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 SinglaIndian Institute of Technology(BHU), Varanasi

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!!

“ Usually Power point kills”

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

Too much info in one slide

1.Mistake

Not enough visual content / Lack of pictures

2.Mistake

Poor design quality

3.Mistake

Visual Vomit

4.Mistake

Lack of Preparation

5.Mistake

Prepare Design Deliver

“Mesmerizing your audience by storytelling is the best

way to present!!!”

Analysis of the HBR Article:

“What marketers misunderstand about online

reviews?”

What Marketers

MisunderstandAbout Online Reviews?

With the growing availability of opinions fromexperts and users, the importance of a brand name had diminished.

Past• Buyers depended

on marketing concepts provided by the company.

Present•Buyers now rely on online customer reviews and social media before a purchase.

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

customers.”

There are two tools to help managers decide their tactics:

The Influence mix 

The O Continuum

Influence Mix

Prior experience

s (P)

Information

from marketers (M)

Input from other

 people (O)

O Continuum

Refers to

“ On understanding the dependence of

consumers on

‘O Continuum’, companies can

make

strategic changes

in various streams”

Companies in O-dependent markets can improve

their previously established

“Competitive Position” because of the new reviews coming up on every product.

Instead of celebrity endorsements, companies should focus on generating user reviews and

“Communication” of authentic content on internet retail.

“Market research” usually aims to predict the

kinds of products consumers will like by systematic tracking of information from review sites.

Companies should analyze different

“Consumer and product segments”

and tailor their marketing strategies accordingly.

CONCERN OF THE MARKETERS

Are online reviews genuine without

any manipulation and fraud???

“These review websites have become increasingly sophisticated in filtering

out fake reviews”

“ These ideas have been

implemented by certain companies and campaigns

in India as well!!!”

Online Shopping giant “FLIPKART” grew into a 5000 crore venture byanalyzing the requirement and reviews

from its customers!!

Social media played a huge role in

AAP’s success in both the 2013 and

2015 assembly elections in Delhi.

“Reviews as a source of earning”

ANUPAMA CHOPRA(FILM CRITIC)

KESHAV MALIK(ART CRITIC)

Many review websites such as realreviews.in and onlinereviewpal.com have come up in India exclusively with

the customer reviews in every field.

“A Case Study on Bangalore-based Real Estate Company

(Bangalore Realty Limited- BRL).”

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!

Help customers for making decisions about ‘continuance’ or ‘withdrawal’ or ‘staying away’

from the projects of BRL.

Online reviews

Help BRL itself by monitoring and responding to such reviews through setting up of appropriate

customer complaints handling system.

Online reviews

S.No Website Code Date of First Post

Date of Last Post

Date accessed

No. of reviews

1 www.indianpropertyforum.com

I 04 Apr 2011

10 Oct 2013

16 Apr 2014

94

2 www.feedbackerteam.com

II 28 Apr 2011

17 Aug 2011

17 Aug 2014

30

3 www.indianrealestateforum.com

III Apr 2010 Jan 2014 16 Aug 2014

28

4 www.complaintsboard.com

IV 13 Feb 2012

30 Jul 2014

17 Aug 2014

25

5 www.consumercomplaints.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.com

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

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. 

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.

“The message is loud and clear :

Ignore the online reviews at your

own peril”

Some concepts from

“Kotler” related to the

article.....

The selection of communication channel is very important to carry the message

of the company forward efficiently.

Communication channel

PersonalNon-

personal

Personal communication channels directly relate to the importance of online reviews, wherein positive reviews can help increase

brand value on online portals!!

Organising

online forums and communities

(Social media) can provide companies with useful, hard-to-get

customer insights!

Kodak has found that peer-to-peer

recommendations and reviews within the ‘Idea Center at Kodak Gallery’ has

led to more frequent purchases.

Bloggers who

review products have become

an important concern because

they may have thousands

of followers influenced by their

perception!

Online reviews play an important role in

“Post purchase Actions” of a customer, making the customer feel

delighted or disappointed from the purchase!!

Will come to those companies which closely track the sources their

customers refer to during purchase and find the best marketing tools to control them!!

“These slides were prepared by ‘Kartik Singla’

as a part of an internship done under ‘Prof. Sameer Mathur’ (www.IIMInternship.com).”

Disclaimer