Even God was non able to salvage this brand. The much hyped sub-brand of Sunfeast - Sunfeast Sachin's Fit Kit is dead. The construct is non available inward whatsoever of the shops inward my seat down in addition to sources tell that the construct was discontinued presently subsequently it was launched.
The fellowship in addition to then far has non given whatsoever hint ( inward whatsoever media) most this construct beingness discontinued. I am making the supposition that the construct is beingness discontinued for the argue that it is non introduce inward an of import market similar Kerala. So how tin a construct which is co-created in addition to endorsed past times none other than Sachin Tendulkar himself all of a abrupt went out of the marketplace ? That besides when the marketplace is flooded amongst "healthy biscuits " ? Fit Kit was touted equally the outset celebrity co-created construct inward India. The construct had everything going for it - the marketing musculus of ITC, construct Sachin, etc but all the same it was non good received past times the Indian consumers. The enquiry baffles me.
In the example of Sunfeast Fit Kit, 1 probability tin last that the construct was besides early on for the market.The marketplace size is besides small-scale for such a large investment in addition to the quantity the marketplace tin absorb was express to justify such a huge investment. Sunfeast idea that amongst Sachin's endorsement, the construct volition grow in addition to volition carve out a niche of " Multi - grain " biscuits. But the production did non grew equally large equally the construct idea it would be.
Secondly , the target marketplace for Fit Kit was the kids in addition to they would non eat a biscuit merely because Sachin endorsed it. The gustatory modality in addition to the diverseness matters to a greater extent than than the wellness benefits. With a plethora of brands in addition to variants available inward the market, getting kids to stick to a variant is close impossible. The misfortunate book offtake may have got prompted the fellowship to relook its investment inward this brand.
More than anything , the category demands heavy continuous investment inward brands in addition to ITC may have got decided to road the investment to the entire handbasket of biscuits rather than entirely Fit Kit.
These are entirely possibilities. Only the fellowship officials know the exact reasons why such a much hyped construct last taken off quickly. The failure of the Fit Kit is a grim reminder of the weakness of celebrity driven brands.
Related Brand
