final thesis 2011 rhizu krishna -...
Post on 16-Jun-2018
221 Views
Preview:
TRANSCRIPT
322
APPENDIX- A
Questionnaire To Identify Parameters And Reasons For Mature Brand Before
Revitalizing
Name:
Organization:
Designation:
Q1. Can brands also be defined as Mature brands? If yes, then how would you define a
mature brand?
Q2. Below stated are the parameters for the mature brands, which the mature brands may
have some or all of the stated parameters before the brands are revitalized. Please indicate
the extent to which you agree or disagree with each of these statements. Here 5 means
strongly agree, 4 means somewhat agree, 3 means neither agree nor disagree, 2 means
somewhat disagree and 1 means strongly disagree.
Statements Strongly
Agree (5)
Somewhat Agree
(4)
Neither Agree Nor
Disagree (3)
Somewhat Disagree
(2)
Strongly Disagree
(1)
1. Those brands are either not technologically advanced or their product quality is not updated.
2. Those brands have distinct Point-of-Differentiation.
3. They are moderate to premium priced in their product category.
4. The company’s internal issue leads the brands towards maturity.
323
Statements Strongly
Agree (5)
Somewhat Agree
(4)
Neither Agree Nor
Disagree (3)
Somewhat Disagree
(2)
Strongly Disagree
(1)
5. The brands which need to be revitalized should have focused management with resources.
Q2. Please indicate the extent to which you agree or disagree with each of these
statements. Here 5 means strongly agree, 4 means somewhat agree, 3 means neither agree
nor disagree, 2 means somewhat disagree and 1 means strongly disagree.
Any Other: _______________________________________________________
Statements Strongly
Agree (5)
Somewhat Agree
(4)
Neither Agree Nor
Disagree (3)
Somewhat Disagree
(2)
Strongly Disagree
(1)
6. Those brands have wide distribution network.
7. Those brands may have the loyal customer base.
8. Those brands have long held heritage.
9. Customer brand awareness has narrowed down.
10. Those brands are under priced or under promoted.
324
Q3 to Q6 states the causes to identify the reasons for mature brand before revitalizing.
They are broadly classified into following categories: product characteristics, competitive
positioning, target market and communication. Please mark in the appropriate column if
these statements stand true for FMCG and Consumer Durable brands.
Product Characteristics
Q3. These statements are the reasons related to the products characteristics of the mature
brand. Please indicate the extent to which you agree or disagree with each of these
statements. Here 5 means strongly agree, 4 means somewhat agree, 3 means neither agree
nor disagree, 2 means somewhat disagree and 1 means strongly disagree.
Statements Strongly
Agree (5)
Somewhat Agree
(4)
Neither Agree Nor
Disagree (3)
Somewhat Disagree
(2)
Strongly Disagree
(1)
1. There is slow down in the new product launches.
2. Outdated technology for the generation of the products.
3. The non-relevant line extensions are done.
4. Product quality is low compared to the competitors’ product.
5. The designs are outdated and product ergonomics not adapted.
Any Other: ___________________________________________________
325
Competitive Positioning
Q4. These statements are the reasons related to the competitive positioning of mature
brand. Please indicate the extent to which you agree or disagree with each of these
statements. Here 5 means strongly agree, 4 means somewhat agree, 3 means neither agree
nor disagree, 2 means somewhat disagree and 1 means strongly disagree.
Statements Strongly
Agree (5)
Somewhat Agree
(4)
Neither Agree Nor Disagree
(3)
Somewhat Disagree
(2)
Strongly Disagree
(1)
1. There is constant lowering market share of the brand.
2. Number of new entrants is increasing and they are growing.
3. Levels of stocks are increasing and sales are constantly declining.
4. Share prices of the brand are decreasing.
Any Other: _____________________________________________________
326
Target Market
Q5. These statements are reasons related to the target market of the mature brand. Please
indicate the extent to which you agree or disagree with each of these statements. Here 5
means strongly agree, 4 means somewhat agree, 3 means neither agree nor disagree, 2
means somewhat disagree and 1 means strongly disagree.
Any Other: ___________________________________________________
Statements Strongly
Agree (5)
Somewhat Agree
(4)
Neither Agree Nor
Disagree (3)
Somewhat Disagree
(2)
Strongly Disagree
(1)
1. There is non- renewal of the target market.
2. Number of contacts is reducing.
3. Mean age of the target is getting older.
4. New products offered by the brand are not welcomed.
5. Declining in the list of usual distribution partners.
6. Deteriorated merchandising plan in volume (reduced orders).
327
Communication
Q6. These statements are the reasons related to the communication from the brand to the
customers. Please indicate the extent to which you agree or disagree with each of these
statements. Here 5 means strongly agree, 4 means somewhat agree, 3 means neither agree
nor disagree, 2 means somewhat disagree and 1 means strongly disagree.
