Rebranding an existing product which is a cash cow can be tricky and also a delicate process. It's vital that the customer base and the market share is not lost in the process of rebranding.

1. REBRANDING A PRODUCT

2. Issues a company needs to focus on:
 Reducing Cost
 Financial Issues
 Corporate Strategy Issues
 Market Research
 Operations Techniques
 Product Design Changes
 Value Analysis (8 Steps)
 Corporate Strategy Issues
 Life Cycle & Product Portfolio
Rebranding an Existing Product

3. Reducing Costs

4.  Looks at existing costs within the company
regarding the product Ulcercare. Look at the
cost associated with each area of the product.
 Cardboard Packaging - 33%
 Assembly/Packaging - 23%
 Glass Bottle/Cork - 17%
 Ulcer Fluid - 15%
 Cotton Buds - 10%
 Other - 2%
1. Financial Issues

5. Establish where the product fits
within the market.
Determine what stage of the Life
Cycle – it is now at.
Determine what stage it in now in, in
the Product Portfolio Analysis.
2. Corporate
Strategy Issues

6. Understand/Examine the
Competitors and Compare with
Ulcercare – reverse engineering
Establish Existing/Future Customer
needs from Ulcercare by seeking
customer/sales staff feedback
3. Market
Research

7.  Identify the most appropriate
technique that could be used to
reduce costs.
 Value Analysis
 Standardisation
4. Operations
Techniques

8. Product Design
Changes

9. Current Design

11. Value Analysis

12. Step 1 – Identify Product
Step 2 – Gather Information
Step 3 – Analysis of the products
functions
Step 4 – Discussion/Brain-storming
Value Analysis
Procedure

13.  Step 5 – Assessing Proposed Ideas
 Step 6 – Decision Making
 Step 7 – Implementation
 Step 8 – Evaluation of results
Value Analysis
Procedure

14. Corporate Strategy
Issues

15. Ulcercare Lifecycle

16. Product Portfolio Analysis

17. 1. Determine associated costs
with rebranding a well
known existing product
2. Analysis proposed design
changes
3. Find your product market
Conclusion