Gp 9 preserve the luxury or extend the brand

PRESERVE THE LUXURY OR EXTEND THE

BRAND?

Group 9 || Section ARaj (PGP30121), Abhishek (PGP30122), Arti (PGP30127), Deepali (PGP30132), Radhika (PGP30163), Divya (PGP30195)

BRAND MANAGEMENT

PROF. SAMEER MATHUR

Brand Extension – To do or not to do

Chateau de Vallois

Luxury Wine

Extend Brand??

Luxury Brand Extension?

2. Profitability

1.Brand Awareness

3. Brand Equity

Wait!!!!

Resistance from retailers

Cannibalize parent brand

salesOperational

Costs

Confused Customer

INDIAN CONTEXT

• India’s largest automobile manufacturer

• Entered Commercial Vehicle Market in 1954

Sedan Hatchback

suvTRUCKS AND BUSES

PRODUCT MIX

LUXURY CARS

TATA acquired Jaguar and Land Rover in 2008

Price rangeINR 42 lakhs – 3 crore

TATA entered affordable market by launching Tata Nano in 2008

Price RangeINR 2 lakhs to 2,5 lakhs

Target Market: Lower to Middle Income

Generates significant revenue

Maintains exclusive high-end jewelry collections

Launched collections for women in affordable segment: Starting from Rs 500

LUXURY BRAND: RITU KUMAR

•Forte of traditional Indian aesthetic•Price range: 5000-200000•Target Market: Affluent upper class•Occasion: Weddings, Parties, festivals

BRAND EXTENSION: LABEL – Ritu Kumar

•Launched in 2002•Target Market: Aimed at the young, global Indian woman with a contemporary lifestyle•Price Range: 2000-20000 •Occasion: Daily wears, Cocktail parties, Office wear

Preserving the Brand

• One of the most revered motorcycle brand in the world• Loyal Following

2009

DYNA SOFTAIL

TOURING STREETV-ROD

Price – 7 Lac

Price – 11 LacPrice – 16 Lac

Price – 23 Lac Price – 31 Lac Price – 5 Lac

SPORTSTER

Depressed Sales

Harley India Portfolio and PricesHarley Davidson Portfolio in India

Dilemma

Compete with Bajaj and Kawasaki- Brand Image Dilution

Maintain the current portfolio

Wind Up Operations

Import Components & not the entire bike

Preserve Luxury

Perfect fit with the parent brand

Resonate with the consumer’s

mindset

Ponds extension from beauty products to toothpaste failed

Ponds soft and caring

Toothpaste fights

Functional benefit mismatch

THANK YOU!