Come Back Tales

7/29/2019 Come Back Tales

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COMEBACK TALES

HARI.G ; JAWAHAR.K.M ; BALAJI.S


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Revival strategies depends on stage of a PRODUCT LIFE CYCLE

Brands face decline typically fall under

Those that carry huge legacy (American Airlines, Nokia , Sony)

Mercedes faced brand decline 10 years back and lost to Toyota :it then strategically departed from the traditional image and

rejuvenated the legacy

Yahoo actually may be long gone before it has its legacy, vs. the Google.

Before brand Repositioning products must be analyzed for relevance in market.

Blackberry has to address product innovation while brand stands strong (vs.)

yahoo has to engage product & communication end.

Burden with legacy, and a burden without


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Back in 2005 Bajajs strategy on XCD 125 cc back-fired assailing Bajaj from all

fronts

Bajaj rejuvenated and sold more than 2,00,000 bikes in 2009, crafting a three-

pronged strategy : Sales, Profitability, Brand Image

The company announced its exit from the scooter segment and dropped the parent

brand in 2010.

Two years down the line, Bajaj have roughly 10 % of global market share by

volumes.

The Independent brand strategy has helped Bajaj to rejuvenate.

Crucial chapter to revival was surged by 30 % growth in exports.

Bajaj is geared up on its toes for a cut-throat race with leadershipposition in sight.

Bajaj : A Bumpy ride no more


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Competitors of Bajaj

HMSI (14.86%)

HERO MOTOCORP(45.17%)


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Five common attitudes to avoid when facing a Reputation crisis

Law is our Defense

We can keep it quite

This will be simple to fix

Hey, were the good guys

Loyalty will be rewarded

5 Attitudes : Reputation to hell


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Can LG come back ?

A decade of Indian Consumer Durables market was reigned by LG. Today there

seems to be another power shift in progress.

With regards to Samsungs 25.6 % y-o-y revenue rise, Samsung outdid LG.

Between 2010-11 LGs share in handset market fell by 3% vs. the 15% rise by

Samsung handhelds.

Suicidal strategy of LG to ignore the handset market was its core problem.

LG cannot on its own switch its identity to a high-end Consumer Durable

manufacturer.

To bounce back and beat Samsung , it should stick around being a mass offering.

LG still gets a lot of attention , and has to choose the right positioning strategy to

rescue its glory at stake.


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Decline of the Reign : RumorsThe ICICI Bank

On October 10, 2008 : With regards to collapse of Lehman Brothers ; Rumors

reigned the Black Friday with

Stock prices declining 28%

Brand value plummeting over 60 %

Global ranking went down from 64 to 108

Straight out of the crisis management manuals, ICICI Bank has the brand regained

the hallowed position it held before.

The ICICI Bank acknowledged 4 key Lessons viz.,

Increase Advertising investment

Lose the aggression in the branding message ; show the human face

Increase and internalize live customer touch points ; at least during crisis

Follow up the message with intent ; and publicize it


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Have they mastered the Windows application Yet?

Nokia enumerated the market on what made for India could mean.

Nokia became the undisputed King of Indian mobile handset market, with 80 %

market shares at one time.

Google flooded Android O.S. in 2008 through Nokias competitors whichleft The Leader struggling in the market.

Symbian became outdated Nokia was forced to look for alternatives.

Even Nokias unconquered forte were making waves with local players.

Nokias blue brigade rally resulted on stretching its lead again.


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Have they mastered the Windows application Yet?

Nokia increased its market share by 6.8 %.

As Nokia gets into an overdrive on comeback strategies, it should keep in mind

positioning as a mass market brand.

Dual-Sim is a great second start, but deep penetration in smartphones will helpNokia build the momentum.

Nokia has strategized an alliance with Microsoft(windows 8), introducing Nokia

Lumia Series.

Nokias best bet, therefore, could be the affordable smartphone market.


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COVER STORY - Come Back Tales

Published by

4Ps BUSINESS AND MARKETING

15 APRIL14 MAY 2012.

Documents

Come Back Tales