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