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Namnbyte Av Varumärken: En Fallstudie Av Produkterna Jif Och Milda

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Namnbyte Av Varumärken: En Fallstudie Av Produkterna Jif Och Milda 2004:240 SHU EXAMENSARBETE Namnbyte av varumärken En fallstudie av produkterna Jif och Milda PATRIK HECKSCHER PETTER JAKOBSSON Samhällsvetenskapliga och ekonomiska utbildningar Institutionen för Industriell ekonomi och samhällsvetenskap Avdelningen för Industriell marknadsföring och e-handel EKONOMPROGRAMMET C-NIVÅ Vetenskaplig handledare: Rickard Wahlberg 2004:240 • ISSN: 1404 - 5508 • ISRN: LTU - SHU - EX - - 04/240 - - SE ABSTRACT The purpose of this thesis was to examine the circumstances around companies’ change of name on existing products. The thesis examines why companies are changing name on existing products and how companies act when changing name on a product. We performed a case study on the brands Jif and Milda. Jif is owned by the company Lever Fabergé, where the product manager was interviewed. Furthermore we performed an interview with the country brand manager to the brand Milda, which is owned by Unilever Bestfoods AB. In the study of the two objects has it come to light that the motive behind the name change was cost driven. To reduce the amount of brands in the portfolio gave benefits which led to simpler and less cost full marketing activities. When implementing of a name change should a risk appraisal, analysis and an accurate planning for implementation be central in the name changing process. Furthermore we came to light that a change of name is an effective procedure if a company has well dressed image about strategies and goals, implement the change of name with highest dedication and carry out accurate researching among consumers. SAMMANFATTNING Syftet med denna uppsats var att belysa förhållanden kring företags namnbyten på existerande produkter. Uppsatsen belyser varför företag byter namn på existerande produkter och hur företag går tillväga vid namnbyte på en produkt. Vi genomförde en fallstudie av varumärkena Jif och Milda. Jif ägs av företaget Lever Fabergé där produktchefchefen intervjuades. Vidare genomfördes en intervju med varumärkesansvarig för varumärket Milda som ägs av företaget Unilever Bestfoods AB. I studien av de två fallstudieobjekten har det framkommit att det motiv som låg bakom namnbytet var kostnadsdrivande. Att reducera antalet varumärken i portföljen ger fördelar genom att marknadsföringsaktiviteterna blir enklare och mindre kostsamma. Vid genomförandet av namnbytet bör riskbedömning, analys och noggrann planering för implementering vara centrala i namnbytesprocessen. Vidare kom vi fram till att ett namnbyte är en effektiv åtgärd om företag har väl genomtänkta strategier och mål, genomför namnbytet med omsorg samt gör noggranna undersökningar hos konsumenterna. FÖRORD Vi vill börja med att tacka våra respondenter, Niklas Juhlin, produktchef på Lever Fabergé och Karolina Johansson, varumärkeschef på Unilever Bestfoods AB. Vidare riktar vi ett stort tack till vår handledare Rickard Wahlberg för hans stöd och vägledning under uppsatsens gång. Slutligen vill vi tacka våra opponenter och studiekamrater som under arbetets gång givit oss goda råd som har resulterat i kontinuerliga förbättringar. Luleå juni, 2004 Patrik Heckscher Petter Jakobsson INNEHÅLLSFÖRTECKNING 1 INLEDNING ................................................................................................. 1 1.1 Bakgrund ....................................................................................................................1 1.2 Problemdiskussion......................................................................................................1 1.3 Syfte och Forskningsfrågor ........................................................................................3 2 TEORI ........................................................................................................... 4 2.1 Orsaker till namnbyte på existerande produkter ......................................................4 2.1.1 Skadat varumärke................................................................................................4 2.1.2 Omvärldsmiljön förändras ..................................................................................5 2.1.2.1 Marknaden..................................................................................................................... 5 2.1.2.2 Konkurrenterna............................................................................................................. 5 2.1.2.3 Kunderna ....................................................................................................................... 6 2.1.3 Förlorad rätt till varumärke................................................................................6 2.1.4 Vilja gå in på ny marknad ...................................................................................7 2.1.5 Sammanslagning eller uppköp ............................................................................8 2.2 Tillvägagångssätt vid namnbyte på en produkt.........................................................9 2.2.1 Varumärkesstrategi .............................................................................................9 2.2.1.1 Nulägesanalys.............................................................................................................. 10 2.2.3 Corporate branding eller multibranding? ........................................................10 2.2.3.1 Koncernnamn (corporate brands) .............................................................................. 10 2.2.3.2 Företagsnamn (house brands).................................................................................... 11 2.2.3.3 Multibranding & new branding.................................................................................. 11 2.2.4 Val av namn .......................................................................................................11 2.2.4.1 Juridiska överväganden .............................................................................................. 12 2.2.4.2 Marknadskommunikativa överväganden ................................................................... 12 2.3 Sammanfattning av den teoretiska referensramen..................................................14 2.3.1 Orsaker till namnbyte på existerande produkter .............................................14 2.3.2 Tillvägagångssätt vid namnbyte på en produkt................................................14 3 METOD ....................................................................................................... 15 3.1 Litteratursökning......................................................................................................15 3.2 Val av forskningsstrategi..........................................................................................15 3.3 Val av undersökningsenhet.......................................................................................15 3.4 Datainsamlingsmetod ...............................................................................................16 3.5 Analysmetod..............................................................................................................16 3.6 Metodproblem...........................................................................................................17 4 EMPIRI ....................................................................................................... 18 4.1 Fallstudieföretagen ...................................................................................................18 4.1.1 Presentation av företaget Lever Fabergé och varumärket Jif..........................18 4.1.2 Presentation av företaget Unilever Bestfoods AB och varumärket Milda.......19 4.2 Orsaker till namnbyte på existerande produkter ....................................................19 4.3 Tillvägagångssätt vid namnbyte på en produkt.......................................................20 4.3.1 Riskbedömning...................................................................................................20 4.3.2 Analys av varumärket........................................................................................21 4.3.3 Val av namn .......................................................................................................21 5 DISKUSSION AV FALLEN....................................................................... 23 5.1 Orsaker till namnbyte på existerande produkter ....................................................23 5.2 Tillvägagångssätt vid namnbyte på en produkt.......................................................24 5.2.1 Riskbedömning...................................................................................................24 5.2.2 Analys av varumärket........................................................................................25 5.2.3 Val av namn .......................................................................................................25 6 SLUTSATSER OCH FÖRSLAG TILL FRAMTIDA FORSKNING...... 26 6.1 Syfte och forskningsfrågor .......................................................................................26 6.1.1 Varför väljer företag att byta namn på existerande produkter? .....................26 6.1.2 Hur går företag tillväga vi ett namnbyte?.........................................................27 6.2 Återkoppling till uppsatsens syfte ............................................................................28 6.3 Teoretiskt bidrag ......................................................................................................28 6.4 Praktiskt bidrag........................................................................................................28
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