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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 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
#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
#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
#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)
#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
#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
#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
#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
What if nothing works?
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
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