustan Unilever Limited had focused possibilities of applying five sensing in the retail marketing. Managers have mentioned the current market scenarios. They have focused on the lack of sensorial marketing awareness in the retailers and the consumers. Managers have opined that a shop will attract the consumers when it will have a great layout in interior and exterior also.
Consumer motivation is a key for success in sensory marketing. This was prior elaborated by the managers. Colour, taste and quality all are important to the sensing capability of the consumers with respect to different kind of HMCG products.
So it is true that managers are positively agreed to apply sensory marketing technology for better business of FMCG products but there are needs of awareness in the retailers and consumers about usage of five sensing organs for judging the products as per affordability and quality. This is time taking process and also depended upon market situation.
5.3 To clarify the concept of multisensory marketing and their application to retail marketing:
Multisensory marketing process is deeply connected to awareness in consumers and retailers about sensory marketing concepts. Customers of FMCG products have interest on product features but branding has also approx similar affects on consumers. Referring to Q.6 in Part A, 54 of consumers have informed that they have interest on product features more than product brand. It is true that consumers check FMCG product before buying.
So, here is a field to apply sensory features in the product packaging to influence consumers to the products.
Colour and smell are features which can allow the consumers to feel the product before checking feature inside.
It is also in Q.3, 46 of consumers have denied the above phenomenon.
Branding has impacted the consumer minds and it is also a field of applying sensory marketing concepts for building sensory branding.
As per Q.1 in Part C, One Manager of ScentSational Technologies has opined that he has experienced such a FMCG product, which has virtual taste of cherry but it is a lip balm but not a food product. It impacted mind of the manager. It is a process through which sensory marketing can be developed. But there are problems also.
In India, consumers are more interested to quality product with affordable price. New ideassensory concepts can be applied to the consumers and retailers but it is a fast process and needs long time testing before introducing in the market.
According to the Q.11 in Part B, HUL managers have opined that five senses of human beings can understand products feature and product quality but it will take time to be better as per the market situation. According to the managers of HUL, friendly work culture creates better impacts on the consumers who come to the stores.
In Q.6, Managers have also illustrated that they establish all commercial issues in the organization so sensory marketing will capture market through proper skilled managers of Hindustan Unilever Limited.
Managers need better knowledge about the sensing and scent technology. Consumers need awareness about sensing for judging the product before taking buying decisions.
So it is clear that better conceptual idea about sensory marketing can be applied to the retail market of India but proper knowledge of application fields and prior knowledge of market situation are necessary for the retailers and also for the organizational heads to concatenate both FMCG product business and sensory marketing development. Consumers will be more loyal to the product shops after being informed about sensory organic utilization to judge the FMCG products.
5.4 To critically analyze the HUL marketing strategy and the future prospects of feasibility of ScentSational marketing:
Referring to Q.4 in Part A, Feasible sensory marketing strategy is better for customer’s motivational changes. Majority of customers has suggested that product pricing is better judged in India before judging the brandingproduct quality. 87 of customers are agreed with importance of pricing factor in India. In India people need affordable quality priced products. Customer buying behaviour is judged by proper piecing structure so it is clear that HUL marketing strategy will head to pricing of products.
As per Q.4, it is also clear that 13 of customers are not satisfied with affordable pricing structure only but also sensory aspects have impact upon them. As per Q.5 brand play important role in selecting a product and it has been agreed by majority of customers (70). Branded product always judge better pricing. Quality matters for pricing structure of branded product, but not always.
Referring to Q.7 in Part B, profit management is dependent upon the customer buying behaviour. Customer loyalty is controlled by brand building strategies so better sensory business strategy can make better loyalty in customers. Specific products can make customers satisfied but it is not always make loyalty in customers. Brand quality, pricing and brand image creates buying behaviour.
Better product packaging with scent, better colours of packaging develops buying decisions in customers so HUL business strategies are going to follow sensory marketing strategies to capture market and customer loyalty.
As per Q.4 in part C, emotional strength can make better connection between consumers and products. Shops are often interested to serve music to the customers for better influence them to buy products. Consumer buying behaviour and brand loyalty both are conglomerated by sensory strategy.
