31-LOREAL+MARKETING+PROJECT - Sunfill:RIP(20012005)...

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Sunfill : RIP (2001-2005)  Brand : Sunfill Company: Coca Cola Brand Count : 191 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.  This good product died after 4 years primarily because the company did not  consider   worthwhile   to   focus   on   marketing   this   product. Sunfill was introduced in 2001 and Coca Cola intended to take on Rasna in the Rs  180 crore soft drinks concentrate market in India. Rasna was dominating the  market   with   a   share   of   over   85%. Sunfill was a powder soft drink concentrate . Powder concentrate occupy85% of  the   total   soft   drinks   concentrate   market.   Sunfill   came   in   three   variants   :  Regular,Anand   and   Tarang. Sunfill   differentiated   from   Rasna   by   taking   the   convenience   route.   The  concentrate   had   added   sugar   in   it   so   to   make   the   drink   was   easy   for   the  consumer.   While   other   concentrates,   sugar   need   to   be   added   hence   was  cumbersome for the consumer. The taste of Sunfill was also better compared to  other brands ( personal opinion). The brand also innovated in packaging by  coming   out   with   single   serve   packs   and   also   multi   serve   pillow   packs. The biggest challenge for any FMCG/SDC products was distribution. Sunfill found  an innovative method to reach the market. It had alliances with other FMCG firms  in reaching the market. The brand had its own channel + third party alliance  (Hybrid   network)   to   ensure   that   the   brand   is   available   in   all   stores.
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But somehow the product failed in the market. The issue was with regard to  distribution,   product   and   the   promotion. The product had some quality issues. In my personal experience, some of the  packs had very bad quality concentrate . At one point of time, the product was not  available in the stores. The issue in promotion was regarding the positioning.  When Sunfill came into the market, Rasna countered Sunfill with its own range of  powder concentrate with added sugar.Hence the differentiation became negated  for Sunfill. The promotion investment for Sunfill was not adequate to counter the  huge brand equity that Rasna enjoyed. I have a feeling that Sunfill was a half  hearted effort from the company.That was reflected in the promotions for the  product   which   ultimately   lead   to   the   death   of   a   high   potential   brand I still feel that the company did not do justice to the brand which had a potential  to make it big in the SDC market but the plug was pulled on Sunfill in 2005. Related
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31-LOREAL+MARKETING+PROJECT - Sunfill:RIP(20012005)...

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