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Make the Most of a
Polarized Brand
Brand Management
Group-1 Sec A IIM Lucknow
Bharti Yadav | Biswajit Samaddar | Prerna Pal | Rohini Kumar | Tuhin Rawat
Agenda
Brand Dispersion
McDonald’s Example
Why Polarization?
Polarization Chain
Driving the wedge in the market
Launching Provocative Ads
Summary
Strategy
Adopted by
Miracle Whip
• Take a stand (2010)
• Love or Hate(2011)
• Social voting and
small incentive
Chain of
Polarization
Antagonize
Reinforce
brand
Connection
Defend
the
brand
Leverage
the brand
Image
1
2 3
4
We wish to affirm that we that we treasure and
respect everyone in equal measure and do
not support any form of discrimination
We welcome consumers to take a tour of
the kitchen any time any day
Placate the Haters
Poke the haters
Ris
e in
Neg
ativ
ity
Rise
in P
ub
licity
Where they reached ?What they did ? What happened ?
AIB Knockout 28th
Jan 2015
A song with slightly profane lyrics and a catchy video that
became viral just in few days of its release
Managed to earn 4 times of its budget
Aamir Khan’s Warning - not to watch
the movie because of various cuss words used in the movie
Levis campaign in 2010 : Unbotton me!
showcase its product as second skin
Bold Visuals | Catchy Lines
highlighting the ‘cool’ quotient to a young target
audience
Launch a provocative ad
Drive a wedge in the market
Refreshing iced summer beverage
Turned Magners into hip drink for
young upscale professionals
Invested more in core market
Promoted it as – “Bowtime: Hard
Earned”
In a Nutshell
Create the BUZZ by provocative
ads or creating wedge in the
market, then POKE the users and
PLACATE them and eventually
leverage your brand
References
http://timesofindia.indiatimes.com/entertainment/hindi/bollywood/AIB-Knockout-Roast-Celebrities-react-to-the-controversy/photostory/46195429.cms
http://www.bloomberg.com/bw/stories/2006-08-09/india-pesticide-claims-shake-up-coke-and-pepsi
http://www.rediff.com/money/2006/dec/24cad.htm
http://www.businessinsider.in/Tough-times-ahead-for-McDonalds-KFC-Pizza-Hut-in-India/articleshow/46443341.cms
https://hbr.org/2013/11/make-the-most-of-a-polarizing-brand