slides

1. What Marketers misunderstand
about online reviews?
Harvard Businees Review Article
Presented by : Haneesh Vengala
IIT MADRAS

4. TOOLS

7. O continuum

9. Competitive position
• Domains where consumers are O-dependent
,branding takes less importance
• New companies find relatively low barriers to
entry
• They can diversify more easily than others

10. Examples

11. Communication
• In recent years , buyers have turned to
online reviews and user information

12. • Banner ads to create brand awareness are less
successful
• The weight of trusted reviews over-rides ads and
celebrity endorsements

13. Market Research

15. Product segmentation

23. • The concepts in article are related to
concepts of “Keller and Kotler” textbook

25. • Companies need to shift their marketing strategies and
accordingly implement the right marketing channels by
conducting research on how the consumers are buying
their products

27. Sources:
https://hbr.org/2014/01/what-marketers-misundersta
. Keller and Kotler textbook
. Google Images
. Google Fonts

28. Created during an internship under the guidance of
Sameer Mathur.(IIM LUCKNOW)