WHAT MARKETERS MISUNDERSTAND ABOUT ONLINE REVIEWS
MANAGERS MUST ANALYZE WHAT’S REALLY DRIVING BUYING DECISIONS AND ADJUST
THEIR STRATEGIES ACCORDINGLY
TOOLS FOR MARKETING STRATEGIES
1) INFLUENCE MIX
2) O CONTINUUM
AS RELIANCE ON 1 INCREASES, ON OTHERS DECREASES.
SO IT IS A ZERO SUM GAME
O CONTINUUM
HOW MUCH COMPANIES DEPEND ON O WHEN MAKING DECISIONS ABOUT PRODUCTS?
ANSWERS ARE PRESENTED AS POINTS ALONG THE O CONTINUUM
NOW LET US CONSIDER 2 BRANDS HIGHLY DEPENDENT ON O
BOTH ARE AT OPPOSITE ENDS OF THE SUCCESS LINE-
XIAOMI BEING HIGHLY SUCCESSFUL WHILE
LUMIA BEING UNSUCCESSFUL
NEWCOMERS HAVE LOW BARRIERS TO ENTRY AS LESS IMPORTANCE ON BRANDING,
SO MARKET HIGHLY VOLATILE AND DISRUPTIVE AND A NEW
BRAND CAN GAIN MARKET SHARE QUICKLY
XIAOMI’S ACHIEVEMENTS
A PHONE WORTH $300 SELLING FOR $300
JUST IN TIME WITH JUST THE RIGHT AMOUNT
XIAOMI’S ADVERTISEMENT SPENDING =
SO MONEY SAVED=
PRICE REDUCTION IN PHONES
(ZERO)
ALSO
CONSUMERS IN ASIA ARE MORE PRICE SENSITIVE,
SO SEGMENTATION DONE EXCELLENTLY
THEN HOW COME ALL THE EXPOSURE
WAIT FOR IT…..
YEAH YOU GUESSED IT RIGHT
O
CRITICS AND EXPERTS GAVE EXCELLENT REVIEWS AND RATINGS
CUTTING EDGE TECHNOLOGY PROVIDED AT DIRT CHEAP COST,
SO WORD SPREAD LIKE
WHAT HAPPENED TO LUMIA WHICH HAD THE BACKING OF SUCH A
TRUSTED BRAND(NOKIA)-
IT DIDN’T CHANGE
ALSO
NEGATIVE REVIEWS HIGH PRICES
LIMITED APPLICATIONS
RECOMMENDATIONS:
MICROSOFT(PREVIOUSLY NOKIA) SHOULD SEGMENT THE MARKETS PROPERLY AND PRICE IT’S PRODUCTS ACCORDINGLY
IT CAN USE ECONOMIES OF SCALE AND ALSO CUT DOWN ON ADVERTISEMENT SPENDING TO LOWER ITS PRICES
LETS CONSIDER UNCONVENTIOAL INDIAN BRANDS WITH WHOM EVERYBODY IS FAMILIAR WITH
RAHUL GANDHI
NARENDRA MODI
BRAND MODI OVERCAME THESE CHALL-ENGES
TWITTER FOLLOWERS
0.12 MILLION 13.5 MILLION
RAHUL GANDHI NARENDRA MODI
FACEBOOK LIKES
0.4 MILLION 29 MILLION
RAHUL GANDHI NARENDRA MODI
WE CAN EASILY SEE THE DIFFERENCES OF THEIR IMPACT ON
SOCIAL MEDIA AND THE RESULT BEING
THROUGH HIS INTENSIVE CAMPAIGN ON SOCIAL MEDIA THE YOUTH WAS
BEHIND HIM
WHILE
RAHUL GANDHI THREW AWAY HIS ADVANTAGE OF BEING A YOUNG LEADER BY REMAINING ALMOST
INVISIBLE
HE CAME, HE SAW, HE CONQUERED
WHAT CAN BRAND RAHUL DO TO UPLIFT ITS BRAND ?
DRASTICALLY INCREASE ENGAGEMENT ON SOCIAL MEDIA
SPEAK A LOT MORE ABOUT IMPORTANT ISSUES AND DO NOT PUT HIS WEIGHT BEHIND ONLY ONE
CHANGE THIS STRATEGY AS DEVELOPING INDIA SEEKS MORE
IF BRAND RAHUL IMPROVES SITUATION MAY CHANGE FROM
SO , THINK ABOUT THE PAST AND CHANGE THE FUTURE
AS THOSE WHO CANNOT REMEMBER THE PAST ARE CONDEMNED TO
REPEAT IT
CREATED BY AMOD BANSAL,
THAPAR UNIVERSITY DURING AN INTERNSHIP BY
PROF. SAMEER MATHUR ,IIM LUCKNOW
(WWW.IIMINTERNSHIP.COM)