intended to take on Rasna in the Rs 180 crore soft
drinks concentrate market in India. 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 product died after 4 years primarily because the company did not consider worthwhile to focus on marketing this product. Rasna was dominating the market with a share of over 85%. The biggest challenge for any FMCG/SDC products was distribution. Sunfill found 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. But somehow the product failed in the market. The issue was with regard to product and the promotion. The product had some quality issues. 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. Promotions for the product which ultimately lead to the death of a high potential brand Moti originally was a brand of Tata Oil Mills Company (TOMCO). TOMCO merged with HLL. Moti was a special soap which had certain differentiation. The first differentiation point was the Shape. Unlike other soaps which came in cake form, Moti was round soap. Moti was promoted as a premium soap . The soap was expensive and during the eighties, the soap was priced around Rs 25. Moti came in popular fragrances like Gulab (Rose) and Sandal. Tomco also promoted this brand heavily. Most of the campaign had a signature brand imagery of the soap. Those ads were in most of the magazines during the peak stage of this brand. The reason for this brand's death may be because it did not fit into the brand portfolio of HLL. While Hamam ( another Tomco brand ) thrived, Moti was never in the picture. Then with the Power Brand strategy, brands like Moti never had a chance to survive. The brand had prospects if HLL had done some serious product development. In the branding perspective.The name and the imagery were wonderful. The problem was with the product. There was something missing in the soap which ultimately lead to the death of this brand. Another factor was at the segmentation side. The company may have felt that Moti did not have a future as a premium soap. And it may cannibalize some existing brands if the prices are rationalized. Moti may had to be repositioned if it had to survive . But HLL was not prepared to invest in a brand which had a minuscule 2% of the market. So the decision was to slowly kill the brand.