brand failure v5
Post on 06-Apr-2015
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FAILED BRANDSPresented By: Team 10, Group 1
1. Emma2. Shreyas Ravi3. Nitin Chaswal4. Ashwin Anand
5. Nirbhay Singhal6. Saurabh Kumbhare
7. Somsubhra Ganchoudhuri
DEFINING PRODUCT AND BRAND FAILURES
The withdrawal of the product from the market for any reason
The inability of a product to realize the required market share to sustain its presence in the market
The inability of a product to achieve the anticipated life cycle as defined by the organization due to any reason
The ultimate failure of a product to achieve profitability.
Why Brand fails:
Brand deception: When Brands try to cover
deficiencies of the brand with marketing.
Brand Amnesia: When a brand forgets what it is supposed to stand for. It occurs when a venerable, long-standing brand tries to create a radical new identity
Brand ego: Brands sometimes develop a tendency for over-estimating their own importance, and capability. This is evident when a brand believes it can support a market
Brand Megalomania: When brands want to take over the world by expanding into every product category imaginable.
Brand fatigue: Brand is old and no change is made
Brand paranoia: This is when a brand faces increased competition and doesn’t know what to do.
Brand irrelevance: When a market radically evolves, the brands associated with it risk becoming irrelevant and obsolete.
SEVEN DEADLY SINS OF BRANDING
I. Failure to fully understand the meaning of the brand
II. Failure to live up to the brand promiseIII. Failure to adequately support the brandIV. Failure to be patient with the brandV. Failure to adequately control the brandVI. Failure to properly balance consistency
& change with the brandVII. Failure to understand the complexity of
brand equity measurement & management
Brand 1
Reasons of Failure
No effort on Brand building
Too much dependence on celebrity advertising
Celebrity over shadowed the brand
Career of Hrithik took a nose dive
Distribution was only through exclusive showrooms
Price didn’t justify the quality
Brand 2
Reasons of Failure
The campaign was not targeted at the right segment.
The brand was priced at a premium over the ordinary coke.
'Irrelevant' advertising, Commercial was out of context and had no connection with Coke as a brand.
The variant was pitted against the mother brand.
YEZDI – Heart Throb of Youth
Reasons Of FailureJapanese 100 cc bikes with high efficiency & light weight
Consumer preferences changed not Yezdi
Consumer preferences: Mileage, Comfort, Style
Major Issues not resolved: Pumping 20 times before start
Late realization with launch of Roadking
Failing Markets & Labor Problem
Finally laid to rest in 1995
Quaker Oats - Snapple
The ProblemBrand Amnesia : True characteristic of brand lost
Product Features like : Packaging, taste, Quality,
Brand Megalomania : Brand extension issues
Service Features : Franchisee Model was faulty.
Strategy of mass market creation was wrong
Inability to communicate the Positioning in a proper manner.
Overlooked threat from Pizza Professionals like Pizza Hut & Domino’s
Brand : Amul Pizza
Reasons of FailureBrand Amnesia : True characteristic of brand lost
Product Features like : Packaging, taste, Quality,
Brand Megalomania : Brand extension issues
Service Features : Franchisee Model was faulty.
Strategy of mass market creation was wrong
Inability to communicate the Positioning in a proper manner.
Overlooked threat from Pizza Professionals like Pizza Hut & Domino’s
Learnings
Even Powerful brands can die due to negligence
Brands Don’t die on their own
• Marketing Myopia: Not walking with consumer• Either No Action• Wrong Action
Continuous Investment, nurturing like a baby
Competition Does Matter
THANK YOU…
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