1.
CASE STUDY A9
Presented by :- Sec A Group 9
Ashima Srivastava 2100110700051
Ashish Mishra 2100110700052
Ashraaf Ahmad 2100110700053
Ashutosh Mishra 2100110700054
Ashwind singh 2100110700055
Astha Verma 2100110700056

2.
Summary
■ A pan masala company recently made an advertisement. In the advertisement it was shown
that an employer was giving promotion and special favours to an employee just because he
was eating that pan masala.
■ The advertisement was not liked by people and the company had to think of a new strategy.
■ The company wanted to have a way where it could influence the potential customers in the
best manner without wastage of efforts simultaneously ensure repeat purchase due to
development of relationship between them and the company.
■ One of the competitors of the company is also making a lot of revenue by selling pan
masala. This company always launches new products under the brand name of the parent
company. The packaging of their pan masala is good.
■ Whenever the customers use it they throw the packet of pan masala after eating it. In order
to save itself from the competitors the company has taken a step recently. It has got one of
its flavours patented.

3.
Question
■ Which objection to advertising has been highlighted in the above
case? Which component of promotion mix do you think company
is thinking of adopting?

4.
Objections highlighted
■ The advertisement is ethically incorrect.
■ Employer was giving special favours and promotion to an
employee just because he was eating that pan masala.

5.
Analysis
■ The company wanted to have a way where it could influence the
potential customers in the best manner without wastage of
efforts
■ Ensure repeat purchase due to development of relationship
between them and the company.
■ Advantage of branding highlighted in the case Is ease of
launching new products under the name of parent company.
■ The packaging which have been highlighted is primary
packaging.

6.
Cont.
■ Competitors the company has taken a step recently. It has got
one of its flavours patented.

7.
Promotion mix
The Component of promotion mix that company is Thinking of
adapting is “Experiential marketing”.
Meaning of Experiential Marketing
Experiential marketing is a marketing strategy that engages the
consumer and creates real-life experience that will be
remembered. This type of marketing focuses on getting the
consumer to experience the brand

8.
Why Experiential marketing?
■ This Marketing strategy is a tactic of encouraging consumers to
experience or interact with a brand at recreational venues and
events.
■ As the advertisement shows there product can “enhance the
quality of life”
■ Experiential marketing had long been a tobacco industry
strategy.
■ This strategy encourages young adults to experiment with
tobacco and increase consumption by infiltrating their social
activities

9.
How Experiential Marketing can
effect the sales of company.
■ Through this marketing strategy potential consumer will consume
the product and develop their own taste and perspective about
the product.
■ The Company will be able to build relationship with consumer
which can help them To ensure repeat purchase.
■ Less efforts more sales since the company will not do personal
selling instead Creates real-life experience which will be
remembered.

10.
Thankyou