brand polarizing
TRANSCRIPT
Making the most of Polarizing Brand
Brand Dispersion
Starting the story…. Its something like this
Have you heard of Miracle Whip ?
Miracle Whip is sweet cream manufactured by Kraft Foods and sold out entire US and Canada.
Its like mayonnaise toppings.
In their research they found shoppers reaction towards the dressing, they found Deep emotions
Many loved it , and some just hate it
Miracle Whip is aPolarizing Product
The company decided to go for an intensive Social Media Campaign
How many lovers did Miracle Whip get
42653 after the campaign
numbers of haters 3081
This strategy made a huge progress
During the campaign Miracle Whip experienceda 631% surge in social media and14%increase in sales
So if a company acts smartly by Using the power of polarization in a right way it will surely make profits
Brand Dispersion
Customers attitudes have Traditionally relied on“mean’’ or ‘’net’’ scores.
A brand with 50% score Can highly be polarizing , with large numbers of lovers and haters.
Identifying these instances are very important
Because social media give high broadcasting to Their brand distractors.
To survive this type of Environment, new steps needs to be employed Called BRAND DISPERSION
Higher the % of brand loversAnd brand haters, the greater The POLARIZATION
Having a customers who Hate the brand Is also GOOD
Some companies have made progress and Increased sales by increasing the BRAND HATERS
Capitalizing on Polarization
If a brand shows high % of polarizationThese strategies are to be followed
Placate the haters
To solve this problem , one can try to change the hater’s mind
Brand managers who successfully Execute it , tends to reduce haters and gain positive buyers of the product
They followed this method In late 2000s,
General Mills took several steps to assuage the brand’s critics
To calm down the brand’s critics,
General mills , it started a social network, To promote brands in its portfolio
This led to promotion of Betty Brand , first brand to come up with , Gluten-free baking mix
By end of this campaign, Betty haters Came down to 2.8% from 4.5%
Poke the haters
Some companies succeed byIntentionally opposing the Brand detractors
By this it can create a chaos, brand can strengthen Its connection with its brand lovers,Brand lover get offended and they compel The haters to support the brand .
Amplify a Polarizing Attribute
Instead of reducing the gap or changing the mind of the customer
Some companies launch new products To extend or detailing the points of differentiation .
Story bring us to very successful example of MARMITE , a polarizing product since its Beginning because of its strong taste.
This is its tagline …. !!!!
Company in order to amplify it Launched a stronger MARMITE product For its enthusiastic fans…..
As When it comes to social media It brought the company a very good sales
Creating Polarization
There are few products Which are not inherently polarizedBut marketers want to introduce the polarized product to beat its competitors
Drive a wedge In the market
Some times being good can be dangerous
Which brings us to the case of Magner's cider
It converted its into a ICED-Hip Drink and It attracted youth at a large and salesIncreased drastically
Strong bow , its competitor decided to makeIts own play for the young professional crowd
In 2009 it launched an ad campaign withthe tagline “Bowtime: Hard Earned,”.
Their strategies worked wellAs the hipsters became the haters and ciders drinkers were intensified – polarization increased
In 2009, sales rose by 23%, beating overall cider market
Launch a provocative ad.
Flo, was hired for Progressive Insurance, a real person with a big personality
She was hated by many, and many loved her too as we can see it here
Butthe campaign and the negative reactionraised brand awareness and increased sales.
Social media can increase your no. of haters .Companies should take the right Opportunities from it
Created by : Anant Shankar Tripathi
SCAC, Pune
during an internship by
Prof. Sameer Mathur
IIM , Luchknow