BRAND AS SUCCESS AND FAILURE

RASNA
 Instant Drink Maker.
 Launched in 1982 with 9 flavours.
 Manufactured by Pioma Industries.
 Holds around 97% share.
 Soft drink concentrate market in India, which includes
powder and liquid concentrates and squashes, is valued
at Rs 300 crore soft drink concentrate market in India.
 For the financial year 2009-10, Rasna closed its books
for the domestic business with net sales of Rs 350 crore,
selling almost Rs 450 crore glasses per year.
 Commenced international operations in 1993.
 PRODUCT
• Instant Drink Maker
• Available in three brands
Utsav, 1 ka 2 and Fruitplus,
available in pouches and bottles

• Children’s Affinity

• 10 flavours
• Affordable drink for the masses.
 PRICE

• Cheapest drink in the market

• Value for money

• Apparently, for the last 10 years the company has not

increased prices despite strong brand equity in the powdered
drinks category

• Price band ranges from 50 paise to Rs 3

• Sachets worth Re 1 serves two glasses.

 PLACE
• Leaders in distribution

• Sold in 1.8 million outlets across the country.

• 2500 stockist across India.

• 7 Branches

• 7 regional Heads

• Strong distribution network

PROMOTION
• 'I love you Rasna,' had become an integral part
of the Indian advertising folklore.
• In the mid ’80s, the Rasna ad was a huge hit
when it was played right between the cartoon
Spiderman, shown on Sunday evenings.
• Every time when new flavour was added, the ad
and the jingle would be modified .
• Value for Money was promoted heavily.
• Company uses point of sales (POS ) as part of
intensive Marketing, Advertising &
Promotion packages to curve out  profitable
niche to introduce Rasna in more number of
countries. POS material in the form of attractive
Shelf Talkers, Danglers, Poster, Streamers,
Banners, etc.
• The ad spends in the current financial year are
estimated at Rs 16-17 crore for television.
• Celebrity Promotion.
 BRAND

• Heritage Brand

• Trusted brand

• Rasna had become a household name

• India’s largest and most popular soft drink concentrates brand

 SUNFILL
Introduced in 2001

Manufactured by Coca Cola

Sunfill was Coca Cola's foray into the Soft Drink

Concentrate market in India.

Globally it was the company's first foray into the

powder concentrate segment.
 PRODUCT
•Sunfill came in three variants : Regular,Anand
and Tarang.
• Sunfill was a powder soft drink concentrate.
•The concentrate had added sugar in it so to make
the drink was easy for the consumer.

•The brand also innovated in packaging by

coming out with single serve packs and also multi
serve pillow packs.

•Apple, Blackcurrant, Blackcurrant Grenadine

Raspberry, Coconut Pineapple, Kiwi Mango,
Mango, Orange, Passionfruit, Pineapple and
Strawberry.
 PRICE
• Launched Sunfill, a make-at-home powdered drink at Rs 2 for
a single-serve sachet.

•A Sunsill Anand sachet offers two glasses, effectively

delivering a single glass for 50 paise, while a Rs 15 pack of
Sunsill Tarang is good for 18 glasses. The product has been
launched in four variants — lemon, orange, pineapple and
mango.

• Sunfill Regular was priced at Rs 2.50 per serve and was

available in single serve (23gms) and multi serve (200gms) at
Rs. 15.

• Value-priced.
 PLACE
• Coca-Cola initially roped in large distributors of Hindustan
Lever, ITC, Britannia and Marico to promote Sunfill across
the country.
• Was made available across grocery shops, paan shops and
departmental stores to carve out a wider presence in the
household segment.

• Sunfill Anand was launched in the C, D, E and rural markets.

• Sunfill Tarang was targeted at housewives in the high-end

grocery segment.

• Innovative methods to reach market.

 PLACE
• Alliance for Distribution.

• Distribution channel of 200ml carbonated soft drink bottles for

promoting sunfil in the rural and semi-urban segments.

• To promote sunfil in delhi and adjacent areas, coca-cola tied

up with 10 large distributors of fmcg companies like britannia,
marico, dabur, cadbury's and perfetti. some of the leading
distributors for delhi are khandelwal (britannia, cadbury,
dabur), swastik agencies (pidilite and postman), jk traders
(dabur, cadbury), gurjeet chhabra (perfetti).
 PROMOTION
 Launched a tv commercial for promoting the product in tamil
nadu and andhra pradesh with a punch line ‘Taste sunfill ka,
Pyaar apka’

 40-second campaign will be broadcast in channels like sun tv,

vijay tv, gemini and eenadu. the script will be in tamil and
telegu , not celebrity-led campaign.

 Through company's general franchisee outlets.

 PROMOTION
 The brand had its own channel + third party alliance (Hybrid
network) to ensure that the brand is available in all stores. he
company followed a hybrid distribution channel for selling
Sunfill and had tied up with several leading distributors of
fast-moving consumer goods. The brand was being
manufactured at five centres—Bhopal, Coimbatore, Delhi,
Hyderabad and Calcutta- through a mix of contract
manufacturers and company-owned production.

 The promotion investment inadequate as compared to Rasna.

 BRAND
The brand also innovated in packaging by coming out with single
serve packs and also multi serve pillow packs.
 RESULT
• Least focus on marketing.
• Quality Issues
• Unable to match with the quality of competing brands.
• Failure to clearly understand the reasons for Brand decline.
• Non availability of product in stores.
• Inability to come up with new strategies.
• Lack of commitment to revitalize the brand.
• Half hearted effort by the company management to sustain the
brand.
• Product dropped from market in 2005 after 4 years from the
launch
• Major drawback for failure of product was poor formation of
strategies towards distribution, product and promotion.