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Kelvinator which ruled Indian refrigerator market but it misplaced its place because it droped into a cobweb of control issues. Whirlpool did not buy Kelvinator mainly because it had the rights for the brand only till 97. So over these years, Whirlpool harvested Kelvinator while producing its own brand.
When the brand came back to its first owner, Electrolux did not experienced the money to build this baby. In june 2006, Kelvinator was killed. A single brand which failed only due to wrong marketing strategy is definitely Liril.
When the brand premiered the Liril girl started to be the talk of the town. Liril was added to the quality platform from its birth. The girl as well as the waterfall together with the unique jingle ensured the freshness is experienced by the target audience. But the manufacturer did not alter its position pertaining to 25 years. There was clearly a stir of brand commences during the past ten years and Liril was sleeping all the time ” may be relaxing on the lauro. Liril attempted to introduce the Icy mint variant extremely late and that too with a different jingle and imagery.
But it did not work plus the product failed. Canada Dry out was launched in India in 1995. The brand name, from Cadbury Schweppes, was a highly well-liked brand of fizzy drinks across the globe. The rand name has positioned itself as champagne as well as the taste was different and refreshing. The manufacturer was likewise promoted seriously in various media. The advertising featuring the snow and tiger returns the nostalgia about this manufacturer. The brand was positioned being a premium frosty drink. Yet alas, the rand name did not last too long available in the market.
In 1999 CocaCola took over the beverages organization of Cadbury Schweppes and like GoldSpot and Limca. Coke killed this brand. The sole reason for Softdrink to kill these brands was to make way for Coke’s original brands. Vanilla Softdrink was touted as the greatest innovation as Diet Coke in 1983. Vanilla Cola was marketed in old style style. The manufacturer had Vivek Oberoi, the then Bollywood flame promoting the brand within an unusual design. Vivek sported the vintage look with typical mix of Elvis design plus Shammi Kapoor design in an Older Lamby Scooter screaming Wakaw.
The advertisings were definitely clutter breaking and supported by 360 degree branding work that made certain good publicity. The brand also got in to viral marketing. But the brand failed because of either poor taste or premium prices. The failing of Vanilla Coke is a classic circumstance that proves that Advertising is not only a perfect science. There is no formulation or theory that can help to make a brand effective. To Quote Kotler “Marketing is easy to teach and appreciate but challenging to practice”.
