HBR Article :What marketers misunderstand by online reviews
by Itamar Simonson and Emanual Rosen
An idea to sell laptops by a manufacturer under a non-recognized brand name.
YES
How could it compete with the existing giants
such as
ASUS did this, despite being the manufacturer it established itself
By 2012 Asus was the world’s fifth-best-selling brand of PC, and by
early 2013 its tablets were the third-best-selling brand.
Brand Name, Is it that Important ?
With growing availability of options from experts and users, the importance of a brand name had diminished.
Rise in Social media helped in generation of better reviews
These are less baised, large no. People involved
Iphone 5S Xiome mi 4
Understanding Influence mix
CUSTOMERS purchase desicion are affected
BY
P prior preferences, beliefs, and experiences
M information from Marketers
O other people and information services
INFLUENCE MIX
HOW MUCH DOES OPINION MATTER ??
Once firms understand where a product falls on the O continuum, they can consider the
strategic implications
in four realms
Competitive Position
COMMUNICATION
Product Segmentation
An indivual who has understood the value of Online Reviews is less likely to go back
INDIAN Context
Xiome main source of MARKETING is User reviews
The world's 3rd largest smartphone distributor
Brands like Karbonn and XOLO has established themselves by both Marketing and Reviews
Karbonn Mobiles is a telecommunication firm in India which was founded in March 2009.
It is a joint venture mobile manufacturing company between the Bangalore based United Telelinks Limited and Noida based Jaina Marketing & Associates.
Xolo is an Indian smart devices brand launched in early 2012 by Lava International or Lava Mobiles. Its head office is located at Noida, Uttar Pradesh, India.
Zomato is an online restaurant search and discovery service providing information on home delivery, dining-out, cafés and nightlife in cities of India and 21 other countries