CASE STUDIES OF BRANDING STRATEGIES:

NAME: CHANDAN KUMAR

ENROLLMENT: 118047343

SUBJECT: MEDIA MARKETING &

MANAGEMENT

ASSIGNMENT: CASE STUDIES OF

BRANDING STRATEGIES

SUBJECT CODE: EMPM-304

CLASS: MAEMPM(3RD SEMESTER)

BATCH : 2011-13

CASE STUDIES IN BRANDING STRATEGIES

STATION 1: INTRODUCTION

In the case studies of branding strategies that a brand gets to choose from, I’ll take you on the journey of the following branding strategies:

A. Co-BrandsB. Line ExtensionC. Brand ExtensionD. Multi BrandsE. New Brands

HUM SAATH SAATH HAIN

CASE STUDIES IN BRANDING STRATEGIES: CO-BRANDS

Co-Branding occurs when two different brands belonging to two entirely different parent brands collaborate. Here, more often than not, they’re not competitors to each other and belong to two different product category.

For example; When Coca Cola wanted to fight Unilever's 'Lipton' range in the cold drinks space, it needed a partner. Coca Cola had no association with tea and it clearly needed a partner. That led to its partnership with Nestle, resulting in the launch of 'Nestea'. Nestea is created by Nestle and benefits from the Nestle Brand name but is distributed by Coca Cola. However, in January 2012, it was announced that the joint venture between Coca Cola and Nestle would be phased out by the end of the year. Nestle retained the right to the Nestea brand name, while Coca Cola continues to manufacture the same drink under another brand.

Other examples:A) Tablet and mobile phone handset makers Micromax’s collaboration with internet USB dongle brand TATA PHOTON+ for its tablet FUNBOOK where you get free TATA PHOTON+ dongles on purchase of a MICROMAX FUNBOOK

STATION 3: LINE EXTENSIONLine extension is one in which the brand adds to its existing product line by introducing new variants to it and/or adding more features to it with the same brand name. While this branding strategy practice gives something new to already existing consumer base of the brand; the new line extensions also can draw new consumers towards your brand. The only flip side is that there is danger of cannibalization with the new product eating into the sales of the previous one.A good example of cannibalization is that of the coco cola. Years ago, coca cola introduced 200 ml bottles priced at Rs. 5. It sold like hot cakes but then it ate into the profits and consumer base of the 300 ml bottles of coca cola. Ultimately, coca cola had to withdraw/stop the production of the 200 ml bottle variants of the brand from the market to save its 300 ml bottle variant.

STATION 4: BRAND EXTENSION

Brand extension is where a brand ventures into a new product category with the same brand name. Brands often adopt this strategy to leverage upon the well-developed image of their brand name in some other product category. Here, unlike, line extension, the new product is not a substitute for the earlier one. Examples:Reliance ‘s BIG brand has its presence in these product categories:- DTH service; private FM broadcasting; home videos; multiplex at al with the brand names BIG TV; BIG FM; BIG HOME VIDEO; BIG CINEMAS respectively. Similarly, Airtel, a cellular service provider, made a brand extension in the form of venturing into DTH product category with the brand name AIRTEL TV. Paras Pharmaceuticals’, entered into personal-care product space with ‘Set Wet’; ‘Zatak’ brands.

UNSUCCESSFUL BRAND EXTENSION EXAMPLE:

T-SERIES, a Super Cassettes Industries Limited (SCIL) venture, is a music company of India. It was one of the leading music companies of India since the era of the 90s and continues to be a big name in the industry.

But when T-series, extended itself to the mobile handsets product category, it was a total disaster. It could not garner enough interest and trust as it enjoyed in the form of a music company.

STATION 4: BRAND EXTENSIONSUCCESSFUL BRAND EXTENSION EXAMPLE:

Fastrack, a leading fashion brand in India, started with the product categories such as sunglasses. Then it extended itself into the product categories such as watches; bags; wallet and belts and proved to be be a roaring success there too.

STATION 5: MULTI BRANDS

When the parent company/umbrella company has a number of products in a number of categories, that would be called a case of multi-branding. Business giants like Proctor & Gamble; Unilever; Amway etc. have multiple brands to their credits. Multi branding helps a firm cater to the different segments of the consumer market through its array of brands on offer. In this case, two brands of the same parent company in the same product category may seem to be a competitor to each other but that’s not the case as they target different consumer profiles/segments.

STATION 6: NEW BRANDSWhen the product category as well the product is new along with the brand name also; it’s the case of NEW BRANDS branding strategy of a firm.

For example; ZEE, primarily a satellite television channel, when decided to venture into the DTH service or pre-schooling education sector, it opted to name its brands in the respective categories as DISH TV and KIDZEE.