chapter iii – research methodologyshodhganga.inflibnet.ac.in/bitstream/10603/9522/27/12_chapter...

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CHAPTER III – RESEARCH METHODOLOGY

3.0.0.0 Introduction

Research methodology is the logic or series of steps that connects a given set of research

questions (uncertainties or gaps in our knowledge about the social world, about human

behavior) to the conclusions arrived at. It encompasses the selection of research methods,

the design of data gathering instruments like interview or self-administered questionnaire

schedules, gaining access to the research site, sampling, research ethics and data analysis.

Thus, the purpose of research is to discover answers to questions through the application

of scientific procedures. The main aim of research is to find out the truth which is hidden

and which has not been discovered as yet.

This research was conducted to understand mature brands and strategies for brand

revitalization. The study was conducted in three parts namely developing brand scorecard

for mature brands, examine the case study for brand revitalization and strategies to

revitalize the mature brand.

The details of the methodology have been discussed under the following headings, need

for the study, description of the tools used for the survey, sample population, procedure

followed to collect data and statistical techniques used in the analysis.

3.1.0.0 Title Of The Research Project:

‘A Study Of Mature Brands And Develop Strategies To Revitalize Them In Chosen

Industry’

3.2.0.0 Need For The Study:

There are brands which fail immediately after the launch while there are brands which

lead successful and glorious life. The reason for these successful mature brands is that

they are constantly nurtured.

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Brand represents the intellectual and emotional associations that people make with a

company, product or person. While the word brand is often used more generally and in a

qualitative way, the essence of the brand lies in each of our unique, subjective

interpretations, in our understanding of the brand—which is guided by cultural context,

interactions we have had with and about what we are evaluating, and our own personal

conception of the world. The science of branding is about designing for and influencing

the minds of people—in other words, building the brand.

Brands do have life cycle which may consist of a number of phases from inception to

launch, growth, maturing, decline, revitalization, and retirement. Brand revitalization is a

process wherein a brand which is on the verge of retirement, is brought back to life to

regain markets. Revitalizing a once-popular dormant brand can be a highly profitable

strategy under the right circumstances. All products require a ‘Branding’ effort to

successfully compete for customers.

The present study focus on the following points:

• What are the characteristics which a brand should have to be identified as a

mature brand?

• What are the parameters on which the mature brand can be evaluated before

revitalizing the mature brand from Fast Moving Consumer Goods (F.M.C.G) and

Consumer Durables industry?

• What are the reasons for the brand maturity of the brands from Fast Moving

Consumer Goods (F.M.C.G) and Consumer Durables industry?

• How to evaluate the mature brand through brand score card to identify the reasons

for brand maturity?

• What are the strategies for revitalizing the mature brand?

• How to revitalize the mature brand?

As an answer to the above issues, the present study is undertaken.

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3.3.0.0 Definitions Of The Important Terms

• Brand Awareness: Brand awareness is an important way of promoting

commodity-related products. This is because for these products, there are very

few factors that differentiate one product from its competitors. Therefore, the

product that maintains the highest brand awareness compared to its competitors

will usually get the most sales.

• Brand Revitalization: Brand revitalization begins by carefully exploring the

causes and various aspects of ageing. If brand has already started to show the

signs of ageing, in myriad of potential problem areas, is a methodology to

evaluate the most appropriate steps, based on the underlying causes of this

deterioration. It tries to look at brand image ,not only to uncover and address the

emerging ‘wrinkles’ but also to recognize the positive features that can be built

upon and reinforced.

• Brand Score card: The brand scorecard views performance through a customer-

focused "brand lens." Highly appropriate for companies that are managing

multiple brands, it also applies to single brand companies. Its premise is that

favorable business outcomes accrue to companies whose brands have strong

demand pull. This scorecard aligns business functions around creating an

exceptional (i.e. differentiated and relevant) "branded experience" across the

entire landscape of customer touch points to drive higher levels of brand attraction

and loyalty. In effect, the brand scorecard integrates performance, brand, and

customer experience management.

