BRAND FAILURE AND RE-POSITIONING

PRESENTED BY:
ROHIT SHENOY
PRABHAV BHAT
RACHAN RAJ
PAWAN
VIJWAL
Introduction:

Brand

It is a collection of experiences and

associations connected with a
service, a person or any other entity.
 Brand name
• It is used to specifically denote
written or spoken linguistic elements
of any product.
• Type of trademark.
 Brand failure
• The withdrawal of the brand from the
market for any reason
• The inability of a brand to achieve
required market share
• The inability of a brand to achieve
anticipated life cycle
• Failure to achieve profitability
 Brand Positioning
• It is how a product appears in
relation to other products in the
market
• It is the process by which marketers
try to create 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
 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 identity of your own
product; in the collective minds of
 Objectives that a good brand
will achieve-
• Delivers the message clearly
• Confirms credibility
• Connects the target market
emotionally
• Motivates the buyer
• Concretes user loyalty
 Why brand fails?
• Category
• Timing
• Cultural factors
 Brand Myths-
• If a product is good, it will succeed.
• Brands are more likely to succeed
than fail.
• Big companies will always have a
brand success.
• Strong brands are built on
advertising.
• If its something new, its going to sell.
• Strong brands protect product.
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
Continued---
• Not having a tag line that is
believable
• Failing to “grab” the public with a tag
line
• Not knowing where successful
branding starts
 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.
Continued----
• Using too much jargon.
• Trying too hard to be different.
• Not knowing when you have got
them.
 Other branding mistakes-
• Branding on price.
• Changing your promise.
• Over promising.
• Me-too branding.
MARKETING PITFALLS
HOW TO AVOID THEM
• “Good marketing is no accident but a
result of careful planning and
execution” -Philip Kotler.
• Sound marketing strategies and well
convinced plans greatly enhance the
chances of success.
• Half baked plans and hastily laid out
tactics undoubtedly spell doom for
the organization.
• Marketing plan operates in two
levels:
2.Strategic plan: which identifies the
target markets and value proposition
to be offered.
3. Tactical plan: which focuses on the
marketing mix.
• A good strategy if not implemented,
is a great opportunity lost and set
the organization back by a few years.
 Market fiascos in recent
times
• Merits “small ‘n’ flaccid” campaign:
• One of the cigarettes brands in U.S
launched a $450mn ad campaign
with a ambitious objective of
reaching the top of $800bn cigarette
industry.
• Sales fell from 20 million pack to 12
packs per week.
 McDonalds giveaways
• Auto major general motors and
McDonald’s had a unpleasant
partnership with disastrous
consequences.
• August 2006 they came with the
sales promotion campaign of giving
away 42million toy hummers along
with happy meals.
• Parents and environmentalists
resisted the promotion as they felt it
was ethically incorrect.
 Reliance Infocom
• In July 2003, Reliance launched a
monsoon hungama 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.
 Global giants and local
brands
• 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.
 Cross cultural challenges
• “Nothing sucks like an Electrolux”-ad
by Scandinavian durables in
American magzine.
• “Come alive with the Pepsi
generation” became “pepsi will bring
your ancestors back from death”.
• Chevy nova introduced by GM in
Latin America markets, which was
not a success for the simple reason
that “no-va” means “a thing which
does not move” in Spanish, forcing
GM to re-launch this MUV as Caribe.
 Frame work for avoiding
marketing pitfalls.
• 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.
• Let all the departments work
simultaneously on new product
launches:
• There has to be a perfect
coordination between various
divisions like manufacturing,
Logistics, distribution network,
packaging, promotion and pricing
right from the time the prototype
was developed.
• 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
business with a blend of local talent and
• Have local consultants assist your
communications team:
• companies should be extra careful
while designing the local content.
• Product testing and test marketing,
advertisements too can be pre tested
before they are rolled out.
• Have intellectual honesty to admit your
mistakes:
• Admit the mistakes and try to come out
of it with quick fix solutions.
• Example: McDonald’s case- “looked at
through children’s eyes, the miniature
hummers are just toys, not vehicle
recommendations or a source of
consumer messages about natural
resource conservation, green house gas
emissions, etc”
• Have long term perspective:
• If the organization is in a great hurry
to milk the market, the chances of
failure are much higher.
• Understand the local culture, market
conditions and consumer preferences
and fine-tune ones strategy.
• McDonald’s took 5 to 7 years to
establish in Indian market.
Brand Failure of few
Companies in India
 KELLOGG’S
Mighty brand in U.S and
European market.
In the late 1980’s – 40% of
market – sales above US $6
billion.
In 1990’s Kellogg’s struggled in
the market.
 In 1994 stepped into the Indian
market.
Confusion in the minds of
Indian consumers
The taste of success was for
very short time
Bounced back with the idea
of establishing brand
equity…!!!
PROMOR international a
research firm
 APPLE iPHONE

 How Apple went into the wrong

strategy???
 It was not only the price
factor which hit the market
of Apple in India but also
the communication.
 Other Factors
 Selling of the products in their own
outlets.
 Strategy to sell with lock-in.
 Failed to reach the consumer
confidence.
Great opportunity for the
expansion of its market
turned to be failure.
 Domino’s Pizza
 Failed to reach the local market in
India.
 The new products launched failed to
make the strong mark in a market.
 What should have been
done to make an impact on
the Indian consumers with
the strong base in a
market???
CONCLUSION: