MNM Jain Engineering College

Brands Yesterday Today Tomorrow

MBA Final Year
Geethapriyadharsini.C

16-9-

ers, future paper would

be electroniic ofriendly n present energy saving green lights, future

2011

ABSTRACT
Necessity Is The Mother Of Invention. Various products have reached the markets ruled it and even still exits. But many products have failed to meet the customer demands and are ruled out of the market. Products which we are using today may or may not exist tomorrow. For example if we take lights in past there were chimney lights, in present energy saving green lights, future eco friendly solar lights.

Objective of the paper

This paper mainly deals with the following

Why the product and their brands fail in the market? How brands balance so that their products and their brands can survive the present market? How still some products and their brands are satisfying their target market gaining the market share?

To examine the brands yesterday today and tomorrow

Industry taken for analysis - Automobile industry The automotive industry designs, develops, manufactures, markets, and sells motor vehicles, and is one of the world's most important economic sectors by revenue. Major players are Bajaj Auto, Hindustan Motors, Hero Honda Motors, Hyundai Motors, Mahindra & Mahindra, Maruti suzuki, Tata Motors, Yamaha Motors Product taken for analysis Car Driving the most luxurious car has been made possible by the stiff competition in the automobile industry in India. Every other day, we have been hearing about some new launches, some low cost cars all customized in a manner such that the common man is not left behind. Future focus will be touch sensitive and green fuel cars.

Emphasis shown on the paper to compare the following marketing aspects IN PAST, PRESENT AND FUTURE

Consumer behavior for the usage of car Marketing mix adopted by them Market competition prevailed in each time Market strategy used by the marketers

Introduction:
NECESSITY IS THE MOTHER OF INVENTION- A need or problem encourages creative efforts to meet the need or solve the problem. Many products ruled the market and some were ruled out of market- Various products have reached the markets ruled it and even still exits. But many products have failed to meet the customer demands and are ruled out of the market. Products which we are using today may or may not exist tomorrow. Future products and their brands will focus Consumer satisfaction, Quality conscience, Eco-Friendly and Energy Saving.

Examples of past, present and future products:

Lights in past there were chimney lights, in present energy saving green lights, future eco friendly solar lights. Paper in the olden days were made from wooden pulp, then came the era of using green papers made from chlorine free and sugarcane bagasse in present day scenario, whereas the future is for the e-paper.

Answers to the unraveled questions?

Why the product and their brands fail in the market?
1. Gold Spot: one can still feel its taste

On the Coca Cola's re-entry into the Indian market, they bought out and replaced Gold Spot with Fanta. Those who have tasted it will still have fond childhood memories of the zing thing drink. Though it had good promotion to collect the crown which had the jungle book characters in return for the comic books it failed to compete with the giants who had strong promotional activities. 2. Big fun: A real fun Big fun bubblegum wrapped in pink and green stripes can never be forgotten. It was almost a hard piece of stone, which required substantial mastication to produce the first bubble! Reasons behind the death of such a highly popular brand could be the rumour issues of children getting fainted due to consuming the product. Its sad to see an Indian brand die so quickly from its peak of being the leader in its market share. 3. Gopal Tooth powder: Indhiyaa Malayseeyaa Ilangai Singappoorill sirandhadhu, Gopal Palpodi! Still in the market uniting the above mentioned countries with no sign of improving its market share in the past two decades.

4. Solidair tv: The one we had at home for many years.

There were many television sets launched during Asian Games. Crown, EC TV, Weston, Keltron, Televista, Dyanora, Konark, Texla, Binatone are some of those homemade brands. Most of the companies shut shop and after the end of black and white TV era, most of them failed to upgrade. Except BPL, Videocon and Onida. Still Solidair is listed in Bombay stock exchange.

How brands balance so that their products and their brands can survive the present market? Amrutanjan:

Pioneer in the industry with the seal of trust and believability in the brands products for having catered to consumers pain free living for over a century now. It was since 1893. Earlier it was offering only yellow pain balm but now to balance the market and changing needs it has launched a range of products Amrutanjan Pain Balm, Amrutanjan Strong Pain Balm, Amrutanjan Joint Ache Cream, Amrutanjan Dragon Liquid Balm ,Amrutanjan Muscular Pain Spray Colgate

Quality Personal Care products from brands you know and trust to care for you and your family are launched by Colgate. Earlier it was offering Colgate white tooth powder but now it offers a range

of products to changing trends it offers variety of product range to cater the needs of the customers in the FMCG sector. It offers Colgate Total, Colgate Sensitive, Oral Healthcare, Colgate Whitening, Colgate Max White Toothpaste, Colgate Rinse, Colgate Toothbrushes How still some products and their brands are satisfying their target market gaining the market share?

1. Maggi noodles

One company which has achieved a reasonable success in introducing a more or less alien food and succeeding is that of Maggi Noodles.To check out the success of the brand check out the following it has among the Kids, there is even a orkut community on Maggi Lovers. Now we have the rice noodles in Maggi and the most of recent of all the cup variant. The journey and success of Maggi Noodles is something worth noticing for a marketer, as one can learn a lot , the fact of reality is that brand building is a long term business One good reason why maggi stand ahead of the competitors is its unique core competence of taste :-) 2. Britannia

Differentiate brand according to regional disparities (product content, packaging etc.)Maintain the price to gain market share, focus on the Tiger brand taste.Distribution thrust into interiors and even rural areas. It even has van markets. It has Restructure production facilities. Heavy advertising to create consumer pull and be allowed to charge a premium. Advertisements emphasizing the product quality and nutritional value. Preempt innovations by these players, got first mover advantage. 3. Cinthol

The brand has consistently managed to adapt to changing consumer preferences and stay in tune with the times. Cinthol has remained spot on with its products and its brand ambassadors. Think about it, for all the changes in its packaging and promotion, Cinthol has shrewdly retained its original line the green bar of soap in the simple red pack. With its unique Fougere scent, this product has remained a favourite among consumers and Cinthol has been careful not to kill this golden-egg laying duck. And for all the variations it has introduced, it has always stuck to its original positioning freshness and protection. . In a highly diversified market offering a host of different options, Cinthol has managed to unwaveringly stick to its original positioning and thus create a unique identity for itself. This has helped establish Cinthol as one of Indias most favored and cherished brands.

