Connecting people with experiential marketing

 

MUMBAI: If FMCG and consumer durable companies are getting aggressive on experiential marketing strategy to enhance customer base, taking this route in India is the world’s largest manufacturer of mobile handsets. The Indian subsidiary of Nokia Corp is set to roll out its experience zones in the Indian market in an effort to better connect with its customers using hi-end multimedia handsets.

 

Starting with a pilot in Delhi  a few months ago, the handset manufacturer has further fine-tuned and customised the Nokia experience stores adhering to the Indian clientele. “The company operates such experience zones in the international markets and has found them very effective. The same concept is being introduced in the country albeit with a few changes keeping in mind the Indian customers,” said Vineet Taneja, director, multimedia, Nokia India.

 

The company intends to launch 15-odd experience stores and the cities being identified include Chandigarh, Jaipur, Hyderabad, Bangalore, Mumbai and Chennai at a later stage. Not disclosing precise investment details Taneja mentioned that the local partner will be responsible for real estate and operations while Nokia will take care of creating the international experience environment.

 

Spread across 200 to 800 sq ft. area these stores will be set up in partnership with the company’s select few dealers across the key Indian metros.

 

The company also plans to open these experience stores adjacent to its existing Nokia priority stores with service centre facility. “This gives the customer a resource for buying entertainment content for his handset,” Taneja  said.