marketing repositioning of brands in the indian market which were on the decline stage for the purpose of extending their life cycle

1. BRANDS IN THE INDIAN MARKET WHICH WERE
REPOSITIONED TO EXTEND THEIR PRODUCT LIFE CYCLE
SUBMITTED BY : JINO GEORGE
S2 MBA(2021-23)
MAR ATHANASIOS COLLEGE FOR
ADVANCED STUDIES (MACFAST)
KERALA, INDIA
www.macfast.org

2. SELECT THREE BRANDS FROM INDIAN MARKET WHICH
ENTERED INTO DECLINE STAGE AND THEN WERE
REPOSITIONED IN THE MARKET FOR EXTENDING
THEIR PRODUCT LIFE CYCLE.

3. PRODUCT LIFE CYCLE
A product life cycle is the length of time from a
product first being introduced to consumers until it
is removed from the market. A product’s life cycle is
usually broken down into four stages; introduction,
growth, maturity, and decline.

5. POSITIONING
A brand positioning statement is a description of your
target market that also includes a holistic picture of how
you’d like your brand to be perceived by customers

6. COMMON ERRORS IN POSITIONING
ARE
•Over Positioning: When a brand differentiates itself to the
extent that its products only appeal to a section of the
the over emphasis of certain aspects of the product.
•Under Positioning: When a brand has failed to
communicate a compelling position due to which
about the key benefits of their brand.

7. •Double Positioning: When customers do not believe or
accept the claims of the brand.
•Confused Positioning: When a brand’s positioning efforts
result in their customers having a confused image of the
products.

8. WHAT IS MARKET REPOSITIONING?
Market repositioning is when a company changes its
existing brand or product status in the marketplace.
Repositioning is usually done due to declining
performance or major shifts in the environment.

9. EXAMPLES OF INDIAN BRANDS RE-
POSITIONING FOR EXTENDING
PRODUCT LIFE CYCLE
1. Hero Honda changed to Hero
Honda and Hero separated ways in 2011. Hero Moto Corp decided to
go for a complete overhaul in the positioning with a change in their logo
and slogan. They also roped in A.R. Rahman to compose the song for
the ad, 'Hum Mein Hai Hero' which was launched on August 15,
2011. The black color in the new logo stands for solidity and
premiumness while the Red gives a feeling of energy, passion, and
confidence. The campaign was also followed digitally resulting in it
going viral.

10. 2. Hutch-Vodafone
Vodafone was greeted in India with Hutch Is Now Vodafone campaign in
2007 after it acquired Hutchinson. Vodafone went in for an overnight
transformation of the brand by targeting all points of purchase. From
customer care centres to sim card packets and sales executives, everything
was turned into red, overnight! To advertise the same, they tied up with Star
India by playing Hutch is now Vodafone ads during every commercial break
on Star Plus for 24 hours. This ensured maximum recall among the
audience.

11. 3. Airtel
Airtel happens to be a brand that has changed its logo quite a number of
times. And it also changed its image from being the network that connects
people to the brand that has a lot of offers for the smartphone-obsessed
youth. Time to time, Airtel has always tried to position itself as the friendly
brand and might we say, been pretty successful at it. We all remember
the Har Ek Friend Zaroori Hota Hai campaign, don't we?