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MARKETING 1
4th CLASS
03rd October 2014

Super Bock celebrates the OktoberFest with a new product: Seleco 1927
By Filipe Gil, Distribuio Hoje Magazin
24th September, 2014
Unicer is going to put in the market, this week, the Super Bock Seleco 1927
OktoberFest-, the new craft beer inspired in the higher beer party in the world; it
will be the beer for the right entertainment moments at the table. Na edition
limited to 10.000 bottles will be available in preselected gourmet stores, hipers
and supermarkets

This product will also be present in the Beer Experience, at Ribeiras market, in
order to promote the best gastronomic experience.
Beatriz Carvalho, one of the product managers, suggests that this beer should be
apreciated with pork or chicken grilled meat, spicy, Parmesan or Cheddar cheese,
almond candy or nuts. With 6% of alcohol, must be served between the 7 and 10
C.
The 1927 Seleccion Colection has a serious of craft beers, introduced in the market
in limited editions and inspired in different countries, since 2013.

MARKETING MANAGEMENT PHILOSOPHIES NEW

PRACTICES
1- What will You do in order to create a strong visual impact on streets and,
consequently, to catch the consumers and other clients attention. Give me an
imagined scenario

Ex.: To Create a big bottle and, inside, have some promoters offering
the product to taste inside the bottle a screen will be passing images of the
product, the production process and some consumers enjoying it
2 Now, please consider the way You put this product in stores: imagine a
creative exposition for this product, in order to catch the clients attention.

Ex.:

LETS GO BACK TO THE SENSORIAL MARKETING

5 SENSES

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5 SENSES

VISION

HEARING

TOUCHING

TASTING

SMELLING

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5 SENSES
93% OF THE TIME THEY ARE THE RESPONSIBLE FOR
OUR DECISIONS

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5 SENSES
VISION

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This sense allow us to pay attention to colors, size and shape imediatly
influencing our emotions.

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5 SENSES
VISION

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5 SENSES
HEARING/
LISTENING

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Sounds are part of our daily life and they might influence positively
or negatively our thoughts and behavior.

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Nowadays, sounds are used by brands as a strategy to increase brand recognition

and create stronger brands:

Jingles;
Certain Voices associated to the brands products or services;
Music
They contribute /may contribute to Differentiate the brand and have an impact
In the consumers sate of mind and their buying behavior

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SOME EXAMPLES PORTUGUESE BRANDS USING MUSIC TOO WELL:

https://www.youtube.com/watch?v=gDM
C4ce8Vow
https://www.youtube.com/watch?v=ZkBs
bg332AU
https://www.youtube.com/watch?v=63lfaf
Oyq1E

http://www.youtube.com/watch?v=t9cmo
T_wb0A#t=16

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SOME EXAMPLES PORTUGUESE BRANDS USING MUSIC TOO WELL:

https://www.youtube.com/watch?v=gDM
C4ce8Vow
https://www.youtube.com/watch?v=ZkBs
bg332AU

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People, in fact, are active listeners and they also express them selves
using different sounds (ex.: voice) in such a way that they reinforce
their faces 'expressions.

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A lot of research has been developed by brands and academics and they
show that music influences the store atmosphere and also the clients
buying behavior, because it evokes memories and allows associations
positive associations.
Nice music on stores

Makes the client feel better, wanting to stay around and more
prone to buy;
Makes clients buy more;
Leads clients to recommend the store

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In restaurants, if you put a music with a quick rhythm

people will get away very soon if the music is a quite
melody, they will stay longer. It all depends in your own
business
A secret? You may also create na illusion on consumers
minds with music; if it is a slow music, they will not pay so
many attention to the times it takes for them to be served.
The contrary happens if you have a fast music.

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IN ORDER TO CREATE A POSITIVE HEARING EXPERIENCE, BRANDS

MUST USE SOUND IN A CONSISTENT AND CONTINUOUS WAY, HAVING
THIS STRATEGY WELL DESCRIBED ON THEIR MARKETING PLANS.

Ex.: The unique sound of the iPhone;

The particular sound of aN Harley Davidson;
Nokias sound

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5 SENSES
TOUCHING

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To make a buying decision touching may help but is not necessary

it all depends, however, on your economic activity

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5 SENSES
TOUCHING

But since we were born we are

mooved by touch.

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5 SENSES
TOUCHING

In some business areas the touch

is fundamental as a selling strategy!

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Examples
The touch of a cloth;
The touch to open a car door;

The touch of opening a certain Package;

The touch of a shower gel
THIS STIMULATES OUR BODYS AND THE OXYTOCIN HORMONE
IS SEGREGATED giving us a sense of pleasure.

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Products that incorporate non attractive materials usually create

negative Perceptions:

Natural materials like leather, wood are associated to Warm and

Smoothness.
Non natural materials like glass and metals are perceived as Cold and
Hard and they must be used by brands when they want to create a sense
of order and symmetry.

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APPLE IS AN EXAMPLE OF A BRAND THAT PAYED A PARTICULAR ATTENTION

TO TOUCH TRYING TO INCREASE THE CLIENTSEMOTIONAL EXPERIENCE.

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Notice
In certain product categories heavy materials are perceived as high
quality, while light materials - like plastic are considered bad quality
& cheaper products.

When we touch something our reaction is not only Physical but also
Psychological and Brands must be total aware of this in order to built
Positive perceptions towards them.

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Digital technology, interactive and multi-touch;

Enhanced reality
Are two options to explore.

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5 SENSES
TASTING

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5 SENSES
TASTING

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To work with Taste it demands knowing cultural/local habits.

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To allow to taste a product is a very good selling strategy

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5 SENSES
SMELLING

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PRACTICAL EXERCISE:
THINK ABOUT NESPRESSO BOUTIQUES/STORES.

1. Show me the use of all the senses talked in class, including the
one we havent talked about: Smelling.
2. Please explain the importance of Smell and how brands may use
it to promote positive experiences and perceptions.
THANK YOU VER MUCH.