Brand Failures

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62 <strong>Brand</strong> failures 13 Oranjolt The drink that lost its cool Rasna Limited is one of the leading soft drinks companies in India, and made its name in the concentrate market. However, when it has tried to stray from its specialized niche, it hasn’t had much success. When Rasna experimented with a fizzy fruit drink called Oranjolt, the brand bombed even before it could take off. Oranjolt was a fruit drink in which carbonation was used as a preservative. ‘It was never meant to be a fizzy drink,’ says Rasna’s founder Piraz Khambatta. He explained that given the threat of foreign competition it was important to try out new things. ‘If you don’t try new initiatives, you are stuck,’ he says. So why did it fail Because it was out of sync with retail practices. To last, Oranjolt needed to be refrigerated. The problem was that Indian retailers tend to switch off their shop refrigerators at night. As a result, Oranjolt faced quality problems. The product has a shelf life of three to four weeks where other soft drinks were assured a shelf life of over five months. Servicing outlets was also a problem. ‘We didn’t have a distribution structure that could allow us to replace the product every three to four weeks,’ admits Khambatta. Even Coke and Pepsi make replacements only once in three months. Oranjolt was therefore launched in select outlets and could not expand rapidly. That was the only effort by Rasna Limited to try its hand beyond its breadand-butter segment where it still enjoys over 80 per cent of the concentrated soft drink market share. ‘Now we are trying to reinvent the category and
Idea failures 63 expand it,’ says Khambatta. ‘And we want to be one up over our competition on all parameters.’ Lesson from Oranjolt Cover all bases. Rasna failed to anticipate the quality problems it faced as a result of retail practices.
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Brand Failures
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Brand Failures Matt Haig
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Contents 1. Introduction 1 Why bran
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Contents vii 6. Culture failures 15
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4 Brand failures didn’t matter. A
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6 Brand failures market for which i
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8 Brand failures without trace are
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Page 22 and 23: 14 Brand failures competitor. As it
Page 24 and 25: 16 Brand failures In other words, C
Page 26 and 27: 18 Brand failures Lessons from New
Page 28 and 29: 20 Brand failures among employees t
Page 30 and 31: 22 Brand failures years previously
Page 32 and 33: 24 Brand failures Mustang was the s
Page 34 and 35: 26 Brand failures 3 Sony Betamax Ac
Page 36 and 37: 28 Brand failures and retailers, wh
Page 38 and 39: 30 Brand failures 4 McDonald’s Ar
Page 40 and 41: 32 Brand failures Lessons from Arch
Page 42 and 43: 34 Brand failures
Page 44 and 45: 36 Brand failures up with the idea
Page 46 and 47: 38 Brand failures Factor two: cool
Page 48 and 49: 40 Brand failures 6 Sony’s Godzil
Page 50 and 51: 42 Brand failures the possible exce
Page 52 and 53: 44 Brand failures 7 Persil Power On
Page 54 and 55: 46 Brand failures But the advantage
Page 56 and 57: 48 Brand failures easily, Pepsi rem
Page 58 and 59: 50 Brand failures 9 Earring Magic K
Page 60 and 61: 52 Brand failures Lesson from Earri
Page 62 and 63: 54 Brand failures on it,’ wrote B
Page 64 and 65: 56 Brand failures Clearly if Corfam
Page 66 and 67: 58 Brand failures been officially r
Page 68 and 69: 60 Brand failures ‘There are risk
Page 72 and 73: 64 Brand failures 14 La Femme Where
Page 74 and 75: 66 Brand failures patronizing. This
Page 76 and 77: 16 Clairol’s ‘Touch of Yoghurt
Page 78 and 79: 18 Maxwell House ready-to-drink cof
Page 80 and 81: 20 Thirsty Cat! and Thirsty Dog! Bo
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Page 85 and 86: Extension failures 77 21 Harley Dav
Page 87 and 88: Extension failures 79 making up the
Page 89 and 90: Extension failures 81 Keep it tigh
Page 91 and 92: 23 Crest Stretching a brand to its
Page 93 and 94: Extension failures 85 ‘No toothpa
Page 95 and 96: Extension failures 87 24 Heinz All
Page 97 and 98: Extension failures 89 Lessons from
Page 99 and 100: Extension failures 91 the no-nonsen
Page 101 and 102: Extension failures 93 Have a core
Page 103 and 104: Extension failures 95 In the mid-19
Page 105 and 106: Extension failures 97 every brand -
Page 107 and 108: Extension failures 99 sales rose to
Page 109 and 110: Extension failures 101 However, amo
Page 111 and 112: Extension failures 103 29 Chiquita
Page 113 and 114: Extension failures 105 A brand is
Page 115 and 116: 31 Ben-Gay Aspirin Ben-Gay is anoth
Page 117 and 118: 33 Smith and Wesson mountain bikes
Page 119 and 120: 35 Lynx barbershop Lever Fabergé,
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37 LifeSavers Soda Invented in 1912
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39 Frito-Lay Lemonade Frito-Lay is
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It can be expected that brands will
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PR failures 121 40 Exxon Don’t sa
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PR failures 123 including the clean
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PR failures 125 environmentalists,
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PR failures 127 the public. [. . .]
