Vijay Garg

Vijay Garg

Vijay Garg is a regular contributor of Imphal Times, mostly related with Education. Vijay is a resident of Street Kour Chand MHR Malout-152107 Distt Sri Muktsar sahib Punjab. Vijay Garg, Ex.PES-1 is a retired Principal from Government Girls Sen Sec school Mandi Harji Ram Malout -152106 Punjab. He is also the author of Quantitative Aptitude, NTSE , NMMS, Mathematics of XII, ICSE numerical physics and chemistry many more books.

Monday, 18 October 2021 16:20

The Impact of Modern Sensitive Marketing

Modern market places, sounds and smells are very rare accidents.  Most likely, they are the tools of an advanced psychological marketing strategy, called “sensory marketing” that is designed to win your loyalty and, most importantly, your dollars.
A Brief History of Sensory Marketing
The area of psychological marketing known as “sensory marketing” is an advertising strategy that seeks to hear, smell, taste, and touch to create an emotional connection to a particular product or brand.
Wants to appeal to one or all of the five human desires.
A successful sensory branding strategy measures certain beliefs, feelings, ideas and memories to create a brand image in the mind of the customer.  For example, if the smell of cacao spices in October makes you think of Starbucks, it’s no accident.
While the first retailers of humanity knew that the brain operated the key to the pocketbook, sensory branding dates back to the 1940s, when the market began to look at the perspective of advertising.  Printed posters and billboards are the main forms of visual advertising, focusing on the effects of different colors and traps in their research.  As television began to find its way into almost every American home, advertisements began to adapt to consumer sentiment.  The first TV to recognize a catch “jingle”.  The commercial is believed to be an advertisement for Colgate-Palmolive’s Axax Schuscher, which aired in 1948.
Noting the growing popularity of aromatherapy and its association with color therapy, the market began exploring the use of odors in advertising and brand development in the 1970s.
They found that carefully selected apples could make their products more appealing to consumers.  Recently, retailers have noticed that putting a few cents in all their stores can increase sales and increase the popularity of multi-sensory marketing.
How Sensitive Marketing Works
By engaging with people in a more personal way, sensory marketing is able to influence people in a way that traditional public marketing cannot.
Classical public marketing works on the belief that people - such as consumers - will behave “rationally” when faced with a purchase decision.
Traditional marketing assumes that consumers have considered solid product factors such as price, features, and usability in a systematic way.  Sensitive marketing, on the other hand, seeks to exploit the user’s life experience and emotions.  These are recognizable sensory, emotional, cognitive and practical aspects of life experiences.  Sensitive marketing assumes that people, such as consumers, act according to their own emotional feelings, only from their own impartial reasoning.  In this way, as a result of an effective sensory marketing effort, consumers can choose to purchase a specific product rather than an equal but less expensive option.
Sensitive marketing pioneer Ardhana Krishna wrote in the Howard Business Review in March 2015, “In the past, communicating with customers was fundamental - companies only talked to ‘customers’.  They are now becoming a multi-faceted conversation, giving their voices to the products and their explanations and advance responses to consumers. “
Sensitive marketing efforts to ensure sustainable product success:
Identifying, measuring and understanding users’ emotions
Identifying and capitalizing on new markets
Ensuring first and repeat purchases (brand loyalty)
According to Jehoun Gong, a professor at Iowa State University, consumers call different brands “the most memorable experiences” - “good and bad behaviors driven by storytelling and emotion.”  In this way, sensory marketers work to build emotional relationships that connect the customer to the brand.
According to marketing experts, consumers have tried to apply human-recognized-preferred individuals to brands, with the expectation of closeness and brand, lasting loyalty.  Most brands are considered “honest” or “interesting” people.
“Well-wishers” brands such as IBM, Mercedes-Benz and New York Life are considered conservative, established and healthy, while “interesting” brands like Apple, Abercrombie and Fitch and Ferrari are seen as imaginative, bold and trendy.  Settings In general, consumers form longer lasting relationships than promotional brands.
Looks and colors in marketing
Of course, before they got into the advertising industry, people were choosing their assets based on what they saw.  With the eyes, which make up two-thirds of all the sensory cells in a person’s body, sight is considered to be the most important of all the human senses.  Sensitive marketing looks at the scene to create a brand identity and create a memorable “visual experience” for consumers.  This visual experience extends from product design to packaging, in-store and printed advertising.
The design of a product makes its mark.  A brand’s design can reflect trend-setting innovation, such as Apple or a trusted tradition, such as IBM.  The development of Virtual History (VR) devices is now allowing experienced marketers to create better user experiences.  For example, Marriott Hotels has launched a ‘new’ teleporter ‘VR’.  The glasses allow potential guests to see and “experience” sightseeing and sounds before traveling.
Any aspect of product design is now missing the point, especially color research shows that up to 90% of all purchasing decisions depend on the colors of the brands or the branding alone.
Other studies have shown that brand acceptance largely depends on the compatibility of the colors associated with the brand - does this color “fit” the product?