Statements Strongly
Agree (5)
Somewhat Agree
(4)
Neither Agree Nor
Disagree (3)
Somewhat Disagree
(2)
Strongly Disagree
(1)
1. There is constant decrease in the investment for the communication of the brand.
2. Media plan is not appearing relevant to reach to the target.
3. The packaging is perceived as old fashioned.
4. Negative perception about the brand is more.
5. The brand is constantly decreasing in its appearance in television, movie and hoardings.
6. The brands communication style is appearing to be out-of date.
Any Other: ____________________________________________________
328
APPENDIX-B
Questionnaire to Identify the Characteristics of Mature Brands
Name:
Organization:
Designation:
Q1. Can brands also be defined as Mature brands? If yes, then how would you define a
mature brand?
Q2. Below stated are the characteristics for the mature brands, which the brands should
have before begin identified as the mature brand. Please indicate the extent to which you
agree or disagree with each of these statements. Here 5 means strongly agree, 4 means
somewhat agree, 3 means neither agree nor disagree, 2 means somewhat disagree and 1
means strongly disagree.
S.No. Characteristics of The Mature Brand
Strongly Agree
(5)
Somewhat Agree(4)
Neither Agree Nor
Disagree (3)
Somewhat Disagree
(2)
Strongly Disagree
(1)
1. Those brands have certain
level of brand awareness
associated with them.
2. Those brands have wide
distribution network.
3. Those brands have well
defined target market.
4. Brand is either not growing
as per the category growth
329
S.No. Characteristics of The Mature Brand
Strongly Agree
(5)
Somewhat Agree(4)
Neither Agree Nor
Disagree (3)
Somewhat Disagree
(2)
Strongly Disagree
(1)
or it is declining or minimal
growth @2%.
5. Those brands have capacity
to earn profits.
6. Those brands have
uniqueness advantage
associated with its product.
7. Those brands are unique in
its product category
segment.
8. Those brands are more than
twenty year old.
9. Those brands have long held
heritage.
Any Other Characteristic___________________________________________
330
APPENDIX-C
List Of Companies
These are names of the companies whose employees constituted the sample for the study.
Primary data for the study was collected from the marketing managers, brand managers
and marketing executives of the mentioned companies.
S.No. Name Of The Company Address
1 Ace Hygiene Product Pvt Ltd 1003A Peninsula Towers, Peninsula Corporate Park
Lower Parel Mumbai 400013
2 ADF Food Ltd Acme Industrial Estate, 3rd floor, Sewree Bunder
Road, Sewree East Mumbai 400015
3 Ad Mantra F/502, Kailas Industrial Complex, Park Site,
Hiranandani Link Road, Vikhroli W Mumbai 400079
4 ADD Corporation Ltd. Business Park,S.V. Road Malad (West) Mumbai
400064
5 Added Value Brand Development
India Pvt Ltd
A/11 High Ground treet No 5 MIDC Andheri East,
Mumbai 400093
6 Adfactors PR Pvt Ltd Adfactors PR Pvt Ltd, Shalaka, Maharshi Karve
Marg, Cooperage Mumbai 400021
7 Ador Multiproducts Ltd Ador House, 5th Floor, 6 K. Dubash Marg Mumbai
400023
8 Aegis Media Poonam Chambers,B-Wing, Dr.Annie Besant Rd 7th
floor worli 228, Nariman Point Mumbai 400018
331
S.No. Name Of The Company Address
9 Akai Consumer Electronic India
Ltd.
Shivashish, Ground Floor, Andheri-Kurla Road,
Sakinaka, Andheri (E), Mumbai, 400072
10 Al Kabeer Exports Pvt Ltd 91 Jolly Maker Chamber 2, Nariman Point Mumbai
400021
11 Alfa The UV Expert 1003A Peninsula Towers, Peninsula Corporate Park
Lower Parel Mumbai 400013
12 Alliance India 601, Shivai Plaza, Marol Co-op Industries, Off.
Andheri Kurla Road, Andheri East Mumbai 400093
13 Almonard Pvt Ltd 305, Kakad Chamber, 3rd Floor, 132 Dr.Annie
Besant Road, , Worli Mumbai 400018
14 Ambica Industries C-15 M I Udyog Nagar, Near Dhanesh Gases,
Goddev Rd, Bhayandar East Mumbai 401105
15 Ambience Aircon Pvt Ltd A-158, Road No 25, Opp Udit Motors, MIDC, Wagle
Estate, Thane(W)
