making the most of a polarizing brand
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POLARIZING
BRANDMake the Most o
f a
HOLA!
These slides were created as part of an internship under the guidance of Prof. Sameer Mathur www.IIMinternship.com
I am Prateek Rout&
1933Launched
Miracle Whip was launched as a less expensive alternative to mayonnaise. Its something like Mayonnaise.
It was also developed to be used as a less expensive salad dressing also known as a “boiled dressing”.
It was sold throughout the United States and Canada.
Product was less expensive
&Slightly-sweeter-
than-mayonnaise-
sandwich spread.
BUTAfter conducting a research on shopper’s attitudes toward the dressing, the marketers at KRAFT found surprisingly deep EMOTIONS.
SOME
LOVED IT HATED IT
MIRACLE WHIP is a POLARIZING
product
The company accepted the “fact”
&“Utilized” it
The company launched an
“Intensive Social Media
Campaign”
RESULTS631%
surge in Social Media 14 %
increase in
Sales
BRAND DISPERSION
It is a new metric used to measure polarization. Consider to hypothetical brands “A” & “B”. After a survey by their respective managers, the brands receive the following ratings: A = 3,4,5 & B= 1,4,7.
Mean scores of both the brands = 4.BUT
Brand A’s scores are clustered tightly together, but Brand B’s are widely dispersed. (1 brand lover & hater)
BRAND DISPERSIONResults:
Brand “B” is
POLARIZING
A Brand with a middling score, can be highly polarizing, with large number of fervent supporters
and passionate detractors canceling
one another out.
They also tend to be less risky- to exhibit
relatively little variation in stock price
Polarizing brands tend to perform poorly than
others
CAPITALIZING ON POLARIZATION
PLACATE YOUR HATERS
Try to change the hater’s
minds
Straightforward and
comfortable strategy
Create a larger pool of
potential buyers
Reduces negative word
of mouth
Betty Crocker brand, best known for cake mixes, icing, and other cook-at-
home dessert products.
Suffered due to rising concern about obesity, a consumer shift toward low-carb products, and criticism of food
industry marketing techniques.
In 2008, 4.5% of consumers could be classified as Betty
Crocker haters
In April 2009 it started a social network, MyBlogSpark, to promote Betty Crocker, putting up its own posts to defuse bloggers’ complaintsBetty Crocker became the first major brand to develop a gluten-free baking mix
It soon partnered with celiac disease foundations and started a website for consumers, liveglutenfreely.com By May 2011 the share of Betty Crocker brand haters had dropped to 2.8%
POKE
THE HATERS
Intentionally antagonizing the
brand detractors
Reinforces the brand’s connection with its most enthusiastic
costumersDefense mounted by fans
often sways neutral consumers into
becoming supporters
Adapted unusual cost
cutting measures
Each provocative announcement put the
company in the headlines and cemented its
reputation for going to great lengths to offer rock-bottom fares
AMPLIFY A POLARIZING ATTRIBUTE
Don’t narrow the
gap or reduce
hater’s rancor
Create products to amplify the
points of differentiati
on
STRONGER VERSIONAmplified POLARIZATION by Increasing
ENTHUSIASM Among its ARDENT FANS
CREATING
POLARIZATION
DRIVING A WEDGE IN THE MARKET
MAGNERS had converted the image
of its cider into a
iced-hip drink
Their sales increased as they specifically
targeted young professional crowd
DRIVING A WEDGE IN THE MARKET
Strongbow, its
competitor decided to invest more heavily in the core market, even if that meant losing newer consumers.In 2009 it launched an ad campaign with the tagline “Bowtime: Hard Earned,” featuring images of working-class drinkers hoisting glasses of Strongbow as a reward for a hard day on the job
SALES ROSE BY 23%
LAUNCH A PROVOCATIVE AD
FLO, from PROGRESSIVE INSURANCE was a super
peppy character in its
ads.
Though some adore
her, many used to
hate her
This negative reaction
increased its Brand Awareness and
Increased Sales
Some other
POLARIZING Brands in
INDIA
• Manufacturer and seller of Traditional clothes in India.• Disliked by a major chunk of western-wearing people.• Still holds the position of top 20 sellers in India.
• SBI launched a 'crorepati only' branch in Hyderabad. • The only criterion required to open an account in the branch is simple: a minimum opening balance of Rs 1 crore. That too only if you have an invitation from the bank.
• Obviously every Indian is not a “CROREPATI”…• So in my opinion SBI is polarizing to attract some wealthy persons.
TATA NANO: A BIG FAILURE
Solutions: Polarize the brand among the rich and the middle & lower middle class people. Launch an ad to make the middle & lower middle class people feel special and giving them a reason to buy it.
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