Orchestrating an experiential value proposition : the case of a Scandinavian automotive manufacturer

Abstract

PURPOSE : This paper aims to advance the theoretical knowledge of how manufacturers develop a multisensory value proposition. DESIGN/METHODOLOGY/APPROACH : An exploratory case study with a global automotive manufacturer was conducted. Personal in-depth interviews with key informants within a manufacturer were performed to obtain in-depth knowledge and insights on how the manufacturer plans and designs a value proposition. FINDINGS : This paper reveals how a value proposition is created from a sensory marketing perspective, which includes orchestrating the sensory experience, harmonising sensory cues to ensure they provide a consistent experience, thereby providing a memorable experience. PRACTICAL IMPLICATIONS : Understanding how to offer value might assist managers in tailoring a unique experiential value proposition to position the brand. ORIGINALITY/VALUE : This paper proposes a theoretical framework, enriching the understanding of the underlying mechanisms used to create an experiential value proposition. The framework illustrates that harmonising sensory cues based on brand-related stimuli fosters a memorable experience, which enables consumers to (sub)consciously infer value.