Mind to Mind Marketing:

Literature Review

Submitted To:- Submitted By:-

Dr.Deepali Singh Aditi Saxena-2010MBA01

Prof,ABV-IIITM Alok kushwah-2010MBA02

Vipin Tomar-2010MBA29

Atal Bihari Vajpayee- Indian Institute of Information Technology

and Management, Gwalior, India
CONTENTS
1. INTRODUCTION
2. NEURO LINGUISTIC PROGRAMMING
3. BETTER MARKETING WITH MIND TO MIND MARKETING
4. LITERATURE REVIEW AND REFERENCES
MIND TO MIND MARKETING

INTRODUCTION

 Mind to Mind Marketing draws attention towards knowledge of Neuro

Linguistic Programming (NLP) and the extensive work to achieve a superior
way of communication with the customers, to establish mind-to-mind
connection with them and then try to influence their decision towards us.
It tries to know the customer behavior using sophisticated techniques such as
`mind modeling' and psychographic analysis; Mind to Mind Marketing shows
how it is really possible to develop a mind to mind relationship between
buyer and seller.
Mind to Mind Marketing tries to open the mind to the exciting possibilities of
the powerful new communication tools that are beginning to revolutionize
marketing thinking and practice.
MIND TO MIND MARKETING
Till now we are able to understand that mind to mind marketing is nothing
else but it is to identify our customer, understand it and then market your
product according to his need and your goal. For all that, the communication
between you and customer should be very focused and practical, ths here
arises the need of “ NLP (Neuro Linguistic Programming)” which teaches us
superior way to communicate with the customer and help us to read them.

Neuro Linguistic Programming (NLP)

What according to the experts:

"Neuro-Linguistic Programming is a connection between neurological processes

("neuro"), language ("linguistic") and behavioral patterns that have been
learned through experience ("programming") and can be organized to achieve
specific goals in life”

  Richard Bandler  and   John Grinder

Neuro-Linguistic Programming  (NLP) is a controversial approach to

psychotherapy and organizational change based on "a model of interpersonal
communication chiefly concerned with the relationship between successful
patterns of behavior and the subjective experiences (esp. patterns of thought)
underlying them" and "a system of alternative therapy based on this which seeks
to educate people in self-awareness and effective communication, and to change
their patterns of mental and emotional behavior"

Wikipedia

Thus Neuro-Linguistic Programming is a revolutionary approach to human

communication and personal development. It offer state of art skills and ways
by which one can change how he think and behave.
If one can focus on interpersonal communication and apply some aspects of
NLP to mainstream marketing function he can better understand the
customer an as we know if you understand his customer in a better way half
the job is done.

Some of key communication aspects of NLP are:

1.We need to understand the customers map of reality if we are to

communicate effectively that means- not just our marketing message, but if
needed we had to explain our whole basis of the business to the customer- so
as to satisfy him.

2. There should be a mind to mind bridge between you and the customer so
that you will be able to influence the customer’s perception.

3. The customer may cross check your words thus be precise with your as well
as your competitors product.

Here, an wonderful example how Neuro marketing helps to influence

customers mind is given below

Coke vs. Pepsi

In a study 67 people had their brains scanned while being given the "Pepsi Challenge",
a blind taste test of Coca-Cola and Pepsi. Half the subjects chose Pepsi, since Pepsi tended
to produce a stronger response than Coke in their brain's ventromedial prefrontal cortex, a
region thought to process feelings of reward. But when the subjects were told they were
drinking Coke three-quarters said that Coke tasted better. Their brain activity had also
changed. The lateral prefrontal cortex, an area of the brain that scientists say governs high-
level cognitive powers, and the hippocampus, an area related to memory, were now being
used, indicating that the consumers were thinking about Coke and relating it to memories
and other impressions. The results demonstrated that Pepsi should have half the market
share, but in reality consumers are buying Coke for reasons related less to their taste
preferences and more to their experience with the Coke brand.
Better Marketing with Mind to Mind Marketing
Mind to mind marketing teaches us certain steps, Principles and techniques
which contribute to better marketing.

 Understanding your customer

 Identifying his buying and other strategies
 Influencing customer behavior
 Psychographic segmentation of customer
 Customer database technology
 Brand appeal
 Understanding customer perception and creating aspiration.
 Corporate personality
 Creative marketing
 Goal setting
 Marketing linguistic

Now we understand these techniques with a real marketing strategy.

CASE: TATA MOTORS - INDICA eV2

All of us must have seen the advertisement of the just released TATA Indica
eV2, we now try to analyze that marketing strategy in the mirror of Mind to
Mind marketing.

I. Understand your customer: the TATA motors should have undergone

a research and find out that there customers are who- who are the first
buyers of 4wheelers.
II. Identifying his buying and other strategies :-Now these are the
peoples who are the most price conscious thus TATA have positioned
there vehicle smartly at range of 3.5 lakhs and provide all the basic
features like music system, nice two tone interiors etc.
III. Influencing customer behavior :-As this is the highly competitive
segment, they point out the most important feature and that is
‘AVERAGE’ of the vehicle and take a lead into that with average of
25kmpl.
IV. Psychographic segmentation of customer: - these are those people
who does not spend huge money on lifestyle or showoff they are very
price conscious and just rely on basic features.
V. Brand appeal :- They are now trying to make a good brand appeal by
just not focus on average but provide cosmetic changes into vehicle like
nice interiors, music system etc. So that to make there product a
complete brand.
VI. Creative marketing:-As the main feature of there product is average
they are doing correct by highlighting this but they also focusing on
other features, thus trying to make there product a complete brand.
LITERATURE REVIEW AND REFERENCES

MIND TO MIND MARKETING

By Harry Alder

"Neuro-Linguistic Programming is a connection between neurological processes

("neuro"), language ("linguistic") and behavioral patterns that have been
learned through experience ("programming") and can be organized to achieve
specific goals in life”

  Richard Bandler  and   John Grinder

Neuro-Linguistic Programming  (NLP) is a controversial approach to

psychotherapy and organizational change based on "a model of interpersonal
communication chiefly concerned with the relationship between successful
patterns of behavior and the subjective experiences (esp. patterns of thought)
underlying them" and "a system of alternative therapy based on this which seeks
to educate people in self-awareness and effective communication, and to change
their patterns of mental and emotional behavior"

Wikipedia

The search to undercover the unconscious mind and what motivates consumers
continues. Marketing to the Mind brings together a mix of psychology and
marketing perspectives into an approach that merits consideration.

Marketing to the Mind - Denise T. Smart,

Associate Professor of Marketing, University of Nebraska

Some of other references are

Book :mind to mid marketing by Harry Alder

Book reviews : Marketing to the Mind - Right Brain Strategies for Advertising and
Marketing

Economist (2004), “Inside of the mind of the consumer”,

Economist, Vol. 371 No. 8379, p. 12.

Herman, S. (2005), “Selling to the brain”, Chemical Reaction,

May, pp. 64-6.

Mucha, T. (2005a), “This is your brain on advertising”,

Business, Vol. 6 No. 7, pp. 35-7.

http://www.gizmag.com/go/7114/