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.

1. Internship under Professor
Dr. Sameer Mathur
(IIM LUCKHNOW)

3. MODULE 1

4. Word of
ADVICE from
Jesse
Desjardins

7. Tips to become a Presentation
JEDI
NANCY DUARTE GARR REYNOLDS

8. Organization and Presentation Tips
By Garr Reynolds

9. How stories Resonate
By Nancy Duarte

10. MODULE 2

12. Some important concepts learned

15. MARKETING RESEARCH
PROCESS

16. CREATING CUSTOMER
VALUE AND CUSTOMER
RELATIONSHIPS

17. ANALYSING BUSINESS

20. ROLE OF

21. MODULE 3

25. Goodyear:
The Aquatred Launch
HARVARD BUSINESS SCHOOL
CASE STUDY

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

28. 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.

29. MODULE 4

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

33. Higher the percentage of brand
lovers and brand haters, the greater
the Polarization
Brand Dispersion
measures the Polarization

34. Capitalizing on
Polarization

35. Placate the HATERS
Research shows that negative word of mouth can
greatly influence neutral customers

36. 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

37. Polarizing
Attribute

38. CREATING
POLARIZATION

39. Drive a WEDGE in the market
Segmentation increases
the polarization, which in
turn can boost revenue

40. Launch a provocative
advertisment
Campaign and the negative
reaction raised brand
awareness and increased
sales

41. THANKYOU
Jaannasheen Singh
IIT(BHU) VARANASI
13155043