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3

4

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