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A DISSERTATION ON BRAND FAILURES: A CONSUMER PERSPECTIVE TO FORMULATE A MNC ENTRY STRATEGY

Mehul — Sun, 26 Feb 2012 11:40:03 +0000

After the opening up of the Indian Markets, the past four or five years have seen an influx of foreign brands into India in every conceivable sphere of business activity, more so in the consumer goods & durable sector. The cry of Indian Indus” those days was that the days of Indian goods are numbered and most of the Indian ventures would be crushed under the MNC juggernaut. On the contrary, it was observed that success didn’t come easily to most of the MNC’S. In cases 1 they were utter flops or have remained in the category of non starters. The list of victims seems to grow day by day -Kellogg’s, Nike, Reebok, Mercedes, Mobil, Henkel, Bata, Hiram Walker, Nestle’s chocolates etc. The scope of this dissertation would be to find what went wrong in these products which were backed by the financial as well as the intellectual muscle of the Global Corporations. Did they fail to read the Indian Consumer ? The study would base on the consumer feedback’s on these products i.e. what made the consumers reject these brands and what association does an average Indian Consumer have with the equity of these international brands....click here to read ahead

Rebranding Failure : BT Cellnet to O2

maddy — Mon, 14 Nov 2011 11:39:59 +0000

In September 2001, UK mobile phone operator BT Cellnet announced it was getting rid of its brand name in favour of a new international identity. The decision followed a continuing drop in its market share of call revenues. Furthermore, BT Cellnet’s arch-rival Orange (often admired for its brand name) increased its revenues and knocked BT Cellnet into third place, behind both Orange and Vodafone. Cellnet’s first parent company, British Telecom, had sold off its mobile operation and the new owners felt no reason to stick with the struggling identity...click here to read ahead

Extension failure: Miller Breweries

maddy — Sun, 06 Nov 2011 23:40:38 +0000

In the 1970s Miller Brewing Company faced something of an image problem. For years it had been positioning its core brand, Miller High Life, as ‘the champagne of beers’. Jazz musicians had been used in advertising campaigns to endorse the beer and to consolidate its sophisticated image, but the results were increasingly disappointing.... click to read more

Public Relations Failure : Exxon

maddy — Fri, 28 Oct 2011 23:42:34 +0000

Many companies and organizations have had to deal with a crisis during their history. Only a very few, however, come to represent corporate incompetence and irresponsibility through one critical event. Oil company Exxon is among them...click here to read the case

CBS Fender A tale of two cultures & one guitar

maddy — Mon, 10 Oct 2011 11:40:22 +0000

For guitar fans, the Fender brand is an icon. John Lennon and George Harrison both owned Stratocasters, and Jimi Hendrix also helped to turn that particular model of electric guitar into a legend. In 1965 Fender was bought by CBS, which already at that time was one of the largest players in the music business. By 1975, though, the company started to lose market share. ‘The problem was, CBS didn’t know all that much about real manufacturing,’ What exactly went wrong? ... click here for case study

10 Worst Brand Blunders of 2010

maddy — Sat, 13 Nov 2010 03:14:13 +0000

Brand blunder refers to the goof ups associated with the branding of a product, especially a new product in a new market. There could be many reasons for such slips. For example, the lack of understanding of the language, culture, consumer attitude etc.

There are numerous examples of brand blunders in the marketing history; there are also numerous urban legends surrounding brand blunders, where there is little evidence of an actual blunder. Urban legends about brand blunders are popular, because they use familiar urban legend motifs such as the incompetent corporation or the ignorant foreigner. Often the reality is far less dramatic, and the stories, which are even retold in marketing textbooks, are rarely backed up by researched data about sales. Read more....

brand blunders case study

Brand Failure : Microsoft Zune

newuser — Sat, 29 May 2010 09:08:26 +0000

“The problem? Microsoft isn't competing against just the iPod as much as it is against an entire ecosystem of applications and developers that go along with Apple's device. The number of applications available for the Zune pales by comparison with those available for the iPod through Apple's App Store: The Zune HD currently has nine free applications available, while Apple has 85,000 applications available on its App Store for the iPod and iPhone….” ... click here to read more on Microsoft Zune

Tired Brand : Oldsmobile

maddy — Mon, 15 Mar 2010 18:18:58 +0000

Oldsmobile is among the brand legends in US car history. Conceived in 1897, it was one of the five core brands manufactured by General Motors (GM) – the other four being Chevrolet, Pontiac, Buick and Cadillac – and helped lead the company to a 57 per cent share of the US car market by the middle of the last century...click here to read ahead

Snow Brand milk products Poisoning a brand

newuser — Mon, 08 Feb 2010 05:01:50 +0000

Among the most dreaded situation for any food brand, an outbreak of food poisoning ranks pretty high. For Snow Brand, Japan’s premier dairy foods company, 2000 was the year when that nightmare came true, in the most disastrous way. Read to know what went wrong...

public Relations Failure: Enron

maddy — Sun, 31 Jan 2010 17:07:31 +0000

Little remains to be said about the rise and scandalous fall of Texan energy giant Enron. In the relatively short space of 15 years, Enron rose from nowhere to become the seventh largest company in the United States, and the most well-known energy supplier in the world. It boasted over 21,000 employees and had a presence in more than 40 countries. Read more to know....