DESCRIPTION OF BRAND REVITALIZATION ALONG-WITH CASE STUDY OF MCONALDS

1. Submitted to: Submitted by:
Prof. Sultana Mazumder Parishma Dutta (GM20/17)
Associate Professor Juvayeer Ahmed(SM05/17)
Shweta Shrestha(SM09/17)
Pinky Boro (GM21/17 )

2. • INTRODUCTION
• WHY BRAND REVITALIZATION
• METHODS
• CASE STUDY
• CONCLUSION
• REFERENCES

3.  Marketing strategy adopted when the product
reaches the maturity stage of product life
cycle & profits have fallen drastically
 An attempt to bring the product back in the
market

4. Take a long-term perspective.
Most brands take a long time to build, and
a long time to die.
Reviving a brand is also a
long-term initiative, typically
taking more than a
year or two.

5. WHY BRAND REVITALIZATION?

6. •Increased Competition
•Brand Relevance
•Globalization
•Mergers and Acquisitions
•Technology
•Legal Issues

8.  Increased Product Use
 Finding new users
 Enter new market
 Re-positioning
 Augmenting product &
services
 Customer Involvement

9. Is the brand worth reviving?

10. YES, Only if there is
significant residual
value in one or more of
the components of
brand equity

11. Brand equity is defined as ''the differential effect that
consumer knowledge about a brand has on the
customer's response to marketing activity,'' …
…..and ''consumer brand knowledge can be
characterized in terms of brand awareness and brand
image dimensions''.

12. CASE STUDY

13. “McDonald’s vision is to be the world’s best quick
service restaurant experience. Being the best means
providing outstanding quality, service, cleanliness,
and value, so that they make every customer in every
restaurant smile.’

14. McDonalds
• Sales were in decline.
• Market share was shrinking.
• Franchisees were frustrated.
• Employee morale was low.
Customer satisfaction was
even lower.

15. What Went Wrong?
• Many things contributed to the decline of the
McDonald’s brand between 1997-2002.
• The brand had been declining slowly,
painfully, and publicly for some time.
• Some of the reasons are:
• Renovation
• Innovation
• Marketing

16. •Focused on cost reduction
instead of quality growth of the
top line.
•Focused on monthly promotions
rather than on brand building.
•Focused on monthly promotional
tactics designed to drive short-
term sales at the expense of
brand equity.
•Focused on increasing outlets
instead of increasing sales.
•Unhealthy food.

17. Rule #1: Refocus the
Organization
•
•
•
•
Brand Purpose and Goals
Financial Discipline
Operational Excellence
Leadership Marketing
Rule #2: Restore
Brand Relevance
• Thorough Knowledge of
the Market Needs-Based
• Market Segmentation
• Customer Insight Brand
Promises.
Rule #3: Reinvent
the Brand
Experience
Innovation
Renovation
Marketing Fair Value
Total Brand
Experience
Rules of revitalization By Larry Light

18. Rule #4: Reinforce a
Results Culture
• Measurable
Milestones
• Balanced Brand-
Business Scorecard
•
•
Recognition and
Rewards
Rule #5: Rebuild
Brand Trust
• Internal/External
Commitment and
Behavior
Rule #6: Realize
Global Alignment
• Plan to Win
Eight Ps: Purpose, Promise,
People, Product, Place,
Price, Promotion,
Performance
• Freedom Within a
Framework
More Customer
More often
More loyal
More profitable

19. CONCLUSION

20. •“Brand Revitalization”, Tahira Umair, Haseeb
Baloch,Tehreen Bint Ilyas, Fraz Azmat, M. Ubair,
Mashal Mahmood, Ata Ul Hussnain
•“What is Brand Revitalization? definition and
meaning”, https://businessjargons.com/brand-
revitalization.html