FAILED BRANDS

Presented By: Team 10, Group 1

1. Emma
2. Shreyas Ravi
3. Nitin Chaswal
4. Ashwin Anand
5. Nirbhay Singhal
6. Saurabh Kumbhare
7. Somsubhra Ganchoudhuri
DEFINING PRODUCT AND BRAND
FAILURES

The withdrawal of the product from the market for any reason

The
The inability
inability of
of a
a product
product to
to realize
realize the
the required
required market
market share
share to
to sustain
sustain
its presence in the market
its presence in the market

The
The inability
inability of
of a
a product
product to
to achieve
achieve the
the anticipated
anticipated life
life cycle
cycle as
as defined
defined
by
by the
the organization
organization due
due to
to any
any reason
reason

The ultimate failure of a product to achieve profitability.

Why Brand fails:
Brand Amnesia: When a brand forgets what it is
supposed to stand for. It occurs when a
venerable, long-standing brand tries to create a
radical new identity

Brand ego: Brands sometimes develop a

tendency for over-estimating their own
importance, and capability. This is evident when a
brand believes it can support a market

Brand deception: When Brands try to cover

deficiencies of the brand with marketing.
 Brand Megalomania: When brands want to take
over the world by expanding into every product
category imaginable.

Brand fatigue: Brand is old and no change is made

Brand paranoia: This is when a brand faces

increased competition and doesn’t know what to do.

Brand irrelevance: When a market radically

evolves, the brands associated with it risk becoming
irrelevant and obsolete.
SEVEN DEADLY SINS OF BRANDING

I. Failure to fully understand the meaning of

the brand
II. Failure to live up to the brand promise
III. Failure to adequately support the brand
IV. Failure to be patient with the brand
V. Failure to adequately control the brand
VI. Failure to properly balance consistency &
change with the brand
VII. Failure to understand the complexity of
brand equity measurement & management
Brand 1
Reasons of Failure
No effort on Brand building

Too much dependence on celebrity advertising

Celebrity over shadowed the brand

Career of Hrithik took a nose dive

Distribution was only through exclusive

showrooms

Price didn’t justify the quality

Brand 2
Reasons of Failure
The campaign was not targeted at the right
segment.

The brand was priced at a premium over the

ordinary coke.

'Irrelevant' advertising, Commercial was out of

context and had no connection with Coke as a
brand.

The variant was pitted against the mother brand.

YEZDI – Heart Throb of Youth
Reasons Of Failure
Japanese 100 cc bikes with high efficiency & light
weight

Consumer preferences changed not Yezdi

Consumer preferences: Mileage, Comfort, Style

Major Issues not resolved: Pumping 20 times before

start

Late realization with launch of Roadking

Failing Markets & Labor Problem

Finally laid to rest in 1995

Quaker Oats - Snapple
The Problem
Brand Amnesia : True characteristic of brand lost

Product Features like : Packaging, taste, Quality,

Brand Megalomania : Brand extension issues

Service Features : Franchisee Model was faulty.

Strategy of mass market creation was wrong

Inability to communicate the Positioning in a proper

manner.

Overlooked threat from Pizza Professionals like Pizza

Hut & Domino’s
Brand : Amul Pizza
Reasons of Failure
Brand Amnesia : True characteristic of brand lost

Product Features like : Packaging, taste, Quality,

Brand Megalomania : Brand extension issues

Service Features : Franchisee Model was faulty.

Strategy of mass market creation was wrong

Inability to communicate the Positioning in a proper manner.

Overlooked threat from Pizza Professionals like Pizza Hut & Domino’s
Learnings

Even Powerful brands can die due to negligence

Brands Don’t die on their own

●
Marketing Myopia: Not walking with consumer
●
Either No Action
●
Wrong Action

Continuous Investment, nurturing like a baby

Competition Does Matter

THANK YOU…