• Brand Strategy: The brand strategy is critical because it sets the foundation for

all other branding activities it establishes a focused understanding and direction

that's agreed upon at the highest levels of the organization, before creative

development work begins. It helps pre-empt the "brand chaos" that arises

naturally from conflicting goals and personal beliefs, and it provides vital input to

align creative and management processes. Based on a thorough discovery of the

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company, its offerings, audiences and competitive marketplace, the strategy

defines the overall brand architecture (defining the relationships of corporate,

product, partner and ingredient brands), a differentiated position in the

marketplace, a hierarchy of messages crafted to resonate with customers, a

distinctive brand promise and a projection of the customer's ideal overall brand

experience.

• Marketing Case Study: A case study is a written or recorded, detailed analysis

of some targeted management issues, for the purpose of noting success or failure

to be used as a benchmark for education, research, and/or planning. A case study

is an in-depth exploration of one particular case (situation or subject) for the

purpose of gaining depth of understanding into the business/management issues

being investigated. A marketing case study provides a detailed outline of the

essentials of the subject, such as trends in marketing, latest marketing strategies

from various marketing sectors such as retail, pharma, fashion, food and

healthcare.

• Mature Brand: 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 redefine 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.

3.4.0.0 The Research Design

According to the definition research design is “a plan that defines the research

question/objectives, hypotheses to be examined, and the number and type of variables to

be studied. It also assesses the relationship between the variables by using well-

developed principles of scientific inquiry.”

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The present study consists of three parts:

Part I- The Survey: Designing A Brand Scorecard For Rating The Mature Brands In

The Chosen Industry

Part II: Examination Of Case Studies Of Mature Brands

Part III: Developing Strategies For Brand Revitalization Of Chosen Mature Brand

3.5.0.0 Part I- The Survey

Designing A Brand Scorecard For Rating The Mature Brands In The Chosen Industry.

Part I of the present research study is a survey, where the survey was conducted to

identify the characteristics of the mature brand, to identify the parameters for mature

brands need to be revitalized and reasons for the brand maturity.

3.5.1.0 Objectives Of The Part I- The Survey

Objective (A) Identifying the characteristics for evaluating the brand as a mature

brand

Objective (A) would identify the characteristics which a brand should have to be

identified as a mature brand from the chosen industry i.e. FMCG and consumer durables.

These characters are needed to be identified because they would ensure that the brand is a

mature brand.

Objective (B) Identifying the parameters for evaluating the mature brands need to

be revitalized

Objective (B) would identify the parameters for the mature brand to be revitalized. These

parameters were required to be identified as they would ensure that whether it is worth to

revitalize the chosen mature brand.

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Objective (C) To design a brand scorecard for mature brands to identify and

evaluate the reasons for brand maturity in the chosen industry

Objective (C) brand scorecard needs to be framed which would be based on the reasons

for brand maturity. By evaluating the mature brand on these reasons we can identify what

has gone ‘wrong’ with brand on which we need to work so that the brand can be revived

successfully.

These reasons were broadly classified into four categories i.e. Product Characteristics,

Competitive Positioning, Target Market and Communication from the Mature Brand.

Based on the findings of the survey the brand score card would be developed.

3.5.2.0 Variables Studied

Variables chosen for the present study are as follows:

Variables for the Objective (A)

• Opinion of the marketing managers from the chosen industry i.e. FMCG and

Consumer Durables

• Characteristics for evaluating the mature brands

Variables for the Objective (B)


Consumer Durables

• Parameters for evaluating the mature brands

Variables for the Objective (C)


Consumer Durables

• Reasons for evaluating the mature brands

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3.5.3.0 Hypothesis Of Part I –The Survey

Hypothesis of the Objective (A)

A Ho: The observed mean opinion of the marketing managers regarding the use of

following characteristics to evaluate the brand as a mature brand is not

significantly higher as compared to the expected mean opinion (Ho: µ = 3.5).

