Innovation express by godrej lockss is called as “Experiential Marketing” Because Godrej Locking Solutions and Systems wanted their shoppers to experience their innovative range of products through their new experience zone. The experience zone is a van that travels around the country to reach out to their target audience who consist of key architects, interior designers, builders, contractors, retailers and customers.

1. CASE STUDY;
THE ROAD
LESS
TRAVELLED.
BY- RAJAT SHARMA
MITAKSH ROHELA
TARUN KHULLAR
CHARU BANSAL
HARSHIT GARG
(MBA 3RD SEMESTER)
( SECTION-A)
Date: 25th Sept, 2020.

2. Q.1) WHY IS THE INNOVATION EXPRESS BY
GODREJ LOCKSS CALLED “EXPERIENTIAL
MARKETING”?
Soln. Innovation express by godrej lockss is called as “Experiential
Marketing” Because Godrej Locking Solutions and Systems wanted their
shoppers to experience their innovative range of products through their
new experience zone.
The experience zone is a van that travels around the country to reach out
to their target audience who consist of key architects, interior designers,
builders, contractors, retailers and customers.
“Companies in the industrial products space are taking their sales pitch
right to their customers’doorsteps — industrial areas and factory
premises — to create a connect with potential buyers and generate
buzz.” – From case study.

3. Q.2) WHAT IS BETTER FOR A B2B MARKETER, A
FLOAT OR A SHOWROOM AND WHY?
Soln. A float is better because it allows
“the company to showcase its products directly to the influencer group,
architects and interior decorators.” – From Case study.
One could have all the technical details about the products straight from
the producer and could have generate a better sense of their delivery
schedule. One can also save cost and can cover more audience with
float.
Whereas;
A Showroom Would be a bad option as;
“You ask questions and the shopkeeper simply hands over brochures and
tries to divert you to other brands.” – From Case study.

4. Q.3) NAME 2 MEDIA VEHICLES THROUGH
WHICH IT IS TOUGH TO REACH THE B2B
CUSTOMER AND EXPLAIN WHY?
Soln. “Advertising on television and radio gets dissipated as does
communication through regular print publications.”
– From Case Study.
WHY?
“Due to the rise of online media options & limited access to resources”

5. Q.4) WHAT COMBINATION OF MEDIA
VEHICLES WAS USED BY SIEMENS IN ITS
PRODUCTIVITY TOUR CAMPAIGN?
Soln. “Local PR agencies and outdoor advertisements help spread the
word about the tour, which intensifies through word-of-mouth once the
MEC reaches a location.”
– From Case Study.

6. Q.5) GIVE 2 REASONS WHY HAVELL’S
FLOAT CAMPAIGN WAS SUCCESSFUL.
Soln. “The Havells truck showcases a limited range of products and has
a qualified person on board to answer all questions and explain features.
Havells says it can track several advantages to the initiative. Lead times
have come down from seven-eight months to four-five months.”
– From Case study.

7. THANK YOU!!