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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.