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A study of polarizing brands in the world
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Make the most of a polarizing brand
1.
2.
OUR JOURNEY BEGINS . .
. .
3.
. . .
. WITH A MARKET RESEARCH STUDY
4.
KRAFT MARKETERS RESEARCHED SHOPPER’S ATTITUDES
TOWARDS THEIR SLIGHTLY-SWEETER- THAN-MAYONNAISE SANDWICH SPREAD
5.
“WHAT DO YOU
THINK OF MIRACLE WHIP ?“
6.
SO MANY, LOVEDIT & AS
MANY, HATEDIT
7.
THE COMPANY HAD
A POLARISING PRODUCT
8.
“SO WHAT IS
A POLARISING PRODUCT ?“
9.
PEOPLE ADOPT EXTREME OPPOSING POSITIONS IN
THE NAME OF ADOPTING A BRAND
10.
HOW IS IT
BENEFICIAL ? HIGHLY POLARISING BRANDS HAVE - LOYAL CUSTOMERS LESS RISK INVOLVED IN MARKET INVESTMENT
11.
“SO WHAT DID
KRAFTS DO ?“
12.
WHEN THE COMPANY
REALIZED IT HAD A POLARISING PRODUCT
13.
KRAFTS LAUNCHED AN AD
CAMPAIGN WITH LOVE-EM-OR-HATE- EM CELEBRITIES HAVING OPPOSITE VIEWS OF THE PRODUCT
14.
THE STRATEGY WORKED 631%
SURGE IN SOCIAL MEDIA POSTINGS 14% INCREASE IN SALES
15.
16.
PEOPLE ONLY LOVE AMAZON PEOPLE BOTH HATE & LOVE MCDONALDS
17.
BRAND DISPERSION
18.
“WHY IS BRAND DISPERSION
IMPORTANT?“
19.
MARKETERS TRY TO UNDERSTAND CONSUMER’S
ATTITUDES USING “MEAN” OR “NET” SCORES
20.
BUT MEAN SCORES CAN BE VERY MIS - LEADING
21.
NET PROMOTER SCORE
22.
A MIDDLE SCORING BRAND
CAN BE HIGHLY POLARIZING EQUAL & LARGE NUMBER OF FERVENT SUPPORTERS & PASSIONATE DETRACTORS
23.
IDENTIFYING THESE SEGMENTS IS VERY IMPORTANT
24.
SOCIAL MEDIA GIVES
HATERS OUTLETS FOR BROADCASTING DISLIKE
25.
“SO HOW DO
WE FIND BRAND DISPERSION?“
26.
GREATER POLARIZATION IS EQUAL
TO 1. HIGHER % OF BRAND DEVELOPERS AND LOVERS 2. HIGHER STANDARD DEVIATIONS
27.
CAPITALIZING ON POLARIZATION
28.
IF YOUR BRAND
HAS A HIGH DEGREE OF POLARIZATION USE THESE 3 TECHNIQUES
29.
PLACATE THE HATERS
30.
PLACATE THE HATERS TRY
TO CHANGE THE HATER’S MINDSET REDUCES NEGATIVE WORD OF MOUTH & CREATES POTENTIAL BUYERS
31.
32.
EXAMPLE GENERAL MILLS AND BETTY CROCKER
33.
34.
BETTY CROCKER TOOK
STEPS TO ASSUAGE ITS CRITICS MyBlogSpark GLUTEN-FREE MIX CELIAC DISEASE FOUNDATIONS liveglutenfreely.com
35.
POKE THE HATERS
36.
POKE THE HATERS COMPANIES
ANTAGONIZE BRAND DETRACTORS CREATES BUZZ RECONNECTS WITH ENTHUSIASTIC CUSTOMER
37.
EXAMPLE RYANAIR
38.
39.
PROVOCATIVE ANNOUNCEMENTS PUT IT IN
HEADLINES & CEMENTED ITS REPUTATION OF OFFERING ROCK- BOTTOM FARES
40.
AMPLIFY A POLARIZING ATTRIBUTE
41.
AMPLIFY A POLARIZING ATTRIBUTE COMPANIES
CREATE NEW PRODUCTS THAT AMPLIFY POINT OF DIFFERENTIATION TO BOOST LOYALTY & REVENUE FROM DIEHARD FANS
42.
EXAMPLE MARMITE
43.
TAGLINE - LOVE
IT OR HATE IT
44.
TO AMP UP ENTHUSIASM AMONG
ITS MOST ARDENT FANS IT LAUNCHED ….
45.
54,000 WEBSITE VISITS 300,000 FACEBOOK PAGE VIEWS SOLD OUT
46.
CREATING POLARIZATION
47.
TO STAND APART
FROM A CROWD AND DIFFERENTIATE FROM COMPETITOR, MARKETER MAY WISH TO INTRODUCE POLARIZATION 2 TECHNIQUES ARE AS FOLLOWS
48.
DRIVE A WEDGE IN THE
MARKET
49.
50.
DRIVE A WEDGE TRYING
TO BE ALL THINGS TO ALL PEOPLE CAN BACKFIRE DO MARKET RESEARCH AND TARGET SPECIFIC SEGMENTS
51.
A STORY FROM
THE AESOP’S FABLES
52.
EXAMPLE MAGNERS & STRONGBOW
53.
54.
STRONGBOW INVESTED HEAVILY IN
THE CORE MARKET AND LOST NEWER CUSTOMERS LAUNCHED AN AD CAMPAIGN “BOWTIME: HARD EARNED”
55.
THE STRATEGY SUCCEDED ITS
APPEAL AMONG TRADITIONAL DRINKERS INTENSIFIED AND FELL AMONG HIPSTERS AS POLARIZATION INCREASED SO DID SALES
56.
LAUNCH A PROVOCATIVE AD
57.
LAUNCH A PROVOCATIVE AD TO
INCREASE VISIBILITY MARKETERS RUN ADS ALL BUT DESIGNED TO TURN OFF A CERTAIN SHARE OF VIEWERS
58.
EXAMPLE PROGRESSIVE INSURANCE & FLO
59.
60.
PROGRESSIVE MADE FLO
A REAL PERSON WITH A BIG PERSONALITY AND MANY FOUND HER ANNOYING NEGATIVE REACTION RAISED BRAND AWARENESS AND INCREASED SALES
61.
WHETHER YOU LOVED
HER OR HATED HER YOU JUST COULDN’T IGNORE HER GOLDEN RULE – NO PUBLICITY IS BAD PUBLICITY
62.
SOCIAL MEDIA
63.
THERE ARE BRAND
WARS HAPPENING ON SOCIAL MEDIA BETWEEN DIFFERENT BRANDS, AND BETWEEN THEIR LOYAL CUSTOMERS IN REAL TIME
64.
EXAMPLE INDIAN BRAND WARS
65.
66.
67.
68.
RECAP
69.
70.
IN CONCLUSION BRANDS BENEFIT FROM
INCREASED - CUSTOMER LIFETIME VALUE, SALES AND BRAND AWARENESS
71.
THANK YOU MERCI DANKE
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