final thesis 2011 rhizu krishna -...

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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 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 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: _____________________________________________________

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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 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

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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

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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


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

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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


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


61 Godrej Consumer Products Ltd

(Godrej)

Pirojshanagar, Eastern Express Highway, Vikhroli


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


336


65 Godrej Sara Lee Ltd. Pirojshanagar, Eastern Express Highway, Vikhroli


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

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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


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,

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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


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,

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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


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


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 <[email protected]> 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 [email protected]

to rhizu krishna <[email protected]>

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


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 [email protected]


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


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 [email protected]

to [email protected]

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

[email protected]

352


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 [email protected]

reply-to [email protected]


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

final thesis 2011 rhizu krishna -...

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