BRAND REJUVENATIONBRAND REJUVENATION

By Aparna.ABy Aparna.A

MeaningMeaning

It is a process in which a brand on the It is a process in which a brand on the verge of retirement is brought back to life verge of retirement is brought back to life to regain markets.to regain markets.

Brand rejuvenation gives a second life to Brand rejuvenation gives a second life to the product.the product.

A hidden fact…A hidden fact…

More than 80% of the products launched More than 80% of the products launched would die off and only 8% of them would would die off and only 8% of them would try to rejuvenate.try to rejuvenate.

New product development costs more New product development costs more than rejuvenating an existing product.than rejuvenating an existing product.

Reasons for RejuvenationReasons for Rejuvenation

A new competitor might have taken over A new competitor might have taken over the category and the company is the category and the company is struggling to generate revenues.struggling to generate revenues.

The whole product or service category The whole product or service category may be declining.may be declining.

To regain the position in the customer To regain the position in the customer mind share.mind share.

The target market for the brand is aged.The target market for the brand is aged.To achieve high impact and recognition.To achieve high impact and recognition.

Process of Brand RejuvenationProcess of Brand Rejuvenation

1. Brand discovery1. Brand discovery

2. Brand practices2. Brand practices

3. Brand maintenance3. Brand maintenance

Factors influencing rejuvenationFactors influencing rejuvenation

Product attributes

Stake holders

StrategiesCorporate

vision,mission

Brand audit

Brand Rejuvenation

Example: AgenciesExample: Agencies

Shining strategic design company- Shining strategic design company- shombith sengupta.shombith sengupta.

1. A detailed audit.1. A detailed audit.

2. Customers perception2. Customers perception

3.Strategic orientation ideas3.Strategic orientation ideas

4.Potential thoughts4.Potential thoughts

5.Communication to marketing people.5.Communication to marketing people.

Issues in Brand RejuvenationIssues in Brand Rejuvenation

Revitalizing ends up with the brand losing Revitalizing ends up with the brand losing its identity.its identity.

Attempts to rejuvenate a single brand from Attempts to rejuvenate a single brand from that of a group may result in failure.that of a group may result in failure.

The attempt of brand rejuvenation must be The attempt of brand rejuvenation must be accepted by all departments of a company.accepted by all departments of a company.

Repositioning weaker than its old Repositioning weaker than its old positioning.positioning.

Issues cont..Issues cont..

Customers may not be ready to accept the Customers may not be ready to accept the changes in the brand.changes in the brand.

Demand for the product in the market Demand for the product in the market should be considered.should be considered.

ROI is not guaranteed, Budgeting for ROI is not guaranteed, Budgeting for brand rejuvenation is difficult.brand rejuvenation is difficult.

Some examples.Some examples.

Some companies are constantly playing the Some companies are constantly playing the rejuvenation game. rejuvenation game.

Cadburys, Procter & Gamble and Hindustan Cadburys, Procter & Gamble and Hindustan Lever are the best example.Lever are the best example.

Hindustan Lever tops the list. It keeps updating Hindustan Lever tops the list. It keeps updating most of its brands – Surf, Close up, Lux, Rexona most of its brands – Surf, Close up, Lux, Rexona etc. etc.

Even the 100 year old Even the 100 year old Lifebuoy got a facelift; Lifebuoy got a facelift; it came in new 75 gm it came in new 75 gm ‘rural pack’ as ‘New’ ‘rural pack’ as ‘New’ Lifebuoy.Lifebuoy.

Example of brands reappearing Example of brands reappearing with the tag “New”:with the tag “New”:

* New Burnol: Burnol became ‘New’ and appeared in a * New Burnol: Burnol became ‘New’ and appeared in a new pack.new pack.

* New Horlicks : HMM its New Horlicks the New Horlicks * New Horlicks : HMM its New Horlicks the New Horlicks claimed more nourishment through additional protein and claimed more nourishment through additional protein and calcium, eight essential vitamins and iron.calcium, eight essential vitamins and iron.

* New Nescafe: Nestle rejuvenated Nescafe and brought * New Nescafe: Nestle rejuvenated Nescafe and brought in the New Nescafe. New Nescafe was made using the in the New Nescafe. New Nescafe was made using the new agglomeration coffee process, instead of the fine new agglomeration coffee process, instead of the fine powder form and the coffee now came in small round powder form and the coffee now came in small round goblets.goblets.

Some more examples.Some more examples.

* New Bournvita: To give a push Bournvita, * New Bournvita: To give a push Bournvita, Cadbury’s came out with New Bournvita, with Cadbury’s came out with New Bournvita, with extra glucose in a new packing.extra glucose in a new packing.

* New Vicks Vapour: P&G’s 100 year old Vicks * New Vicks Vapour: P&G’s 100 year old Vicks Vaporub has almost become a generic name for Vaporub has almost become a generic name for cold cure. Still P&G does not keep quiet. New cold cure. Still P&G does not keep quiet. New packages appear, new promotion campaigns are packages appear, new promotion campaigns are launched and improvements in product launched and improvements in product formulation area also made. formulation area also made.

THANK YOUTHANK YOU