The Curious Case Of Bland Brands A 360 Degree Study of Brand Highs and Lows
Ahem…well…what is a  Brand?.
A Brand is an I.D.E.A
A Brand can  INTRIGUE! Brand Value: USD 12 Billion Brand Value: USD 100 Billion
A Brand can  DISAPPOINT!
A Brand can  EXCITE!
A Brand can  AROUSE!
Do Brands Die?
Or -  are   They KILLED?
Let’s look at some cases and learn…!
Greatest Brand Revival in the  past Decade? #1
 
Brand History!  <ul><li>70s superstar </li></ul><ul><li>Titled ‘Angry Young Man’ </li></ul><ul><li>String of hits in Zanje...
Downfall Period  <ul><li>Early 80s </li></ul><ul><li>Joins politics and wins Ahemadabad seat </li></ul><ul><li>Dragged int...
Revival Efforts - I <ul><li>Early 90s with a few  </li></ul><ul><li>movies such as  Hum  and  </li></ul><ul><li>Shehanshah...
Revival Efforts - II <ul><li>Forms  ABCL as a premium Bollywood  </li></ul><ul><li>product and service company with the ai...
Another Filmi Effort! <ul><li>Does Movies such as  Bade Miyan Chote Miyan ,  Sooryavansahm ,  Lal Badshah, Hindustan Ki Ka...
Failed Businessman & Actor
  The Resurgence
<ul><li>Immediate Hit with Public </li></ul><ul><li>Revives ABs iconic status </li></ul><ul><li>Charms the Indian audience...
Why KBC Worked For Brand AB?  <ul><li>Connected with the masses at the grassroot level </li></ul><ul><li>Giving us an hour...
The After effects  <ul><li>Triggered a successful period in Bollywood with a slew of successful films  </li></ul><ul><li>E...
The Legend Lives on… Big Boss 3 – Rs. 2.25 Cr/Episode
# 2  Can a 115-yeard old indigenous brand be revived?
When it is a pain relief balm in the age of quick-relief capsules???
… Because Traditional Pain Relievers sell…
Brand History <ul><li>A patented balm for soothing headaches, cold, and sprains, incepted in 1883  </li></ul><ul><li>Publi...
Brand Boom Period  1970s – 1980s With the advent of TVCs
<ul><li>Brand Went Bust  </li></ul><ul><li>  Late 80s – 90s </li></ul>
Why Amrutanjan Lost its Appeal? <ul><li>Lost its position as a one stop shop for aches to rivals  Dabur  and  Zandu-hari-b...
Brand Revival Strategy  <ul><li>Creates a  ‘Be Ready’ Campaign  to position Amrutanjan beyond the balm – created by Mudra ...
Will the Brand Revive? <ul><li>Sell USPs </li></ul><ul><li>Get Contemporary </li></ul><ul><li>Go Pan India </li></ul><ul><...
Does AR Rahman Mean Sure Success? #3
So thought Worldspace…
Why Worldspace did not get space? <ul><li>Lack of consumer insight  : Indian consumer not ready for ‘Paid Radio’; entire s...
Stats Speak <ul><li>Wall Street Journal: Worldspace is probably the most rancid stock  </li></ul><ul><li>Worldspace’s reve...
Countering Losses <ul><li>Increasing the user base through invasive promotion including the tier 3 cities of India.  </li>...
One of the Word’s Largest Skin Care Company Rs. 90 million spent in a quarter  30 years of presence in the Indian Market  ...
Market Share: 16.9%
Brand?
 
Brand Overview <ul><li>30  year presence in the Rs. 1300 Cr Indian skin care market  </li></ul><ul><li>Popularly positione...
Brand Revival…
<ul><li>Failure occurred due to non-aggressive brand marketing  </li></ul><ul><li>Nivea India looking at allocating 50% of...
#5 Is Mercedes Breathing its last in India?
The Great German Race
Sales Comparison   2008  1606 Till June 2009  270 79  January 2009 2908  3625 2008  BMW Mercedes Month/Year
BMW… the Opportunists
Youthful charm and fresher look Retains old world – typically positioned for  CEOs and Industrialists  Six product offerin...
Agency take…. Factors that Affect Brand Success
Ecosystem Product Competition  Innovation Positioning
Wow!…now I know …
Presented by www.markigence.com
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Bland Brands: Getting the flavor back

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Presentation given at SRCC Annual Marketing Summit 2009

