1) The case study discusses a family owned wine estate in Bordeaux, France called Chateau de Vallois that is facing a dilemma around a proposal from the owner's granddaughter, Clare, to produce an affordable luxury wine that could be sold directly to consumers.
2) The CEO and estate manager oppose the idea due to concerns about damaging the brand reputation, increased operating expenses, and losing distributor relationships. Clare believes the new wine could attract younger customers and expand the brand.
3) The case examines the positives and negatives of brand extensions, providing examples from companies like Nestle, BPCL, Hindustan Lever Limited, and Coca-Cola. It discusses both successful and unsuccessful extensions undertaken by these brands
What could be the problematics for Louis Vuitton in the upcoming years with their current strategy.
Based on their history and latest work what does it say about Vuitton true core values.
Marketing Strategy Analysis - Chateau Margaux vinery.
This Analysis introduces a new value proposition for the French Vinery firm. Suggesting some concrete actions that the company could take in order to expand its business without losing its core values.
A 2015 case study about Louis Vuitton concerning: brand extension, decrease of visible logo, developments in China, ... by Frederic Derbaudrenghien, and useful inside his company www.kngasia.com's brand management department. Made for MBA sources at UIBE, IFCM, Sorbonne Paris 1 university.
This presentation explained the competitive advantages between various Wine making countries. Our group conducted SWOT, Porters 5 forces on the industry, and also recommendations for each country's goal.
A presentation on the case study - Louis Vuitton. This was created by Pearl Gupta, PEC University of Technology during the course of a marketing internship under Prof. Sameer Mathur.
What could be the problematics for Louis Vuitton in the upcoming years with their current strategy.
Based on their history and latest work what does it say about Vuitton true core values.
Marketing Strategy Analysis - Chateau Margaux vinery.
This Analysis introduces a new value proposition for the French Vinery firm. Suggesting some concrete actions that the company could take in order to expand its business without losing its core values.
A 2015 case study about Louis Vuitton concerning: brand extension, decrease of visible logo, developments in China, ... by Frederic Derbaudrenghien, and useful inside his company www.kngasia.com's brand management department. Made for MBA sources at UIBE, IFCM, Sorbonne Paris 1 university.
This presentation explained the competitive advantages between various Wine making countries. Our group conducted SWOT, Porters 5 forces on the industry, and also recommendations for each country's goal.
A presentation on the case study - Louis Vuitton. This was created by Pearl Gupta, PEC University of Technology during the course of a marketing internship under Prof. Sameer Mathur.
Walton’s strategic is to become a global leader in Electrical and Electronic appliances. Walton
always try to make the best possible products. Moreover, it does not promise any specific quality
standards in service. Walton now try to give service all side in our country. Walton tries hard to
offer the best service quality, though, the quality, consistency and accessibility of service is not
guaranteed as the same are dependent on various technical, physical, topographical, distinctive,
environment, regulatory, legal, and such other factors. Walton has the right to change, vary or
reduce the extra charges, prices, validity period, product/service feature and any other offers
etc. at any time in its sole carefulness for any reason subject to official notification of such offers
prior to giving effect to such changes.
Brand Management 260
Chapter 13
MANAGING BRANDS OVER TIME
“Products have limited life cycles, but brands -- if managed well -- last forever.”
Jean-Marie Dru, Author of “Disruption”
Managing Brands Over Time
Effective brand management requires taking a long-term view of marketing decisions.
Any action that a firm takes as part of its marketing program has the potential to change consumer knowledge about a brand.
These changes in consumer brand knowledge from current marketing activity also will have an indirect effect on the success of future marketing activities.
Today’s Agenda
Reinforcing Brands
Revitalizing Brands
Reinforcing Brands
Reinforcing Brands
Generally, we reinforce brand equity by marketing actions that consistently convey the meaning of the brand to consumers in terms of Brand Awareness and Brand Image.
Consumer response to past marketing activity
Consumer response to future marketing activity
Consumer response to current marketing activity
Brand awareness and brand image
Changed brand awareness and brand image
Questions to the Marketers
The Brand Meaning
Brand Awareness
What products does the brand represent?
What benefits does it supply?
What needs does it satisfy?
Brand Image
How does the brand make products superior?
What strong, favorable & unique brand associations exist in the customers’ minds?
1. Brand Awareness
What products does the brand represent, what benefit does it supply, and what needs does it satisfy?
Kellogg’s Nutri-Grain has expanded from cereals into granola bars and other products, cementing its reputation as “makers of healthy breakfast and snack foods.”
91
2. Brand Image
How does the brand make those products superior?
