This document summarizes key points from an analysis of online customer reviews and their impact on marketing strategies. It discusses how customers now rely on online reviews rather than just marketing messages. Companies need to shift strategies to account for customer influence and understand where their products fall on the online influence continuum. Analyzing customer segments and tailoring strategies accordingly is important. Positive reviews can boost brands while negative reviews hurt them, so companies must monitor reviews and address issues. A case study found online real estate reviews significantly impacted customer decisions.

2. This internship has served as
the first step towards my
journey of achieving my
aim.......
And guess what this was the
best step I could have taken!!!!
By:
Kartik Singla
Indian Institute of Technology(BHU), Varanasi

3. The presentation tips highlighted by
Jesse Desjardins, Garr
Reynolds and Nancy Duarte
served as the benchmark for creating
every presentation in a more
presentable manner!!

4. “ Usually Power point kills”

5. 5 design mistakes that
should be avoided at any
cost!!!!

6. Too much info in
one slide
1.Mistake

7. Not enough visual content /
Lack of pictures
2.Mistake

8. Poor design quality
3.Mistake

9. Visual Vomit
4.Mistake

10. Lack of Preparation
5.Mistake

11. Prepare Design Deliver

12. “Mesmerizing your audience by
storytelling is the best way to
present!!!”

13. Analysis of the HBR Article:
“What marketers
misunderstand about online
reviews?”

14. What Marketers Misunderstand
About Online Reviews?
With the growing
availability of
opinions from
experts and
users, the
importance of a
brand
name had
diminished.

15. • Buyers depended
on marketing
concepts
provided by the
company.
Past
• Buyers now rely
on online
customer reviews
and social media
before a purchase.
Present

16. “Companies need to dramatically shift
their marketing strategies to account
for the rising power exerted on future
customers by the opinions of existing
customers.”

17. There are two tools to help
managers decide their tactics:
The Influence mix
The O Continuum

18. Influence
Mix
Prior
experiences
(P)
Information
from marketers
(M)
Input
from other
people (O)

19. O Continuum
Refers to

20. “ On understanding
the dependence of
consumers on
‘O Continuum’,
companies can
make
strategic changes
in various streams”

21. Companies in O-dependent markets can improve
their previously established
“Competitive Position” because
of the new reviews coming up on every product.

22. Instead of celebrity endorsements, companies
should focus on generating user reviews and
“Communication”
of authentic content on internet retail.

23. “Market research”
usually aims to predict the
kinds of products consumers will like by systematic
tracking of information from review sites.

24. Companies should analyze different
“Consumer and product
segments”
and tailor their marketing strategies accordingly.

25. CONCERN OF THE
MARKETERS
Are online reviews genuine without
any manipulation
and fraud???

26. “These review websites have become
increasingly sophisticated in filtering
out fake reviews”

27. “ These ideas have been
implemented by certain
companies and campaigns
in India as well!!!”

28. Online Shopping giant “FLIPKART”
grew into a 5000 crore venture by
analyzing the requirement and reviews
from its customers!!

29. Social media played a huge role in
AAP’s success in both the 2013 and
2015 assembly elections in Delhi.

30. “Reviews as a source of earning”
ANUPAMA
CHOPRA
(FILM
CRITIC)
KESHAV MALIK
(ART CRITIC)

31. Many review websites such as
realreviews.in and onlinereviewpal.com
have come up in India exclusively with
the customer reviews in every field.

32. “A Case Study on Bangalore-
based Real Estate Company
(Bangalore Realty Limited- BRL).”

33. This case studied effects of online
reviews on intentions of existing and
potential customers with regard to
“Bangalore Realty Limited- BRL.”,
which included 221 online reviews and
interviews from 25 customers!

34. Help customers for making decisions about
‘continuance’ or ‘withdrawal’ or ‘staying away’
from the projects of BRL.
Online reviews

35. Help BRL itself by monitoring and responding to
such reviews through setting up of appropriate
customer complaints handling system.
Online reviews

36. S.No Website Code Date of
First Post
Date of
Last Post
Date
accessed
No. of
reviews
1 www.indianpropert
yforum.com
I 04 Apr
2011
10 Oct
2013
16 Apr
2014
94
2 www.feedbackertea
m.com
II 28 Apr
2011
17 Aug
2011
17 Aug
2014
30
3 www.indianrealesta
teforum.com
III Apr 2010 Jan 2014 16 Aug
2014
28
4 www.complaintsbo
ard.com
IV 13 Feb
2012
30 Jul
2014
17 Aug
2014
25
5 www.consumerco
mplaints.in
V 24 Mar
2011
28 Jun
2014
16 Aug
2014
21
6 www.socialhectare.
com
VI 13 Nov
2013
11 Aug
2014
20 Aug
2014
15
7 www.mouthshut.co
m
VII 29 Oct
2012
17 Aug
2014
20 Aug
2014
05
8 www.housingscam.
com
VIII 25 Jun
2014
25 Jun
2014
17 Aug
2014
03
Total 221
List of Websites in which user-generated online reviews
about BRL appeared

37. Ten customers who invested in 2010-2011
were highly satisfied with BRL as they got the
sites as per promised schedule. Three of them
wrote positive reviews online, while seven
gave feedback to the company. This positive
‘Word of Mouth’ had promotional effect on
potential customers.

38. Customers who
gave negative
feedback did not
bother to look at
online reviews
before investing in
BRL. Negative
reviews reduced
potential customers
and existing
customers started to
withdraw from
projects.

39. “The message is loud
and clear :
Ignore the online
reviews at your
own peril”

40. Some
concepts from
“Kotler”
related to the
article.....

41. The selection of communication channel
is very important to carry the message
of the company forward efficiently.

42. Communication
channel
Personal Non-personal

43. Personal communication channels directly
relate to the importance of online reviews,
wherein positive reviews can help increase
brand value on online portals!!

44. Organising
online forums and
communities
(Social media)
can provide companies
with useful, hard-to-get
customer insights!

45. Kodak has found that peer-to-peer
recommendations and reviews within the
‘Idea Center at Kodak Gallery’ has
led to more frequent purchases.

46. Bloggers who
review products
have become
an important
concern because
they may have
thousands
of followers
influenced by
their
perception!

47. Online reviews play an important role in
“Post purchase Actions”
of a customer, making the customer feel
delighted or disappointed from the
purchase!!

48. Willcome to those companies
which closely track the sources their
customers refer to during purchase and
find the best marketing tools to control
them!!

49. “These slides were prepared by
‘Kartik Singla’
as a part of an internship done under
‘Prof. Sameer Mathur’
(www.IIMInternship.com).”
Disclaimer