To examine the brands yesterday today and tomorrow

Industry taken for analysis - Automobile industry Automobile industry The automotive industry designs, develops, manufactures, markets, and sells motor vehicles, and is one of the world's most important economic sectors by revenue. Major players are Bajaj Auto, Hindustan Motors, Hero Honda Motors, Hyundai Motors, Mahindra & Mahindra, Maruti Udyog, Tata Motors, Yamaha Motors Product taken for analysis Car Car Driving the most luxurious car has been made possible by the stiff competition in the automobile industry in India. Every other day, we have been hearing about some new launches, some low cost cars all customized in a manner such that the common man is not left behind. Future focus will be touch sensitive and green fuel cars. Past- Hindustan Motors's Ambassador

The first car to be manufactured in India, has been ruling the Indian roads ever since its inception in 1948 and the only automobile to ply Indian roads for more than five decades now, has carved a special niche for itself in the passenger car segment.It's dependability, spaciousness and comfort factor have made it the most preferred car for generations of Indians. The Ambassador's time-tested, accommodating and practical characteristics make it a truly Indianised car.

Ambassador was very popular in the taxi segments as well, even in 2001 the segment accounted for almost 65% of ambassadors sales because of the perception that the ambassador was better suited for the rough Indian roads and its strong structure, its believed to withstand the impact of accidents much better than any other car. Till the early 1980s, Ambassador commanded more than 70% of the market share. Premier Padmini, a locally manufactured car based on the Fiat, claimed the other 30%.
Why it failed?

Threats from the competitors. Inefficient management practices Rivalry within the company also lead to downfall of the company and ultimately leading to less market share. Eg. Internal Problems, Union problems etc. Design was not aesthetic and even failed in aerodynamic designs. Car was not up-to the mark in design and performance compared to other segments of its competitors in the market.

Present- Many players like Mahindra & Mahindra, Maruti Udyog, Tata Motors, Yamaha Motors, Bajaj Auto Mahindra & Mahindra

It is the only Indian company among the top 3 tractor manufacturers in the world. Employs over 1,00,000 people. It is the leading automobile company. Automotive Sector is in the business of manufacturing and marketing- Utility vehicles and Light commercial vehicles, including three-wheelers. It follows the distinct strategies as follows to be competitively ahead

Mahindra recently acquired a majority stake to strengthen its E-Vehicle domain in REVA Electric Car Co Ltd. (now called Mahindra REVA)

Mahindra & Mahindra's Farm Equipment Sector (FES) showcased India's first bio-diesel

Maruti Suzuki

Leading four-wheeler manufacturer in South Asia. Created automobile revolution to India. It was a joint venture between the Maruthi udyog India, and Suzuki of Japan. The company annually exports more than 50,000 cars. Large domestic market in India. Unique advantage of Maruthi Suzuki Maruti uses the following materials to reduce its energy consumption:

Energy efficient motors and blowers and chillers for air conditioning Energy efficient fans in cooling towers, lighting and air driers Special transformers to minimize the energy losses Continuous process of promoting 100% recyclable and reusable car parts. Making constant improvement placing the prosperity of the company as the means of their own advancement It targets 60% sales by appointing 2,000 sales executives in the rural areas and by offering discounts from Rs 3,000 - 8,000 on various models

FUTURE- Those players who render eco-friendly and energy saving vehicles

Potential future car technologies include new energy sources and materials, which are being developed in order to make automobiles more sustainable, safer, more energy efficient, or less polluting. Cars are being developed in many different ways. With rising gas prices, the future of cars is leaning towards fuel efficiency, energy-savers, hybrid vehicles, battery electric vehicles and fuel-cell vehicles

Alternative fuel vehicle will be the focus of future cars One major problem in developing cleaner, energy efficient automobiles is the source of power to drive the engine. A variety of alternative fuel vehicles have been proposed or sold, including electric cars, hydrogen cars, compressed-air cars and liquid nitrogen cars. In one experiment done to improve the future of cars, a new kind of battery was installed which can be easily removed, and recharged in two different ways. First, by a generator integrated with the IC and second by removing the cassettes so that they can be recharged off-board in the home Conventional automobiles operate at about 15% efficiency. The rest of the energy is lost to engine and drive-train inefficiencies and idling. Therefore, the potential to improve fuel efficiency with advanced technologies is enormous. Various technologies have been developed and utilized to increase the energy efficiency of conventional cars or supplement them, resulting in energy savings. Regenerative braking technology saves and stores energy for future use or as back up power. When conventional brakes are used, 100% of the kinetic energy lost is converted to thermal energy, and dissipated in the form of heat. Regenerative braking recovers some of this energy to recharge the batteries in a hybrid vehicle.

Comparison of marketing aspects in past, present & future

CONCLUSION Thing which doesnt have change is change so according to the changing needs of the consumers if the manufacturers produce their products there is no DEADLINE for their brands