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Loreal Marketing Plan

Loreal Marketing Plan

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Published by Sophia Ali

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Published by: Sophia Ali on May 21, 2009
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12/12/2012

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HTTP://PAKISTANMBA.JIMDO.COMFOR DOWNLOADING THIS REPORT AND FOR MOREPROJECTS, ASSIGNMENTS, REPORTS ONMARKETING,MANAGEMENT,ECONOMICSMARKETING MANAGEMENT,ACCOUNTING,HUMAN RESOURCE,ORGANIZATIONAL BEHAVIOR,FINANCIAL MANAGEMENTCOST ACCOUNTINGVISITHTTP://PAKISTANMBA.JIMDO.COM
Sunfill : RIP (2001-2005)
 
Brand : SunfillCompany: Coca ColaBrand Count : 191Sunfill 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 productdied after 4 years primarily because the company did not consider worthwhile to focuson marketing this product.Sunfill was introduced in 2001 and Coca Cola intended to take on Rasna in the Rs 180crore soft drinks concentrate market in India. Rasna was dominating the market with ashare of over 85%.Sunfill was a powder soft drink concentrate . Powder concentrate occupy85% of the totalsoft drinks concentrate market. Sunfill came in three variants : Regular,Anand andTarang.Sunfill differentiated from Rasna by taking the convenience route. The concentrate hadadded sugar in it so to make the drink was easy for the consumer. While otherconcentrates, sugar need to be added hence was cumbersome for the consumer. Thetaste of Sunfill was also better compared to other brands ( personal opinion). The brandalso innovated in packaging by coming out with single serve packs and also multi servepillow packs.The biggest challenge for any FMCG/SDC products was distribution. Sunfill found aninnovative method to reach the market. It had alliances with other FMCG firms inreaching the market. The brand had its own channel + third party alliance (Hybridnetwork) to ensure that the brand is available in all stores.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 thestores. The issue in promotion was regarding the positioning. When Sunfill came intothe market, Rasna countered Sunfill with its own range of powder concentrate withadded sugar.Hence the differentiation became negated for Sunfill. The promotioninvestment for Sunfill was not adequate to counter the huge brand equity that Rasnaenjoyed. 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 ahigh potential brandI still feel that the company did not do justice to the brand which had a potential tomake it big in the SDC market but the plug was pulled on Sunfill in 2005.Related brandsRasna
 Source: Agencyfaqs,businessline,magindia
POSTED BY HARISH B AT9:52 AM0 COMMENTS
FRIDAY, DECEMBER 29, 2006
Maruti Gypsy : RIP
Brand : Gypsy Company: Maruti SuzukiBrand Count : 182Gypsy was one of India's first sports utility vehicles. The vehicle created a breakaway category of SUV offroader from the existing jeep category which was dominated by 

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