+Many pharma brands in India become stagnant. can they be brought back to life? can they become vibrant? Learn how Vivek Hattangadi www.theenablers.org
2. Stagnant Brand - I
Stagnation is a prolonged period of little or no
growth over an extended period of time - after a
vibrant growth phase
Growth is less than 50% of the segment growth
The brand is also losing market share
Vivek Hattangadi2 Stagnant to Vibrant
3. Stagnant brand – II
Stagnation of a brand can sometimes occur naturally,
when the segment itself is showing growth of < 5%
The rate of decline for that brand is rapid and the
continues to decline and the demand is decreasing
Vivek Hattangadi3 Stagnant to Vibrant
4. Pay Attention to Warning Signs
Be vigilant
Acknowledge and discuss any problems
encountered
You can have a chance to avert disaster before it’s
too late
Vivek Hattangadi4 Stagnant to Vibrant
5. If you want to prevent your brand from dying,
pay close attention to shrinking Rxer base
Do a Brand Audit
Vivek Hattangadi5 Stagnant to Vibrant
6. What is brand audit - I
A brand audit is a thorough examination of a brand's
current position in the market compared to its
competitors
It is a review of its effectiveness
You determine the strength of your brand - with its
weaknesses or inconsistencies
Vivek Hattangadi6 Stagnant to Vibrant
7. What is brand audit - II
Brand audit is to the Brand Manager is what a
financial audit is to the accounting department
An organized review of the health of your brand
It is an examining your brand activities
Brand audit can be external as well as internal
Vivek Hattangadi7 Stagnant to Vibrant
8. Purpose of a brand audit
The purpose behind a brand audit is plain
and simple ~ to gain a fundamental
understanding of where your brand stands in
its current state
Vivek Hattangadi8 Stagnant to Vibrant
9. What can you audit?
Internal External
Positioning Corporate identity
Brand values Logos, other brand elements
Unique selling proposition Collateral - brochures, print
materials, tradeshow
displays
Brand promise Website
Brand essence Social media
Vivek Hattangadi9 Stagnant to Vibrant
10. Tools for brand audit
Perception study
Johari Window
SWOT Analysis
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11. Perceptual mapping
The perceptual map visualizes competitive landscape
Shows how your brand stacks up in the mind of your customers
Identify two dimensions, such as two important customer needs
(say Price & Quality or Cost & Performance or Amateur &
Professional) and plot competitors on these two dimensions
The resulting graph allows comparison of your brand to
competitors
Vivek HattangadiStagnant to Vibrant11
12. My Perceptual Map Cars in India (My Personal Perception)
Vivek HattangadiStagnant to Vibrant12
QUALITY
P
R
I
C
E
Mercedes º
Audi º
BMW º
Nano º
Skoda º
Beat º
Swift º
Alto 800 º
Alto K10 º
Nissan Micra º
This my
perception and
could be right or
wrong.
THIS IS ONLY FOR
ACADEMIC
PURPOSES.
Vivek Hattangadi
www.theenablers.org
Volkswagen º
13. My Perceptual Map of Pharma India (My Personal Perception)
Vivek HattangadiStagnant to Vibrant13
EFFECTIVENESS
P
R
I
C
E
S
TROIKAA º
AVENTIS º
GSK º
GENERICº
ERICA º
FDCº
INTASº
MACRON-Kº
BADDIº
SUN PHARMA º
PS: This is my
personal
perception. I could
be right or wrong.
THIS IS ONLY FOR
ACADEMIC
PURPOSES.
