Brand Failure v5

FAILED BRANDSPresented By: Team 10, Group 1

1. Emma2. Shreyas Ravi3. Nitin Chaswal4. Ashwin Anand

5. Nirbhay Singhal6. Saurabh Kumbhare

7. Somsubhra Ganchoudhuri

DEFINING PRODUCT AND BRAND FAILURES

The withdrawal of the product from the market for any reason

The inability of a product to realize the required market share to sustain its presence in the market

The inability of a product to achieve the anticipated life cycle as defined by the organization due to any reason

The ultimate failure of a product to achieve profitability.

Why Brand fails:

Brand deception: When Brands try to cover

deficiencies of the brand with marketing.

Brand Amnesia: When a brand forgets what it is supposed to stand for. It occurs when a venerable, long-standing brand tries to create a radical new identity

Brand ego: Brands sometimes develop a tendency for over-estimating their own importance, and capability. This is evident when a brand believes it can support a market

Brand Megalomania: When brands want to take over the world by expanding into every product category imaginable.

Brand fatigue: Brand is old and no change is made

Brand paranoia: This is when a brand faces increased competition and doesn’t know what to do.

Brand irrelevance: When a market radically evolves, the brands associated with it risk becoming irrelevant and obsolete.

SEVEN DEADLY SINS OF BRANDING

I. Failure to fully understand the meaning of the brand

II. Failure to live up to the brand promiseIII. Failure to adequately support the brandIV. Failure to be patient with the brandV. Failure to adequately control the brandVI. Failure to properly balance consistency

& change with the brandVII. Failure to understand the complexity of

brand equity measurement & management

Brand 1

Reasons of Failure

No effort on Brand building

Too much dependence on celebrity advertising

Celebrity over shadowed the brand

Career of Hrithik took a nose dive

Distribution was only through exclusive showrooms

Price didn’t justify the quality

Brand 2

Reasons of Failure

The campaign was not targeted at the right segment.

The brand was priced at a premium over the ordinary coke.

'Irrelevant' advertising, Commercial was out of context and had no connection with Coke as a brand.

The variant was pitted against the mother brand.

YEZDI – Heart Throb of Youth

Reasons Of FailureJapanese 100 cc bikes with high efficiency & light weight

Consumer preferences changed not Yezdi

Consumer preferences: Mileage, Comfort, Style

Major Issues not resolved: Pumping 20 times before start

Late realization with launch of Roadking

Failing Markets & Labor Problem

Finally laid to rest in 1995

Quaker Oats - Snapple

The ProblemBrand Amnesia : True characteristic of brand lost

Product Features like : Packaging, taste, Quality,

Brand Megalomania : Brand extension issues

Service Features : Franchisee Model was faulty.

Strategy of mass market creation was wrong

Inability to communicate the Positioning in a proper manner.

Overlooked threat from Pizza Professionals like Pizza Hut & Domino’s

Brand : Amul Pizza

Reasons of FailureBrand Amnesia : True characteristic of brand lost

Product Features like : Packaging, taste, Quality,

Brand Megalomania : Brand extension issues

Service Features : Franchisee Model was faulty.

Strategy of mass market creation was wrong

Inability to communicate the Positioning in a proper manner.

Overlooked threat from Pizza Professionals like Pizza Hut & Domino’s

Learnings

Even Powerful brands can die due to negligence

Brands Don’t die on their own

• Marketing Myopia: Not walking with consumer• Either No Action• Wrong Action

Continuous Investment, nurturing like a baby

Competition Does Matter

THANK YOU…