RELAUNCH STRATEGY FOR AMUL PIZZAS
Improvements are sold by the inch rather than by the yard.
For most firms, re-launching failed products requires understanding the ways in which the failed product has met the value needs of different customers and the quality of execution.
Re-launching a failed product should be done with the help of outsiders who were untarnished by the first failure. But the experience gained from a failed launch can be helpful in the second launch.
Diagnosing the Failure
The first question to address is: “What is failure?”
The Successful Failure
This may seem like a dumb question, but it isn't. Sometimes, the value of failed product is that it provides superb market research and insight that allows you to generate a second-generation product that is successful.
The Failed Success
Sometimes a success is actually a disaster. You have established that a market is viable, but your economics and resources don't let you capture the opportunity. Someone else steps in and takes over the market.
The Misevaluated Success
Another common type of failure is the financially successful product where the company is unable to invest sufficiently to maintain its position of leadership.
Now, for AMUL as a brand the relaunch strategy should be focused around few key areas of dominance in failure, which are as follows:
SWOT ANALYSIS
BRANDING
POSITIONING
MARKETING MIX
SEGMENTING AND TARGETING
CONSUMER MARKETS AND BUYER BEHAVIOURS
BUILD ON CUSTOMER SATISFACTION, VALUE AND RETENTION
COMPETITION
SWOT ANALYSIS
If you don’t know where you are going, you will probably end up somewhere else.
—Dr. Lawrence Peter (Canadian Educator)
Amul should do a proper SWOT analysis and if need be, should take help from professional consultants. BRANDING
First, say to yourself what you would be, and then do what you have to do. —
Though AMUL rightly spotted a growing lucrative market for the pizzas, it did the biggest mistake of branding the pizzas as AMUL PIZZAS. Basically AMUL did the brand extension in order to save the expenses of building a new brand name and thus wanted to cash on the brand value of AMUL.
(Example Case: Pond’s had launched toothpaste under the Brand Name POND’S, quite a few years back. The brand POND’s though doing very well that time; its toothpaste was a miserable failure. The reason was analysed to be that the people’s association with that of POND’S was with beauty and something to do with outside the body.
As soon as the idea of putting POND’S inside the mouth was introduced, people rejected it. Though they trusted POND’S to be applied anywhere outside the body but were not open to putting it inside.)
And, this way AMUL committed its biggest mistake. AMUL has always been associated with dairy products or something to do with milk (Cheese, milk, ice creams etc.) but Pizzas being a totally alien category, people were not able to relate to it.
AMUL was known for its quality, freshness etc. but contradictory to this, the Pizzas were frozen food, kept under refrigeration and served after few days of manufacturing, which according to Indian Mentality makes it Stale Food. The association of product with that of with brand name has been totally lost in this case.
Thus, the first and foremost thing that AMUL should do is to introduce the pizzas under some other brand name and AMUL should appear as a latent marketer.
According to our suggestion, we came to a common consensus of n appropriate brand name for Amul i.e., “TAVA FRESH” and the tag or punch line for the brand name would be “FRESH AISA GHAR JAISA”.
Thus by introducing Pizzas under this brand name, AMUL is giving the message of its repositioned product i.e., now its pizzas can be heated over a tava instead of a compulsory use of an microwave or an oven and apart from that it also connotes to the freshness of Pizzas.
The tagline suggests that the freshness offered by the product is as good as that of anything made at home and along with that the ease of making or rather heating the product at home and consuming it. Thus Amul can very well relate to certain emotional and consciousness aspect of the Indian consumer.
By branding, AMUL though will have to spend money on brand building, but it is much safer then risking out its own brand image by using the AMUL brand.
AMUL can very well educate and inform the retailers that the Brand is from the house of AMUL and thus win over their trust and gain on WORD OF MOUTH publicity.
Thus by introducing the pizzas under different Brand Name it does not then risks the wrong association of product with its Brand Name, which is the case now.
The main reason why brands have been developed in the first place has to do with competition and subsequent increased consumer choice. However, contrary to popular belief, consumers do not desire choice per se.
Choice is mainly a mechanism that allows consumers to obtain the products and services that they want at a price that they want to afford. As peoples’ wants, needs and budgets differ, choice functions as a way to fulfil the requirements of different consumers.