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Bland Brands: Getting the flavor back

  1. 1. The Curious Case Of Bland Brands A 360 Degree Study of Brand Highs and Lows
  2. 2. Ahem…well…what is a Brand?.
  3. 3. A Brand is an I.D.E.A
  4. 4. A Brand can INTRIGUE! Brand Value: USD 12 Billion Brand Value: USD 100 Billion
  5. 5. A Brand can DISAPPOINT!
  6. 6. A Brand can EXCITE!
  7. 7. A Brand can AROUSE!
  8. 8. Do Brands Die?
  9. 9. Or - are They KILLED?
  10. 10. Let’s look at some cases and learn…!
  11. 11. Greatest Brand Revival in the past Decade? #1
  12. 13. Brand History! <ul><li>70s superstar </li></ul><ul><li>Titled ‘Angry Young Man’ </li></ul><ul><li>String of hits in Zanjeer, Sholay, Yashraj films; most bankable Bollywood hero </li></ul><ul><li>Nominated for several Filmfare Awards </li></ul>
  13. 14. Downfall Period <ul><li>Early 80s </li></ul><ul><li>Joins politics and wins Ahemadabad seat </li></ul><ul><li>Dragged into Bofors case </li></ul><ul><li>Manages to vindicate but quits politics forever realizing that it is not his forte </li></ul><ul><li>Sweet-turned-sour friendship with Rajiv Gandhi </li></ul>
  14. 15. Revival Efforts - I <ul><li>Early 90s with a few </li></ul><ul><li>movies such as Hum and </li></ul><ul><li>Shehanshah </li></ul><ul><li>Fails to make Box Office </li></ul><ul><li>impact </li></ul>
  15. 16. Revival Efforts - II <ul><li>Forms ABCL as a premium Bollywood </li></ul><ul><li>product and service company with the aim of achieving USD 250 M Turnover by 2000 </li></ul><ul><li>Produces a string of flops </li></ul><ul><li>Financial and operation collapse in 1997 after losing USD 2 million in organizing Miss World Bangalore </li></ul><ul><li>ABCL Shuts Down </li></ul>
  16. 17. Another Filmi Effort! <ul><li>Does Movies such as Bade Miyan Chote Miyan , Sooryavansahm , Lal Badshah, Hindustan Ki Kasam in Late 90s </li></ul><ul><li>All box office failures </li></ul>
  17. 18. Failed Businessman & Actor
  18. 19. The Resurgence
  19. 20. <ul><li>Immediate Hit with Public </li></ul><ul><li>Revives ABs iconic status </li></ul><ul><li>Charms the Indian audience </li></ul><ul><li>KBC is MEGA SUCCESS </li></ul>
  20. 21. Why KBC Worked For Brand AB? <ul><li>Connected with the masses at the grassroot level </li></ul><ul><li>Giving us an hour of his every day </li></ul><ul><li>Becoming accessible; a part of the commoner’s life </li></ul><ul><li>Displaying humility; showed respect </li></ul><ul><li>Great platform; going beyond TVC, films, print and radio adverts Becoming tangible </li></ul>
  21. 22. The After effects <ul><li>Triggered a successful period in Bollywood with a slew of successful films </li></ul><ul><li>Endorsement Deals </li></ul><ul><li>Brand Ambassador for IIFA </li></ul><ul><li>One of the highest paid actors in Bollywood </li></ul><ul><li>Regular roles with top production houses </li></ul><ul><li>Revived his ‘superstar status’ </li></ul>
  22. 23. The Legend Lives on… Big Boss 3 – Rs. 2.25 Cr/Episode
  23. 24. # 2 Can a 115-yeard old indigenous brand be revived?
  24. 25. When it is a pain relief balm in the age of quick-relief capsules???
  25. 26. … Because Traditional Pain Relievers sell…
  26. 27. Brand History <ul><li>A patented balm for soothing headaches, cold, and sprains, incepted in 1883 </li></ul><ul><li>Public Ltd in 1936 </li></ul><ul><li>Present in 12 countries </li></ul><ul><li>The balm alone accounts for 80% of Amrutanjan’s revenues </li></ul>
  27. 28. Brand Boom Period 1970s – 1980s With the advent of TVCs
  28. 29. <ul><li>Brand Went Bust </li></ul><ul><li> Late 80s – 90s </li></ul>
  29. 30. Why Amrutanjan Lost its Appeal? <ul><li>Lost its position as a one stop shop for aches to rivals Dabur and Zandu-hari-balm (both went big budget advertising) </li></ul><ul><li>Predominantly ‘South Indian Brand’ - failed to capitalize on advertising and target pan-India consumers </li></ul><ul><li>Confused Branding: Started Call Center and Software company by the same brand name </li></ul>
