1. ibii Consulting

2. PENURUNAN MEREK MENGAPA MEREK MENURUN ??

3. ibii Consulting Declining …… Pressures to compete on price Proliferation of competitors Fragmenting markets and media Complex Brand Strategies &Relationship Bias toward changing strategies Bias against innovation Pressure to invest elsewhere Short term pressures

4. ibii Consulting

5. BRAND REVITALIZATION 3. Entering New Markets 4. Repositioning the brand 5.Augmenting the product/service 6. Obsoleting existing products 7. Extending the brand 1.Increasing usage 2.Finding new uses

6. ibii Consulting MILKEXIT VS.

7. ibii Consulting Keputusan investasi dlm industri yg menurun : Beberapa pertanyaan stratejik Market Prospects 1.Is the rate of decline orderly & predictable ? 2.Are there pockets of enduring demand ? 3.What are the reasons for the decline – is it temporary ? Might it be reserved ? Competitive Intensity 4.Are there dominant competitors with unique skills or assets ? 5.Are there many competitors unwilling to exit ? 6.Are customers brand loyal ? Is there product differentiation ? 7.Are there price pressures ?

8. ibii Consulting Brand Strength & Organizational Capabilities 8.Is the brand strong? Does it enjoy high recognition & positive, meaningful associations? 9.What is the market share position & trend? 10.Does the business have some key competitive SCAs with respect to key segments? 11.Can the business manage a milking strategy? 12.Is there synergy with other businesses? 13.Does the brand fit with the current firm’s strategic thrust? 14.What are the exit barriers?