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Coke, Rasna chalk up strategies for summer

29-March-2004
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Coke, Rasna chalk up strategies for summer

With summer setting in, a marketing war is brewing in the soft drinks segment in India. For starters, Coca-Cola India is extending its fruit juice drink ‘Maaza’ in tetrapaks this summer to take on Parle Agro, which leads the pack in this segment. Meanwhile, Rasna Ltd is gearing up to counter Coke’s Sunfil (soft drink concentrate) new strategy. This summer, Rasna has in fact hiked its adspend by 25 per cent to promote its products in the Indian marketplace.

In a strategic move, Coca-Cola India has tied up with consumer durable companies like Godrej, Whirlpool and LG Electronics to provide its retailers ‘cooling facility’ to store all its products, informs a Coca-cola India pokes-person.

Extending its affordability strategy to fruit-based drinks, Coca-Cola India is in the process of rolling out Maaza in tetrapaks priced at Rs 5 across the nation. Incidentally, the cola major has been gearing up to launch Maaza in tetrapaks since 2002. The company had conducted extensive research, in-house testing and quality control tests in the last two years.

Meanwhile, the company has also launched two variants of Sunfil—Sunfil Anand and Sunfil Tarang this summer. Clearly, with this move, the company plans to take on market leader Rasna in this segment. The Sunfil Anand sachet is priced at Re 1 (two glasses) while Rasna sachets are available at the same price.

Across the road, Rasna Ltd is gearing up to retain its leadership in the soft drinks concentrate segment. To pump up volumes, the company is in the process of rolling out a new television campaign which features cine star Karishma Kapoor as a housewife.

On the company’s new ad strategy, says Rasna Ltd managing director P Khambatta: “We have adopted a new ad strategy this summer—for we have used ‘double speak’ technique in our commercial to stress our concept ‘Ek Ka Do’. You get two ‘Rasna’ sachets for Re 1.” As part of its marketing strategy, the company plans to increase the number of retail outlets to pump up volumes.

In a bid to beef up its distribution network, Coca-Cola India is planning to increase its number of retail outlets by 24 per cent this summer. At present, the cola major’s nationwide network includes 10 lakh outlets. As part of its rural penetration strategy, the company plans to target 40,000 additional villages this year. Currently, Coca-Cola is marketing its products in 170,000 villages in India.

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