bm project ppt brand controversy

8/8/2019 BM Project Ppt Brand Controversy

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The good, the bad & the ugly

Suparna Bhandari (09P056)

Swati Chauhan (09P057)PrakharAsthana (09P100)

Pallavi Aron (09P038)

Amritanshu Pandey (09P007)Hareet Arora (09P020)


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The Good

Break the

clutter Differentiate

Higher recall

The Bad

Short term

gain Long term

loss

The Ugly

Ethical Crisis

Loss of trust


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Average Human is exposed to 3000

commercial messages a day .

Controversial and confrontational marketingbring immenseWOM benefit & excitement

for the brand.

Examples : UCB United Colors

Axe effect ChocolateAxe

Dove Real Beauty


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Offensive Branding Campaigns: attempts at

hard-hitting & differentiated campaign may end

up hurting the consumers sentiments. Whitening creams ads derogatory to dark skinned people

Brand Ambassador Controversy: brand

becomes tainted Mr Lalit Modi antics dented Brand IPL

Tiger Woods controversy


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A scandal changes the value of a brand &

brand equity forever.

Controversies have ranged from productdefects to defects in the way the company

does business.

Examples A

didaas was battered forsourcing from Indonesian factories that wereusing child labor.


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Controversial branding can be

both very successful or veryharmful. Brand - culmination of yrs of

effort for establishing credibility Minor issue -> raging crisis in a

fraction of a second. Years of investment on brandmay disappear in a flash.

Brand Managers must knowhow to deal with unanticipated

crises

CustomerPower

24 hournews

channels

Social

Media RTI

OnlineConsumer

Forums


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Positive Controversial BrandingWhy is controversial branding more attractive & giveshigher brand recall among consumers

CASE ofAXE Dark Temptation v/sAXE Instinct

Crisis Management:Understanding the importance of timely crisisprevention & management in the modern world.

Case of Nokia

Brand Ambassador Controversy E.g. Case of Tiger Woods


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Seed Objective

Establish that women find chocolate irresistible

Background chocolate in Asia Market

Chocolate in Asia is mainly associated to a sweetproduct for kids.

There was a need to change present chocolateas a sensual product loved by girls.


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The Times of India

HT

Seed Phase- OBJECTIVE

Women Find Chocolate Irresistible

Establish Chocolate as an aphrodisiac


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PR

CoverageSeed


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The objective was to launch Axe DT in a unique andspectacular way

Axe Dark Temptation Chocolate Fashion Show


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After running successfully for three weeks, the

Chocolate Man Ad was banned by the Indian I&B

Ministry on the grounds of it being obscene.

By this time, the ad had managed to capture enough

eye balls for it to become a hot topic of discussion.

Though the TVC was pulled off air, this ad ban resultedin immense pr coverage for Axe DT.

1.8 million hits on You-tube to watch the banned ad


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DNA After Hours

Deccan Herald

Metrolife

Asian AgeChennai Chronicle


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After more than a month being off air, the ban on

the Axe DT Chocolate Man TVC was uplifted.

And an edit without the objectionable scenes

(butt biting and ear licking) was allowed to be put

on air. This 20sec super safe edit would be on air from

15th Oct to 31st Oct 2008.


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A controversial branding campaign is betterable to break the clutter & gives higher

brand recall in the eyes of the consumer. Comparing 2 branding campaigns ofAxe

Controversial branding AXEDark Temptation

No-Controversial Branding AXE Instinxt

Research Problem: To evaluate theeffectiveness of the The Inxtinct ad vis--visThe Dark Temptation campaign , amongstboth, users and non-users ofAxe.


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Universe Fixation & Methodology:

Triad One: Users ofAxe Moderator: PallaviAron Members: Raghoo Puri (24, Jalandhar), Nikhil Taneja

(24, Delhi), Gautam Jadhav (25, Mumbai)

Age Gender SEC Location Occupation Methodology

21-25 yr

olds

Male A Gurgaon College students and

young working

professionals

Discussion amongst groups

of three (Triads)


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One respondent (Raghoo) sent out of room; other 2 shown the ad, then askedto describe the ad to the first respondent

Parameters Axe Inxtinct Axe Dark temptation

Comprehension Storyboard narrated with accuracy Narrated with excitement & accuracy

Benefit Maybe 15-16 year olds would think itworks, not us

More effective as Chocolate is alreadyan aphrodisiac

PotentialLikeability

"This time, the boy is chasing thegirl, normally it's other way round.