16 Amtex Awards No. 84, Vijaykar Wadi. Kumar Compound, S. V.
Road, Malad West, Mumbai, 400064
17 Anchor Health & Beauty Care
Pvt. Ltd
Innova, 2nd Floor, Off Ganpatrao Kadam Marg,Next
Gen Marathon, Lower Parel (W), Mumbai 400013
18 Angels Health Pvt Ltd 28, Landmark CHS, Sector 14, Vashi Navi Mumbai
400703
19 Apex Advertising Cecil Court, 1st Floor,19 Mahakavi Bhushan Marg,
Next to Regal Cinema Mumbai 400039
332
S.No. Name Of The Company Address
20 Arc Worldwide(Leo Burnett) Big Apple, A-36,Dr. Shirodkar Road,Parel,
Mumbai 400012
21 ASquare Events & Production Pvt
Ltd
Gala No.-17, Opp. Bharat Industrial Estate, T J Road,
Sewree Naka, Sewree (West) Mumbai 400015
22 Baccarose Perfumes & Beauty
Products Pvt Ltd 66,Maker Chambers VI, Nariman Point Mumbai
23 Bajaj Electricals Ltd. Head Office 51, Mahatma Gandhi Road Fort
Mumbai – 400023
24 Bayer CropScience Ltd (Group
HQ)
Bayer House,Central Avenue,Hiranandani Gardens,
Powai Mumbai 400076
25 Besto Oven Industries Address : 108, Acharya Commercial Center,Dr C.G
Road, Chembur Mumbai 400074
26 Betul Oils Ltd 117, Mittal Chambers Mumbai 400021
27 Bisleri International Pvt Ltd Western Express Highway, Andheri (E), Mumbai
400099
28 Blow Plast 88-C, Old Prabhadevi Road Mumbai 400025
29 Blue Bird Food Products(United
Trading Corporation)
441,442,443, Inside Crawford Market Mumbai,
400001
30 Blue Lotus Communications Pvt
Ltd
2/52, Kamal Mansion, 4th Floor Arthur Bunder
Road, Near Radio Club, Colaba Mumbai 400005
31 Bluplast Industries Ltd 113/114, Vivek Ind. Estate Near Litolier, Uswala
Road Came Estate Goregaon (E) Mumbai 400063
333
S.No. Name Of The Company Address
32 Boss Home Appliances B-66 Kiran Industrial Estate M.G.Road,Goregaon
Mumbai 400062
33 BPL Mobile Communiocations Address: BPL Centre, 127, Taikalwadi, Manmala
Tank Road, Mahim (West), Mumbai-400 016
34 Britt Worldwide India Pvt Ltd Vardhman Chamber,Ground Floor,A Wing Sector 17
Vashi,Navi Mumbai 400705
35 BSH Home Appliances Pvt Ltd Arena House, 2nd Floor Main Building Plot103,Road
No.12, MIDC Andheri East Mumbai 400093
36 Cadbury India Ltd. Cadbury House, 19, B Desai Road Mahalaxmi
Mumbai 400026
37 Camlin Ltd HILTON House, 48/2, Central Road, M.I.D.C., Opp.
Tunga Paradise Hotel, Andheri (E) Mumbai, 400072
38 Canon India Pvt Ltd 4th &5th Floor Natraj, Rustomjee, 194 Off W E
Highway, AK Road, Andheri East, Mumbai 400069
39 Capital Foods Ltd Villa Capital,Sadhana Compound,Oshiwara
Bridge,S.V Road,Jogeshwari (W) Mumbai 400102
40 Carrier Air conditioning &
Refrigeration Ltd
Shree Prasad , Office No.4, 4th Floor, 159, C.S.T.
