Yamaha's piano brand was declining, losing 10% of its 40% global market share each year. To revitalize the brand, Yamaha developed the Disklavier piano in 1988, which functions like a regular piano but also records performances digitally for playback or editing. This innovative product stopped the brand's decline and gained a 20% market share after 3 years. More broadly, the presentation discusses revitalizing declining brands through product differentiation and innovation rather than price cuts, in order to improve profits and brand equity over the long run.

1. PRESENTATION ON
REVITALIZING THE BRAND
Presented By
GiriDhar Katti
(MBA-12-10)
Central University of Karnataka

2. THE YAMAHA STORY
 Yamaha Piano offers an example of how a
declining market can be Revitalized, After
decades of investment and efforts.
 Its captured 40% of Global Piano market
 Declining by 10% every year.
 And they were finding difficult to maintain shares
 Yamaha responded by developing the “YAMAHA
DISKLAVIER” which introduced INTO THE us IN Jan
1988
Revitalizing The Brand

3. CONT…
 It functions and plays just like comparable
YAMAHA PIANOS, except that it also includes
that an electronic control system
 This system is based on a combination of digital
and optical technology which can distinguish
among 127 different degree of strength and
speed of key touch.
 Because of the digital base, Each keystroke can
be recorded with great accuracy and stored on
a 3.5 Disk(Disk can be used to replay a piece
exactly
Revitalizing The Brand

4. CONT…
Revitalizing The Brand

5. CONT…
 The tempo can be adjusted up to 20% faster
or 50% slower in order to capture a different
sound.
 The composition can also be transposed into
a different key, to allow different sounds
 Students can also from the one hand.
 It can be connected to digital instruments
which will provide the professional musician
additional flexibilities in producing music.
Revitalizing The Brand

6. CONT…
 A teacher can use the record/replay, especially
with the slow-down option to demonstrate
technique or to help display errors or
deficiencies in play.
 Linking piano with a source of background
music can serve more enjoyable and useful to a
student demonstrate
 A Disk of a student’s early efforts can provide a
baseline record against which to demonstrate
later
Revitalizing The Brand

7. CONT…
 The YAMAHA PainoSoft Library allow user to
obtain and present specially prepared recorded
versions of selected live performances of the
best artists.
 The high end piano was being replaced in the
market by keyboard costing small fraction of the
price-but DISKLAVIER provided response.
those who were proud of their furnishing and
wanted to look, sound, and feeling associated
with real piano, now had another option.
 Its revitalized a declining industry.
Revitalizing The Brand

8. CONT…
 3 years after its introduction the Disklavier which sold for
$9,000 to $25,000
 And became the leader in the industry and presented
20% of Yamaha piano sales.
 And half of he buyers had already a piano.
 They have introduced Another music oriented business
called ‘RETRO FIT” which turns existing pianos into a
version of the Disklavier.
 They faced declining market, They have not reduced
price, adding differentiating features to improve margin
and market share or milking the business and instead of
competing the competitors they have developed a product
breakthrough which created niche
Revitalizing The Brand

9. CONT…
 The revitalizing the brand, the goal is not only to
generate added sales levels but to have them
based upon enhanced equity, a move which
often involves improved recognition, enhanced
perceived quality, changed associations an
expanded customer base and increase loyalty.
 In fact the revitalizing of a brand usually is
substantially less costly and risky than
introducing a new brand, which cost 10’s of
millions and will more likely fail than succeed.
Revitalizing The Brand

10. 7 AVENUES FOR BRAND REVITALIZATION
Revitalizing The Brand

11. 1.INCREASING USAGE
 When developing programs to increase
usage, it is useful to begin by asking some
fundamental questions about both user and
the consumption system in which the product
is embedded
 Why isn’t the product or service used more..?
 What inhibits the usage decision..?
 How does the light user differ from the heavy
user in terms of attitude and habits...?
Revitalizing The Brand

12. INCREASE PRODUCT USAGE CAN BE MADE IN 2 WAYS
Revitalizing The Brand