Succesfull mfcg1. Caf Coffee Day The Success Story of Caf Coffee Day goes back to 1996, when the first chapter of its history began and led to such amazing growth. It was just another venture by V.G. Siddhartha in addition to way2wealth securities. Siddartha was then just an analyst with JM Financial and Investment Consultancy but had also inherited Coffee farms spread across a huge expanse of 10,000 acres. He also had interest in technology and his company Global Technology Ventures holds share in MindTree as well. It was a true example of his genius when he combined technology and coffee to start Caf Coffee Day, first one at Bangalore in 1996Initially Caf Coffee Day was positioned as an Internet caf as Internet was just in its infancy in India. Along with Internet he planned to serve coffee to keep the surfers fresh but the genius actually lay in his dissatisfaction with his family coffee business. He was not happy with the low margins of coffee sales which fluctuated often and were dependent on international market forces. It was this dissatisfaction which led him to give a better marketing platform to his coffee business by even delivering the coffee experience to the end user himself! Thus was born Caf Coffee Day which is owned by Siddharthas Amalgamated Bean Coffee Trading Company Ltd. (ABCTCL).ABCTCL is one of the largest Coffee exporter in India and all supplies of CCD as Caf Coffee Day is popularly known is procured from its farms. The beauty of his business sense lies in the vertical integration model which CCD represents as not only the coffee is home-grown but also is the coffee machine which costs lesser than the western counterparts like Lavazza and Nestle machines.Caf Coffee Day since 1996 has seen bullish growth riding on the back of increasingly young India. The brand is a youthful brand which has quite a suggestive tagline- A lot can happen over Coffee (or after coffee depends on how you read it!) Initially due to confusion over its positioning Caf Coffee Day lost a lot of ground to Barista but later Barista failed in comparison to the success story of Caf Coffee Day.Barista changed ownerships while CCD connected itself emotionally! Right now CCD is one of the top six global Coffee Caf chains in terms of number of outlets and the vindication of its success story lies in the fact that Caf Coffee Day now consumes more coffee than what is grown on its plantations which Siddhartha does not regret at all- He loves it because exports have a much lower margin than CCDs retail operations.RevenueUS$450 million

SubsidiariesCoffee Day Fresh n GroundCoffee Day XpressCoffee Day Take AwayCoffee Day ExportsCoffee Day PerfectCoffee Day Beverages