Road, Kalina, Santacruz (E), Mumbai - 400 098
41 Cello Writing Instruments Pvt Ltd 5 Vakil Industrial Estate, Nr Jawahar Nagar Phatak,
Goregaon E, Walbhat Road Mumbai, 400063
42 Cenzer Industries Ltd(Bistec) Oval House, 2nd floor, 63, British Hotel Lane Fort
Mumbai 400001
334
S.No. Name Of The Company Address
43 Colgate - Palmolive India Ltd Colgate Research Centre,Main Street, Hiranandani
Gardens,Powai Mumbai 400076
44 Comma Consulantcy 08 Konakshram 4th Flr Nr Mumbai Central Ststion
Tardeo 20, Tardeo, - 400034
45 DSM Nutritional Products India
Pvt Ltd
Windsor House, 401 Fourth Floor CST Road,
Kalina, Santa Cruz (E) Mumbai 400098
46 Dynamix Dairy Industries Ltd Dynasty Business Park A wing 306/307 58 Andheri
Kurla Road Mumbai 400059
47 Eagle Enterprise D-Shivsagar Dahisar(E), Mumbai 400068
48 Eaternal Health & Organic Foods
Pvt Ltd
B/2, Rustom Baug, Sant Savta Marg, Byculla
Mumbai 400027
49 Ecotech Technologies India Pvt
Ltd
Office No. 3, Building No. 7A, Sangeeta Apartment,
Juhu Road, Santacruz (W) Mumbai 400049
50 Elder Health-Care Ltd C-9, Dalia Industrial Estate Off New Link Road,
Andheri (W), Mumbai 400058
51 Empire Industries Ltd (Empire) 414, Senapati Bapat Marg, Lower Parel Mumbai
400013
52 Eureka Forbes Ltd B1/B2, 701, 7th Floor, Marathon NextGen,
Marathon Innova, Lower Parel Mumbai 400013
53 Flair Pens Ltd 63, B/ C, Govt. Industrial Estate, Charkop, Kandivli
(West) Mumbai 400067
54 Freudenberg Gala Household Hindustan Kohinoor, Industrial Complex, No. 11,
335
S.No. Name Of The Company Address
Product Pvt Ltd Ground Floor, LBS Marg, Vikhroli (W) Mumbai
400083
55 Garden Hygienic Snacks Pvt. Ltd. CTS No. 177, Garden Estates,Unit No. 11,
Maghathane, Borivali (E) Mumbai 400066
56 Gillette India Ltd(P & G) P&G Plaza, Cardinal Gracias Road, Chakala Mumbai
400099
57 Girnar Food & Beverages Pvt
Ltd.
Girnar Complex, Kureshi Nagar, Kurla (East)
Mumbai 400070
58 Givaudan India Pvt Ltd
Bonanza A Wing, 402-412 Sahar Plaza Complex,
J.B. Nagar M.V. Road, Andheri East Mumbai
400059
59 Godrej & Boyce Mfg. Co. Ltd. Pirojshanagar, Eastern Express Highway, Vikhroli
(East) Mumbai 400079
60 Godrej Consumer Products Ltd Pirojshanagar, Eastern Express Highway, Vikhroli
(East) Mumbai 400079
61 Godrej Consumer Products Ltd
(Godrej)
Pirojshanagar, Eastern Express Highway, Vikhroli
(East) Mumbai 400079
62 Godrej Foods Ltd. Pirojshanagar, Eastern Express Highway, Vikhroli
(E) Mumbai 400079
63 Godrej Hershey Ltd Pirojshanagar, Eastern Express Highway, Vikhroli
(E) Mumbai 400079
64 Godrej Household Products Ltd Pirojshanagar, Eastern Express Highway, Vikhroli
(East) Mumbai 400079
336
S.No. Name Of The Company Address
65 Godrej Sara Lee Ltd. Pirojshanagar, Eastern Express Highway, Vikhroli
(East) Mumbai 400079
66 Good Day Foods Ltd A-62, Road No.22, Wagle Industrial Estate Mumbai
400604
67 Hamilton Housewares Pvt Ltd
(MILTON)
Kaiser-I-Hind Bldg,3rd flr.,Currimbhoy Rd., Ballard
Estate Mumbai, 400005
68 Hanmer & Partners
Communication Pvt Ltd
Rehem Mansion - 1, 3rd Floor, 42, Shahid Bhagat
Singh Road, Colaba Mumbai 400025
69 Hansa Research Group Pvt Ltd 105, Anand Complex, 189-A Sane Guruji Marg,
Mahalaxmi, Mumbai 400011
70 Hawkins Cooker Ltd Maker Tower F101, Cuffe Parade Mumbai 400005
71 Heinz India Pvt Ltd D-Shivsagar, 7th & 8th Floors, Dr. Annie Besant
Road, Worli Mumbai 400018
72 Hewlett-Packard India Sales
Pvt.Ltd
101-105,Enterprise Centre, Oberoi Commerz, Park,
W E Highway, Goregoan (E) , Mumbai - 400 063
73 Hindustan Unilever Ltd (HUL) Unilever House, B. D. Sawant Marg Chakala,
Andheri (E) Mumbai 400099
74 Hitachi Home & Life Solutions
(India) Ltd
414, Sagar tech plaza, 'A' wing Sakinaka Junction,
Sakinaka, Andheri (East), Mumbai - 72
75 Hot Muggs 130/34, Laxmi Industrial Estate Laxmi Vijay
Building, Link Road,Andheri West Mumbai 400053
76 Hygenic Research Institute Pvt D/406/409, Crystal Plaza, Off Link Road, New Link
337
S.No. Name Of The Company Address
