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1. Increasing Usage
2. Finding new uses
3. Entering new markets
Brand
Revitalization
4. Repositioning
5. Augmenting the Product/services
6. Obsoleting Existing Products
7. Extending the Brand
Akash C.Mathapati
&
Texas
Instruments
looked
for
previously neglected womens market
A proposed caffeine-laden Diet Pepsi,
named Pepsi A.M represented an
entry into the breakfast market
The great-tasting cola that beats coffee
cold!
Small refrigerators
Akash C.Mathapati
4. Repositioning
One strategic option for revitalizing a fading brand
is simply to abandon the consumer group that
supported the brand in the past to target a
completely new segment.
Brylcream slicked-back look of 1960s, saw its
sales go limp in the 1970s, when the Beatles
popularized mop-top look
To revive Brylcream Gel was launched, a clear gel
with newer packaging enlisting soccer stars (now
Beckham) to endorse --- younger audience.
Akash C.Mathapati
5.Changing Associations
A Positioning Strategy can become inappropriate as the target market ages, the
association becomes less appealing as
tastes and fashions change.
A positioning strategy can simply wear out
as the target segment becomes saturated
New
associations
and
associated
segments are needed to generate growth.
Akash C.Mathapati
6.AUGMENTING THE
PRODUCT
As product categories mature
Once strong brand associations which
differentiated your product are now
matched by most of competition.
Customers
seem
more
and
more
concerned about price and most are not
willing to pay premium price for a brand.
The temptation is to become resigned to a
very competitive environment.
Akash C.Mathapati
7.Customer Involvement
Involving customer can be key to the process
of finding ways to augment the product or
service.
Customer involvement not only helps to
identify the most appropriate areas to work on
but also makes the effort visible to the
consumer.
The US textile firm Millikin, using Customer
Action Teams (CATs), started making creative
solutions to both current customers (in better
serving them) and to new customers (in
developing them).
Akash C.Mathapati
Difficulties in Implementing
strategy
Suspicion that milking strategy is
implemented can upset the plan.
Customers may lose faith in the brand.
Competitors may attack more vigorously
Most managers will not be experience or
orientation to handle the situation.
To minimize such effects it is better to
keep the milking route inconspicuous.
Akash C.Mathapati
Divestment or Liquidation
When prospects for the brand are bad and
a milking strategy doe not seem feasible,
the final alternative divestment or
liquidation is considered. Conditions that
suggest an exit than a milking decision are:
1. Decline rate is rapid and accelerating. (no
pockets of enduring demand).
2. Price pressures are anticipated to be
extreme.
(lack
of
Brand
loyalty,
differentiation and competitive pressures
from those who have exit barriers).
Akash C.Mathapati