These slides were created by Phanindra Sura, as a part of Internship Under Prof. Sameer Mathur

1. Making the most of a
Polarizing “Brand”

2. Brand Dispersion

3. 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)

4. 1.
Introduction

5. This presentation is
based on article by
Harvard Business Review
By
Xueming Luo
Michael Wiles
Sascha Raithel

6. 2.
Let’s begin with
a story!

7. 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!

8. When Marketers at Kraft
began researching
shoppers’ attitudes toward
the dressing, they found
surprisingly deep emotions.

9. A lots of people love it.
And some just hate that.

18. This is the company’s opinion

20. Moral:
If a company can harness
The power of its
polarization
Effectively, it will surely
cause rush in of profits

21. 3.
Brand
Dispersion

26. Identifying these instances
is very important. Because.,

27. Social media give brand
detractors ready outlet for
broadcasting their dislike.

34. “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

35. 4.
Capitalizing on
Polarization

37. Placate the
haters.

39. followed this
approach in
late 2000s.

43. This lead to identification of
customer opinion and
that year, betty became a first
brand to come up with
Gluten-free baking mix.

44. This lead to identification of
customer opinion and
that year, betty became a first
brand to come up with
Gluten-free baking mix.

46. Poke the haters.

47. Some companies succeed by
Intentionally antagonizing
Brand detractors.

48. This can create buzz and
Reinforce brand’s
Connection with its most
enthusiastic consumer.

49. Because people often feel
Compelled to defend their
favorite product that has come
under attack.
And defense mounted by fans
often sways neutral consumers
into becoming supporters.

50. Amplify a
Polarizing attribute.

51. 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.

52. This has been a
polarizing product
since beginning,
because of its
strong taste.

53. Indeed its tag line
is,
“Love it or Hate it”

54. To amp up the enthusiasm
among its most ardent fans, it
launched,

55. Due to proper social media
publicity and harnessing
product polarization, Its sales
were very successful.

56. 5
Creating
Polarization

57. Sometimes a product or brand
isn’t inherently Polarizing,
But marketer may wish to
introduce Polarization.

58. Drive a wedge
in the market.

59. Trying to be all things to all
people can backfire.

60. In this strategy,
Magners’ cider has
converted its
image into a iced-
Hip drink.
Their sales increased as they
specifically targeted Young
professional crowd.

61. Strong bow, its
competitor decided
to invest heavily in
the core market,
though losing new
consumers.

62. As a result, its sales rose by 23%.
It launched a campaign,

63. Launch a
provocative ad.

64. Flo, from
Progressive
insurance was a
super peppy
character in its
ads.

65. Though some adore her, many
use to hate her.

66. This negative reaction raised
its brand awareness and
increased sales.

67. Managers should avoid relying
on averages.

68. Learning to asses and exploit
brand dispersion is a natural
step in progression.

69. Fueled by social media, pocket
of haters can quickly develop
and spread.
Companies need to respond
strategically

70. Thanks!
You can find me at:
sura.phanindra@gmail.com