MAKE THE MOST OF A POLARIZING BRANDBy- Xueming Luo, Micheal Wiles, and Sascha Raithel.

Group of opinion of people to

adopt extreme opposing

position to Love it or Hate it.

Highly polarizing brand tend to perform more poorly than other, but also tend to be less risky to exhibit relatively little variation in stock price.

Now let’s see an

example who made the

polarizing brand worthy

MIRCLE WHIP

Like it or Hate it

Miracle Whip is a dressing

manufactured by Kraft Foods and

sold throughout the United States

and Canada.

Its something like Mayonnaise!

When Marketers at Kraft began

researching shoppers’ attitudes

toward the dressing, they found

surprisingly deep emotions.

Company’s Opinion

The Strategy worked for 631%

of surge in social media and

14% increase in sales…

Top

polarizing

company’s

CUSTOMER ATTITUDE

FERVENT SUPPORTER

PASSIONATE DISTRACTORS

Social media give brand detractors

ready outlet for broadcasting their

dislike.

Placate the Haters

Change Haters Mind

Followed by:

Betty Crockery Brand to assure

brand critic’s

Started Social Network

campaign

By the end of campaign

Betty Brand hater dropped

By 2.8% from 4.5%

POKE THE HATERS

Intentionally antagonizing

Brand detractors

Reinforce brand’s Connection

Amplify the points of differentiation.

To amp up the enthusiasm among its

most ardent fans, it launched.

Due to proper social

media publicity and

harnessing product

polarization, Its sales were

very successful.

Targeted young crowd

Heavy investment

As a result sale raised by 23%

brand awareness

and increased

sales.

AnalysisThe idea is that the brand will

not only benefit by increased

sales and from loyal customer

but also from brand publicity

and profile generated

Polarizing brand

Polarizing add value to brand

Example for polarizing brand

Brand Dispersion

Capitalizing on polarization

Poke the haters

Amplifying the polarizing attributes

Creating polarization

Derive a wedge in market

Launch od productive ads.

Analysis

Credits:

www.google.com

www.flikr.com

www.wikipedia.com

www.hrb.org

Created by: Ishwarkumar Teggi,

Siddaganga Institute of

Technology, Tumakuru

During an Marketing Internship

by

Prof. Sameer Mathur,

IIM Lucknow.

(See:www.IIMInternship.com)