Make the most of a polarizing brand
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The final assignment 4 of an online marketing internship by Prof. Sameer Mathur of IIM Lucknow is an in-depth presentation report on a HBR Harvard Business Review Article Titled "Make the most of a polarizing brand" by Xueming Luo, Michael Wiles, and Sascha Raithel
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Make the most of a polarizing brand
- 2. OUR JOURNEY BEGINS . . . .
- 3. . . . . WITH A MARKET RESEARCH STUDY
- 4. KRAFT MARKETERS RESEARCHED SHOPPER’S ATTITUDES TOWARDS THEIR SLIGHTLY-SWEETER- THAN-MAYONNAISE SANDWICH SPREAD
- 5. “WHAT DO YOU THINK OF MIRACLE WHIP ?“
- 6. SO MANY, LOVEDIT & AS MANY, HATEDIT
- 7. THE COMPANY HAD A POLARISING PRODUCT
- 8. “SO WHAT IS A POLARISING PRODUCT ?“
- 9. PEOPLE ADOPT EXTREME OPPOSING POSITIONS IN THE NAME OF ADOPTING A BRAND
- 10. HOW IS IT BENEFICIAL ? HIGHLY POLARISING BRANDS HAVE - LOYAL CUSTOMERS LESS RISK INVOLVED IN MARKET INVESTMENT
- 11. “SO WHAT DID KRAFTS DO ?“
- 12. WHEN THE COMPANY REALIZED IT HAD A POLARISING PRODUCT
- 13. KRAFTS LAUNCHED AN AD CAMPAIGN WITH LOVE-EM-OR-HATE- EM CELEBRITIES HAVING OPPOSITE VIEWS OF THE PRODUCT
- 14. THE STRATEGY WORKED 631% SURGE IN SOCIAL MEDIA POSTINGS 14% INCREASE IN SALES
- 17. BRAND DISPERSION
- 18. “WHY IS BRAND DISPERSION IMPORTANT?“
- 19. MARKETERS TRY TO UNDERSTAND CONSUMER’S ATTITUDES USING “MEAN” OR “NET” SCORES
- 22. A MIDDLE SCORING BRAND CAN BE HIGHLY POLARIZING EQUAL & LARGE NUMBER OF FERVENT SUPPORTERS & PASSIONATE DETRACTORS
- 24. SOCIAL MEDIA GIVES HATERS OUTLETS FOR BROADCASTING DISLIKE
- 25. “SO HOW DO WE FIND BRAND DISPERSION?“
- 26. GREATER POLARIZATION IS EQUAL TO 1. HIGHER % OF BRAND DEVELOPERS AND LOVERS 2. HIGHER STANDARD DEVIATIONS
- 28. IF YOUR BRAND HAS A HIGH DEGREE OF POLARIZATION USE THESE 3 TECHNIQUES
- 30. PLACATE THE HATERS TRY TO CHANGE THE HATER’S MINDSET REDUCES NEGATIVE WORD OF MOUTH & CREATES POTENTIAL BUYERS
- 34. BETTY CROCKER TOOK STEPS TO ASSUAGE ITS CRITICS MyBlogSpark GLUTEN-FREE MIX CELIAC DISEASE FOUNDATIONS liveglutenfreely.com
- 35. POKE THE HATERS
- 36. POKE THE HATERS COMPANIES ANTAGONIZE BRAND DETRACTORS CREATES BUZZ RECONNECTS WITH ENTHUSIASTIC CUSTOMER
- 37. EXAMPLE RYANAIR
- 39. PROVOCATIVE ANNOUNCEMENTS PUT IT IN HEADLINES & CEMENTED ITS REPUTATION OF OFFERING ROCK- BOTTOM FARES
- 41. AMPLIFY A POLARIZING ATTRIBUTE COMPANIES CREATE NEW PRODUCTS THAT AMPLIFY POINT OF DIFFERENTIATION TO BOOST LOYALTY & REVENUE FROM DIEHARD FANS
- 42. EXAMPLE MARMITE
- 43. TAGLINE - LOVE IT OR HATE IT
- 44. TO AMP UP ENTHUSIASM AMONG ITS MOST ARDENT FANS IT LAUNCHED ….
- 47. TO STAND APART FROM A CROWD AND DIFFERENTIATE FROM COMPETITOR, MARKETER MAY WISH TO INTRODUCE POLARIZATION 2 TECHNIQUES ARE AS FOLLOWS
- 48. DRIVE A WEDGE IN THE MARKET
- 50. DRIVE A WEDGE TRYING TO BE ALL THINGS TO ALL PEOPLE CAN BACKFIRE DO MARKET RESEARCH AND TARGET SPECIFIC SEGMENTS
- 51. A STORY FROM THE AESOP’S FABLES
- 54. STRONGBOW INVESTED HEAVILY IN THE CORE MARKET AND LOST NEWER CUSTOMERS LAUNCHED AN AD CAMPAIGN “BOWTIME: HARD EARNED”
- 55. THE STRATEGY SUCCEDED ITS APPEAL AMONG TRADITIONAL DRINKERS INTENSIFIED AND FELL AMONG HIPSTERS AS POLARIZATION INCREASED SO DID SALES
- 57. LAUNCH A PROVOCATIVE AD TO INCREASE VISIBILITY MARKETERS RUN ADS ALL BUT DESIGNED TO TURN OFF A CERTAIN SHARE OF VIEWERS
- 60. PROGRESSIVE MADE FLO A REAL PERSON WITH A BIG PERSONALITY AND MANY FOUND HER ANNOYING NEGATIVE REACTION RAISED BRAND AWARENESS AND INCREASED SALES
- 61. WHETHER YOU LOVED HER OR HATED HER YOU JUST COULDN’T IGNORE HER GOLDEN RULE – NO PUBLICITY IS BAD PUBLICITY
- 62. SOCIAL MEDIA
- 63. THERE ARE BRAND WARS HAPPENING ON SOCIAL MEDIA BETWEEN DIFFERENT BRANDS, AND BETWEEN THEIR LOYAL CUSTOMERS IN REAL TIME
- 68. RECAP
- 70. IN CONCLUSION BRANDS BENEFIT FROM INCREASED - CUSTOMER LIFETIME VALUE, SALES AND BRAND AWARENESS
- 72. DISCLAIMER Created by Bhavnoor Singh, IIT Roorkee, during a marketing internship by Prof. Sameer Mathur, IIM Lucknow. (See www.IIMInternship.com )