Revitalizing The Brand

PRESENTATION ON REVITALIZING THE BRAND

Presented By

GiriDhar Katti(MBA-12-10)

Central University of Karnataka

THE YAMAHA STORY

Yamaha Piano offers an example of how a declining market can be Revitalized, After decades of investment and efforts.

Its captured 40% of Global Piano market

Declining by 10% every year.

And they were finding difficult to maintain shares

Yamaha responded by developing the “YAMAHA DISKLAVIER” which introduced INTO THE us IN Jan 1988

Revitalizing The Brand

CONT…

It functions and plays just like comparable YAMAHA PIANOS, except that it also includes that an electronic control system

This system is based on a combination of digital and optical technology which can distinguish among 127 different degree of strength and speed of key touch.

Because of the digital base, Each keystroke can be recorded with great accuracy and stored on a 3.5 Disk(Disk can be used to replay a piece exactly


CONT…


CONT…

The tempo can be adjusted up to 20% faster or 50% slower in order to capture a different sound.

The composition can also be transposed into a different key, to allow different sounds

Students can also from the one hand.

It can be connected to digital instruments which will provide the professional musician additional flexibilities in producing music.


CONT…

A teacher can use the record/replay, especially

with the slow-down option to demonstrate

technique or to help display errors or

deficiencies in play.

Linking piano with a source of background

music can serve more enjoyable and useful to a

student demonstrate

A Disk of a student’s early efforts can provide a

baseline record against which to demonstrate

laterRevitalizing The Brand

CONT…

The YAMAHA PainoSoft Library allow user to obtain and present specially prepared recorded versions of selected live performances of the best artists.

The high end piano was being replaced in the market by keyboard costing small fraction of the price-but DISKLAVIER provided response. those who were proud of their furnishing and wanted to look, sound, and feeling associated with real piano, now had another option.

Its revitalized a declining industry.


CONT…

3 years after its introduction the Disklavier which sold for $9,000 to $25,000

And became the leader in the industry and presented 20% of Yamaha piano sales.

And half of he buyers had already a piano.

They have introduced Another music oriented business called ‘RETRO FIT” which turns existing pianos into a version of the Disklavier.

They faced declining market, They have not reduced price, adding differentiating features to improve margin and market share or milking the business and instead of competing the competitors they have developed a product breakthrough which created niche


CONT…

The revitalizing the brand, the goal is not only to generate added sales levels but to have them based upon enhanced equity, a move which often involves improved recognition, enhanced perceived quality, changed associations an expanded customer base and increase loyalty.

In fact the revitalizing of a brand usually is substantially less costly and risky than introducing a new brand, which cost 10’s of millions and will more likely fail than succeed.


7 AVENUES FOR BRAND REVITALIZATION


1.INCREASING USAGE

When developing programs to increase

usage, it is useful to begin by asking some

fundamental questions about both user and

the consumption system in which the product

is embedded

Why isn’t the product or service used more..?

What inhibits the usage decision..?

How does the light user differ from the heavy

user in terms of attitude and habits...?


INCREASE PRODUCT USAGE CAN BE MADE IN 2 WAYS


Business

Revitalizing The Brand