Ltd Road, Andheri West Mumbai 400053
77 ITC Pvt. Ltd. ITC Limited – LRBD, Eucharistic Congress,5
Convent Street, 4th Floor Colaba, Mumbai 400 005
78 J.L Morison India Ltd ( Rasoi
Group ) (Rasoi ) 79, Crystal, Dr A.B Road, Worli Mumbai 400018
79 Jade Consumer Products India Pvt
Ltd
Rajkar Bldg., Plot No. 108, Flat No. 1, Gr. Floor
Mahakali Caves Road, Andheri (E) Mumbai 400093
80 Jaipan Industries Limited 17/1 Cama Industrial Estate Walbhat Road
GoreGaon Mumbai 400063
81 JK Helene Curtis Ltd Pokhran Road No.1, J.K. Gram, Thane (W)
82 Johnson & Johnson Ltd 30, Forjett Street, Post Box No.9332 Mumbai 400036
83 JWT Ltd Peninsula Chambers,Ganpatrao Kadam Marg, Lower
Parel Mumbai 400005
84 Jyothy Laboratories Ltd Ujala House, Ram Krishna Mandir Road ,Andheri
East Mumbai 400059
85 Kamath Our Times Icecream Pvt
Ltd Plot No. 55 A, Charkop Kandivli (W) 400067
86 Kanchan International Ltd Raju Industrial Est, Near Dahisar Toll Naka, Pentbar
Pada Road, Dahisar Mumbai
87 Kellogg India Pvt Ltd 501 Delphi BV Hiranandani Business Park Powai
Mumbai 400076
88 Kenstar-Kitchen-Appliances- C-6, Ashok Steel Compound, 159, CST Road,
338
S.No. Name Of The Company Address
India-Ltd Kalina, Santa Cruz (E), Mumbai-98
89 Kingsbury Personal Care Pvt Ltd
(Indage Group)
82, Indage House, Dr.Annie Besant Road, Worli
Mumbai
90 Kloud 9 International 22, Manoj Industrial Premises 40-A, G.D. Ambekar
Marg 40-A, Wadala (W) Mumbai 400031
91 Kodak India Ltd 3rd Flr, Kalpatru Soc, Off WE Highway, Opp Grand
Hyatt, Santacruz E Mumbai 400055
92 Kraftwares India Ltd G-10-E, Laxmi Mills Compound Shakti Mill Lane
Mahalaxmi, Mumbai, 400011
93 Lallubhai Amichand Ltd 225/27, Dun Compound, Near Ganga Jamuna
Cinema, J Dadajee Road, Tardeo Mumbai, 400034
94 LG Electronics(I) Pvt. Ltd. , Trade Star, 4th Floor, A Wing, J.B Nagar, Andheri
Kurla Road, Andheri (E) ,Mumbai , 400059
94 Log 5 Communications Pvt Ltd 144 New Satguru Industrial Estate, Jay Coach lane
Near Metropolis, Goregaon(E) Mumbai 400063
95 LOreal India Pvt Ltd 2nd Floor, Peninsula Towers, Ganpatrao Kadam
Marg, Lower Parel Mumbai 400013
96 Lowe Lintas India Express Towers, 15th floor, Nariman Point Mumbai
400021
97 Malhotra Shaving Products Ltd Malhotra House, 5Th Floor, Opp. G.P.O. 400001
Mumbai 400050
98 Mamal Metal Industries 30, Near Null Bazaar, 2nd Panjrapole Ln, C P Tank,
339
S.No. Name Of The Company Address
Mumbai, 400004
99 Manek Metal India Pvt Ltd 262, K-1, Inside Mehta Estate,Thakurdwar Main
Road. Mumbai 400002
100 Marico Ltd Rang Sharda, K. C Marg,,Bandra Reclamation,
Bandra (W) Mumbai
101 Marvel Houseware Pvt Ltd 16, Sarvodaya Mill Compound Unit no. 8,
Tardeo Road Mumbai
102 Media Edge (CIA) 8th Floor, Oberoi Commerz, Park, Off W E
Highway, Goregaon (E) Mumbai 400063
103 Mexus Education Pvt Ltd 612,Midas Sahar Plaza,Andheri Kurla Rd, Andheri
East Mumbai
104 MIRC Electronics Ltd (ONIDA)
Onida House,G-1,MIDC,Mahakali Caves
Road,Andheri(E), Mumbai 400093
105 Mitashi Edutainment Pvt Ltd 505-508 Bhaveshwar Arcade , LBS Marg Ghatkopar
( West ) Mumbai 400057
106 Modernova Plastyles Pvt Ltd A- 56 Virwani Industrial Estate 1st Floor Road
Goregaon Mumbai 400063
107 Mudra Communications Pvt. Ltd Mudra House, Opp. Grand Hyatt Santacruz (E)
Mumbai 400055
108 Nestle India Pvt. Ltd. B/102 Nestle Apartments, Link Road, Near Mind
space Malad, Mumbai-400064
109 Nivea India Pvt Ltd 301 High Opp Ansa Institute State Saki Vihar Rode
340
S.No. Name Of The Company Address
Andheri East Mumbai 400093
110 Nokia India Pvt Ltd HDO, Wing "A, Floor No.1, Glenmark Tower W E
Highway Andheri(E), Mumbai-400073
111 Oasis Systems Pawar Industrial Estate, Thane 400601
112 Ogilvy & Mather Pvt Ltd 11 - 14 Floor , Oberoi Commerz Off WE Highway
Goregaon (E) Mumbai 400063
113 Omira Marketing Pvt Ltd 3, Marian Terrace, 68, Chapel Road, Bandra Mumbai
400050
114 Panasonic India Pvt. Ltd. 410/411 4th Floor Sonawala Cross Lane Goregaon
East Mumbai -400063.
