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Coca-Cola,PepsiCo rush to woo price-wary buyers

Coca-Cola and PepsiCo are introducing beverages and snack brands in new economy packs.

Written by Lalitha Srinivasan | Mumbai | Published: April 20, 2013 3:36:39 am

Coca-Cola India and PepsiCo India are introducing their beverages and snack brands in new economy packs priced at R5 and R6 to woo cost-conscious consumers. For instance,PepsiCo India has introduced two new variants of its snack brand Lay’s in mini packs (12.5 gm) at R5.

The company is betting big on Lay’s economy packs called ‘Mini Magic’ to drive volumes both in rural and urban markets. On the other hand,Coca -Cola India has introduced its flagship brand Maaza (100 ml pack) at a price point R6 to reach out to rural consumers.

On Pepsi’s new strategy,Vidur Vyas,marketing director-foods,PepsiCo India,said,‘’Our emphasis on R5 price point will enable us to reach out to a larger consumer base and drive more consumption. Our aim is to create consumer connect through engagement campaigns such as our new television campaign.”

Cashing in on the popularity of the Indian Premier League Twenty20 tournament,PepsiCo has flooded the markets with Lay’s mini packs in new flavours.

To promote its new launch, PepsiCo has launched a new television campaign featuring MS Dhoni,Gautam Gambhir,Rohit Sharma, Shikhar Dhawan,Ravi Shastri and Billy Bowden.

The race for volume growth continues as Coca-Cola India is in the process of launching Maaza’s mini packs in three districts of Uttar Pradesh. “This is a pilot project that we have undertaken to know the response to our new packs. This initiative is aimed at consumers who want packaged beverage at an affordable price specially in rural markets,” said a company spokesperson.

Incidentally,Coke’s new pack is going to be the lowest price for a Coke product in the non-returnable ready-to-drink category. At present,PepsiCo India with its joint venture with Tata Global Beverages (TGBL) sells its health beverage ‘Tata Gluco Plus’ at R6 .

Like Pepsi,Coca-Cola India has launched new advertising campaigns for all its brands during the telecast of IPL matches this summer.

While PepsiCo has roped in cricket stars to endorse its brand Lay’s,Coca-Cola is betting big on film stars such as Kareena Kapoor,Salman Khan ,Parineeti Chopra and Imran Khan among others.

“We are conducting product sampling and consumer engagement programme spanning hundreds of cities this summer to promote all our brands,” said the company spokesperson from Coke.

In addition to its new Maaza mini packs,Coke is launching its sparkling drinks in 400 ml packs. “We are strengthening our OBPPC (Occasion,Brand,Pack,Price,and Channel) model by adding another pack to our portfolio. This new pack will saddle between the 200 ml and 300 ml glass bottles and the 500 ml and 600 ml PET packs,” said the company spokesperson.

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