Date post: | 16-Aug-2015 |
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Marketing |
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How to Present successfully?
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Too much information
Not enough visuals
Visual Vomit
Lack of preparation
Crap Quality
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Your stories definewho u are.
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Its their story,
Not yours
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Garr Reynolds
Jesse Desjardins9
Harvard Business Review
Make the Most of a
Polarising Brand
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Module 4
Polarising Brand –
Some Love it.Some Hate it.
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Marketers at Kraft foods realised that passionate detractors can be a good thing for the company.
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Some companies
have boosted sales
by increasing
number of haters.
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Strategies to consider
for a polarizing brand
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- Placate the Haters
Make someone
less angry.
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To assuage Brand’s Critics, it started a social network,
MyBlogSpark in 2011,putting up its own posts to
defusebloggers’ complaints.
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Betty Crocker became the first major brand to develop a gluten-free baking mix. The share of Betty Crocker
brand haters had dropped to 2.8% from 4.5%.19
- Poke the Haters
The defence mounted by fans
often sways neutral consumers
into becoming supporters.
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Ryanair, a European airlines, was in headlines and cemented its reputation
for going to great lengths to offer rock-bottom fares.
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- Amplify a Polarising Attribute
Amplify the point of
differentiation.
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Creating Polarization
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Drive a wedge in
the market
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After a promotional campaign,-touted it’s Drink as a refreshing iced summer beverage.-decreased its sales in cooler climate.
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STRONGBOW, the leading company in cider took this as an advantage.
It decided to invest more heavily in thecore market.
Result – sales increased by 29%.
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Launch a Provocative Ad
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Progressive Insurance launches a character ‘flo’ for an advertising campaign.
Some liked her and some hated her.
But it overall increased the brand awareness and increased sales. 29
Learning to assess and exploit brand dispersion is important to understand.
Fueled by social media, pockets of haters can quickly develop and spread, even for brands that once enjoyed uniform appeal.
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Harvard Business School
Module 3
Case
Studies
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Branding Yoga
To understand how to brand a business.
How a business creates customer value.
Importance of Branding.
Is everything Brandable?
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$6 billion business.
•Bikram’s Style•Tara Stiles approach
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Tara Stiles
Believed that yoga is more of a personal thing
and can be practiced anyway one likes.
Bikram Choudhary
Believed in copyright and patent of yoga.
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In 1979, Bikram trademarkedhis company’s name, Bikram’s
Yoga College of India.
In 2002, he decided to Patent his Bikram’s style.
By 2011, some 5,000
BikramYoga Studios had
opened around the world.
According to one
estimate, Bikram’s
business was earning
$5 million a year.
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In 2008, opened her own yoga studio, Strala Yoga.
She was highly secular.
Making yoga “cool”.
She had no plans to patent her style.
Tara Stiles
In 2009, the advocacy group Hindu American Foundation (HAF) , concerned over yoga’s
commercialisation, launched a campaign – “Take Back Yoga- Bringing to Light Yoga’s Hindu
Roots”
Goal was to get U.S. yoga devotees to
acknowledge that the roots of yoga came
from Hindu faith.
In March 2011, Sheetal Shah of HAF,
Tara Stiles, and many other
professors from many colleges
participated in a discussion at
Princeton University called “The
Politics of Yoga.”
Debate
Yoga is not only
about physical
exercise but it
has some
spirituality
attached with it.
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Bringing
the
Brand to
Light
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Chris Prangel has returned home to manage the marketing operations of Mountain Man Brewing Company (MMBC), Experiencing declining sales for the first time in its historydue to changes in beer drinkers' taste preferences.
Want to launch Mountain Man Light, a"light beer” attracting younger drinkers.
Insights
from the
Kotler
textbook.
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Marketing is a management process responsible for identifying, anticipating and satisfying customer requirements,profitably.
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Marketing Channels
Communication channels
Distribution channels
Service channels
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The four P’s
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Effective Target marketing requires:- Market segmentation- Market targeting- Market positioning
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Different regions in India have different
food cultures, different Climates and accordingly
different Requirements.
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Only very large firms such as Microsoft, General Motors and Coca-Cola can undertake full-market coverage.
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Dell offers customers to design their own products and configure them.
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Requirements for effective segmentation
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A brand is a name, term, sign, symbol, design, or some combination of these, intended to identify the goods and services of one seller or group of sellersand to differentiate them from those of competitors.
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Constructing a Brand positioning
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Brand Value Diagram
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BMW is niche marketer and has maintained its difference and exclusivity.
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Created by Sonali Gupta, Indian Institute Of Technology, Roorkee, during an internship by Prof. Sameer Mathur, IIM Lucknow.
www.IIMInternship.com