"BEING SPACE" in marketing

Ever seen people running towards that comfortable couch, the moment they enter a CCD or Barista outlet? have you ever wondered why a Shoppers's Stop showroom has used star, black and white images, defying and challenging the wisdom of conventional advertising. Ever wondered how stark and noticeable a change your own SBI has undergone in its internal settings and ambience?....And yes!!...Have you noticed the soft music being played in the background when you enter your own....Guess WHAT??....your own old SBI. Now I won't keep you guessing all the time.....I'm talking about the "being spaces" concept rapidly adopted by Indian Players.

Commercial living room like settings in the pupublic space, where catering and entertainment aren't just the main attraction, but are there to facilitate out-of-home, out-of-office activities like watching a movie, reading a book, meeting friends and colleagues, and so on. None of the sectors have spared themselves from the taste of being "being space" marketers.

Coca-cola launched in December Coca-cola red lounges, an interesting experience based on innovation, target teens in malls in Illinois and Los Angeles(source:Promoxtra). The lounge areas offer exclusive music, movie and games programming, custom built furniture, a plasma screen media hall and sound domes. This provides a perfect ambience for teenagers to relax in comfort, hang out with friends, socialize and enjoy great entertainment.

The competition isn't showing up in the retail sector alone but the service sector also is fast adopting the "being space". Indian software firm Infosys can be related to the being space example: Infosys combines work, child care and "being space".

Each day companies are coming up with newer and newer ways to appease its customer. Firms both abroad and in India are fast adopting to "being space" and many others have surpassed this stage and moved on to the next higher level of "brand space".