1. Those brands have certain level of brand awareness associated with them.

2. Those brands have wide distribution network.

3. Those brands have target market.

4. Brand is either not growing as per the category growth 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

quality.

7. Those brands are more than twenty year old.

8. Those brands have long held heritage.

A Ha: The observed mean opinion of the marketing managers regarding the use of

following characteristics to evaluate the brand as a mature brand is

significantly higher as compared to the expected mean opinion (Ho: µ > 3.5).




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minimal growth @2%.


6. Those brands have uniqueness advantage associated with its product quality.



Hypothesis of the Objective (B)

B Ho: The observed mean opinion of the marketing managers regarding the use of

following parameters to evaluate the brand as a mature brand which needs to

be revitalized is not significantly higher as compared to the expected mean

opinion (Ho: µ = 3.5).

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.

5. The brands which need to be revitalized should have focused management

with resources.


7. Those brands may have the loyal customer base.


9. Customer brand awareness has narrowed down.

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10. Those brands are under priced or under promoted.

B Ha: The observed mean opinion of the marketing managers regarding the use of

following parameters to evaluate the brand as a mature brand which needs to

be revitalized is significantly higher as compared to the expected mean

opinion (Ha: µ > 3.5).







with resources.






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Hypothesis of the Objective (C)

Hypothesis for reasons related to the product characteristics of the mature brands

(C1)

(C1) Ho: The observed mean opinion of the marketing managers regarding the

following reasons related to product characteristics of the mature brand is

not significantly higher as compared to the expected mean opinion

(Ho: µ = 3.5).

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.

(C1) Ha: The observed mean opinion of the marketing managers regarding the

following reasons related to product characteristics of the mature brand is

significantly higher as compared to the expected mean opinion

(Ha: µ > 3.5).

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.

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Hypothesis for reasons related to the competitive positioning of the mature brands

(C2)


following reasons related to competitive positioning of the mature brand

is not significantly higher as compared to the expected mean opinion

(Ho: µ = 3.5).

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.


following reasons related to the competitive positioning of the mature

brand is significantly higher as compared to the expected mean opinion

(Ha: µ > 3.5).

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.

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Hypothesis for the reasons related to the target market of the mature brands (C3)


following reasons related to target market of the mature brand is not


(Ho: µ = 3.5).

1. There is no 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).


following reasons related to target market of the mature brand is


(Ha:µ > 3.5).

1. There is no 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).

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Hypothesis for the reasons related to the communication from the mature brands

(C4)


following reasons related to communication of the mature brand is not


(Ho: µ = 3.5).

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.


following reasons related to communication of the mature brand is


(Ha: µ > 3.5).

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.

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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.

3.5.4.0 The Study Is Carried Out In Four Phases

Phase 1: Selection Of Sample For Part I- The Survey

Phase 2: Selection and Preparation of the Tools

Phase 3: Collection of Data

Phase 4: Statistical Analysis

3.5.4.1 Selection Of Sample For Part I- The Survey

In the present study the sample consisted of marketing managers, brand managers and

marketing executives. Since the research focused on identifying mature brand

characteristics and parameters for mature brand that needs to be revitalized, and these

were the people who on a daily basis deal with the brands and branding activity. Thus,

this was the sample selected, from whom the researcher wanted to give response for the

questionnaire based on the objectives of the research.

The sample was selected from the chosen industry i.e. Fast Moving Consumer Goods and

Consumer Durables. The detail of the same is given in the following table:

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Table 3.1 Classification Of The Sample For Part I- The Survey (Objective A)

Companies Number of

Companies Sample Target

Number of

Managers Total

F.M.C.G and

Consumer durable

Advertising/Brand

Consultancy

10

Marketing Managers,

Brand Managers and

Sales Managers

3 30

Total sample size 30

Sampling method used for the survey part I – (Objective A)

The investigator collected the list of F.M.C.G. and Consumer Durables advertising

agencies and brand consultancy with in Mumbai city. The total numbers of companies

chosen were fifteen. The investigator employed random sampling technique for the

selection of sample. However, when permission from particular company could not be

obtained, in place of that company, another company was selected randomly.

