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Brands & Branding and Private Labels Case Study
Case Title:
Electrolux in India: Branding Blues
Publication Year : 2004
Authors: Dakshi Mohanty, T Phani Madhav
Industry: Home Appliances and Personal Care Products
Region:India
Case Code: BBP0006
Teaching Note: Available
Structured Assignment: Available
OR
Abstract:
Electrolux, the Swedish white goods giant, entered the Indian market in 1995. Though the company was an early entrant, it failed to grab market share like LG Electronics and Samsung who also entered India during the same period. The company frequently changed its branding strategies, resulting in unclear brand positioning and declining sales. Rajeev Karwal who took over as CEO in 2003 initiated steps to arrest the declining sales and review the brand.
Pedagogical Objectives:
- To understand how switching between multibranding and umbrella branding had resulted in unclear brand positioning
- To discuss Rajeev Karwal's strategies to turn around the company.
Keywords : Electrolux, Consumer electronics in India, Rajeev Karwal, Kelvinator, Multibranding strategy, Umbrella branding, Turnaround, Brands & Branding Case Study, Ram S Ramsundar, Repositioning, Rebranding
Contents:
- Introduction
- Electrolux in India
- Multi-branding strategy
- Umbrella branding
- Karwal's revival plan
- Advertising Agencies Employed by Electrolux in India
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