In a mature market like recent Japanese economy, “experiential marketing” has received attention as “differentiation strategy.” In this paper, we investigate concepts of experiential marketing. The results show that 1) experiences are involved in obtaining, consuming, and disposing process of products, 2) experiences occurs in a situation consumer face, 3) experiences are behaviors and physiological/psychological effects. These understandings of experiences help us effectively use experiences as differentiation strategy. We have conducted case studies that focus on the representation of luxury in cosmetics design for both domestic and foreign products and compared them based on the theory of customer experience proposed by Bernd H. Schmitt. In this study, we attempted to examine the representation of luxury in relation to cosmetics design, through the analysis of four brands using the customer experience framework as a basis for analysis. The three elements that are considered necessary for the representation of luxury in cosmetics design are as follows: (1) Brand image or company image that is easily identifiable. (2) Each element of design contains a story. (3) The design is innovative and has exclusivity. In terms of functionality and effect/efficacy, the options are without number. However, luxury cosmetics stand as absolute with irresistible appeal. Cosmetics are used on a daily basis to make women beautiful. Women also carry around makeup products in their purse, which may catch people’s eyes. In light of this, the representation of luxury in a cosmetic design can be an extremely important element.
| Published in |
Science Journal of Business and Management (Volume 3, Issue 2-1)
This article belongs to the Special Issue Customer Experience Management / Marketing Branding |
| DOI | 10.11648/j.sjbm.s.2015030201.20 |
| Page(s) | 73-77 |
| Creative Commons |
This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited. |
| Copyright |
Copyright © The Author(s), 2015. Published by Science Publishing Group |
Customer Experience, Consumer Experience, Differentiation Strategy
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| [2] | Kotler, P. and K.L. Keller (2006), Marketing Management (12th Ed), Prentice Hall, New Jersey. |
| [3] | Pine II, B.J. and J.H. Gilmore (1999), The Experience Economy, Harvard Business School Press, Boston. |
| [4] | Holbrook, B.M. and E. Hirschmann (1982), “The Experimential Aspects of Consumption: Consumer Fantasies, Feelings and Fun,” Journal of Consumer Research, September, Vol.9, pp.132-140. |
| [5] | Ishii, J. (2004), The Myths of Marketing, Iwanami Gendai Bunko, Tokyo (in Japanese). |
| [6] | Horiuchi, K. (2001), Studies of Epicurean Consumption, Hakuto-Shobo Publishing, Tokyo (in Japanese). |
| [7] | Schmitt, B. H. (1999), Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, and Relate to Your Company and Brands, Free Press, Detroit. |
| [8] | Schmitt, B. H. (2003), Customer Experience Management: A Revolutionary Approach to Connecting With Your Customers, John Wiley & Sons, New Jersey. |
| [9] | Maiya, K. and Y. Yonezawa, Y. (2001), An Introduction to Behavioral Science: Approaches of Contemporary Psychology, Fukumura Shuppan, Tokyo (in Japanese). |
| [10] | Blackwell, R.D., P.W. Miniard, J.F. Engel (2006), Consumer Behavior 10th edition International Student Edition, Thomson South-Western, Mason. |
| [11] | Nagasawa, S. ed., Waseda Business School Nagasawa Laboratory (2005), Creation of Customer Experiences That Bring Hit Products: Manufacturing That Excites the Kansei of Consumers, JUSE Press, Tokyo (in Japanese). |
| [12] | Nagasawa, S. ed., Waseda Business School Nagasawa Laboratory (2007), Manufacturing for Customer Experiences: Brand Value and Creation of Situations to Produce Hit Products, JUSE Press, Tokyo (in Japanese). |
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APA Style
Shin’ya Nagasawa, Shinich Otsu. (2015). Experience Differentiation Strategy (1): Concepts of Consumer Experiences. Science Journal of Business and Management, 3(2-1), 73-77. https://doi.org/10.11648/j.sjbm.s.2015030201.20
ACS Style
Shin’ya Nagasawa; Shinich Otsu. Experience Differentiation Strategy (1): Concepts of Consumer Experiences. Sci. J. Bus. Manag. 2015, 3(2-1), 73-77. doi: 10.11648/j.sjbm.s.2015030201.20
AMA Style
Shin’ya Nagasawa, Shinich Otsu. Experience Differentiation Strategy (1): Concepts of Consumer Experiences. Sci J Bus Manag. 2015;3(2-1):73-77. doi: 10.11648/j.sjbm.s.2015030201.20
