Recently a leading jam and ketchup brand advertised on the front page of one English daily by attaching a sachet of tomato seeds. It talked about the quality of tomatoes they use and provided an opportunity to households to grow the high quality tomatoes at home.
How would we view this concept???? Definitely it is bringing the value added product (sauce) closer home by way of providing the raw material (seeds) and not the actual product. Is the co talking about value enhancement and asking buyers to buy their finished product, is it a selling concept (as in brainstorming on what marketing is wherein this company sells idea of freshness and its quality product ) or viewed in the core concept of marketing, would this ad relate to a marketing concept?
What is it?
bye and regds
sanban
How would we view this concept???? Definitely it is bringing the value added product (sauce) closer home by way of providing the raw material (seeds) and not the actual product. Is the co talking about value enhancement and asking buyers to buy their finished product, is it a selling concept (as in brainstorming on what marketing is wherein this company sells idea of freshness and its quality product ) or viewed in the core concept of marketing, would this ad relate to a marketing concept?
What is it?
bye and regds
sanban
I beleive this concept is known as sensory branding. Traditional marketing involvers targeting only the visual and hearing senses. Sensory branding involves engaging all the five senses, the most important been smell, taste and touch.
ReplyDeleteHello,
ReplyDeleteWho & where will you plant the seeds, balcony,roadside & wait until it grows to taste? Not really!!!!
Jam & Ketchup are more for urban consumers than rural. However seeds to them is to build / reinforce the trust in the product & brand. The consumer is now more health conscious & worried due to adulteration & highly toxic processes in food industry, this type of move helps to endorse the real value & make it appear to be natural. Packaged juice talks about "contains 100% natural juice" & we still believe it?
Thanks ...Sadashiv
Hello,
DeleteI agree with Sadashiv. If the company would have attached a sample pack of the jam or ketchup it could have been sensory branding , since it enables the customer to get to understand the quality of the product in terms of taste etc.
As Sadashiv mentioned packaged juice . I remember an example:- Lime Juice sold by a beverage company just contains lime flavor and not actual lime juice and the soap or liquid used for cleaning utensils have actual lime juice in it. How contrary are these....
Hi, As mentioned by Sanjay about the seed for a sauce Ad. Same was not the case though seed Sachet was given to all the Reader but it was meant to Grow the Plant and send Photograph to the Company with a Grown up Plant. I understand that these Marketing is meant for exculsive urban Population. We have earlier seen these kind of ads. like Shampoo, Conditioners, Hair oil Sachet are been send directly to readers thru Newspaper. These are a part of direct Marketing Campaign to the Target Customer. We will find it difficult to see these kinds of Ads for the Rural Market. If we remember one VW adv. with Speaker was attached with Newspaper mentioning about new Car Launch by VM might be Polo. To summerize I would like to emphasize these Campaigns are Part of Direct Marketing and as Shine wrote it correctly Sensory Branding
ReplyDeleteRegards,
Shambhu