Vivek Hattangadi
www.theenablers.org
HUMANKINDND º
14. Johari Window
Vivek HattangadiStagnant to Vibrant14
Open self - Known to
Self
Information about me
that I know and others
also know
Blind self - Unknown
to Self
Information about me
which others know but
I don’t know
Hidden self – Unknown
to others
Information about me
which I know that others
do not know
Unknown self –
Unknown to all
Information about me
which I don’t know and
others also do not
know
16. JoHari Window for a Brand Audit - 1
Vivek HattangadiStagnant to Vibrant16
‘B’ – Knows
but does not
use your
brand
‘D’ – Knows
and uses
your brand
regularly
‘A’ – Does
know nor
uses your
brand
‘C’ – Does
not know -
infrequently
uses your
brand
Knows
Uses
17. JoHari Window for a Brand Audit - 2
Vivek HattangadiStagnant to Vibrant17
‘B’ – Knows
but does not
use your
brand
‘D’ – Knows
and uses
your brand
regularly
‘A’ – Does
know nor
uses your
brand
‘C’ – Does
not know -
infrequently
uses your
brand
Knows
Uses
18. JoHari Window for a Brand Audit - 3
Vivek HattangadiStagnant to Vibrant18
‘B’ – Knows
but does not
use your
brand
‘D’ – Knows and
uses your brand
regularly
‘A’ – Does
know nor
uses your
brand
‘C’ – Does not
know but
infrequently
uses your
brand
Knows
Rxs
23. You can adopt two strategies
1. Rebranding – Which can
revitalize a stagnant brand
2. Relaunching – Treat it like a
new product
Vivek Hattangadi23 Stagnant to Vibrant
25. 5 strategies can be thought of
Through brand audit, dig beneath the surface to find
the root problem
Create a solution
Intelligent and thoroughly examine the existing
problems
Vivek Hattangadi25 Stagnant to Vibrant
26. Strategy 1 – Change Direction
Maintaining status quo is not a viable solution
Blow the dust off your brand – Reinvent
Ask: Are doing the same things as others?
Vivek Hattangadi26 Stagnant to Vibrant
27. Strategy 2 - Broaden visibility
Change and enhance the perception of your brand –
example size, low price
Discover what can set you apart from your
competitors
Vivek Hattangadi27 Stagnant to Vibrant
28. Strategy 3 - Narrow the scope
Narrowing scope is not a negative – play on
strengths - firmly establish your brand as the only
source of specific benefits
It can actually be hugely positive, as if you have
taken your target audience and aimed for the bull’s
eye
Vivek Hattangadi28 Stagnant to Vibrant
29. Strategy 4 – Change the internal culture
Changing the internal culture has an impact upon
every stakeholder from employees to Rxers
This can rejuvenate the internal morale that has gone
stale
It can enliven pride, restore confidence
It can renew competitive spirit and create an army of
advocates
Vivek Hattangadi29 Stagnant to Vibrant
30. Strategy 5 – Change brand personality
Personality puts the “person” in your brand and
gives it life
Rebranding can refresh public image by enhancing
brand’s personality
Garnering new Rxers - thanks to an updated brand
personality helps in building your brand
Vivek Hattangadi30 Stagnant to Vibrant
33. What is relaunching
A brand relaunch reintroduces a previously marketed
brand to improve its sales, market share and profits
Re-launching a brand means thinking beyond a new
design or a new name. It means, “going deeper”
This happens not only for brands which not doing
well but also for brands doing well but would like to
do better
Vivek Hattangadi33 Stagnant to Vibrant
34. Strategy1
Keep all elements of the mix the same but reposition
the brand in the minds and hearts of Rxers
The entire repositioning exercise can change the
perceived value of the brand
The elements used would be in the area of the
communication mix including the packaging
Vivek Hattangadi34 Stagnant to Vibrant
35. Strategy 2 – Revamp
Revamp every element of the marketing mix
including the brand logo, the product ingredients and
pricing,
Bring it out with a new price
Bring it out as a new avatar
Vivek Hattangadi35 Stagnant to Vibrant
36. Strategy 3 - Communicate
Communication is key in any relaunching effort very
clearly
Communicate internally
Communicate keeping external customers abreast of
the coming changes
Vivek Hattangadi36 Stagnant to Vibrant
37. Strategy 4
Do not abandon current strengths
However, do adapt to changing environment
Effectively balance present and the new
Vivek Hattangadi37 Stagnant to Vibrant
38. What relaunching can do?
Rebranding can revitalize a stagnant brand
Can increase brand awareness
Create new Rxers
Vivek Hattangadi38 Stagnant to Vibrant
39. Relaunch – via Nexus
Vivek Hattangadi39 Stagnant to Vibrant