1.

The Second Wave

2. Crest- Brand Extension Failure

Presented By: Amruta Tarani and Harshita Khadayte

 • This story begins in July 1995
1990’s to 2000’s when no one had dreamt of
communication, First mobile
phone call was made from
Kolkata.

• Mobile communication was a

privilege at that time only few
enjoyed and many aspired too.
Later service tariff crashed and
phones became affordable in few
years.

• Many consumers tired of waiting

in queues to get a fixed line
phone connection ,embraced
mobile communication with great
alacrity.
EVOLUTION IN 2003
• In 2003 Mukesh Ambani tried
to change the rule by urging
customers to shift from just
making voice call on Mobile
phone to using data and
internet on CDMA Platform
with aggressive pricing . To get
a revenue of approx. 30 to 40 %

• He started a campaign named

“MONSOON HUNGAMA “
Which offered data freebies like
streaming TV Programme ,
download of movie , music's ,
games. @ Rs 500
This thought brought a dramatic
change with many choices and
operators offering technological
options like 3G,4G,LTE to get high
speed on Laptop and Phones

Today it is seen that words of

Kanwalinder Singh President of
Qualcomm India are true now we
can watch TV , make video calls ,
Do Bank transactions and
commercial deals , online
education and discussing with
Doctors even with the help of
mobile communication .
Data usage Comparison To voice call

• Despite dozen odd mobile players in the market real data services
contributed only 3% to a telecom companies revenue.
• Company realised the revenue generation from the voice call was
marginally Low.
• The only way to generate more revenue was to shift customers on
usage of more data.
Current Market SCENARIO

• As per GSMA, India is on its way to becoming the second largest smartphone market
globally by 2025 with around 1 billion installed devices and is expected to have 920 million
unique mobile subscribes by 2025 which will include 88 million 5G connections .
• India had over 500 million active internet users (accessed Internet in the last one
month) as of May 2020.
Brand extension
failure Crest - P&G
Brand
Summary
• 1955: Born
The first fluoride toothpaste brand.

• 1958: “Look Mom, No Cavities”

• 1969: Crest reaches the Moon
• 1985: Crest Tartar Control
• 1997: Crest Extra Whitening toothpaste
• 2006: Introduction of Crest Pro-Health
• 2014: Introduction of Crest BE
Brand Failure (1980)
Oral care market become
segmented

Crest reacted by offerering 52 SKUs Colgate launched Colgate Total

While

52
38
Result 50 Because
36
1 25
Customers were confused
SKUs number Market share
Lesson
1. Don’t confuse the customer

2. Don’t offer too many products

3. Remove product duplicates.

4. Be transparent
5. Don’t use complex packaging.
WHEN SHOPPERS HAVE LESS CHOICE,
THEY ARE LESS CONFUSED AND
EVENTUALLY MANUFACTURER MAKES
MORE MONEY.