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