re branding 1

8/3/2019 Re Branding 1

http://slidepdf.com/reader/full/re-branding-1 1/17



*One of India's largest home- grown companies, Videocon has

had an image makeover that portrays it in a more modern

light.



Durables major Videocon rebranded itself in June 2009

• It shed its solid steel 'V' for amore fluid, lava like 'V', coupwith a new proposition – 'Experience change'.



The brand, has been in existence for more two decades, has managed to target middle csegments

It is perceived as a brand for the Indian miclass -- no frills, no glamour, simple, reliablehassle-free.

This rebranding exercise is being read as cueVideocon making forays into the premsegment.



However, in the high-end products segmVideocon is way behind Samsung and LG.

For example, the window air-conditio

category is doing well, not much is happeningthe brand in the split air-conditioner category

With the present generation of consummoving fast towards the premium segment, efor their first buys, the brand is not being seethe preferred one.



As a result, it is not able to cash in on the hgrowing segment, which is the premcategory of products. This prompted Videoto opt for a change.

It has decided to focus on the prem

segment and would now diversify into o

related high-growth categories with the lau

of its mobile services, handsets business IDTV/D2H (in-built set-top box with si

remote .



Videocon expects to double its turnover i

the next couple of years, and a large part o

the increase is expected to come from thes

high-growth segments.

The brand will also be positioned to make connect with the hearts and minds of young

at-heart consumers.



Adds, K R Kim, vice-chairman and CEO

Videocon Group, in a communiqué, "Th

rationale behind Videocon's brand evolutio

comes from our constant endeavour t

listen and respond to the changing marke

dynamics in India and overseas."



The re-branding comes after a major revie

the brand's advertising and media planning.

The group had put up the account, estimate

be in the region of Rs 200 crore.



To communicate the change in identity,

brand engaged in strong marketing initiat

and promotional campaigns across all

media, including print, electronic, radio various BTL and on-ground activi

marketing collaterals and visual merchandis



Fresh and Relevant It was a campaign that had a whiff of

fresh air and also projects a brand identitythat people can relate to easily.

Vibrant The green colour for the “V” logo is

Vibrant, appealing and also provides continuity from its earlier green products platform



Well Launched The decision to launch the campaign

the IIFA 2009 was a masterstroke since

guaranteed eyeballs and also combine

punch line with IIFA’s green pledge.



Mayan Jain(FC10143)

Annu Goyal(FC10130)

HitendraSingh

(FC10139)

Nitika(FC10150)

Akanksha(FC10124)

Dwijesh(FC10134)

re branding 1

Documents