Abstract
Experiential marketing demonstrates the benefits of a product by allowing consumers to experience it in a meaningful way. For Polaris India—which faced the daunting task of carving out a local market for an unfamiliar product perceived as a luxury item and whose price was adversely affected by import taxes and currency fluctuations—this strategy created enough demand to generate substantial revenues. The company's experiences offer valuable lessons on how to exploit the opportunities that experiential marketing offers, particularly in circumstances where traditional sales approaches fail.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