Branding can be advanced by better sensory application. Sensation is cover of branded products. Result of finding has showed that sensory branding and product pricing as per affordability of Indian citizen, is better way by which HUL can make better future of sensory marketing.
All provision of sensory marketing aspects has come in day light and it is true that sensory marketing can be applied in Indian retail economy. Indian market is branding evolving but it is still growing with the growing affordability of the customers. Pricing structure and customer affordability, these two factors have to be balanced. Sensory branding and scented packaging will draw better number of customers to the retail shops and super markets. Customer will go again to same shop for buying same product. Better quality products and emotional influence both can make better prospect for sensory marketing in India.
In the above part of the conclusion chapter every objective of the research process are under judgement with various indicative proportionate proof collected from the managers of Hindustan Unilever limited and ScentSational Technologies. Also customers were resolute as per the questionnaires given to them. By the possible evolution of new marketing strategies and marketing principles Hindustan Unilever Limited will judge the sensory marketing principles and take their decisions for implementing sensory marketing strategies into their business process and operations.
Hindustan Unilever Limited has various products and various production plans but if the organization has to apply sensory marketing policies then following substantial criteria should be fulfilled at first level of operations management:
5.6.1 Sensory marketing policy implementation criteria:
Higher management authority of the company has to be positive in evaluation of business issues. Products of the company will be sensorial as per sensory marketing issues but it will wait for the agreed commitment from the higher authority. Higher managerial level should take decision about phase wise issuing products in the market with scented packaging.
Hindustan Unilever Limited has to start the run for sensory marketing with a new tag line in the product advertisements. The advertisements should draw attention of the customers (both loyal and potential customers). The tag line may be, “Come and experience the new horizon of Hindustan Unilever Limited products”. This tag line will attract the customers through advertisement in banner, mobile sumsthrough media like television channels, news paper, magazines etc.
188.8.131.52 Sensory marketing strategies for the products:
At first phase of sensory business single type of product suppose Knorr Soup as readymade food item’s package may be designed with flavour scent. When customer will take the packet it will give flavoured scent (may be chicken masala, vegetable masala etc. scent) that will evoke customer’s emotional senses. Customer will take home the product for judging quality and taste.
Kissan tomato sauce is another product which may be under sensory marketing process. When customers are coming into the stores store attainders should prepare noodles in cup and apply tomato sauce on it for delivering to the customers. Customers can check the quality and taste of the Kissan sauce product. They will take home the product.
At second phase of sensory marketing, managers should target for better sensory marketing through body deodorant. DENIM and AXE is two Hindustan Unilever products which may have attached scented label. When customer will take the deodorant bottle in hand it will scent as the product inside.
Emotional impact attracts customers more than only label colour and words from the sales men. Scented labelling has another advantage for the company. As per current situation of product presentation in the shopping mallshops, one pack of the product is kept open for the users as a demo. This process consumes products. If scented labelling is applied to all of the products then there will be no need of demo pack for the customers. All packs can be sold.
Active Wheel, CloseUpPepsodent like products should be used with scented packaging. When customers will take the product it will give scent just as the product inside. The product should have flavoured scent also. This will attract customers more to buy the product. Customer loyalty is important for better sensory marketing and scented product in scented package is a solution to the sensory marketing issue to the organization.
Managers of Hindustan Unilever Limited have to follow up sales, customer potentiality and customer loyalty for buying the above issued products in the market. Then it will be easier to make decision for applying scented packaging to all type of products as per customer demand and market situation.
184.108.40.206 Sensory marketing strategies with respect to resource management and price of the products:
Hindustan Unilever Limited managers have to be aware about pricing structure of each and every product that will be ready to launch in the market. Any product is sold in the market in market price with a certain profit value.
HUL managers have to follow up new machinery cost for scented packaging of the products, labour cost (Salary issue, medical advantages, other wages) other necessary cost (Raw material cost, Transportation cost, Material processing cost, Electricity cost, machinery maintenance cost, Operating cost, Taxes).
In context with this matter HUL has saved 6 of total operating and supply chain cost by exploiting improvement opportunities at every node in the organizational value chain. Sensory marketing process will lead to better save in operating and supply chain cost.
