Download - 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!!