6 Brands That Successfully Repositioned After a Rough Patch

BANGALORE:  Over the years we have witnessed a lot of controversies related to famous brands. From packaged foods to restaurants most of the brands have gone under the scanner for various reasons, the most recent one being Nestle’s Maggi. But some of the brands fought their way to the top and came up with flying colors and re positioned their products to the market. Let us take a look at some of such brands and their products as compiled by live mint.

 Pepsi

The soft drink makers had to go through a rough patch during the early 2000s due to the high level of pesticides in the product. Not only Pepsi but also all the other soft drinks sell in the country had to face the music. 

After several months of ban India's health ministry has also dismissed the allegations, both questioning the accuracy of the data compiled by the CSE, as it was tested by its own internal laboratories without being verified by outside peer review.

Cadbury India Ltd

Cadbury India Ltd now named, Mondelez India Foods Pvt. Ltd) is the largest chocolate brand in the country. They began its operations in 1948 and have pioneered cocoa cultivation in India. Currently the brand operates in five categories such as Chocolate confectionery, Beverages, Biscuits, Gum and Candy.

But earlier in 2006 the company had to fight a lawsuit since its chocolate products were found plagued with worms. But they came back strongly with an advertisement casting ‘Big B’, which explained the functioning of their factories and the new packaging also contributed in repositioning their brand.

Flipkart

The e-commerce giants Flipkart had its big day on October 6th 2014, through ‘Big Billion day’. The sale was introduced as a promotional strategy, even though Flipkart achieved the target this led to public outcry and widespread criticism among consumers, competitors and partners, heavily damaging its reputation.

Most of the products were sold for less than cost price, and Flipkart was accused of killing competition. The promoters Sachin Bansal and Binny Bansal had to address the mass and apologies for the inconvenience caused. But over coming all the turmoil, Flipkart still manages to be on the top of their business. 

Gap

Gap is one among America’s favorite apparel retailers. The brand competes with multinational retailers like Zara and Forever21. The company had decided to give a fresh look by repositioning its products with a new logo in 2010. But unfortunately, the idea backfired for them. They had to face criticism all over the social media. Later they came up with an apology and decided to replace the new logo with the old one.

Yum!

American fast food Company, Yum is a Fortune 500 corporation, it operates the licensed brands Taco Bell, KFC, Pizza Hut, and Wing Street worldwide. But the multinational company had to face a tough time in the Chinese market from 2014.

The KFC’s under the brand was found selling expired products which resulted in their overall reputation. Even though they have put the blame on the supplier, Shanghai Husi and cut them off from the business the sales are still in a slow process of recovery.

 Tesco, Asda and Aldi

The horse meat in the packaged food products clamming to be beef was another food related controversy which caused chaos in UK in 2013. The controversy involved retailers such as Tesco, Asda and Aldi. This controversy questioned the safety and quality assurance within the food supply chain. National wide protest against the large scale meat exporters led to arrests and the retailers started finding alternative resources for their packaged meat by leaving behind the suspected vendors.

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