revitalizing the brand
TRANSCRIPT
PRESENTATION ON REVITALIZING THE BRAND
Presented By
GiriDhar Katti(MBA-12-10)
Central University of Karnataka
THE YAMAHA STORY
Yamaha Piano offers an example of how a declining market can be Revitalized, After decades of investment and efforts.
Its captured 40% of Global Piano market
Declining by 10% every year.
And they were finding difficult to maintain shares
Yamaha responded by developing the “YAMAHA DISKLAVIER” which introduced INTO THE us IN Jan 1988
Revitalizing The Brand
CONT…
It functions and plays just like comparable YAMAHA PIANOS, except that it also includes that an electronic control system
This system is based on a combination of digital and optical technology which can distinguish among 127 different degree of strength and speed of key touch.
Because of the digital base, Each keystroke can be recorded with great accuracy and stored on a 3.5 Disk(Disk can be used to replay a piece exactly
Revitalizing The Brand
CONT…
Revitalizing The Brand
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The tempo can be adjusted up to 20% faster or 50% slower in order to capture a different sound.
The composition can also be transposed into a different key, to allow different sounds
Students can also from the one hand.
It can be connected to digital instruments which will provide the professional musician additional flexibilities in producing music.
Revitalizing The Brand
CONT…
A teacher can use the record/replay, especially
with the slow-down option to demonstrate
technique or to help display errors or
deficiencies in play.
Linking piano with a source of background
music can serve more enjoyable and useful to a
student demonstrate
A Disk of a student’s early efforts can provide a
baseline record against which to demonstrate
laterRevitalizing The Brand
CONT…
The YAMAHA PainoSoft Library allow user to obtain and present specially prepared recorded versions of selected live performances of the best artists.
The high end piano was being replaced in the market by keyboard costing small fraction of the price-but DISKLAVIER provided response. those who were proud of their furnishing and wanted to look, sound, and feeling associated with real piano, now had another option.
Its revitalized a declining industry.
Revitalizing The Brand
CONT…
3 years after its introduction the Disklavier which sold for $9,000 to $25,000
And became the leader in the industry and presented 20% of Yamaha piano sales.
And half of he buyers had already a piano.
They have introduced Another music oriented business called ‘RETRO FIT” which turns existing pianos into a version of the Disklavier.
They faced declining market, They have not reduced price, adding differentiating features to improve margin and market share or milking the business and instead of competing the competitors they have developed a product breakthrough which created niche
Revitalizing The Brand
CONT…
The revitalizing the brand, the goal is not only to generate added sales levels but to have them based upon enhanced equity, a move which often involves improved recognition, enhanced perceived quality, changed associations an expanded customer base and increase loyalty.
In fact the revitalizing of a brand usually is substantially less costly and risky than introducing a new brand, which cost 10’s of millions and will more likely fail than succeed.
Revitalizing The Brand
7 AVENUES FOR BRAND REVITALIZATION
Revitalizing The Brand
1.INCREASING USAGE
When developing programs to increase
usage, it is useful to begin by asking some
fundamental questions about both user and
the consumption system in which the product
is embedded
Why isn’t the product or service used more..?
What inhibits the usage decision..?
How does the light user differ from the heavy
user in terms of attitude and habits...?
Revitalizing The Brand
INCREASE PRODUCT USAGE CAN BE MADE IN 2 WAYS
Revitalizing The Brand