2. Defying Newton

3. What is a declining brand? A brand which has over a period of time been losing both market share and mind share amongst its target consumers

4. Top 10 Reasons for Declining of Brands

5. Cause #1 Decline in quality –Cost-cutting (Maruti 800) –Increasing volumes (IIMs) –Relaxation in QC Measures (Café Coffee Day) –Perceptual Decline: Price, Channel, Sensorials, Advertising, Packaging

6. Cause #2 Resistance to Change –Product Oriented (Robin Blue) –Need Oriented (Nirma Detergent) –Consumer Oriented (Dabur Chavanprash) Why resistance? –Investment –Product Orientation –Tried & Tested –Complacency

7. Cause #3 Single Product (Ambassador) –No portfolio –No extensions Problem? –Visibility –Stature –Decline in segment –Decline in product

8. Cause #4 Excessive Pricing (Daewoo Cielo) –Premium pricing –High margins –Entry of Competition –Feeling of being cheated –Private Labels

9. Cause #5 Wrong extensions (ICFAI Learning Centers) –Bad products –Crowded categories –Lower image products / segments

10. Cause #6 Communication (Kelvinator) –Low levels of communication –Wrong message –Low impact –Brand Ambassador –Production values

11. Cause #7 Channel management (CrossWord) –Attitude of Sales Team –Margins –No push –Emergence of alternate channel

12. Cause #8 Ageing (HMT Watches) –Old age –No makeover (Product / Communication) –Perceived as ‘Not for me’

13. Cause #9 Lack of differentiation (Acer Computers) –Cluttered market –No USP –No competitive advantage –‘Me Too’ Branding

14. Cause #10 Tough Consumer –Less emotional –Lowering levels of loyalty –Flirtatious attitude –More knowledge driven –Connected via media

15. Exercise: Failed Indian Brands Weikfield Jelly Maruti Zen Estillo Yamaha RX-100 Roohafza Margo Soap Kinetic Scooter Fiat Moti Soap Savlon Milkfood