Carbonated Beverage: Small is the next 'Big' in Cola
11th February 2016Category : ProductsPublished by :Rahul Verma Reading Time : 2 Minute News Sourced : India
PepsiCo, Coke expected to launch 150-180ml versions to boost consumption
Coca Cola India and PepsiCo India together account for around 85% of the overall carbonated beverage market in India, of which Coca Cola accounts for over 55% followed by PepsiCo with a market share of around 35%.
As summer is knocking the door, cola companies are tightly focus on cornering their competitors by beefing-up pocket range of packaged (PET) aerated drinks in market.
There are young and health conscious consumers looking to on-the-go bottles, in a settled price. The cola companies have plans to float miniatures in the market to embark upon the huge demands in Indian summer.
The companies have huge plans to bring ‘mini cans’ and PET bottles (150-180 ml) for their brand lovers though usual distribution channels, also from online marketplace.
"There are times when consumers look for a bite-sized pack. Also, new packaging creates a lot of excitement around a product," Vipul Prakash, VP (beverages category), PepsiCo India, as told to ET.
The PepsiCo and Coca-Cola are global arch rivals, have diverse product portfolio and holds aerated drinks market in India. According to IBEF reports, Coca-Cola holds 60 pc shares in carbonated drinks, 36 pc in fruit drinks and 33 pc in packaged drinking water segment.
The Coca-Cola, on the other hand, is planning to launch packs of 180ml cans and 300ml PET bottles, priced at around Rs 20 each across its diversified portfolio Coke, Coke Zero, Diet Coke, Thums Up, Sprite, Fanta and Limca.
The brand will be attracting consumers to have drink size of their choice under convenient price tag of Rs 20.
The PepsiCo will be soothing the summers with 150ml cans of Pepsi and Diet Pepsi at an opening price tag of Rs 15 each. The segment of carbonated cans will also be introduced.
The smaller size carries appealing lower prices, this price-packaging architecture has produced bucks for cola makers in other markets where consumption is sluggish and a price hike is a constrain to the beverage companies.
In the era of globalised economy, market of bigger containers have fallen, smaller packs are bringing in volumes. "We will market these in smaller towns as well. Cans are aspirational for a lot of consumers. At a lower price point, these may push penetration because historically Indians have been concerned about the price-value equation between cans and glass bottles," said Prakash.