Business Case Studies, Brands & Branding and Private Labels Case Study, Electrolux, Consumer electronics in India

print page
Tell A Friend
Bookmark
 

Case Categories

Brands & Branding and Private Labels Case Study

IBS CDC IBS CDC IBS CDC IBS CDC RSS Feed
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

Buy This Case StudyOR





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

Recently Bought Case Studies

    Recently Bought Case Studies
advertisement

    Executive Interviews

  • Al RiesAl Ries

    Chairman of Ries, an Atlanta-based marketing strategy firm
    Speaks on Brands and Branding
  • P GopalakrishnanP Gopalakrishnan

    is a Vice-President, CavinKare International Business.
    Speaks on Brands and Branding
  • Richard RawlinsonRichard Rawlinson

    Richard Rawlinson, is a Vice President of Booz & Company
    Speaks on Marketing in a Downturn
  • View All Executive Interviews»







Contact us: IBS Case Development Centre, Survey No. 156/157, Dontanapalli Village, Shankerpalli Mandal, Ranga Reddy District, Hyderabad-501504, Andhra Pradesh, INDIA, Phone: 08147-236660/61/62/72, Fax: 08147-236653,E-mail: casehelpdesk@ibsindia.org

©2003-2013 IBS Case Development Centre. All rights reserved. | Careers | Privacy Policy | Terms of Use | Disclosure | Site Map xml sitemap