Coca-Cola has identified rural India as its target market for Sunfill, the recently launched powdered soft drink concentrate.
According to company sources, the idea behind the launch of Sunfill was to initiate those who have hitherto not been able to afford bottled carbonated drinks, into soft drinks. The company expects that the Sunfill initiative along with the marketing campaign that will accompany the launch will effectively target a potential market of 200 million new customers.
According to industry sources, the eastern region accounts for barely nine per cent of the total domestic market for powdered soft drink concentrates. The southern and western parts of India together account for 70 per cent of the market for powdered soft drink concentrates.
The instant and ready-to-mix Sunfill is available in a single-serve sachet of 25 gms and a multi-serve sachet of 200 gms priced at Rs 2 and Rs 15, respectively. The product has been launched in Andhra Pradesh, Tamil Nadu, Delhi and Maharashtra.
Source: Business Line