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Miracle whip is a polarizing product.People hate it and also they love it.
This Hate factor lead this product to its heights.
The campaign using love-’em-or-hate-’em celebrities experienced a 63.1% surge in social media postings and a 14% increase in sales.
In the market, polarizing brands have always been able to hold a good promising business career for marketers
To thrive in this environment, brand managers need new strategies.
This start with using a new metric, which we call brand dispersion, that measures polarization.
Managers also need to realize that having a group of consumers who hate your brand can be a good thing.
This is the list of some selected prominent companies which have their big share of lovers and haters.
Betty Crocker brand, best known for cake mixes, icing
and other cook-at-home products, was suffering
because of rising concern of obesity, a consumer shift
towards low-carb products and criticism of food marketing
techniques.
Try to change the haters’ mind when confronted to reduce POLARIZATION
At the beginning of 2008, 4.5% of consumers could be classified as
Betty Crocker haters.
General Mills took steps which resulted in starting of a social
network MyBlogSpark promoting Betty Crocker.
Also, in collaboration with Celiac disease foundations, Betty Crocker started a website liveglutenfreely.com for
consumers.By May 2011, these action
resulted in drop of haters to 2.8%.
Ryanir, a pioneering European discount airline announced charging for access to toilets, removal of toilets, creating
standing room-only section and imposing ‘fat-tax’ on overweight passengers.
Each of the provocative announcements put the
company in the headlines and antagonized brand
detractors
Marmite, the distinctive salty British condiment since its inception in 1902 has been
a polarizing product.
Its Tagline..
It introduced Marmite XO in 2010- an extra-strength version.
The promotions garnered more than 54,000 visits to company’s website and 300,000 Facebook page views and Marmite XO was sold out as soon as it arrived in
the market.
In 2006, sales of Magners, a popular brand, soared after a promotional campaign touted it as a refreshing
iced summer beverage.
The serve-it-over-ice campaign had turned Magners into a seasonal drink, and as a result, sales dropped during cooler months and working-class consumers distanced themselves.
The leading brand of cider, Strongbow, observed this success with some envy.
In 2009, using the images featuring working-class
drinkers hoisting glasses of Strongbow as a reward for a
hard day on the job.It launched a campaign named..
The strategy succeeded. Its appeal among
traditional cider drinkers intensified and as polarization increased , so did
sales.Strongbow has maintained its leading position in bars and
pubs. Its sales in fast-growing off-trade market rose by 23% beating sales in overall cider market by 6%.
Brand fights bring brand lovers and haters both out to buy their products in a way to
support their belief on that product.
Advertisements featuring a cartoon character for endorsing a Brand is the Best Idea to create
Polarizing effect
And the Brand perfectly
adopting this formula is none other
than..
Conclusion-
If your brand is polarizing, embracing this truth can work
to your advantage.Make your brand lovers even more devoted to your brand
by antagonizing brand haters.