Main competitor Barista Lavazza

2. Thums UpTypeCola

ManufacturerThe Coca-Cola Company

Country of originIndia

Introduced1977

TaglineTaste the thunderLaunched in India by Parle Agro Pvt. Ltd. Now owned by Coca-Cola. Until leaving India in 1977, Coca Cola was the nation's leading soft drink. It was around that time that the Chauhan brothers launched Thums Up, Parle's flagship cola drink. The "Tough Man's Cola" quickly went on to become a nationwide success, dominating smaller players like Campa Cola, Double Seven and Double Cola for over a decade. But all that changed in 1993 - for that was when Coca Cola re-entered the Indian market and Pepsi launched here too.Thums Up is a carbonated soft drink (cola) admired and biggest selling brand in India, where its valiant, red thumbs up logo is widespread.Thums Up has seen all the stages of product life cycle except decline stage, starting from introduction. When the Brand was doing well, it was taken away from the market because it was giving stiff competition to Coca-cola but Coke had to bring out the brand again to attack all the promotional policy of Pepsi and it was introduced once again.If we talk about current scenario, thums Up is at its Maturity stage. It has grown like anything, has been successful in attracting more and more number of customers and now it has a huge market share. The brand has been successful in capturing the minds of the consumers. Now, all the communication policies of the brand is all about informing consumers that the brand is in the market and doing well. The objective of the communication policy of the brand is to remind people about the strength and status of the brandThums Up has enjoyed a near monopoly with a much stronger market share often beating its other rivals like Camp cola, Double seven and Dukes, but there were many small regional players who had their own market. It was one of the major advertisers throughout the 1980s. In the mid-80s it had a brief threat from a newcomer Double Cola which suddenly disappeared within a few years.Pepsi was the first company to come to India In 1990, when the Indian government allowed the market to multinational companies... Thums Up went up against the worldwide giant for a strong ambush with neither side giving any quarter. When Pepsi had starred with famous bollywood actress like Juhi Chawla, to frustrate the Indian brand, Thums Up focussed on cricket sponsorship.Things became even more complicated when Coca-cola re-entered India after its absence from 1977 to 1993. Now the fight became a three-way battle.But Things got changed post liberalization, when Thums Up was facing unbendable and stiff competition from coke and Pepsi both. But After all this happening, owners of Parle Agro, finally sold Thums Up to Coca-Cola.When Thums UP was sold off to Coca-Cola, it in fact tried to kill Thums Up, but later on they sensed that Pepsi would be more benefitted than Coke if they withdrew Thums Up from the market and Coke decided to use Thums Up against Pepsi to thwart the brand. By this time, Coca-cola had about 60.5% share in the Indian soft-drink market but if they would have withdrawn Thums Up from the market the market share would have remained 28.72% only. Hence it once again launched Thums Up brand targeting the 30 to 45 year olds.In todays scenario, amongst all the carbonated drinks Coca-cola occupies about 58% market share in India in which Thums-up is the premier selling brand with a market share ofabout 15% of the total CSD market where as Pepsi is the second brand with 36%.Communication strategyAfter entering again into the market the brand was re-positioned as a manly drink, stressing on its strong and bitter taste qualities. Thums Up kick-started an forceful and aggressive campaigns directly targeting Pepsis TV ads, showcasing the strength of the drink in the hope that the representation of an adult drink would attract more young consumers. Grow up to Thums Up was a triumphant and amazing campaign done by Thums Up and because of this campaign the market share of the brand soared. The brand became unbreakable and resilient

3. Old MonkIt is the nations favorite drink. Launched in 1954, this dark Indian rum is owned by Mohan Meakin Limited. Old Monk has a distinct vanilla flavor, and comes with an alcohol content of 40 per cent. It is produced in Ghaziabad, Uttar Pradesh, and is available in all parts of India.The uniqueness of this brand is that although it indulges in practically zero advertising, its popularity depends on word-of-mouth and customer loyalty. Until recently, Old Monk was crowned as the largest selling dark rum in the world, a title which it lost to McDowells No.1 Celebration Rum only last year. Old Monk has been the biggest Indian Made Foreign Liquor (IMFL) brand for many years now.4. AmulTypeCooperative

IndustryDairy/FMCG

Founded1946

HeadquartersAnand, Gujarat, India

Key peopleChairman, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF)

RevenueUS$3.1 billion (201314)

SloganThe Taste of India

Formed in 1946, Amul is a brand managed by the Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), a cooperation jointly owned by 3 million milk producers in Gujarat. Started by Dr Verghese Kurien, founder-chairman of the GCMMF for more than 30 years (19732006), Amul spurred the White Revolution in India. It is one of the largest milk products players in the country, and has withstood competition from private players for years.The Amul girl was the brainchild of SylvesterdaCunha, the managing director of the advertising agency AS. The ads were designed as a series of hoardings with designs relating to day-to-day issues.The brand recall for the Amul girl is phenomenal across India today. And the biggest reason for this is the topical nature of the ads.The Amul ads have witty one-liners which capture relevant events that have caught the fancy of the nation.Low-Cost Price strategy Low Cost Price Strategy was adopted to make the product affordable & alluring to consumers by guaranteeing them value for money. The main aim of Amul is to provide quality products to the consumers at minimum cost. The goal of Amul is to provide maximum profit in terms of money to the farmers. Low cost of production of AMUL:Milk production is scale insensitive and labour intensive. Due to low labour cost, cost of production of milk is significantly lower in AMUL.5. LakmLakme is one brand that is giving a stiff neck to neck competition to the billion dollar LOreal Group, and how! Owned by Hindustan Unilever and run by CEO Pushkaraj Shenai, Lakm started out as a 100 per cent subsidiary of Tata Oil Mills, part of the Tata Group. It was named after the French opera Lakm, the goddess of wealth, also renowned for her beauty. Lakm began operations in 1952, funnily because the then Prime Minister, Jawaharlal Nehru, was concerned that Indian women were spending precious foreign exchange on beauty products, hence personally requesting JRD Tata to manufacture them in India. Lakm is the current market leader in the Indian cosmetics market with a 17.7 per cent market share.IndustryPersonal care

