1. brands die
1 year ago
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• petienne, Product Manager at Red Dog, 1 year ago
Interesting cases (although I didn’t get all of the latest)
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brands die - Presentation Transcript
1.
2.
o Price
o Poor marketing strategy
o Wrong positioning
o Product Life Cycle
o Poor Product
o Brand replacement
o Merger & Aquisation
3.
o Candy is the 14 inch Color TV launched in 1999 with much hype.

2. o Candy was truly a Color TV, in the market where all TVs were either
black or grey
o Candy came with four color variants
o TV had a wireless headsets which would ensure privacy to the audience.
o Attractive colors on the cabinet and the cordless headset act as a
differentiator
4.
o This unique brand is a classic case of entire marketing mix gone awfully
wrong.
o A good idea killed by poor marketing strategy.
o The brand was priced well above the existing 14 inch televisions.
o Price was obviously the villain
o Candy was struggling to find the right positioning
5.
o This brand was launched with much hype in 2001.
o Versa was the first luxury Multi Purpose Vehicle from Maruti 's stable.
o Maruti roped in the Big B and the small B ( Amitabh and Abhishek
Bachchan) to endorse the brand.
o The brand was positioned as " Two luxury cars for the price of
one" . The ads talked about twin A/C, comfort and space.
6.
o The basic issue was the price.
o Versa was launched with a price of Rs 5.15 lakh for the base model and
the top end model costs around Rs 6 lakh.
o The ' mini bus ' shape of the car also was a put off for many customers
o Lack of Luxury
7.
o In April 2004, Coca Cola India (Coke) had launched Vanilla Coke, Coke's
first flavor extension in India.
o The concept of ice-cream floats in cola was quite common in urban
restaurants in India.
o Vanilla Coke targeted urban youth and young adults (12 to 29 age group)
in the high and middle income groups.
o It carried the tag line Ice Creamy Thanda.
8.
o Vanilla Coke failed to excite the Indian palate
o 'Irrelevant' advertising was cited as one of the reasons for Vanilla Coke's
failure
o Wrong positioning & mismatch of target group and communication.
o Consumers also did not like the taste of Vanilla Coke.
o Commercial itself was out of context and had no connection with Coke as
a brand.
9.
o Fair & Lovely Sunblock Cream was launched on April 2006
o Targeted towards womens aged between 18 to 35
o Protection from harmful UV rays

3. o It was a product extention of Fair & Lovely
10.
o Lakme
o Colour
o Fairever
o Price
o Fair