In few companies they had more than one marketing managers and marketing executives

they were catering to the various brands of the company who were ready to respond, so

they were given the opportunity to fill the questionnaire.

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Table 3.2 Classification Of The Sample For Part I- The Survey (Objective B & C)

Companies Number of

Companies Sample Target

Number of

Managers Total

Fast Moving

Consumer

Goods

(F.M.C.G.)

40

Marketing Managers,

Brand Managers and Sales

Managers

3 120

Consumer

Durables 40

Marketing Managers,


Managers

3 120

F.M.C.G.

Advertising/

Brand

Consultancy

10

Marketing Managers,


Managers

3 30

Consumer

Durables

Advertising/

Brand

Consultancy

10

Marketing Managers,


Managers

3 30

Total sample size 300

Sampling method used for part I-the survey (Objective B & C)

The investigator collected the list of all the F.M.C.G. and Consumer Durables companies

as well as the advertising and brand consultancy with in Mumbai city. The total numbers

of companies chosen were one hundred and fifty. The investigator employed random

sampling technique for the selection of sample. However, when permission from

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particular company could not be obtained, in place of that company, another company

was selected randomly.

In few companies they had more than one marketing manager, brand manager and

marketing executives they were catering to the various brands of the company who were

ready to respond, so they were given the opportunity to fill the questionnaire.

3.5.4.2 Selection And Preparation Of The Tools For Part I-The Survey

• Scale to identify the characteristics for evaluating the brand as a mature brand.

• Scale to identify the parameters for evaluating the mature brands need to be

revitalized.

• Scale to identify the reasons for brand maturity in the chosen industry.

Construction of the tool titled- Questionnaire To Identify Characteristics For

Mature Brand

Selection of the content

In order to prepare the scale for identifying the characteristics for evaluating the brand as

a mature brand, the investigator went through the related literature. Since the investigator

was unable to locate any tool to fulfill the objective of the present study, the investigator

had to construct the tool.The characteristics for evaluating the brand as a mature brand

would ensure that the brand which needs to be revitalized is a mature brand.

The following characteristics were identified that were rated during the survey.

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Table 3.3 Characteristics For Evaluating The Brand As A Mature Brand

S. No. Characteristics To Evaluate Brand As Mature Brand





minimal growth @2%.


6. Those brands have uniqueness advantage associated with its product quality.



Rationale for selecting characteristics for evaluating the brand as a mature brand

Researcher wanted to know what characteristics a brand should have to be identified as a

mature brand

As per Keller, mature brand have 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. The author had considered three

areas for brand to be identified as mature brand i.e. number of years it has been in the

market, brand awareness and brand image in its target market.

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According to Huffman & Wansink (2001), by definition, mature brands are older brands

and their value to a company is over time, not just from annual sales. As per the article it

suggests that academic research into advertising highlights that while promotions may

lead to short-term sales increases, they can also make buyers more prices sensitive.

Thus, various brand laureates have their own opinion regarding the mature brand. Based

on these definitions for mature brand, the investigator had identified the various

characteristics that were rated by the sample target during the survey.

Construction of the tool titled- ‘Questionnaire To Identify Parameters And Reasons

For Mature Brand Before Revitalizing’

Scale to identify parameters for evaluating the mature brand need to be revitalized

As per the design of the study the researcher wanted to identify the parameter for

evaluating the mature brands need to be revitalized and to identify the reasons for brand

maturity in the chosen industry.

The parameters for evaluating the mature brand need to be revitalized were needed to be

identified as it helps in valuing the worth of the mature brand. By evaluating the mature

brand on these parameters before revitalization will give the assurance whether it is worth

to revitalize the selected mature brand or not. This would also help in identifying the

positive and negative characteristics associated with the brand and they can be taken care

while revitalizing the brand.

According to (Varadarajan 1986) “Nevertheless, while some brands are easy to revitalize

and worthy of revitalization, others should be divested or treated with benign neglect.”

