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intern under prof. mathur
This document covers topics from 4 modules of an internship. Module 1 discusses tips for effective presentations from authors Nancy Duarte and Garr Reynolds. Module 2 covers important marketing research and customer relationship concepts. Module 3 examines a Harvard Business School case study on Goodyear's Aquatred tire launch. Module 4 discusses how highly polarizing brands can perform better through increased brand awareness, though they are also more volatile. It provides strategies for capitalizing on and creating polarization through segmentation, provocative advertising, and managing brand haters and fans.
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- 1. Internship under Professor Dr.Sameer Mathur (IIM LUCKHNOW)
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- 7. Tips to becomea Presentation JEDI NANCY DUARTE GARR REYNOLDS
- 8. Organization and PresentationTips By Garr Reynolds
- 9. How stories Resonate ByNancy Duarte
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- 12. Some important conceptslearned
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- 16. CREATING CUSTOMER VALUE ANDCUSTOMER RELATIONSHIPS
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- 25. Goodyear: The Aquatred Launch HARVARDBUSINESS SCHOOL CASE STUDY
- 27. “The case methodtakes the learner through a reflective and analytic process that is very powerful,” says Robert Bruner
- 28. Purpose of theCase Study The case method gives students the ability to quickly make sense of a complex problem, rapidly arrive at a reasonable solution, and communicate that solution to others in a succinct and effective manner.
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- 32. Highly Polarizing Brands tendto perform more poorly than others, but they also tend to less risky- exhibit relatively little variation in stock price
- 33. Higher the percentageof brand lovers and brand haters, the greater the Polarization Brand Dispersion measures the Polarization
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- 35. Placate the HATERS Researchshows that negative word of mouth can greatly influence neutral customers
- 36. THE HATERS People often feelcompelled to defend a favorite product that has come under the attack and defense mounted by the fans often swayed neutral consumers into becoming supporters
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- 39. Drive a WEDGEin the market Segmentation increases the polarization, which in turn can boost revenue
- 40. Launch a provocative advertisment Campaignand the negative reaction raised brand awareness and increased sales
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