History of Smell Marketing of Organizations for Air Aroma

Question: Write about theHistory of Smell Marketing of Organizations for Air Aroma. Answer: Conclusion The concept of smell marketing or sensory marketing is used in the three organizations namely, Air Aroma, Starbucks and California Milk Processing Board. The three case study are analysed in the report and it has depicted that the effect of smell marketing has been positive for Air Aroma and Starbucks. The sales of Air Aroma had increased by 50% after the implementation of smell marketing concept and the sales of Starbucks had also increased after this unique concept was applied in the organization. On the other hand, it is evident from the case studies that the concept of sensory marketing was not profitable for the California Milk Processing Board (CMPB) when they launched the Got Milk campaign. The best feature of the marketing campaign of Air Aroma was the Point of Sale marketing theory applied by them in the billboards and display of the products, which helped the consumers in interacting with the product. The major step that increased the sales of Starbucks was the elimination of sandwiches from their menu so that the aroma of coffee is not overpowered by that of sandwich, which was affecting the image of the company. The wrong step that was taken by CMPB was related to the use of chocolate chip cookies in the advertisements for alluring people towards drinking milk. This advertisement hurt the sentiments of the people who were not able to afford cookies. Recommendations The strategies of Starbucks and Air Aroma were successful as they used their strengths to attract consumers. On the other hand, CMPB used a technique which was not entirely related to product or was not applicable for all types of consumers of the organization.