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Should You Launch A Fighter Brand
Should You Launch A Fighter Brand
BY:
ARVINTH G (19)
RANJIT PISHARODY (75)
TIMI CHHABRA (109)
ECONOMIC RECESSION AND ECONOMIC STRAINS
OR
•ELIMINATES COMPETITORS
P&G : PAMPERS
COMPETITOR: Private Labels
FIGHTER BRAND: LUVS
Cut back on R&D and product innovation on Luvs
Cut back on TV advertising and promotional support.
Cut back on Existing features: like handles on Luvs’ packaging
•ADVERTISING SUPPORT,
•A SEPARATE SALES FORCE
•DISTINCT DISTRIBUTION TRUCKS
HAZARD Three- Financial losses
Fighter brands may lead to disastrous financial loss for the company
though it achieves brand success.
Only then will it achieve the kind of consumer orientation necessary to avoid a
potentially fatal focus on competitors.
Notting Hill - Popular price segment but failed to focus on customer. It opened
shops in metro cities instead of tier 2 and 3 cities
Notting Hill
2007-Popular price segment from raymonds
2009-“Notting Hill does not have any turnover at present” Mr. Deepak
Khetrapal, Chief Operating Office
• Focused metros
The greatest cost of a fighter brand GM’s late realization that Saturn is
is propensity to cause managers to not the answer to Japanese
delay essential strategic decisions Challenge.
Move fast
The speed at which Jetstar attacked took Virgin Blue by surprise and knocked it
off balance
Reinvest in your premium offering and calibrate between the two brands
Qantas was able to refocus on its more profitable business routes
How HLL launched the perfect Fighter Brand
Surf Rs.21/kilo and Nirma Rs 7/kilo
The low cost detergents had grown rapidly enough to account for 80% of
volumes
Big challenge was a low cost product conforming to the HLL quality standards
For the first time, it opted for third party manufacturers and for dynamic pricing
model
How HLL launched the perfect Fighter Brand
It came up with the classic ‘Dekho Dekho Dekho’ jingle, which was a
big hit