Make the most of a polarizing brand
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This document discusses strategies for capitalizing on polarization around a brand. It provides examples of brands that have intentionally polarized audiences, such as Ryanair antagonizing customers to amplify its low-cost positioning. It also discusses an Indian television production company, Balaji Telefilms, known for its soap operas. While criticized by some, it has succeeded by catering to its core audience of homemaker women. The conclusion is that managers should not rely on average sentiment and should expect pockets of detractors to form, even for once popular brands, fueled by social media. Polarization can be exploited to serve core customer groups.
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----
Learn More from Our Website:
https://liasidik.com
Be sure to follow us:
https://www.instagram.com/liasidik
https://www.facebook.com/liasidik.branding
https://twitter.com/liasidik
Or contact our team via WhatsApp +62 89 659 108 869
If you have any additional questions, please leave a comment.
Thank You!
Understand the structure and ownership of the media sector
The document discusses different types of media ownership structures through various case studies:
1) Roc-A-Fella Records is a privately owned record label founded by Jay-Z, Dame Dash, and Biggs Burke. Private ownership allows them freedom but they must turn a profit to survive.
2) The BBC is a publicly owned broadcaster in the UK, funded by license fees. Public ownership means the BBC is accountable to the public but also faces competition from subscription services.
3) Harpo Productions was independently founded and built by Oprah Winfrey, allowing her freedom but also responsibility for success or failure.
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Our film is an independent British teen movie. We created feminine icons for our production and distribution companies to appeal to our target audience. Two potential distribution companies that would be appropriate are Big Talk Productions and Revolver Entertainment as they are low budget, independent, British, and local to London; both have also distributed films similar in genre to ours. When choosing a production company, we had to consider finding one with an audience at an acceptable age range that would be realistic for our film.
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- Disney and Marvel are two major entertainment companies, with Disney known for films, theme parks, and television networks, and Marvel known for comic books and superhero films.
- In 2009, Disney acquired Marvel for $4.2 billion, making Marvel a Disney subsidiary. This expanded Disney's audience to include Marvel fans and allowed them to incorporate Marvel characters into their properties.
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Evaluation Question 3
A production company makes films and television programs. For example, Aardman Animations produced the Wallace and Gromit series. A distributor is responsible for releasing the film for public viewing on a set date. For a low budget, independent film like the one described, funding would likely come from the national lottery as larger distributors may not recognize it. Film credits typically include actors, editors, producers, and directors while distributors are only listed once a film is released on DVD. The described film is similar to the low budget, independently produced British comedy horror Sightseers.
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The document discusses film distribution and provides examples of both successful and unsuccessful distribution strategies. It explains that distribution is key to a film's success and involves negotiating deals with agencies to show the film in cinemas and on home video. A success story describes how Lionsgate's distribution of The Hunger Games propelled it to major studio status. A failure story outlines how a last-minute change to a one-day cinema release for Iron Sky hurt its earnings potential.
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Question 3
The document discusses potential distributors for an independent horror/slasher film. It notes that while the filmmakers' project was initially intended to use imaginary independent companies, they were told to create their own production and distribution companies to get more marks. Some real independent companies known for horror films that inspired their names are mentioned. The document then explains that independent films have more limited distribution options compared to mainstream films due to smaller budgets. Independent films often use social media and limited cinema screenings for distribution whereas mainstream films can get wider theatrical releases and use various traditional marketing avenues.
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Evaluation Question 3
A production company would distribute the media product because its primary function is to produce films. As the document explains, a production company is responsible for fundraising, development, filming, and managing all aspects of pre-production, production, and post-production. An independent production company like the one that would produce "The Missing Piece" relies on external funding sources, unlike major Hollywood studios that fund their own productions.
Celador
This UK production company was founded in 1981 by Paul Smith and Jasper Carrott. They produce radio, television, and film content, including the popular game show Who Wants To Be A Millionaire. The company collaborates with broadcasters like BBC and Channel 4 for funding and distribution. Notable TV and film productions include The Detectives, The Descent films, and Slumdog Millionaire. As a smaller production house compared to major studios like Sony Pictures, Celador releases fewer films each year due to limited resources.
Question 3
The document discusses distributing a media product created by the group's mainstream production company. It suggests distributing the urban drama film via YouTube and Vimeo to reach a wide audience, as those platforms are popular among their target viewers. Creating a professional production company establishes credibility and sets audience expectations for dramatic, tense scenes typical of the urban drama genre. Distributors like Focus Films and Revolver Entertainment would be good choices as they have experience in this genre and have successfully distributed similar films worldwide.
