making the most of a polarizing brand

POLARIZING

BRANDMake the Most o

f a

HOLA!

These slides were created as part of an internship under the guidance of Prof. Sameer Mathur www.IIMinternship.com

I am Prateek Rout&

1933Launched

Miracle Whip was launched as a less expensive alternative to mayonnaise. Its something like Mayonnaise.

It was also developed to be used as a less expensive salad dressing also known as a “boiled dressing”.

It was sold throughout the United States and Canada.

Product was less expensive

&Slightly-sweeter-

than-mayonnaise-

sandwich spread.

BUTAfter conducting a research on shopper’s attitudes toward the dressing, the marketers at KRAFT found surprisingly deep EMOTIONS.

SOME

LOVED IT HATED IT

MIRACLE WHIP is a POLARIZING

product

The company accepted the “fact”

&“Utilized” it

The company launched an

“Intensive Social Media

Campaign”

RESULTS631%

surge in Social Media 14 %

increase in

Sales

BRAND DISPERSION

It is a new metric used to measure polarization. Consider to hypothetical brands “A” & “B”. After a survey by their respective managers, the brands receive the following ratings: A = 3,4,5 & B= 1,4,7.

Mean scores of both the brands = 4.BUT

Brand A’s scores are clustered tightly together, but Brand B’s are widely dispersed. (1 brand lover & hater)

BRAND DISPERSIONResults:

Brand “B” is

POLARIZING

A Brand with a middling score, can be highly polarizing, with large number of fervent supporters

and passionate detractors canceling

one another out.

They also tend to be less risky- to exhibit

relatively little variation in stock price

Polarizing brands tend to perform poorly than

others

CAPITALIZING ON POLARIZATION

PLACATE YOUR HATERS

Try to change the hater’s

minds

Straightforward and

comfortable strategy

Create a larger pool of

potential buyers

Reduces negative word

of mouth

Betty Crocker brand, best known for cake mixes, icing, and other cook-at-

home dessert products.

Suffered due to rising concern about obesity, a consumer shift toward low-carb products, and criticism of food

industry marketing techniques.

In 2008, 4.5% of consumers could be classified as Betty

Crocker haters

In April 2009 it started a social network, MyBlogSpark, to promote Betty Crocker, putting up its own posts to defuse bloggers’ complaintsBetty Crocker became the first major brand to develop a gluten-free baking mix

It soon partnered with celiac disease foundations and started a website for consumers, liveglutenfreely.com By May 2011 the share of Betty Crocker brand haters had dropped to 2.8%

POKE

THE HATERS

Intentionally antagonizing the

brand detractors

Reinforces the brand’s connection with its most enthusiastic

costumersDefense mounted by fans

often sways neutral consumers into

becoming supporters

Adapted unusual cost

cutting measures

Each provocative announcement put the

company in the headlines and cemented its

reputation for going to great lengths to offer rock-bottom fares

AMPLIFY A POLARIZING ATTRIBUTE

Don’t narrow the

gap or reduce

hater’s rancor

Create products to amplify the

points of differentiati

on

STRONGER VERSIONAmplified POLARIZATION by Increasing

ENTHUSIASM Among its ARDENT FANS

CREATING

POLARIZATION

DRIVING A WEDGE IN THE MARKET

MAGNERS had converted the image

of its cider into a

iced-hip drink

Their sales increased as they specifically

targeted young professional crowd

DRIVING A WEDGE IN THE MARKET

Strongbow, its

competitor decided to invest more heavily in the core market, even if that meant losing newer consumers.In 2009 it launched an ad campaign with the tagline “Bowtime: Hard Earned,” featuring images of working-class drinkers hoisting glasses of Strongbow as a reward for a hard day on the job

SALES ROSE BY 23%

LAUNCH A PROVOCATIVE AD

FLO, from PROGRESSIVE INSURANCE was a super

peppy character in its

ads.

Though some adore

her, many used to

hate her

This negative reaction

increased its Brand Awareness and

Increased Sales

Some other

POLARIZING Brands in

INDIA

• Manufacturer and seller of Traditional clothes in India.• Disliked by a major chunk of western-wearing people.• Still holds the position of top 20 sellers in India.

• SBI launched a 'crorepati only' branch in Hyderabad. • The only criterion required to open an account in the branch is simple: a minimum opening balance of Rs 1 crore. That too only if you have an invitation from the bank.

• Obviously every Indian is not a “CROREPATI”…• So in my opinion SBI is polarizing to attract some wealthy persons.

TATA NANO: A BIG FAILURE

Solutions: Polarize the brand among the rich and the middle & lower middle class people. Launch an ad to make the middle & lower middle class people feel special and giving them a reason to buy it.