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Brand Management
1. Even for the most dedicated of ice
cream lovers this multicultural marketing blunder may prove a little hard to
swallow. Meerut-based MVF Products launched ice-cream cones by the name of
“Hitler”. The brand’s cartons carried a picture of a stern-looking Adolf Hitler
dressed in a brown blazer. In response to its marketing, critics tweeted
extensively with crude remarks such as “Height of tastelessness; Indian
ice-cream named after Hitler. Would the Germans name a sausage after
Godse?" The brand marketers however justified their stance by stating that
the brand name was inspired by an uncle in the family known for his
short-temper; and nick-named Hitler. Needless to say, the brand’s name and
identity suffered from severe criticism for being inappropriate and
insensitive. Not just the brand name, but even while choosing other elements of
the Brand, the marketer must keep in mind certain criteria to avoid such
multi-cultural blunders. Discuss the six-point criteria for choosing the Brand
elements. (10 Marks)
2. Nestle is planning to come
up with a range of coffee-based products such as face wash, face exfoliating
scrub, face mask, face cream, body mist, lip balm etc. under its Nestle brand.
What is the branding strategy that Nestle should adopt for this new product
range? Suggest how the company can create brand associations for its new
product range leveraging secondary associations from its existing brand. (10
Marks)
3. Chocberry has undergone a major
transformation over time. It has evolved from being a confectionery business
into an international business with significant interests in confectionery and
entertainment for kids worldwide. Growth through acquisition had enabled the
group to build up a large portfolio of well-known brands. However, slowly it started
becoming clear that not all of its products were contributing equally well to
its overall profitability. This case study looks at how Chocberry adopted a
business philosophy of selling chocolate products to children either directly
or through their parents.
Revitalising brands
Chocberry's
famous brands include: Chocberry's Milky Way, Nutty Buddy and SilkyChoc. Good
brands are valuable assets, but still need support especially when children are the main consumers and
parents the main buyers. There is also a time lag challenge. Children, who stop
being consumers of their parents' chocolate purchases when aged 12 or 13, have
to be encouraged back to the product as buyers of it when they themselves
become parents, perhaps 15 years later. Chocberry decided that its chocolate
products aimed at children were most in need of a new approach. But how best to
achieve it?
Advertising dilemmas
Since different chocolate-based products
appeal to different age groups, Chocberry needs to offer a wide product range.
Each product needs promotion, which implies an advertising budget for each
product line, which is very expensive. One approach is to promote the firm as a
whole, that is, raise awareness of Chocberry's, in the hope that this in itself
will boost sales across Chocberry's product range. However, a catch-all
approach can be rather hit or miss and may produce a poor return. Another way
around this is to promote chocolate consumption in general. This approach would
require co-operation between competitive producers and implies some loss of
control for Chocberry's. In line with its adding-value approach, the challenge
to Chocberry was to promote its child-orientated products in a cost-effective
manner.
From within Chocberry came an
interesting, attractive proposal based on some solid propositions:
For children, consumption
is linked to having fun. Any consumption that children regard as fun will also
appeal to their parents, who do the spending.
Other companies manage to associate
consumption with children having fun. For example, Disney offers Disneyland,
where, in the course of having a good time,
children meet loveable characters whom
they link with the purchases that parents make on their behalf, such as cinema
tickets, videos, cuddly toys.
On somewhat similar lines, the company
Chocberry, also has 'a place where chocolate is made'. This place is an asset
that can be further developed into a Chocolate World. Chances are, that it
shall prove to be a huge attraction to thousands of visitors each year.
Out of this line of thinking came a new
Chocberry creation - Chocberry LAND – a chocolate world, chocolate factory of
its kind. Chocberry already has separate chocolate lines aimed principally at
children: Chocberry Shots, Stars, Perky. What was needed was a new 'umbrella'
that gave them some togetherness whilst preserving their separate identities.
The concept of Chocberry LAND had to be
suitable for promotion through the various media forms and flexible to survive
the addition and subtraction of brands.
Chocberry
LAND will capitalise on children's love of likeable characters placed in a
world of their own. A character shall be attached to each brand. The
character's persona will reflect the brand. For instance, Buttons will be 'a
bit dizzy and will giggle a lot', Wildlife will be 'an eccentric old buffer'
and Fudge will be 'a bit of a loony'. In Chocberry LAND, each character will
contribute in an endearing way to the making of 'their' product. A child
consumer and his chocolate-related adventures will offer the route by which the
visitors shall enter and enjoy Chocberry LAND. Children will feel comfortable
with all this, because they are already familiar with the brands. The
experience of seeing their favourite chocolates being made – a tempting world
of chocolates – will be a one of its kind.
The
challenge before the marketers will be to build the brand equity for Chocberry
LAND.
a. Who should be the key target consumer
(s) for Chocberry LAND and what should be the positioning to reach out to them?
(5 Marks)
b. What are the various communication
tools which can help in building the brand equity of Chocberry LAND? (5
Marks)
 |
| Chocberry has undergone a major transformation over time. It has evolved from being a confectionery business |
Assignment Solutions, Case study Answer sheets
Project Report and Thesis contact
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ARAVIND – 09901366442 – 09902787224