  30. 31. Brand Revival Strategy <ul><li>Creates a ‘Be Ready’ Campaign to position Amrutanjan beyond the balm – created by Mudra </li></ul><ul><li>Renewed Packaging – A refreshing change from the old-fashioned visual </li></ul><ul><li>. </li></ul><ul><li>Looking at tapping the European and American markets </li></ul><ul><li>. </li></ul><ul><li>Allocated a budget of almost Rs 12 Crore for brand building and revamping their product portfolio. (data source : Hindu Business Line, 2007) </li></ul><ul><li>Ad spend has gone up 65% from last year for aggressive marketing. (The Financial Express Aug, 2009) </li></ul>
  31. 32. Will the Brand Revive? <ul><li>Sell USPs </li></ul><ul><li>Get Contemporary </li></ul><ul><li>Go Pan India </li></ul><ul><li>Go Visually Appealing </li></ul>
  32. 33. Does AR Rahman Mean Sure Success? #3
  33. 34. So thought Worldspace…
  34. 35. Why Worldspace did not get space? <ul><li>Lack of consumer insight : Indian consumer not ready for ‘Paid Radio’; entire set costs Rs. 2000/- </li></ul><ul><li>Failed to adhere to the 4 Ps of Marketing - place, product, price and promotion </li></ul><ul><li>Exorbitant pricing for receiver- detracts Indian Buyer </li></ul><ul><li>Resurgence of FM Radio ate most of the Ad Spends </li></ul><ul><li>TG: Upper end of the society </li></ul><ul><li>Doesn’t work in car </li></ul>
  35. 36. Stats Speak <ul><li>Wall Street Journal: Worldspace is probably the most rancid stock </li></ul><ul><li>Worldspace’s revenues in quarter to June 30 – USD 3.2 M </li></ul><ul><li>Worldspace Expenses – USD 12 M </li></ul><ul><li>Worldspace Loss Over past 4 quarters – USD 155.7 M </li></ul>
  36. 37. Countering Losses <ul><li>Increasing the user base through invasive promotion including the tier 3 cities of India. </li></ul><ul><li>Reducing the cost of subscription and the instrument </li></ul><ul><li>Collaboration with media partners and tv channels along with big electronic houses </li></ul><ul><li>Targeting the rural section by offering reduced subscription fees </li></ul>
  37. 38. One of the Word’s Largest Skin Care Company Rs. 90 million spent in a quarter 30 years of presence in the Indian Market # 4 Ranked 98 th in World’s Top 100 Brands
  38. 39. Market Share: 16.9%
  39. 40. Brand?
  40. 42. Brand Overview <ul><li>30 year presence in the Rs. 1300 Cr Indian skin care market </li></ul><ul><li>Popularly positioned in India only as a skin cream </li></ul><ul><li>Market share of 19% in the Rs 108 crore skin cream market. </li></ul>
  41. 43. Brand Revival…
  42. 44. <ul><li>Failure occurred due to non-aggressive brand marketing </li></ul><ul><li>Nivea India looking at allocating 50% of net sales for ad and marketing activities in 2009 </li></ul><ul><li>Ad spend budget raised to Rs. 250 Crore </li></ul><ul><li>Launching a new range of products </li></ul>
  43. 45. #5 Is Mercedes Breathing its last in India?
  44. 46. The Great German Race
  45. 47. Sales Comparison 2008 1606 Till June 2009 270 79 January 2009 2908 3625 2008 BMW Mercedes Month/Year
  46. 48. BMW… the Opportunists
  47. 49. Youthful charm and fresher look Retains old world – typically positioned for CEOs and Industrialists Six product offerings in the same phase Stuck in 2 important offerings E and M Class Recognized Mercedes’ lack in product portfolio; launched 5 and 6 series Misread the economy during recession ; hence lack of product BMW Mercedes
  48. 50. Agency take…. Factors that Affect Brand Success
  49. 51. Ecosystem Product Competition Innovation Positioning
  50. 52. Wow!…now I know …
  51. 53. Presented by www.markigence.com

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