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The following parameters were identified that were rated during the survey.

Table 3.4 Parameters For Evaluating The Mature Brand Need To Be Revitalized

S. No. Parameters to Evaluate Mature Brand







with resources.






Rationale for selecting parameters for evaluating the mature brand needs to be

revitalized

Researcher has discussed why the parameters are required to be identified for evaluating

the mature brand before revitalization. According to (Wansink 1997) by evaluating the

mature brands on the parameters before revitalizing the brand helps by “suggesting a

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brand’s potential for revitalization, the results of the study also underscore the importance

of initially focusing revitalization efforts on loyal or existing users of a brand.”

Mininni (2006) suggests “Mature brands have great heritage and might still be enjoyed

by consumers who have had positive, longstanding relationships with them. Companies

that witness declining brands in their portfolios employ the "best business practice" of

cutting marketing investments in them, and reallocating the dollars on growth brands

instead. How can companies determine whether to revitalize brands? This can be done by

consumer research in this process. As they help in identifying the positive and negative

associated with the mature brand.”

Thus, various brand laureates have their own opinion regarding the parameter which a

mature brand should have before revitalizing a mature brand. Based on these findings for

mature brand, the investigator had identified the various parameters for mature brand that

were rated by the sample target during the survey.

Scale to identify the reasons for brand maturity in the chosen industry

As per the research we need to know the reason for the brand maturity before revitalizing

the mature brand as this identifies the area on which management needs to focus during

revitalizing the brand.

Since brand is affected both by internal factors like product quality, communication from

the brand as well as the external factors like competition, target market and legal

environment.

As mentioned earlier to have brand with longer life cycle it needs to be nurtured during

its various brand life cycle stages. As brand life cycle grows the factors affecting the

brand also varies and it is very crucial to identify the factors that had led the brand

towards maturity.

As product with which brand is associated is very important if product mature the brand

also matures. Similarly if communication from the brand is not as per the current market

scenario the brand would lead towards maturity.

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Also brand not survive alone in the environment target market and competition also plays

a vital role in brands life. As many marketing laureate’s states that, even if your brand in

for older citizens then to it should look young else it would not be able to survive.

Even though how strong is your brand, but there is always threat from the competition.

Ignoring the competition would lead the brand towards maturity without giving as notice

for survival.

Thus all these factors have various aspects which show the signs of maturity of the brand.

All these signs of the maturity were categorized and are shown in the Table 3.5:

Table 3.5 Reasons For Brand Maturity

S. No. Criteria Reasons For Brand Maturity

1. Product

Characteristics

Slow down in the new product launches.

Outdated technology for the generation of the products.

The non-relevant line extensions are done.

Product quality is low compared to the competitors’

product.

The designs of the product are outdated.

2. Competitive

Positioning

There is constant lowering market share of the brand.

Number of new entrants is increasing and they are growing.

Levels of stocks are increasing and sales are constantly

declining.

Share prices of the brand are decreasing.

3. Target Market There is non- renewal of the target market.

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S. No. Criteria Reasons For Brand Maturity

Number of contacts is reducing.

Mean age of the target is getting older.

New products offered by the brand are not welcomed.

Declining in the list of usual distribution partners.

Deteriorated merchandising plan in volume (reduced

orders).

4. Communication

From The Brand

There is constant decrease in the investment for the

communication of the brand.

Media plan is not appearing relevant to reach to the target.

The packaging is perceived as old fashioned.

Negative perception about the brand is more.

The brand is constantly decreasing in its appearance in

television, movie and hoardings.

The brands communication style is appearing to be out-of

date.

Rationale for identify the reasons for brand maturity in the chosen industry

Edward and Day (2005) explain the importance of a rigorous analysis in the early stages

to provide an understanding of the consumer and the environment on the one hand

(external factor) and, on the other hand, the value system of the brand its ability to act

(internal factor).