HUL managers have to take care of consumption of resources. Financial resources and material resources both have to be managed as per production amount and operating cost.
As customer attraction will increase, profit will increase and as a result resource wastage will be decreased. Manufacturing amount and supply chain cost should be calculated as per market demand. Supplier cost, reliability and loyalty related advantages should have cared by the organization as suppliers are vital partners in HUL’s sustainable growth ambitions.
Whole operating cost structure should be aligned with the phase wise marketing of scented coated products.
Income structure in India is growing after year 2008. So, it is possible that sensory marketing will come with new cost structure but people will abduct it for better quality products in affordable price. Scented products will make influence such that people can bear increased price structure to experience new products. As a result company profit margin will increase.
Financial business plan should be feasible to the sensory business principles and sensory business investmentprofit ratios. From the year 2009 to year 2012 Hindustan Unilever Limited has got return on capital investment just as 103.8, 87.5 and 96.8. Sensory marketing will save the loyal customers of the company and also draw new potential customers. Organizational Economic Value Added (EVA) rate will increase in every year of next decade.
220.127.116.11 Training for the sales persons and business associates:
HUL has already done joint marketing plans with leading customers like WalMart, Metro and Tesco. HUL managers think that their organizational presence at the point of purchase is directly corelated to the capability of company business associates and their people.
So, business associates and sales persons should have prior knowledge of sensory marketing. They should have the ideas to present a scented product to the customers. Sales employees and sales associates have to take training on sensory marketing excellence policies and product presentation practices. Various opportunities of sensory marketing should be exposed to the sales persons and sales associates.
Hindustan Unilever Limited has always tried to win market through continuous improvement. Continuous improvement is such an effort that better improves products, processes and services of a retail business organization. HUL have to gain success by properly trained sales persons who will attract customers.
18.104.22.168.1 Responsibility of sales person in the shops:
When a customer is coming in the retail shopshopping mall and he/she is interested to buy teacoffee, Hindustan Unilever Limited’s sales person should come forward to make a demo infront of the customers.
Suppose the product is Brook bond Red Label Tea. Sales person should offer each and every interested customer a pouch of tea and a readymade cup of tea for testing purpose. Customers will taste the tea along with take home the product as a demo. The package of the product will have scent just like the product. This overall practice will create emotional bonding between the product and the customers. Those customers will come again to the same shop to collect the Tea product.
It is a nominal process by sensory marketing orientation. It should be used in the sales points of Hindustan Unilever Limited.
5.7 Barriers for implementing sensory marketing strategies in Hindustan Unilever Limited in India:
Sensory marketing strategies are sophisticated to the current socioeconomic condition of India. Indian economy and Indian’s daily life both can be conglomerated into sensory product usages. Various factors have raised that have to be followed before implementing sensory marketing policies.
Financial cost architecture has to be determined before cost assumption for sensory marketing setup. All brands of Soaps & Detergents, Personal products, Beverages, Packed foods and others products may not be applied under sensory marketing issues.
If washing powder products like Active Wheel, RIN are in scented packet, it may not attract customers like the scented packet of Knorr Soup. There should be colours to indicate the product and proper demo in the point of sales. Product difference is a barrier to sensory appliance. Different types of products have to be handled in different kind of advertising technology.
If one brand is not able to cross the assumed profit level then that brand is not feasible for implementing sensory marketing technique, principles and issues. Suppose Brand manager, Mr. Anil Chopra has decided to invest in Lakme for better sensory marketing. He has to judge share price of HUL in current market situation and customer demand for cosmetics products in the market to launch scented packaged Lakme products.
Branding layout and profit management should be as per customer demand and financial resource of the company. It is a barrier to sensory marketing technique implementation in HUL.
Machineries for scented packaging have to be set up inside company workshops. Not only factor of machinery setup cost but also labour cost is factor behind sensory marketing implementation in Hindustan Unilever Limited. Labour should have proper training for operating the machines. Skilled labours will help to advance sensory marketing impacts on sales of products.
5.8 Risk for implementing sensory marketing strategies in Hindustan Unilever Limited in India:
Normally sensory marketing can be approved for implementing in the Hindustan unlever Limited but there are also risk factors behind implementation. Certain customers may not be agreed with policies of sensory marketing.
