One of the main trends of the experience economy is sensorial marketing, which offers helpful directions both for companies that work in the food sector and for those that are not involved in a “senses-related” industry. This article first deals with the three general levels of action of sensorial marketing: communication, product and point of sale. Then, through the analysis of an important case-history – Perugina – it aims to show how a sensorial marketing strategy can be practically implemented by a company whose products can potentially provide a complete sense experience to their consumers. The article ends with some managerial considerations about why the sensorial approach could be so relevant to value creation and to reach a long-term competitive advantage for Perugina company. It also gives some important hints for other firms who seek to follow a similar strategic path.
Le dimensioni esperienziali del valore. Il marketing sensoriale in Perugina
SAVELLI, ELISABETTA;
2010
Abstract
One of the main trends of the experience economy is sensorial marketing, which offers helpful directions both for companies that work in the food sector and for those that are not involved in a “senses-related” industry. This article first deals with the three general levels of action of sensorial marketing: communication, product and point of sale. Then, through the analysis of an important case-history – Perugina – it aims to show how a sensorial marketing strategy can be practically implemented by a company whose products can potentially provide a complete sense experience to their consumers. The article ends with some managerial considerations about why the sensorial approach could be so relevant to value creation and to reach a long-term competitive advantage for Perugina company. It also gives some important hints for other firms who seek to follow a similar strategic path.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
