One of the integral
parts of the marketing process is the product launch event. These events are
designed and executed with an aim to create memorable experiences among the
attending participants with an aim to create a relationship between them and
the brand. Given that such events focus on creating a relationship between the
target customers and the brand, branding becomes an integral part of the
product launch events. It is therefore expected to play a role in the design
and choice of decoration in the product launch events. This paper aims to
establish how important branding is in ensuring the effectiveness of the
product launch events by having an influence on the product launch event design
and the choice of decorations in such events. The study then provides an
in-depth analysis of the importance of branding and the likely influence it has
on product launch events. It further provides an insight on product launch
events, the importance of selecting the right event design and the importance
of using decorations that create a lasting impact. The research combine primary
and secondary research where primary research involves the use of
questionnaires which have been administered on players in the product launch
events industry as well as the persons who have attended such events. The
findings of the research indicate that branding does contribute to the
effectiveness of product launch events. This is especially so where branding is
accurately matched to the event designs with decorations emphasising on a theme
that channels all the attention to the brand. The discussions of the research
and the findings thereof are as outlined in the subsequent sections of this
research.
Chapter One: Introduction
Chapter One: Introduction
Events that launch
products are a marketing strategy with many potential benefits. Companies today
are making use of choreographed product launches to build the reputation of the
base line of the company and the company itself. In order to have a successful
product launch care is given to the details of the development and planning
process. Allen et al., (2008) points out that the
main factor that is considered when launching a product is winning of the
audience’s attention. In order for this launch to be successful, marketer’s
advice that the use of effective marketing tools that provide a good strategy
in the design to be used.
According to Getz,
(2007), one of the modern-day challenges for product launch events is the
ability for a business to attract people to actually attend the events. The
increasingly busy population in most markets may not easily be convinced to
attend an event unless there is some big news or some sought of a draw from
which they hope to cash in on. This can also be done by offering event discounts
for the people who will attend the event. Discounts are known to motivate
attendance from persons who may wish to make certain savings depending on the
amount of discounts offered (Getz, 2007). The attendance may also be boosted by
inviting key personalities in the society to give speeches during such events.
Research to determine
the kind of persons adored by the target audience needs to be done with
accuracy in order to ensure that attendance is inspired as intended. The
product launch event also needs to be well advertised with the promise to
create a memorable experience for the persons that attend it (Klein, 2000). As
opposed to merely offering information about the product, the launch event
should necessitate the actual use of the product where their benefits can be
demonstrated and experienced by those attending the event. This is as opposed
to advertisement where information on the qualities and functionality of the
products is merely provided. As a general rule, the market views advertisements
as statement that often contain certain exaggerations and would only trust
their own experiences in relation to the benefits associated with the products
(Kotler, 2003).
Product events only
last for a short time- in most cases, for just a day. However, the need for
building the sales momentum does not last for a similarly short time.Organisations must of
necessity come up with adequate follow up strategies in order to realise the
maximum benefits realisable from a launch event. The launch event must be accompanied by
prolonged marketing campaigns in order to generate the desired results from a
launch event (Kotler, 2003). The traditional definition of a product launch
event is the holding of ceremonies accompanied by press conferences that
basically formalise the event. However, this definition is being challenged by
innovating ideas in the market where the definition of a product launch event
can be extended to apply to flash mobs, cyber events, street teams and so on
(Jacobson, 2006).
Some of the most effective
strategies in marketing that can give product launch success are the
identification of the four Ps in marketing (Kotler, 2003). These are product,
pricing, place and promotion. Selling the product entails having a good
description of the product being launched, for this reason; the marketer of the
event must have details of the product. This means the usefulness, colour, and
any fact about the product. Pricing must also be considered; this is because
prices of products often give competition to other similar products in the
market. When launching the product, the price must attract customers and
therefore give the product a competitive advantage.
Place refers to the
location where to best market and sell the product and therefore reach a
majority of the customers (Kotler, 2003). Location will determine the best
place to launch a product in order to gain most of the clients. Promotion is
the marketing style that will be used in order to attract many clients and for
that reason a successful launch. Therefore in order for the product launch
event to be successful, these four factors must be taken into consideration.Fundamentally, in order
to have a good product launch, the event marketer must take into consideration
the best design for the event. Berridge (2007) defined event design as the set
of fields used for problem solving which use the user-centric properties to
understand the needs of users. This is done to provide the user with solutions
that will solve their problems. Design is used as a means to provide the users
with change in the system or market. For this reason, design of events is the
provision of solutions that clients can use to solve problems. From that view,
this study draws the conclusion that when design is used in events, it is meant
to give the solution to problems that are being solved by the event.
In the process of
trying to solve problems, the event designer is trying to create the desired
perception, behaviour and cognitive responses in the consumer (Bowdin et al., 2006). The reason being when it
comes to event marketing, the designer realizes that it is important that the
event creates a feeling of satisfaction in the clients. In the process, they
apply perception psychological approaches to attract the clients (Getz, 2007).
This is done by giving events an aesthetic value, where the eyes play the
central role in marketing the products and services. For this reason product
launch events must have an aesthetic value to the client.
According to Berridge
(2007), the event design to be arrived at in a product launch event is supposed
to be a reflection of research conducted on the target audience to determine
which kind of events would satisfy them the most. This is due to the fact that
events are expected to produce valuable and memorable experiences among the
persons attending any events. This event design refers to the nature of
activities to be undertaken during the events as well as the duration of such
activities. For instance, Zeo, which had invented a sleep monitoring machine
that would gather data from brain waves of people while they slept, opted to
have a launch event that required the attendees to spend the night at the
product launch event where the functionality and benefits of the machine could
be explicitly demonstrated (Ramsborg, et
al, 2008). Similarly, launch events for beauty products often include
experiential sessions where those in the audience that may wish to have a first
hand experience of the product are given the opportunity where they are exposed
to sophisticated treatment by the company’s employees (Ramsborg, et al, 2008).
The determination of
the nature of presentation and the choice of who to make the presentation is
equally crucial to determine the extent to which the audience believes the
information offered (Ramsborg, et al, 2008).
One of the most effective approaches taken by organisations involves the use of
customers who have already tested the product and have been satisfied by it.
They are allowed an opportunity to recount their experiences while the company
employees involved demonstrate on the functionality of such products. This
enhances the effectiveness of the product launch events. The presentation
styles also need to reflect on both the product and the level of understanding
of the audience in question (Ramsborg, et
al, 2008). The presenters need to have a thorough knowledge of the
communication styles that are most effective in relaying meaning to the target
audience. Where the wrong choice of communication is adopted, the product
launch event is as good as failed. Moreover, the nature of the product must
also be considered in designing the communication styles to be adopted. For
instance, the communication adopted for launching a face cream would be
definitely different from that used for launching computer software.
Similarly, event design
refers to the choice of venue and sequence of events during the launch
including the choice of whether or not to provide food and refreshments
(Goldblatt, 2002). Given that the launch event is aimed at creating valuable
and memorable experiences on the target customers, the aspects of human comfort
that may not necessarily have anything to do with the product must also be
considered. As Jacobson (2006) observes, trivial details such as the provision
of enough sitting space could potentially lead to the failure of a well
designed event. The audience that attend such an event and are forced to be on
their feet till they are exhausted may not be able to fully appreciate the
information being presented. The event should also be accompanied by the
provision of reference materials detailing the functionality of the products
that the audience can later refer to at their own convenience (Bowdin et al, 2006). This should be provided
together with the contact information that the target customers would need
whenever they need to any clarifications.
The elements of event
design that include the choice of decoration are as outlined in the section
below.
When it comes to event
creation, the designer is aware that there must be creativity in the design of
the event. This means that for events to be successful the designer must come
up with new ideas and concepts
(Goldblatt, 2005). Such ideas and concepts are reflected
in the theme of the event, look, design, decorations and the items at the
event. In the process the designer will end up with a generic design, where
location, site characteristics, social cultural aspects, amenities, programme,
services, security and control will attract the customer (Goldblatt, 2005).
Therefore when applied
to product launch, creativity of the products will translate to the initial
success of the product in the market. In order to create something that will
leave a lasting impression on the client, the product launch event must have an
eye catching occasion (Goliath,
2006).
In this, the event manager must make sure the overall process brings together
the various creative disciplines of decorations and design. They must
understand the experiences of design and decoration to the client, the
finishing touches must be good, creative techniques should be used (Malouf, 1999). The decorations must
take into consideration backdrops and props design, colours, lines, balance and
flow, the centre piece and focal points of interest and the general décor of
the event (Kaputa, 2008). All these aspects must be in sync for the event to
attract the customer’s attention.
Decorations can be
effectively used to create the emotional backing that the events need. Colours
have been acknowledged as effective instruments of mood creation and the event
designers must be alive to the need to ensure that the event must of necessity
be lively in order to engrave memorable experiences in the audience’s minds
(Sherman, 2011). The level of interest developed among the audience is often a
product of the creativity of the decorations used in the event. These
decorations need to present a level of uniqueness that can only be associated
with it and not a mere reflection of previous events that the audience may have
had the opportunity to attend (Sherman, 2011). This is where creativity plays a
role in ensuring that the products launch event remains memorable.
The decorations must
however not be haphazard: they must reflect on the theme of the event and the
products being launched. This focus on the theme and product must however be
creatively done to avoid creating a monotonous tone that may cause the audience
to get bored and therefore erode the gains made through effective designing of
the other elements of the launch event.
Branding is
increasingly being used for the creative design and decoration of the product
launch events (Kaputa, 2008). Event marketers have come to realize the
importance of branding events in order to make them creative, unique and
successful. It is seen as the means to which the product and the company are
recognized by the customer.
