polarizing brands_group 10

Download Polarizing brands_group 10

Post on 17-Aug-2015

16 views

Category:

Business

2 download

Embed Size (px)

TRANSCRIPT

  1. 1. Make the most of a POLARIZING BRAND Abhinav | Nikita | Parvez | Shamael | Vandita GROUP 10
  2. 2. This presentation is based on an article published in the Harvard business review By Xueming Luo Michael Wiles Sascha Raithel
  3. 3. What is a POLARIZING BRAND?
  4. 4. What do you think of these celebrities ?
  5. 5. So Many LOVED them So Many HATED them
  6. 6. are LOVE-em or HATE-em celebrities Shahrukh Khan and Sonakshi Sinha
  7. 7. are LOVE-em or HATE-em celebrities Shahrukh Khan and Sonakshi Sinha They are polarized brands
  8. 8. Polarizing brands have a huge amount of both positive & negative buzz.
  9. 9. MEASURE POLARIZATION ? How to
  10. 10. mean o r net scores Marketers gauging for customer attitudes traditionally relied on
  11. 11. but...
  12. 12. A brand with middle score can be highly Polarizing with large number of passionate detractors Fervent supporters a n d
  13. 13. Thus, a new metric needs to be employed
  14. 14. Thus, a new metric needs to be employed
  15. 15. Brand dispersion 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 R a t i n g Brand X Brand Y
  16. 16. Brand dispersion 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 R a t i n g Brand X Brand Y Brand X is more Dispersed
  17. 17. More dispersed Poor performance More polarizing = =
  18. 18. But Brand Polarizing Isn't always bad
  19. 19. Miracle whip Embraced this
  20. 20. Campaign led to 631 % surge in social media 14 % increase in sales and
  21. 21. PLACATE THE
  22. 22. POKE THE HATERS
  23. 23. Brands Connection With Most Enthusiastic Consumers
  24. 24. https://youtu.be/wNnI9m6_qaw
  25. 25. AMPLIFY POINT OF DIFFERENTIATION
  26. 26. 3,00,000 Facebook page views 54,000 visits to company websites
  27. 27. Creating polarization
  28. 28. INTRODUCE POLARIZATION TO STAND OUT FROM THE CROWD
  29. 29. Drive a wedge in the market
  30. 30. Sometimes being all things to all people can backfire heavily Therefore consumer segmentation is created, which increases polarization and boosts revenue
  31. 31. Blackberry which was perceived as a Professional device targeted the youth by introducing advertisement on Blackberry Boys
  32. 32. LAUNCH A PROVOCATIVE AD
  33. 33. CERTAIN SHARE OF VIEWERS TO
  34. 34. While a large number of consumers consider axe commercials over-the-top, ridiculous & degrading, it still ranks as one of the top 5 best selling deodorants for men
  35. 35. So.. What have we learnt so far ??
  36. 36. Capitalizing 1. Placate the Haters 2. Poke the Haters 3. Amplify a polarizing attribute Creating 1. Drive a wedge in the market 2. Launch a provocative ad On Polarization Polarization Polarizing brands have extreme opposition positions with fervent supporters and passionate detractors
  37. 37. Thank You