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in marketing, in essence, is
when a person/product/service creates such a
that they
draw in a group of fans, but run the
Dispersion captures the covert in
evaluations of brands among consumers who
the brands, which would affect an investor’s
decision to buy or sell a stock.
The higher the dispersion,
cross-consumer ratings of the brands
MOST POLARIZED
LEAST POLARIZED
McDonald’s
Starbucks
BP
T Mobile
Coca Cola
Nike
Microsoft
Apple
Acer
Air France
EasyJet
Luftansa
FEDEX
Intel
Amazon
Polarizationof selected
brands
oIn 2003, worms were found in a Cadbury product
oThe heat of negative publicity melted Cadbury's sales by 30 per cent
in 2weeks - “ No infestation at manufacturing stage”
o3 months later, ad campaign featuring and a
oSpent Rs 15 crore to import machinery
oCompany launched ‘Vishwas’, an initiative to educate 190,000 retailers in
key states
o Indian viewer’s vernacular proclivities
o Cricketing Knowledge in all age groups
o Celebrity Influence
o Cheerleading
o Allegations of poor corporate governance
o Match fixing
o Misappropriations
o Countries which are banned from participating
o Love – It floored the country with its super-value smartphones
o A bonafide bargain compared to other smartphones with similar
specifications
o 90,000 phones were sold out in 5 flash sales, and last sale saw
20,000 units sold out within 2 seconds
o Anger and fury, following the despair rising due to the
of the phones – a consequence of the
overwhelming love
o The makers could have and
filled the gap
o It is a possibility this was done intentionally to create a buzz
o They are not looking at making profits – but these phones are a
starting point to an ecosystem build around their devices which will
be helped by the buzz
Brand-essence of ‘ ’ by becoming fairer
Direct of women who are not
“white skinned”
Haters challenge the “Fair is Pretty” claim, yet
They know their targets, and they are constantly appealing to
them.
o A campaign that preached knowledge through its internet
network, making the education system look bad
o An abbreviation that is a near-homonym to the famous IIMs
o Banked on self-dependency but ended up demeaning everything
else
o Yet, increased.
vis-à-vis competitors
polarize ?( FCB model of consumer behavior )
InformativeThinker
AffectiveFeeler
HabitualDoer
Self-Satisfaction
Reactor
High
In
volve
men
tLo
w In
volve
men
t
Thinking Feeling
References• http://economictimes.indiatimes.com/
• http://www.livemint.com/
• http://in.mondelezinternational.com/home
• www.iplt20.com
• http://www.zdnet.com
• http://www.mi.com/in/
• http://www.fairandlovely.in/
• http://www.ideacellular.com/
• http://www.fontspace.com/