SUCCESSFUL BRAND

SAFFOLA

• Saffola belongs to Marico which is an Indian consumer goods providing consumer products and services in the areas of health and beauty.

• Few of the brands of Marico are Saffola, Parachute, Hair&care, Nihar, SetWet, Livon, Revive, Kaya skin clinic etc.

• The main products of Saffola are oil, atta and salt and they came out with brand extensions of oats, zest and arise.

SAFFOLA OATS

• The Saffola brand decided to enter the breakfast category in 2010.

• They are double steamed for a uniform texture and are specially formulated with high iron and protein content.

• It helps to keep the calories in check and helps to maintain the weight.

• It has emerged as the 2nd largest product in the Oats category with a value market share of 12%.The leading brand is PepsiCo’s India Quaker with a share of 40%

• The USP of Saffola oats brand is that it has been made specifically to suit Indian cooking in terms of taste and texture. The brand is competitively priced to the existing oat brands in the market.

• It helps to reduce the need for anti-hypertensive medication.(no cholesterol)

• It is easy to make, non time consuming and a healthier option than the traditional Indian breakfast items.

• They decided to enter into the oats category because of its ‘good for your heart’ equity which has well-entrenched in the minds of the consumers as a health and wellness brand.

• It has created a huge impact on the parent brand and created a niche for Saffola in the breakfast industry.

FAILURE BRAND

VANILLA COKE• Coca-Cola Vanilla is a

vanilla flavoured version of Coca-Cola soft drink introduced in the early 2000s.

• It was introduced in 2002 but subsequently discontinued in North America and the United Kingdom in 2006, but remained available as fountain drink during that time.

• It was relaunched in the U.S. in 2007 and in the UK in 2013. Coca-Cola announced that it would be Limited Edition in the UK, however due to strong sales, it is now staying within the UK Beverage market, becoming a permanent flavour.

• In 2003, Pepsi introduced Pepsi Vanilla to compete with Vanilla Coke.

• Blind tests done before launching Vanilla Coke revealed that consumers will like the taste

• It carried the tag line Ice Creamy Thanda.

• The India campaign took a cue from the "hip-hop" commercial used in Hong Kong, where it had been successfully launched earlier.

• The 60-second ad was played on youth-centric channels like MTV, Channel [V], HBO and AXN and even regional channels like Sun TV. With a retro-Bollywood theme, the ad urged consumers to "try something new and different", in classic 1970s style.

REASONS FOR FAILURE• Consumers also did not like the taste of Vanilla Coke.

• The campaign was not targeted at the right segment. For teenagers , as they not seen the old stars so could not easily relate the old characters and the concept. The brand may have lost out in that respect.

• The brand was priced at a premium over the ordinary coke.

• 'Irrelevant' advertising was cited as one of the reasons for Vanilla Coke's failure

• Wrong positioning & mismatch of target group and communication.

• Commercial itself was out of context and had no connection with Coke as a brand.

INTERNAL REASONS

• Clutter-breaking TVC, but contradicts itself

• Targeting youth with a retro theme

• Lack of connect with slice-of-life Coke commercials

• Curiosity generated, but low support from the product

• Instant comparisons with original Coke

• ‘Kids’ product because of the flavour

• Taste similar to existing products like ice-cream floats

• Lack of distributor push• Margins on VC lower at 25 ps.

than Coke at 40 ps.

EXTERNAL REASONS

• Cola market slowing down

• Impact of pesticide and groundwater controversies

• Growth of the health drink and bottled water segment

• Competition from Pepsi and its other brands

• Low acceptance as a mixing agent with alcoholic beverages