journey of the internship

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4. 4
How to
Present
successfully?

5. 5

6. Too much
information
Not enough
visuals
Visual
Vomit
Lack of
preparation
Crap
Quality
6

7. Your stories define
who u are.
7

8. Its their story,
Not yours
8

9. Garr Reynolds
Jesse Desjardins
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10. Harvard Business Review
Make the Most of a
Polarising Brand
10
Module 4

11. Polarising
Brand –
Some Love it.
Some Hate it.
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12. Marketers at Kraft foods realised
that passionate detractors can be a
good thing for the company.
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14. Some companies
have boosted sales
by increasing
number of haters.
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16. Strategies to consider
for a polarizing brand
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17. - Placate the Haters
Make
someone
less
angry.
17

18. To assuage Brand’s Critics, it
started a social network,
MyBlogSpark in 2011,
putting up its own posts to
defuse
bloggers’ complaints.
18

19. Betty Crocker became the first major brand to develop a
gluten-free baking mix. The share of Betty Crocker
brand haters had dropped to 2.8% from 4.5%. 19

20. - Poke the Haters
The defence mounted by fans
often sways neutral consumers
into becoming supporters.
20

21. Ryanair, a European airlines, was in
headlines and cemented its reputation
for going to great lengths to offer
rock-bottom fares.
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22. - Amplify a
Polarising Attribute
Amplify the
point of
differentiation.
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24. Creating Polarization
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25. Drive a
wedge in
the market
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26. After a promotional
campaign,
-touted it’s Drink as a
refreshing iced summer
beverage.
-decreased its sales in
cooler climate.
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27. STRONGBOW, the
leading company in
cider took this as an
advantage.
It decided to invest
more heavily in the
core market.
Result – sales increased by 29%.
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28. Launch a
Provocative Ad
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29. Progressive Insurance
launches a character
‘flo’ for an advertising
campaign.
Some liked her and
some hated her.
But it overall increased
the brand awareness
and increased sales. 29

30. Learning to assess and exploit
brand dispersion is important
to understand.
Fueled by social media,
pockets of haters can quickly
develop and spread, even for
brands that once enjoyed
uniform appeal.
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Harvard Business School
Module 3
Case
Studies

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Branding Yoga
To understand how to brand a business.
How a business creates customer value.
Importance of Branding.
Is everything Brandable?

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$6 billion business.
•Bikram’s Style
•Tara Stiles approach

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Tara Stiles
Believed that yoga is
more of a personal thing
and can be practiced
anyway one likes.
Bikram Choudhary
Believed in copyright
and patent of yoga.

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In 1979, Bikram trademarked
his company’s name, Bikram’s
Yoga College of India.
In 2002, he decided to
Patent his Bikram’s style.
By 2011, some 5,000
BikramYoga Studios had
opened around the world.
According to one
estimate, Bikram’s
business was earning
$5 million a year.

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In 2008, opened her own
yoga studio, Strala Yoga.
She was highly
secular.
Making yoga
“cool”.
She had no
plans to patent
her style.
Tara Stiles

37. In 2009, the advocacy group Hindu American
Foundation (HAF) , concerned over yoga’s
commercialisation, launched a campaign – “Take
Back Yoga- Bringing to Light Yoga’s Hindu
Roots”
Goal was to get U.S. yoga devotees to
acknowledge that the roots of yoga came
from Hindu faith.

38. In March 2011, Sheetal Shah of HAF,
Tara Stiles, and many other
professors from many colleges
participated in a discussion at
Princeton University called “The
Politics ofYoga.”
Debate

39. Yoga is not only
about physical
exercise but it
has some
spirituality
attached with it.

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Bringing
the
Brand to
Light

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Chris Prangel has returned home to manage the marketing
operations of Mountain Man Brewing Company (MMBC),
Experiencing declining sales for the first time in its history
due to changes in beer drinkers' taste preferences.
Want to launch Mountain Man Light, a
"light beer” attracting younger drinkers.

42. Insights
from the
Kotler
textbook.
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43. Marketing is a management
process responsible for
identifying, anticipating and
satisfying customer
requirements,
profitably.
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45. Marketing
Channels
Communication
channels
Distribution
channels
Service
channels
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46. The four P’s
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47. Effective Target marketing requires:
- Market segmentation
- Market targeting
- Market positioning
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49. Different regions in
India have different
food cultures,
different Climates
and accordingly
different
Requirements.
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52. Only very large firms such as
Microsoft, General Motors and
Coca-Cola can undertake full-
market coverage.
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53. Dell offers customers to design
their own products and
configure them.
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54. Requirements
for effective
segmentation
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56. A brand is a name, term, sign, symbol, design, or some
combination of these, intended to identify the goods
and services of one seller or group of sellersand to
differentiate them from those of competitors.
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57. Constructing
a Brand
positioning
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Brand Value Diagram

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BMW is niche marketer and
has maintained its
difference and exclusivity.

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61. Created by Sonali Gupta,
Indian Institute Of Technology, Roorkee,
during an internship by
Prof. Sameer Mathur, IIM Lucknow.
www.IIMInternship.com