The Rise and Fall of Nokia – Why and How Nokia Failed?
During the early 2000s, Nokia reigned supreme in the mobile phone market, boasting a significant global market share. Back then, Nokia faced little competition as it offered highly acclaimed and popular products like the Nokia 1280, Nokia 5300, Nokia N91, and Nokia N95. However, the brand’s fortunes took a nosedive as it witnessed a gradual […]
Case Study | Dunkin’ Donuts Rebrands to Dunkin’
Can you identify one of the most popular coffee-focused restaurants in the United States? If you guessed Dunkin Donuts, you would be correct, although there’s more to their brand than just serving delicious coffee. In an increasingly competitive market, Dunkin Donuts has become more daring in their approach to stand out. In this case study, […]
Case Study | Launching Kellogg’s Cornflakes in India
“Mothers know what they want and when; we can’t push our offering to them without giving them a reason they value,” the Head of Marketing at Kellogg’s India clarified. The Kellogg’s cornflakes marketing team was struggling to find an appropriate positioning platform for the brand to increase sales and ensure brand growth. The brand was […]
Case Study | Launching And Establishing Oreo in India
Introduction For most of its 100-year plus existence, Oreo was consistently America’s best loved cookie, but today it is a well-established global brand. Mondelez International moved it into emerging markets quickly learning the rules of success in these hitherto unfamiliar markets, changing and refining the brands strategy and ultimately triumphed in winning over consumers. This […]
Branding Case Study : Success of Share A Coke Campaign
The “Share a Coke” campaign is a globally recognized and highly successful marketing initiative that was first launched by The Coca-Cola Company in Australia in 2011. The campaign aimed to create a more personal and engaging connection between consumers and the Coca-Cola brand by replacing its iconic logo on bottles and cans with popular individual […]
The Man Your Man Could Smell Like: A Case Study on Old Spice Branding Campaign
Old Spice is a brand that has been around for over 75 years. While it has a loyal customer base, it was struggling to connect with younger audiences who perceived the brand as outdated and uncool. In 2010, Old Spice launched its “The Man Your Man Could Smell Like” campaign, which was aimed at repositioning […]
Case Study | Maggi Ban – Crisis And Repositioning In India
Maggi is a well-known brand that everyone knows. It is a brand that needs no introduction. Since 1947, the Nestle brand has included instant noodles, seasonings, and soups. Among all of its products, Maggi was the first to introduce protein-rich vegetable dinners to the market, followed by prepared soups. 1983 was a watershed moment in […]
Case Study | Hello Kitty – The Cat That Conquered The World
‘We recognize and accept that we have failed to meet everyone’s expectations. We sincerely apologize and ask for your forgiveness for any inconvenience and disappointment this may have caused. We wish to extend our sincere apologies and thanks to the Singapore Police Force, Ministry of the Environment, Singapore Civil Defence Force, and everyone who has […]
Case Study | A Push To Build Equity By AstraZeneca Through Nexium
A targeted effort that supported the 2001 launch of AstraZeneca’s gastroesophageal reflux disease (GERD) treatment Nexium (esomeprazole) struck a fine balance in building brand equity while encouraging appropriate use of the new medication. Nexium succeeded Prilosec (omeprazole), the long-time market-leading proton pump inhibitor (PPI) that achieved US sales of $3.7 billion in 2001. Research showed […]
Case Study | Branding Brief – Updating Betty Crocker
In 1921, Washburn Crosby Company, makers of Gold Medal flour, launched a picture puzzle contest. The contest was a huge success—the company received 30,000 entries—and several hundred contestants sent along requests for recipes and advice about baking. To handle those requests, the company decided to create a spokesperson. Managers chose the name Betty Crocker because […]
Case Study | Nike And The Sense Of Having A Brand Mantra
A brand with a keen sense of what it represents to consumers is Nike. Nike has a rich set of associations with consumers, revolving around such considerations as its innovative product designs, its sponsorships of top athletes, its award-winning advertising, its competitive drive, and its irreverent attitude. Internally, Nike marketers adopted a three-word brand mantra […]
Case Study | Coca-Cola Learned Branding Lesson The Hard Way
One of the classic marketing mistakes occurred in April 1985 when Coca-Cola replaced its flagship cola brand with a new formula. The motivation behind the change was primarily a competitive one. Pepsi-Cola’s “Pepsi Challenge” promotion had posed a strong challenge to Coke’s supremacy over the cola market. Starting initially just in Texas, the promotion involved […]
Case Study | Levi’s – Aiming at the Echo Boomers
In 1986, Levi Strauss & Company found that the best way to stay true blue to its customers was to change its colors. Riding high on the results of a recent “back to basis” campaign with its flagship 501 brand, Levi’s was enjoying reinvigorated jeans sales. But the good news was followed by bad. Research […]
Case Study | Old Spice – The Advertisement That Took The Brand By Storm
Old Spice has been a long standing global brand of cosmetics for men. Their range includes after-shave lotion, lather shaving cream, talcum powder, shampoos and hair cream. In India the first and most successful product launched was after-shave lotion. In the year 1986, the market share of Old Spice products in India was as follows: […]
Case Study | Sosyo’s Comeback Amidst Rising Competition
Sosyo, a brand of Surat-based Hajoori & Sons presents an interesting example of comeback. Sosyo enjoyed customers in a niche market who liked its unique fruity taste. The brand was mainly limited to Western India with its presence in Gujarat and Maharashtra. Its presence, over five decades, made Sosyo the preferred brand by certain sections […]
Case Study | Countering Competition: The Nirma Way
Karson Bhai Patel introduced Nirma washing powder in 1969 as a sole product. This product created its own niche of economy value for money washing powders. The company extended its detergent and soaps line to both as a launching offensive and a defensive moves: In 1987, Nirma detergent cake was introduced in the territory that […]
Case Study | Journey From Wills Cigarettes To Wills Sports
Wills was in the cigarettes business for over three decades. It was one of the hottest selling cigarette brands in India from the ITC stables. The ‘Made for Each Other’ line had been so closely tied to the brand that it gave the brand very high recall. In terms of visuals, Wills conjured up images […]
Case Study | Dettol – Extending Brand Products
Dettol provides perhaps the best Indian example of brand extension. It demonstrates how a product which is not something delightful to have in your home could be extended to reach out and achieve higher targets. Dettol is a product that is over a half-century old. People all over the globe have grown up experiencing the […]
Case Study | How Nokia Built A Powerful Technology Brand
It is the era of 2000s. The world of parity has hit the mobile phone market just as it has many other technology product categories. The products range from the simple to the complex, but every manufacturer offers, of course, the latest features. Leapfrogging in sales between brands frequently occurs based on design. But overall […]
Case Study | How FedEx Pioneered Internet Business in the Global Logistics Industry
FedEx Corporation created its own website form in 1994, it is the first step and basis for the company to develop its e-commerce. FedEx.com is the first transportation website that could accept the one-line order for package tracking and allow the customers to transact the business by the Internet. We bring you an interesting Fedex case […]