Case study --- Small Colgate pizza

15-6-17

Some times a name itself becomes death nail for the success of a product. In 1980, a popular company launched a new product Lasagna. Lasagna is a food dish that consists of layers of pasta, sauce, and a filling such as meat or cheese and is baked in oven, often call small pizza. The intention behind was to encourage people eat branded frozen dinner and then brush the teeth with branded paste and branded toothpaste.

The name of the company which launched this product was Colgate. The product failed despite the fact it had everything including reasonable price, good quality and taste. Experts claimed that people could not be attracted because they could not associate the product with ‘Colgate’ brand. If the same product would have been promoted under ‘MacDonald’ or ‘Pizza Hut’ it would be successful. 

Q. Which element of exchange mechanism is missing?

Q. Which philosophy of marketing management was followed?

Q. Which characteristic of brand misguided the consumer?

COMPOSED BY   PATHAK SIR   @pathaksirbst ( at twitter)

send your views at avnishpathak18@gmail.com or at  @pathaksirbst ( at twitter)

To be continued..... 

Medicine Finance --- Case study

2-6-17

‘Sun Pharma’ is the largest Pharma (Medicine manufacturer) company in India. The present market value of the company is Rs. 1.2 lakh crore. Its annual revenue is more than Rs. 30,000 crore. From some time the market value of the company is declining continuously.

Finance management has find out two major reasons for the continuous decline in the market value of the company.

The promoter of the company Dilip Shanghvi made some unrelated investment in Oil, Gas and wind energy from the Cash generated from Sun Pharma Company.  Oil, Gas and wind energy are capital intensive ventures which require lots of funds. This put Sun Pharma into financial stress. This created worry in the mind of Investors and hence share price are on regular fall. The other reason is company had heavily invested in buying other company such as Caraco, Taro and Ranbaxy etc. However Investment made in these companies could not turn out profitable and became burden on the balance sheet.  

Q. 1 Find and define the finance management decision taken by Dilip Shanghvi?

Q. 2 Mention two factors affecting finance management decision in above case.

Q. 3 Name the financial process which went wrong. 

COMPOSED BY   PATHAK SIR   @pathaksirbst ( at twitter)

send your views at avnishpathak18@gmail.com or at  @pathaksirbst ( at twitter)

To be continued..... 

Changing BRAND names -- Case Study

 1-6-17
This drink was earlier on known as "Brad's drink" in 1890. Then it was re branded as "pep cola" in 1898. These days the brand name of this drink is "Pepsi".

This is a search engine. This search engine was first branded as "Back rub" in 1990. Then it was re branded in 1998. It picked the name from a mathematical term Googol, where 1 Googol = (10¹⁰⁰ )(1.0)^. These days the brand name of this search engine is "Google".

It was a small Japanese company named as ‘Tokyo Tsushin Kogyo’. Its products started making good sale. ‘Tokyo Tsushin Kogyo’ was a long name and difficult to recall. Promoters wanted a new brand name which will help in easy recall. Its new brand name was obtained from two words; ‘sonus’ (root of sonic) and ‘sonny’ (commonly used for a boy in America in 1950s). These days we know this brand name as ‘Sony’

Originally this company operated as shoe distributors. The company was known as ‘Blue Ribbon Sports.’ In 1971 it transformed its business. They needed a new brand name. Their new brand name signifies the Greek Goddess of Victory. The name is ‘Nike’ which is a very famous sports brand.  

Q. 1 what is meant by brand?

Q. 2 what is meant by brand name?

Q. 3 why above companies were forced to change their brand names? What limitation their previous Brand name had? What advantage their latest Brand name provided to them? 

COMPOSED BY   PATHAK SIR   @pathaksirbst ( at twitter)

send your views at avnishpathak18@gmail.com or at  @pathaksirbst ( at twitter)

To be continued.....