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Revitalising the Brand

Revitalising the Brand. Why revitalise?. Brand still has high awareness Brand still has some values with consumer Product still selling Cost of building a new brand is far higher. Ways to Revitalise. #1: Increase Usage. Getting existing customers to use more of your product

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Revitalising the Brand

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  1. Revitalising the Brand

  2. Why revitalise? • Brand still has high awareness • Brand still has some values with consumer • Product still selling • Cost of building a new brand is far higher

  3. Ways to Revitalise

  4. #1: Increase Usage • Getting existing customers to use more of your product • Frequency of Use (Glucon-D) • Reminder Communication • Positioning for frequent use • Make the use easier • Provide incentives • Reduce undesirable consequences of frequent use • Use at different occasions

  5. #1: Increase Usage • Getting existing customers to use more of your product • Quantity of Consumption (Lays) • Incentives on high use • Creating larger servings • Removing undesirable consequences of high consumption • Positive associations

  6. #2: Finding New Uses • Finding a new functional use for the brand • Omni Cargo / Red Bull (Mixer) • How to find new uses? • Observe usage of current customers • Sponsor new use contests • Use of competition’s product • When to adopt a new use? • Potential market • Feasibility & Cost • Competitive reaction / takeover of the use

  7. #3: Entering New Markets • Move into a new market area having growth potential • New Segment (Pepsi A.M. / Bacardi Breezer) • New Geography (Honda City / Gits)

  8. #4: Repositioning the Brand • Existing positioning not relevant • Lacking appeal amongst TG • Reposition the brand on a new platform • Lifebuoy (Koi Darr Nahin) • Fair & Lovely

  9. #5: Augmenting the Product • Providing features / services not expected by the consumer • Must be things the consumer values • Linked to the product • Drive consumer delight • Nestle Coffee Shaker • Titan Eye Free Eye Testing

  10. #6: Obsoleting Existing Products • Kill the existing product and introduce a new technologically advanced product • Bajaj: Scooters to Motorcycles • Gillette: Stainless Steel Blades • Intel: Self Destruction • Windows Vista: Windows 7 • Risky as there has been investment in the existing product which will go waste

  11. #7: Extending the Brand • Take the brand into products which have a brighter future • Dettol Soap • Mcdonald’s: Salads & Yoghurt • HM: Automotive Parts • Extension must be • Relevant • Sustainable

  12. What if nothing works?

  13. Option #1: Milking • Minimising investments, maximising cash flows • Hold Milking Strategy: Pepsodent G • Sufficient Investment • Fast Milking Strategy: Ambassador • Pulling out of investment • Raising of prices in certain cases

  14. Option #2: Divestment or Liquidation • Exit out of a brand • HUL Denim • Lee Cooper • Last Resort • Rapid sales decline • Milking also unprofitable with price pressures • Weak brand position • Exit barriers can be overcome

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