Marketers use branding
since it offers the markers that clients associate companies and what they
offer (Kolb, 2006). The realization is that brands give the customer a simple
choice, offer quality, develop trust and reduce risks. Brand marketing builds
on the company, product, use by customers and the marketing event. Therefore
branding reflects the whole marketing experience. Branding an event and product
entails the creation of a direction to which the activities and programs will
follow. In the process, the marketer creates a single theme for the event and
product that will be used to associate the product and company. According to Malouf, (1999) this central theme is
created with the help of color themes, shapes, slogans, taglines, logo,
trademark, exclusive element and celebrity touch. This is because everything in
the event has a meaning, therefore designs and decorations used end up with a
central theme.
In order to fully
understand the effects branding have on the design and decorations used in
product launching events, a research will be conducted. This is because this
paper realizes that branding is increasingly being used in product launches.
Since events main purpose is to capture the customers attention through the
creation of an aesthetic aspect, this research shall look at the effects
branding have on the aesthetic factor. Taking this into consideration, it has
been noted that aesthetic quality has been achieved over the years through
event design and decorations. Hence the effects of this branding on the product
launch event design and decorations will be the main concern of the paper.
There is a peculiar
relationship between branding and the effect of branding on product launch
events. There has been an overwhelming support for the use of branding in the
design and decoration of product launch events with most people holding the
view that the proper use of branding leads to the success of such events. This
research seeks to establish the reliability of this assertion by drawing from
the experiences of MAC Cosmetics where their approach to product launch events
as well as the use of branding has been considered. In explaining the effect of
branding on product launch events, the research also focuses on explaining the
concept of branding, the brand attributes and their ability to create special
relationships with clients. The concept of event management and the importance
of selecting an appropriate event design as well as the use of a consistent
theme in decoration have also been outlined. The experiences of MAC Cosmetics
are of special interest to this research with the focus mainly being on how
branding makes their product launch events more effective.
This research combines
primary and secondary research methods. The primary research was conducted
using interviews with participants being sought from players in the event
management industry as well as the employees of MAC Cosmetics usually involved
with the planning and implementation of such events. Data was collected from a
total of 150 interviewees. The analysis was done qualitatively with efforts
taken to ensure clarity and brevity in the presentation. Secondary research was
on the hand conducted to enrich the research by providing a firm theoretical
background. The secondary sources were sourced from academic journals, books
and other professional sources.
The main objective of
this research is the identification of the effects and influences branding has
on the decorations and design used in product launch events with a focus on
drawing insights from the experiences of MAC Cosmetics. The paper also creates
understanding of the concept of branding and tries to justify why branding may
be necessary in ensuring the effectiveness of product launch events. The paper
then explores the theories of event design and decorations in order to
establish to what extent branding can influence the choice of the same. The
specific objectives of this research are to analyze;
·
the importance of branding to product
launch events especially when it relates to beauty products,
·
what aspects of the brand (product
tangible and product intangible) are most useful to launch events of cosmetic
and beauty products
·
the effects branding has on the
decorations and design of product launch events as experienced at MAC Cosmetics
events,
·
the effects of the branded decorations
and design on the product launch events,
·
Effects of the branded product launch
events on the customers
·
The use of marketing theories, to
analyze the overall branding of product launches events.
This chapter highlights
the importance of product launch events as well as their significance as part
of the marketing process. It also explains the concept of branding and how
branding adds value to the launch events. This concludes by highlighting some
of the experiences of MAC cosmetics in the product launch events.
Product launch events
are an integral part of the marketing processes in the organisations. According
to Monroe and Kates (2005), product launch events provide organisations with a
unique opportunity to boost their brands and give their products a good start
in the markets. Properly planned and executed product launch events make an
accurate reflection of the brand image and contribute significantly towards
brand awareness among the target customers (Raj, Walters and Rashid, 2008). The
hype surrounding the events helps create memorable experiences that create a
greater impression in customers’ minds than any other marketing campaigns
(Shone and Parry, 2001). This is more evident where the events are designed in
a manner that maximises the exposure that the attendees have to the benefits
offered by the products. The promise of a successful launch event is therefore
worth the resources invested in them (Shone and Parry, 2001). However, the
events are equally risky. The campaigns surrounding such events draw attention
of the consumers to them, and this makes any mistakes significantly visible
(Raj, Walters and Rashid, 2008). Any miscalculation in terms of brand image
projection, or a reflection of a poorly organised event is likely to negatively
affect the organisations and their products over prolonged lengths of time and
it may therefore lead to poor product performance in the markets (Raj, Walters
and Rashid, 2008). The cost of erasing the negative perceptions from the target
customers may be enormous, and often beyond the capacity of most organisations
(Monroe and Kates, 2005). Product launch events must therefore be organised
with tact and precision in order to ensure their value is realised.
As Silvers (2003)
records, product launch events and branding are an integral part of the
marketing process. Marketing basically have to do with the process of getting
target consumers to demand for the products in question (Kotler, 2009).
Marketing can broadly defined as the process of determining which products can
be of interest to consumers and the strategy to use to not only generate demand
for the products, but also to ensure that such products can be accessed by the
target consumers with relative ease (Kotler, 2009). It therefore relates the
value building for both customers and the organizations. Some of the main
elements to be considered in the marketing process include product, place, promotion
and price (Stanton, 1981). The element of product refers to the tangible and
intangible goods that are to be offered to their customers. The products are
typically created in response to certain customer needs (Schmitt, 2003).
Mastery of the features of products on offer and the utility they are expected
to give to the target consumers is integral to the marketing process (Schmitt,
2003). Place refers to the physical location of the products and is often
synonymous with the distribution channels used by an organization. Pricing
outlines the pricing strategy embraced by organizations (Schmitt, 2003). An
organization may either choose to price their products higher in apparent
reference to the superior quality of their products; or they may choose to price
in the same range as their competitors (either slightly lower or at the same
price levels) (Pike, 2008). Promotion on the other hand refers to the
communications made to stimulate demand for the products. The promotion mix
involves personal selling, advertising, public relations, and sales promotions
(Pike, 2008).
Knowledge of the
various elements of the marketing mix is useful in shaping the design of
product launch events (Goldblatt, 2005). Strategic marketing theories demand
that the organisations take consideration of a number of factors. To start
with, the organisations must gather information in order to establish the
prevailing needs in the market (Kotler, 2003). This gathered information is
useful in ascertaining what marketing approaches would be most effective.
Secondly, consideration of the aim of the marketing exercise should be made
(Kotler, 2003). In the case of product launch events, the objective of the
marketing exercise would be to ensure good attendance of the event especially
by the target customers (Goldblatt, 2005). The targeting of customers must be
strategic and different approaches taken to reach out to them. The same applies
to the choice of marketing media used to publicise the events. These must take
into consideration their level of effectiveness among the target customers. For
instance, some of the MAC cosmetics events that targeted the young consumers
made use of the social media and was largely successful (Jaykwaywes, 2011). The
choice of message when promoting the events must also be strategic and able to
inspire those encountering the message to attend the events. It must make a
promise that is strong enough to create some level of curiosity. The events
must however be designed to meet the created levels of expectations to avoid
turning them into items of negative publicity for the organisations (Goldblatt,
2005). Focus on the customers as well as the brand image to be projected is
crucial for the success of such events.
Considerations of
‘place’ allows event organizers to take due consideration to the ability of the
target customers to access the launch venue with relative ease (Tum, Norton and
Nevan Wright, 2005). The choice of venue should also widely reflect on the
preferences of the target customers and this necessitates the conduct of an
intensive marketing research. Pricing is often used to attract customers to
product launch events (Goldblatt, 2002). The prices in such events may be
priced lower in order to provide the motivation for customers to attend such
events. As Berridge (2007) observes, consideration of the promotion mix gives
product launch event organizers the opportunity to consider the promotion tools
that would best suit the event. The use of advertising can be done to promote
awareness of the launch events in order to get customers to meet the event
(Berridge, 2007). The event organizers could then make provisions for personal
selling in order to get the attendees to purchase the products while
demonstrating the product use and their benefits (Van der Wagen, 2006). Product
refers to the tangible and intangible goods on offer. The features of the
products and the benefits expected to be passed on to customers must be
highlighted to prompt customers to use them ((Pike, 2008)). Knowledge of the
product life cycle is also crucial in designing such events. As Allen (2010)
observes, most product launch events are conducted at the market introduction
stage of the product life cycle. At this stage, consumers have to be prompted
to consume the products. The launch events should therefore be designed in a
manner that emphasizes the functionality of the products (Monroe and Kates,
2005). According to Yeoman, et al(2003) these events may also be conducted
after the introduction of the products where products may be launched after
undergoing a re-designing process where the new features should be highlighted
effectively in order to get customers to consume the products.
Branding has variously
been described in by many scholars as the identity of a given organisation or a
product (Gregory, 2003). It’s the medium through which a product or an
organisation can be identified. It could take the form of symbol, sign, name,
or slogan and describes how the product or organisation in question relates to
its target customers (Gregory, 2003). The brand experience may therefore be
described as the experiential function resulting from all points of contact
with the brand in question (Gregory, 2003). This brand experience leads to the
generation of the brand image which is psychological and includes the mental
constructions of the brand based on the information gathered about the brand
and the expectations that the market has on it. According to Kotler (2006), organisations
therefore strive to align the market’s expectations with the brand experience
in order to highlight the unique qualities of its products and therefore build
the desired brand image. A brand is therefore the most central part of any
marketing event including product launch events.
A brand image differs from the brand identity
in the sense that whereas the image refers to the perception of the consumers
towards the brand, the brand identity refers to the producers perception of the
benefits, qualities and values that they wish to portray while marketing their products
(Olins, 2004). It refers to how a producer would wish their goods to be
perceived and therefore influences the choice of brand names and symbols as
well as the communication styles to be adopted while marketing the brand (Fan,
2002). This is of high relevance when it comes to marketing events such as new
product launch events that organisations undertake from time to time.
