Creating a large surge in sales for a product
through intense marketing effort.
It Involves adding value to an existing brand by
improving product attributes and enhancing its
• Less Risk
Rejuvenation strategies are safer than product development,
where the odds for success are low. Product development
involves risk because of capital shortages, short product life
cycles, keen competition, and many other potential pitfalls. To
companies with lower risk propensities, the cost involved in
rejuvenation is apparently more attractive than the uncertainty
inherent in entering new, unfamiliar, and possibly highly
competitive growth markets.
Rejuvenation strategies reduce various types of costs.
Promotional costs are reduced because of prior
customer familiarity. Product development costs
become nonexistent, or nearly so. Fewer expenditures
are required to obtain the cooperation of trade channel
members. Production and technology costs are cut by
capitalizing on past experience with suppliers of
equipment, raw materials, and component parts. Prior
marketing and distribution experience minimizes time,
which translates into lower costs. New products are
created from old products at a fraction of the cost
incurred in developing new ones from scratch.
Rejuvenation strategies also cut time in many
ways. Up front product development is not required.
Few product alterations are necessary to reintroduce
the product. Time is further compressed because
companies capitalize on prior manufacturing knowhow and on past experience with marketers,
distributors, and suppliers of equipment, raw
materials, and component parts. Less time
translates into lower costs and higher profitability,
which in turn enables firms to invest elsewhere.
Cheaper Market Share
• Rejuvenating a product is a cheaper way to gain
market share than marketing new products that must
crash consumers' recognition barriers. For abandoned
or declining products, markets exist that are waiting to
be served. Compared to new products, for which heavy
advertising is needed to build awareness, abandoned
and declining products
• Higher Profits
Abandoned and declining products may be very
profitable when handled correctly. Low-growth,
small-share businesses (or products) seem to
generate more funds than typical startups. They
follow narrow product lines, avoid price competition
with leaders, and stress product quality. Efficiency,
brand recognition, superior product quality, and a
precise focus translate into high performance.
Rejuvenated businesses can focus their endeavors
in many ways--customer type, geography, product
characteristics, and so on.
• It aims at revival of brand
• Even healthy, successful brands may
need occasional rejuvenation.
• It helps keeps the brand live and in focus.
STEPS IN REJUVENATION
1. Determine the reasons for the product's abandonment
2. Examine whether the forces in the macro environment
support a rejuvenation strategy.
3. Examine what the product name communicates to
4. Explore whether there is a potential segment to be
reached, as well as competitors' strengths and
weaknesses in that potential segment.
5. Examine the possibilities of creating value for
• MicroSoft Vista
In 2007, when Microsoft launched Windows Vista, the media
and the public had high expectations. So did the company,
which allotted $500 million for marketing and predicted that
50% of users would run the premium edition within two years.
But the software had so many compatibility and performance
problems that even Microsoft’s most loyal customers revolted.
Vista flopped, and Apple lampooned it in an ad campaign (“I’m
a Mac”), causing many consumers to believe that Vista had
even more problems than it did.
• Kitchen Entrees by Colgate
Colgate launched a line of frozen dinners.
Consumers can eat a Colgate meal, then brush
their teeth with Colgate Tooth paste,
Unfortunately for them , the thought of
toothpaste failed to the consumers appetite for
a chicken stir-fry. The product was a complete
bust, and was pulled from the shelves shortly
• Crystal Pepsi
It’s a new cola as a clear liquid. Which was not
helped by the fact that crystal didn’t taste like
cola at all . In fact, no one really knew what it
tasted like- just that it was not good. But pepsi
didnt give up completely on its quest for purity.
Shortly after the clear cola fiasco, the company
decide to get in on another, more widely
accepetd clear liquid ,market :bottled water.
That went much better for them.
Wrong Assumption On Market
Lack Of Consumer Coordination
Wrong Marketing Policies
Lack Of Effective Rejuvenation Strategies
• Windows 7
Windows 7 is the successful version of
MicroSoft system softwares. This is altered and
modified from the Failure version of Windows
Vista. The main Attraction is , the product have
many versions like Premium, Professional,
Home basic. An very other attraction is it’s very
user-friendly and also it will run on Low
processors and RAM Machines.
• Google Plus
Google Plus is a successful product from
Google Inc. Everyone knows Google Buzz is a
Failed Social Networking site from Google Inc.
Google Buzz didn’t find a good platform from
Social Networking area because of the grand
acceptance of Facebook and Twitter. Google + is
launched by 2011 as it is now a very much
successful Social Site. Sharing ,GIF Image
Uploads, Direct Webcam, YouTube Direct
comment etc are the great features of it.
Keys To Success
• Discover Details of your customers unmet
• Develop Hypotheses
• Build a prototype solution.
• Test with customers
• Analyze Variance
• Pick strategy
• The current scenario shows the product
Rejuvenation is a process of retaining the
customer attraction and also keeping the
customer close to the business.
• Many product failed because of the wrong
rejuvenation strategies and fail in marketing