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