Making the Most of a Polarizing Brand
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- 1. Heard of it ??
- 2. Too Many Lovers Too many Haters
- 3. Then what should be the Strategy??
- 4. Know the share of voters who can never be persuaded to vote
Focus on how to approach under decided voters
- 5. Net Scores can be misleading
- 6. High polarizing brands Polarizing Brands Perform poorly Are
more risky
- 7. Brand Dispersion
- 8. Brand haters can BOOST sales. Your most unhappy customers
are your greatest source of learning. Bill Gates
- 9. Capitalizing Polarization
- 10. Placate Haters Try to change their mind
- 11. Negative word of mouth can greatly influence neutral
consumers
- 12. POKE the haters
- 13. among Amplifying the point of differentiation bolsters
loyalty among diehard fans polarizing attribute
- 14. Creating POLARIZATION To make it stand apart from a crowded
field
- 15. Drive a Wedge in the Market Segmentation can increase
polarization in the market which can boost the revenues
- 16. Launching Provocative Ads Negative reaction based awareness
can increase sales
- 17. Skin Lightening Creams
- 18. Skin tone has nothing to do with the attractiveness of a
person Creates insecurity and feeling of inferiority in dark
skinned people Perpetuate a cultural myth about the aesthetic and
social superiority of fairer skin. Makes people more self hating
Harmful chemicals like mercury which causes skin cancer Too many
Brand Haters
- 19. But still too many lovers Brand endorsement by famous
celebrities Myth of fairer people being more superior Peoples
strong desire of becoming fairer
- 20. Fair & Lovely Ad
- 21. What has success to do with fairness?? New level of
stupidity defined! These life transformation stories work no longer
Innovation is required to capture customers imagination rather than
telling them imaginary Bollywood stories
- 22. Low product quality Poor customer service Brand Dislike
Functional issues Keypad, Adapter Is cheap Innovation and new
technologies Dell
- 23. Some Customer Reviews on Twitter
- 24. People prefer coke over Pepsi No Corporate Social
Responsibility People complains about recruiting policy Too much
sugar, harmful for health Ads are a source of embarrassment
Quintessential American brand, people who want to condemn the
American way of life target these brands Pepsi
- 25. Research can be carried on different SECs, different age
groups to identify key reasons for brand dislike/hate and identify
barriers of brand adoption Exploring new channels of 2-way
communication online to address brand dislike. Develop channels
where the consumers can emotionally connect with the brand. For
example, Kleenex with its 'let it out' campaign Feedback: Allow
consumers to provide feedback about products and services by using
corporate blogs, twitter page, facebook presence etc.
Recommendations
- 26. Disclaimer Created by Palak Goyal, IIT Kharagpur as a part
of internship done under the guidance of Prof. Sameer Mathur, IIM
Lucknow IIMInternship.com