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y According to McKinsey global research, it is estimated
that Indian consumer market will be fifth largest in the world by 2025. y Currently the Indian consumer market stands at the 12th rank. y A successful branding requires much more than the product itself and most of the time customer psychology plays much more important role than product itself.
y Vanilla Coke launched in April 2004. y First flavor extension in India by Coke. y Retro-BollyWood theme. y Tag line Ice Creamy Thanda . y Launch of remix album with 1970s songs and music. y Target age group of 12-29 years in high and middle-
income group. y Focus on Laggards.
y Targeting youth with a retro theme. y Taste similar to existing products like ice-cream floats. y Instant comparisons with original Coke.
External Reasons for Failure
Cola market slowing down.
Competition from Pepsi and its other brands. Low acceptance as a mixing agent with alcoholic beverages.
y Their targeting customers were Laggards. y Retro theme advt. shouldn t attract young generation
because they can t link them to the Retro Theme. y Product category isn t having many differentiation than others. y Comparing with other product category i.e. ice cream. y Taste isn t permitting it as a mixing agent with alcoholic beverages.
y The Brand was launched in 1972. y The brand had a persona of a Work Horse . y Primary reason for brand failure is Marketing
myopia. y The company failed to understand the changing perception of the customers towards Scooters. y For 40 years Chetak had the same look, same quality & style.
y Wrong commitment for promotion.
No one can beat a Bajaj . y Bajaj never looked at customers perception regarding their product. Tilting the Chetak to the side for starting.
y Regular product development is essential. y Think about the competitor and evaluate their
strategy . y Giving a stylist out look to the product. y Avoid Marketing Myopia for marketed the product. y Product quality should be maintained as similar as the competitor.
y RJ Reynolds spent US $325 million in 1988 on creating a
Smokeless Cigarette which it branded as Premier. y One person who smoked Premier complained that it tasted like shit. y There was the damaging rumor that the smokeless cigarette could be used as a delivery device for crack cocaine. y RJR s marketing emphasis on clean enjoyment also may lull people who already smoke into a deceptive sense of safety when they really ought to give up the habit altogether.
clean enjoyment wasn t worked . Price was too high. Brand communication was failed to make customers understand about the products. Consumer perceived that the taste of the cigarette isn t similar than the conventional one.
y 1990s Kellogg s looked beyond its traditional markets in
Europe and the United States in search of more cereal eating consumers. y In 1994, Kellogg s decided to invest US $65 million in India into launching its number one brand, Corn Flakes. y Many people had bought Corn Flakes as a one-off, novelty purchase. Even if they liked the taste, the product was too expensive. y Kellogg s criticizes the Food Habit of Indian customers.
y Price is too high comparatively with other players. y Target customers are attracted by the value of the
product. y Indian consumers can t perceived it as a nutritive breakfast as they have regularly. y Customers don t accept any criticism about their conventional food habit from a company. y Wrong cooking procedure was followed, means communication wasn t worked properly.
y Ganga soap was introduced by Godrej Consumer
Products in 1993. y The soap was positioned on the religious platform claiming it was made by using Ganga Water. y In 1997 Godrej rebranded this product as Doodh Ganga . But those efforts went to vain.
y This platform is too old dated for attracting the new
generation Indian customers. y People are aware that this river is the most polluted one, and using a soap made from such water may be dangerous. y Wrong connection between Soap & Religion.
y Old religious stimulation won't work in now a days, y y y y y
specially for a FMCG products. Their segmenting is totally wrong because they did it on the basis of religion. In southern India the product s appeal is not so powerful. Their positioning strategy was wrong. Brand ambassador strategy need to improved. Their promotion, specially advt. wasn t appealing too much.
y iPhone came to India with a bang. That bang lasted
only for the night of the launch.
y Since its launch it has been weighed, tested and
y Cost is too high. y No 3G network yet in India. y People are waiting for Nokia N96. y Consumers are waiting for the price to drop. y Apple s monopoly.
y For price conscious Indian customers, they should fix y
y y y
such a price that could be affordable. Indian customers are frequently changes mobile connection operators, so they should think accordingly to make a system for changing operator. They should wait till the full fetch launch of 3G before launching their products. Main Competitors price is too low than its. Products monopoly shouldn't work now in Indian context specially in telecom sector.
y There is a movie that can be worse
than anyother....Drona. Abhishek Bachchan's best friend Goldie Behl has churned up a potential flop in Drona. y It is clearly a big budgeted movie and a bad one at that. y A film is always a director's baby and Goldie Behl seems to have illtreated his own baby with his sloppy direction which is notches below what an amateur would do.
y The Indian Cricket League (ICL) was a
private cricket league funded by Zee Entertainment that operated between 2007 and 2009 in India. y Its two seasons included tournaments between four international teams (The World, India, Pakistan and Bangladesh) and nine domestic teams . y The ICL lacked the support of the Board of Control for Cricket in India (BCCI). y The BCCI refused to recognize the ICL as a cricket league, and criticized Kiran More and Kapil Dev for joining the ICL.
y The ICC looks at the ICL as an issue to be sorted out by
the BCCI. y The huge success of IPL is also a reason of the coming down of ICL. y The ICL has now come to an end after all its player dropped out from it. This was because of the offer given by BCCI to reconsider ICL players only if they leave ICL.
y Crocin syrup containing 125 mg of Paracetamol for 5 ml was
introduced for kids to cure cold, cough and light fever. y Crocin syrup was not very well accepted by the parent community as they did not have the confidence on the product. y The syrup was introduced directly as an OTC product. y As with all the Pediatric drugs given to children, the parents always want to take any drugs only after the doctor's consultation. Even parents who tend to ask chemists for an appropriate medicine of common ailments for themselves will not risk buying anything without the doctor's advice.
y The company had to remedy their strategy and ensure
that Crocin Syrup was categorized as a prescription drug by GSK and doctors started providing prescriptions for Crocin Syrup for children.
y Reliance Industries is bearing the brunt in its last mile
retail operations yet again. It is shutting its much popular petroleum retail outlets across India. y Of the 1400 retail pumps, all those outlets which are owned by Reliance would close down while those operated by dealer would continue to function. y Bad strategic/corporate management and execution. y Bad financial management (currency prediction/trading, daily deposit trading, financial leveraging to lover overall costs)
y The Government should had also given an equal hand
and opportunity to PSU and Private companies, as the former are beneficiaries of oil bonds and discounts from upstream oil companies. y With Crude touching the $ 110 mark, it obivious that Reliance cannot sell the petroleum products at a discounted price. As the prices in India are regulated by the Government, be it reliance or any other top class company cannot sell at a discounted price. y It makes sense for the company to close down the retail outlets.
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