1. WHAT MARKETERS
MISUNDERSTAND ABOUT
ONLINE REVIEWS

2. MANAGERS MUST ANALYZE WHAT’S REALLY
DRIVING BUYING DECISIONS AND ADJUST THEIR
STRATEGIES ACCORDINGLY

4. TOOLS FOR MARKETING
STRATEGIES
1) INFLUENCE MIX
2) O CONTINUUM

5. INFLUENCE MIX

6. AS RELIANCE ON 1 INCREASES, ON
OTHERS DECREASES.
SO IT IS A ZERO SUM GAME

7. O CONTINUUM
HOW MUCH COMPANIES DEPEND ON O WHEN
MAKING DECISIONS ABOUT PRODUCTS?
ANSWERS ARE PRESENTED AS POINTS ALONG
THE O CONTINUUM

9. NOW LET US CONSIDER 2 BRANDS
HIGHLY DEPENDENT ON O

10. XIAOMI LUMIA

11. BOTH ARE AT OPPOSITE ENDS OF THE
SUCCESS LINE-
XIAOMI BEING HIGHLY SUCCESSFUL
WHILE
LUMIA BEING UNSUCCESSFUL

12. NEWCOMERS HAVE LOW
BARRIERS TO ENTRY AS LESS
IMPORTANCE ON BRANDING,
SO MARKET HIGHLY VOLATILE
AND DISRUPTIVE AND A NEW
BRAND CAN GAIN MARKET SHARE
QUICKLY

13. XIAOMI’S ACHIEVEMENTS

14. A PHONE WORTH $300 SELLING FOR $300
JUST IN TIME WITH JUST THE RIGHT
AMOUNT

17. XIAOMI’S ADVERTISEMENT SPENDING
=
SO MONEY SAVED
=
PRICE REDUCTION IN PHONES
(ZERO)

18. ALSO
CONSUMERS IN ASIA ARE MORE
PRICE SENSITIVE,
SO SEGMENTATION DONE
EXCELLENTLY

19. THEN HOW COME ALL THE EXPOSURE
WAIT FOR IT…..

20. YEAH YOU GUESSED IT RIGHT
O
CRITICS AND EXPERTS GAVE EXCELLENT
REVIEWS AND RATINGS

21. CUTTING EDGE TECHNOLOGY
PROVIDED AT DIRT CHEAP COST,
SO WORD SPREAD LIKE

22. WHAT HAPPENED TO LUMIA WHICH
HAD THE BACKING OF SUCH A
TRUSTED BRAND(NOKIA)-

23. IT DIDN’T CHANGE
ALSO
NEGATIVE REVIEWS
HIGH PRICES
LIMITED APPLICATIONS

24. RECOMMENDATIONS:
 MICROSOFT(PREVIOUSLY NOKIA) SHOULD
SEGMENT THE MARKETS PROPERLY AND
PRICE IT’S PRODUCTS ACCORDINGLY
 IT CAN USE ECONOMIES OF SCALE AND ALSO
CUT DOWN ON ADVERTISEMENT SPENDING
TO LOWER ITS PRICES

25. LETS CONSIDER UNCONVENTIOAL
INDIAN BRANDS WITH WHOM
EVERYBODY IS FAMILIAR WITH

26. RAHUL
GANDHI
NARENDRA
MODI

27. BRAND MODI
OVERCAME
THESE
CHALL-
ENGES

28. TWITTER FOLLOWERS
0.12 MILLION 13.5 MILLION
RAHUL GANDHI NARENDRA MODI

29. FACEBOOK LIKES
0.4 MILLION 29 MILLION
RAHUL GANDHI NARENDRA MODI

30. WE CAN EASILY SEE THE
DIFFERENCES OF THEIR IMPACT ON
SOCIAL MEDIA
AND THE RESULT BEING

31. THROUGH HIS INTENSIVE CAMPAIGN
ON SOCIAL MEDIA THE YOUTH WAS
BEHIND HIM
WHILE
RAHUL GANDHI THREW AWAY HIS
ADVANTAGE OF BEING A YOUNG
LEADER BY REMAINING ALMOST
INVISIBLE

32. HE CAME, HE SAW, HE
CONQUERED

33. WHAT CAN BRAND RAHUL DO TO
UPLIFT ITS BRAND ?
 DRASTICALLY INCREASE ENGAGEMENT ON
SOCIAL MEDIA
 SPEAK A LOT MORE ABOUT IMPORTANT
ISSUES AND DO NOT PUT HIS WEIGHT BEHIND
ONLY ONE

34. CHANGE THIS STRATEGY AS
DEVELOPING INDIA SEEKS MORE

35. IF BRAND RAHUL IMPROVES
SITUATION MAY CHANGE FROM

36. SO , THINK ABOUT THE PAST AND
CHANGE THE FUTURE
AS
THOSE WHO CANNOT REMEMBER THE
PAST ARE CONDEMNED TO REPEAT IT

37. CREATED BY
AMOD BANSAL,
THAPAR UNIVERSITY
DURING AN INTERNSHIP BY
PROF. SAMEER MATHUR ,
IIM LUCKNOW
(WWW.IIMINTERNSHIP.COM)

38. THANK YOU