Posted in Community :
Marketing & Branding
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Activity:
99 views;
last activity : 04 16 2012 02:25:24 +0000
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Ad campaign
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A 360 degree approach
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Brand Extension
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Upgrading products,postioning, Brand Values and brand image
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Try to find where you lost
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सच न तो पुराना होता है न ही कभी मार्केट से बहार होता है
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HARD CORE SOCIAL MEDIA MARKETING.
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Find cause why brand failed + Re-Strategy and Media Planning+ Re-Startegy Execution
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add new colors without leaving the parent brand..!!
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Add value to product and or find new users
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Repackaging help brands look fresh
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USP
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Ideas in:
"Relaunching a brand"
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A fresh as campaign with fresh ideas and totally new concept can work wonders for any brand. This must be followed by aggressive sales activities. The brand should reach to as many people as possible through all the means of media. |
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manish , My a/c is not showing ..help toostep
| 08 05 2011 18:49:48 +0000
well said :)
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Seema , Partner/Principal/VP, Angel Associates
| 08 01 2011 13:36:37 +0000
Advertising is one of the most important factors behind the success of any product today. The quality of a product may be superb, but if it fails to create a buzz in the market in terms of visibility and covetability, it is more or less written off.
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Rathin Deb, Advisor and retail consultant, currently as Branch Manager, Tower Infotech Ltd
| 08 01 2011 09:02:20 +0000
Purvi I fully agree with you. Take the case of Pepsodent toothpaste which was out of market for a long time and today with ad campaign this paste has made a niche for it self.
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Relaunching a brand usually means that there was something wrong in the initial launch, its communication, its consumer engagement or even after sales services and so forth. If the product generally did not appeal, its obvious that the brand would not have a very proactive and favorable recall.
Relaunching the brand then should be done with a UNIVERSAL approach. Take into account the discrepancies from the earlier offerings and then the change that has been effected in the new offerings. Follow it up with a test market (calculated TG mix)survey and maybe even a consumer utility activity. Take these results and then create a unique feature for the TG appeal. Communicate these through effective media (electronic, Print, Internet) to the TG and support it with in ground activations.
This will be the acid test of a relaunch. A full scale market birth!!
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JOGINDER SINGH CHANDNANI, MMS Student (IES MCRC, Bandra)
| 04 05 2012 06:52:44 +0000
A good MR can do wonders if executed properly. A research where a company will know what went wrong on part of product quality, service quality or on distribution part.
And relaunch it with more of a true marketing & advertising, where a brand can touch the real chord of consumer’s life. And also firm should make sure that it is done at a consistent growth rate.
And Innovation & Kreativity can drive Brand's Growth...
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Munshi Ramchand, Retired
| 08 05 2011 18:46:22 +0000
Yes, 360 degree approach will work...it is like starting fresh.
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ujjval jain, Retail, Retail
| 08 05 2011 11:36:56 +0000
Yes Makrand..as Purvi says, if somehow a brand become stagnent, its time for a 360 degree approach,,,specially the core team at present should also be assessed & reassesed..that why it is unable to add spontaniety to an exisiting brand value at least, when they are not at all able to think in terms of 'growth'!
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To revive an extinct brand, by introducing a new product with the Brand Extension strategy will provide feedback benefits to the parent brand and the organization.
The image of parent brand is enhanced; it revives the brand; it allows subsequent extension; Brand meaning is clarified; and it increases market coverage as it brings new customers into brand franchise. Customers associate original/core brand to new product, hence they also have quality associations.
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Munshi Ramchand, Retired
| 08 05 2011 18:47:34 +0000
This is a good strategy. But this strategy will work only if the new product is launched when the current product of the brand is at its peak in the market.
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This world is too dynamic. Expectations, technology and Choices of a customers changes very fast. Whenever we observe or experience any brand, we make a brand image in our mind. Brand Relaunch concept exists when a company experiences dip in their sales or their brand values changes. Only a new brand campaign cannot add value in any brand till then this does not solve customers objectives. For Exp:- The recent brand relaunch i can recall is Videocon and Godrej. Earlier imagory of these brands were like that both are less upgraded technology indian consumer durables brands. But at the time of relaunch they focused on the factors like upgraded technology, right postioning and feel of a modern products( brand imagery). And to summarize it For Brand relauch single factor does not work. It needs brand extention also and to communicate these values you need a strong ad campaign also.
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It is always better to find where you lost. This allows you the weaknesses that vanished you earlier. It is considered easy to launch a new brand when compared to relaunching a brand. My young friend Virag is the upcoming "brand analyst" here. He said it right, 1. analyse why you failed earlier, reassess the earlier strategy. Survey the market, come to know the demands of the market, equate the features of your product to the market requirement and relaunch your brand effectively.