Over time, special colors are usually associated with special qualities.  For example, brown with restlessness, red with excitement, and blue with certainty and reliability.  However, the purpose of modern sensory marketing is to choose colors that reflect the brand’s preferred personal personality rather than dealing with such sharp color outfits.
Sound in marketing
Together with sight, 99% of the radio and television inventions offered to consumers can be used more extensively in marketing, increasing the awareness of sound music as human beings establish and express their identities.  Use speech for.
Today, the brand spends a huge amount of money and time choosing music, jingles and spoken words that will engage consumers with their products.  For example, large retail stores such as Gap, Bed Bath & Biode and Outdoor World use custom star music programs to appeal to their pre-existing customer experience.
Abercrombie & Fitch knows, for example, that their smaller customers spend more money playing big dance music in-store.  As Emily Antheas of Psychology Today writes, “Shoppers make more sensible purchases when they are over-stimulated. Loud noise leads to sensory overload, which impairs self-regulation.”
According to the Harvard Business Review, the well-known Intel “Bong” is played anywhere in the world once every five minutes.  The simple five-note tone, and the memorable slogan - “Intel Inside” - have helped make Intel one of the world’s most recognized brands.
Smell in marketing
Researchers believe that there is a strong sense of smell associated with the sense of smell, which affects more than 75% of our emotions caused by illusions.
Today’s fragrance industry focuses on perfecting perfumes for the brain, in particular, the brains of consumers.  According to Harold Vogt, co-founder of the Accent Marketing Institute in Scarsdale, New York, at least 20 suicide-marketing companies around the world are developing skepticism and aroma for companies to increase their marketing and brand recognition with customers.  To be reapplied.
Over the years, the Fragrance Foundation says the consumer fragrance industry has grown into a billion-dollar business.  The list of fragrance products they offer ranges from sanitizing agents and toilet paper to toothpicks and toothbrushes.
In addition, the trade publication Drug and Cosmetic Industry reports that the perfume industry is also moving into the indoor environment using aromatherapy infusion techniques.  Natural and chemical substances are released into the air to improve feelings of well-being and enhance human performance.
Second conditioning systems are now found in homes, hotels, resorts, healthcare institutions and retail stores.  Guests at the Magic House at the Epicot Center in Walt Disney World, Florida, are comforted by the smell of freshly baked chocolate chip cookies.  Customers with in-house bakeries and seated kitchens such as Starbucks, Dickinney’s Donuts and Mrs. Fields Cookies recognize the importance of freshly brewed coffee to attract customers.
Does the work smell?  Andret marketing researchers say the delicious flavors of lavender, basil, cinnamon and citrus are relaxing, while peppermint, thyme, and rosemary are powerful.  Ginger, alcohol, coconut, and chocolate promote romantic feelings, while roses promote positivity and happiness.  Another recent study found that the smell of oranges was drawn to calm the fears of dental patients waiting for the main procedure.
Stephen Floridian Waters is in the spotlight at the Singapore Airlines Sensitive Marketing Hall for its patent accent.  Stephen Floridian Waters, now a registered trademark of the airline, is used in perfumes used by flight attendants, mixed in hotel towels next to Totef and spread across the cabins of all Singapore Airlines companies.
Taste in marketing
Taste is considered to be the closest to the senses, mainly because it cannot be tasted from a distance.  Taste is considered to be the most difficult to understand, as it is much wider than each other individually. Researchers have found that 78% depend on our genes.
This has been tried despite the difficulties of creating a public “taste appeal”.  In 2007, Swedish food retail chain City Gauss launched Cruiser Bag, which distributes beds, beverages, sandwich spreads and fruit directly to customers’ homes.  As a result, Citi Gross customers felt a more intimate and memorable relationship with branded products than with branded products, which use more traditional marketing strategies, such as coupons and discounts.
Touch in marketing
The first rule of the retailer is “get the customer to place the product.”
As an important aspect of sensory marketing, engagement enhances customer engagement with branded products.  According to the Harvard Business Review, products that contain physical substances can create a sense of ownership, “must have”. Decisions to buy.  Causes quitting, leading to feelings of peace and well-being.
With a sense of taste, tactical marketing cannot be done at a distance.  It is therefore essential that the customer interact directly with the brand, usually through the store experience.  This has led many retailers to display non-boxed products on open shelves rather than in closed cases.  Large consumer electronics retailers such as Best Buy and the Apple Store are known to motivate shoppers to handle high-end items.
In addition, research published by Harvard Business Review shows that genuine interpersonal contact, such as hand-to-hand selection or a lighter belly on the shoulder, leads people to feel safer and spend more money.  For example, studies have shown that waitresses who touch dinner are serving those who earn more in tips.
Multi-syndicated marketing success
Today, the most sensitive marketing campaigns appeal to many senses.  The more lists are appealing, the more effective branding and advertising will be.  Two major brands are mentioned for multi-sensitive marketing campaigns such as Apple and Starbucks.