A successful brand
management process often results in the alignment of the brand image and the
brand identity (Schmidt and Ludlow, 2002). Organisations need to conduct
constant enquiries in the market to ascertain the success of their brand
management exercise with a view to making requisite corrective measures
whenever need arises. Before a brand can be well established in any organisation,
the internal processes and the human resources need to be aligned to it in a
process known as brand orientation (Fan, 2002). This process is part of the
brand management process which refers to the process of creating and
maintaining a brand.
The brand management
process should always result in the offering of products and services that are
relevant to the target market. As Holt (2004) observes, the brand management
process is always aimed at pushing the brand to a point of brand recognition.
This is the point at which the brand becomes widely known in the market.
However, marketers rarely stop at the brand recognition point and continue
their campaign to the point at which the brand enjoys overwhelming positive
sentiments in a given market (Klein, 2000). This is the point at which the
brand achieves brand franchise. According to recent research, brand owners
strive at creating a positive brand image due to the fact that consumers tend
to prefer purchasing products whose prices have been adjusted to accommodate a
brand premium (Birkin, 1994). This means that where similar products are priced
slightly differently with the branded ones being a little more expensive, an
average consumer would purchase the branded one despite the price differentials.
A brand should be
memorable and consumers should be able to recognise it at any point and in
different situations. This is called brand awareness. Where brand awareness
exists, customers are able to associate brands with the products that the brand
is related to and the recognition of their needs that are supposed to be
satisfied through the brand in question (Neumeier, 2004). Studies indicate that
over 95% of the purchases made are done on the basis of brand awareness
(Miller, 2004). This implies that consumers only consider products whose brands
they are aware of. A brand must also be clear on what it stands for in relation
to the characteristics and value it wishes to offer to its customers: it should
have a clear brand promise. For instance, a brand could stand for quality,
trust, performance, or even unreliability. It is also possible for individual
products under a larger parent brand to offer distinct brand promises. For
instance, a cosmetic organisation that mainly stands for quality could have a product
under it whose brand promise is a smoother skin or strong smooth hair (Van der
Wagen, 2002).
Organisations that
operate on a global scale also have the option of creating global brands which
reflect the same values and qualities across national and regional boundaries
(Fan, 2002). Brands such as MAC Cosmetics, Coca Cola, Nike, Face-book, Apple
and Toyota are good examples of this. This enables such brands to gain
worldwide recognition with relative ease and in a manner that allows them the
economies of scale as far as brand management is concerned. It also enables
organisations to tap into the increasing growth of globalisation on an
international scale where expansion is easier for organisations that have
already created a global brand (Dowling, 1994; Barich and Kotler, 1991).
However, caution must be taken to ensure that the global brands factor in
cultural differences in modifying their brands to suit the cultural contexts of
the different countries. Aspects such as the language of use, style of communication
and statutory requirements must be looked into if a global brand is to remain
successful on a global scale (Fan, 2002). Brands can also be local where the
products are mainly distributed on a relatively small and restricted
geographical area.
Ambient brands on the
other hand take advantage of social needs and values to promote the sale of its
products (Fan, 2002). This may be through participation in social events and
social movements whose slogans are then adopted to be representative of the products
in question. These brands more often than not originate from the consumers who,
in recognition of the alignment of the corporations to their needs, brand their
products as such and opt to prioritise them over other products when making
purchase decisions (Goliath, 2006). Brand names come in different styles as
outlined below: they can either be acronyms such as IBM; descriptive where the
names describe the benefit of the products such as Airbus; Alliteration and
rhymes where words that easily stick in people’s minds due to the fun in
mentioning them such as Dunkin’s Donuts; Geographical brand names;
personification brand names which are coined from mythical characters such as
Nike; Use of the founder’s names as is the case with Disney; use of foreign
words; evocative names that create clear relevant images such as Amazon; and
Neologisms which are brand names that are creatively coined from nothing such
as Kodak (Aggrawal, 1996).
The use of multi-brands
is also quite effective when used creatively in a market. This entails the
running of several brands that have deliberately been set up to compete against
each other in the market. The end result is that each of the competing brands
gains on its own market share and therefore pre-empts the risk of entry by
other organisations hence stabilising the parent company’s hold of the market
(Aggrawal, 1996). In the US, Proctor & Gamble run at least 10 detergent
brands. Similar approach is taken by the giant soft drink company, Coca Cola
which runs various competing soft drink brands that effectively compete against
each other to guarantee Coca Cola the largest market share globally (Aggrawal,
1996). MAC Cosmetics also offers several brands of beauty products across more
than 10 countries where some of the brands are seen as competing with each
other to grow the overall market share of the corporation (MAC Cosmetics, 2010).
The importance of
branding to businesses is beyond question as per the view of most business
researchers. This is due to the direct relationship between branding and the
customer experience. According to Goliath (2006), branding does affect the
experiences of the customer with the product and the company. He asserts that
these experiences occur in five different types. The first experience the customer
will have is the sense experience, where brand affects their sensory
perception. This is followed by the experience associated with affect and
emotions, creative and cognition, behavior and lifestyles and the last relate
to experiences (Goliath, 2006;
Berridge, 2007). Therefore branding has an overall
effect on the customer’s senses, emotions, cognition, behavior and relations.
It is for these reasons that marketers use branding to manipulate the
perception of the customer of the product.
Branding is also used
to build the corporate image, reputation and products. This has been studied
intensively by (Dowling, 1994; Barich & Kotler, 1991). In these reviews branding has
been seen to evoke associations of products and their attributes by the
customer. The customer will always associate the branded product with benefits,
companies, people, values and programmes. Other studies by Keller and Aaker,
(1998) in have
shown that when branding is used, the product is associated with a willing,
able and reliable company. Through this MAC cosmetics has been able to
establish itself as a leader in the beauty market, building an empire that runs
into millions (MAC cosmetics, 2010). Therefore branding of products is simply
the creation of a perception in the customer that will lead them to always
associate certain values, attributes, themes, relationships and benefits with
the products. For this reason any type of product branding aims at the creation
of perceptions, experiences and associative behaviours in customers. If these
characteristics are not realized then the branding was not successful. According
to Jarujet, et al (2009), the brand
identity that MAC Cosmetics intend to create is based on their organisation’s
objectives which are two fold: it intends to remain the deliverer of trusted
creativity in the long run while staying ahead of fashion and trends in the
short run.
The branding of events
is a common practice in event development within the advertisement and
marketing community. According to Allen et
al (2008), branding provides the basis on which every activity in the event
is to be tailored on. This is due to the fact that branding is used to direct
the emotions created during the events towards the desired goal- that of
generating revenue through the sale of the products being launched and
subsequent customer loyalty that would lead to enhanced market share (Wernick,
1991). Product launch events, like most corporate events provide a mild
semblance of a ceremony where the attendants of such events are treated to a
series of gratifying entertainment and presentations that are aimed at
sustaining their attention and interest in the events going on (Water4fish,
2011). This attention is further enhanced by the presence of decoration which
not only comprise of the decorations on the walls through banners and
paintings, but also those on the furniture and the floor. As Baines and Gaynor
(2006) observe, the decorations and the design of the event need to be
consistent with the branding of the organisation or product in order to draw
lasting impression on the target audience.
There are many leading
event planners and companies who use branding in the corporate events. These
organisations include the following: Brand events UK, coca cola, Kodak, beauty
industry like MAC cosmetics and Edinburgh international festival Kolb, (Getz,
2007). These event planners and organizations use branding to launch products
like soft drinks, cars, festivals, fashion and other items. It should be realized
that branding of events and products is not limited but broadly covers any
product produced in the market. Researchers categorise product launch events as
one of the crucial steps in the marketing process (Getz, 2007). It is
considered to be just as important as the rest of the marketing processes and
the determination of the marketing mix due to its potential to give the product
a befitting head start in the market (Barnes and Gaynor, 2006). It is therefore
conducted, not with the simple goal of celebration and declaring that a new
product is on sale in the market, but with the intention of drawing as many
consumers as possible to embrace and purchase the products.
Product launch events
therefore need to be creatively designed in a manner that not only intrigues
the target consumers but also draws attention to the central part of the
product: the Brand (Brand Events, 2011). The importance of making the brand
visible during such an event can therefore not be overemphasised. Event design
also needs to largely reflect on the benefits advocated for by the brand. For
instance, in a launch event where beauty products are to be launched, and the
brand emphasises the enhancement of elegance among the consumers, the
decorations and the physical design of the venue should be done in such a way
that any observers would be able to appreciate the elegance in not only the
products but also in the event itself (Ramsborg et all, 2008).
Events must not be
viewed as simply sessions where product- related activities are carried out but
as the grand opportunity to present the target customers with the unique
opportunity that would enable them to fully appreciate their brand and the
products being launched (Robinson, Wale and Dickson, 2010). Thorough
preparations therefore need to be made in order to project the message that the
organisation desires to project using the event. The planning process stretches
from the determination of the event timing, procedure of events, design of the
event as well as the determination of the decorations to be included in the
event (Tum, Norton and Wright, 2005). The underlying factor is to attract as
much attention as possible while remaining careful to maintain focus on the
qualities of the products being launched. The choice of persons to invite for
the event as well as the manner in which the event proceedings are propagated
to the general public is also important (Goldblatt, 2010). Most organisations
ensure that their launch proceedings are aired live on mass media or captured
during news highlights to ensure maximum exposure to the public (Tum, Norton
and Wright, 2005). This may either be on national or international media
outlets.
