Emotional Branding: The New Paradigm for Connecting Brands to People

Haykaz Galstyan

28.03.2013

Scientific adviserN. Porotnikova

Student of group №420

Lecturer of EnglishA. Khotinskaya

Structure

• Background

• Problem statement

• Methodology

• Leisure area in Moscow region

• World leisure centers

• Results anticipated

Current field

Experiential marketing - is a tool for building an emotional connection between the product (brand) and consumers in the event (performance,

presentation), proposals organized by the company.

EM connects with

Culture

History

Mentality

Purposes of the research

Objectives

Primary aim

Comment

Develop the basic elements of leisure center concept in Moscow world class suburbs

1

2

1. Explore marketing experiences and emotions and their impact on human decision;

2. Analyze the leisure business in Russia;

3. Identify and describe the basic elements meeting the request of a consumer.

Methodology

Methods

Interviews

Social survey

Observation

Moscow is a megalopolis, we have opportunity, to choose the place, where we can go to have a restCinema Restaurant & Cafe

Amusement park Clubs

Cinema halls

Shopping centre

Cinema

374, 71%

156, 29% 530

2422.5

19

2.5

USA Moscow EU Russia

Cine

ma

halls

/100

000

man

530 cinemas in Moscow

Fast-food

59%

212181

67

4.3R&C/

100

000

man

USA EU Moscow Russia

18%

14%9%

Rest. Cafe Others

9000 R&C in Moscow

ParkTotal investments

volume Investor

Sokolniki

Gorkyi

Disney Land

2 billion $

400 mil $

500 mil $

Roman Abramovich

Agalarov Group

Lotte Group

500 clubs in Moscow

Night clubs

51%

13% 4%2%

Entertaining centers

Bowling Strip-tease

30%

Others

We choose 7 best leisure centers of the world

66096Is buildingAbu-DabiUAEFerrari World

Abu Dabi

34037All yearDubaiUAEStar gate

202001217All year30 km from

OrlandoUSADisneyland

1,83020April-

Ocotober30 km from ParisFranceAsteriks Park

410065All yearOn the border of

Germany and France

GermanyEuropa Park

340115All year50 km from

BarcelonaSpainPort Aventura

12,550194All year30 km from ParisFranceDisneyland

Attendance(mil)

Number of attractions

Square, hectares

Work timeLocationCountryLeisure centers

Interim results

• Square: 2000 hectares

• Copy of the world map

• Main world sights

• Real architecture

• Real atmosphere

Pros

Private town (park-town)

Ability to see the world in a few hours (Park is the model the

world)

Conduct your time with pleasure and fun

Cons

Infrastructure

Huge investments

Climatic conditions

Q&A

Thank you very much for your attention. Please, your questions.