Many years back this happened.
As I was drooling over this brand called DAMANIA, the news that made an appearance CHANGED ALL THAT
DAMANIA was in a financial mess.
The man who wore a KING's GOWN was BANKRUPT.
Now KINGFISHER is BANKRUPT.
OR is it KINGFISHER AIRLINE which is BANKRUPT?
When KINGFISHER stepped into AIRLINES business, the BRAND grew in AWARENESS and STATURE.
From a BEER GUZZLERS' BRAND it overnight transformed into a FAMILY BRAND.
The style, charisma that AIRLINES lend to those who embrace them helped took BRAND KINGFISHER a couple of notches HIGHER in stature and class.
This certainly would have rubbed off on the spirits business as well.
However the BRAND TEAM that includes the Promoter had one task which they needed to do at all costs.
They had to ensure KINGFISHER BRAND was managed in a manner which kept it financially safe at all times.
Everything else including GROWTH could have been sacrificed for this noble job.
They should have taken investment decisions with greater care.
Instead of growing WEALTH and VALUE what they landed up doing brought about a tumour-like GROWTH within the brand.
AND HISTORYjust repeated itself.
The story of DAMANIA got replayed.
KINGFISHER went fishing to the BANKS for survival.
The brand overnight lost STATURE which it had painstakingly EARNED.
This certainly would have rubbed off on the spirits business as well.
Which beer drinker today feels like a KING with KINGFISHER LIGHT?
Ask the men in the bar. "DO YOU FEEL LIKE A KING" with this bottle in your hand?
Does he really feel like kissing a beer called KINGFISHER and take a swig?
A brand that was built on STYLE and PANACHE appears wrecked at its foundation.
Should KINGFISHER have allowed the situation to come to pass in this way?
Shouldn't the reputation have been saved by getting the spirit business to support the airline business, if not for anything, just to save the BRAND KINGFISHER
When will and how long will it take for the BRAND to regain its lost lustre? Its EQUITY?
Wouldn't a healthy BRAND been better poised to RECOVER?
I fail to understand how a marketing maverick like Vijay Mallaya allowed things to come to pass in this manner
As I was drooling over this brand called DAMANIA, the news that made an appearance CHANGED ALL THAT
DAMANIA was in a financial mess.
The man who wore a KING's GOWN was BANKRUPT.
Now KINGFISHER is BANKRUPT.
OR is it KINGFISHER AIRLINE which is BANKRUPT?
When KINGFISHER stepped into AIRLINES business, the BRAND grew in AWARENESS and STATURE.
From a BEER GUZZLERS' BRAND it overnight transformed into a FAMILY BRAND.
The style, charisma that AIRLINES lend to those who embrace them helped took BRAND KINGFISHER a couple of notches HIGHER in stature and class.
This certainly would have rubbed off on the spirits business as well.
However the BRAND TEAM that includes the Promoter had one task which they needed to do at all costs.
They had to ensure KINGFISHER BRAND was managed in a manner which kept it financially safe at all times.
Everything else including GROWTH could have been sacrificed for this noble job.
They should have taken investment decisions with greater care.
Instead of growing WEALTH and VALUE what they landed up doing brought about a tumour-like GROWTH within the brand.
AND HISTORYjust repeated itself.
The story of DAMANIA got replayed.
KINGFISHER went fishing to the BANKS for survival.
The brand overnight lost STATURE which it had painstakingly EARNED.
This certainly would have rubbed off on the spirits business as well.
Which beer drinker today feels like a KING with KINGFISHER LIGHT?
Ask the men in the bar. "DO YOU FEEL LIKE A KING" with this bottle in your hand?
Does he really feel like kissing a beer called KINGFISHER and take a swig?
A brand that was built on STYLE and PANACHE appears wrecked at its foundation.
Should KINGFISHER have allowed the situation to come to pass in this way?
Shouldn't the reputation have been saved by getting the spirit business to support the airline business, if not for anything, just to save the BRAND KINGFISHER
When will and how long will it take for the BRAND to regain its lost lustre? Its EQUITY?
Wouldn't a healthy BRAND been better poised to RECOVER?
I fail to understand how a marketing maverick like Vijay Mallaya allowed things to come to pass in this manner
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