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brands die


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brands die

  1. 2. <ul><li>Price </li></ul><ul><li>Poor marketing strategy </li></ul><ul><li>Wrong positioning </li></ul><ul><li>Product Life Cycle </li></ul><ul><li>Poor Product </li></ul><ul><li>Brand replacement </li></ul><ul><li>Merger & Aquisation </li></ul>
  2. 3. <ul><li>Candy is the 14 inch Color TV launched in 1999 with much hype. </li></ul><ul><li>Candy was truly a Color TV, in the market where all TVs were either black or grey </li></ul><ul><li>Candy came with four color variants </li></ul><ul><li>TV had a wireless headsets which would ensure privacy to the audience. </li></ul><ul><li>Attractive colors on the cabinet and the cordless headset act as a differentiator </li></ul>
  3. 4. <ul><li>This unique brand is a classic case of entire marketing mix gone awfully wrong. </li></ul><ul><li>A good idea killed by poor marketing strategy. </li></ul><ul><li>The brand was priced well above the existing 14 inch televisions. </li></ul><ul><li>Price was obviously the villain </li></ul><ul><li>Candy was struggling to find the right positioning </li></ul>
  4. 5. <ul><li>This brand was launched with much hype in 2001. </li></ul><ul><li>Versa was the first luxury Multi Purpose Vehicle from Maruti 's stable. </li></ul><ul><li>Maruti roped in the Big B and the small B ( Amitabh and Abhishek Bachchan) to endorse the brand. </li></ul><ul><li>The brand was positioned as &quot; Two luxury cars for the price of one&quot; . The ads talked about twin A/C, comfort and space. </li></ul>
  5. 6. <ul><li>The basic issue was the price. </li></ul><ul><li>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. </li></ul><ul><li>The ' mini bus ' shape of the car also was a put off for many customers </li></ul><ul><li>Lack of Luxury </li></ul>
  6. 7. <ul><li>In April 2004, Coca Cola India (Coke) had launched Vanilla Coke, Coke's first flavor extension in India. </li></ul><ul><li>The concept of ice-cream floats in cola was quite common in urban restaurants in India. </li></ul><ul><li>Vanilla Coke targeted urban youth and young adults (12 to 29 age group) in the high and middle income groups. </li></ul><ul><li>It carried the tag line Ice Creamy Thanda. </li></ul>
  7. 8. <ul><li>Vanilla Coke failed to excite the Indian palate </li></ul><ul><li>'Irrelevant' advertising was cited as one of the reasons for Vanilla Coke's failure </li></ul><ul><li>Wrong positioning & mismatch of target group and communication. </li></ul><ul><li>Consumers also did not like the taste of Vanilla Coke. </li></ul><ul><li>Commercial itself was out of context and had no connection with Coke as a brand. </li></ul>
  8. 9. <ul><li>Fair & Lovely Sunblock Cream was launched on April 2006 </li></ul><ul><li>Targeted towards womens aged between 18 to 35 </li></ul><ul><li>Protection from harmful UV rays </li></ul><ul><li>It was a product extention of Fair & Lovely </li></ul>
  9. 10. <ul><li>Lakme </li></ul><ul><li>Colour </li></ul><ul><li>Fairever </li></ul><ul><li>Price </li></ul><ul><li>Fair </li></ul>