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Download@article{10.11648/j.sjbm.s.2015030201.20,
author = {Shin’ya Nagasawa and Shinich Otsu},
title = {Experience Differentiation Strategy (1): Concepts of Consumer Experiences},
journal = {Science Journal of Business and Management},
volume = {3},
number = {2-1},
pages = {73-77},
doi = {10.11648/j.sjbm.s.2015030201.20},
url = {https://doi.org/10.11648/j.sjbm.s.2015030201.20},
eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.sjbm.s.2015030201.20},
abstract = {In a mature market like recent Japanese economy, “experiential marketing” has received attention as “differentiation strategy.” In this paper, we investigate concepts of experiential marketing. The results show that 1) experiences are involved in obtaining, consuming, and disposing process of products, 2) experiences occurs in a situation consumer face, 3) experiences are behaviors and physiological/psychological effects. These understandings of experiences help us effectively use experiences as differentiation strategy. We have conducted case studies that focus on the representation of luxury in cosmetics design for both domestic and foreign products and compared them based on the theory of customer experience proposed by Bernd H. Schmitt. In this study, we attempted to examine the representation of luxury in relation to cosmetics design, through the analysis of four brands using the customer experience framework as a basis for analysis. The three elements that are considered necessary for the representation of luxury in cosmetics design are as follows: (1) Brand image or company image that is easily identifiable. (2) Each element of design contains a story. (3) The design is innovative and has exclusivity. In terms of functionality and effect/efficacy, the options are without number. However, luxury cosmetics stand as absolute with irresistible appeal. Cosmetics are used on a daily basis to make women beautiful. Women also carry around makeup products in their purse, which may catch people’s eyes. In light of this, the representation of luxury in a cosmetic design can be an extremely important element.},
year = {2015}
}
TY - JOUR T1 - Experience Differentiation Strategy (1): Concepts of Consumer Experiences AU - Shin’ya Nagasawa AU - Shinich Otsu Y1 - 2015/04/23 PY - 2015 N1 - https://doi.org/10.11648/j.sjbm.s.2015030201.20 DO - 10.11648/j.sjbm.s.2015030201.20 T2 - Science Journal of Business and Management JF - Science Journal of Business and Management JO - Science Journal of Business and Management SP - 73 EP - 77 PB - Science Publishing Group SN - 2331-0634 UR - https://doi.org/10.11648/j.sjbm.s.2015030201.20 AB - In a mature market like recent Japanese economy, “experiential marketing” has received attention as “differentiation strategy.” In this paper, we investigate concepts of experiential marketing. The results show that 1) experiences are involved in obtaining, consuming, and disposing process of products, 2) experiences occurs in a situation consumer face, 3) experiences are behaviors and physiological/psychological effects. These understandings of experiences help us effectively use experiences as differentiation strategy. We have conducted case studies that focus on the representation of luxury in cosmetics design for both domestic and foreign products and compared them based on the theory of customer experience proposed by Bernd H. Schmitt. In this study, we attempted to examine the representation of luxury in relation to cosmetics design, through the analysis of four brands using the customer experience framework as a basis for analysis. The three elements that are considered necessary for the representation of luxury in cosmetics design are as follows: (1) Brand image or company image that is easily identifiable. (2) Each element of design contains a story. (3) The design is innovative and has exclusivity. In terms of functionality and effect/efficacy, the options are without number. However, luxury cosmetics stand as absolute with irresistible appeal. Cosmetics are used on a daily basis to make women beautiful. Women also carry around makeup products in their purse, which may catch people’s eyes. In light of this, the representation of luxury in a cosmetic design can be an extremely important element. VL - 3 IS - 2-1 ER -
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