What strong, favorable, and unique brand associations exist in the minds of consumers?
Through product development, Apple Computer (now Apple Inc.) has transformed from a computers manufacturer to a stylish consumer electronics brand, reinforcing its brand association as “Tools for creative minds”
Market Leaders & Failures
From the perspective of maintaining consumer loyalty, inadequate marketing support is a dangerous strategy when combined with price increases.
Brands such as Budweiser, Coca-Cola, Hershey, and Marlboro have been remarkably consistent in their strategies once they achieved a preeminent market leadership position.
Consistency & Change
Consistent marketing support in amount and nature.
Tactical shifts and changes to maintain the strategic thrust and direction of the brand.
Despite tactical changes, certain key elements of the marketing program are always retained..
Keep certain key creative elements in marketing communication to create Advertising Equity
Retro-branding or retro-advertising have enduring ...
Slides on making the most of a polarizing brand, based on a Harvard Business Review Article By Xueming Luo, Michael Wiles, and Sascha Raithel, by Dhananjay Goel.
Hbr article - creative that cracks codeSameer Mathur
These are based upon an HBR Article: creative that cracks code
made by Nandini Gupta as a marketing internship done under the guidance of Prof. Sameer Mathur
These slides were created by Maulshri Pathak from UIT RGPV as part of an internship done under the guidance of Prof. Sameer Mathur (www.IIMInternship.com
A brand is forever ! A framework for revitalizing declining and dead brands.Sameer Mathur
This presentation is based on the case study of harvard business review on the case "A brand is forever ! A framework for revitalizing declining and dead brands."
A brand is forever- Havard Business CaseSameer Mathur
The prsentation is based on Havard Business Case " A brand is forever" which highlights examples of brand decline, investigates leading causes of brand decline, identify signs that are precursors to impending decline, suggests guidelines to revitalize dead or declining brands.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
2. An Overview of the case
Chateau de vallois , is a family owned wine producing estate in the Bordeaux region
of france . It has a long term track record in quality and reputation . Gaspard de
Sauveterre , owner of the company , comes in dilemma by the proposal of her grand
daughter ,Clare de Valhubert. She wanted the company to enter the “ affordable
luxury “ market by producing a new wine which could be sold directly to the
consumers .The CEO & the Estate Manager of the company were traditionalists by
thoughts and thus didn’t support her idea because they feared about :
• Loss of Brand reputation and degradation of Brand equity by bringing out another
wine .
•Production of the new wine would cost them much operating expenses .
•Loss of contracts/relationships with the distributors .
Moreover they did not have more grapes to produce a third wine , so they would need
to grow them some where else or buy them . But Clare was all looking at the positive
side and believed that with this wine they could attract the Younger people to drink
their wine and thus expand the brand reach .
These conflicting thoughts puts the owner Gaspard in dilemma .
3. Thus the case represents two sides of
Brand Extension
4. POSITIVE SIDE OF BRAND EXTENSIONS
1) Leveraging Brand Equity /Value by introducing
logical & complimentary new product categories
2) Product innovation to surpass Consumer
expectations
3)Increases awareness of the Brand name .
4)Increases profitability from offerings in more than
one product category
5)A great way to create a BUZZ among people
5. NEGATIVE SIDE OF BRAND EXTENSIONS
1) Can Confuse or frustrate consumers
2) Can encounter resistance from retailers .
3) Can increase too much operational expenses .
4)Can succeed but cannibalize sales of parent brand
or as mentioned in the case ‘eat up’ the parent
brand .
6. Some examples of Brand Extensions
from Indian origin
Here we will present small case studies on the following
Indian companies & their brands :
NESTLE MAGGI
BPCL SPEED
HLL
RECKITT BENCKISER DETTOL
COCA COLA COCA-COLA
7. 1
Maggi is an over 100 years old Nestle brand of instant soups ,
stocks , bouillons , ketchups , sauces, seasonings and instant
noodles .
Maggi comes to India : Maggi noodles was launched in
early 1980s.At that time there was no competition to the
brand . But , Maggi had to fight hard to be accepted by Indian
consumers with their hard-to-change eating habits .Thus , in
initial years , Nestle promotional activities for Maggi included
schemes offerings gifts in return for empty noodles pack
.Gradually sales promotions like these became a crutch for
Maggi noodles sales .Maggi associated itself with the
mainstream television program and advertised heavily on kids
programs and channels
MAGGI
8. MAGGI ‘s Brand
ExtensionIn order to stretch Maggi’s Brand to include Indian Ethnic foods , the company tied
up with a pune based “ chordia foods “ to launch pickels under the year 1995.The
company saw a lot of untapped potential in the market for ready to use south
Indian food .So the company tied up with a chennai based food company to
market popular south Indian food preparation .
