Boosting Established Brands Through Marketing Innovation

This emphasizes the strategic importance of revitalizing established brands rather than solely focusing on new product development when sales stagnate. It argues that neglecting existing products, even those with high market share, can lead to their decline if their value or proper use isn't continually communicated. Through case studies of Suntory's The Premium Malt's and the sheet mask brand Lululun, it illustrates how redefining product value for specific consumer contexts and addressing consumer misunderstandings can lead to significant sales recovery. It highlights that effective marketing can unlock untapped potential within existing product lines, often proving more beneficial than introducing new offerings that may dilute resources.