ABSTRACT
A Study on the Effectiveness of Experiential
Marketing
- Focusing on customer analysis of Starbucks
Coffee -
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Kwon, Hyunsoo |
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Advertising & Public Relations |
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The Graduate School of Journalism |
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and Mass Communication |
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Yonsei University |
With the rapid development of information technology, a new paradigm
is taking a place in the field of marketing. Due to the omnipresence
of information technology, supremacy of brand, and ubiquity of communications
and entertainment, the traditional marketing which focuses on features
and benefits is losing its ground to new marketing techniques. Of
these new techniques, the ‘experiential marketing’, which induce
customers to purchase products by creating various experiences for
customers, is being tried out at various industries and has proven
its effectiveness.
The goal of this study is to examine how the experiential marketing
is being used in the field and to verify its effectiveness. The
study has been conducted with its focus on Starbucks Coffee Korea
using customer surveys and other related publications.
The key subjects of this study are as follows:
\[Subject 1\] What are the major strategies and methods being used
in experiential marketing?
\[Subject 2\] Is experiential marketing effective in the real fields?
\[Subject 2 - 1\] Is experiential marketing more effective compared
to traditional marketing?
\[Subject 3\] Among various elements of experiential marketing, which
element is relatively more influential on customers?
\[Subject 4\] How do the reactions of customers on different elements
of experiential marketing vary according to the customers' demographical
characteristics?
In order to solve \[Subject 1\], the experiential marketing strategies
and its methods, especially of Starbucks Coffee Korea, have been
analyzed through the study of literature, research data and publications.
Also, \[Subject 2\], \[Subject 2 -1\], \[Subject 3\] and \[Subject 4\] have
been examined through regression analysis based on the result from
customer surveys.
As a result, the influence of experiential marketing toward developing
customer's loyalty was very strong. And compared to the existing
traditional marketing, it was proven to be more effective. It was
also found that the certain elements of experiential marketing,
such as 'feel marketing' and 'act marketing', have bigger effects
on the formation of customer's loyalty than other elements of experiential
marketing. Finally, it was proven that the effect of each elements
in experiential marketing varied according to demographical characteristics,
and the distinctions were outstanding especially in the categories
of gender, income level, and occupation.
In conclusion, Starbucks Coffee Korea needs to consolidate its
experiential marketing. Also it should focus on ‘feel marketing’
and ‘act marketing', which can influence the formation of customer's
loyalty, and develop various experience providers. The effective
application of the experiential marketing is not limited to the
favorite food industry such as coffee and it can be actively adopted
by various industries.
In addition, more focused in-depth studies on the experiential
marketing should be expected such as pricing of experiential elements
and customer segmentation according to experiential elements, as
well as the effective mix between traditional marketing and experiential
marketing also needs to be considered.
Key words : traditional marketing, experiential marketing, sense
marketing, feel marketing, think marketing, act marketing, relate
marketing, customer's loyalty
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