Thus, brands cater to this diversity
Improvements are sold by the inch rather than by the yard.
For most firms, re-launching failed products requires understanding the ways in which the failed product has met the value needs of different customers and the quality of execution.
Re-launching a failed product should be done with the help of outsiders who were untarnished by the first failure. But the experience gained from a failed launch can be helpful in the second launch.
Diagnosing the Failure
The first question to address is: “What is failure?”
The Successful Failure
This may seem like a dumb question, but it isn't. Sometimes, the value of failed product is that it provides superb market research and insight that allows you to generate a second-generation product that is successful.
The Failed Success
Sometimes a success is actually a disaster. You have established that a market is viable, but your economics and resources don't let you capture the opportunity. Someone else steps in and takes over the market.
The Misevaluated Success
Another common type of failure is the financially successful product where the company is unable to invest sufficiently to maintain its position of leadership.
Now, for AMUL as a brand the relaunch strategy should be focused around few key areas of dominance in failure, which are as follows:
SWOT ANALYSIS
BRANDING
POSITIONING
MARKETING MIX
SEGMENTING AND TARGETING
CONSUMER MARKETS AND BUYER BEHAVIOURS
BUILD ON CUSTOMER SATISFACTION, VALUE AND RETENTION
COMPETITION
SWOT ANALYSIS
If you don’t know where you are going, you will probably end up somewhere else.
—Dr. Lawrence Peter (Canadian Educator)
Amul should do a proper SWOT analysis and if need be, should take help from professional consultants. BRANDING
First, say to yourself what you would be, and then do what you have to do. —
Though AMUL rightly spotted a growing lucrative market for the pizzas, it did the biggest mistake of branding the pizzas as AMUL PIZZAS. Basically AMUL did the brand extension in order to save the expenses of building a new brand name and thus wanted to cash on the brand value of AMUL.
(Example Case: Pond’s had launched toothpaste under the Brand Name POND’S, quite a few years back. The brand POND’s though doing very well that time; its toothpaste was a miserable failure. The reason was analysed to be that the people’s association with that of POND’S was with beauty and something to do with outside the body.
As soon as the idea of putting POND’S inside the mouth was introduced, people rejected it. Though they trusted POND’S to be applied anywhere outside the body but were not open to putting it inside.)
And, this way AMUL committed its biggest mistake. AMUL has always been associated with dairy products or something to do with milk (Cheese, milk, ice creams etc.) but Pizzas being a totally alien category, people were not able to relate to it.
AMUL was known for its quality, freshness etc. but contradictory to this, the Pizzas were frozen food, kept under refrigeration and served after few days of manufacturing, which according to Indian Mentality makes it Stale Food. The association of product with that of with brand name has been totally lost in this case.
Thus, the first and foremost thing that AMUL should do is to introduce the pizzas under some other brand name and AMUL should appear as a latent marketer.
According to our suggestion, we came to a common consensus of n appropriate brand name for Amul i.e., “TAVA FRESH” and the tag or punch line for the brand name would be “FRESH AISA GHAR JAISA”.
Thus by introducing Pizzas under this brand name, AMUL is giving the message of its repositioned product i.e., now its pizzas can be heated over a tava instead of a compulsory use of an microwave or an oven and apart from that it also connotes to the freshness of Pizzas.
The tagline suggests that the freshness offered by the product is as good as that of anything made at home and along with that the ease of making or rather heating the product at home and consuming it. Thus Amul can very well relate to certain emotional and consciousness aspect of the Indian consumer.
By branding, AMUL though will have to spend money on brand building, but it is much safer then risking out its own brand image by using the AMUL brand.
AMUL can very well educate and inform the retailers that the Brand is from the house of AMUL and thus win over their trust and gain on WORD OF MOUTH publicity.
Thus by introducing the pizzas under different Brand Name it does not then risks the wrong association of product with its Brand Name, which is the case now.
The main reason why brands have been developed in the first place has to do with competition and subsequent increased consumer choice. However, contrary to popular belief, consumers do not desire choice per se.
Choice is mainly a mechanism that allows consumers to obtain the products and services that they want at a price that they want to afford. As peoples’ wants, needs and budgets differ, choice functions as a way to fulfil the requirements of different consumers.
Thus, brands cater to this diversity