Other events in which
branding could be useful includes events such as corporate anniversaries,
awareness programs, food and wine festivals, and product re-launches among
others (Wood and Brotherton, 2008). For instance, the use of branding in events
such as the food and wine festivals draws the customers’ attention to the
unique look and feel of the foods in question. This often leads to the
stimulation of demand by way of persuading customers who previously didn’t
consume such foods to start doing so, and in so doing, contribute to the good
performance of the foods in the market. Examples of such food and wine
festivals are the Abergavenny food festival and the Ludlow marches Food and
Drink festival (Goldblatt, 2010). Each of these events showcases food and drink
products that are associated with the respective regions. This is because the
festivals’ organizers have been able to create certain tastes, colours,
designs, logos, trademarks of foods and drinks that are displayed in these
festivals (Matthews, 2008).
In the process customers have over time associated foods and drinks from these
regions with the related designs used when marketing. In addition to this the
customer is given a feeling of quality and standard from the consumption of
such foods and drinks that are launched by these festivals. Through the
identification of certain colours, lines and design types, the customer is
conditioned to associate these with the products and quality products.
According to Berridge
(2007) branding of events presents the marketer a chance to give the customers
a unique experience. Experience is seen as the key player in the influence of
the purchasing power of the customer. Through branding, the marketer is able to
give the customer the motivation and satisfaction that can be realized from the
products (Kotler, 2009). For example in the leisure business the experience of
the customer can be created through branded products that depict quality
service and good relations with the companies. The idea behind leisure branding
is the creation of aesthetic perception. In this context, the event manager
will launch a holiday or leisure product through scenic views, catchy slogans
and bright colours.
Like many researches
have shown, branding has an effect on the senses of the customer. It is able to
evoke emotions that are associated with the product. According to Monroe, CMP and CSEP, (2006) the
association that the customer has is created though the design of the event. A
branded event often has a central theme that directs the overall look and
perception of the event. A good example is the Edinburgh city which is
associated with the festival look, for this reason, themes behind the events
are based on festivity (Silvers, 2003). Colour tones, architecture and
trademarks are given a festival look.
The use of the brand as
the underlying base for decoration allows the event planners to factor in a
myriad of matching and contrasting colours as well as other settings that
enable them appreciate the cultural context in which they are operating
(Monroe, CMP, and CSEP, 2006). This is in accordance with the underlying maxim
that requires organisations to tailor their branding to suit the unique
circumstances of the locals which include culture among other factors. The
factoring in of the thematic outlook of the event to the cultural context
enhances the acceptability of the brand among the people in question leading to
the enhancement of a strong performance of the products in the market (Yeoman, et al, 2003).
According to Robinson, Wale and Dickson, (2010) branding
gives the event the culture of the people targeted. For example, food and wine
that comes from Ludlow is associated with the culture of the people in that
area. This is because the event organizers use cultural colours, themes, shapes
and objects in the design of the event. In the process customers who identify a
certain colour, object or shape in the market, will straight away associate it
with the culture. Customers will associate a product launched in this house
with the designer decorations and ornaments used during the fashion launch
(Mustonen, 2011). This is because the fashion house has been seen to have
different themes for each season. The customer is then drawn to new designs,
fashionable labels, quality clothes, and perfumes from that season. By making
each show unique event designers give the customer an unforgettable experience Wood and Brotherton, (2008).
They work on the customer’s senses that will make them always associate certain
themes to the product. In the end, the product will sell as unique and
different due to the associated feelings created in the client. Branding of the
event and the product creates the feeling of authenticity in the customer. Each
branding aspect used in the event makes the customer feel like they are having
quality and value products from the company. Since brands aims at uniquely
creating colours and designs that will represent the product, the process ends
up creating a common colour scheme and decorations. For this reason branding
creates ‘hot images’ through the use of colours, design and decorations.
The most notable events
by MAC Cosmetics that can be used to illustrate the impact of branding on the
design and decoration choice for product launch events are the wonder woman
launch and the company’s product line launch in Los Angeles. In the case of
Wonder Woman, the choice of term was very strategic (Harvery, 2011).
It was aimed at
portraying its products as having the ability to bring out the hero in every
woman and therefore appeal to the women who adores a sense of courage,
confidence and charisma to identify with the product (Harvery, 2011). The
outstanding pictures in the decorations were therefore those of a heroic woman
together with pictures depicting her conquest in overcoming her adversaries
with an amazing combination of colours that were not only warm, but also
exciting and a portrayal of sheer genius. This experience was designed for
sheer excitement and the number of guests was restricted in order to allow the
attending guests to experience the thrills of the products to the fullest. The
company also provided enough make up artists who were both courteous and
helpful thereby further enriching the experiences of those in attendance
(Jaykaywes, 2011). As can be learned from the success of this event, event
design must be approached with creativity and with the intended brand
personality in mind in order for the event to be not only memorable but also
relevant to the products being launched.
A second experience can
be observed from the event conducted by MAC Cosmetics in Los Angeles. With the
intention of creating an exciting event that carried with it some measure of
‘shock value’, MAC Cosmetics chose to host a party at a studio, Milk studios
(Dubin, 2011). The choice of the venue was in itself a portrayal of excitement
as studios are always associated with thrill and excitement. The company went
further to invite a popular music band, the cult punk band (Dubin, 2011). The
band would adorn themselves in costumes whose design and colouring were in line
with the colour themes that would reflect on the brand personality intended by
MAC Cosmetics. The two events portray the success that can be achieved when
product launch event designs and choice of decorations are selected with
creativity and a clear focus on the brand image to be projected.
This chapter explains
the process that was used in the collection of data for the research as well as
the approach to data analysis that was taken to come up with the results and
recommendations listed in the subsequent chapters of this paper. The
philosophical paradigms used in the research have also been expounded on in
order to give a reflection on the level of objectivity with which the findings
and recommendations should be regarded. The research made use of both primary
and secondary research where the primary research was done through interviews
with players in the event management industry. Professionals in the industry
were viewed as the most reliable sources of the information sought after. On
the other hand, secondary research was done through analysis of previous works
in related subjects as reflected in various books, academic journals,
professional and company websites, and other relevant literature.
According to Kumar
(2005), research is the systematic investigation of the field of knowledge to
generate facts and answers to research questions. The main question was derived
from the topic of the paper: What are the
effects and influences of branding on decorations and design of the MAC
cosmetics product launching events?
This research topic was
comprehensively broken down in order to generate the supporting elements which
were in form of the research questions outlined below:
·
What is the importance of branding on
product launch events?
·
What are the effects of branding on the
decorations and design of product launch events?
·
What are the effects of the branded
decorations and design on the product launch events?
·
The effects of the branded product
launch event on the customer?
The study made use of
various research paradigms; ontology and epistemology issues in order to
establish the beliefs, assumptions, perceptions, concepts and considerations of
the research. In order to reduce the effects of perceptions and assumptions
that are made by the researcher, the research should have a philosophical
condition (Easterby-smith et al.,
2008). The first condition that is satisfied to reduce these perceptions is
ontology. This has been seen as the study of ‘being’ that is based on social
sciences that is used to describe knowledge and reality on what knowledge looks
like and what makes it up. According to Blaikie, (1993) when research is based
on ‘ontology’, a research approach should be able to define the views of the
researcher based on either subjective or objective reality. For this reason,
the researcher should identify any assumptions that may create biased, wrong
conclusions on the research (Easterby-smith et
al., 2008).
Therefore the following
assumptions were made for this research;
·
There exist effects of branding on the
design of events for product launch, which greatly affect the product launch.
·
For this reason products like MAC
cosmetics are associated with happiness beauty, joy, youthfulness and dreams
coming true.
·
These effects are either negative or
positive and are reflected on the experiences of the customer with the
products.
·
Branding intentionally manipulates the
perception and senses of the customer in order to motivate them to buy the
products.
In addition to these,
there exist perceptions that are under the influence of the researcher’s
culture, religion, language, politics and relationships (Eriksson and
Kovalainen, 2008). These perceptions and assumptions can be identified by the
philosophical conditions of axiology. According to Graham, (2004) axiology is
the study of values that are patterned by choices made by people. Based on this
condition, the researcher observes that this research has no personal values,
social cultural influences or perceptions that will affect the manner in which
knowledge generation and the overall research will be carried out (Flowers,
2009). The research bears no political, religious or value biasness,
perceptions or assumptions drawn from the researcher’s view.
Finally the research tries
to develop a philosophical research, where all knowledge is argued and formed
on. According to Eriksson and Kovalainen, (2008), this means that the research
process must make use of appropriate research methods. Therefore the research
method will satisfy this condition if they are reliable, valid and proven over
time. This research meets this condition by using interviews as the dominant research
method. For consistency the research questions to be answered were based on the
objectives of the research, and find out the effects branding has on products like
MAC cosmetics in the market.
There exist many
research paradigms that are used in research approach. One of these is the
positivist approach which is based on the testing of the hypothesis of the
research by drawing from theory. According to Flowers, (2003), this means the
use of deductive testing of the observed reality; this type of approach basis
research on the truth, reasons and valid facts. When applied to this research
the assumption that would be derived is that what happens in product launch
events can only be revealed through the use of scientific methods of
measurement. It therefore emphasises the use of verifiable data through the use
of statistically proven methodologies with the aim of establishing a
relationship between given sets of realities (Eaterby-Smith, Thorpe and
Jackson, 2008).
The Interpretivist
approach according to Hatch and Cunliffe, (2006), is the approach where
research is based on the experiences, expectations and memories of people.
