By Group 9-
Sakshi Gupta
Devanshu Gupta
Lakshmi Warrier
Priyojeet
Kushagra Anand
Saurabh Singh

Friends
Family
Opinion Leaders

 The process by which one person (Opinion Leader) informally
influences the action or attitudes of others who may be opinion seekers
or merely opinion recipients.
 How to use a specific product ?
 Which of several brands is best ?
 Which is the best place to shop ?

 One influential persons word of mouth tends to affect the
buying attitude of two other people on an average
 Incase of Online, this figures goes up to 8 people on an
average.
 In a study of 7000 consumers in seven European
countries, 60% were influenced to use a new brand by
family and friends. “
If you need to reach 2 million people then you just need to reach the right
2000 in the right way and they will help you reach 2 million”

Expensive, Risky & Infrequently Purchased Products
 Laptops
 Automobile
 Real Estate
 Financial Investments
 Health Care
Products suggests Users Status or Taste
 Restaurants
 Travel Destinations / Hotels Lifestyle Products
 Golf accessories

 self-designating method
 sociometric method – closed community and ask
people what they think about something
 key informant method – these are the central
people
 objective method

 They have a keener level of interest
 More knowledgeable about the product category
 Tend to be more innovative about their purchases than
their followers
 Are non-conforming, more self-confident, more sociable
and cosmopolitan and socially higher on perceived risk.

 Opinion leaders tend to be younger, often with more
education, higher income and higher occupational status
 Opinion leaders for movies tend to be young and single
 Opinion leaders for food purchase have been found to be
predominantly married
 In contrast, those for giving information and advise on
medical services are predominantly unmarried

Diffusion of Innovations
Innovators-
venturesome, the
visionaries, the wild-eyed
revolutionaries, adoption is
a no-brainer.
Early Adopters-
respectable opinion
leaders. They can function
effectively as evangelists
and missionaries.
Early Majority- willing to
make safe investments.
Late Majority- skeptical
Laggards- falling behind

Who are they?

 Is an individual who influences client’s
innovation-decisions in a direction deemed
desirable by a change agency
 Change agents use opinion leaders in a
social system as their lieutenants in
diffusion activities

 Are usually professionals with a university
degree in a technical field
 They are heterophilous from their typical
clients

 Develop a need for change
 Establish an information exchange
relationship
 Diagnose a problem
 Create a intent to change
 Translate an intent into action
 Stabilize adoption and prevent
discontinuance

 Change agents tend to reach the first few
adopter categories
Innovators 20
Early Adopters 15
Early Majority 12
Late Majority 5
Laggards 3

 Fail to penetrate to lower adopter categories
because
 Elite clients are homophilous with change
agents
 Lower status clients are socio-economically
different from change agents –heterophily
gap impedes communication

 Is the degree to which an individual is able
to influence other individuals’ attitudes or
overt behavior in a desired way with a
relatively high frequency

 Opinion leadership is not a trait
 High knowledge of particular subjects and
media experts
 These people absorb certain media
messages and inform their
friends, families, and peers
 Opinion leaders are not politicians and
clergy and the like (although they can be)

 Magnify the change agents’ efforts
 Give sanction and credibility to new ideas
 Have followers
 In some cases if opinion leaders adopt an
innovation, it is impossible to stop its
diffusion

 Innovators are first to adopt a new idea
 They are often perceived as deviant in
norms
 Behavior does not necessarily convince
average members to adopt

 Innovators are mistaken for opinion leaders
 If opinion leaders are too innovative then
they are perceived as too close to change
agents and become less credible

AUTOMOBILES

AUTOMOBILES

AUTOMOBILES

AUTOMOBILES

AUTOMOBILES

AUTOMOBILES

Colgate toothpaste
 Entered the toothpaste market when it was monopolized
by the likes of Pepsodent.
 Colgate went on to be the highest selling toothpaste in
the year.
 “Stronger, Healthier Teeth”.
 Fights against gums.
 Attract people on protection, whiteness, calcium and
freshness in the toothpaste category.
 Freshness concept by Gautam Gambhir, Jennelia D‟Souza
and Shahid Kapoor.

Opinion leaders for colgate
 Mothers.
 Dentist.
 Advertisements showing it as
paste for complete protection.
 „100% vegetarian‟ sentiment.
 Free Cavity Check-up.

OPINION LEADERS FOR AXE
 YOUNGSTERS
 MALE
 ASPIRERS,SEEKERS AND STRIVERS
 HIGHLY SOCIAL
 CREATES ATTRACTION

TRAITS ANDCHARACTERISTICS OF THE
OPINION LEADERS OFAXE
 REGULAR TELEVISION VIEWER
 SPORTSPERSON
 EXTROVERT
 FASHIONABLE, STYLISH AND NAUGHTY
 OFTEN GROUP LEADER
 GROOMING PRODUCT

RELEVANCE OF THESE OPINION
LEADERS
 BASIC OBJECTIVE:- ATTENTION FROM
WOMEN

Amitabh bacChan
 Provides knowledge and advice.
 Narrate personal experiences
about product and service
offerings.
 Able to advise on the “good” or
“bad”,
 Guarantee social approval and
appreciation.
 Influence consumption patterns
and consumption behavior of
others.

How is he an opinion leader
 Subject experts and have tremendous knowledge .
 He is self-confident, extrovert and gregarious just
like in advertisements of Boroplus , Dairy Milk and
Nano Clean.
 Opinion Leaders like Amitabh Bachhan would
recommend a product and/or brand that he has been
able to monetarily afford and use and it would also be
something that the Receivers/ Seekers can also
afford.
 “Kuch Meetha ho Jaaye”—Dairy Milk
 “Safed teeka-taaki sardi ki nazar
na lage”--Boroplus

In 2003 associated with Juhi
Chawla!!!

 “Tedha hai Par Mera hai” – Pepsico wanted
Kurkure more traditional then Lays.

Identified with fun
and FOR !!!Everyone

You and your partner/friend have
decided to go out to dinner and want to
try some place new. How do you choose
which restaurant to go to?

WORD OF MOUTH

Two Edged Sword …… THE
WOOOORD OF MOUTH