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PR failures 129 42 Perrier’s benz
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PR failures 131 common purpose thro
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PR failures 133 Lesson from Pan Am
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PR failures 135 In addition, Snow B
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PR failures 137 45 Rely tampons Pro
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PR failures 139 Lessons from Rely
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PR failures 141 As Gerber saw it, a
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PR failures 143 regarding youth mar
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PR failures 145 buying about 40 per
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PR failures 147 Be sensitive. By s
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PR failures 149 Remember that comp
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Brands operate on a global scale. B
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156 Brand failures of the Bombay St
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158 Brand failures Coca-Cola. The
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160 Brand failures Lessons from Kel
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162 Brand failures Translation trou
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53 Schweppes Tonic Water in Italy I
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55 Electrolux in the United States
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57 Coors in Spain Coors beer had eq
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59 Clairol’s Mist Stick in German
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61 American Airlines in Mexico When
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63 Kentucky Fried Chicken in Hong K
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176 Brand failures ment. Pretty soo
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178 Brand failures 65 Quaker Oats
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180 Brand failures Lessons from Sna
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The people behind a brand are its m
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People failures 185 66 Enron Failin
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People failures 187 67 Arthur Ander
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People failures 189 68 Ratner’s W
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People failures 191 met comedians w
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People failures 193 was out, Planet
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People failures 195 is wrong to lea
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People failures 197 had lost the su
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People failures 199 tortilla brand
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Brands, like people, have a fear of
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Rebranding failures 205 73 Consigni
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Rebranding failures 207 of the name
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Rebranding failures 209 74 Tommy Hi
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Rebranding failures 211 style that
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Rebranding failures 213 in the Repu
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Rebranding failures 215 former secr
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Rebranding failures 217 Lessons fro
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Rebranding failures 219 neighbours
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79 British Airways When British Air
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CHAPTER 9 Internet and new technolo
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226 Brand failures now believe bran
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81 Pets.com In the mid-1990s, when
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Internet and new technology failure
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All brands will eventually fail. Th
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262 Brand failures The $600-million
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264 Brand failures Lessons from Old
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266 Brand failures interview. ‘An
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268 Brand failures 91 Ovaltine When
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270 Brand failures 92 Kodak Failing
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272 Brand failures tive strategy if
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274 Brand failures 93 Polaroid Live
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276 Brand failures launch of its SX
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278 Brand failures ‘was that they
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280 Brand failures 94 Rover A dog o
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282 Brand failures 95 Moulinex Goin
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284 Brand failures 96 Nova magazine
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286 Brand failures The cycle of lau
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288 Brand failures As with most bra
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290 Brand failures For the Levi’s
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292 Brand failures to the stores in
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294 Brand failures One argument was
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296 Brand failures market is 18-24
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298 Brand failures 100 Yardley cosm
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300 References
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302 References Malmsten, E, Portang
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304 Index candour see honesty Capit
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306 Index ideas failures 71, 82 hea
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308 Index and extension 93 New Coke
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310 Index Taiwan 163 tampons 137-39
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