The Positive Diary

Would you like to taste cooking oil with soup?

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It certainly sounds delicious to the makers of Saffola Oil. Most of us are aware that Saffola stands for oil for the health conscious. Full marks to that.

Smelling success with Saffola brand, the management now plans to introduce a range of soup. Full marks to that too.

The brand for the soup will be Saffola. Zero marks to that.

Saffola Soup? With that brand they want to give Knorr Soups a tough time. Exactly the opposite would happen. Saffola team would be wasting their resources in trying to connect Saffola with soup. They would be better off with a different brand. Even if they can make a dent in the marketplace with Saffola Soup, I am worried that they would be putting their Oil in the Soup. Pun intended.

Good to remember that Kingfisher was a beer and not an airline.

That Nirma was a washing powder and not a bathing soap.

That Anchor are switches and not toothpaste.

I can go on and on with failures of brand extensions. There might be a few success stories… more as an exception than a rule. Especially people with deep pockets can get away with experiments. Marketers with average pocket money should never take a chance.

Well, there are mistakes businesses make. And there are antidotes. I have listed 101 of them in my book, ‘Your Enterprise Isn’t Dead. Yet.’ Can be downloaded at prakashbang.com

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Written By

Prakash Bang

Prakash Bang

A true entrepreneur, Prakash started his career with a capital of Rs 2000. At age 14 he pawned his mom’s jewelry to get started as a door-to-door salesman. He sold products of sorts including Chappals from Kolhapur, Chaddars from Solapur and Sarees from Surat. Barking dogs and slamming doors were his marketing university. Streets remain his alma mater. He is a Science graduate with Honours, holds a Masters in Business Administration and is a member of the Indian Management Association. Prakash is a visiting faculty at many management institutes, various Universities and sits on the Board of many companies in India and abroad. His marketing workshops have enlightened over 10,000 entrepreneurs & businesspeople. Always an entrepreneur, he and his ideas have been featured many times in major Indian media. He is the author of the book, “YOUR ENTERPRISE ISN’T DEAD. YET.” The book is a paradigm shift from popular management practices. The book has been acclaimed by stalwarts from the industry. He has also authored, “My 2 Cents Worth.” – A select collection of his posts that created some flutter on Social Media. An avid traveler, he is passionate about photography and takes pride in documenting his travels. So far, he has published 44 books on travel and has created a National Record by writing the longest travel blog. He is featured in Limca Book of Records and remains unbeaten since 2014. Marketing made him travel. Travel taught him marketing. Prakash lives in Pune half of the time. The other half even he doesn’t know.

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