Experiential marketing: How FMCG companies can explore experiential marketing for new/established brand?

Abstract

Objective of the study: How FMCG companies can use EXPERIENTIAL MARKETING concept to enhance the sales through the study the experiential marketing framework and its benefits when compared to other existing marketing concepts. Scope: 1) How experiential marketing can build brand loyalty & customer satisfaction. 2) Relevance of Experiential Marketing in FMCG category. 3) Deriving Experience Providers(ExPros) of Experiential Marketing for FMCG category. 4) Orientation of existing consumers towards experiential marketing. 5) It aims to find out effective measures and strategies for implementing Experiential Marketing techniques in FMCG domain. Limitations: The following are the limitations that we will face during our study: 1) Fewer geographical areas would be covered in consumers study and thus wider perspective might not be obtained. 2) Biases in the primary research are possible because of which conclusive evidence might not be truly representative of actual scenarios