TEAM NO 5
IIT
KHARAGPUR
Abstract
For most of it’s history, Wokas was the leading brand of Indian AC market, which was characterized
by the dominance of only two players in the organized market. The somewhat dramatic arrival of all
leading global brands changed the demographics of the industry. The survival of the brand Wokas is
under threat from all quarters. Newer offerings have flooded the market and Wokas’ credibility and
superiority is questioned. The motivation to buy Wokas is presently low and not being helped by the
fact that its offered features don’t match up to competition. Dealers are underselling the brand and
service centres are apathetic to customer complaints. The increased affordability of AC’s
necessitates targeting more customer segments due to the emergence of the middle class. A failed
advertising campaign in the recent past has worsened the situation. The recent attempts at
improving the situation, like introducing AMC’s etc., have not resulted in a revival of the brand. Thus,
the problem is identified as one of brand repositioning, where we are trying to modify the
company’s strategy to focus on the brand’s competitiveness.
Prior to repositioning the brand, a comprehensive situational analysis has been carried out detailing
strengths, weaknesses, opportunities and threats (SWOT). The exercise of repositioning the brand is
carried out in two phases. The actions to be implemented in each phase are reasoned out based on
the priority of the goals they help to fulfil and the effectiveness in attaining those goals given the
constraints. We are aiming to infuse the brand with a new spirit through innovative technologies and
customer care initiatives. Our proposed two‐phase action plan covers various aspects of the
company’s operations including production levels, advertising focus, R&D priorities and customer
service strategies.
Detailed Report
Key Issues:
Brand repositioning, perfectly competitive market, globalisation, technology development, new
market s