Top Story

e4m_logo.png

Home >> International >> Article

Coca-Cola to launch ‘Portello’

27-November-2001
Font Size   16
Coca-Cola to launch ‘Portello’

Coca-Cola India plans to launch 'Peortello', a black currant flavoured drink and relaunch 'Rimzim', by Christmas. Both Peortello and Rimzim will have local flavours, with the former being targeted especially at the southern markets and the latter in the western markets.

Priced at Rs 10 per 300 ml bottle ‘Peortello,’ will be available in returnable glass bottles. Whereas 'Rimzim' will be launched in Maharashtra and Gujarat, will be available in 250 ml bottles and will be priced at Rs 7 per bottle.

With Coke and Pepsi registering losses in India, both companies are trying very hard to penetrate the untapped large rural markets.

Coca-Cola's strategy to relaunch Rimzim is aimed essentially to address the rural market. But the company has decided to stick to the western market initially to gauge the consumer perception before taking the product national.

Rimzim was an extremely popular brand in Maharashtra before Coca-Cola withdrew it in the early 1990s following the acquisition of Parle’s brands.

Tags

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

Shaan Raza, Deputy Managing Director, Optimise, spoke to exchange4media about their journey since inception and their new technology, TrackingX, which they are planning to launch in India by February...

Meanwhile, Radio City and Radio Mirchi ruled Bangalore and Kolkata respectively

The Indian out-of-home advertising company selects Edge1's ERP software platform to automate their OOH business