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. 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.

Coca-Cola India will launch its Sunfill brand of powered soft drink across India. It will compete with Rasna that has a market share of 85 percent in the segment. The Company will utilise its network of 8,00,000 outlets to penetrate the rural markets. It will also tie up with local distributors and grocery outlets. It has positioned Sunfill that is available in sachets, as an affordable health drink. The Company is acquiring two other powered soft drink brands. Rasna Ltd is also introducing its products in sachets to increase its market share.

Coca-Cola will target the rural market with Sunfill, its powered soft drink concentrate brand. Sunfill will be targeted at a market of 200 million new customers. It launched Sunfill to attract people, who could not afford bottled carbonated soft drinks. Coca-Cola has set up a production unit at a cost of Rs4 crore for the brand. The plant, located at Dankuni near Kolkata, has a capacity of 12 tonnes a day. The company has already launched Sunfill in Delhi, Maharashtra, Andhra Pradesh and Tamil Nadu. Sunfill is priced Rs2 for a single serve pack of 25 grams and Rs15 for a multi-serve pack of Rs200 grams.

MUMBAI: Coca-Cola has re-launched its Sunfill brand in sachets and reduced the price to Re 1 each. This second coming, christened Sunsill Anand, has the agenda of taking on market leader Rasna's 'Ek Ka Do' scheme on the critical price front. 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. Rasna already has a Re 1 sachet which delivers two glasses. Its dual concentrate and liquid preparation costs Rs 28 and offers 32 glasses, which works out to 80 paise per glass. Coke says it has positioned this product to garner a larger share of Rs 180 crore soft drinks concentrate market, which is known to be price-sensitive. According to recent ORG numbers, Rasna has a 93.5 per cent market share while Coke's Sunsill has 4.5 per cent.

Rasna's chairman and MD Piruz Khambatta claims his company's market share actually went up after the launch of Coke's Sunfill in 2001. Coke expects to add 20 crore consumers, mainly from lower socio-economic class, through its low-priced launch. Rasna, too, is aggressively targeting the D and E segments.

COCA-COLA has identified rural India as its target market for Sunfill, the recently launched powdered soft drink concentrate, according to Mr Jaspal Singh, Regional Operations Director of Hindustan Coca-Cola Beverages Pvt Ltd. Addressing a press conference to mark the launch of Sunfill in Eastern India, Mr Singh said the Indian market for powdered soft drinks concentrate was valued at Rs 90 crore in 2001. This year, it was expected to grow by around 40 per cent in value terms. The idea behind the launch of Sunfill, according to Mr Singh, was to initiate those who have hitherto not been able to afford bottled carbonated drinks, into soft drinks. He expressed the hope that the Sunfill initiative along with the marketing campaign that will accompany the launch will effectively target a potential market of 200 million new customers. According to Mr Singh, the eastern region accounts for barely nine per cent of the total domestic market for powdered soft drink concentrates. The southern and western parts of India together account for 70 per cent of the market for powdered soft drink concentrates. A powdered soft drink concentrate manufacturing facility also has been set up at Dankuni near Kolkata, at a cost of Rs 4 crore. The plant has a production capacity of 12 tonnes per day, which is scaleable, says Mr Singh. The instant and ready-to-mix Sunfill is available in a single-serve sachet of 25 gms and a multi-serve sachet of 200 gms priced at Rs 2 and Rs 15, respectively. The product has already been launched in Andhra Pradesh, Tamil Nadu, Delhi and Maharashtra. COCA-COLA has identified rural India as its target market for Sunfill, the recently launched powdered soft drink concentrate, according to Mr Jaspal Singh, Regional Operations Director of Hindustan Coca-Cola Beverages Pvt Ltd. Addressing a press conference to mark the launch of Sunfill in Eastern India, Mr Singh said the Indian market for powdered soft drinks concentrate was valued at Rs 90 crore in 2001. This year, it was expected to grow by around 40 per cent in value terms. The idea behind the launch of Sunfill, according to Mr Singh, was to initiate those who have hitherto not been able to afford bottled carbonated drinks, into soft drinks. He expressed the hope that the Sunfill initiative along with the marketing campaign that will accompany the launch will effectively target a potential market of 200 million new customers.

According to Mr Singh, the eastern region accounts for barely nine per cent of the total domestic market for powdered soft drink concentrates. The southern and western parts of India together account for 70 per cent of the market for powdered soft drink concentrates. A powdered soft drink concentrate manufacturing facility also has been set up at Dankuni near Kolkata, at a cost of Rs 4 crore. The plant has a production capacity of 12 tonnes per day, which is scaleable, says Mr Singh. The instant and ready-to-mix Sunfill is available in a single-serve sachet of 25 gms and a multi-serve sachet of 200 gms priced at Rs 2 and Rs 15, respectively. The product has already been launched in Andhra Pradesh, Tamil Nadu, Delhi and Maharashtra.

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