endangered brands

Brands on the endangered list : 

Brands on the endangered list By Group 6 Submitted to Dr. Saikat Banerjee

Slide 2: 

Ambassador Car

Reasons of Failure : 

Reasons of Failure Lack of mass market approach Lack of promotion Lack of proper positioning. Positioned as a govt vehicle or commercial vehicle Perceived as being outdated and out of sync with customer expectations Poor after sale service, dealership network etc (6 dealer in Delhi/25+ Maruti)

Prospective Measures : 

Focus on positioning. Create a sense of esteem amongst users. Focus on how ambassador is tailor made for every customer (perfection). Focus on it being a vintage car Launch new variants : ambassador gold , ambassador platinum... etc to differentiate against other ambassador vehicles Cash in on the brand value Launch new models : Set up a unique online dealership and sales system and promote it amongst mass market Strategic partnership with multi national companies for technology Hire and train good quality sales force Prospective Measures

Motorola India : 

Motorola India

Reasons of Failure : 

Reasons of Failure Failure to cash in on newer after creating sensation (motoming, motoyuva etc) Failure to consistently come up with new models Lack of product variety amongst several segments ( in other brands there are specific business phones/music phones/entertainment phones) Lack of proper promotion Phone not user friendly ( keys and functionalities not very popular) Lack of expansion to newer markets ( small product port folio in the low end category)

Prescriptive Measures : 

Prescriptive Measures Focus on creating separate categories (segmentation) and offering products to those categories In mobile phones PLC of a product is about 1-1.5 yr. Thus Motorola phones should come up with new products consistently Aggressive corporate branding (ATL,BTL promotions) apart from separate branding of its products Opening online selling portals (used and new) and promote it amongst metros Tie ups with service providers to give attractive schemes ( this would be based on target segment and research)

Parker pens : 

Parker pens

Reasons of Failure : 

Reasons of Failure Positioning failure : first positioned as a esteemed product of high quality (why have a pen that is not a parker) then being sold in prices ranging as low as Rs 50 Difficult to refill and lack of proper support Products reviews are negative

Prospective Measures : 

Remove cheaper products from Portfolio and focus to only high end products. Repositioning of the brand amongst target audience Sponsoring high profile events Product revamping in terms of quality (esp in fountain pens) Coming up with an new profile of products targeted only to high end segment Targeting seminars and meets where high profile people will come B2B selling to executives ( making executive kits ) Using brand diversification for venturing to related products like folders and other stationeries for executives Prospective Measures

Promise (Balsara) : 

Promise (Balsara)

Reasons of Failure : 

Reasons of Failure Positioning failure : No clear positioning. Earlier banked on Clove usage but now it is very common Less Availability: Even in Rural Markets Less Promotion Cannibalization of sales due to other brands from the same stable : Meswak, Babool. No distinct benefit to the consumer

Prospective Measures : 

Position it clearly : herbal, clove at lower price, or put it in category above babool Put emphasis on rural markets or Tier 2 and 3 cities Try to bring in new trendy commercials or promotional schemes Brand extension to other products like mouthwash Cash in on the name “ Promise “. For brand revitalization a campaign on promise could be based on a scientific fact (teeth whitens in a week, protects 24 hrs etc) and promote it as a promise. Based on the theme “promise” several campaigns can be designed and implemented Prospective Measures

Slide 14: 

Thank You