Using this approach the research will base assumptions on the experience of the
person. This however makes the research significantly biased since reality and
facts will be derived from the perceptions of the person. The interpretivist
paradigm also acknowledges the importance of constant research in order to
capture changing perceptions in the market occasioned by the influence of
societal changes on peoples’ perspectives on various phenomena (Chia, 2002). This
philosophical approach therefore emphasises the analysis of not only the
perceptions of the interviews but also the environmental factors that may
possibly lead them to hold the kind of views that they hold (James and
Vinnicombe, 2002). The most common influences on perceptions are occupation,
socio-cultural values, and current events in the market. The realist approach
on the other hand acknowledges the existence of subjectivism and objectivism
and therefore comes across as an amalgamation of both the positivist approach
and the interpretivist approach (James and Vinnicombe, 2002). It acknowledges
the influence of people’s perceptions while also accepting that realities exist
that do not necessarily reflect on the perceptions that the people hold (James
and Vinnicombe, 2002). It focuses more on explanation rather than prediction
and it acknowledges the existence of realities that are yet to be proven;
unlike the positivist approach (Chia, 2002). Therefore, this research made use
of the realist approach in order to ensure a more comprehensive approach. This
is due to the fact that the bulk of the interviews are likely to be a
reflection of personal opinions of the respective respondents. These responses
are expected to be analysed in light of established realities from relevant
academic findings in order to come up with reliable findings and
recommendations in the study.
The data sources used
in this study were both primary and secondary sources. Primary data was
collected using interviews that were conducted on professional event managers
who provided information based on their wealth of experience in the field.
Secondary data was collected through in-depth analysis of previous studies as
reflected in academic journals, books, and websites for product launch events.
These analyses were useful in the data analysis and the provision of reliable
recommendations.
Interviews were
conducted due to their ability to ensure a better understanding of the
interviewee responses through the presentation of the opportunity to seek
immediate clarifications. Kvale (1996) stated that to have a qualitative
interview, the research must cover the factual as well as the level of meaning.
A one on one interaction gives the interviewer a chance to gain interpretation
of the information given by the interviewee. The converse is also true where
the interviewee is able to get immediate clarifications on the questions asked
(Kvale, 1996). This minimises the negative effect that would be associated with
the situations where there is a misunderstanding as to what information the
interviewer seeks from the interviewee.
This understanding is
achieved through the interpretation of verbal as well as non-verbal language.
Non-verbal language is often left out in other modes of data collection. Verbal
language to be observed in this research will involve the choice of words,
connotations and tones that are used in speech to signify some meaning (Kvale,
1996). This will give the interviewer a chance to make interpretation of the
answers they are given by the interviewee. Elements such emotions and passion
can never be adequately expressed by use of words. Non verbal communication
therefore enables the researcher to understand the level of importance that the
interviewees attach to various ideas enabling the researcher to have a more
meaningful approach to recording his/her findings and recommendations (Durham
and Kellner, 2005). The non-verbal language are seen from the bodily actions,
facial and hand gestures and the position of the body of the interviewee. The
interviewer will have a constructed questionnaire that will be used during the
interview process. While respecting the view that interviews are strongly
influenced by the personalities of both the researcher and the interviewee and
how they connect with each other, the use of a questionnaire ensures that the
core content of the interview essentially remains the same (Kvale, 1996). This
provides the researcher with ease of analysis and interpretation due to the
fact that every interviewee gets to respond to similar questions.
The research conditions
identified in this proposal indicate that the validity and reliability of data
collected in research is influenced by the choice of the methods used. This
research is by nature qualitative in that it seeks to derive meaning from data
obtained. The use of interviews as the primary method of data collection is
valuable in this research based on this research’s opinion that:
·
They provided a platform for the
researcher to obtain enriched data; the researcher freely interacted with
respondents and make interpretations based on respondents’ direct responses as
well as indirect responses that may be hard to collect through other methods
such as questionnaires.
·
They also offered flexibility through
use of open ended questions in which respondents could give additional
information useful to the research.
·
It ensured lower default rates due to
the fact that the researcher was in constant communication with targeted
respondents and the interview schedules and venues were mutually agreed upon by
both the researcher and the interviewees.
The research focused on
event management organisations whose range of services had at any point
involved managing events for MAC Cosmetics product launches and other marketing
campaign events as well as a selected number of clients who’ve attended some
launch events. These organisations include Brand Events, Event Designer and
Creative, and Water4fish. Employees of MAC Cosmetics especially those commonly
involved in marketing were also interviewed. The total population size was
therefore about 2000 employees and a couple of thousands of events’ attendants.
The research factored
in the resources and time available to the researcher in determining the sample
size to be considered for the research. Despite the absoluteness associated
with research on entire populations, sampling becomes the best alternative in
order to ensure that studies are carried out within the scope and resources
available (Eriksson and Kovalainen, 2008). The population size of over 2000
would be impossible to interview in the time available and this necessitated
the designing of a sample whose views would be assumed to be representative of
the entire population. Scholars define a sample as a representative portion of
the whole.
The rationale for
sampling is based on the belief that samples bear characteristics that are
similar to the population and can therefore be studied in order to draw
inferences applicable to the rest of the population (Saunders, Lewis and
Thornhill, 2007). Although this assumption is arguable, it is generally
considered that larger samples are more reflective of the whole than smaller
samples (Eriksson and Kovalainen, 2008). A researcher therefore needs to ensure
that the sample arrived at is the largest one possible for the set of time and
resources available for the study. This is especially true with subjects
greatly influenced by personal perceptions where individuals are believed to
hold unique views on the matters in question. However, circumstances often
necessitate the use of samples and care must therefore be taken to ensure that
the samples picked are, to the best knowledge of the researcher, representative
of the whole (Kvale, 1996).
The sample size picked
for this study was 150 respondents who included 50 customers and 100 players in
the event management industry. The number of employees to be interviewed per
organisation is 25 (twenty five). Of the 25, 10 would be managerial level
staff, while the rest would staff members normally involved in management and
running of marketing events including product launch events. This sample size,
in the opinion of the researcher, would be adequate in determining the answers
to the research questions with relative reliability.
The determination of
the specific candidates for interviews is the function of the sampling process
(Saunders, Lewis and Thornhill, 2007). Various sampling methods are used in
research including random sampling and judgmental sampling among others. Random sampling is one of the most common
methods of sampling used by scholars. In this method, the samples are selected
arbitrarily from the population: without
any order or the use of any formula (Saunders, Lewis and Thornhill, 2007). This
method is the preferred method where there is a high level of homogeneity among
the members of the given population. On the other hand, judgmental sampling is
suitable for populations with little or no level of homogeneity. Under this
method, the researcher determines the respondents based on his own perception
of the sample’s characteristics and their ability to reflect the overall views
of the population (Saunders, Lewis and Thornhill, 2007). In so doing, the
researcher must take into account the common mitigating factors such as the
environment and the experiences of the persons to be interviewed.
For instance, employees
of different organisations are likely to have different experiences and
therefore different perceptions and the researcher may need to take this into
consideration (Kvale, 1996). Judgmental sampling reduces the risk of a
research’s findings being dominated by a segment of population with unique
experiences which are significantly different from those of the other members
of the population (Saunders, Lewis and Thornhill, 2007). This research combines
random sampling and judgmental sampling. Judgemental sampling was used to
determine the number of interviewees to be considered from each of the
organisations based on the perceived relevance of their experience to the
research and in determining the ranks of employees to be interviewed in every
organisation. Once these numbers were determined, the determination of the
particular persons to be interviewed was determined randomly.
The importance of data
analysis and interpretation in any research cannot be overemphasised. Data
analysis allows for presentation of the collected data in a manner that
reflects on the various theories and perceptions prevailing in relation to the
research subject (Easterby-Smith, Thorpe and Jackson, 2008). Palatability of
any information in a research is key concern to any researcher as it determines
the kind of value that such a study would contribute to the existing body of
knowledge. In other words, it determines the usability of any research
findings. Data analysis can either be qualitative or quantitative. Quantitative
analysis mainly deals with statistics and figures while and are instrumental in
establishing statistical relationship between various variables
(Easterby-Smith, Thorpe and Jackson, 2008). Qualitative analysis on the other
hand emphasises on interpretations, perceptions and generating explanations
(Easterby-Smith, Thorpe and Jackson, 2008). In this research, both qualitative
and quantitative data analysis methods were used. The data has been presented
using various visual aids for ease of reference and clarity of the information
presented.
The first ethical
consideration is maintenance of the integrity of the interviewees, through the
attainment of consent and maintenance of confidentiality (Kvale, 1996). The
commitment to protect the anonymity of the interviewees was done in writing in
a bid to reiterate the researcher’s commitment and to encourage the
interviewees to freely discuss the issues relevant to the research. Identity was
not required during the interview, and the interviews were conducted at the
convenience of the interviewee in terms of time and venue. The respondents were
also promised that if they so wished, they would be furnished with the research
findings for their own use and record.
The right of the
respondents to refrain from answering various sections of the questionnaires
must also be respected. This right was respected and the researcher refrained
from coercion in securing cooperation from prospective interviewees and from
insisting on obtaining answers for questions that the interviewees were
reluctant to answer. The research also refrained from reporting sensitive
information that could potentially compromise the image of the organisations
represented by these interviewees.
This research had to
contend with a number of challenges. First among these was the unavailability
of interviewees after the schedules had already been fixed. Such challenges may
have been occasioned by changing commitments to their times, and in some cases
the target interviewees would just develop cold feet. Where commitments were
the issue, alternative appointments were fixed at their convenience and where
the interviewee became uncooperative, the researcher endeavoured to find a
replacement in the shortest time possible in order to maintain the sample size.
However, despite these efforts, only about 92 of the targeted 100 interviewees
were actually interviewed. This deviation is in the opinion of the researcher
minimal and is not expected to adversely affect the integrity of the findings.
The research also
suffered a drawback in relation to the availability of relevant secondary
material of an academic nature that would give a theoretical backing to the
findings of the study. The bulk of resources in this field tend to concentrate
on branding and its importance to the marketing process but they seldom discuss
the subject in light of event management. The bulk of resources available in
this regard are drawn from event management organisations whose primary goal is
to highlight the importance of creativity and originality in event management
and do not necessarily go into the theoretical frameworks that would add
immense value to this research. This limitation forms the basis for some of the
recommendations in subsequent sections of this study.
The questionnaire that
will guide the course of the interviews takes the following format, as seen in
appendix I.
