HBR Article :What marketers misunderstand by online reviews

by Itamar Simonson and Emanual Rosen

An idea to sell laptops by a manufacturer under a non-recognized brand name.

YES

How could it compete with the existing giants

such as

ASUS did this, despite being the manufacturer it established itself

By 2012 Asus was the world’s fifth-best-selling brand of PC, and by

early 2013 its tablets were the third-best-selling brand.

Brand Name, Is it that Important ?

With growing availability of options from experts and users, the importance of a brand name had diminished.

Rise in Social media helped in generation of better reviews

These are less baised, large no. People involved

Iphone 5S Xiome mi 4

Understanding Influence mix

CUSTOMERS purchase desicion are affected

BY

P prior preferences, beliefs, and experiences

M information from Marketers

O other people and information services

INFLUENCE MIX

HOW MUCH DOES OPINION MATTER ??

Once firms understand where a product falls on the O continuum, they can consider the

strategic implications

in four realms

Competitive Position

COMMUNICATION

Product Segmentation

An indivual who has understood the value of Online Reviews is less likely to go back

INDIAN Context

Xiome main source of MARKETING is User reviews

The world's 3rd largest smartphone distributor

Brands like Karbonn and XOLO has established themselves by both Marketing and Reviews

Karbonn Mobiles is a telecommunication firm in India which was founded in March 2009.

It is a joint venture mobile manufacturing company between the Bangalore based United Telelinks Limited and Noida based Jaina Marketing & Associates.

Xolo is an Indian smart devices brand launched in early 2012 by Lava International or Lava Mobiles. Its head office is located at Noida, Uttar Pradesh, India.

Zomato is an online restaurant search and discovery service providing information on home delivery, dining-out, cafés and nightlife in cities of India and 21 other countries

Firms must adjust their

strategies

according to

changing environment

Companies Must

Keep a Track of

Sources of Information

Created by Hardik Wadhwa, IIT BHU,

during an internship by Prof. Sameer Mathur, IIM Lucknow