In 1996, products from these two ventures received lukewarm response from the
market .Analysis showed that the reason for the failure was Nestle seemed to be
particularly bad at dealing with traditional product categories . Maggi noodled
performed badly in 1996 .Adding to the failures list was the failure of MAGGI
Tonight’s special , a range of cooking sauces aimed at providing ‘restaurant like
taste ‘ in the food cooked at home .
Maggi launched ‘ Maggi Macroni ‘ in July 1997 .According to the analysts, it was
launched partly to deal with the growing popularity of competing noodles brand
Top Ramen . The company expected to repeat the success of Maggi noodles &
Maggi Macaroni . Maggi Macaroni’s launch was baked by a multi-media
advertising campaign including radio, television, outdoors and print media with
the tagline ‘ Tum Roz Baby ‘. Due to failure , Nestle had to withdraw Maggi
Macaroni completely from the market .
9. MAGGI ‘s Brand
ExtensionNestle had not recovered completely from the Macaroni’s dismal performance
when it realized that Knorr had dethroned Maggi as a leader in the soup segment .
The only saving grace to Maggi were its ketchups and sauces which seemed as
‘rare successful extensions ‘ for Maggi . These products were supported by a
popular advertisement campaign for the Maggi hot & sweet sauce brand . The
humorous advertisements featuring actors Pankaj Kapoor & Javed Jafri used the
tagline ‘ Its different ‘. However during mid 1997 , HUL began advertising its Kissan
range of sauces exclusively . Nestle responded with a higher weight on advertising
and differential pricing . Maggi was able to hold on its own market share but the
operational expenses increased considerably .
10. Learning from Maggi’s case
1) Positive effect : Brand Extension has favored MAGGI to
move ahead of its competitors and increase its share in the
consumer market .
2) Positive effect : Brand Extension has favored MAGGI to
come up with more innovative solutions for its products and their
positioning .
3) Negative effect : Brand extension led to over-increased
operational expenses on the company and also affected the
relationship with the supply chain .
4) Negative effect : Due to excess focus on Brand extension, it
had to completely withdraw some of its products like Maggi
Macaroni from the market , due to the fear of Brand erosion due
to this failing category .
11. 2 SPEED
The launch of Speed-Bharat Petroleum Corporation Limited’s “ high-
performance petrol “ with multi functional additives that promised to improve
engine performance and fuel efficiency , and to reduce emission and
maintenance costs –in 2002 ushered in an era of value-added , branded fuels
in India .Prior to this , petrol was essentially a commodity product in India .
It was sold at a higher price than regular price . That it was sold through the
regular BPCL petrol pumps was heavily promoted during the launch phase .
The success of Speed prompted other public sector oil majors including the
Indian Oil Corporation & Hindustan Petroleum Corporation to launch their
own branded premium fuels . The demand for premium branded fuels has
been sustained by the growing population of modern cars . Although the
branded premium fuel segment has come of age in India , BPCL-the pioneer
in this segment –has maintained its brand reputation in this category .
12. Learning from Speed ’s case
•Its an example of Brand Extension by BPCL
•It was heavily promoted during the launch phase
which says that a successful Brand extension
requires heavy promotions to let the market
acknowledge the features/benefits of the product
.
• Success of a Brand extension induces
competition like the one induced by Speed
prompting other public sector oil majors .
13. 3
HINDUSTAN LEVER
LIMITED
In 2005, Hindustan Lever Limited (HLL), the Indian subsidiary of Unilever,
was the country's largest fast moving consumer goods (FMCG) company.
HLL's portfolio of brands included Lux, Lifebuoy, Liril, Surf, Ponds
Vaseline, Vim, Clinic All Clear and Axe. Most of these brands had been
market leaders for several years in their respective product categories. Over
the years, HLL had extended many of its popular brands with varying degree
of success. Some extensions like Clinic All Clear anti-dandruff shampoo to
hair oil category had been successful, while others like Ponds Toothpaste had
been a dismal failure. M S Banga , Chairman HLL explained: "I believe that
each extension must strengthen the core and the core must remain unchanged.
When the core of the equity is in one direction and the product extension is in
another and you graft the two, you are unlikely to succeed. The set of
peripheral or extended values can be changed over time.
14. In the early 2000s, as HLL struggled to generate growth, brand extension
became an important strategic option. HLL extended its popular brands into
the premium segment to increase its profits. By early 2003, HLL had
launched a number of brand extensions with varying degrees of success.
