Integration of the Various Channels Of Experiential Marketing

Authors:

Harsh Parekh

Vaibhav Parekh

Jigar Parekh

Tejasvi Bongirwar

This is to certify that this paper is being considered for the presentation at “Ricerca
2010”- The Marketing Conference of SCMHRD, Pune and for publishing in the
Marketing Journal of SCMHRD - PRIMA - Practices & Research in Marketing
Applications".
 Abstract
The paper looks at mainly two new channels which include the hang out places and
the online medium. Primary research of consumer’s response and in depth
interviews with beverage companies shows the importance of horeca channel. The
paper looks at the factors that must be considered for choosing the locations, the
activities that must happen at each of these outlets and the sectors which must be
assigned to the places. This is done through MDS analysis and using conjoint
analysis over the consumer behaviour response. The paper also discusses a model
for choosing the place and the activities. It looks at internet as the other medium. It
discusses the factors required for successful implementation through various
examples. The paper recommends the proper integration of both channels for an
effective campaign and proposes a model consisting of the resources, activities and
methods of measurement. Thus , the findings act as a perfect tool for a manager
looking at implementing strategies , both on ground and online platforms.