Tata Tion- the non-carbonated beverage drink from Tata Beverages has bite the dust. The brand which was derived from tea extracts and the differentiator was the presence of Ginseng which gave the drink a healthy proposition was discontinued merely after one year of existence .
Although the product had good intentions, consumers gave it a lukewarm reception. Two factors may have affected the life of the brand a) Taste b) Price . Tion's taste may have acted as a big downer and it never appealed to the masses. Second factor is the price. Tion was very expensive and even though Tata launched a smaller SKU, the quantity was never enough to quench the thirst. That was also the first impression when I tried out the brand.
Another issue was the segmentation. Tion was not able to clearly focus on its TG. Who would actually buy a product like Tion ? Tion infact tried to cater to every one hence the brand positioned itself very loosely. The tagline " Why Let Go " is a result of such a unfocused positioning. The brand at best would appeal to the set of consumers who wanted a healthier alternative to softdrinks and that is definitely not youngsters.
Tion was bit too early in targeting the mass using the health proposition. Although many experts harp on the trend towards healthy foods, the idea is still in the utopian stage and has not translated into purchases .