Proceedings of The 4th International Conference on Business, Management and Economics
Marketing as an Experience Design: Experiential Marketing in The Context Of Luxury Brands
Repriya Podder, Suchandra Paul
This paper is concerned with the importance of Experiential Marketing and how it is utilized by luxury brands, also how this has aided them in achieving the fame they have acquired throughout the years. The discussions defined here within centre around the combination of globalization’s rapid growth, mass production’s reduction effect to prices for products and Communications enablement of consumers gaining access to global luxuries; the discussions further develop into how this led to the necessity for Experiential Marketing. This paper not only focuses on how marketing has transformed within contemporary times due to the influences of the 20th century changes to lifestyle but also how Experiential Marketing has played a hand in this. The various benefits to companies and businesses that incorporate this technique into their marketing mix are highlighted in this paper but also it investigates the necessity of it. This study conveys qualitative research undertaken into the practices of companies such as Hermès, Apple, Moët & Chandon and Disney and their success stories. With the aid of case studies additional in-depth data has been integrated into the research with information supporting how experiential events have aided with increasing brand awareness, sales figures and interest percentages.
Keywords: Experimental Marketing, Marketing, Luxury Brands, Luxury Customers.