Sunday, 17 October 2021 17:47

Need to enhance Quality education

Our education should be based on holistic development.  To make it creatively based rather than rut learning, practical training needs to be encouraged.  Numerous studies have concluded that education and public welfare are key indicators of economic growth.  Although economic progress has been made in the last three decades, schooling has been neglected with due regard.  The Indian education and social system became obscure towards children and their feelings, thoughts and desires were set aside.  At the age of three, the practice of pressuring children to study began.  Children who fail to learn are viewed with harshness and hatred by family and society.  Unfortunately, most school education is one-dimensional and children’s scores are taken as a measure of progress.
Quality education and teachers have become a missing link in the Indian education system.  However, over the years, efforts have been made at various levels to modernize the RIA ... On the occasion of the Education Festival, Prime Minister Modi emphasized the need to continuously define and design the teaching-learning process.  Should, so that Indian education becomes world class ... The Prime Minister launched the National Digital Architecture, which will bridge the existing inequalities along the way and at the same time promote modernization.  In addition, Indian Sign Language Dictionary, Audiobooks for the Blind, CBS’s School Quality Assurance and Assessment Framework and Loyalty Teacher Training Program for Nipun Bharat and Vidyanjali Portal have been launched.  Successful implementation of these programs will make our education system globally competitive, as well as prepare young people for the challenges of the future.
Such changes will not only be policy-based, but will also ensure participation in the preparations for the implementation of the new National Education Policy.  In the midst of the unprecedented challenges of the Kuwait era, the education system underwent major changes and plans, online classes and exams were conducted accordingly.  Which was not even imagined before .. Technology is the basic part of progress today.  It allows us to teach and evaluate with new skills.  Therefore, there is a need to redefine public policies, commit to long-term commitments and adopt a planned approach to the future.
Our education should be based on holistic development, it should be based on creativity instead of rubbish.  For this, practical education needs to be promoted.  India has begun to see schooling as an important strategic investment.  Universal quality education depends not only on the performance of teachers, but also on the shared responsibility of government, schools, teachers, parents, media, civil society, institutions and the private sector.

