Brands Bouncing Back

The following article is based on my own interpretation of the said events. Any material borrowed from published and unpublished sources has been appropriately referenced. I will bear the sole responsibility for anything that is found to have been copied or misappropriated or misrepresented in the following post.

Aayush Sharma, MBA 2015-17, Vinod Gupta School of Management, IIT Kharagpur

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PART II – WINNERS

After being hit by a major controversy regarding its contents, Maggi has already regained more than half1 of the market share in the instant noodles segment. Looking at the pace of the recovery, it is pretty clear that Maggi has been able to retain its powerful positive image in the minds of Indians, despite all odds.

Similar is the story of the Netflix, the US-based global provider of movies and TV series streaming services. After nearing a meltdown, Netflix bounced back from a near split2 into two companies. It has recently entered India as well.

Even behemoths like Tesco have to rejig their strategies for fighting competition. It did this recently by cutting prices, improving availability and customer service3. The result of this was that its sales – for the first time in three years – went up 0.9% in the fourth quarter of the previous financial year.

Some other popular brands and their stories are depicted in the following info graphic:

So how can brands ensure their continued dominance? Perhaps three things4 can be reinvention, having adequate back-up fire power to take risks and the vision to achieve big.

 

References:

  1. Business Standard article highlighting recent growth in Maggi’s market share (Apr 20, 2016)

http://www.business-standard.com/article/companies/maggi-back-with-a-vengeance-116042000031_1.html

  1. Forbes article on how Netflix came back from a near split (Oct 10, 2011)

http://www.forbes.com/sites/erikkain/2011/10/10/the-qwikster-is-dead-netflix-scraps-decision-to-split-into-two-companies/#4da9b4181d1e

  1. Marketing Week article (Apr 18, 2016)

How the Tesco brand recovered from crisis

  1. Business Standard article discussing these three things at length with examples (Apr 4, 2013)

http://www.business-standard.com/article/opinion/can-brands-bounce-back-113040400534_1.html

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