Evaluation Task 3
- The document discusses options for distributing an independent film produced outside of major studios
- It considers targeting independent distributors like StudioCanal UK that have experience with low-budget, niche films from new directors
- Self-distribution is discussed but deemed riskier due to lack of experience, resources, and connections that distributors provide
- The author proposes marketing the film differently in the UK/Ireland versus the US, playing up its depiction of unfamiliar British youth culture to American audiences
media evaluation 3
The production company logo represents the genre of horror through its black and white color scheme and sinister eye image. The name "Dark Vision Productions" conveys the theme of an evil entity watching in the dark. The blood-colored font further hints at the horror genre. The logo is meant to frighten audiences and prepare them for a dark film.
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This document discusses strategies for revitalizing declining and dead brands. It begins by providing examples of brands that declined like Oldsmobile and Pan Am but were able to recover like Harley-Davidson. It then covers common causes of brand decline like poor management decisions, changing environments, and competitive actions. The document outlines a framework for deconstructing brand decline by examining brand equity components like awareness, image, and customer response. Finally, it discusses approaches for revitalizing brands by taking a long-term perspective, repositioning the brand, correcting past mismanagement, and making investments to rebuild quality and the brand.
Disney consumer products
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive function. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms.
A brand is forever! A framework for revitalizing declining and dead brands
This document discusses causes and strategies for revitalizing declining brands. It identifies common causes of brand decline as poor managerial actions like compromising on quality, frequent price increases without added value, price cuts out of desperation, neglecting the brand, and failing to stay with the target market as it evolves. Environmental changes and competitive actions can also contribute to decline. The document recommends rebuilding quality, resisting the temptation to exploit brand recognition through lower quality products, and pursuing a carefully defined target market as strategies to revitalize a declining brand. It argues that most brands can be revived if they still have residual value in brand equity dimensions like differential effect, brand knowledge and customer response.
5-(IV)in what ways do consumers stray from rational decision process
This document summarizes different ways that consumer decision making can stray from rational deliberation. It discusses low involvement peripheral decision making, variety-seeking behavior, and concepts from behavioral decision theory and behavioral economics like heuristics, framing, and mental accounting. Specifically, it explains how consumers use heuristics like availability and representativeness, how framing can influence choices, and how mental accounting involves categorizing financial options in non-logical ways like integrating small gains with large losses.
5-(III) how to consumers make purchasing decisions
The document outlines the 5 stages that consumers go through in the buying process: 1) problem recognition, 2) information search, 3) evaluation of alternatives, 4) purchase decision, and 5) post-purchase behavior. It describes each stage in detail, including how internal and external stimuli can trigger problem recognition, the different sources of information consumers use in their search, and how they evaluate alternatives based on attributes and form attitudes. The document also discusses factors that can influence the purchase decision and the importance of satisfying consumers in the post-purchase stage through reinforcement of their choice.
5-(II) major psychological processes influencing consumer responses
The key psychological processes that influence consumer responses to marketing are motivation, perception, learning, emotion, and memory. Motivation is influenced by theories like Freud's, Maslow's, and Herzberg's which explain how needs drive behavior. Perception involves selective attention and distortion based on preconceptions. Learning associates products with drives and reinforcement. Emotions are evoked by ads and products. Memory involves forming associations between brands and attributes which marketers aim to strengthen through repetition and cues.
6.6)How do institutional buyers & government agencies do their buying?
Institutional markets consist of organizations like schools, hospitals, and prisons that must provide goods and services to people in their care. They have low budgets and captive clientele. Hospitals must decide on food quality for patients.
Government markets are a major buyer of goods and services. Suppliers submit bids and contracts are normally awarded to the lowest bidder, but quality or reputation may also be considered. Complex projects involving research are negotiated. The process of awarding government work includes announcing requests, shortlisting bidders, and evaluating technical and commercial bids.
6.5)How can companies build strong relationships with business customers?
This document discusses managing business-to-business customer relationships and the benefits of vertical coordination between buyers and sellers. It describes how closer relationships are driven by supply chain management and purchasing alliances. It also discusses the categories used to classify buyer-supplier relationships, from basic transactions to collaborative partnerships. The document notes that while vertical coordination can strengthen ties, it may also increase risks and opportunism that need to be mitigated. New technologies allow top firms to more effectively engage and communicate with their business customers.
6.4)How do business buyers make their decision?
