School of Management, GD Goenka University conducted an FDP on 4th April 2016. The resource person was Ms. Raunica Ahluwalia, Assistant Professor -School of Management.
The topic for the FDP was “Sensory Marketing” The Brands appealing to all five senses.
For two decades marketers in a variety of industries have been building expertise in reaching consumers through the five senses learning to deploy cues, such as the sting from a swig of mouthwash and the scritch-scratch sound of a Sharpie pen, that can intensify perceptions of brands. Keeping in view the above trend, Ms. Raunica initiated her topic by an activity on sensitivity. In this, she asked the faculty members to pick a pinch of the product offered, rub it on the hand and associate it with whatever comes to their mind without telling the ultimate brand of the product. Different people had different opinion. With this she tried to emphasize the different senses. Further, she continued with a presentation on sensory marketing targeting the 5 senses i.e. sight, sound, touch, smell and taste with the examples of relative advertisements. The whole session was a mix and match of text, images and videos.
The participating faculty members correlated and analyzed the same with respect to advertisements and the five senses. It was more of an entertaining and knowledgeable session.