Make the most of a polarising brand

Make the most of a polarising

brand

Based on an article of

HBR

Miracle Whip

Miracle Whip is dressing manufactured by Krafts Food

When Marketers at Krafts Foods began researching

shopper’s attitudes toward the dressing, they found

surprisingly deep emotions.

There

were Haters

There were lovers

It turned out that Miracle whip is a polarising product

The company decided to go for social media

campaign.

The strategy was successful and during the campaign

Miracle Whip experienced a 631% surge in social media and 14% increase in sales.

Brand Dispersion

Marketers gauging for Customer attitudes have

traditionally relied on “mean” or “net” scores.

Promoters

Detractors

NPS

Brand with middle NPS can too be highly polarising, with large number of fervent supporters and

passionate distracters.

This can be deceptive.

Here Brand Dispersion is applied

Higher percentages of Die hard supporters and die hard

haters, higher the Polarisation.

And polarisation too helps a company to increase its

revenue and stay away from the competition.

Haters too helps a company to grow.

Capitalizing on Polarisations

Three strategies to consider

Placate the hater

Poke the haters

Amplify a polarising attribute.

Create a larger pool of potential buyers

Change the haters mind

Placate the hater

General Mills used this approach of “Placate the haters.”

Poke the HatersSome companies succeed by intentionally antagonizing brand detractors. This can create buzz and reinforce the brand’s connection with its most enthusiastic consumers

Amplify a polarizing attribute

Often a single characteristic is responsible for the deep schism between a brand’s fans and its detractors. Instead of seeking to narrow the gap and reduce the haters’ rancor, as General Mills did with Betty Crocker, some companies decide to create new products that amplify the point of differentiation, in the hope of bolstering loyalty among (and revenue from) diehard fans.

Bollywood Industry

There are die hard fans who can’t even listen a bad word for their hero and others who don’t

even watch the best of movies because they say, “it’s Bollywood”

Micromax

Micromax wanted made its image in India as a cell phone selling company for middle class people, but due to its poor quality with less durability products, it lost faith of few of its customers.

Micromax applied polarising market strategy.

Disclaimer

Created by Aakash Tripathi, IIT(BHU), during an internship by Prof. Sameer Mathur, IIM Lucknow.