In 2003, in what seemed to be in response to intensifying competition in
several segments, HLL decided to strengthen its already overwhelming
presence in the talcum powder category where its brand, Ponds Dreamflower,
was already the market leader. HLL also extended Lifebuoy, Vaseline and
Fair& Lovely to Talc category.
15. Q1: Was HLL really able to
manage its Brand
extensions ?
Q2: What kind of view is
required to let the
company dare to extend
its lines despite the fear of
getting its core value
disrupted due to this ?
16. Answer to Q1 : Brand extension or brand stretching is
a marketing strategy in which a firm marketing a product
with a well-developed image uses the same brand name in a
different product category .
HLL believed in Brand extension in such a way that its core
value doesn’t get harmed and in fact, the extension should
strengthen the core .
Many of their product line and category extensions were
successful in the market ,earning advantage to the company’s
shares & position in the market .
While some other saw a dismal future like Ponds toothpaste
17. Answer to Q2 : There exists 2 kinds of views :
INNOVATIVE VIEW TRADITIONAL VIEW
#)Allowing the brand to extend its
line/categories by giving innovative
solutions and believing that it
would help the company to attain
greater market values .
#)Innovators are technology
enthusiasts ; they are venturesome
& enjoy tinkering with products &
mastering their intricacies. In return
for low prices, they are happy to
conduct alpha & beta testing and
report on early weaknesses.
#)Reluctant to take risks of
extending the brand due to fear of
damage of existing Brand equity .
#)Traditionalists are always
concerned about the increased
operational expenses , fear of
consumers’ aggression towards a
failed extension , extra load of
managing the supply chain and
other such problems which they
might face if they want to
successfully extend their brand .
18. CATEGORIZATION
THEORYLet me explain you
Researchers tend to use “categorization theory” as their fundamental
theory to explore the effects of brand extension. When consumers are
faced with thousands of products to choose amongst, they are not only
initially confused, but try to categorise by brand association or image given
their knowledge and previous experience. A consumer can judge or
evaluate the extension product with his or her category memory.
Consumers categorise new information into specific brand or product
class label and store it.This process is not only related to consumer’s
experience and knowledge, but also involvement and choice of brand.If
the brand association is highly related to extension, consumer can perceive
the fit among brand extension. Some studies suggest that consumer may
ignore or overcome the dissonance from extension i.e. perceived misfit
with parent brand is ignored, and does not cause dilution of parent's brand
equity
19. MANAGING BRAND
EXTENSIONS
Managing Brand Extension is all about
doing right moves at the right time . It
requires strategic & creative thinking of
the management team of the company .
It also requires the co-operation of the
distributors and retailers . And most
importantly , company needs to ensure
Consumer satisfaction .
20. DETTOL :MANAGING BRAND
EXTENSIONS
Dettol’s target market :
The target market for Dettol Soaps is all households
(primarily mothers) who can afford buying soap and
want to fulfill everyday need , that provides them and
their family 100% anti-bacterial solution –complete
protection from all germs/bacteria and cleanliness
from dirt/grim .
21. Why the Brand was not accepted
as strongly ?
Consumers are open to the idea of using Dettol soap
when they faced extreme dirt conditions . Hence, it
was felt that Dettol soap needs to be positioned for
occasions that are special , but not rare in everyday
life. These could be based on the exposure to dirt,
germs , pollution ,heat , sweat , etc .
22. FAILING BRAND EQUITY
If major product has certain core properties , then consumers
develop a certain expectation from its products as well.
Since consumers associate the brand Dettol so strongly with
its Antiseptic properties , its extension into the Skin care
segment has not been very well received .
Dettol Antiseptic liquid is also popular as a floor disinfectant
& for washing clothes, hence associating soap & body wash
with the same brand name discourages customers from using
these products .
23. DETTOL’S REPOSTIONING
“Dettol, a Power brand from the
portfolio of Reckitt Benckiser
has come up with new Dettol
Re-energize soap with the
freshness of orange and Dettol’s
trusted germ protection. The
unique formulation not only
protects you against germs but
also leaves you feeling healthy,
fresh and re-energized.”
24. Consumers are always looking for a unique aspect within their daily
regime, some special freshness that brings a special energy in
everyday life. Mr. Chander Mohan Sethi, Senior Vice
President– South East Asia, Reckitt Benckiser, adds “Innovation
is key at Reckitt Benckiser, and our aim is to provide the consumer
new formulations and new products every single time. Dettol Re-
energize is another offering from Dettol that I am confident would
not only provide the Dettol’s trusted protection from germs to its
users but also keep them refreshed and energized everyday.”