Various loyal customers are satisfied with product and service of Hindustan Unilever Limited. They should not have same feelings of different kind of products packagesdifferent kind of product quality.
All type of customers is not interested to same type of products. So, sensory marketing strategies may not be feasible to all kind of customer tastes. This is one of the risks of sensory marketing technique implementation in HUL. Loyal customers have to be attracted by better presentation and advertisements of the scented packaged product.
Better product presentation should be given in sales point in HUL retail shops and HUL sales point in shopping malls.
Another risk is projected into sensory marketing in HUL. Hindustan Unilever Limited’s sensory marketing strategy may be copied by another retail organization and may be their products are more successful in the market. Hindustan Unilever has to be unique in this strategic step. Scented label and coatings have to be designed in such way that it can’t be detached from the product. It may be like scented thick coated coloured paintings. Hindustan Unilever has to produce unique product in the market after analyse products presentation of another retail organizations.
Time Scale Management:
Sensory marketing is a new innovative idea that is going to be applied in HUL. ScentSational Technologies, USA deals with scented packaging of products. This organization needs around 6 months to apply sensory marketing policies in all products of a retail organization.
So, it in nominal that Hindustan Unilever Limited may get its all products under sensory marketing technique but this implementation will take time. In that time all old products should have availability in the market as per trend. Otherwise the organization may lose loyal customers.
HUL has to continue advertisement in banner, media, news papers and magazines before initializing the technique for first time. Customer will be interested for experiencing the new products after seeing the company tag lines everywhere of advertisement.
Better time scale management should be done by Hindustan Unilever Limited for better sensory marketing operations.
5.9 Personal Development Plan for MBA career:
MBA management program has enhanced employability and global mobility of the MBA students. As a MBA student I am thinking to be as a unique and selfmanaged portfolio of ambitions, skills and talents. My expectations of management education have evolved beyond traditional managerial knowledge across the business administration and operational discipline.
I am gaining wide range of business skills and competencies valued by employers. Various opportunities have been provided to us for better professional development. Series of planned workshops, seminars, speakers and online resources have helped me to gain self analysis and decision making capability.
5.9.1 Challenges in management career:
A management student starts his/her career with various types of transitional changes. These transitions are challenges to the management student to grow in career.
The student has to be first time manager of an organization from an individual contributor.
He/she has to take responsibilities of the organizational objectives, profit management and profit margin.
The candidate has to take responsibilities of his/her team performance.
A management candidate should have capability to managers the other managers of the organization he/she is working.
A management candidate has to handle all types of corporate deals with another business organization.
Launching any new initiatives and business policy is strength in the management students.
Changing role, leading a significant business deal is challenge for management career of a MBA candidate. The difficulties that managers experience are diverse leadership styles inside organization. Leadership styles and practices that help business organization during any evolutionary managerial steps become unsuitable for sustaining them into next better level of business management. The main challenge in business transition is managing business growth.
5.9.2 Mapping skills against an established management / leadership management framework:
Skills that are already implied Skills that have to be implied
MBA candidate has to be strong to better handle business growth of the organization MBA candidates should have prior knowledge about saving organizational profit margin in time of inflationdownfall of market.
MBA candidate should have capability to maintain a nominal gap and strategic differences with his/her boss MBA candidates have to be strong for synchronizing all types of employee behaviours to achieve the organizational goal.
Navigating and correcting ethical questionable business practices MBA candidate should have capability to motivate all coworkers and achieve loyalty of the employees.
Setting up balance between work, life and family MBA candidate should be capable for predicting any business market situation and respond to necessary actions.
When inflation hits the entire market then organizational strategies have mass changes as per the market situation. Any business organization’s development phases rarely go smoothly as per the market situation. Competition is there in the market among the struggling leaders of business organizations. So, MBA candidates should have responsibility to run the business for fulfilling the organizational profit margin. Motivation creates loyal employees for the company. MBA candidates should have capability to develop better loyal employees who will achieve profit margin for the company. Always current market situation and customer buying behaviour should be analysed before implementing any marketing strategy.
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