The document summarizes the key stages in a business procurement process:
1) Problem recognition - when a business recognizes an internal or external problem or need.
2) Need and product specification - the business determines general characteristics and specifications.
3) Supplier search - the business identifies potential suppliers through various sources.
4) Proposal solicitation - qualified suppliers submit proposals which are evaluated and shortlisted.
5) Supplier selection - suppliers are evaluated and a preferred supplier is selected, with potential negotiation on pricing.
6) Order and routine specification - the final order details are negotiated and agreed upon.
7) Performance review - the supplier's ongoing performance is periodically reviewed.
6.3)Who participates in B2B buying process?
The document discusses the participants in business buying processes and their roles. It describes the buying center as consisting of individuals who participate in purchasing decisions and share common goals. Common roles in the buying center include initiators, users, influencers, deciders, approvers, buyers, and gatekeepers. Successful business marketers target specific firm types and concentrate their selling efforts on key influencers within buying centers. They must understand each participant's objectives to effectively target their efforts.
6.2)What buying situations do organizational buyers face?
This document discusses different types of business buying situations and their implications for marketing. There are three main types of buying situations: straight rebuy, modified rebuy, and new task. Straight rebuy involves routine reordering from an approved supplier list. Modified rebuy involves wanting to change some aspect of an existing purchase. New task involves purchasing a product or service for the first time. The complexity and time needed for a purchasing decision depends on factors like the cost, risk, and number of people involved. The document also discusses systems buying, where a business buyer prefers to purchase a total solution from one seller, and system selling, where sellers adopt this approach as a marketing strategy.
6.1)What is business market,& how does it differ from the consumer market?
Organizational buying involves a decision-making process where organizations establish needs for products/services, identify options, and select suppliers. The business market consists of organizations that purchase goods/services for producing other products/services. Business markets differ from consumer markets in having fewer but larger buyers, close supplier-customer relationships, professional purchasing, multiple people influencing decisions, longer sales cycles, demand linked to production, inelastic demand tied to costs, fluctuating demand, geographic concentration of buyers, and direct purchasing from manufacturers. Key challenges for business marketers include understanding customer needs, finding new growth opportunities, improving value management, and countering commoditization.
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The One Thing You Must Get Right When Building a Brand
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A framework for revitalising dead and decaying brands.(by Kohli,Thomas)
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A brand is forever! A framework for revitalizing declining and dead brands
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5-(IV)in what ways do consumers stray from rational decision process
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6.6)How do institutional buyers & government agencies do their buying?
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6.5)How can companies build strong relationships with business customers?
6.2)What buying situations do organizational buyers face?
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Make the most of a polarizing brand
- 1. Make the Most of a Polarizing Brand
- 6. EXAMPLES
- 7. Capitalizin g on Polarizati on Consumers who hate your brand can be a good thing.
- 8. try to change the haters’ minds.
- 11. Ryanair, a pioneering European discount airline Made their travel conditions worse to
- 12. Amplify a attribute. To create new products that amplify the point of differentiation
- 15. Drive a wedge in the market. Target a specific consumer segment.
- 17. Launch a provocative AD. Running ads all but designed to turn off a certain share of viewers.
- 20. BALAJI TELEFILMS is an Indian company owned by actor Jeetendra, which produces Indian soap operas, reality TV, comedy, game shows, entertainment and factual programming in several Indian languages.
- 21. It is THE most criticized yet loved Soap Operas producing studios.
- 22. Major productions include Kyunki Saas Bhi Kabhi Bahu Thi Kahaani Ghar Ghar Kii Kasautii Zindagii Kay
- 23. It’s production have always been criticized for their never ending storyline and drama.
- 24. This has made it’s negative image in the young age viewers of age group 15-30.
- 25. But, it has it’s core viewer segment in the home maker women.
- 26. It continues to portray mostly family drama and sensitive family relations in it’s productions with caters to it’s CORE AUDIENCE.
- 27. This has made it’s productions one of the longest and most successful T.V series of all time.
- 28. How can we ever forget these?
- 29. BALAJAI TELEFILMS is a prime example of how to exploit the polarization of your brand and cater to your core audience for high TRPs.
- 30. Conclusion
- 31. Managers should avoid relying on averages Fueled by social media, pockets of haters can quickly develop and spread, even for brands that once enjoyed uniform appeal.
- 32. Thank You.
- 33. DISCLAIMER Created by Divij Chopra, NIT Jaipur, during an internship by Prof. Sameer Mathur, IIM Lucknow. www.IIMInternship.com