115 Parle Products Pvt Ltd Off Western Express Highway, Chakala Sahar Road,
Parsiwada Andheri (E) Mumbai 400099
116 Peerless Fabrikkerne India Ltd 19, SDF-1, Seepz,Andheri (E) Mumbai 400096
117 Percept Ltd P22, Raghuvanshi Estate, 11/12 Senapati Bapat
Marg, Lower Parel Mumbai 400013
118 Perfect Houseware Pvt. Ltd. Madan Mohan Silk Mill Compound, Sonawala Cross
Road No. 2, Goregaon (East). Mumbai 400063
119 Perfunova International Ltd Grnd Floor, Kakad Bhawan, Opp G T Glaxy, Bandra
West Mumbai 400050
120 Philips Electronics India Limited Technopolis Knowledge Park, Mahakali Caves Road,
Chakala, Andheri (East), Mumbai 400 093.
121 Procter & Gamble Hygiene & P&G Plaza, Cardinal Gracias Road, Chakala,
341
S.No. Name Of The Company Address
Health Care Ltd. Andheri (E) Mumbai 400099
123 Ravalgaon Sugar Farm Ltd 10 Arcade, Ground Floor World Trade Centre
Mumbai 400005
124 Red Bull India Pvt Ltd 1st Floor, B Wing, 215 Atrium, Kanakia Spaces
Chakala, AK Road, Andheri (East) Mumbai
125 Rediffusion - Y&R Terminal 9 2nd and 3rd Floor Nehru Road Vile Parle
(E) Mumbai 400056
126 Rich Feel Ground Floor, Jai View Building,17th Road, North
Avenue, Santacruz (W) Mumbai 400054
127 Rico Appliances Pvt. Ltd 95/205, Hind Rajasthan Bldg D.S.P.Rd., Dadar,
400014
128 S K Flavours & Fragrances Unit No 25B , 25C & 25 D Laxmi Industry Estate
New Link Road Andheri West Mumbai
129 S Narendrakumar & Company
(Everest Masala)