This change and such promises by the
Brand Managers helped Dettol put its
strong hold in Indian maket yet again.
26. CONCLUSIONS FROM DETTOL’S
CASE
1)To capitalize on Brand equity of Dettol , it should position
its Brand extensions well & manage them , also working on
time to time innovations .
2)Dettol’s benefits & features are very well received among
the customers , now it should move up towards the values &
emotions in the Brand value pyramid .
27. INNOVATION IMPERATIVE
A company who is motivated to create new
innovations time to time and is focused on
operational management simultaneously is said
to have Innovation Imperative .
28. A case on the Innovative Imperative : W.L.Gore
Best known for its GORE-TEX high-performance fabrics, W.L. Gore has
introduced breakthrough products as diverse as guitar strings , dental floss,
medical devices, & fuel cells. Several principles guide its new-product
development . First , it works with potential customers . Second , it lets
employees choose projects and appoints few product leaders and teams .Gore
likes to nurture ‘passionate champions ‘ who convince others a project is
worth time & commitment . The development of fuel cell rallied more than
100 of Gore’s 9,000 research associates . Third , Gore gives employees “
Dabble team “ . All research associates spend 10 percent of their work hours
developing their own ideas .Fourth , Gore knows when to let go , through
dead ends in one area can spark innovation in another : Elixir acoustic guitar
strings were the result of a failed venture into bike cables .Even successful
ventures may need to move on .
29. Basic understanding from this case :
1 A company should give more focus on internal
management and higher bench should make
their work transparent before the lower bench
33. Coca-Cola, one of the world's largest soft drink
manufacturers became famous for its flagship product
Coca-Cola. Coca-Cola adopted different marketing
strategies and built a strong brand among the consumers.
But the company was faced with stagnating sales in the
1980s due to shift in consumer preferences from
carbonated drinks to healthy drinks like juices and green
tea. With an aim to attract health conscious consumers
Coca-Cola introduced fortified carbonated drinks
terming them as 'sparking beverages'. To strengthen its
efforts to gain competitive advantage in this emerging
segment, Coca-Cola initiated a new marketing campaign
for its new product 'Coke Zero' and simultaneously
launched 'Diet Coke Plus'.
AN OVERVIEW
34. 1886
Coca-Cola got invented by Colonel John
Pemberton. Coca-Cola then became widely available,
sold as a medicine at soda fountains across the US,
with Pemberton claiming it could cure ailments including
impotence, headaches and dyspepsia.1982
Coca-Cola creates its first brand extension after nearly a
century of existence. Diet Coke is born - a sugar-free
version of its flagship product, launching in the US in
August, and created using sweeteners aspartame and
saccharin.
Diet Coke’s advertising uses slogans that include its
most famous, "Just for the taste of it!", with TV ads
featuring the "Diet Coke hunk".
After 1982, several Diet Coke variants are rolled out,
1983
Caffeine Free Coca-Cola launches, but only in the US.
35. 1985
Coke causes controversy in 1985 and beyond when it
changes the formula of its core Coca-Cola product and
rebadges it "New! Coke", referring to the product as the
"new taste of Coca-Cola". This remains in place until
1992, when it is renamed Coca Cola II.2001
Coca-Cola Lemon becomes available in various
markets, including the UK, until 2005.
2002
Coca-Cola Vanilla is launched in the US and UK, among
other markets, before being discontinued in 2005.
However, it is brought back by popular demand in 2007,
and renamed Vanilla Coke.
2005 Coke Zero - a no-calorie variation of Coca-
36. 2007
Diet Coke Plus is unleashed on the public - a Diet
Coke formulation laden with vitamins and minerals.
2013
Coca-Cola Life is launched in Chile and Argentina,
as a trial ahead of a wider global roll-out.
2014
38. RELATING TO THE CASE
Claire’s innovative proposals
Running advertisement campaigns and doing
marketing research , to adapt quickly to the
changing tastes by changing the flavors they
offer
1
39. 2 Setting up websites to allow consumers
to order directly
41. But what about the bad times ?When the
harvest is not good and the production
capacity can not meet the requirements
of a THIRD wine ………
But Claire had
the solutions
for that
42. 1. We would produce
atleast one million
bottles for which we’d
have to buy grapes .
2. Capitalizing on the
brand by buying land
overseas & making wine
for the younger people
somewhere else
3.Managing our
distribution channels
44. "These slides were created by Jalaj Garg(IIT-
Guwahati), as part of an internship done under the
guidance of Prof. Sameer Mathur
(www.IIMInternship.com)"