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BRAND FAILURE AND RE-POSITIONING
PRESENTED BY:
ROHIT SHENOY
PRABHAV BHAT
RACHAN RAJ
PAWAN
VIJWAL
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Introduction:
Brand
It is a collection of experiences and
associations connected with a service, a
person or any other entity.
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Brand name
It is used to specifically denote written or
spoken linguistic elements of any product.
Type of trademark.
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Brand Positioning
It is how a product appears in relation to other
products in the market
It is the process by which marketers try tocreate image or identity in the minds of their
target market for its brand
It is the relative competitive comparison their
product occupies in a given market as
perceived by the target market
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Brand Repositioning
It involves changing the identity of a product;
relative to the identity of competing products
in the collective minds of the target market.
Brand Depositioning?It involves attempting to change the identity
of competing products; relative to the identityof your own product; in the collective minds
of the target market.
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Objectives that a good brand will
achieve-
Delivers the message clearly
Confirms credibility
Connects the target market emotionally Motivates the buyer
Concretes user loyalty
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Why brand fails?
Category
Timing
Cultural factors
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Brand Myths-
If a product is good, it will succeed.
Brands are more likely to succeed than fail.
Big companies will always have a brandsuccess.
Strong brands are built on advertising.
If its something new, its going to sell.
Strong brands protect product.
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Common mistakes that kills brand-
Inconsistent Corporate Identity
Poor visuals
Not training employees
Failure to track branding efforts
Not using existing customers for branding
Letting marketing materials get stale Failing to focus branding on the core service
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Continued---
Not having a tag line that is believable
Failing to grab the public with a tag line
Not knowing where successful branding starts
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Failing to create a successful brand-
Not thinking analytically.
Not maintaining the brand.
Trying to appease everyone.
Not knowing who you really are.
Not fully committing to branding.
Not sharing the joke. Not having a dedicated marketing plan.
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Continued----
Using too much jargon.
Trying too hard to be different.
Not knowing when you have got them.
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Other branding mistakes-
Branding on price.
Changing your promise.
Over promising.
Me-too branding.
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MARKETING PITFALLS
HOW TO AVOID THEM
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Good marketing is no accident but a result of
careful planning and execution -Philip Kotler.
Sound marketing strategies and wellconvinced plans greatly enhance the chances
of success.
Half baked plans and hastily laid out tactics
undoubtedly spell doom for the organization.
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Marketing plan operates in two levels:
1. Strategic plan: which identifies the target
markets and value proposition to be offered.2. Tactical plan: which focuses on the
marketing mix.
A good strategy if not implemented, is a greatopportunity lost and set the organization
back by a few years.
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Merits small n flaccid campaign:
One of the cigarettes brands in U.S launched a
$450mn ad campaign with a ambitiousobjective of reaching the top of $800bn
cigarette industry.
Sales fell from 20 million pack to 12 packs per
week.
Market fiascos in recent times
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Auto major general motors and McDonaldshad a unpleasant partnership with disastrousconsequences.
August 2006 they came with the salespromotion campaign of giving away 42milliontoy hummers along with happy meals.
Parents and environmentalists resisted thepromotion as they felt it was ethicallyincorrect.
McDonalds giveaways
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In July 2003, Reliance launched a monsoonhungama scheme under which postpaid
connection and dell phone was sold at a throw
away price of Rs.501.
The result, ten days there were1million
subscribers.
Led to a loss of 1500 crore.
Reliance Infocom
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Coca-cola took over Thums up, which had a
imposing share of 60% of Indian cola market
in 1993.
The aim was to promote coke with ready to us
distribution network.
But the result was Pepsi occupied the top
position, sales of Thums up declined by 15% .
But Thums up had its own distinct market.
Global giants and local brands
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Nothing sucks like an Electrolux-ad byScandinavian durables in American magzine.
Come alive with the Pepsi generationbecame pepsi will bring your ancestors back
from death.
Chevy nova introduced by GM in LatinAmerica markets, which was not a success for
the simple reason that no-va means a thingwhich does not move in Spanish, forcing GMto re-launch this MUV as Caribe.
Cross cultural challenges
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Resist temptation of listening to your heart:
One should not allow ones professional
arrogance to dominate the decision making
process.
Look at your basics before entering the market
or launching a new product.
Frame work for avoiding marketing
pitfalls.
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Let all the departments work simultaneously
on new product launches:
There has to be a perfect coordinationbetween various divisions like manufacturing,
Logistics, distribution network, packaging,
promotion and pricing right from the time the
prototype was developed.
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Do not overlook local factors:
Entering the emerging market thinking that the
strategies adopted back home can just be
replicated in the new market.
Emerging markets today are what developed
markets was 10years back.(McDonalds, Kelloggs)
Nokia and Samsung glocalized their businesswith a blend of local talent and best resources
back home and were successful.
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Have local consultants assist your
communications team:
companies should be extra careful whiledesigning the local content.
Product testing and test marketing,
advertisements too can be pre tested before
they are rolled out.
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Have intellectual honesty to admit your mistakes:
Admit the mistakes and try to come out of it with
quick fix solutions.
Example: McDonalds case- looked at through
childrens eyes, the miniature hummers are just
toys, not vehicle recommendations or a source of
consumer messages about natural resourceconservation, green house gas emissions, etc
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Have long term perspective:
If the organization is in a great hurry to milkthe market, the chances of failure are much
higher.
Understand the local culture, marketconditions and consumer preferences and
fine-tune ones strategy. McDonalds took 5 to 7 years to establish in
Indian market.
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KELLOGGS
Mighty brand in U.S and Europeanmarket.
In the late 1980s 40% of market sales above US $6 billion.
In 1990s Kelloggs struggled in themarket.
In 1994 stepped into the Indianmarket.
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Confusion in the minds of Indian
consumers
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The taste of success was for very
short time
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Bounced back with the idea of
establishing brand equity!!!
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PROMOR international a
research firm
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APPLE iPHONE
HowA
pple went into the wrong strategy???
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It was not only the price factorwhich hit the market ofApple in
India but also the
communication.
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Great opportunity for the
expansion of its market turned tobe failure.
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Dominos Pizza
Failed to reach the local market in India.
The new products launched failed to make
the strong mark in a market.
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What should have been done tomake an impact on the Indian
consumers with the strong base in
a market???
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CONCLUSION: