This slide is created by Ishwarkumar Teggi during the Marketing Internship under the guidance of Prof. Sameer Mathur,IIM-Lucknow.

1. MAKE THE MOST OF A
POLARIZING BRAND
By- Xueming Luo, Micheal Wiles, and Sascha Raithel.

3. Group of opinion of people to
adopt extreme opposing
position to Love it or Hate it.

5. Highly polarizing brand tend to
perform more poorly than
other, but also tend to be less
risky to exhibit relatively little
variation in stock price.

6. Now let’s see an
example who made the
polarizing brand worthy

7. MIRCLE WHIP
Like it or Hate it

8. Miracle Whip is a dressing
manufactured by Kraft Foods and
sold throughout the United States
and Canada.
Its something like Mayonnaise!

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

17. Company’s Opinion

18. The Strategy worked for 631%
of surge in social media and
14% increase in sales…

19. Top
polarizing
company’s

21. CUSTOMER ATTITUDE

23. FERVENT SUPPORTER
PASSIONATE DISTRACTORS

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

28. Placate the Haters

29. Change Haters Mind

30. Followed by:

31. Betty Crockery Brand to assure
brand critic’s
Started Social Network
campaign

32. By the end of campaign
Betty Brand hater dropped
By 2.8% from 4.5%

33. POKE THE HATERS

34. Intentionally antagonizing
Brand detractors
Reinforce brand’s Connection

36. Amplify the points of differentiation.
To amp up the enthusiasm among its
most ardent fans, it launched.

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

40. Targeted young crowd
Heavy investment
As a result sale raised by 23%

42. brand awareness
and increased
sales.

43. Analysis
The idea is that the brand will
not only benefit by increased
sales and from loyal customer
but also from brand publicity
and profile generated

44.  Polarizing brand
 Polarizing add value to brand
 Example for polarizing brand
 Brand Dispersion
 Capitalizing on polarization
 Poke the haters
 Amplifying the polarizing attributes
 Creating polarization
 Derive a wedge in market
 Launch od productive ads.
 Analysis

45. Credits:
 www.google.com
 www.flikr.com
 www.wikipedia.com
 www.hrb.org

46. Created by: Ishwarkumar Teggi,
Siddaganga Institute of
Technology, Tumakuru
During an Marketing Internship
by
Prof. Sameer Mathur,
IIM Lucknow.
(See:www.IIMInternship.com)