Key Features Of New Model for its participation in 2012 Auto expo

Enormous Trunk
Noticebly slimmer with the length reduced to 4 mts Along with 1.51 deisel engine Is ready to qualify for a small car helping to save Rs.30,000 Retaining some of its features like its rounded hump

Presented To:
Dr. Ipshita Bansal H.O.D,FMS-WISDOM

Presented By: Meeta Kathuria(7209) Suchi Babbar(7317)

An intellectual & emotional associations of the consumer with the product

What if over a period of time a brand loses this association?

Answer- BRAND REVITALIZATION

Strategy to recapture lost sources of brand equity or the overhaul of a brand starting with its positioning and proceeding through creative regeneration of the brand identity.

Inception Maturation Plateau Decline

Death

The brands which needs to be Revitalized

Heritage Brands Orphan Brands Ghost Brands

Lack of mass approach Lack of promotion

Lack of proper positioning as it was positioned as a more of Government vehicle

It was perceived as being outdated and out of sync with customers expectation

To raise the product from stages 1& 2 to stages 3 & 4 A new competitor may have taken over the category and the company struggles to generate revenue The whole product or service may be declining For communicating category leadership To increase the market share

The target market for the brand has aged

KEY MEASURES FOR BRAND REVITALISATION

How do your customers view you? What do they see as the points of differentiation,or unique selling proposition of the brand? How many pleasant associations and experiences have consumers had with the brand? What are the negatives ,if any,associated with the brand? What is the perceived value of the brand? How does it stack up against other brands? How relevant is the brand? What do customers believe the brands can do for them,to add value or more desirable attributes? How much loyalty is there to the brand?

Focus on repositioning a shift from Government cars to every customer car

Launching of new variants- Ambassador Gold,Ambassador platinum & set up

A Unique online dealership & sales system and promote it amongst mass market

Rebranding of a company from the top down eg. Samsung Updating of the brands products and specific product attributes.

Require repackaging for a fresher.

ISSUES

Revitalizing can end up with the brand losing its identity for the sake of introducing new features or cramming more benefits. Managers attempt to reposition individual brands independent of the portfolio. Perception about the product has to be changed in the minds of the customers.

Market may not respond when the demand for the product is not on the rise.

ENDANGERED PRODUCTS
Reasons for failure Positioning Failure Difficult to refill Products reviews are negative

Prospective measures
Remove cheaper products from portfolio and focus to only high end products. Repositioning of the brand among targeted audience. Product revamping in terms of quality Targeting seminars and meetings where high profile people will come. Making executive kits.

A Promise of nature, a Promise of protection, a Promise of Strong Teeth, Healthy Gums and Fresh Breath! Discover Promise Toothpaste, enriched with clove oil and other natural ingredients, Promise helps you smile along with confidence in your festival of life, naturally.

Positioning failure : earlier banked on clove usage and now it is very common Less availability Less promotion No distinct benefit to customer.

POINTS TO BE CONSIDERED WHILE REVITALISATION

Do not change much of the features

Promote using the new features Wash away the past image Brand name

BOURNVILLE-RELAUNCH IN INDIA A CASE STUDY

On October 2008, Cadbury re-launched its Bournville brand of dark chocolate in India. Re-launched:- because the brand has been in the indian market for 30 years, but this brand was neglected.

Cadbury has taken a proactive defense strategy by creating new categories and aiming to bring freshness to the Cadbury umbrella brand.

RESPONDENT CONSUMPTION OF BOURNVILLE BRAND

TOPIC Consumed the brand Percentage At least once-90% More then once-10% More than twice-5% More than thrice-2%

Customer viewpoint on the likeability of the taste factor

10%

Liked the taste 20% disliked the taste

70%

Neither like nor dislike

Reason for Taste Dislike

80 60 40 20 0 Bitter Taste Smell/Aroma Bitter+Sweet Combination Too rich taste

Preference to purchase the brand for gifting

10% Prefer to gift may not prefer to gift

90%

Customer price sensitivity to Bournville

5%

15%

80%

Over price Reasonable Price not a criteria

Cadbury should come up with a new series of advertisements which will communicate message properly & efficiently to its target customers as they accept an add of bournville with indian participants.

CASE STUDY OF ONIDA

founded in 1981 Onida, brand mascot The Onida Devil and its punch line Neighbors Envy Owners Pride. The Devil helped Onida gain substantial market share and brand recall among the customers and become one of the top three television brands in the country. In 1998, Mirc Electronics (the owner of Onida brand) decided to abandon the Onida Devil in its communication campaigns as the brand mascot no longer appealed to the Indian consumer. The explanation given in 1998 was that Indian consumers no longer find Devil, who symbolizes Envy, relevant. So they scrapped the famous tagline Neighbours Envy, Owners Pride together with the Devil. But ever since it changed the tagline and mascot, Onida never found a powerful positioning .

STRATEGIES TO REVITALIZE BRAND ONIDA:

In order to revamp its position and brand value in the market Onida should use the following strategies:

Better positioning: Onida should stick with a uniform positioning strategy rather than changing it with time as they did. Celebrity Endorsement: The company can rope in a celebrity to endorse its brand. Association with events: To regain old customers and to regain visibility, Association with events like rock shows, games, marathons etc. can help. Line Extension: The Company should go for line extension in value segment so as to target more customers in the lower segment. Marketing Mix: Onida is facing a marketing problem and more than a branding problem.

ZEE REBRANDING & REVITALIZATION We believe the time is right to infuse renewed freshness into the brand and reflect an identity

that
truly articulates our spirit. MD&CEO The new positioning is about a celebration and vindication of a womans emerging beliefs and a reflection of her changing hopes, dreams and optimism. New Slogan Ummeed Se Saje Zindagi
Punit Goenka

CONCLUSION
In revitalizing we consider one side of the argument change or die, while the other tradition is paramount.The correct course, naturally, lies somewhere in between. So the idea is to place yourself in the center of that and hear both sides. The 10-80-10 rule of focus is useful here: Acknowledge your heritage (10%) Address the needs of today (80%) Look forward to the future (10%)

REFERENCES
Magazines : pitch July 2011, 4 Ps Business & Marketing Journal: Indian Journal of Marketing: 2010 Books: Consumer behaviour del l hawkins Books: Consumer behaviour agarwal kumar Websites: www.marketing91.com www.google.com www.scribd.com www.wikipedia.com www.samsung.co.in www.p&g.com www.cadbury.com www.nestle.co.in

QUESTIONS?

Brand revitalisation Build Great Brands, Revive and Get Success