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AEREN FOUNDATION’S Maharashtra Govt. Reg. No.: F-11724

AN ISO 9001 : 2008 CERTIFIED INTERNATIONAL B-SCHOOL

SUBJECT: BRAND MANAGEMENT

COURSE : Total Marks : 80

Case Studies for Analyzing :

1) There are six cases

2) Case 4 (compulsory) : 24 marks

3) You have to attempt only other four cases, which carries 14 marks each (i.e 14 x 4 = 56 Marks)

CASE - 1 (14 Marks)

OLD SPICE COSMETICS FOR MEN

Old Spice has been a global brand of cosmetics for men. Their range includes, after-shave

lotion, lather shaving cream, talcum powder, shampoos and hair cream. In India the first and

most successful product launched was after-shave lotion.

In the year 1986 the market share of Old Spice products in India was as follows:

• After-shave lotion 65 per cent

• Lather shaving cream 9 per cent

• Talcum powder 1 per cent

• Shampoo — trace

• Hair cream — trace

Colfax Laboratory Ltd., the manufacturers had been marketing the products in the west through

departmental stores. They planned strategy to boost their products sales in India in 1987. They

decided to reduce reliance on after shave lotion and promote other products as well, as they had

found there was good market for other products too.

• Shampoo — As Colfax had only one type of shampoo, whereas competitors had several types,

they decided to lie low on this product.

• Talcum powder — As talcum powder was purchased mostly by women, and Old Spice was a

brand for men the sale were restricted.

Hence, it was decided to promote lather shaving cream along with aftershave lotion as the

two products complemented each other.

Market survey gave the following figures of use of cosmetics by men:

• Shaving cream is used by 94 per cent men

Table : Success of Campaign

Year

1986

1987

1988

1989

Volume

100

131

158

213

Value

100

134

180

277

The market share also improved as can be seen from the Table above (given in percentage).

Table : Market Share

Year

1988(%)

1989(%)

1990(%)

1991(%)

1992(%)

Old Spice

13.1

16.2

19.2

26.8

33.5

Palmolive

34.5

33.4

36.9

35.5

33.6

Godrej

19.5

20.2

18.7

18.6

19.3

Old Spice brand has remained one of the most respected brands worldwide. In 1988, lather

shaving cream advertisement was among top ten advertisements in the world.

a) Make an alternative advertising plans for Old Spice. Has the advertising

helped the brand to gain grounds in India? Please give your comments.

CASE 2 (Marks 14)

KINETIC HONDA

Before Kinetic Honda 100 cc scooter was introduced in the Indian market, all the other scooters looked almost

alike. Kinetic was a differentiated scooter, because of its sleek looks, aerodynamic styling and it manufacturers

felt these attributes were enough to outsell other scooters in the market like Bajaj, and LML. However, the

scooter sales did not pick up the envisaged volumes in the market. In April 1986, the position was as follows:

• Kinetic Honda had sold 11,000 scooters with 2.1 per cent of market share.

• Bajaj Auto lead with 3,80,000 scooters sold with 73 per cent market share.

• LML sold 1,09,000 scooters with market share of 21 per cent.

Kinetic had launched their scooter with unique features, electronic start, automatic gear shift, automatic

choke, built-in turning indicators, wind tested streamlines design, and plastic bright colours.

The market survey conducted by the marketeers indicated that the reasons for poor market

acceptance were as given:

• Unfamiliar design

• Was considered lightweight and therefore flimsy

• Power of the scooter at 100 cc was considered less strong than Bajaj’s 150 cc scooter

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AEREN FOUNDATION’S Maharashtra Govt. Reg. No.: F-11724 AN ISO 9001 : 2008 CERTIFIED INTERNATIONAL B-SCHOOL SUBJECT: BRAND MANAGEMENT COURSE : Total Marks : 80 Case Studies for Analyzing : 1) There are six cases 2) Case 4 (compulsory) : 24 marks 3) You have to attempt only other four cases, which carries 14 marks each (i.e 14 x 4 = 56 Marks) CASE - 1 (14 Marks) OLD SPICE COSMETICS FOR MEN Old Spice has been a global brand of cosmetics for men. Their range includes, after-shave lotion, lather shaving cream, talcum powder, shampoos and hair cream. In India the first and most successful product launched was after-shave lotion. In the year 1986 the market share of Old Spice products in India was as follows: After-shave lotion 65 per cent Lather shaving cream 9 per cent Talcum powder 1 per cent Shampoo — trace Hair cream — trace Colfax Laboratory Ltd., the manufacturers had been marketing the products in the west through departmental stores. They planned strategy to boost their products sales in India in 1987. They decided to reduce reliance on after shave lotion and promote other products as well, as they had found there was good market for other products too. Shampoo — As Colfax had only one type of shampoo, whereas competitors had several types, they decided to lie low on this product. Talcum powder — As talcum powder was purchased mostly by women, and Old Spice was a brand for men the sale were restricted. Hence, it was ...
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