Founded1952

FounderJ. R. D. Tata

HeadquartersIndia

Area servedWorldwide

Key peoplepushkaraj shenai(CEO), Purnima Lamba(Innovation Head),

Failed fmcg1.Godrej Ganga SoapGanga had a revitalisation effort in 1997 when Godrej tried to relaunch the brand under the name Doodh Ganga. But those effort went in vain.The primary reason why the brand failed was that the differentiation was not sustainable over time. Although Hindu's are very religious in nature and rivers the tradition but the consumers are discerning when it comes to purchasing products.2.Vanilla CokeThe brand was targeted at the metro youth was different. It was different in taste, promotion, package, price etc.Vanilla Coke was promoted in retro style. The brand had Vivek Oberoi , the then bollywood flame endorsing the brand in an unusual style. Vivek sported the retro look with typical combination of Elvis style + Shammi Kapoor style in an Old Lamby Scooter screaming Wakaw.It failed because .The campaign was not targeted at the right segment. This campaign had its fair share of critics also. The brand was priced at a premium over the ordinary coke. This may have discouraged the TG from checking out the brand3.Pepsi crystalThere was no real need for Crystal Pepsi. Despite the shifting tides in early 90s marketing towards healthiness and purity, people just didnt get excited about a clear caffeine-free Pepsi. Not really a surprise- those who werethatconcerned with the health and colour of their beverage probably would not be Pepsi drinkers to begin with. 4.TamarindRiding on the pulling power of Hrithik Roshan, Tamarind had a huge brand recall during the launch.Tamarind was positioned as a fashion wear. The clothes were designed by the famed London based designer John Paul Vivian. The brand had the tagline " The Flavour You Wear ". The brand was designed to be a fun, fashionable trendy brand.Three major factors was the cause of this brand's failure.Price andDistribution andDifferentiation. 5.COOrs mountain spring waterTapping into the booming bottled-water market, the beer conglomerate introduced Rocky Mountain Sparkling Water but unwisely kept the Coors logo front and centre on the label, making it impossible not to worry about driving home after a heavy dose of H2O. Sales for the water, which came in original, lemon-lime and cherry flavours, did poorly.The beverage was eventually discontinued.

Automobile industry1.Royal EnfieldThe brands iconic motorcycle Bullet enjoys the longest motorcycle production run of all time, making it one of the oldest running bikes of the world. Today the bike is produced at its Chennai facility and is exported to counties in Europe and the US. The craze for this bike is evident from its waiting period. Royal Enfield's current market share in the 250-800cc segment is 97.7 per cent.Royal Enfield was the name under which the Enfield Cycle Company made motorcycles, bicycles, lawnmowers and stationary engines. The legacy of weapons manufacture is reflected in the logo, a cannon, and their motto "Made like a gun, goes like a bullet". Use of the brand name Royal Enfield was licensed by The Crown in 1890. The original Redditch, Worcestershire based company was sold to Norton-Villiers-Triumph (NVT) in 1968.IndustryMotorcycles, bicycles, lawnmowers

SuccessorRoyal Enfield (India)

Founded1893, as Enfield Manufacturing Co. Ltd.

Defunct1971

HeadquartersRedditch, Worcestershire, England

Key peopleFounders Albert Eadie and Robert Walker Smith

ProductsRoyal Enfield Clipper, Crusader, Bullet, Interceptor, WD/RE, Super Meteor