Mentoring is the process of shaping consumer beliefs and desires directly. Marketing works subliminally making the consumer like the product and creating a desire to buy it. In direct selling, there is an offer. In marketing, there is acceptance. Mentoring leads to product experience and a little encouragement to create a lasting impression on consumer mind.

Many products are marketed by mentoring. Wines, spirits, microwave oven, olive oil — all these are being sold by mentoring. J0hnnie Walker scotch in India has been launched by calling select invitees to a journey of taste in five star hotels. These are mentoring sessions involving 12300 people. J0hnnie Walker had to justify its premium nature against brands such as Teacher’s Whisky.

The mentor model has been practised in the US. It is necessary to change the image of Scotch as a drink for ‘ oldies ‘ to one meant for youngsters. Leo Burnett could register 1000 attendees per month in the first year of implementation.

Customer mentoring is best option when advertising is not allowed legally.

Mentoring may not be target-specific and it is a big risk. Freebies at the mentoring session also affects its effectiveness. Despite this, wines have been successfully mentored to women by approaching women’s clubs and ladies wings of chambers of commerce.

Mentoring is helpful in introducing new or unique products. Marico opted for mentoring while introducing olive oil. A food expert conducted cooking sessions for prospective customers.

Mentoring has  long been used by cosmetics companies. Mentoring is not only useful for niche products but also for concept selling. Bajaj Electricals used mentoring to sell microwave ovens by targeting housing societies inviting 20-25 housewives for product briefing and demos. The sessions were guided by cooking experts.

Mentoring has still to assume a structured form. It is still a hit or miss affair.