Krushal Commercial Complex, Above Shoppers
Stop, G M Road, Chembur W Mumbai 400089
130 Safari Industries (India) Ltd 107 Khetani Textile Compound, Jayalaxmi Indl
Premis, Kurla W, Bazarward Kurla Mumbai 400070
131 Salora India Pvt. Ltd. 128, Building No. 3, 1st Flr, Rahul Mittal Industrial
Estate, AK Road Andheri (E) Mumbai-400059
132 Sapat International Pvt Ltd 201, TV Industrial Estate,248-A, SK Ahire Marg,
Worli Mumbai 400030
133 Siemens India Pvt. Ltd. 130, Pandurang Budhkar Marg, Worli, Mumbai
342
S.No. Name Of The Company Address
134 Sony India Pvt.Ltd. J.B. Nagar Andheri E, Mumbai -400059
135 Spatial Access Media Solutions
Pvt. Ltd
19/21, Unique Industrial EstateTwin Towers
Lane,Off VS Marg,Prabhadevi,Mumbai 400025
136 TCl India Holdings Pvt Ltd Marwah Centre, 3rd Floor, Krishanlal Marwah Marg,
Off Saki Vihar Road Mumbai 400072
137 The Media Edge 4th Floor, Dgp House, Prabhadevi, Mumbai 400025
138 Toshiba India Pvt Ltd G/4 Akruti Center Point Grnd Flr, Krantiveer Lahuji
Salve Marg, MIDC, Andheri East, Mumbai -400093
139 Tranquil Marketing Pvt Ltd Laxmi Estate, Tagore Nagar, Station Road, Vikhroli
(East) Mumbai, 400083
140 Varun Industries Ltd 13, Shankeshwar Darshan,A.G. Pawar Cross
Lane,Byculla (East) Mumbai 400027
141 Victorinox India Pvt Ltd 95C, Mittal Towers,Nariman Point Mumbai
142 Videocon Communications Ltd.
171,17th Floor Mittal Court Yogakshema (Nariman
Point), Mumbai, Maharashtra 400021
143 Vishal Video & Appliances Pvt
Ltd
601, Golden Chambers, Opp. Fame Adlabs,Link
Road, Andheri (West) Mumbai 400053
144 Voltas Ltd (A Tata Enterprise)
Voltas House,A Block,Dr. Babasaheb Ambedkar
Road,Chinchpokli Mumbai 400033
145 Waggener Edstrom Trade Centre, 1st Floor Bandra Kurla
Complex,Bandra (E) Mumbai 400051
343
S.No. Name Of The Company Address
146 Wella India Hair 425/426 4th Flr Chintamani Plaza, Mohan Studio
Cmpnd, AK Road, Andheri E Mumbai 400099
147 Whrilpool India Ltd. Oberoi Gdn, Chandivli Andheri E,. City, Mumbai.
Pincode, 400072
148 Wim Plast Ltd (Cello) 8,Vakil Ind. Estate. Walbhat Road, Goregoan (E)
Mumbai
149 Wipro Water (Wipro) R-854, TTC Industrial Area, MIDC, Thane Belapur
Road,Rabale, Navi Mumbai 400701
150 Zenith Computers Ltd Zenith House, 29 MIDC, Central Road, Andheri (E),
Mumbai – 400 093 ...
The names in the list are of companies from FMCG, Consumer Durables industry,
advertising agencies and brand consultancy firms name had been given in the list.
344
APPENDIX-D
Experts Consulted
These are names of the experts with whom researcher had consulted during the study.
Their valuable inputs were very informative and helped in enriching the research work.
Few of them where contacted personally, others were contacted through email. The email
send by the laureates had been given in the Appendix-.E. The experts’ designation
mentioned where collected during the time of information gathering.
Name Designation
Mr. Abhinav.K.Srivastava Brand Consultant, Comma Consulting
Mr. Ajit Menon Head Marketing , Mudra Communications Pvt. Ltd
Mr. Bhaskar Bhattachraya GM Marketing, Mirc Electronics Ltd
Dr. C.G.D’lima Ex- Director General Rizvi Institute of Management Studies
& Research, Mumbai
Dr. Dharmendra Varshney Director, Kanpur Institute of Business Management
Mr. Hampton Bridwell President, Brand Logic Corporation
345
Name Designation
Mr. Isaac Jacob Prof. of Marketing at Somaiya Institute of Management
Studies and Research
Mr. K Suresh Faculty Member, ICFAI
Mr. Kevin Lane Keller Professor of Marketing, Tuck School of Business,
Dartmouth College, US
Ms. Lalita Menon Associate Vice President, The Media Edge
Ms. Manasi Deshpande Research Analyst ,Knowledge Management Consulting
Mr. M.M.Sunil Head Corporate Sales & Marketing, First Flight Couriers
Ltd.
Ms. Nandita Kaul Sr. Marketing Manager, Johnson n Johnson Ltd.
Dr. Pradeep Manjrekar Professor, Padmashree Dr. D.Y.Patil University
Mr.Sudarshan Jain Director - Marketing Abbott India Ltd.
Mr. Ted Mininni President/Creative Director, Design Force, Inc.
346
APPENDIX –E
Letters From The Brand Laureates Via E-mail
On Tue, Apr 13, 2010 at 8:00 AM, rhizu krishna <rhizu.krishna@gmail.com> wrote:
Dear Sir,
I am doing my Ph.D. from Rizvi Institute of Management Studies & Research,, Mumbai in
India. My research topic is "A study of Mature Brands and strategies to revitalize them in the
chosen industries".
I have read your books and articles on brand management strategies. After reading these my
outlook towards the brand has changed a lot. Your article Brand Report Card gives valuable
information for the brand managers and marketing managers how to measure a brand and can
they lead their brand to the successful and prosperous life.
I would appreciate if you can share some knowledge on what is a mature brand? It would help me
in carrying my research work more efficiently and effectively with your valuable inputs.
Regards,
Ms. Rhizu Krishna
347
Kevin L. Keller Kevin.L.Keller@tuck.dartmouth.edu
to rhizu krishna <rhizu.krishna@gmail.com>
date Wed, Apr 14, 2010 at 4:32 AM
subject Re: Seeking your guidance
mailed-by tuck.dartmouth.edu
Hi Rhizu ...
glad that my research has been helpful. I don't know if there is a formal definition of "mature
brands" ... but I would think that they would have had to been out in the market for a number of
years (at least 5 or 10) and have a certain level of awareness and image with its target market. If
it didn't have that ... it would be a developing or maturing brand. Hope this helps. Good luck!
