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HBR_Artcile_Analysis__Himanshu

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HBR_Artcile_Analysis__Himanshu

  1. 1. HBR Article Analysis Submitted by: Himanshu Upadhyay What Marketers Misunderstand About Online Reviews. HBR. Simonson, I. & Rosen, E. (2013)
  2. 2. PART 1 REVIEW & SUMMARY What Marketers Misunderstand About Online Reviews. HBR. Simonson, I. & Rosen, E. (2013)
  3. 3. Communication: Uni-lateral to Multi-Lateral • The way of communication is changing with the emergence of multiple information platforms. • What used to be a unilateral communication from an organisation to consumers has changed to a multi-lateral communication. Organisation/Product Consumer Product Information Earlier Organisation/Product Consumer Product Information Now Consumer ConsumerConsumer
  4. 4. Factors Affecting Customer Purchase Decision The purchase decision to buy a particular product/service is influenced by three things: • Prior preference, beliefs & experiences - P • Information from Marketers – M • Input from other information sources - O Prior Preference Marketing Information Other Sources P M O Influence Mix
  5. 5. How Influence Mix Works ? Purchase Decision = P x M x O • The multiplication of P, M & O is constant and is proportional to purchase decision. • If “O” Increases the influence of “P” & “M” decreases and vice versa • Previously the value of “O” i.e. the information from other sources/people/consumers use to be low, but with the emergence of web 2.0 & social media, the value of “O” is increased.
  6. 6. O - Continuum To what extent consumers depend on “O” when making decision about their products? • Consumer’s dependency of “O” for a product is a factors of: • Whether the product is a Need or Luxury? • Whether the product is a high involvement or low involvement? Also, both the factors vary with consumer segments, location & culture..
  7. 7. Various Tactics for Organisation in O Dependent Market • Competitive Position: • Organisations present in “O” – dependent markets can easily diversity such as Samsung, LG etc • Communication: • More focussed on user ratings • Using user generated content for communication in different mediums • Motivating users to generate more position content on various media platforms •Market Research: • It should focus on what user generated content on social media and other sites to come up with product insights. •Product Segmentation: • Analyse Marketing Segments & then do Communication – P + M + O
  8. 8. PART 2 APPLICATION TO INDIAN MARKET What Marketers Misunderstand About Online Reviews. HBR. Simonson, I. & Rosen, E. (2013)
  9. 9. Indian Internet Market Analysis | “O” Dependency • Digital Trends in India: • Third Largest Internet Base • Third Largest FB Market • Second Largest Video Consumption Market • Shipments of Tablets overtaking Notebooks • Mobile Data Consumption bypassing PC • India’s Population: 1.2 Billion • Internet Connectivity: 160-200 Million • Total Internet Connected Population= 12-15% • Total daily active population = 1-2% • Huge “Future” Opportunity • Current Opportunity is also huge. • India – Price Sensitive Market • Huge Population • Lower Average Age • Rising Middle Class • Spending – Online + Offline – Go High • Rise of Competition will give rise to “trust” issues among Consumers. •Online Reviews – will be the way forward.
  10. 10. Online Reviews – Sectors | Examples Few Sectors which will have a significant presence in online reviews: • Consumer Durables – Especially Electronic • Mobile Phones – At present (in my opinion based on research) is the most searched product among Indian middle class. • Auto: • Bikes & Cars: Zigwheels etc • Food & Resturant: • Zomato, FoodPanda • Travel/Hotels: • TripAdvisor, Ixigo
  11. 11. Power of Online Review | Examples • Junglee was launched in India before Amazon to understand user preference through online reviews. • Zomato took the first move advantage of being the first – review + menu – website in India and went on to become big in India.
  12. 12. References • Google • Comscore Data • Wikipedia • Slideshare
  13. 13. Thank You

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