Recommendation

Other than the above listed factors there are many other non-hypothetical variables which contributed
towards the failure of roar which includes weak positioning, brand association, health consciousness,
weak distribution and government regulation.

 Weak positioning
Coca cola unable to position its product in the minds of its consumers to make perception about
the product. Company didn’t use any celebrity endorsements and vivid designs to gain the
attention of the potential customers.

 Brand association
It’s the brand attributes of brand which comes into the mind of consumer when the brand is
talked about. We have analyzed from the ads and other marketing advertisements that coca
cola didn’t associate itself with roar and much of the public was unaware of the fact that the
roar brand owns by the coca cola.

 Health consciousness
Much of the public is now well aware of the health issues, greater focus on the fitness, eating
habits and calorie count has shifted the trends of consumers as they are moving away from fizzy
drinks and shifting towards more healthier options and company also lacked to develop
marketing strategies that display their healthy efforts.

 Weak distribution strategy

Product success is also determine by the buying frequency of retailers. Company can’t serve
customers directly so they need strong distribution channel to communicate with customers.
Many retailers didn’t offer bundling discounts and kiosks for product taste development due to
which many consumers received inconsistent set of communication.

 Government regulation
It’s another most important factor which has affected the company. Government imposed ban
on fizzy drinks in schools and universities due to which majority potential unable to recognized
roar along. Many people used to have fizzy drinks along with smoking at local shops so its
unavailability kept this drink away from these consumers.

Literature review
The objective of this study to analyze the failure of roar and there are many factors involved
which influence the failure of roar. Many studies has been conducted in previous years related
to fizzy drinks involving multiple factors. Major factor is consumer behavior includes
preferences, tastes, quality etc. In one study it is stated in the context of consumption, a strong
association was found between attitudes and behavioral intentions and consumer motivations
towards resistance and anticonsumption, found that avoidance behavior was linked with
complaining practices. For taste, The ‘Pepsi Challenge’ originally took place as a taste test.
Consumers were invited to try beverages out of two blank cups-one containing Pepsi Cola and
 one containing Coca-Cola. Consumers were then asked to evaluate the taste of these two
beverages and to decide which one they would prefer. Recent developments in soft drink
consumption and challenges in marketing have heightened the need for searching the
consumer’s needs and preferences. As far as advertisement is concern brand awareness is the
primary goal of advertising in the early months of years of a product’s introduction and among
the most attractive factors in advertisement which is picture advertisement. It is the highest
factor to attract the consumer along with the slogans which are converting the customers mind
for buying the soft drinks product. It is hammering again and again through advertising for
effect of customers and increased the sale. So, potential consumers must know that the right
product is available at the right time, at the right place and at the right price but in contrary to
this in another study the success of extension does not depend on strong brands and
advertising efforts alone; instead retailer’s acceptance is even more important. Distribution and
product availability in the store leads to trial and repeat purchase of the extension product
which is a result of retailer’s acceptance. Repetitive advertising increases the retailer’s
acceptance for the new extension product because it creates awareness and demand for the
product among consumers (Collins-Dodd and Louviere, 1999). Non availability of an extension
product which is closely associated with the parent brand may signal poor assortments in the
store. Other factors which comes under consumer behavior is consumer health consciousness,
the decline is due to consumer’s growing health consciousness, need for variety or fault in
distribution. As the target audience is becoming health conscious these days, their preferences
are shifting towards drinks with less sugar and more nutrition.(Galande, 2017)

Discussion
 Smoker’s Review

The interviews conducted with some of roar consumers who were smokers, showed the following
results:

 Roar had an extra citrus taste

 Its extra citrus taste was good for smokers since when someone smokes, his taste buds’
performance reduces to certain folds after which, Roar’s taste is balanced.