This section presents
the findings of the primary research that was conducted using interviews that
were conducted on event management professionals and MAC Cosmetics employees. It
provides both a qualitative and quantitative representation of the findings in
order to promote clarity. The results have been presented in both pros and
through the use of visual aids to enable the readers grasp the content at a
glance and with relative accuracy. As mentioned above, the results are based on
the data collected from 92 interviewees as opposed to the 100 interviewees
intended at the beginning of the research. A sample script of some of the
results of the questionnaire surveys as reflected by the responses of a MAC
employee involved in product launch event management; and a player in the event
management industry. The results from the questionnaires are largely reflective
of the results of the questionnaire surveys. The results were as outlined in
the sections below:
The determination of
the length of experience was sought in order to create a picture of the level
of information that the interviewees may be in possession of and the relevance
thereof. The wealth of experience is as tabulated below:
Table 1: length of
experience
Length of
experience
|
No. of interviewees
|
Percentage
|
Less than one year
|
18
|
20%
|
1-2 years
|
17
|
18%
|
2-5 years
|
12
|
13%
|
5-10
years
|
25
|
27%
|
Over 10
years
|
20
|
22%
|
51% of the interviewees
had less than 5 years experience while the rest had over 5 years experience
with 5 having been in the industry for about 25 years and 3 registering a 30
years wealth of experience. The fact that the majority of the interviewees have
relatively little experience may be both advantageous and disadvantageous. The
disadvantage may be in the fact that their level of experience may not be
adequate for them to establish cause-effect relationship in the factors critical
to this research. However, this statistic may be indicative of an inflow of
valuable ideas into the industry that may help contribute to the effectiveness
of the marketing process which include product launch effects.
The responsibility
levels of the interviewees were as tabulated below:
Table 2: Responsibility
levels
Responsibility
level
|
No. of
interviewees
|
%age
|
First level supervisor
|
18
|
20%
|
Manager
|
19
|
20%
|
non managerial staff
|
55
|
60%
|
The third questioned
focused on finding out how frequently the interviews made use of branding in
beauty and cosmetic product marketing. Over 90% answered to the affirmative
while a dismal 10% pledged to have had no experience with branding in product
launch events. The dissenting opinion was based on the argument that branding
was an unnecessary component of the product launch events and that focusing on
product features and making the launch event experiences enjoyable and
memorable would suffice.
The most crucial
elements of launch events that have the greatest bearing on their effectiveness
from the preparers perspectives included: the design of the event; the theme as
portrayed in the choice of decoration; the choice of location of the event; and
the pricing of the products at the event.
The respondents were
also emphatic on the fact that branding helps improve the effectiveness of
product launch events. 85% of the respondents acknowledged the fact that
branding generally served to help focus the attention of the attendants towards
the brand and what the brand stands for. This, in their opinion, played a
crucial role in creating a relationship between their target customers and the
brand. Only a dismal 15% of the respondents were of the opinion that branding
has no effect or a negative effect on the effectiveness of such events.
The question on how
branding influences the design of the events and the choice of decoration was
answered as follows. Respondents suggested various ways in which branding
influence the design of the events. The most common influence in design is the
choice of set of activities that are to comprise the launch event. Depending on
the type of product and the brand image to be projected, the timing, duration
of the event, and the experiences the attendants are to be put through would depend
on the organiser’s perception on their effectiveness in enhancing the brand. In
relation to the choice of decoration, branding was hailed for influencing the
choice of colour themes, decoration types, and positioning of such decorations.
The respondents were
also emphatic that it was crucial that every marketers wholly understand the
concepts of branding in order to ensure that they would be in a position to put
the concepts into good use in order to maximise the effects of such events.
Product tangible
attributes are qualities that can be directly attributed to the products and
are often a physical feature associated with them. Such attributes may include
durability for equipment, printing speed and colouring quality for printing
machines, horsepower for vehicles, taste in the case of different foods, and
scent in the case of perfumes. On the other hand, product intangible attributes
refer to perceptions that are created in the consumers’ minds towards a given
product. Such feelings involve the feeling of security, assurance of fashion
consciousness of the user, simplicity of purchase and consumption, and
historical inferences among others. When questioned on the preference for
product attributes, whether tangible or intangible, about 80% of the respondents
were in favour of product intangible attributes in marketing beauty and
cosmetic products. While acknowledging the importance of having well designed
products that meet the desires of the target customers, the interviewees drew
from their experience to determine that proper branding using product
intangible attributes worked better for cosmetic and beauty products. In their
opinion, the users of such products tend to be moved by the psychological
feelings that are built around the products such as those of ‘fun’ and
‘fashion’. The minority view favoured product tangible attributes arguing that
irrespective of the image created around a product, it would always boil down
to the features of the products which the consumers find likable. This view was
however countered by the proponents of product intangible attributes who held
the view that when branding is done effectively; the consumer’s tastes and
preferences tend to be bent on conforming to the product features in question. Marketing
is in most cases about demand creation and this often results in persuading
consumers to consume products they probably would never have consumed in the
absence of effective marketing campaigns.
The intangible
attributes can either be considered before or after the branding experience. The
difference between the two timings depends on the origination of such
attributes. The opinion of the interviewees was almost uniformly divided
between the two options with 51% being of the view that intangible attributes
should be considered before the branding experience. In their opinion, the
producers of the product are best placed in identifying the product features
before hand and therefore be in a better position to generate the intangible
attributes that would help sell these products in the market. This model may
also at time involve modification of the product features and the packaging
design in order to ensure that the attributes are not a contradiction of the
product features. Proponents of this approach take the view that branding is so
central to the organisation’s marketing programs that it cannot be left to the
stakeholders who have little knowledge of the organisation’s generic
strategies. On the other hand, generation of intangible attributes after the
branding experience involves making enquiries on the impact of the product in
question among the customers. Proponents of this approach take the view that
considering the perceptions in the market enables the creation of a brand that
easily resonates with the market and therefore more likely to succeed in
propelling the performance of the products in the market. The experience that
was quoted by MAC Cosmetics employees and those that have managed their events
stated that the company tends to create the attributes prior to the branding
experience and this informs their product designs and packaging thereby making
the company’s products remains consistent with their generic strategies.
The attributes that are
seen to be beneficial to beauty and cosmetic products over the long term are
varied and may include high quality, upscale, and hip. The interviewees’
opinion on these attributes and the choices of the most beneficial ones was
equally varied. The attribute that was most advocated for as a performance
catalyst over the long term is high quality. However, this was with an
unconvincing majority where the opinion was almost equally divided among the
three intangible attributes. The
opinions were as tabulated and presented below:
Brand attribute
|
No. of interviewees
|
%age
|
High Quality
|
33
|
35%
|
Upscale
|
29
|
32%
|
Hip
|
30
|
33%
|
Those in favour of ‘high quality’ were of the
opinion that the need for trusted quality in the market rarely changes and the
products that are able to identify themselves with this attribute tend to win in
the long term. Those in favour of the ‘hip’ were of the opinion that customers
make purchasing decisions in response to specific needs and therefore in the
long run tend to choose products that are associated with those needs. On the
other hand, those who advocated for ‘upscale’ tended to argue that human beings
generally tend to aim at bettering their lives and will always want to be
viewed as such by identifying with products that enable them improve their
social image even when they are yet to reach the desired social status.
The interviewees were
then asked to choose the most commonly used brand personalities during the
launch of cosmetic and beauty products. The personalities were Sincerity,
Excitement, Competence, Sophistication, and Ruggedness. Of these personalities,
a combination of Excitement, Sincerity, and Competence received the highest
number of endorsements. An overwhelming
majority of the respondents (over 90%) agreed that brand personalities bore
great relevance in determining the event design and the choice of decorations
during the product launch events.
There tended to be a
consensus towards emphasis of decorations and colour schemes that were in line
with the brand personality. So was the design of the event. For instance,
excitement could be portrayed by avoiding the traditional formal arrangements
normally used during events and replaced by a creative sitting arrangement and
presentation styles that put the audience into a party mood. The feeling
created later tends to resonate with the product and therefore contribute to
the brand image in subsequent times. Portrayal of sincerity was voiced as
useful as it makes the audience understand that the products actually possess
the qualities possessed and that the marketing exercise is not an exercised
riddled with unreasonable amounts of exaggeration. Portrayal of competence on
the other hand gives the audience the assurance that the products are of
merchantable quality and therefore not likely to adversely affect the users. According
to most interviewees, the factoring in of these brand personalities in the
designing of the event is crucial as it ensures the audience have the intended
attitude towards the event and the products. The choice of decorations and
event design also helps shape the expectations of the audience. These
expectations are aligned to the goings on in the event and ends up in a
situation that the audience get an exciting encounter that is not only very
satisfying, but also memorable and unique.
Various customer
experiences are created during the product launch events including Sense
experiences, Feel experiences, Think experiences, Act experiences, and Relate
experiences. The interviewees were asked draw from their experience in event
management and rank the extent to which these experiences are invoked and their
responses were recorded as contained in the table below:
Customer Experiences
|
Impact levels
|
Column1
|
Column2
|
Column3
|
Column4
|
Very High
|
High
|
Neutral
|
Low
|
Very Low
|
|
Sense experiences; sensory
|
30
|
23
|
15
|
18
|
6
|
Feel experiences; affect and emotions
|
40
|
42
|
5
|
3
|
2
|
Think experiences; creative and cognitive
|
20
|
32
|
20
|
15
|
5
|
Act experiences; lifestyles and behaviour
|
15
|
20
|
12
|
25
|
20
|
Relate experiences; connect with similar group
|
35
|
42
|
8
|
5
|
2
|
From the statistics
above, there is strong evidence that event design and decoration has a
significant role to play in bringing about the desired experiences among the
audience. In the case of sensory experiences, over 58% polled high and very
high. Similarly, the polling for Feel, Think, Act and Relate experiences were
high at 89%, 57%, 38%, and 84% respectively. For clarity, the figure below
illustrates the interviewees’ opinion on the level of impact that product
launch events can have on various customer experiences using the figures submitted
for high and very high impact levels:
In general the
interviewees stated that the bulk of their event design and choice of
decorations is determined by the brand. This is due to the fact that it is the
branding that provides the basis for the entire event. This enables them to
remain focused on projecting the products and the company as they should. A
manager in one of the event management organisations remarked that in the
absence of branding, product launch events could simply be equated to social
gatherings with no serious agenda. There was a general consensus on the
importance of branding in product launch events. This was based on the argument
that branding gives a deeper meaning to the products and the organisations and
enables the customers to relate to the products in a manner that goes beyond
the tangible benefits derived from the product. It is this brand experience
that inspires loyalty and shields the products from losing out their market
share in the face of stiff competition. Use of the brand in the event also
enhances brand awareness and consequently leads to higher success rates of the
products in the market.