Doesn't feel like a normal Axe ad."

Highly appealing & smooth

Relevance Even though into gaming, did notfind the ad relevant

More relevant as "girls also likechocolate and find it irresistible."

Clutter Breaking

Ability

Unaided recall almost nil : Too

technical ( gaming part )

High recall (unaided) Will talk to friends

about it especially after the ban

Emotional

Response

Could not connect with gaming

aspect old thought

Was 'sensual' without being in-your-

face. Humour element by showing a

dorky guy undergoing a transformation.


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Moderator: Amritanshu Pandey

Members:

Prateek Gandhi (25, Delhi) Abhay Mehta (24, Surat)

Kosal Malladi (25, Mumbai)

Members: Prateek Gandhi (25, Delhi)

Abhay Mehta (24, Surat)

Kosal Malladi (25, Mumbai)


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One respondent (Prateek) sent out of room; other 2 shown the ad, then askedto describe the ad to the first respondent

Parameters Axe Inxtinct Axe Dark temptation

Comprehension Noticed Gamer 1 , Gamer 2, Gamer 3

and also noticed the gunshots &other details

Narrated the whole ad with vivid

description

Benefit MakesAxe guys look desperate

and wannabe. All axe ads are like

that. They wont use axe (too crass)

Puts the guys in better lights, greater

perceived benefit

Potential

LikeabilityInxtinct is too strategizing andthe man has to work hard to gain

a woman.All deodorants showthat

Chocolate is a normal thing to acquirea girl. Thus, despite being non-users,

they immediately recognized the shiftin the normalAxe communication

Relevance Not relevant to them Have used chocolate in the past to woo

women, thus relevant

Clutter BreakingAbility

Too much strategizing, nothingunusual

Girls biting of the chocolate man , highrecall


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Axe Dark Temptation(DT), although launched

almost a year earlier, showed a higher recall

The controversial appeal much higher for DTad thanAxe Instinxt ad

DT ad more effective with strongerestablished association b/w chocolate & girls

The fact that theAxe ad was bannedtemporarily and then again put on air, gave a

forbidden fruit type appeal to DT


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HYPOTHESIS:A negative controversy

surrounding a brand ambassador negatively

affects the brand endorsed Typical case of Bad Controversy or negative

controversy

The Controversy: AllegedAffairs revealed

2009 + Car Crash in 2007


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Davie Brown Index dropped by 18 points: Quantifies celebrities ability to influence brand

loyalty & consumer purchases

For Woods index dropped to 24th from 6th place

List of Endorsements dropped:Woods earns over $100 million a year

from endorsement deals. Gatorade (PepsiCo) worth 1 million $ Tag Heuer worth 5 million $


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NikeReputation Crashes

Nike's reputation with women over 18 has

declined since Woods Nov. 27 car crash.

Figure 1: Source - www.brandweek.com


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Gillette Bounces Back

Since the companys announcement that it

would limit marketing featuring Woodsscoreshave rebounded to 20.4.

Figure 1: Source - www.brandweek.com


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Brands Endorsements is a double edged sword

Lessons for Marketers

Assume the Worst - any celebrity, no matter howseemingly idealistic, will have a media issue at somepoint or the other

Diversify your Marketing Assets - Brands should useendorsements as 1 element of a multi-

faceted program. Have a Back-Up Plan If disaster strikes, brands

must be prepared. Whats the plan to deal with anycelebrity disaster fallout :whats the back-upMarketing plan?


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Classic Example of ugly controversy HYPOTHESIS: A consumer remembers a negative

association with a brand much more than a positive

association Key Facts InAugust 07, Nokiawas forced into one of the world's

largest product recalls Batteries in 46m of its phones were potentially faulty

More than 0.5 billion pounds wiped off the company'sstock

Recall costed Nokia 500m Shares dropped by nearly 1% to 22.42.


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ExcessiveNegative publicity on all Social mediasites, Websites, blogs, newspapers & NationalTelevision News ensued


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Nokia has set up a page on its website to dealwith consumers worried that their phone maycontain one of the faulty batteries.

Nokia replaced about one million batterieswithin six months, even delivering them toconsumers doorsteps.

Immediately set-up helplines all over the country The CEO himself gave statements on National

Television assuring the customers of full support& grievance redresssal


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Thank You!!

bm project ppt brand controversy

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