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Andrew in Hart and Murphy (1998): ‘A brand cannot be revitalized without a clear

understanding of the soul of the brand, the DNA of the brand and the values that it

represents [….] The original revitalization of a brand requires the creation of a new

‘reality’ with which its consumers can identify and which they will be able to share.’

Thus it can be said that before revitalizing the mature brand the reason for its maturity

should be known so the points on which brand needs to revitalized can be focused during

the revitalization procedure.

Scaling of items

The investigator had selected Likert’s summated method of rating scale for the

construction of to identify parameters and reasons for mature brand before revitalizing.

In all there were 39 statements were prepared by the investigator. They were arranged in

Likert’s method. An equal weight age was given to all the statements. The investigator

had prepared a five-point scale. The points given were:

5- Strongly Agree, 4-Somewhat Agree, 3-Neither Agree Nor disagree, 2- Somewhat

Disagree, 1- Strongly Disagree.

For Example:

Criteria Symptoms And Signs Of Maturing

Product

Characteristics Product quality is low compared to the competitors’ product.

Responses Strongly Agree, Somewhat Agree, Neither Agree Nor disagree,

Somewhat Disagree, Strongly Disagree

Method of Scoring:

For the purpose of scoring, the scores were given according to the scoring procedure

suggested by Likert. For every statement the points given were accumulated separately

and the scores were tabulated, statistically analyzed and interpreted.

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For example:

Statement Strongly

Agree

Somewhat

Agree

Neither

Agree

Nor

disagree

Somewhat

Disagree

Strongly

Disagree Total

Those brands

have distinct

Point-of-

Differentiation

70 160 40 30 300

Number represents the response from the respondents.

Method of testing the hypothesis

In hypothesis testing, we compared the calculated mean with the excepted mean at the

significant level. If the calculated mean value is significantly high then the test value,

then the null hypothesis was rejected. Otherwise, the alternative hypothesis was rejected.

3.5.4.3 Procedure Followed To Collect The Data For Part I-The Survey

Various organization and corporate offices were approached for the data collection.

Sample target from the selected companies were contacted telephonically or via e-mail

for an appointment. Then they were visited personally by the researcher in their offices or

the places where they were comfortable to fill the questionnaire.

During the collection procedure few employees were ready to fill the questionnaire then

and there. While few others said they would fill the questionnaire and return the same

later. Some employees preferred to send the questionnaire through mail. Very few of

them replied back and after a very long gap. In few organizations the prior permission of

the high authorities were taken before conducting the survey with the employees of the

organization.

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3.5.4.4 Statistical Analysis Of The Data Of Part I-The Survey

The One-Sample t-Test enables us to test whether the mean of a variable is less than,

greater than, or equal to a specific value. The observed mean of the variable was

compared to this value. In the present research study One sample t-Test had been used to

test whether there is any significant difference between the observed mean opinion and

expected mean opinion of the marketing managers regarding the characteristics of the

mature brand, parameters of the mature brands which needs to be revitalized and reasons

for the brand maturity of the mature brands in the Indian market scenario.

3.6.0.0 Part II: Examination Of Case Studies Of Mature Brands

In order to understand and examine the processes of brand revitalization in organizations,

business case study method was chosen. Business case studies present specific, real-life

examples of the strategies and tactics used by leading international businesses or

companies to succeed globally. The business cases covers important issues in

international business like globalization, entry strategies, product marketing, brand

management, mergers and acquisitions (M&A) (strategic alliances), corporate social

responsibility and human resource management (HRM).

These case studies focus on a particular company, to clearly illustrate business scenarios

pertaining to the brand revitalization. This method enables to understand the complex

real-life activities in which multiple sources of evidence were used. The case study

enabled to gain a holistic view of brand revitalization events and provided a round picture

since multiple cases were used to understand the brand revitalization strategy. In multiple

cases studies result of findings lead to some form of replication.

The use of case study to probe an area of interest in depth is particularly appropriate as

described by Patton, “Case studies become particularly useful where one needs to

understand some particular problem or situation in great-depth, and where one can

identify cases rich in information.”