The experiences from
customers who’ve attended product launch events confirmed that event design
bore great significance in making their experiences memorable. Of great
significance was the kind of treatment accorded to them during the launch
events as well as the choice of level of exposure to the products. A sizeable
number (60%) were also greatly impressed by the availability of price discounts
for the products bought during the events.
The respondents were
almost unanimous (90%) on the relationship between good use of branding and the
creation of long lasting brand awareness in their minds. They admitted that
where the events design and decorations focussed accurately on the brand image,
such brand images were mastered with relative ease.
To confirm the value of
launch events to organisations, interviewees were asked to state whether they
would remain loyal to the brands whose product launches they had attended. An
analysis of the results showed that those who had confirmed to have immensely
enjoyed the events almost unanimously answered to the affirmative. These
findings provide the justification for the interest accorded such events by
most organisations.
This chapter discusses
the results contained in the previous chapter and tends to draw a relationship
between the findings and known theoretical concepts relating to the subject of
the study. In this section, the results have been framed in a manner that
enables a direct linkage to the research questions and therefore aims to answer
the questions using the findings above. It also provides a glimpse into two of the
product launch events conducted by MAC Cosmetics in the recent past and goes on
to relate the exercises with the concepts experienced in this study. It also
provides an in-depth analysis of some of the concepts alluded to in the
previous chapter by the application of analysis of relevant secondary sources.
The results of this
study bring out a strong backing for the use of branding in event design and
the choice of decorations during product launch events for beauty and cosmetic
products. It is important to acknowledge that product launch events are part
and parcel of the marketing strategy of the organisations and not isolated
events that are conducted arbitrarily (Mustonen, 2011). The processes that are
associated with good marketing strategies are therefore applicable to holding
effective product launch events. According to Keller and Aaker (2008), branding
is a core component of any marketing process and provides the basis for any
marketing activity. When considering the importance of branding to the product
launch events, it is important to consider the elements of the brand that are
most important for beauty and cosmetic products (Depack, 2008). The findings of
this study are consistent with previous research into the brand experience of
cosmetic products. These findings tend to favour intangible attributes over
tangible attributes (Barnes and Gaynor, 2006). Intangible attributes refer to
the emotions and feelings that the product is associated with as a result of
its brand awareness campaigns (Goliath, 2006). It is therefore purely
psychological. Such associations as joy, fulfilment, class, and the like are
not measurable but can be of immense value to a company when their products can
be directly associated with them. Tangible attributes on the other hand refer
to features that are found within the products (Goliath, 2006). These include
things like scent in the case of cosmetic products. They are part and parcel of
the product design. Depack (2008) however cautions that the preference for
product intangible attributes should never be misconstrued to mean that product
features are irrelevant. Studies into the perceptions of consumers reveal that
the functionality of products is the most important factor for making purchasing
decisions for most consumers (Aaker and Jacobson, 2001). However, in the face
of increased competition where products are being introduced into the market at
an alarming rate, the product features are in many cases duplicated. The end
result is that most cosmetic products are either similar or have very close
substitutes and that reduces the competitive edge that any product can command
by simply highlighting the product tangible attributes (Barnes and Gaynor,
2006). This is where the value of branding sets in. Branding enables
organisations to create certain feelings and emotions around their product in a
manner that is not easily replicated by competitors (Girvin, 2011). It becomes
the strongest tool through which organisations can enhance customer loyalty and
therefore maintain a steady performance despite the presence of close
substitutes in the market (Girvin, 2011).
As with any other
marketing process, brand creation needs to take into account the brand
attributes that tend to create the highest impact in the market. According to
Ailawadi, Lehmann and Neslin (2003), scholars have been non-committal on the
attributes that influence the market most especially in relation to cosmetic
products. This lack of an emphatic answer may be attributed to the constantly
changing socio-cultural factors in the affected markets that cause societies to
value different attributes at a given time. However, a significant number of
scholars hold the view that in the long run, consumers appreciate consistent
high quality that is not prone to degradation in the face of constant
innovations and changes in the market (Holt, 2004). Other important attributes have been noted as
upscale and hip.
Product launch events
are aimed at serving one crucial purpose: that of marketing a new product to
the audience and therefore enable smooth introduction into the market (Ali,
2011). The aim is therefore to draw the attention of the audience to the
products while creating memorable experiences that would enable the audience to
identify with the products thereafter. Recent research findings indicate that
successful product launching contributes immensely to good performance of the
given products in the market (Landmark Event Services Inc., 2011). A good
product launch event has been described as one which creates unique experiences
for the audience while remaining focused on the product and the brand
personality that the company wishes to have the audience identify with the
product (Bowdin et all, 2006). Brand
personality has variously been described as a set of core values that
characterise a brand and are expressed in form of human personality traits
(Aaker, 1997). Such traits include being friendly, innovative, exciting,
rugged, sophisticated, competent, and sincere among others. Brand personality
provides the avenue through which consumers have a relationship with the brand
(Aaker, 1997). Research into consumer purchasing behaviour reveal that an
average consumer tends to purchase products whose brand personality is likeable
or acceptable to them (Ailawadi, Lehmann and Neslie, 2003). The reflection of
brand personality during the launch events may therefore form a strong basis
for the success or failure of such an event. According to recent research
findings, most consumers of beauty and cosmetic products tend to prefer brand
personalities that border on being friendly, exciting, and sincere (Sherman,
2011). A personality generally associated with joy, fun and personal
fulfilment. The launch event therefore needs to select a design and decoration
scheme that helps create a semblance of such personalities.
Brand personality is
therefore critical in event design and decoration. Event design involves a
number of elements such as the choice of location, the interior design of the
event venue and even the sitting arrangement to be embraced during the event
(Matthews, 2008). It also involves the choice of entertainment and food to be
served during the event. Event design may also encompass the decision on the
timing and length of the event as well and generally everything that goes on
during the event (Easy Stretch, 2011). These designs must always be done in a
manner that enhances the brand personality in order to ensure the effectiveness
of the product launch event. For instance, the traditional formal settings
normally associated with corporate events may be a wrong model to choose for an
organisation that intends to portray an exciting personality. Similarly, the
use of rude and uncaring employees may get in the way of an organisation bent
on portraying a sincere and competent personality for its products. These
considerations are crucial in any product launch event.
The influence of
branding on event design and decoration is beyond question. This may be
illustrated through the reflection of the MAC Cosmetic’s launch of the MAC
Wonder Woman cosmetic line (Harvery, 2011). The choice of the term ‘Wonder
Woman’ was strategic. It was aimed at portraying its products as having the
ability to bring out the hero in every woman and therefore appeal to the women who
adores a sense of courage, confidence and charisma to identify with the product
(Harvery, 2011). The outstanding pictures in the decorations were therefore
those of a heroic woman together with pictures depicting her conquest in
overcoming her adversaries with an amazing combination of colours that were not
only warm, but also exciting and a portrayal of sheer genius. Some of the
pictures are as portrayed in appendix II. This experience was designed for
sheer excitement and the number of guests was restricted in order to allow the
attending guests to experience the thrills of the products to the fullest. The
company also provided enough make up artists who were both courteous and
helpful thereby further enriching the experiences of those in attendance
(Jaykaywes, 2011). As can be learned from the success of this event, event
design must be approached with creativity and with the intended brand
personality in mind in order for the event to be not only memorable but also
relevant to the products being launched.
A second experience can
be observed from the event conducted by MAC Cosmetics in Los Angeles. With the
intention of creating an exciting event that carried with it some measure of
‘shock value’, MAC Cosmetics chose to host a party at a studio, Milk studios
(Dubin, 2011). The choice of the venue was in itself a portrayal of excitement
as studios are always associated with thrill and excitement. The company went
further to invite a popular music band, the cult punk band (Dubin, 2011). The
band would adorn themselves in costumes whose design and colouring were in line
with the colour themes that would reflect on the brand personality intended by MAC
Cosmetics. As can be seen from the experience of MAC Cosmetics, there is no
limit to the level of creativity that event managers can exercise in order to
bring about a successful product launch event that not only excites the
audience, but also helps to permanently engrave the brand awareness into them.
The event design and
decorations creates a number of experiences for the audience. These experiences
include sense experiences (sensory), feel experiences (affections and emotions),
think experiences (creative and cognitive), act experiences (lifestyles and
behaviour), and relate experiences (connect with similar group) (Getz, 2007).