Best KLK
Kevin Lane Keller
E.B. Osborn Professor of Marketing
Tuck School of Business
100 Tuck Hall
Dartmouth College
348
On Tue, Apr 13, 2010 at 8:10 AM, rhizu krishna <rhizu.krishna@gmail.com> wrote:
Dear Sir,
I am doing research in India from Rizvi Institute of Management Studies & Research,
Mumbai, on "A study of Mature Brands and strategies to revitalize them in the chosen
industries". I have read your articles published in Chief Marketer and published in various other
sites.
Your article gives good insight on how to manage your brand and specifically how to revitalize
the mature brand. I would appreciate if you can part me some more knowledge on how to define
the mature brands?
Your suggestion would help me in carrying out my research work more efficiently and
effectively.
Regards,
Ms. Rhizu Krishna
349
from Ted Mininni tmininni@designforceinc.com
to rhizu krishna <rhizu.krishna@gmail.com>
date Mon, Apr 12, 2010 at 6:54 PM
subject Re: Kind Attn: Mr. Ted Mininni
mailed-by designforceinc.com
Dear Rhizu,
A "mature" brand is one that has been around for a while. A mature brand is one that is long
established. Some of these brands are decades old; some are over one hundred years old. A large
majority of consumers know what the mature brand is and what it represents, even if they are not
constituents of that brand. Just naming a particular mature brand calls to mind the assets or values
it stands for. Most mature brands have been around for some time because they have continued to
innovate their product or service offerings, and they have kept their message or brand
communications current. Thus, they have evolved as the consumer has changed. Otherwise, they
would stagnate and die out.
I hope this helps you, Rhizu. Good luck with your research and your project.
Ted Mininni
President/Creative Director
Design Force, Inc.
350
On Tue, Apr 13, 2010 at 8:18 AM, rhizu krishna <rhizu.krishna@gmail.com> wrote:
Dear Sir,
I am doing research in India from Rizvi Institute of Management Studies & Research,
Mumbai, on "A study of Mature Brands and strategies to revitalize them in the chosen
industries". In your article "keys to revitalization" you have shared your opinion by suggesting to
measure brand on 10-80-10 base. It would really help if you can guide me further more on this.
I would appreciate if you can further guide me to how to measure the mature brand whether it can
be revitalized or not.
Thanking you
Regards,
Rhizu Krishna
351
from Hampton Bridwell bridwell@brandlogic.com
to rhizu.krishna@gmail.com
date Tue, Apr 13, 2010 at 1:15 AM
subject Mature Brands
mailed-by brandlogic.com
Rhizu,
The mature corporate brands that I have worked are quite varied. The Hartford is the one that I
have worked on recently. It is now 200 years old. One of the oldest insurance companies in the
US. Most of the others tend to be 50+ years old.
I do think of them as companies that have essentially been in the same business with a similar
business model, similar client/customer base and the same brand for 50 or more years. I think the
age is somewhat artificial because it really depends of the nature of the country and its economic
development. I would imagine that there are some brands that don't fit this description in India
but may be considered mature. In countries like the UK, mature brands might be much older.
Based on my narrow criteria, TATA may be considered a mature brand. While the business
continues to grow, some of the underlying core businesses and customer sets have been around
for over 40-50 years. I would be interested in your view.
Let me know how I can help.
Kind regards,
Hampton
Hampton Bridwell, President
BrandLogic Corporation 15 River Road Wilton, CT 06897
203-834-0087 ext.320 Fax 203-834-0068
bridwell@brandlogic.com
352
On Tue, Apr 13, 2010 at 8:25 AM, rhizu krishna <rhizu.krishna@gmail.com> wrote:
Dear Sir,
I am doing my Ph.D. from Rizvi Institute of Management Studies & Research, Mumbai,
Mumbai. My research topic is 'A study of mature brands and revitalization strategies'.
I have read your book 'Brand Revitalization Concepts and Cases'. The book give great
information on brand revitalization with the live examples quoted in the form of case study.
I would appreciate if can guide me on what is a mature brand? Your valuable information would
help to do my work more efficiently and effectively.
Regards,
Ms. Rhizu Krishna
353
from ksuresh ksuresh@iupindia.org
reply-to ksuresh@iupindia.org
to rhizu krishna <rhizu.krishna@gmail.com>
date Thu, Apr 15, 2010 at 4:21 PM
subject Re: Seeking your guidance
Hi,
Nice to learn that you liked the book.
In my view, a mature brand could be considered as one that has been around for quite some time
(say 40-50 years), experienced market ups and downs, faced competitive markets and managed to
keep up with the changing times (consumer tastes, value additions to the product). It would be
preferable to have a cut-off of 50 years of brand existence. You could probably have 2-3 different
types of such brands - those that have had sustained uninterrupted existence (Coke / Pepsi / Lux);
those that exited the market and were revived (such as Dalda); those that declined but made
splendid recovery and avoided market retreat. My advice would be to restrict to Indian brands.
Best of luck!
K Suresh
top related