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R.Saseenthren , Freelancer, FMCG/Foods/Beverage
| 12 08 2011 07:22:18 +0000
Here question is why the Brand is got stagnate?where we went wrong?is it quality issue,service part,How this happened?sudden perceived value dropping, specially F.M.C.G.products we noticed in a Region the Brand is well popular among the target group,Recall purchases also is in a satisfactory manner,but the Brand is related to weather Condition similar to Beverages Category,Artificial Drinking Orange powder packets,In this case the particular regions Manager and Sales Representative to stop the competitor's creeps sold additional quantities to the trade,(on the other hand dump the trade) Unfortunately with unexpected weather condition changes all the stocks got stagnate with the Trade in expiry situation.Traders requested from relevant Manager and Sales Representatives to returned the stocks they said they Can't do any thing,Manager put several appeal from their High Management they said they can't do any thing,in this situation on next time the traders had a experience with the Brand not purchased any quantity from the particular Company,Here the Competitors brands filled with the shelf with out any attempt, the particular brand sales are dropping in the region gradually,In this case who's fault?In this situation relaunching the same brand do you think gives any fruit full results?therefore,Identify why we lost?where are we lost?rectify the situation,listen to the Environment. R.Saseenthren graduall
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किसी भी चीज़ ब्रांड के बनने के पीछे अगर आप जायेंगे तो आपको पता चलेगा कि जो चीज़े अभी तक या लम्बे समय तक brand थी उनमे क्वालिटी थी एक सच्चाई थी khali मार्केटिंग स्ट्राटेजी नहीं| मार्केट के हिसाब से प्रोमोट करकर किसी भी चीज़ को सिर्फ शुरूआती स्तर पर बेचा जा सकता है लेकिन ब्रांड नहीं बनाया जा सकता. किसी भी चीज़ को ब्रांड बनाने के लिए सबसे जरूरी चीज़ विश्वनीयता है चाहे वो नया प्रोडक्ट हो या किसी पुराना प्रोडक्ट ko दोबारा लौंच करना हो. दूसरी महत्वपूर्ण चीज़ है ब्रांड या प्रोडक्ट के बारे mai हर चीज़ खुल कर बताना इससे हो सकता है शुरआती दौर mai ब्रांड ki ओपनिंग हलकी हो लेकिन समय के साथ चीज़ पर और सबसे ज्यादा कंपनी पर विश्वनीयता बदती ही है | |
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When relaunching a brand, it requires quick attention. In order to get such an attention, we need a kind of marketing that could reach the target audience at the earliest. Today, there is no other kind of marketing that is as fast and economic as social media marketing and Search Engine Optimization.
Regards, Anna George. Web Analyst. Nichepro Technologies. Bangalore. http://www.nichesuite.com
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As per my opinion madam, first we should find the cause, reason that why brand is failed in market, what are the reasons etc..
Step-2:- we should make re-strategy and media planning (include Ad campaign)
Step-3:- we should execute the strategy on right time.
Strategy and Media Planning is playing wide role in every market as well as much important in today's scenario. To re-understand the market, consumer marker, perception each things are very much important before execution of ad campaign.
Brand will make success only when it will match BRAND = CONSUMERS....
Thanks Ms.Purvi Madam for referal as well as create good point....
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Launching and positioning the brand with added colors and improved features still maintaining the trust and USPs from the parent brand can ensure the brand calling back its old customers and also inviting new customers to join hands. Also campaign should aim maximum market coverage and rewards should be offered to gather maximum feedback..!!
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If product has become stagnant in market then need to add meaning “value” to the product like, for Hero Honda, splendor was the fastest selling bike but a time came when its sales started dipping, no advertising campaign could have raised its sales, then they smartly changed the look of the bike and launched Hero Honda passion for urban market.
They also started pushing Hero Honda splendor in rural market enchasing its credibility. They started chasing new users for its existing product.
Thus two best ways to give life to dying product are, add value to it and sale it in new packaging or find new users for it.
New advertising campaign may induce trials but product can’t survive for long run.
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Thanks,Purvi for referral.The single most important factor is drawing attention of consumers.The brand can be relaunched with new packaging such as new and attractive packing,utility container,free bees,exchange, after-sales service.
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Brand eroded needs to refocus on its strengths and that is when USP comes to the fore. To relaunch a brand, you must tell the customer, what you will gain that you are not already gaining and why you must switch back to your old brand. For the USP to be highlighted, you must identify the qualities, and then hit the customer through ad campaigns aimed at highlighting the USP.
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