polarizing

Polarization?

in marketing, in essence, is

when a person/product/service creates such a

that they

draw in a group of fans, but run the

Mike Tyson

polarizing in marketing!

Polarization?

Brand Dispersion

Love it! Hate it!

Dispersion captures the covert in

evaluations of brands among consumers who

the brands, which would affect an investor’s

decision to buy or sell a stock.

The higher the dispersion,

cross-consumer ratings of the brands

MOST POLARIZED

LEAST POLARIZED

McDonald’s

Starbucks

BP

T Mobile

Coca Cola

Nike

Microsoft

Apple

Acer

Air France

EasyJet

Luftansa

FEDEX

Intel

Amazon

Polarizationof selected

brands

Polarization

Polarization

Love Hate

Zone of Mediocrity

Here is good!Here is good! Here you’re screwed!

Low Polarization

High Polarization

Polarization

1. Placate the Haters

oIn 2003, worms were found in a Cadbury product

oThe heat of negative publicity melted Cadbury's sales by 30 per cent

in 2weeks - “ No infestation at manufacturing stage”

o3 months later, ad campaign featuring and a

oSpent Rs 15 crore to import machinery

oCompany launched ‘Vishwas’, an initiative to educate 190,000 retailers in

key states

o Indian viewer’s vernacular proclivities

o Cricketing Knowledge in all age groups

o Celebrity Influence

o Cheerleading

o Allegations of poor corporate governance

o Match fixing

o Misappropriations

o Countries which are banned from participating

Mauka Mauka Ads

Twitter & Players

Social Media & Fans

o Love – It floored the country with its super-value smartphones

o A bonafide bargain compared to other smartphones with similar

specifications

o 90,000 phones were sold out in 5 flash sales, and last sale saw

20,000 units sold out within 2 seconds

o Anger and fury, following the despair rising due to the

of the phones – a consequence of the

overwhelming love

o The makers could have and

filled the gap

o It is a possibility this was done intentionally to create a buzz

o They are not looking at making profits – but these phones are a

starting point to an ecosystem build around their devices which will

be helped by the buzz

successful ?

Polarization

1. Driving a Wedge in the

market

Brand-essence of ‘ ’ by becoming fairer

Direct of women who are not

“white skinned”

Haters challenge the “Fair is Pretty” claim, yet

They know their targets, and they are constantly appealing to

them.

2. Launch a Provocative ad

o A campaign that preached knowledge through its internet

network, making the education system look bad

o An abbreviation that is a near-homonym to the famous IIMs

o Banked on self-dependency but ended up demeaning everything

else

o Yet, increased.

vis-à-vis competitors

polarize ?( FCB model of consumer behavior )

InformativeThinker

AffectiveFeeler

HabitualDoer

Self-Satisfaction

Reactor

High

In

volve

men

tLo

w In

volve

men

t

Thinking Feeling

Polarization

Polarization

Your Mantra?

itit

itit

But they shouldn’t ignore it!

References• http://economictimes.indiatimes.com/

• http://www.livemint.com/

• http://in.mondelezinternational.com/home

• www.iplt20.com

• http://www.zdnet.com

• http://www.mi.com/in/

• http://www.fairandlovely.in/

• http://www.ideacellular.com/

• http://www.fontspace.com/

Submitted by:Anamika – PGP30183

Ankita Singh – PGP30184

Hufriya Dudhmal – PGP30196

Srikanth M – PGP30231

Bhanu Yadav – PGP30306

Ruchi Muchhala – PGP30337

As a part of Brand Management course at IIM Lucknow, under the guidance of Mr. Sameer Mathur