brand failure ppt

8/8/2019 Brand Failure Ppt

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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:

brand failure ppt

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