Make the most of a polarizing brand
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Transcript of Make the most of a polarizing brand
Hello!I am Phanindra Sura
These slides were created as part of an internship done under the guidance of Prof. Sameer Mathur (www.IIMInternship.com)
This presentation is based on article by Harvard Business
ReviewBy
Xueming LuoMichael WilesSascha Raithel
What do you think of Miracle Whip?
Miracle Whip is a dressing manufactured by Kraft Foods and sold throughout the United States and Canada.
Its something like Mayonnaise!
When Marketers at Kraft began researching shoppers’ attitudes toward the dressing, they found surprisingly deep emotions.
This strategy worked :During the campaign
Miracle Whip experienced a 631% surge in social media
and 14% increase in sales
Moral:
If a company can harness
The power of its polarization
Effectively, it will surely cause rush in of profits
A brand with middle scoreCan be highly polarizing ,
With large number of Fervent supporters and Passionate distractors.
“Love me or hate me, both are
in my favor…If you love me, I’ll always be in your heart…If you hate me, I’ll always be in your
mind– by Shakespeare
One way to solve isTry to change the hater’s mind.
Brand mangers who successfullyDeploy it reduce
Negative word of mouth and Create a larger pool of
Potential buyers.
Its betty crockery brand,Was suffering because of
Rising concern about Obesity ,A consumer shift towards
low-carb products,And criticism of
Food industry marketing techniques.
This lead to identification of
customer opinion and that year, betty became a first brand to come up
with Gluten-free baking mix.
This lead to identification of
customer opinion and that year, betty became a first brand to come up
with Gluten-free baking mix.
Because people often feelCompelled to defend their favorite product that has
come under attack.And defense mounted by fans often sways neutral
consumers into becoming supporters.
Instead of seeking To narrow the gap and
reduce the haters’ rancor,
Some companies decide to create new products that
amplify the points of differentiation.
Due to proper social media publicity and harnessing product polarization, Its sales were very successful.
Sometimes a product or brand isn’t inherently Polarizing,
But marketer may wish to introduce Polarization.
In this strategy, Magners’ cider has converted its image into a iced-Hip drink.
Their sales increased as they specifically targeted Young professional crowd.
Strong bow, its competitor decided to invest heavily in the core market, though losing new consumers.
Fueled by social media, pocket of haters can quickly develop and
spread.Companies need to
respond strategically