The kind of experience is mostly dependent on the types of activities being
engaged in during the event. For instance, an event that involves the audience
being exposed to the products through make up may score highly on the creation
of sense experiences. Think experiences can ideally be created where the event
involves certain exciting puzzles which the audience may be challenged to solve
and obtain a reward if successful (Getz, 2007). Care should be taken when
designing such activities in order to ensure that the experience is very
enjoyable to the participating audience. The incentive must also be substantial
in order to motivate them to take part in the exercise. Similarly, feel
experiences can be brought about through the choice of pictures, decorations
and entertainment during the event. The most important thing in event design is
to focus on the kind of experiences that would be most desirable for the
products being launched and then design the activities in a manner that aims to
bring out the desired experiences (Risk management for meetings and events,
2007). The kind of experience that the organisation wants to create during
product launch events should be consistent with the brand personality being
projected during the event. For cosmetic products, researchers are of the view
that feel experiences tend to be more effective than other experiences
(Jacobson, 2011). However, events should not overtly concentrate on creating
one kind of experience. The approach popularly advocated for by scholars
involves creation of a set of experiences in order to accommodate the different
personalities in the audience.
Branding is therefore
central to any product launch event its influence must be emphasised in order
to ensure that the launch process is successful. A good product launch event
can only serve the purpose of exciting the audience and does little to ensure
that such an audience identify with and remain loyal to the company brand and
their products. It is therefore tantamount to the proverbial shot in the dark. The
conclusion drawn by Goldbatt (2005) summarises the essence of this study. He
states that “Having a basis that guides the event design and decoration enables
event managers to channel the attention of the audience to the brand and
therefore raise the brand awareness”. Research has shown that consumers
generally tend to buy products associated with the brands they are aware of at
any given time. This is the premise on which the emphasis of using the brand as
a basis for event design and choice of decorations is based.
This chapter contains a
brief summary of the contents of the study. It outlines the understanding of
product launch events and branding before relating the two concepts and
explaining why branding has an impact on the event design and on the choice for
decorations during product launch events. The chapter also makes
recommendations for future research based on the inadequacies observed in the
course of conducting this research.
Product launch events
are part and parcel of the marketing process. They involve the organisation of
a set of activities aimed at creating memorable experiences to the audience in
order to inspire them to remain loyal to the brand and to consume the products
being launched. The importance of product launch events to the marketing
process cannot be overemphasised. This is why organisations must ensure they
come up with an appropriate design for the event that can ensure that the
audience’s experiences are memorable, but also that the audience’s attention is
focused on the brand. The most basic but crucial point in organising a product
launch event is the attraction of the audience. Without the audience, no event
can take place. Getting an audience to attend a product launch event is
increasingly challenging in the wake of all the pressures that the average
consumer is exposed to in the modern world. The organisers of the events must
therefore creatively consider how to ensure attendance by engaging in awareness
campaigns, organising draws for the event, or even offering special discounts
on the products for those who will be available for the actual event. The use
of celebrities or key personalities to pull the crowds should also be
considered. This option should however be exercised only after adequate
research on the kind of personalities that one’s target audience may would
prefer. The product launch event should be different from marketing campaigns in
that it must allow the audience to experience the products in a manner that
would inspire them to continue using the said products.
Event design is one of
the most crucial elements of any product launch event. The event design to be
arrived at in a product launch event is supposed to be a reflection of research
conducted on the target audience to determine which kind of events would
satisfy them the most. This is due to the fact that events are expected to
produce valuable and memorable experiences among the persons attending any
events. This event design refers to the nature of activities to be undertaken
during the events as well as the duration of such activities. For instance,
Zeo, which had invented a sleep monitoring machine that would gather data from
brain waves of people while they slept, opted to have a launch event that
required the attendees to spend the night at the product launch event where the
functionality and benefits of the machine could be explicitly demonstrated.
Similarly, launch events for beauty products often include experiential
sessions where those in the audience that may wish to have a first hand
experience of the product are given the opportunity where they are exposed to
sophisticated treatment by the company’s employees.
The determination of
the nature of presentation and the choice of who to make the presentation is
equally crucial to determine the extent to which the audience believes the
information offered. One of the most effective approaches taken by
organisations involves the use of customers who have already tested the product
and have been satisfied by it. They are allowed an opportunity to recount their
experiences while the company employees involved demonstrate on the
functionality of such products. This enhances the effectiveness of the product
launch events. The presentation styles also need to reflect on both the product
and the level of understanding of the audience in question. The presenters need
to have a thorough knowledge of the communication styles that are most
effective in relaying meaning to the target audience. Where the wrong choice of
communication is adopted, the product launch event is as good as failed.
Moreover, the nature of the product must also be considered in designing the
communication styles to be adopted. For instance, the communication adopted for
launching a face cream would be definitely different from that used for
launching computer software.
Similarly, event design
refers to the choice of venue and sequence of events during the launch including
the choice of whether or not to provide food and refreshments. Given that the
launch event is aimed at creating valuable and memorable experiences on the
target customers, the aspects of human comfort that may not necessarily have
anything to do with the product must also be considered. Trivial details such
as the provision of enough sitting space could potentially lead to the failure
of a well designed event. The audience that attend such an event and are forced
to be on their feet till they are exhausted may not be able to fully appreciate
the information being presented. The event should also be accompanied by the
provision of reference materials detailing the functionality of the products
that the audience can later refer to at their own convenience. This should be
provided together with the contact information that the target customers would
need whenever they need to any clarifications.
In order to fully
understand the influence that branding has on event design and the choice of
decorations in product launch events, it is important to recap the essentials
of branding. Branding can be defined as an identity that is assigned to a
product or an organisation based on the perceptions it creates in the minds of
the market players. Brands are identified using symbols, names, slogans or even
signs. The interaction with a brand is referred to as the brand experience
which results in the creation of a brand image. Brand image is the mental
constructions of the brand based on information gathered and personal
experiences of the customer. The brand provides the basis for the creation of a
psychological relationship between the customer and the products. Where a
strong relationship exists, the clients remain loyal to the company’s products
and are not swayed by the presence of substitutes that often tend to be availed
in lower prices or with additional features. The main aim of any branding
exercise is therefore to generate customer loyalty. In oft times, there exist
differences in brand perceptions between the organisation and the consumers.
The consumers’ perception towards the brand is known as the brand image while
the company’s perception is the brand identity. The aim of marketing campaigns
is to try and harmonise the two in order to align the expectations of the
consumers with the benefits the products are able to provide or just to ensure
that differences in perceptions do not affect the product performance
negatively. This is part of the brand management process. Brand management
refers to the process by which brands are created and maintained. The aim of
any brand management process is to ensure that the brand reaches the point of
brand recognition. This the point at which the brand is known by virtually all
the consumers in the market. The aim of this emphasis is based on the premise
that consumers only tend to opt for products whose brands they are already
aware of. Brand awareness refers to a situation where consumers are in a
position to recognise a brand irrespective of the prevailing circumstances at
any given point. Making consumers aware of a brand is therefore one of the
acknowledged ways of ensuring the success of products in the market. Brand
image also insulates organisations from the hazards of stiff competition that
may push prices downwards. This is due to the influence of the brand premium
where consumers tend to prefer purchasing products from a recognised brand
despite the price differences. This is what is referred to as the brand
premium. Brands must also be clear on the brand promise. The customers must be
clear on what a brand stands for in order to gain the requisite levels of brand
awareness.
This research sought to
find out the influence that branding has on product launch event design and the
choice of decorations during such events. The study mainly dwelt on primary
research through interviews with various players in the event management field.
The study recorded an overwhelming endorsement of the fact that branding
greatly influences the event design and choice of decoration during events. This
was consistent with previous studies that confirm that the use of branding in
product launch events is critical to the success of such events. One of the
most critical elements of brand in product launch events is the brand
personality. Brand personality can be described as a set of core values that
characterise a brand and are expressed in form of human personality traits.
Such traits include being friendly, innovative, exciting, rugged,
sophisticated, competent, and sincere among others. Brand personality provides
the avenue through which consumers have a relationship with the brand. This is
based on the premise that humans tend to relate better to traits that are
similar to their own and can therefore only be loyal to personalities that are
either compatible with their aspirations or those that are acceptable to them.
The reflection of brand personality during the launch events may therefore form
a strong basis for the success or failure of such an event. According to recent
research findings, most consumers of beauty and cosmetic products tend to
prefer brand personalities that border on being friendly, exciting, and
sincere. A personality generally associated with joy, fun and personal
fulfilment is good for cosmetic products.
It has also been
established that product intangible attributes tend to be more effective in
creating lasting relationships with customers than product tangible attributes.
Intangible attributes refer to the emotions and feelings that the product is
associated with as a result of its brand awareness campaigns. It is therefore
purely psychological. Such associations as joy, fulfilment, class, and the like
are not measurable but can be of immense value to a company when their products
can be directly associated with them. Tangible attributes on the other hand
refer to features that are found within the products. These include things like
scent in the case of cosmetic products.
Having established the
importance of branding in any marketing process, of which product launch events
are an integral part of, it follows that branding must play a crucial role in
the design of such events. Branding provides the basis through which any
product launch events must be designed. Without the use of branding, these
events only amount to enjoyment forums for the audience who may not take
actions that are of value to the company after the event. It is important that
the design of the event and the decorations settled on bring out the desired
brand personality. This enables the audience to identify with the products long
after the product launch event.
This research acknowledges
that studies on the influence of branding are lacking and recommends further
study into the same. The bulk of studies aimed at creating a relationship
between the two phenomena only tend to use inferences whose main basis is the
strategic importance of the branding process to organisations’ generic
strategies and the strategic marketing process. The branding process forms the
basis for marketing processes including the product launch process. The
implication of this fact is that branding is expected to have a significant
influence on these events. The sentiments of the interviewees in the project
and the secondary data reviewed also tend to confirm the same. However, little
effort has been made to quantify the value of the use of branding in such processes.
In general, the success or failure of a product launch event may be due to a
number of factors other than the use of branding. It is therefore expected that
scepticism exist on the accuracy of the presumptions quoted in the sections
above. Such a study would involve high levels of sophistication it would be a
necessary venture in order to put any prevailing doubts to rest.
For more theory and case studies on: http://expertresearchers.blogspot.com/
For more theory and case studies on: http://expertresearchers.blogspot.com/
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