JellyCat: Marketing Strategies Based on Customer Emotions and Sentiment

Abstract

The exploration of consumer psychology within marketing has long been recognized as a fundamental aspect, with a particular emphasis on consumer emotions and sentiment. This study delves into the case of JellyCat to thoroughly investigate its marketing strategies, which are intricately intertwined with consumer emotions and sentiments. It offers practical insights and recommendations to address current deficiencies. Drawing from the 7P model, this paper integrates theories such as the Emotional Contagion Theory and the Expectancy-Disconfirmation Model to critically analyze JellyCat’s utilization of sentiment-based marketing across various dimensions: product, price, place, promotion, people, physical evidence, and process. Through a comprehensive examination of JellyCat’s approach, this study aims to provide valuable insights and guidance for similar companies, presenting actionable methods and recommendations to rectify any shortcomings in organizational operations. Furthermore, it seeks to identify key successes and valuable lessons learned, aiming to inform and inspire other companies seeking to enhance their marketing strategies in alignment with consumer emotions and sentiments. By leveraging these findings, companies can effectively cultivate stronger connections with their target audience and bolster their marketing efforts in a manner that resonates deeply with consumer emotions and sentiments.