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3.6.1.0 Selection of the Case Studies

The case studies were chosen from the F.M.C.G. and Consumer Durable industry to

understand how the revitalization strategies had been used in past to restore brands

market share, enhance the market share, re-launch and reposition the brand, to renew the

target market and changing the brand image in the consumers mind.

Based on the various reasons for brand revitalization given above various case studies has

been selected.

3.6.2.0 Data Source

The cases were studied to understand the process of brand revitalization which had been

used by the firm to gain insight into when and how it revitalization is done. So the cases

were taken from the books, magazines and internet.

3.6.3.0 Case Study Analysis

Cases studies were analysis in the following format:

• Introduction

• Reasons for brand revitalization

• Strategies for brand revitalization

• Parameters of Mature Brand for Brand Revitalization

• Conclusion

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While reviewing case studies there was the overlap of the brand revitalization strategy.

The case studies had been classified under the following given revitalization methods:

• Brand Repositioning: Brand Repositioning is changing the positioning of a

brand. A particular positioning statement may not work with a brand. Brand

studied under this category are Dabur, Cadbury, Frooti and Godrej.

• Brand Re-launch: In brand re-launch the product, the pricing or the distribution

but the communication and the entire repositioning exercise changes the

perceived value of the brand. The elements used would be in the area of the

communication mix including the packaging. Brands studies under this are Dettol,

Frooti and Britannia.

• New Brand Logo/Image: To give the brand a new look brand logo or images are

changed. The following brands had done brand logo change in the past Dabur,

Kellogg, Bajaj and Britannia.

• Increase the market share: Brand wants to increase their existing market share

then also brand revitalization is done. The case studies under this were of Voltas,

Motorola, and Cadbury.

• Increase the market growth: At time the brand growth is stagnant while the

market may be growing. Britannia, Dettol had done revitalization to increase the

market growth.

• Brand extension and sub brands: To make more choose available to consumer

brand extension are done. The brands which had done this in the past are

Cadbury, Dettol, Britannia, Voltas.

• New Distribution Outlets: To increase its reach to the customers brand often opt

for this revitalization strategy. To revive themselves Voltas, Dettol and Britannia

had also adopted.

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These case studies had been discussed individually in details along with the analysis of

the same in the chapter V.

3.7.0.0 Part III: Developing Strategies For Brand Revitalization

According to Keller (1999) “revitalizing a brand requires either that lost sources of brand

equity be recaptured or that new source of brand equity be identified and established.”

Brand revitalization is a process in which brand is audited and reasons for its more

growth prospects are identified. These new growth prospects are used to extend the

brands life cycle.”

Hence, strategy for brand revitalization needs to be developed based on the past

performance of the brand as well as the future growth prospects of the brand. Based on

the findings of the part I and part II of the research design the strategies for brand

revitalization would be suggested. In this section investigator would chose a mature

brand from the chosen industry and would evaluate on the brand score card. Based on the

findings of the brand score card brand revitalization strategies would be suggested for the

chosen mature brand.

The brand revitalization strategy should be based on the causes of the brand maturity.

These strategies provide guidance on how to revitalize the maturing brand and how the

brand can regain its lost market share, market position and can also increase its market

area.

The brand revitalization strategies model had been developed based on the market and

the brand category .The details of the same had been discussed in chapter VIII.

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3.8.0.0 Conclusion

As discussed in the chapter study was conducted in three parts. For the first part three

surveys were conducted .To identify the characteristics of mature brand, parameters to

evaluate the mature brand before revitalization and identify the causes for the brand

maturity.

Case studies were examined keeping in view what are the reasons for the brand maturity

and what measures were taken by the organization to revive the brand. These brands were

also evaluated on the parameters for mature brand need to be revitalized. Based on the

case study analysis the strategies for reviving a chosen mature brand would be suggested.

chapter iii – research methodologyshodhganga.inflibnet.ac.in/bitstream/10603/9522/27/12_chapter...

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