In this episode, Sharan and Sudeep dive deep into the strategic decisions brands face when determining whether to "fight" and persevere or "flight" and pivot in declining markets. Drawing on practical examples and case studies, they discuss the critical signals that help marketers differentiate between a temporary market slump and a terminal decline. KEY TAKEAWAYS: 1. Recognizing Market Declines: Slump vs. Terminal Decline Sharan discusses the key indicators that reveal whether a brand is experiencing a temporary downturn or a lasting decline. He explains how changes in consumer behavior, competition, and retail dynamics can serve as early signs, highlighting examples like Maggi and Tang. 2. Strategic Choices: When to Fight and When to Flight Brands often aim to persevere, but some situations call for a calculated pivot. Sudeep and Sharan outline practical strategies to identify if a brand’s market challenge is reversible or if it’s time to consider alternate paths, such as adjacent markets or new consumer segments. 3. Adapting to Change: Tactical Brand Responses The hosts explore strategies that can help a brand remain relevant amidst market decline, from premiumization to product repositioning. Sharan shares insights into how legacy brands like Olay successfully pivoted to target new audiences by shifting focus from anti-aging to youth preservation. 4. Practical Frameworks for Marketers Sudeep and Sharan provide a framework to help brand managers assess whether to double down or exit when faced with a market slump, advising listeners on the importance of timing, innovation, and consumer insights in these high-stakes decisions. QUOTES “When sales stagnate and consumers shift away, it’s often the first warning sign that a category may be in terminal decline.” “A brand’s survival can depend on understanding when to fight and when to flight.” “Pivoting doesn’t mean giving up; it means finding where the brand can add the most value for a new audience.” “Marketers need to recognize when investing further in the brand is fueling growth—or when it’s simply delaying the inevitable.” Whether you’re a brand manager, entrepreneur, or marketer, this episode is packed with insights into managing brands in tough markets and making the right strategic calls. As always, send your feedback and topic suggestions to [email protected] Please tell us what topics you'd like to have discussed on the CoBB, by filling in this ⁠CONTENT SUGGESTION FORM⁠⁠ It only takes a few minutes, and it will help us provide you with the content most relevant to you. SHOW WEBSITE CONNECT WITH OUR HOSTS Sudeep Chawla on ⁠Linkedin⁠ Sharan on ⁠Linkedin⁠ FOLLOW US LinkedIn Instagram⁠ CREDITS - Album Art & Design by ting.in - Voiceovers by Anjale Stephanos - Music from Zapsplat.com ***************************************