Internship under Professor

Dr. Sameer Mathur(IIM LUCKHNOW)

MODULE 1

Word of ADVICE from Jesse Desjardins

Tips to become a Presentation JEDI

NANCY DUARTE GARR REYNOLDS

Organization and Presentation Tips

By Garr Reynolds

How stories Resonate

By Nancy Duarte

MODULE 2

Some important concepts learned

MARKETING RESEARCH PROCESS

CREATING CUSTOMER VALUE AND CUSTOMER

RELATIONSHIPS

ANALYSING BUSINESS

ROLE OF

MODULE 3

Goodyear: The Aquatred Launch

HARVARD BUSINESS SCHOOL CASE STUDY

“The case method takes the learner through a reflective and analytic process that is very powerful,” says Robert Bruner

Purpose of the Case 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.

MODULE 4

Highly Polarizing Brands tend to perform more poorly than others, but they also tend to less risky- exhibit relatively little variation in stock price

Higher the percentage of brand lovers and brand haters, the greater the Polarization

Brand Dispersion measures the Polarization

Capitalizing on Polarization

Placate the HATERS

Research shows that negative word of mouth can greatly influence neutral customers

THE HATERS

People often feel compelled to defend a favorite product that has come under the attack and defense mounted by the fans often swayed neutral consumers into becoming supporters

Polarizing Attribute

CREATING POLARIZATIO

N

Drive a WEDGE in the market

Segmentation increases the polarization, which in turn can boost revenue

Launch a provocative

advertisment

Campaign and the negative reaction raised brand awareness and increased sales

THANKYOU

Jaannasheen SinghIIT(BHU) VARANASI

13155043