You are on page 1of 8

ibii Consulting

PENURUNAN
MEREK
MENGAPA
MEREK
MENURUN ??

ibii Consulting

Declining
Pressures to compete on price
Proliferation of competitors
Fragmenting markets and media
Complex Brand Strategies &Relationship
Bias toward changing strategies
Bias against innovation
Pressure to invest elsewhere
Short term pressures
ibii Consulting

ibii Consulting

2. Finding

3. Entering

new uses

New Markets

1. Increasing

4. Repositioning

usage

the brand
BRAND
REVITALIZATION

7. Extending

5. Augmenting the

the brand

product/service
6. Obsoleting
existing products

ibii Consulting

MILK

ibii Consulting

VS.

EXIT

Keputusan investasi dlm industri yg menurun :


Beberapa pertanyaan stratejik
Market Prospects
1. Is the rate of decline orderly & predictable ?
2. Are there pockets of enduring demand ?
3. What are the reasons for the decline is it temporary ? Might it be
reserved ?

Competitive Intensity
4. Are there dominant competitors with unique skills or assets ?
5. Are there many competitors unwilling to exit ?
6. Are customers brand loyal ? Is there product differentiation ?
7. Are there price pressures ?

ibii Consulting

Brand Strength & Organizational Capabilities


8. Is the brand strong? Does it enjoy high recognition & positive,
meaningful associations?
9. What is the market share position & trend?
10. Does the business have some key competitive SCAs with
respect to key segments?
11. Can the business manage a milking strategy?
12. Is there synergy with other businesses?
13. Does the brand fit with the current firms strategic thrust?
14. What are the exit barriers?

ibii Consulting