A petition filed by a Tamil Nadu student in the Delhi High Court against the excessive admission of Kerala Board students in Delhi University is again exposing the examination system.  Students taking admission in popular Honors courses- Political Science, Sociology, History, Geography, Economics, Commerce etc. of reputed colleges of Delhi University- Hindu College, Ramjas College, Hansraj College, Kirori Mal College, Miranda House and Shri Ram College of Commerce etc.  The list of the last few years is full of students from Kerala.  This year’s case of the Department of Political Science of Hindu College is the most interesting.  There, a total of 20 seats were to be admitted under the unreserved category, but 26 students had to be admitted because all had 100 percent marks.  All these students have got 100% marks from Kerala Board.
This year, 234 students of Kerala Board have secured 100% marks and 18,510 students have secured highest A grade.  There, only one CBSE student has secured 100% marks.  This year 700 students of Kerala Board have applied for Delhi University with 100 per cent marks in the Best Four (on the basis of which the cut-off is determined).  Also the total applicants of Kerala Board are 4,824 out of which the majority marks 98 percentile or more.  In Delhi University, this trend has gradually increased in the last three-four years.  As a result of this, this year the cut-off for more than 30 courses in more than 10 colleges has gone up to 100%.  Anyway, these students who get 100 percent marks have very little understanding of the subject.  That is why these students are able to pass in the Delhi University examinations in any way.  The above facts make the evaluation system of school education questionable.
Waiting for the Supreme Court’s decision regarding Devangana, Natasha and Asif
Delhi University is a central university.  Students of every state and board of the country have the right to take admission in it.  A student cannot be neglected or deprived on the basis of region, religion or board, but it is equally true that no one should get the illegitimate advantage of studying from a board or being a resident of a particular state, because  This takes away the rights of other eligible candidates.  The victims of the strict evaluation system of the Uttar Pradesh Board are examples of this.  In fact, the unaccounted numbers are playing with constitutional obligations and the future of the young generation.  This will lead to a similar trend in other boards.  They will also be on the easy path of getting maximum number of students from their boards into prestigious institutions of the country like Delhi University by giving maximum marks.  Due to this the education system and evaluation system will collapse.
The Kerala Board or its students may be at the center of the recent controversy, but for nearly a decade, the trend of liberal evaluation and excessive marks has been visible in CBSE as well as many other boards.  This is extremely worrying.  The increasing importance of mark sheets in life has created many challenges.  First of all, it has taken away the pleasure of reading and teaching.  Instead of learning and understanding, the focus has shifted to scoring marks.  This has put immense pressure and stress on the students.  If a student is not able to score very good marks in the board examinations, then his parents start worrying about his life being ruined.  These numbers not only give them the assurance of success and possibilities, but also increase their social standing.
There is no scope for the development of creativity, critical thinking and analytical ability in this number-centred arrangement.  The whole country is in the grip of this rat race.  No one wants to hear and understand the saying that ‘even after winning the rat race, you remain a mouse.’  Well, nobody has anything to do with it.  The attention and goal of parents, society, educational institutions and the government is to register maximum marks in the child’s mark sheet.  Due to this, from parents to teachers, schools and students themselves are in great difficulty.  Therefore, all mental disorders like depression and thoughts like suicide are increasing continuously among the students.
The perverse competition to score maximum marks has robotized the students, parents and teachers.  Hundreds of students are scoring 100% marks in the board exams.  Students who score 100 per cent or more are proud of their own omniscience.  They have no desire to learn or do anything new.  It needs to be fixed immediately.  For this, a level-playing, inclusive and uniform evaluation system will have to be implemented across the country.  Continuity and integrity are essential in evaluation.
Recently, the Ministry of Education has approved the proposal of the National Testing Agency (NTA) to conduct centralized examinations for admission to all central universities.  This will solve the problem to some extent, but there is a possibility of increasing the trend of coaching etc.  Along with this, there is also a need to provide higher education in mother tongue.  Concrete provisions have been made in this direction in the National Education Policy-2020.


Many parents who faced financial problems due to Covid-19 have shifted their children to government schools from private schools. The primary reason for the same is the high fees being charged by private schools.
Many parents feel that since classes are being conducted online during the pandemic, the school fees shouldn’t be this high.
Why are students shifting from private schools to government schools?
With most schools closed in lockdown 2020, there has been an impact on the education of children. Since schools all over India had to shift to online education, parents had to arrange a laptop or a smartphone with unlimited data as well alongside giving tuition fees to the school for teaching online.
Another reason that goes beyond the health consequences of Covid-19 is that the pandemic caused job losses and economic hardships for millions. Migrant workers were forced to return to their native places due to lack of jobs and thousands of employees in even big companies lost their livelihoods.
In Gujarat, 2.82 lakh students have shifted to government schools from private schools in the academic year 2021-22 as per the state education department.
Similarly, in Delhi, 1.58 lakh students moved from private schools to government schools.
Likewise, an official of the senior education department of Telangana said that 1.25 lakh students from private schools have moved to the state government schools for the 2021-22 academic year, i.e., a 40% jump compared to the previous academic year ending 2021.
Two lakh students shifted to government schools from private schools in Haryana.
According to the state education directorate data of Madhya Pradesh, 1,29,126 students made the move in the period of April to September 2021.
In Punjab, 1,85,480 students shifted from private to government schools during the pandemic.
In UP, the enrolment in government schools increased by around 5% at primary and upper primary levels during Covid-19.
Other reasons for the shift
Many parents think that children will get a good education in government schools and get certain facilities and this is another reason they are making the shift.
For example, in Haryana and Rajasthan, the government announced the decision to distribute free tablets and laptops that cuts down the digital divide seen in India during the pandemic.
In Andhra Pradesh, a flagship scheme called ‘Jagnanna Ammavodi’ is was launched by the government, under which, Rs.15000 is being given annually to the mothers of students who are studying in Classes 1 to 12 in government schools.
Another pertinent point is that government schools are improving their infrastructure from previous years and teachers are also interested to teach the students.
State govts face a challenge
The challenge in front of the state governments now is how they would handle the increased number of students in government schools and maintain the standards of the infrastructure and teaching to prove to parents that they did the right thing by shifting their kids to government schools.
Students who have made the move and the government school teachers will both face new challenges in adjusting to the new environment.
On the other hand, private schools feel that this would impact their finances and their teachers may lose jobs. They also feel this move by so many students across India might be only temporary as the education standards of government schools aren’t believed to be as strong as that in private schools.
So, government schools now have to prove their worth by building up their teaching standards and infrastructure.

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