Factors generated via experiential marketing and itseffect on building brand equity

Abstract

Bangladesh is one of the fastest moving economies in the world right now. In this emerging market, FMCG industry enjoys one of the biggest perks as these inelastic fast moving consumer good have become a necessity for these people. Undoubtedly this industry is going to experience an impeccable growth in the days to come, but the strategies they adopt will set few apart from the rest. Currently for FMCG industry, experiential marketing plays a big role in creating a sustainable consumer value chain. It ultimately effects on the overall brand equity of the brand. This paper studies the factors generated via experiential marketing and their effect on building brand equity for such companies. In order to do that, primary and secondary research was conducted and survey data was collected via online. Using that data, several analysis was run with SPSS to reach the findings of the study. Furthermore, this paper also includes the limitations and further scope of study. Lastly, based on the findings of the survey, few recommendations were made to enhance future marketing campaign activities.