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Tips For Re-branding Ceramic Products
Posted By: acwid* on 11/19/2004 9:24 PM (CST) 100 Points
we, manufacturing ceramic products in Indo. an interest to re-brand our products. we started sales our products thru more than 10 brands, when the Asia crisis start.

we are now thinking to re-branding our products, so far we are a player of mid and mid low segments. both segments now selling good but less profit, therefore we are interested to share and obtain tips for changes.

Posted by: Arshad* Accepted Answer
11/20/2004 2:28 PM (CST)
HI Acwid
It is a good to idea to re position brand.. however it is very important to know what you want to achieve through re positioning? Do you want to increase profitiability by charging premium price for your product hence you want re position your brand as premium brand. Or you want to re position in comparison to competition so that you can gain volume from competition. Or Your current brand has reached maturity hence you want to re position to bring back some excitement in the brand.
For any re position one has to really look at the market dynamics in detail & look for need gaps.
I hope i have manage to give you some direction.
Cheers
 
Posted by: nayantara* Member Response
11/26/2004 4:31 AM (CST)
Hi

Usually you would need to ascertain how the market for ceramics is faring. If there is good growth and if the top end of the market is showing good growth, you can re launch your brand in a premium segment.

There is always merit in operating at all ends of the price continuum. So keep a brand that is priced very low too.

nayantara

Multi Dimensions Research, India
 
Posted by: thinkmor Accepted Answer
12/9/2004 12:24 PM (CST)
Hi Acwid

One of the first things I would do is look at your Brand Equity & Value in all your brand portfolio.

This will be your chance to re-engage with your customers too (and all stakeholders) and really find out their perceived views of your brands so you can map them over you internal perspectives.

Use Porters 5 Forces, Gap analysis and QPA to get some actual data to support different perspectives and rationalise the options your current brands have and are under threat by.

Don't make the mistake of trying to re-position your low or middle brands to premium brands as I can't think of one single example where this has successfully be done over a long period of time.

It is much easier extend brands to low cost from a premium level than to try and do the reverse.

Trying to do this also will hugely impact your current customers and you will potentially lose a % of your regular buisness. What research have you done in terms of possible migration?

If you are not operating to capacity, then research premium brands and see growth levels across the board in your industry,
are there any opportunities you can capitalize through a niche market or channel? Brand alliance through co-branding with another product that synergizes with yours? Tricky complementing brand values but can be highly lucrative.

If you are considering 'New' premium brands your new product has to offer distinctive 'value' above your competition to your new target audience in either or combination in terms of quality, design, materials,function, image etc.

Simultaneoously, your new brand(s) should complement and add additional brand value to your overall corporate (umbrella) brand values if you have one?

Talk to your customers (direct, survey, focus groups etc) and engage with them to develop your plans and ask them to contribute their ideas too to add to your own R&D.

Look to your competitors, are there any potential weaknesses you can exploit?

Importantly, have you continuously asked " Why should customers buy our ceramic brands over competitors now and in the future?"

If you can explain this simply and honestly that shows clear unambiguous benefits to your customers then you really need to look at your 'overall strategy' not just your branding strategies.

Hope this helps.

Zahid Adil
 
Posted by: Sanjeev Kumar Vyas Member Response
12/19/2004 10:24 PM (CST)
So now you say you have 10 brands. are these 10 brands under a common umbrealla brand or are they all independent?
Which of these brands are you thinking of repositioning? I guess the reason for repositioning is that you want to make ur brand premium so which of these would you want to make premium?
Need some answers from your side to help you more.
Regards
Sanjeev
 
Posted by: mcherif* Accepted Answer
12/20/2004 8:17 AM (CST)
Hi,

The description you gave prompted me a warning: 10 brands for ceramic products seem to be a lot. Can you possibly give attention to all 10 brands. Aren’t you diluting your investments in branding, and wasting a chance to support 2-3 brands well enough so they are recognised by your customers and have each their own identity. I would suggest you have a look a this possibility.
Having one brand for higher-price, higher quality products would allow you targeting the profitable niche in your market, and having another for the mid-price segment and one for the entry price would allow you establishing a clear position for your products.

Hope it will help

Mehdi
 
Posted by: Val (Moderator)* Moderator Response
12/28/2004 6:34 PM (CST)
Hello all. I am closing this question, since its more than 10 days old. We do this to make sure members' contributions are rewarded in a timely manner and to improve the visibility of newer questions. Thanks, so much, for participating!

Val (Moderator)
 


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